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.
The Swedish car marque is leading its premium rivals on a route away from traditional forecourts to an online-only purchase model focused on electrification.
From 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.
The car brand is investing hundreds of millions annually over the next five years as it looks to create a seamless digital experience for customers.
Toyota targeted mainstream drivers wary of new tech and reluctant to be early adopters.
Nissan’s head of customer experience loves to solve a puzzle whether that’s navigating Covid-19 or communicating the complexity of electric vehicles.
As car makers shift their focus from selling cars to providing mobility their brands are changing accordingly.
The 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.
Tesla’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 wants to build on its new brand positioning ‘Bring On Tomorrow’ as car marques jostle to position themselves for an electric car future.
On 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.
Forgoing 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.
Renault’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 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.
In 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.
The 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.