ABOUT

Cubic³ is the connectivity software powerhouse helping global OEMs unlock the full potential of software-defined vehicles.

Formerly Cubic Telecom, they started as a bridge between OEMs and mobile network operators to enable cross-border connectivity. But that role evolved. With 25+ million devices now under management and a platform trusted by the world’s largest OEMs, Cubic³ had outgrown its original role. But their brand hadn’t kept up.

Despite deep partnerships with VW Group and Qualcomm, Cubic³ was still widely misidentified as a telco. In reality, they’d built category-defining software. A €475m investment from SoftBank only raised the stakes. The new brand had to reflect not just who Cubic³ was, but where it was heading next.

We were brought in to reposition Cubic³ as the software-first connectivity partner of choice for global OEMs. That meant defining a clear proposition, rationalising a fragmented brand architecture, and building a system that could flex across markets, teams and touchpoints, uniting global teams, and giving Cubic³ the tools to show up as the software leader they truly are.