VW’s ‘Voltswagen’ stunt shows marketing effectiveness in action
Colin LewisJournalists reported VW’s fake name change to Voltswagen as a botched stunt, but it made the brand more famous for electric vehicles, which is exactly what it wanted.
Why one CMO swapped big brands for the chance to ‘build a household name’
Manny PhamMotorway’s first CMO Lloyd Page talks about his ambitions to drive brand growth using his marketing experience from established brands such as John Lewis, MoneySuperMarket and Virgin Media.
Meet the female marketers thriving in male-dominated sectors
Megan TatumFrom energy and transport to logistics and tech, female marketers are bringing their own style of leadership to traditionally male-dominated sectors and hoping to break down barriers for the next generation.
Volvo eyes electric future with switch to online-only purchase model
Matthew ValentineThe Swedish car marque is leading its premium rivals on a route away from traditional forecourts to an online-only purchase model focused on electrification.
Meet the car brands shifting gear as buyers go digital
Matthew ValentineFrom digital-first customer journeys to pushing the electrification agenda, car marques such as BMW, Audi and Kia are switching strategies to ensure their marketing keeps pace with consumers.
BMW invests ‘hundreds of millions’ in digital transformation
Matthew ValentineThe car brand is investing hundreds of millions annually over the next five years as it looks to create a seamless digital experience for customers.
Why Toyota used an old name to bring new technology to drivers
Matthew ValentineToyota targeted mainstream drivers wary of new tech and reluctant to be early adopters.
Nissan on reducing complexity and thinking holistically
Molly FlemingNissan’s head of customer experience loves to solve a puzzle whether that’s navigating Covid-19 or communicating the complexity of electric vehicles.
All change: The complex route ahead for automotive branding
Matthew ValentineAs car makers shift their focus from selling cars to providing mobility their brands are changing accordingly.
Jaguar Land Rover: We will invest in marketing despite the downturn
Sarah VizardThe car manufacturer’s UK marketing boss believes brands cannot and should not go dark during a recession, especially in the auto industry where long-term planning is key.
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Elon Musk will wish he got over his hatred of advertising long ago
Mark RitsonTesla’s founder has successfully built a brand by shunning ads – but they convince the mass market to pay a premium, and would deliver the profit margin boost the company sorely needs.
Ford brings in first brand and marketing director to ‘strengthen’ brand direction
Molly FlemingFord wants to build on its new brand positioning ‘Bring On Tomorrow’ as car marques jostle to position themselves for an electric car future.
Audi’s brand boss on how he is streamlining marketing
Molly FlemingOn a mission to recharge the Audi brand to deliver a sustainable future, head of brand, digital business and customer experience Sven Schuwirth is confident he has the recipe for success.
How Toyota AYGO found its personality and a younger audience
Ellen HammettForgoing the traditional hero spot in favour of a hyper-personalised approach not only helped Toyota significantly increase purchase consideration, but also deliver record sales in a declining minicar segment.
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Ads are pointless if the consumer doesn’t recognise the brand behind them
Mark RitsonRenault’s new ad featuring a lesbian couple is a beautiful story and cultural statement, but the brand’s presence is nowhere near distinctive enough.