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.
Domestic appliances and cars are two categories likely to see a boost in 2019 as the Chinese government seeks to address declining consumer confidence and slowing retail sales with a range of incentives.
Chinese SUV brands have long been perceived as less safe and less desirable than Western brands, but a new study finds that, thanks to technological integration and more premium marketing, they are shaking off prejudice.
Case Study•
Direct Marketing Association - UK, Bronze, 2018
Volkswagen Commercial Vehicles (VW), brand of light commercial vehicles, launched the Crafter Chassis Cab in the UK so that a business could convert the vehicle to suit their line of work.
Case Study•
Viviana Sampugnaro, WARC Media Awards, Silver and Successful Sponsorship Special Award, Effective Use of Partnerships and Sponsorships, 2018
Car brand Dacia used old football shirts donated by fans and worn during the Serie A match between Udinese and Lazio to communicate its 'Much more than you expect' strategy in Italy.
Case Study•
Finola Austin, Drew Kerr, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018
Genesis, the luxury vehicle division of vehicle manufacturer Hyundai, achieved a brand lift by generating awareness, familiarity, and preference among professional women aged 25-54 in the US.
Case Study•
Direct Marketing Association - UK, Silver, 2018
Jaguar Land Rover, an automotive brand, increased data capture at the Goodwood Festival of Speed in the UK by launching a digital car Top Trumps gaming app.
Case Study•
Direct Marketing Association - UK, Bronze, 2018
Triumph, a motorcycle manufacturer, hit upon the idea of The Spirit of 59', calling on the brand's heritage to engage key European markets, the US and Japan.
Case Study•
Paloma Ho, WARC Media Awards, Bronze and Collaboration with an Influencer Special Award, Effective Use of Partnerships and Sponsorships, 2018
ŠKODA, the car brand, used a series of viral videos to increase brand awareness in Taiwain.
Volkswagen, an automotive brand, created a video campaign to introduce its new Up Pepper model, which saw it partner with dating app happn to pick people up from bad dates.
Case Study•
Will Lion, Institute of Practitioners in Advertising, Grand Prix, IPA Effectiveness Awards, 2018
Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.
Article•
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.
Article•
Anna Hamill, Event Reports, Mumbrella360, June 2017
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.
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