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Key reading

Car buying

Researching the full purchase funnel: How cars really get bought

This article explains that the car-buying purchase funnel used by many marketers is flawed. It draws on a study which followed people through the entire car-buying process, tracking the effects of ads and test drives, along with the importance of word-of-mouth and online research.

Who is the typical car buyer?

Four consumer profiles for people buying cars based on different mixes of research and buying patterns.
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How automotive ads work

Andy Nairn explores the success of automotive ads by analysing a range of winning IPA case studies.

Driving digital success

Seven key digital themes in the automotive industry, including the recent rise of the 'connected car'.

Car brands: The road to riches fuelled by brand power

Why financial success for car brands depends on being meaningful, different and salient.


Latest case studies

Toyota Hybrid: Transparent test drive

This case study describes how Toyota Hybrid, a car brand in Finland, used an in-car device to bring potential customers into the showroom and away from purely online research.

Volvo Cars UK: LifePaint

This case study describes how Volvo, a car brand in the UK, partnered with a paint company to create an innovative reflective paint to provide safety to cyclists, to make safety – and by extension Volvo – exciting again.

Volvo XC90: Volvo Virtual Sellout

This case study illustrates how Volvo, the Swedish car manufacturer, conveyed the experience of a car without actually having produced it.

BMW xWalk

This case study explains how BMW, the car brand, created an art installation at the Dubai World Trade Centre that gave people experience of their new BMW X6, with an optical illusion.

Latest articles

How Jeep is helping Australians' spirit of adventure become a reality

This article describes how SUV brand Jeep launched a campaign in Australia that would drive people to their interactive website and increase sales for its Grand Cherokee.

Changing gear: How BMW is staking its claim to the luxury end of the car market

This event report looks at how automaker BMW is shifting its marketing emphasis away from its engineering prowess to include the benefits and fun of the technology it now incorporates in its cars.

Do Price Promotions Help or Hurt Premium-Product Brands? The Impact of Different Price-Promotion Types on Sales and Brand Perception

Although various types of price promotion are used to increase sales, they negatively may affect consumers' perceptions of a premium-product brand.

How one Nissan partnership drove 2.6% of sales

This event report outlines how Nissan, the carmaker, uses its sponsorship of the Heisman Trophy – college football's biggest honour – to engage consumers and drive sales.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com