After their major spike in market cap and revenue, Neolectra began taking enormous strides in the build quality of their cars. Transforming to a luxury brand took an enormous change in marketing strategy, but the changes proved worthwhile. The introduction of the Oya and Pele models, and the continued inclusion of the Bronte, Fulgora, and Astrape models diversified not only the company’s vehicle selection, but also their demographics.
Following the massive success of the 2016 Fulgora and the OurEarth campaign, Neolectra aimed to reach a new generation of thinkers, entrepreneurs, activists, and most importantly, drivers. Staying engaged with fans of the company was a top priority for the marketing team, and they began emphasizing partnerships with local non-profits and events for young aspiring adolescent and teenage engineers. CEO Sammy Urtzal became a global icon, gaining respect and popularity from teenagers and young adults for herself and the company.
