Motor, auto: Compact, small family models

 

In 2000, Honda Quebec faced growing competition from both foreign and domestic rivals that offered improved durability, reliability and quality, while its best-selling model had also just been removed ...

The Renault Scenic was to be launched in Belgium in September 2006, backed by a TV commercial from France featuring a baby elephant in the new model. The key questions were how to enliven the heart of ...

The C4 Picasso marked Citroën's first foray into the M1-MPV segment, a category in decline and rife with competition. With an introductory price similar to many of its rivals, the company realised tha ...

Toyota Motor Sales, U.S.A., Inc., the American subsidiary of Toyota Motor Corporation, was responsible for the marketing and sales of the company's products in the United States, including th ...

After establishing a clear identity as a customer-friendly carmaker in the 1980s, Saturn Corporation, a subsidiary of General Motors Corporation (GM), lost its way in the late 1990s. To regain its foo ...

On November 1, 1998, the Saturn Corporation, a subsidiary of General Motors (GM), became the first car company to offer a three-door coupe when it introduced an updated model of its SC coupe. The th ...

Once the crown jewel of the General Motors Corp. (GM), the Oldsmobile division had fallen on hard times. As a result, GM went so far as to contemplate terminating the venerable Oldsmobile nameplate, ...

In 1998 advertising agency Rubin Postaer of Santa Monica developed a campaign for the American Honda Motor Company that was set in a corporate world from which workers yearned to escape. The ads propo ...

This paper summarises three periods of advertising for Volkswagen Golf: 1974-94, 1995-2001, and 2002-2005. It features classic TV, print and poster and, more recently, internet campaigns, supported by ...

The short paper details a campaign targeted at future mothers at antenatal classes, which distributed a kit with a children's book symbolising the security offered by the Modus. The book tied the obje ...

The Leon is the key brand ambassador for the self-confident and sporty brand SEAT. In the context of re-positioning the brand to Nueva SEAT, the launch of the new Leon was extremely important. Reflect ...

In 2004 Volkswagen launched a new Golf GTI, whose original predecessor had been a cult car 20 years ago, but which had increasingly lost its desirability. To revive the GTI cult, communication focused ...

In 2005 the Toyota Corolla, in the third year of its lifecycle, faced a huge threat from the launch of the completely redesigned Honda Civic Sedan, Canada's number one selling car. Thanks to the two-y ...

Four years after its launch in Canada, MINI has one of the most distinct and potent brand images in the Canadian automotive market. It was a daunting task to live up to the legacy of the original Mini ...

The Leon was launched in 1999. It is the key brand ambassador for the self-confident and sporty brand SEAT. To defy the laws of the aging process which every car model faces, SEAT created a feisty cam ...

The Mercedes-Benz A-Class re-launch faced a challenging marketing context: battle for volume, high advertising spend, hungry new market entrants. Its pan-European success was due to a consistent one v ...

Automotive advertising in Quebec, like anywhere else, is constantly in rush hour mode. On TV, radio and newspapers the manufacturers run bumper-to-bumper trying to capture consumer attention—with spec ...

In May 2003, Opel launched its flagship, the new Signum, which was to set new standards in the mid range segment with its exceptional new vehicle concept. However, being a new concept, the car lacked ...

Communication responded to moderate market success by re-positioning the small car Polo. Contrary to the norm in the category, advertising did not position Polo as part of a modern and youthful lifest ...

The Toyota Matrix had to hit aggressive sales targets, and also contemporize Toyota’s image. The first question was the brand name. Unconventional thinking drove creative and media. Instead of the mas ...

Winning in the small car segment is crucial, and DaimlerChrysler were losing. The Neon had declined for seven years, to just a 3% share. Meanwhile GM was launching the newly designed Cavalier and Sunf ...

Campaign in 2000 for Skoda to launch new model, the Fabia. Previous launch campaign had failed to adequately confront the historic prejudice against Skoda, and lessons were learnt from this. Media use ...

This study outlines the relaunch of the Volkswagen Jetta, the challenge was to communicate the message that the 1999 Jetta was entirely redesigned, beautifully styled and greater value. The objective ...

The small car segment is the largest in the Canadian market. It has grown through the 90s, even though the overall market has declined so a successful launch of the Pontiac Sunfire, a replacement for ...

This is the story of the development of an innovative press campaign for the Peugeot 306. Planning made a difference through the following: a deep and thorough understanding of the driver-car relation ...

In October 1996 Audi launched the A3, the first prestige sports hatch in the UK. In its UK guise, the A3 was to be a new kind of Audi for a new kind of buyer in a new market sector. The overall object ...

Re-launch of the Vauxhall Astra, 1991-3. By 1991, sales and share decline had been made worse by recession and heavy competition. Research (Millward Brown, qualitative) showed weaknesses in image and ...

Second prize in `longer and broader effects' category. Presents the history of Volkswagen advertising 1984-90. Discusses the difficulty of proving advertising effect in the car market because of a) th ...

New re-launch 1986 campaign for the Rover 200, first launched in 1984. Although the launch had been successful, research (qualitative and quantitative) revealed certain weaknesses in the image of the ...

1978 `Test Drive' campaign for Triumph Dolomite. This promotion used a new technique: locate neighbours of known recent Dolomite purchasers and offer them (by mailing) an incentive to test drive a Dol ...