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.
Renault Clio should be applauded for its powerful same-sex love story
Molly FlemingRenault is celebrating the Clio’s 30th anniversary with a campaign that quietly and thoughtfully tells a same-sex love story that doesn’t descend into cliche.
Working abroad: What it takes to be a marketer in Japan
Charlotte RogersIn the first of a new series looking at what it takes to be a marketer in different regions, Marketing Week puts the spotlight on Japan. From navigating the working style and overcoming language barriers, to determining marketing’s role in corporate culture.
How Honda shifted its content strategy from ‘attention-grabbing’ to storytelling
Charlotte RogersThe car marque has overhauled its approach to content and social in a bid to engage consumers ahead of the launch of its Honda E electric car next year.
Marketing Week Top 100 2019: The top consumer tech and automotive marketers
Marketing Week ReportersMarketing Week reveals the top 10 marketers in the consumer technology and automotive sectors, part of our Top 100 Most Effective Marketers project.
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VW overhauls its brand for a ‘new era’ as it attempts to put emissions scandal behind it
Molly FlemingVolkswagen has created a “no filter” brand world that includes the introduction of a new logo, brand design and female voice.