Fiat Chrysler Automotive, the carmaker, boosted three of its brands using a “blitz” advertising strategy that was timed to coincide with the Super Bowl, but did not involve spots that actually ran during the big game itself.
Nicholas De Canha, Michael Ewing, and Ali Tamaddoni, Journal of Advertising Research, Digital First, March 2019
The advertising-sales relationship remains paramount. This study, believed to be the largest that focuses on automotive sales and advertising, investigates ceilings and thresholds by optimizing budget allocations among media.
Volvo, the automotive company, boosted purchase intent in the US by presenting potential buyers with testimonies from accident survivors who explained how the brand’s car safety technology saved their life.
Shares in Indian automaker Tata Motors plunged as much as 30% in Mumbai last week after it reported the biggest quarterly loss in Indian corporate history, caused almost entirely by troubles at its Jaguar Land Rover (JLR) subsidiary.
Japanese car giant Toyota has announced a new car-leasing programme that allows motorists to select from a range of models as the mood takes them, reflecting the trend away from car ownership towards car usage.
With a commanding 50% share of the passenger car market in India, Maruti Suzuki’s marketing strategy has taken a different direction to its rivals as it deploys celebrities to promote sales channels rather than particular auto brands.
Nissan was the first automaker out of the starting blocks last year when it was announced that women would be permitted to drive in the Kingdom of Saudi Arabia, but the brand’s strategy is based on a marathon not a sprint.
Ford, along with many other multinational automakers, is actively developing electric vehicles, but now the Detroit-based company sees commercial opportunities with a much smaller mode of transport – the electric scooter.
Reynold D’Silva and Aoi Tanaka-Ivanovic, WARC Exclusive, February 2018
Suggests how brands can take advantage of the online customer journey, especially social media, to inform automotive purchases, including examples of campaigns from India, Philippines, Korea, Australia and Thailand.
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