Making Consumer Connections - the growing use of unconventional marketing in the automotive industry

Isaac Black

This report looks at some of the new and interesting ways that auto makers in the United States are moving beyond pure price promotions to engage consumers in a highly competitive market characterised by massive choice.
Making Consumer Connections

Making Consumer Connections

The Growing Use of Unconventional Marketing in the Automotive Industry

Isaac Black

Auto marketers don’t get enough credit. Yes, people will always need transportation, the category’s advertising expenditure tops nearly all sectors and auto companies have deeper pockets than most other product/service organizations. But these auto firms also face myriad challenges that others don’t.

First and foremost, they must create safe, reliable and complete modes of transport that meet the needs, demands, and expectations of fickle consumers, stringent regulatory agencies and influential industry pundits alike. This is a feat of engineering splendor that...

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