Rebranding for relevance – transforming GENIVI into COVESA

GENIVI was once a leading automotive technology alliance, backed by major OEMs, Tier-1 suppliers, and technology partners. It had played a significant role in advancing In-Vehicle Infotainment software globally. But as IVI became mainstream technology, the GENIVI name became associated with legacy systems rather than future-facing innovation.

In the rapidly evolving connected and software-defined vehicle landscape, the alliance faced a stark choice: reposition decisively or risk declining influence and eventual closure.

Our Approach

CMB led a full strategic rebrand, beginning with global research and stakeholder engagement that identified the opportunity to reposition the alliance well beyond infotainment, into the wider connected vehicle and software defined mobility ecosystem.

We defined the brand strategy and positioning before creating the new identity. The name COVESA, Connected Vehicle Systems Alliance, was developed to signal a forward-looking organisation with a broader mandate. The visual identity was built around connectivity, collaboration, and innovation, giving a global alliance the visual authority its new ambition demanded.

What we delivered

Full brand strategy and market positioning. Naming, from GENIVI to COVESA. Complete visual identity system. Member communications and launch programme across a global stakeholder base.

The impact

Today, COVESA is widely recognised as the leading global alliance advancing connected vehicle and software defined mobility. The organisation that faced potential closure is now the defining voice in one of the automotive industry’s most important strategic conversations.

What we delivered:

• Brand strategy and positioning

• Stakeholder research

• New name and narrative

• Visual identity and brand guidelines

• Full brand activation and launch strategy

The Results

• 134% increase in membership within 12 months, including four major global automakers

• Zero member attrition, signalling strong alignment and stakeholder confidence

• Significant pipeline growth with global tech and automotive brands expressing interest

• Over a year later, COVESA is widely recognised as the premier automotive alliance for advancing connected vehicle systems and software-defined mobility.