Motor, auto: SUVs, 4x4s

 

Every All Terrain Vehicle (ATV) manufacturer claims to make the toughest machine, meaning that ownership of the term in the mind of consumers is difficult to achieve. Alongside having a relatively sma ...

In spring 2006, Audi launched a new 'third-generation' sports utility vehicle in the European market, a sector dominated by major US players, and also showing signs of saturation. Despite this, Audi's ...

In this article, Craig Kleber, planning director for Y&R Wunderman in Irvine South California, discusses the success of British luxury car marques - Rolls-Royce, Bentley, Aston Martin, even Range Rove ...

The Jeep brand has long been associated with masculine and adventurous values. In 2006, however, it decided to enter the urban SUV market with its new model, the Jeep Compass. In-keeping with this nov ...

Well known for its pricey sports cars, German automaker Porsche AG and its American subsidiary, Porsche Cars North America Inc., began to change directions following a sales slump in the early 1990s. ...

The launch of the sport utility vehicle Mercedes M-Class ML320 represented how far Mercedes-Benz of North America had traveled in recent years from its staid, conservative base and the depth of t ...

In an effort to diversify its vehicle lineup, Isuzu Motors America, Inc., designed a new sports utility vehicle (SUV), the Axiom, for model year 2001. At that point Isuzu sold only trucks and SUVs tha ...

When General Motors Corporation (GM) acquired the commercial marketing rights to the Hummer truck, the civilian version of the U.S. Army's Humvee, it faced the challenge of promoting a vehicl ...

Jeep was a division of the Chrysler Group, a Detroit-based subsidiary of the DaimlerChrysler Corporation that was responsible for the manufacturing, sale, and marketing of the Chrysler, Jeep, and Do ...

In the 1990s Chrysler Corporation ran a prolonged branding campaign for its four-wheel-drive Jeeps. Although Jeep was one of the oldest and best-known sport utility brands in the United States, it had ...

Since its launch back in 1968, the Toyota Hilux has become synonymous with New Zealand rural life. By the late 1990s, the brand's dominant position was under threat, as competitors were offering newer ...

Launching a new SUV (Sports Utility Vehicle) is difficult enough, even more so when you are the eighth European entrant to the category, the fourteenth brand overall, and up against entrenched competi ...

The launch of competitive products had led to a drop in sales in the UK, Italy and Spain. The objectives were to maintain an image differentiation whilst widening the Freelander's appeal. The creative ...

The problems facing this launch campaign were identified as an unhealthy brand, low credibility and fierce competition. The objectives are described as building brand awareness, communicating a compe ...

Buying a new vehicle has never been easy, thanks to the explosion of new brands, models and styles. Adding to this explosion is the sports utility vehicle. The 'No Car' campaign has succeeded in see ...

Campaign in 1999 (?) by Saatchi & Saatchi for Toyota Land Cruiser. Market very competitive in UK. Aim: establish brand as the toughest and most capable 4x4. Medium not stated (presumably TV).

Campaign in 1998 by WCRS for Freelander (Land Rover), to launch the car internationally. To position brand for the future, new `car-like' styling was married with the Land Rover heritage. Media: 6 sho ...

1994-5 launch campaign for the Toyota RAV4. TV and press used, modest budget. Immediate growth in sales and share of the 4x4 car market; the peaks are shown to coincide with the advertising periods. ` ...

This paper is the story of the launch of the Toyota RAV4. It highlights the role of strategic planning and how it helped: to protect the integrity of the creative idea and to allow it to appear at all ...

The challenge was to launch Jeep Cherokee into the tightly-packed UK 4X4 market dominated by the Range Rover 'icon' and its accessible offspring, Discovery, plus capable Japanese brands like Mitsubish ...

Having not advertised on television for eight years, and having suffered three preceding years of recession and declining sales, Range Rover needed rejuvenation in 1993. The brand had to give consumer ...

1993 launch of Jeep Cherokee into the UK 4x4 market, against the well established Range Rover and Discovery. Background, objectives and campaign development described (group discussion research). Qual ...

This paper describes how Account Planning, in the guise of creative development research, made a fundamental contribution to the 1993 Range Rover television campaign. The paper demonstrates how creati ...