The rapid growth of the Electric Vehicle (EV) industry has led to the emergence of brand communities that play a crucial role in consumer engagement, loyalty, and advocacy. This study explores the strategies used by the Wuling Electric Vehicle Indonesia (WEVI) community to foster brand engagement among its members. Using a qualitative case study approach, data were collected through in-depth interviews, observations, and document analysis to examine the key factors influencing community participation. Findings reveal that WEVI successfully builds engagement through three core elements of brand community: shared consciousness, rituals and traditions, and moral responsibility. Shared consciousness is cultivated through strong member interactions, collaborative support systems, and a collective identity that differentiates Wuling EV users from other brands. Rituals and traditions, such as regular meetups, convoys, and brand-related events, strengthen member bonds and reinforce brand loyalty. Additionally, moral responsibility is evident in the community’s willingness to assist members in need, provide technical guidance, and facilitate problem-solving discussions, thereby enhancing trust and long-term commitment.

Kata Kunci:Brand Community, Electric Vehicles, Community Engagement, Wuling EV, WEVI Community