Subject Index
 

By the turn of the millennium, Audi had seen its share of the prestige car market grow steadily, gradually transforming it from a generic 'Eurocar' into an established prestige auto marque. Research r ...

After 12 years without any advertising, the Southern California Honda Dealers Association had fallen further and further behind Toyota in their highly lucrative regional market. In an effort to revers ...

Few sectors are as competitive, and dependent on effective brand marketing, as the car market. In order to develop a set of clear and distinctive brand attributes, not historically associated with the ...

Since 1997, the BMW Ultimate Drive® for the Susan G. Komen Foundation has raised $9 million for breast cancer research, education, screening and community outreach programs, and is one of the most hig ...

Saab sales were flat and, in order to grow, the brand had to evolve from niche to challenger. To increase brand awareness and consideration in the highly competitive luxury import market, Saab needed ...

New Holland, a 111-year-old haytools company, faced the challenge of reinventing itself as a tractor brand in a category of fierce competition. With a limited budget, the company utilized a brand intr ...

The “Infiniti in black” campaign was the first African-American marketing effort by Infiniti. The campaign married five African-American visionary artists with Infiniti vehicles. The campaign worked t ...

Andrew Seth, in one of his occasional opinion pieces for Admap, takes a brief look at the US car business and concludes that the Japanese companies have learnt the marketing lessons - and the US giant ...

This paper reports on the launch of Jaguar's C-XF concept car, a radical new design for the company that will influence its next generation of models. The paper discusses the experiential marketing ca ...

Mazda had to achieve 50,000 UK sales, but had to counter the fact that many consumers do not include Mazda when considering cars. To build on the brand's 'Zoom Zoom' proposition, which aims to capture ...

In the recent past, Mazda has employed virtually no brand communications or activity in Ireland, meaning consumers had a view of Mazda of having produced good cars in the past, but with a general lack ...

Toyota Motor Sales, U.S.A., Inc., was the subsidiary of Toyota Motor Corp. charged with selling, marketing, and distributing the Toyota, Lexus, and Scion brands in the United States. The Toyota Coroll ...

Toyota Motor Sales U.S.A., Inc., was responsible for the distribution, marketing, and sales of all Toyota vehicles in the United States. It was owned by the Toyota Motor Corporation, a Japanese comp ...

During the late 1990s Japan's largest carmaker, Toyota Motor Corporation, was edging its way into the American car industry's top triumvirate. The "Big Three" U.S. automa ...

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 ...

Nissan launched the biggest marketing effort in its history, the "Enjoy the Ride" campaign, in August 1996. The $200 million budget was four times the previous budget and placed Nissan b ...

Mercedes-Benz of North America was at the peak of its game in 1997 when it launched a comprehensive print and television brand campaign. Its sales were generally strong, its products were highly rated ...

With the arrival of the brand-new SL500, Mercedes-Benz USA (MBUSA) wished to gain the number one spot in the U.S. luxury-automobile market. At the time it sat in third place, behind BMW and Lexus. M ...

Mercedes-Benz, whose cars were known for precise design and an elite image, felt the market shifting. Growth lay in the lower end of the luxury car market, as a strong economy put large numbers of p ...

One of the world's best-known carmakers, the Honda Motor Company, Ltd., had popularized economy and midsize cars for decades. In 2003 the company struck out in a new direction when it began sel ...

In 2002 Honda Motor Company was the number-three Japanese automobile manufacturer in the world, behind Toyota and Nissan. While Honda's automobile sales in Japan and the United States were cons ...

Chevrolet was a division of the General Motors Corporation (GM), the largest car manufacturer in the United States. Long facing pressure from Japanese automakers such as Toyota, the company decided to ...

In December 1996 General Motors Corporation (GM) became the first major automaker in almost 80 years to market an electric car, dubbed the EV1. The car's debut came just months after the Cali ...

Ford Motor Company, based in Dearborn, Michigan, entered 2005 in a difficult position. The automaker had sold only 3.15 million vehicles in the previous year, a million units less than what it had sol ...

For 15 years Ford Motor Company, the number two automaker among Detroit's big three, had advertised its vehicles with the slogan "Have you driven a Ford lately?" In 1998 the com ...

The Chrysler Group, based in Auburn Hills, Michigan, was the American subsidiary of DaimlerChrysler, responsible for the sales, marketing, and manufacturing of vehicles from the Dodge, Chrysler, and J ...

Automobile advertising has historically constituted not only one of the most visible but also, in sheer dollar volume, one of the largest aspects of the marketing industry. Thus in the 1990s Chrysle ...

In 2000 Bayerische Motoren Werke AG (BMW) posted total sales of $33 billion, a slight decrease from its 1999 earnings of $34 billion. Afraid of further backsliding, the Bavarian automaker decided to ...

September is considered the best month for promotions in the motor trade but competition is fierce. As this brief case study shows, the 'Miracles of Ford' promotion was an attempt to gain the public's ...

Toyota faced an industry challenge of establishing a credible positioning as 'environmentally friendly', and it achieved this through getting buy-in from opinion leaders throughout Europe, and via a m ...