Busy launch schedules prompt major auto brands to hike marketing layouts for 2015

Article by Andrew Christian, on September 29, 2014

A number of major auto brands are planning to increase their marketing budgets in 2015 in order to support busy model launch schedules, according to a group of executives at the Automotive News Marketing Seminar. Executives at Audi, Chevrolet and Lincoln remarked that bigger marketing budgets are planned for 2015.

Loren Angelo, director of marketing at Audi of America, disclosed that Audi will increase its marketing spend in 2015 by around 10 percent to continue supporting its ad platforms while complementing then with new digital elements. Audi spots were regular in high-profile TV events like the NFL Super Bowl and the Emmy Awards.

On the other hand, Volkswagen of America’s vice president of marketing Vinay Shahani remarked that its 2015 budget will be flat or slightly increased compared to 2014. Chevrolet, meanwhile, is planning to increase its marketing budget in 2015 to support launches of five vehicles in the year, according to chief marketing officer Tim Mahoney.

Global Lincoln will also hike its marketing outlay next year, disclosed Matt VanDyke, director of Ford’s luxury division. He remarked that Lincoln is launching new products next year, so it needs to “be smarter and scrappier than the next guy.

Lincoln, however, may skip the Super Bowl next year, since its launch plans would not allow it to support spending millions of dollars on an ad on the big game, VanDyke said.

He remarked that while placing an ad in the Super Bowl is compelling because of its incredible reach – it has topped over 100 million audiences for the past years – it is not Lincoln’s area of time to focus due to its launch activities.

Officials at VW, Audi and Chevrolet divulged that their companies were still considering whether to advertise in the Super Bowl next year, even after placing spots this year. [source: automotive news - sub. required]

Topics: marketing

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