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 ...

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 ...

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 ...

Describes the 2002 launch of the new Toyota Corolla, the Grand Prix winner in the 2003 Marketing Society Awards. Having been a big success after its first launch in 1996, the brand had become tired, r ...

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 ...

Describes a qualitative research project by Toyota to understand the Hispanic market, it lifestyle, beliefs and attitudes relating to cars, etc. Methods included: video interviews, photo journals, obs ...

This paper shows how a programme of qualitative research helped to define a target group for Europe's most popular car, the Golf. Where traditional demographic profiling was not able to produce suffic ...

The Mercedes A-Class case study offers insight into the strategic considerations of the Mercedes car maker as well as the marketing research methods used. Among other things, the survey of the resear ...

Mercedes-Benz launched its first mini-car, the A-class, in the fall of 1997. Mercedes engaged in number of research efforts prior to the introduction of the A-class. The analysis performed in Norway ...

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 ...