As Chinese electric car makers like Xiaomi push performance boundaries, traditional brands such as Mercedes-Benz and Renault are intensifying efforts to leverage their historic legacy—not merely as nostalgia but as a strategic bridge to future innovation and market relevance.
In today’s rapidly changing automotive scene, traditional car makers are really starting to lean into their history as a way to set themselves apart, especially with all these new Chinese brands popping up and trying to shake things up. One good example that comes to mind is Mercedes-Benz, which keeps emphasizing a unique edge: while some of these new players like Xiaomi have already rolled out electric cars that seem to beat old performance records—like the Xiaomi SU7 Ultra sedan unofficially clocking faster lap times than Porsche’s famous Taycan Turbo GT—the story and legacy of classic brands still carry a kind of magnetic appeal that’s hard to beat.
Mercedes isn’t just digging through its past for nostalgia’s sake, though. It’s more strategic than that. At Retromobile 2025 in Paris, the brand pulled out all the stops, displaying an impressive line-up of vintage cars that really highlight just how deep its roots run in the automotive world. Marcus Breitschwerdt, who’s now heading up the newly formed Mercedes-Benz Heritage division, makes it clear that this isn’t just about reminiscing—it’s integral to their identity and their upcoming plans. This division is actually a way to bundle up all the company’s historic assets—think classics, museums, archives, and restoration workshops—and run them as a profitable part of the business. Breitschwerdt pretty much sums it up by saying that heritage isn’t just about the past. It’s a bridge to the future, linking their long-standing record of innovation—whether it’s internal combustion engines or today’s electric tech—and emphasizing that “heritage creates the future.” So, this isn’t a break from progress but rather a continuation of their pioneering spirit, infused with the stories they’ve built over time.
On the flip side, Renault approaches the game differently but with similar intent, by bringing back some legendary models like the Renault 4 and 5, but in electric form. The goal here, at least according to their marketing folks, is to tap into the nostalgia of older generations while also attracting new, younger buyers. These new versions, styled to echo their vintage ancestors from the ’50s and ’60s, are built on fairly modern electric platforms—like the CMF-BEV architecture shared with the Renault 5—so they’re blending retro looks with cutting-edge tech. Arnoud Belloni, Renault’s global marketing boss, dismisses anyone who claims this strategy is lacking in creativity. He points out that in Europe, the average age of new car buyers is creeping up to about 50, which means there’s quite a sizable market for vehicles that evoke some sentimental feelings of the past. Plus, Renault is going beyond just cars—selling lifestyle merchandise that taps into its cultural legacy—kind of like how luxury fashion brands use their history to boost desirability, and honestly, it’s pretty clever marketing.
Other veteran brands are trying similar tactics, but the results vary. Take Jaguar, for example. They recently revealed the Type 00 electric concept, which is a far cry from their classic British Racing Green sedans and leather interiors. Instead, it’s got a stark, almost brutalist vibe that signals a shift towards bold, new aesthetic directions. Gerry McGovern, Jaguar’s chief creative officer, explicitly described this as a choice to be “original,” not to replicate the past directly but to carve out something fresh. Still, the challenge for Jaguar is big—they want to respect their heritage but also embrace innovation that might not immediately echo what people associate with the brand’s emotional core. Then there’s Ford, which recently announced plans to bring back the Capri as an electric crossover. Some observers have called this a bit of a cheat—kind of a superficial nod to the past—since it doesn’t really tap into the brand’s historical roots the way others do.
And while Western brands are busy with these heritage moves, Chinese manufacturers are taking a different route. They might not have the same kind of legacy, but they’re quick to adopt and claim past glories through ownership of established foreign brands. Geely, for example, owns Volvo and Lotus, which helps preserve the design language and engineering expertise of those brands. Volvo’s identity remains intact, but Lotus is a different story. Once famed for lightweight sports cars, Lotus is now venturing into larger, heavier EVs like the Eletre SUV and Emeya sedan. It’s a departure from their traditional ethos, but they’re trying to reinvent that heritage in a modern context. That said, Geely’s reimagining of the iconic London black taxi as the hybrid LEVC Taxi is a neat example—it keeps the classic silhouette but adds modern functionality, turning heritage into a practical, appealing product.
All in all, the big question now is whether relying on heritage can actually help legacy carmakers stay competitive, especially as Chinese brands grow more capable and innovative at lightning speed. It seems like heritage gives brands a sense of authenticity and emotional connection, not to mention a kind of legitimacy when they push their technological credentials. But, you see, the game is changing—newer companies are positioning themselves today as high-performance, tech-focused brands with their own stories being written right now. Xiaomi’s quick development of a Porsche-beating EV really points to that—tomorrow’s automotive heritage is already being built by fresh entrants, challenging the old-guard to keep up on the innovation front while still respecting their legacy. It’s pretty interesting, isn’t it? How the lines between history, innovation, and branding are all blurring in this fast-paced industry.
Source: Noah Wire Services
