Elly Lau is a Behavioural Analyst at Canvas8. With a degree in sociology and Japanese studies from the National University of Singapore, she operates at the intersections of cultural insight, strategy and storytelling. Armed with a uniquely APAC perspective, Elly has conducted research on DIY media in Singapore and East Asian art history. She also writes a music criticism newsletter in her spare time and is a lifelong defender of fangirl culture.

Target audiences in the automotive and transport sectors are skewing younger – for one, despite assumptions that Gen Zers are broke, 

 are actually buying luxury models as their first cars. In light of these demographic shifts, brands are speaking the language of fandom to appeal to younger customers who are hungry for ways to express their passions and identities. Recognising people's desire for cross-sector appeal, 

 are tapping into high fashion collabs that blend performance with style. Similarly, 

Delta Air Lines' exclusive co-branded amenities

 with Missoni leverage the luxury brand's appeal to enhance a sense of insider status for high-net-worth passengers. Moreover, people's relationships with mobility are increasingly shaped by their desires for 

 is harnessing the dynamics of hype in sneakerhead culture to create buzz around its Santa Fe SUV, while 

 is creating new jet-setting experiences centred around fandom immersion.

 or opulent travel options, luxury transport has always been about aspirational ownership and experiences. But as broader luxury attitudes shift towards inner fulfilment in place of conspicuous flexing, people's motivations to spend in the high-end transport sector are also changing. Brands are exploring more holistic expressions of aspiration that position premium mobility as a pathway to personal growth. For instance, 

 is enriching luxury train expeditions with sustainable initiatives to court HNWIs who increasingly prioritise social responsibility. In India, 

 are becoming a go-to that not only benefits the planet but also signals status for the country's 

. As people crave a slower, more intentional approach to the luxury automotive experience, 

 are moving away from flashy designs and instead dialling up bespoke features.

Transport is not just about getting from point A to B – it can be a deeply emotional journey that's connected to people's values and needs. This has never been more true as stress and anxiety levels continue to rise amid a perennial sense of crisis. Seeing how Gen Yers account for 

 of road rage incidents in the US, brands can consider positioning travel as an opportunity for self-soothing and respite. To this end, 

 is marrying nostalgic comfort with forward-looking tech, while Japanese firms are 

upcycling parts from old trains and aeroplanes

 to turn precious travel memories into collectibles. Brands that nail the emotional dimensions of mobility also understand that people's journeys often never happen in silos, and what makes travel meaningful is the bonding that happens in between – whether it's road trips with friends or cruises with grandparents. Prioritising emotions, Honda's 

 helps audiences imagine new EV adventures with their loved ones, while 

 is enticing travellers by promising connection and community on the sea.

 of UK passengers experience stress and exhaustion on their travels 

Growth in Electric Vehicle sales continues to outpace combustion vehicles in India despite a slowdown. Indeed, EVs are becoming a status symbol for those in India’s major cities and smaller towns; the challenge for brands will be adapting to a market typically focussed on affordability.

Electric two-wheelers are status symbols in India

Gen Y women’s changing needs and life stages are rewriting hustle-focused girlboss narratives of aspiration in favor of more intrinsic standards of success. How can luxury brands engage with them beyond tired, gendered stereotypes, especially as car purchases gradually shift online?

How can luxury car brands redefine female success?

Lowriding has a rich history in the United States but is a sector traditionally dominated by men, with women often relegated to being passengers or handling admin roles in lowriding car clubs. But Latine women are shaking up lowrider culture, establishing their presence at the forefront of the scene.

Who are the new female Latine lowriders?

Passenger numbers are almost back to pre-pandemic levels, but the airline sector is still battling cancellations and delays. Here’s how United Airlines is using technology to boost transparency, personalize its offerings, and improve customer experience even in the face of disruptions.

How United Airlines uses new tech to put travelers first

Ride-hailing platform Grab is updating the safety measures on its app to include an audio recording feature. As people confront traditional expectations of car ownership, brands have the opportunity to emphasise the value of technology and advanced tools in ensuring that road journeys are safer.

Grab enhances safety measures with in-app audio feature

Searching for the right car can be a stressful, daunting experience. But for overwhelmed drivers in the United Kingdom, Auto Trader is helping them make sense of the car-buying process through trust, transparency, knowledge sharing and convenience with benefits for both people and dealerships.

