The Founder

The wheel Tesla never made.

Alexander Florman runs The New Aero (TNA) out of Sweden. He met his co-founders, Rasmus and Ulrich, through the Tesla Owners community, where progressive ideas got shared and challenged. They kept landing on the same gap: Tesla had pushed car design forward in nearly every direction, and stopped short at the wheel.

So they built the wheel Tesla never made. EV-specific designs engineered for handling, lower drag, and less energy use. Manufactured in Europe with TÜV-approved partners (Fondmetal in Italy, now Ronal AG in Switzerland). Every wheel and every size third-party tested, every certificate downloadable. Closing in on ten years, still 100% founder-owned.

For a product whose value lives in the details, the way it sits on a specific car, in a specific colour, on a specific road, brand visuals carry an unusual amount of weight. They have to show the wheel in the right setting and they have to do it credibly. That used to be a real problem.

The Challenge

Shipping wheels back and forth for one campaign a quarter.

Every campaign meant logistics. Arrange the cars. Find a location. Ship the wheels there and back. Coordinate the photographer. Wait for edited images. The result was a single set of environments, a limited range of car models, and no easy way to show anything differently without doing it all again.

Output was capped by what got shot. So Alexander prioritised. One campaign per quarter, several thousand euros each, hope it lasted, and start planning the next one months in advance.

What customers actually wanted was variety. Their car. Their colour. Their kind of road. None of which a single quarterly shoot could deliver. So the brand made do with less.

I can do it all myself as founder and CEO, keeping the quality consistent and in line with our brand.

Alexander Florman, Founder & CEO

The Turning Point

An ad. A try. A short learning curve.

Alexander had tried other AI tools before. None held up. So when he saw an ad for Kive, his expectations were low. He tried it anyway.

After a short learning period, he was creating one to two campaigns a week, in under an hour each. The technique he leans on most: googling reference photos from a location he has in mind, then using Kive's reverse-prompt feature to understand how to describe that light and that landscape. Over time, that grew into a personal catalogue of prompt excerpts. A library of moods and environments he can pull from anytime.

Now ideas don't have to wait for production windows. He writes them down when they hit, then opens Kive when he has time, on a flight, in a hotel, between meetings. "Overall it is a very rewarding process."

On Control

What makes Kive different for Alexander is unusually personal. He's the one making the campaigns now.

"I can do it all myself as founder and CEO, keeping the quality consistent and in line with our brand." For a small founder-led brand, that single sentence carries weight. The aesthetic, the tone, the timing, all of it stays in his hands. Nothing handed off, nothing approximated, nothing waiting on someone else's calendar.

Which is why one campaign a quarter has turned into one or two a week.

How He Uses It

A campaign workflow that runs from anywhere.

• Catch the idea first, build it later
  • A great location. A particular quality of light. A road that feels right for the brand. Alexander notes the idea down when he sees it, wherever he is. Then he comes back to it in Kive when he has time. The idea and the build are decoupled, so inspiration doesn't go to waste waiting on a production window.
• Reverse-engineer the light
  • He googles reference photos from a location he has in mind, then uses Kive's reverse-prompt feature to understand how to describe that light and that landscape. Over time, that practice has grown into a personal catalogue of prompt excerpts: a library of moods and environments he can pull from anytime.
• Show every car, every colour
  • Customers want to see the wheel on their car. That kind of personalisation used to be impossible at the campaign level. Now the same campaign can show TNA's wheels on a Model S, a Model 3, a Model Y, in different colours and on different roads. Customers see themselves in the image. That changes how the product sells.
• Done in under an hour
  • Start to finish, a full campaign now takes less than an hour. Alexander does it on a Tuesday afternoon, or at a hotel desk while travelling. The campaign goes out. And then he starts thinking about the next one.