Turkey’s Automobile Enterprise Group (TOGG) Top Manager (CEO) Gürcan Karakaş said, “Our goal is not just to build an automobile. To create a global brand, a brand that can compete in the world, whose intellectual and industrial property completely belongs to our country.”
At the International Strategic Communications Summit (Stratcom Summit ’21) by the Presidency’s Directorate of Communications, the branding vision and targets of Turkey’s Automobile, THY and Istanbul Airport were discussed.
“Turkey’s Brands” special session was held at the summit held at Haliç Congress Center.
Turkey’s Automobile Enterprise Group (TOGG) Top Manager (CEO) Gürcan Karakaş, in his presentation at the session, stated that the rules of the game have changed all over the world and that technology now brings an additional comfort to people as it advances in all areas of life.
Reminding that they set out on the road with the slogan of “more than an automobile”, Karakaş said, “Because we know that the automobile will turn into a living space, we see it. If we will no longer focus on using the automobile with all the technology, then whatever we can do at home, we will be able to do in the vehicle what we can do in our office or workplace. That’s why this smart car The transformation of the device is our main motivation at our starting point.” used the phrases.
Noting that the data indicate that the profit pools of the sector have changed, Karakaş said that for this reason, everyone wants to take part in this transformation.
Expressing that a large material capital does not have much importance in this race as it used to be, Karakaş said,
“There is an ingenuity in transforming this knowledge into solutions in line with the expectations of the users and users, and the companies that can do this are very talented. They can get this job done faster.” he said.
Referring to TOGG’s goals, Karakaş said, “Our goal is not just to build an automobile. To create a global brand, a brand that can compete in the world, whose intellectual and industrial property belongs entirely to our country.
While doing this, in an environment where technology turns into a mobility ecosystem, Turkey’s Creating the core of the mobility ecosystem… We do not claim that we will do it all, we do not claim to do so, but we want to establish a structure that will establish the core and enable it to develop rapidly. While doing this, it is still our strength to have both the structure of our company’s shareholders and the competencies that will be needed in this journey by the shareholders. It’s one of the things we take up.” used the phrases.
‘We promised 51 percent to ourselves, to our country, and we start with 51 percent’
Pointing out that the issue of locality is a second important goal in this sense, Karakaş said:
“We promised 51 percent to ourselves, to our country, and we start with 51 percent. There are companies producing automobiles and light commercial vehicles in our country for 60 years. When we entered the Ministry of Industry website, these figures changed between 20 percent and 65 percent. So, ‘Is this a good number?’ If you say yes, this is a very good target, an ambitious target, and while we are doing this, we are preparing for the new world together with our business partners in Turkey and we are completing the infrastructure to transform the new world together.”
Karakaş stated that they did the necessary market research at the point of the brand journey and the subconscious expectations of the target audience were investigated, adding that as a result, a unique strong brand DNA emerged.