How Auto Trader helps British drivers buy smarter

As Americans are increasingly traveling longer distances to get to work, transport choices are becoming integral to their lifestyles. Canvas8 spoke to eight people across the US about their habits, challenges and priorities when considering EVs, carpooling, and public transit.

What do Americans want from their transport choices?

While Britons often turn to buses and trains as eco-options, they’re increasingly unhappy about rising costs and unreliable services – especially outside major cities. Canvas8 spoke to seven people across the UK to find out what's dictating their mobility choices.

What do Britons want from their transport choices?

Train travel may be on the up, but so are rail journeys from hell. The disruptions and cancellations are only half the battle for disabled passengers. Avanti West Coast is one operator modernising the customer experience with both innovative and inclusive features to upgrade UK rail.

How Avanti makes way for personalised access on UK rails

Filipino commuters are turning to e-trikes as a way to avoid high levels of traffic congestion. With metropolitan transport in a state of crisis, people are looking for more efficient ways to get around, and new micro-mobility solutions are emerging to answer this demand.

Filipinos hack the commute with electric three-wheelers

What do people want from their car purchasing journeys? What are the key initiatives driving inclusion in the sector? How are people hacking transport systems for their immediate needs? Why is the desire for self-expression finding its way into mobility and transport choices?

Getting Around Sector Snapshot: September 2024

While convenience, practicality, and affordability have always been at the heart of transportation choices, people are becoming more aware of the cultural factors at play. From their values to fandoms to subcultures, people want to be emotionally and intellectually connected to the ways they get around.

Express-ways

People are becoming more aware that getting around is a question of equity and accessibility as well as convenience. They want equal access and comfort for different demographics both on the road and in public transport. With inclusivity historically being a low priority in transport systems, new initiatives are emerging to fill the gap.

Democratised Destinations

Not only are public transport systems worldwide under pressure but people's needs and lifestyles are also changing rapidly. As transport infrastructure can be slow moving, users do not always feel supported. Seeking a way to move around that suits them, many are looking for shortcuts to the system.

Hacking Mobility

With economic instability and an abundance of choices in the automotive sector, people want to have a slower, more considered, and transparent process when buying a car. Carefully deliberating over choices is paramount to ensure they get a vehicle that suits their needs.

Considered Choices

Zoomcar has launched a partnership with Mappls MapmyIndia to integrate its cars with AI-driven map technology. As people seek ways to make their journeys smoother, brands can utilise the power of new technologies to enhance the travel planning process and make public transport accessible to all.

Zoomcar and Mappls enhance road travel in India

Renault has released the R17, a concept electric vehicle based on the 1971 Renault 17. With EV adoption facing challenges around the world, a number of auto manufacturers are blending nostalgia and sustainability by bringing retro-inspired designs to the electric vehicle market.

Renault concept EV blends nostalgia and sustainability

Tesla has launched the all-electric Giga Train in Germany, providing free rides between Erkner Station and Tesla Sud for employees and the public. This sustainable transit initiative emphasises the rising appeal and accessibility of greener transportation to a broader audience.

Tesla unveils first all-electric train in Germany

Trainline is transforming European rail travel by making it more affordable, culturally engaging and aligned with the growing demands for ‘slow travel’. Through innovative technology and strategic partnerships, the platform enhances accessibility and sustainability.

How Trainline accelerates Britons’ love for slow travel

Uber is trying everything in India – from flexible pricing and cheaper two-wheeler alternatives to switching to electric vehicles. The company achieved a goal of reaching a million drivers this year, but is this enough to keep pace and fend off competition in a robustly evolving mobility market?

How Uber keeps pace with India’s need for dynamic mobility

Once the undisputed ruler of the electric vehicle market, Tesla now faces intense competition and changing preferences. How is it adapting its strategies to maintain leadership? And can a combination of family-friendly vehicles and AI innovation counter ambivalence towards the brand’s founder?

How Tesla is targeting accessibility to stay relevant

Is car ownership a thing of the past? Are driverless cars the future of shared mobility? How will extreme weather impact public transport? In this chapter of Expert Outlook 2025, we speak to three experts about how technological, social, and environmental shifts are set to impact travel next year.

