Build-To-Order, Inc. (BTO), a new American car company, announced June 17 it has selected SHR Perceptual Management to lead BTO's consumer brand strategy, market positioning, and visual language development. "BTO has the ability to produce exceptional vehicles through its outsourced engineering and assembly system. This streamlined approach will enable us to focus on creating a captivating brand, a compelling customer experience, and unique, provocative vehicle designs," said BTO chairman Scott Painter. "SHR will be instrumental in translating our target customer's emotional needs into a powerful visual language that differentiates our products from other car companies. SHR has consistently demonstrated superior results with its past automotive clients and we are confident they will help BTO to establish a brand that will clearly reflect BTO's innovation and intelligence." SHR, based in Scottsdale, AZ, is a brand positioning and identity leader with experience in the automotive sector, including brand development for the Ford Thunderbird and the Volkswagen Beetle. SHR says it will create an overall brand image, nomenclature strategy, and a new visual language for logo and vehicle design for BTO. "SHR requires that all of its clients focus their brand to a core essence that resonates with the target consumer, differentiates from the competition and is true to the values of the organization," said Barry Shepard, president of SHR. "BTO's unique value proposition will form the basis for the development of a very solid brand that will achieve these objectives. We are excited about having the opportunity to be part of this exciting effort to bring customers a new car company with new product and a new experience for buying and ownership." About Build-To-Order Build-To-Order, Inc. (BTO) is a new American car company that is developing a portfolio of vehicles, built off the same platform, sharing major parts and components and individualized to customer specifications. Headquartered in Santa Monica, CA., BTO says it is focused on offering customers up-front pricing and a better car buying and ownership experience. All BTO vehicles will be built in direct response to a customer order so customers never have to settle for what is in stock. By employing contract engineering and assembly, BTO claims it will integrate the industry's best practices into one system. For more information about Build-To-Order, please visit About SHR Based in Scottsdale, AZ., SHR Perceptual Management was founded in 1970 by Will Rodgers and Barry Shepard. SHR projects have included the revitalization of Volkswagen's new Beetle. SHR has been involved in branding and design work for Alaska Airlines, Audi, BMW, Boeing, Coca-Cola Company, Dodge, Ford Motor Co., General Mills, Inc., M&M/Mars, Mattel Inc. and Samsung. For more information, please visit