Automotives

Nissan’s marketing boss Roel de Vries has said he would be ‘happy’ if the word digital disappears, saying brands should be focusing on integrating their marketing channels and making communications more consistent if they want to build a strong brand that resonates with customers.

Motor shows have traditionally been used to showcase new models but Kia and Hyundai owner Hyundai Motor Group is changing tack this year to promote its brand.

You might expect the usual route to marketing director to include a stint as head of brand or ecommerce. Few would suggest a career path of finance to marketing director. 

Peugeot is shifting its marketing to portray a ‘more thrilling experience’ after admitting that the brand can be seen as less exciting than rivals such as Volkswagen.

Land Rover is looking at ways it can extend its ‘Can and Will’ campaign beyond this summer after its marketing director said it has been the most successful campaign so far at tapping into the emotion around the brand and engaging both customers and Land Rover staff.

Jaguar is hoping to make its brand more ‘inclusive’ with the launch of its new XE compact saloon car, which aims to transform Jaguar into a major player in the premium car market.

Mini is launching what it claims is the biggest tailored cinema campaign ever in the UK that will see the car marque create 147 different versions of an ad tailored to the dealership nearest the cinema.

Land Rover is using the launch of its new Discovery Sport model as a ‘catalyst’ to ‘take a big step forward’ with its marketing by running its first digitally-led campaign.