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Article

This event report looks at the current developments in cars, as the industry undergoes massive change in which the fuel becomes electricity, the isolated box becomes connected, and sharing overtakes ownership.

Case Study

This case study describes how BMW concentrated on the showcase event of Super Bowl XLIX to highlight to the American public that their new i3 electric car was a truly big idea.

Case Study

This case study describes how BMW promoted its new i8 through an online quiz in the UAE to show how their new electric hybrid was built from the ground up.

Case Study

This case study explains how Nissan, the automotive brand, enhanced the experience of its 363-day-a-year visitor centre in London's O2 arena to showcase the brand and increase awareness.

Case Study

This case study examines how Kia, the automotive maker, launched the Kia Soul EV in the UK with a stunt intended to educate people about the economic value of an electric car.

Case Study

This case study details how Toyota Europe, the automaker, promoted its hybrid range across 22 markets to meet new EU CO2 emissions criteria by utilising the idea of 'happier drivers'.

Case Study

This case study describes how Toyota Norway gained sales for its hybrid cars by increasing the number of test drives taken.

Case Study

This case study describes how Ford, the automotive company, launched its new C-MAX hybrid car in the US with a comparative campaign that challenged the dominance of the leading model: the Toyota Prius.

Case Study

Mitsubishi, the automaker, launched its i-MiEV electric car in Canada with this low-budget campaign. The main aim was to generate earned media impressions for the model, reaching educated, urban, 'green', adults.

Article

Following an early-adopter-focused US launch, Nissan aimed to take its LEAF electric car mainstream with this campaign.

Case Study

Volkswagen, the automotive brand owner, wanted to create an umbrella brand for all its environmentally-themed communications, and to encourage participation in these initiatives.

Case Study

Volkswagen needed to penetrate the growing eco car category in Sweden but it lacked the patriotic appeal of Volvo and the green appeal of Toyota.

Case Study

In 2009 Nissan announced that it would be the first car company to mass-produce a practical, affordable, 100% electric car and committed to 25,000 US sales of the LEAF in year one (2011) and 75,000 in year two.

Case Study

Johnson Controls, the industrial technology company, developed and launched MyDemoDrive.com as an interactive, web-based simulation and educational platform to raise awareness among American consumers of the range of different hybrid vehicle technologies available to them.

Case Study

In 2010, facing pressure from the Nissan Leaf, Chevrolet launched the Chevy Volt - an 'extended range' electric vehicle.

Case Study

The challenge was to launch Honda's new hybrid in New Zealand, against the unrivalled category leader Toyota Prius, to achieve an aggressive sales target.

Case Study

Luxury automotive brand, Mercedes-Benz, wanted to promote its BlueEFFICIENCY environmental sub-brand across Europe.

Case Study

Fiat, the Italian car manufacturer, wanted to increase awareness of its strength in the European eco car market.

Case Study

Toyota launched an all-new Prius during the worst automotive market in 40 years, facing new 'Prius Killers." Prior generations of Prius were synonymous with environmentalism, but now it was time to go mainstream and engage audiences in unique and innovative ways.

Case Study

The Nissan LEAF was ready for the world. But was the world ready for the Nissan LEAF? A 100% electric car had never been sold in the mass market.

Article

This paper provides an overview of the electric vehicle industry, primarily in the United States. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies.

Research Paper

Encouraging more responsible and sustainable consumption is fast becoming an important public policy goal.

Case Study

By 2005 Lexus was firmly established as a brand that consumers could count on for quality and reliability.

Research Paper

This paper describes the threats and opportunities in marketing a 'green' propulsion technology for automotive manufacturers in Europe.

Research Paper

This paper highlights the unique challenges faced by automotive manufacturers as they attempt to market some advanced propulsion technologies, such as hybrid-electric powertrains while simultaneously developing more far term technologies, such as hydrogen-based fuel cells.