2025 Expert Outlook on Getting Around

British luxury carmaker Aston Martin has ventured into the world of fashion through a collaboration with BOSS. The partnership takes cues from the worlds of motorsport and premium apparel, courting existing luxury audiences who are shopping in alternative product categories.

Aston Martin x BOSS courts cross-category shoppers

Tesla's 'Dog Mode' was designed to offer in-car pet care during hotter months. However, the feature has come under scrutiny, with tests finding inconsistencies and reports of glitches during the summer season. As people look for pet support, trust in tailored offerings is central.

Tesla’s 'Dog Mode' glitch challenges automated car care

A report published by the EAFO has revealed widespread interest in electric vehicles. However, people are concerned with charging infrastructure, providing brands in the auto space with an opportunity to meet audience needs and boost brand salience through charging networks.

EAFO report flags up ongoing EV charging challenges

Lime is entering Japan’s growing e-scooter market, competing against homegrown startup Luup. Even as uptake has slowed among other countries, Japan’s micromobility market is expanding, with companies having to adhere to strict governmental regulations that address safety concerns. 

Lime e-scooters enter the Japanese micromobility market

The EU has announced plans to reduce tariffs on Tesla EVs made in China while maintaining higher tariffs on other Chinese EVs. According to ING, this risks slowing the push to net zero, pointing to the complex relationship between people’s financial concerns, desire for convenience and ethics.

Fluctuating EV cost in Europe reveals dwindling interest

Melbourne has become the latest major city to ban e-scooters, citing frequent resident complaints about safety and cleanliness as reasons. Despite the controversy, there's still a need for micromobility solutions and infrastructure that make sense for city life. 

Tensions rise between mobility hackers and city halls

Waymo has announced plans to begin testing fully autonomous vehicles on freeways in San Francisco in August of 2024, pointing to a growing normalization of driverless cars. As more driverless vehicles begin to fill roads, it remains to be seen whether more drivers will adopt the technology.

Waymo expands driverless cars to San Fran freeways

Southwest Airlines is teaming up with ten content creators to appeal to Gen Z shoppers on social media. As young people increasingly rely on social media for purchase decisions, they want brands to partner with creators who can authentically represent their products beyond the price tag.

Southwest Airlines sets sights on Gen Z social shoppers

NIU, a Chinese luxe e-scooter brand, is speeding ahead of the market with its award-winning designs. With e-scooters becoming popular to both the eco- and cost-conscious, NIU proves that safety and the ability to customise are key in courting new scooter fans – especially Gen Z.

How NIU scooters drive personalised eco-travel in China

With about 663,000 Australians confronting mobility challenges, the Australian wayfinding app BindiMaps answers to those with accessibility needs by navigating indoor spaces. Inclusivity-driven, it deepens customer convenience by providing built-in accessible text, audio, maps, routes, and more.

How BindiMaps helps Aussies find ways to public autonomy

Offering a compelling combination of space, technology, and fuel efficiency, the Ford Puma is thriving among cost-conscious Britons. With many people purchasing based on practicality and affordability, the SUV’s dominance highlights the importance of understanding the needs of the everyday driver.

How utility drives the success of the Ford Puma in Britain

A Mercedes partnership will add DC fast chargers to 100 Starbucks along Interstate 5, the main north-south highway on America's west coast. As EVs transform how we 'refuel', people will seek new ways to spend charging time, turning brief gas station stops into longer, more meaningful experiences.

Mercedes-Benz and Starbucks expand EV charging network

HNWIs are looking for heightened levels of luxury throughout their purchasing journey. Offering them slower and more indulgent in-person experiences has become key to winning them over. Tapping into this and pivoting further upmarket, Jaguar has opened the first of its boutique stores.

Jaguar stores tap HNWIs' love of slow experiences

Jaguar is planning to end its production of petrol and diesel vehicles and move to an all-electric line-up. It will replace its old models with new ones with improved technology and design, providing high-quality, sustainable transport options that seek to ease concerns around EVs' performance.

Jaguar prepares for a new all-electric era

The EV brand Zeekr has been edging out Tesla in the brand’s home turf of China, thanks to its focus on sleek modernity and efficiency. Zeekr’s rapid output and practical functionality deliver new features to Chinese car-seekers that simultaneously drive patriotic purchases and the local workforce.

