What the future of car marketing looks like

This article examines what has changed in the car industry as the advent of leasing and renting deals has made consumers less attached to their cars, and technology has shifted focus from mechanics to in-car experiences.

Marketing Automobiles

This article is part of a series on marketing automobiles. Read more.

Since the dawn of the motoring age, the car has been a vehicle for intertwined ideas of freedom, success and individualism. All advertising approaches, from Bernbach's classic Beetle ads to Renault's Nicole and Papa to Rolls Royce's electric clock, have taken this as their starting point. But today, every time-honoured pillar of car culture is under attack.

Cars used to be possessions - but now they are more likely to be rented. They used to be individual, but today many are shared. They used...

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