While society has pushed marketing for the better, the car marque’s managing director Stephen Norman says most marketing still lacks brilliance and the rise of digital hasn’t helped.
The ‘Prius effect’ demonstrates the importance of distinctiveness – products need to fit the narrative of a consumer’s self-image.
Automotive brands are innovating the customer experience through digital technology: these are the trends that look set to impact the industry in future.
Stephen Norman became managing director of the car marque last year after four decades in car marketing, and has spent the past 18 months repositioning the floundering car brand.
As Citroën celebrates its centenary, its marketing boss is looking to the past and the future both of the car industry and marketing.
While Volvo’s marketing strategy director Mike Johnstone says there are benefits to spending his entire career in the automotive industry, he is keen to hire from outside the sector to encourage new ways of working.
By using econometrics, Audi has found ads that cut-through are three times more efficient at driving orders, making creativity “really key” for the business, a learning it is taking to the rest of its communications.
Many marketers will see Tesla’s decision to shut its dealerships in favour of online sales as another example of physical retail’s decline, but the real reason is more mundane – cash.
BMW is looking to widen its potential audience by creating “relevant and snackable” content that engages consumers beyond cars.
The Japanese car marque has created a new division in Europe so it can do more personalised marketing and avoid using TV for tactical campaigns.
PSA Group, which manufactures brands including Peugeot, Citroen and DS Automobiles, wanted to re-engage local garages with the brand as it looked to boost its share of the £21.6bn aftermarket sector.
Auto Trader partnered with AppNexus in a bid to improve its click-based performance and maintain its share in an increasingly competitive market.
From titans of industry to serious misconduct investigations, this year high-profile founders lost their shine as employees and brands seized back control.
Ahead of the new season, which begins later this month, Formula E has launched a major brand campaign it hopes will show the world the sport is more than just electric cars.