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Automotive

Automotive is a major advertising sector, highly consolidated among a small number of international car brands. Auto advertising can be either model-specific (particularly when there is a new model to promote), or at a brand level. Key trends in the industry include the shift toward more eco-friendly models and the rise of the ‘connected’ car. Trends to watch out for include the rise of ‘driverless’ cars.

Key Reading

Important papers from across the WARC database

This multi-paper feature looks at the different ways that automobiles are marketed and how the sector needs to adapt. From eco-friendly engines to digital connectivity, technology is changing what consumers demand and expect from a vehicle.
Four consumer profiles for people buying cars based on different mixes of research and buying patterns.
An explanation of why the traditional car-buying purchase funnel used by many marketers is flawed.
Andy Nairn explores the success of automotive ads by analysing a range of winning IPA case studies.

Case Study

This case study explains how car company Volkswagen filmed a stunt and placed it on TV and social media to sell its Passat car model in Norway.

Case Study

This case study shows how Audi, the car manufacturer, increased service sales in Germany by releasing a dramatic ad that engaged consumers' fears over car repairs.

Case Study

This case study shows how Audi, the car manufacturer, increased brand awareness and sales in the UK by using a three-phased campaign focused on its cars' engineering beyond speed.

Case Study

This case study explains how car company Renault used an app, a TV show and a roadshow to increase sales among business people in Italy.

Case Study

This case study shows how car brand Škoda Auto created an immersive installation as a way to introduce its environmental program in the Czech Republic.

Case Study

This case study explains how Volkswagen increased sales of its Amarok truck model in Australia by challenging perceptions of the truck in an initially unbranded campaign targeting tradespeople.
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Article

This article looks at the growth of the Israeli start-ups, particularly in the automotive industry, and why the company is punching above its weight in innovation.

Article

This article covers how Tesla, the automotive manufacturer with a sustainable energy focus, has been able to build brand recognition and loyalty in Australia with zero paid media and a focus on experiential marketing and owner loyalty.

Article

This event report explains how Volkswagen, the car manufacturer, used a brand crisis to bring forward innovative projects and overhaul its marketing strategy.

Article

This short report summarises the results for the automotive category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

This article examines the burgeoning demand for personalised automotive driving experiences which requires manfacturers to embrace Big Data to identify individual customers and their driving preferences.

Article

This article considers what automotive brands need to do to achieve cut-through in an age of borderless digital content, looking at examples of 'blockbuster marketing' through campaigns such as BMW's The Hire.

Article

This article introduces a series of papers on marketing automobiles: the different ways that automobiles are marketed and how this will change in the future.
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  1. Article

    This article introduces a series of papers on marketing automobiles: the different ways that automobiles are marketed and how this will change in the future.

  2. Article

    This event report explores the position of print and digital media in influencing customers' car buying decisions, according to Auto-Trader, the used-car magazine.

  3. 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.

  4. Article

    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.

  5. Article

    This case study describes how Swedish company Volvo Trucks set out to maximise awareness of its new range of trucks.

  6. Article

    This article draws on a new study to explain how cars are really purchased and illustrate the flaws in the dominant funnel purchase model.

View everything on this topic

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