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
In-depth
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This article introduces a series of papers on marketing automobiles: the different ways that automobiles are marketed and how this will change in the future. -
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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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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. -
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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. -
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This case study describes how Swedish company Volvo Trucks set out to maximise awareness of its new range of trucks. -
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This article draws on a new study to explain how cars are really purchased and illustrate the flaws in the dominant funnel purchase model.
