The birth of our new brand.

Bringing our new brand to life is very exciting to us. Our brand will be born into a world, that comes with challenges. Because the new automotive world will follow the oldest rule – survival of the fittest. It’s not the biggest, the most reputable, or the strongest who will win this transformation. It’s the most agile, fast, and adaptive. Those with highest strategic flexibility, who can serve a new and diverse range of customers. Those, who may balance competitive technologies with stable cost structures and cashflow generation.

As good parents do, we’ll give our brand all the strengths and characteristics it needs to succeed in the future. To let it create trust and provide guidance to our employees, customers and partners of what to expect from it.

And as it is good practice, birth news are shared with the family first: Welcome to this site, where you’ll learn everything you need to know about our new brand.

Our brand strategic direction provides us with the fundamental idea the new brand should stand for in the market. This idea needs to be credible for the new brand, attractive to our customers and differentiating from the competition.

To find the perfect strategic direction, we did a lot of research, starting with the Continental brand, across interviews with internal key stakeholders, and of course also taking our competitive environment into consideration – in order to derive the core for Automotive. Ultimately, we need to clearly differentiate in the market.

At the end of our analysis, we concluded that the "Adaptive Powerhouse for Future Mobility" was the most credible, relevant and differentiating, and thus the best foundation for our future brand positioning.

A new chapter begins: with Aumovio, we give our new Automotive brand a name that carries purpose, energy and innovation. It reflects our deep roots in the automotive world while capturing the drive to lead the future of mobility: fast, flexible and forward-thinking. Aumovio expresses our role as the adaptive powerhouse for future mobility – a brand that doesn’t just respond to change but shapes it.

Its linguistic clarity and global usability make Aumovio a strong anchor across markets and cultures. At the same time, it leaves room for interpretation, inspiration and growth.

We’ve chosen it carefully, following a structured five-step process for a strategically sound and future-proof naming decision:

1. We created a mind map around three strategic perspectives – Mobility, Adaptability and Powerhouse – to serve as a creative foundation.
2. With an initial domain check and database quick scan we eliminated registered or overly common brand names at an early stage.
3. Language and connotation checks in key markets made sure that the shortlisted names were easy to pronounce and free of negative associations.
4. Continental's IP legal team conducted a check to assess the registrability and protectability of the most promising name candidates.
5. In the final step, four top name candidates were shortlisted based on the strategic scoring and legal assessment, resulting in a final recommendation to the board for decision.

Aumovio will become more than just a name – it will become a symbol of performance, progress, and trust. A name that reflects who we are today and everything we can become tomorrow. It conveys direction, aspiration, and character. It gives us a language for what we believe in, and a symbol that will grow with us as we transform the future of mobility.

With Aumovio, we are not just giving our brand a name – we are giving it direction, identity, and a promise.

"The world is changing at the speed of light.

Influencing mobility and transportation as well.

And in times of rapid transformation, certainty is a rare thing.

Yet, one thing is clear: In a world of 8 billion individuals, there is not just one future of mobility. There are many.

For some, this may feel unsettling.

For us, it is an opportunity.

Because our strength lies in our ability to lead, transform and deliver.

We are the adaptive powerhouse for future mobility – ready to meet whatever comes next.

We are ahead of the curve.

We are reliable – no matter what.

We are stronger together.

And we are committed to win.

Mobility is evolving, and so are we – creating solutions that move the world.

With sharper focus, greater agility, and the independence to adapt like never before, we stay ahead of change.

We make mobility safe, exciting, connected, and autonomous.

That’s why we are inspired by future, driven by technology."

A strong brand architecture provides structure, clarity, and consistency. It defines how brands, sub-brands, products, and services relate to each other - internally and externally. It enables efficient brand management and creates orientation for employees, customers, and partners alike.

At Aumovio, our brand architecture is led by a single, unifying force: the corporate brand, Aumovio. It serves as the central point of identification - for our people, our customers, and our partners. Everything begins with Aumovio.

There are, however, two defined exceptions:

The goal: a clear, future-ready brand system - anchored in one strong brand, with the flexibility to honor legacy and serve distinct markets where needed.

Our credible corporate values define what Aumovio stands for. They form a single, strong value system that shapes our culture, guides how we work together, and influences how we engage with the outside world. These values are the foundation for our mindset, behavior, and daily decisions.

Every time we act in line with them, we reinforce the credibility of our brand. Every time we don’t, we risk weakening both our reputation and trust.

We are:

These values are designed to support our core strengths and highlight areas for improvement. They serve as a behavioral compass, guiding us toward a unique corporate culture and a consistent brand identity that drives our growth – even in challenging times.

Since fall 2024, we have been working intensively to develop a brand identity that reflects our ambitions and strengths. Therefore, we have interviewed stakeholders to distill our core values and truly capture the essence of how we differentiate ourselves in the market.

As you can probably tell, creating a new brand is a complex process, but at the same time, an exciting journey.

Step by step, we see our company and our new brand take shape. We are happy to continuously reveal our visual brand identity as it evolves.

A strong brand creates identity and leaves a lasting impact – both internally and externally. Of course, this also applies to us: our new brand conveys what our company and people stand for. And our colors play a key role in that expression.

A brand is more than just a reflection of its products; it represents a shared mindset that connects people. While it radiates outward, it also resonates deeply within – expressing who we are, what we stand for, and what drives us forward. Being part of the creation of a new brand is an exciting process. Suddenly, values that are abstract for some are translated into communication that’s accessible for everyone – so that all of us can confidently agree: yes, this is who we are!

But let’s get specific: our brand is clearly reflected in the colors we’ve chosen – orange and purple. We didn’t pick them just because we like them; they were selected on purpose. Orange stands for energy and innovation, while purple represents progress and vision. We combine both in an energetic gradient, where their interplay conveys flexibility, adaptability, and agility.

The Gradient, the Flexible Flow – Agility in Practice: The smooth gradient illustrates how we navigate between ideation and execution, short-term agility and long-term advancement. Because change isn't abrupt – it's a continuous, balanced evolution. Similarly, the gradient adapts across different contexts – whether energetic or visionary, digital or physical – always recognizable and distinctive.

Still want to learn more? Check out our Road to Spin-Off and Innovation & Technology!