How Zeekr shifts the EV gear toward Chinese identity

Citroën’s new campaign shows revolutionaries stealing ë-C3s from an aristocratic 18th-century party to drive home the message that 'Electric is no longer for the elite'. With the cost of living influencing eco priorities, Citroën is aiming to offer a new narrative around environmental purchases.

Citroën uses a revolutionary message to promote ë-C3s

Luna Rossa Prada Pirelli has partnered with UNESCO to promote ocean conservation at the 37th America's Cup. This collaboration highlights people's increasing expectations for brands and sports to protect the environment and raise awareness about marine protection issues.

Luna Rossa Prada becomes UNESCO's ocean ambassador

Australians in urban centres spend approximately an hour commuting daily, depending on which major city they live in. With the rise in the cost of living, changes in hybrid working options, and emphasis on ‘greener’ commuting choices, how and how long people commute daily is evolving.

Australian public transport faces a crisis – how are Aussies coping?

Even though most cities have textured sidewalks to help blind individuals navigate the busy streets, they lack one thing – indicators for businesses and services so that navigators know what shop they're at. But in Peru, this is changing with SightWalks, which gives greater autonomy to blind people.

SightsWalks offer simple inclusivity with tactile tiles

Increasingly, young people are opting for convenience and efficiency in their transport, and the app Hiyacar provides the perfect solution. By enabling people to rent out private vehicles, the start-up leverages the sharing economy to offer personal transport for Britons with car commitment issues. 

How HiyaCar found new routes to car ownership in the UK

Bentley Motors epitomises British luxury, blending heritage with innovation to thrive in a changing world. Through hyper-personalisation and exclusive brand offerings, it has maintained its positioning at the forefront of luxury motoring despite worldwide economic uncertainty.

How Bentley drives hyper-personalisation for HNWIs

Car buying is becoming increasingly unaffordable for Gen Zers, particularly for those without help from the bank of Mum and Dad. As this group grows disenfranchised, there is fertile scope for brands to serve the needs of this group, inviting them back into the conversation.

What Gen Zers want from their car shopping experience

The number of EV chargers in California is slowly catching up to the number of gas stations, pointing to a turning point for a major barrier to EV adoption. While charging infrastructure is improving, consumers are still looking for innovation to help make EV charging frictionless and efficient.

California's EV chargers point to mass adoption

With a growing demand for electric vehicles (EVs), more people are opting for used EVs to combat higher prices. But what other factors are encouraging consumers to purchase pre-owned EVs? And how can brands further tap into buyers who are looking to go electric at an affordable price?

What’s encouraging people to buy pre-owned battery EVs?

Lack of funds and mishandling of public infrastructure have led to the privatisation of beaches in Lagos, Nigeria. As global warming and the climate crisis intensify, brands have an opportunity to tackle environmental issues and appeal to consumers who want to take breaks in nature.

Beaches in Lagos are being privatised

Electric vehicles are becoming a popular, greener alternative to gas-powered cars. But even with falling prices, tax incentives, and carmakers reaching entry-level buyers, barriers to mass adoption persist. How are brands and government incentives encouraging American drivers to switch to EVs?

What are the challenges faced by American EV buyers?

Ultra-low-cost carriers offer a no-frills experience at very low fares and charge mercilessly for ancillary services. With consumers more willing to splurge on travel, demand for premium cabins has gone up. How can budget airlines keep up when people increasingly see travel as an indulgent treat?

How can budget airlines win back value-conscious travelers?

Climate change is a leading issue and the UK government has committed to a net zero emissions pledge by 2050. To reach it, voters must also take action and need political parties to support them. But in economically unstable times, how can political parties mobilise Gen Z voters?

How do UK voters feel about climate policy?

As part of an attempt to change China’s title as the world’s biggest polluter and bridge the say-do gap in EV adoption, homegrown brands are working double time to make innovation as accessible as possible. BYD rises to the top of this list, overtaking Tesla’s dominance in the eco-driving market.

How BYD speeds up Chinese drivers’ access to green vehicles

Toyota has announced a 60% discount on its hydrogen-powered Mirai sedan as hydrogen fuel prices skyrocket in California. Although people claim they’re keen to make big lifestyle changes to help the environment – including spending more money – the intention-action gap remains for many.

