Rethinking the value proposition and content strategy for the release of version 3 of the T9, the world’s lightest electric vehicle.
Situation
Urban Native manufactures the T9, a foldable titanium electric vehicle – the lightest on the market. Designed over seven years, made in Portugal, it positions itself as a premium alternative to electric bikes. The team, around ten people, is based in Barcelona.
Challenge
Finding the guiding thread of a story capable of running through all content. With a product boasting many distinctive qualities, the risk was to highlight everything and retain nothing.
Approach
Five individual interviews conducted at the Barcelona offices. The deliverable produced a narrative direction, a content strategy for the acquisition phase, and a roadmap for the launch of T9 version 3.
Outcome
A short, repeatable, infinitely adaptable story: the world’s lightest electric vehicle is also the one that changes your relationship to the city. Urban Native has a framework to produce coherent content and measure its impact.