A good story cuts through.

Yesterday I had the pleasure of immersing myself in the world of iconic marques at the London Concours.

Amidst the AC Cars, Ferrari, Lamborghini , Aston Martin Lagonda, McLaren Group, Maserati and Porsche, it wasn’t just horsepower or price tags that turned heads, it was brand storytelling.

Take Alpine.

Listening to Gavin Kearney passionately talk about the A110 was a reminder that people don’t just buy products, they buy meaning.

Alpine’s rallying roots, its David-vs-Goliath spirit, and its rebirth as a modern, agile driver’s car, it’s not just a car, it’s a narrative.

As Gavin highlighted, it’s a story not unlike that of British marque Group Lotus.

These stories don’t just inspire, they make brands memorable. And during challenging times, that’s invaluable.

An example of this in action is the launch of Alpine’s new A290. Creating France’s first electric hot hatch could have been a tough gig, but it’s a masterpiece.

Starting with the Renault R5, Alpine injects its sporty DNA and premium engineering. This isn’t a rebranded Renault, it’s a performance-focused, electrified hot hatch with real character. The A290 carries Alpine’s spirit forward and earns its higher price point thanks to a past rich in purpose and pedigree.

But Alpine wasn’t the only marque reminding me how heritage can enhance relevance. Morgan Motor Company’s new Supersport was another highlight.

A brand-new car with one foot in the future and the other planted firmly in over a century of tradition. Beautifully engineered, yes - but what really gives it power is the why.

As Henry Baker explained beautifully, Morgan isn’t trying to out-tech Tesla or out-speed Porsche AG.

It’s creating immersive experiences by building just 800 coach-built, characterful cars each year that tell a story of craft, identity and continuity.

It’s Morgan telling the world exactly what it stands for, without saying a word.

All of this shows that in a world full of noise, a story well told still cuts through.

This is how they stand out against the wave of new entrants, who might have cutting-edge technology but often lack the rich tapestry of history and emotional resonance.

These brands stand out not just because of what they build, but why they build it. They remind us that storytelling doesn’t just support a brand, whatever sector - it makes one.

We Are Acuity has over 25 years experience in automotive marketing. To find out more have a look at our Automotive page here. Or alternatively read more about Local Marketing on our blog page "Local Thinking': https://www.weareacuity.com/local-thinking-our-blog