Branding vehicle dynamics

The use of active systems and common hardware across several vehicle platforms, with different calibrations and control algorithms, can offer variations in character and brand, according to Prodrive Automotive Technology.

A brand is a promise, a unique experience that delivers a distinctive combination of tangible and intangible benefits for the user. From a vehicle-dynamics perspective, brand attributes may not be strictly necessary for performance, but they readily identify the product's source and are important for repeat-purchase decisions.

In vehicle-dynamics terms, there are a bare minimum of behaviors necessary for safe operation of the vehicle, such as primary stability, convergence of steering behavior, and stability under braking. Most vehicles in a given market segment are difficult to distinguish from one another in these terms, according to Damian Harty of Prodrive Automotive Technology.