Creating an in-house agency is already driving increases in the speed and efficiency of Polestar’s marketing, while also protecting the brand’s values, says CMO Åsa Borg.
Marketing Week reveals the top 10 marketers in consumer goods, technology and automotive, part of our Top 100 Most Effective Marketers, sponsored by Tag.
The online car retailer is undertaking a “business realignment” programme to “de-risk the path to profitability” and deliver more than £200m in savings by the end of next year.
Maintaining strong branding can be a challenge for brands tapping into cultural moments, yet brand association was one of the key strengths of The AA’s ad.
Aston Martin aims to drive salience and differentiate its brand by building a more “emotional connection” with consumers.
As Mini trials its first metaverse experience, the car marque’s brand lead says marketers must be clear on objectives when trying to get buy in.
On a mission to save £200m over the next 18 months, the online car retailer says it is prepared to sacrifice near-term aspirations in search of “profitable growth”.
Consumers are comparing brands across sectors more than ever, fuelling Ford’s appetite for innovation. This will become even more essential given the move to electric vehicles is a “huge brand switch moment”, says marketing boss Pete Zillig.
Volvo Group’s chairman Carl-Henric Svanberg says companies need to think about what the new “world order” will look like as a result of the war, but he is in “no doubt” it will accelerate the green transition.
Brands have a duty to educate their customers honestly and transparently on the changes needed to tackle the climate crisis, said Volvo’s consumer director.
Consumers’ interest in electric vehicles is growing, and they’re willing to pay a premium, but few brands have built strong associations in this area.
As one of the CX50’s 10 Disruptors, Cazoo’s CCO explains why the online car retailer puts customer satisfaction above all else, and why customer-focused brands can’t get distracted by generating short-term sales.
With online DTC sales up 9% in 2021, Volvo is using the UK as a ‘pilot market’ for exploring new sales strategies.
Challenged to develop a compelling service offer to arrest years of decline, Toyota used research and a new creative concept to get drivers back behind the wheel.
Targeting some “fairly lofty growth aspirations” in 2022, Volvo plans to use its “marketing machine” to attract a new generation of customers.