For better or worse, companies like Ford, GM and Chevy have established their brands in the American automotive vocabulary. But come 2004 there'll be a new kid on the
block.
Build-to-Order, a new American car company based in California, will offer what its Web site calls contemporary, emotive lifestyle vehicles that will be "delivered under an
American heritage brand of yesteryear."
The "heritage brand" may be under wraps, but the company is not. It has contracted with SHR Perceptual Management, a brand positioning company whose work in the automotive
industry includes the positioning of the revamped Volkswagen Beetle and the Ford Thunderbird.
Build-to-Order's cars will be built off the same platform and will share major parts and components, but each automobile will be individualized per a customer's specific order.
(SHR: Barry Shepard, 480/483-3700; APCO Worldwide for BTO, Sally Stewart, [email protected]; BTO, Scott Painter,
800/584-5000)