This study explores how organizational memory shapes a European car brand’s response to the transition of the car industry towards electric vehicles (EVs). Organizational scholars thought organizational memory could be instrumental when organizations adapt to changes. Presentations of organizational memory could carry symbolic meanings; thus, memory can bring resilience, enabling members to maintain identity and stability in turbulent environments. We analyze the press releases of a European car brand between 2000 and 2024 using text analysis and topic modeling. References to the brand’s founding year and core value increased significantly after 2013, suggesting a deliberate evocation of organizational memory to reinforce identity. This research highlights the strategic use of organizational memory to foster a sense of continuity. The finding of this research provides valuable insights into how organizations leverage their past to navigate present challenges and future uncertainties.