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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 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.
Four consumer profiles for people buying cars based on different mixes of research and buying patterns.
Andy Nairn explores the success of automotive ads by analysing a range of winning IPA case studies.
Seven key digital themes in the automotive industry, including the recent rise of the 'connected car'.
Why financial success for car brands depends on being meaningful, different and salient.

Case Study

This case study describes how car manufacturer Toyota brought emergency communications to the 5.3 million square kilometres of Australia's landmass that currently receives no mobile signal, by installing signal-providing devices in its LandCruiser models.

Case Study

This case study details how Shell, an oil and gas company, encouraged loyalty to its brand in the United Kingdom to help increase growth.

Case Study

This case study examines how Renault, an automobile company, advertised the launch of its new model Megane through mobile marketing in the United Kingdom.

Case Study

This case study describes how Renault, the car maker, launched a new 4x4 model into a highly competitive market in the UK using a targeted CRM programme.

Case Study

This case study describes how Peugeot, an automotive company, sold cars to under-25s by appealing to both them and their parents to purchase its Just Add Fuel finance.

Case Study

This case study describes how car manufacturer Nissan used behavioural trends, and attitudinal attributes of the audience's engagement via visual and video content to launch its GT-R marque in India.
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Article

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.

Article

This event report outlines how Nissan, the automaker, is developing its model for content marketing.

Article

This event report outlines how Fiat Chrysler, the carmaker, is seeking to create automotive solutions which truly meet the needs of millennials.

Article

This event report explains how Mercedes-Benz, the luxury car manufacturer, worked with Amazon, the online retailers, to promote test drives of its new E-Class car.

Article

This event report addresses how Aston Martin, the luxury auto marque, is shifting gears to meet the changing needs of luxury consumers.

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.
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  1. 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.

  2. 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.

  3. 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.

  4. Article

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

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