Interview: How Sixt Manages Its Brand Under Real-Time Pressure
Not every brand dares to take a clear stand. Sixt does. But how much risk is appropriate when everything happens in real time? Eliah Werner, Vice President of Brand at Sixt, explains why taking a clear stance is more important than any quick reaction—and how AI today drives speed without diluting the brand. Learn more at the Swiss Brand Congress on June 10, 2026, in Zurich.
In an age when brands are constantly at risk of getting caught up in social media backlashes: Where do you draw the line between taking a bold stance and taking a calculated risk, and has that line shifted in recent years?
We ask ourselves this question constantly within our company. For us, it’s crucial that our communication authentically aligns with the brand—not that it’s provocative just for the sake of being provocative. Yes, the line has shifted. The public debate has become faster, louder, and more polarized. This forces us to exercise greater caution up front, without losing our courage. There’s no such thing as a risk-free approach, but there are calculable risks.
Your campaigns are created almost in real time. How do you ensure that speed doesn't come at the expense of strategic alignment—and thus brand integrity?
Speed only works when built on a solid foundation. When brand values and tone are clearly defined and truly internalized, there’s no need to re-discuss everything on the spot. That gives us room to maneuver. Nevertheless, we have internal coordination processes that ensure even quick decisions align with our overall strategy.
Many brands lose their distinctiveness after the founding era. Which aspects of the model pioneered by Erich Sixt are still relevant today, and which elements have you further developed?
The core—courage, clarity, a distinctive tone—remains as relevant and valuable as ever. What has changed is that today, the brand must function across significantly more markets, channels, and contexts. This requires systematically embedding the brand’s ethos, rather than making it dependent on individual people. Evolution, not revolution.
This year’s theme at the Swiss Brand Congress is „Brand Management as a Team Sport—AI as a Team Member.“ Where exactly does AI fit into Sixt’s brand work today, and at what points do you consciously draw clear boundaries?
The best prompt is a strong brand DNA. AI supports us today in many operational areas—from product variants to production and analysis. This drives efficiency and speed. At the same time, we’re convinced that core strategic and creative decisions require human judgment. And in this regard, we’ve developed a clear conviction: The best prompt is a strong brand DNA. The more clearly defined it is—who we are, what we would say, and what we would never say—the better AI works in the brand’s best interest. Brand ethos cannot be delegated. But when it is truly clear, it can be communicated very effectively—even to a language model.
Live on stage:
Eliah Werner will take the stage at the Swiss Brand Congress on June 10, 2026, at the Dolder Grand Hotel in Zurich. In his presentation, he will discuss brand management at Sixt and explore issues related to pace, continuity, and the polarization of a brand with a strong heritage. The congress is Switzerland’s largest industry gathering and is aimed at brand decision-makers, service providers, and media representatives. For more information and to register, visit: https://www.marken-kongress.ch/
