- Case Studies
- Defense
Lowental Hybrid is an Israeli defense-tech company, founded in 2018, that builds the world's first Native Parallel Hybrid™ propulsion systems for tactical UAVs and loitering munitions. Its hybrid engines combine electric and combustion power on a single drivetrain, delivering 5× the endurance, a silent flight mode for covert operations, in-flight battery charging and dual-power redundancy.
Led by CEO Doron Fridman, an IAF veteran, with Maj. Gen. (Ret.) Amikam Norkin, former Commander of the Israeli Air Force, as Chairman, the ~20-person team [TBC] had world-class propulsion technology. What it lacked was a way to say, simply and convincingly, what that technology does and why it matters. That's where SAGE Marketing came in.
open websiteLowental Hybrid approached SAGE with three clear objectives:
Establish a clear and differentiated market position: Ensure Lowental Hybrid is understood as a distinctive, credible player in the UAV propulsion market, with a compelling reason for OEMs and defense programs to choose it.
Build market credibility and leadership: Strengthen the company’s perception as an innovative, trusted, category-leading engine partner capable of meeting the demanding requirements of UAV manufacturers and defense programs.
Create sustainable commercial demand: Increase visibility and consideration among the right target audiences and generate a pipeline of opportunities that supports business growth.
Lowental Hybrid’s engineering was years ahead, but its marketing wasn’t. The team struggled to explain what it does, and the brand never reflected the technology behind it.
- A complex, deep-tech story that had to be translated into mission outcomes for four very different audiences: OEMs, integrators, procurement leads and local partners.
- A noisy category: Many competitors claimed “hybrid” and talked specs, not mission impact. No one owned the true hybrid propulsion voice.
- No clear brand: There was no consistent messaging, slogan or visual identity.
- No visibility, no leads: A slow website that barely showed up in search, and inbound leads close to zero.
The central challenge was positioning Lowental Hybrid not as another engine supplier, but as the company setting a new standard for UAV endurance and mission flexibility.
From UAV Engine Supplier to Mission-Ready Propulsion Leader
SAGE started with a full brand strategy: a market analysis, a review of eight competitors and audience mapping across four buyer groups. The key insight was simple. Competitors were all talking about flight time and tech specs, but for an operator, the real enemy is mission failure. So we shifted the conversation to one idea: mission success depends on propulsion.
From that insight we built the brand platform. It positions Lowental Hybrid as “The Native Parallel Hybrid™ Company”, with the brand essence “Mission-First Propulsion. Parallel by Design.” and a brand story that opens with the operator’s pain: “Your mission shouldn’t end with your battery.”
We then rebuilt the brand from the ground up: a new brand language, visual identity and the tagline “Parallel by Design. Engineered to Outfly.”
With the foundation in place, we built an always-on awareness engine:
- a new website optimized for search and GEO, led by the headline “The World’s First Native Parallel Hybrid™ Propulsion”
- CEO thought leadership articles on US Defense outlet the UST and on website
- a LinkedIn newsletter from the CEO
- a branded presence at XPONENTIAL Europe, SOF Week 2026 and AUSA 2026.
For years we knew our technology was ahead, but we couldn't explain it the way it deserved. SAGE gave us a clear message, a brand we're proud of and a steady flow of leads. Today, when we walk into a tradeshow or publish an article, the market knows exactly who Lowental Hybrid is.
Come closer! What did you say your name was?