Toyota slashes price of hydrogen EVs to boost adoption

The University of Philippines Los Banos (UPLB) is set to test-run an eco-friendly bike-sharing app for students. As eco-conscious consumers remain committed to making sustainable everyday choices, there's an opportunity for brands to enhance transparency and active participation.

Philippine university pilots an eco-bicycle sharing app

In the Philippines, rising prices, traffic, and inefficient modes of public transportation take out a big chunk of commuters’ precious time every day. To cope, Filipinos exhibit resilience through organised online communities, humour, and alternative ways to get around the city.

How Filipinos navigate poor public transport through community

Rental e-bikes, e-scooters, and cars are rapidly becoming part of many Britons’ day-to-day routines. What’s driving them to choose these shared mobility services – and do they prefer them to owning their own vehicle? Canvas8 spoke to eight people in the UK to find out. 

What’s driving Britons towards shared mobility services?

Despite car ownership being a key marker of the American lifestyle, shared services are booming thanks to a desire for affordable and low-maintenance transport options. Canvas8 spoke to eight people from across the US to find out why they opt for e-bikes, scooters, and ride-hailing apps.

What’s driving Americans towards shared mobility services?

Research has revealed that Gens Y and Z are more prone to aggressive driving accidents than older generations. Driven in part by elevated levels of anxiety among younger people, automakers and brands in this space have an opportunity to help limit stressful driving conditions.

Gens Y and Z are suffering from road rage in the US

Have we reached the watershed moment for EV adoption? How are shared mobility services shaping the lives of urbanites? What does it take to get people to switch to more innovative or sustainable travel methods? What are people’s expectations from exclusive travel experiences?

Getting Around Sector Snapshot: February 2024

With innovation rapidly advancing in the luxury travel industry, people are seeking more exclusive journeys that can deliver a unique experience beyond arrival at the final destination. Whether travelling by air, land, or rail, brands that cater to growing lifestyle changes without compromising on quality are gaining the favour of eco-conscious luxury travellers.

Exclusive Journeys

People are open to adopting more innovative or sustainable travel methods – but they want brands to ensure they address the pain points around them first. As a result, people are looking for human and user-centric approaches to make their transport experiences as smooth as possible.

Smooth Rides

With high costs and sustainability ethics making vehicle ownership increasingly unachievable, shared transport has become an attractive option – both for affordability and regarding future-facing green strategies.

Shared Services

Innovation and falling costs are causing electric vehicles to finally emerge as an achievable reality for more people than ever. Increased battery capacity, stronger charging infrastructure, cheap yet reliable options, and novelty offerings are opening up the world of more sustainable transport.

EV-olution

P&O Cruises is enticing travellers with a promise of both new connections and quality time with loved ones. Following an uptick in both loneliness and a post-pandemic revenge travel mindset, people are increasingly looking for maximalist experiences that can also facilitate relationship building.

P&O Cruises prioritises connection and quality time

Data shows that China’s BYD has surpassed Tesla to become the top EV manufacturer globally. With APAC shaping up to be the next battleground for EV dominance, brands need to strike a balance between accessibility and premiumisation when courting customers from emerging markets.

China's BYD beats Tesla in global EV race

Consumer electronics brand Xiaomi is launching its first electric car with the unveiling of the SU7. The brand is taking a ‘human-centric’ approach that aims to mesh the in-car UX with the experience of its smartphone users, creating a point of difference as battery technology and range improve.

Xiaomi takes a human centric approach to EVs

Safety first! Creatara’s two-wheeler electric vehicles (EVs) are winning among fast-paced Indian Gen Zers with their innovative designs, security guarantees, and customisation options. Will its efforts be able to keep up with, or even help, India’s EV push, and what does this mean for other brands?

Why Creatara accelerates EV safety for Indian Gen Zers

Veuve Clicquot and Belmond have teamed up to curate a selection of exclusive train journeys across three continents aimed at HNWIs. Amid an economic crisis, the collaboration highlights how brands are catering to a subset of the luxury demographic via unique and sustainable travel experiences.

Veuve Clicquot and Belmond cater to luxury eco-travel

Getting Around

People want their transport choices to reflect their identity