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News and Information about marketing
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On August 21, 2017, many people in North America witnessed the once in a lifetime solar eclipse, as the last time it occurred was over 99 years ago. The eclipse crossed what they called the "Path of Totality" as the sun moved from west to east, covering some parts of the United States.
Unsurprisingly, this phenomenon was used by automakers as some kind of marketing tool. For instance, Nissan used this natural event to introduce the Midnight Edition, or blacked out version of models like the Titan, Titan XD, and the Frontier. This is a limited edition blacked out livery of the said models. Volvo, on the other hand, used the solar eclipse to present a protective screen that people can stick on their XC60 SUV's sunroof.
Apart from Nissan and Volvo, other automakers like Land Rover, Mitsubishi, and Karma used the solar eclipse to as a backdrop of their cars. Having said that, all three companies brought out their cars to the field, photographing them during the event.Read the entire article Which automaker was able to best use the solar eclipse for marketing?
Are auto shows becoming more irrelevant in this digital age? If you ask the marketing director of French carmaker Peugeot, Guillaume Couzy, the answer could be yes. This comes as Couzy disclosed that the Peugeot would not be taking part in the 2017 Frankfurt Motor Show scheduled for September next year. To note, Peugeot participated in the previous edition of the auto show, unveiling several remarkable vehicles in the process.
Missing an auto show could mean loss of several opportunities for a carmaker. Carmakers are usually selective in which auto shows they would want to take part in. Auto shows serve as good marketing tools to introduce upcoming and new products as well as to excite customers about future and possible offerings. Thus, if a European carmaker wants to market a certain SUV in the United States, it could unveil its new vehicle in the New York Auto Show or in the Detroit Motor Show.
Likewise, if a Japanese carmaker wants to make it big in Germany or France, it could showcase its offerings in the auto shows in Frankfurt or Paris. Automotive press and journalists attending these events offer wide coverage and reach. Thus, missing an important auto event like the Frankfurt Auto Show could result to lesser coverage, and ultimately lower sales.Read the entire article Peugeot to skip 2017 Frankfurt Motor Show to focus on digital marketing
"Unlearning" may be an odd notion, but it is exactly what Ford's new marketing campaign hopes you can do. Ford of Britain is focusing on an atmosphere of abandoning preconceived notions. The campaign is set to launch across social media and throughout homes starting January 20th with an ad during ITV's National TV Awards.
Ford is debuting a new emblem, with a new script which will sit outside of the iconic blue oval with a colorful script challenging the old starch white lettering.
While challenging us to accept their new emblem and their new portfolio, they are also challenging us to Unlearn the idea of the family pet and what we know about the aged among us, with a new type of family pet, a 104 year old record breaking runner, and a new Ford portfolio marking the introduction of the fabled Mustang.Read the entire article Ford’s new media campaign ‘Unlearn’ wants you to throw out old beliefs
Lexus has launched a national integrated marketing campaign for the redesigned Lexus RX, targeting customers seeking an SUV that mirrors and matches their interesting yet dynamic lifestyles. This marketing is aiming to highlight the significant transformation that the Lexus RX has undergone – from its newly styled exterior to its contemporary interior.
According to Brian Smith, Lexus vice president of marketing, the premium carmaker has reimagined the RX luxury crossover inside and out to better appeal to modern families as well as youthful yet culturally engaged customers. He quipped that the marketing campaign tells how Lexus has transformed the RX and redefined sophistication.
The campaign took off with two national TV commercials, both underscoring the vehicle's performance and design. For instance, the spot titled “Beautiful Contrast” features an elegant woman strolling past a number of classic landmarks in Europe and a man piloting a new RX past the city’s modern attractions.Read the entire article Integrated multimedia campaign is launched for 2016 Lexus RX in the US
Nissan Motor has filled the vacancy left by ex-chief planning officer Andy Palmer by recruiting Daniele Schillaci to be its new global head of sales and marketing. Italian native Schillaci, 50 years old, is making the transfer from Toyota Europe. Palmer had departed Nissan to work for Aston Martin. On July 15, Schillaci will start work as Nissan’s executive vice president in charge of global marketing and sales.
He will also be a member of the automaker’s executive committee. In a press release, CEO Carlos Ghosn said that Schillaci is tasked with overseeing the Nissan, Infiniti and Datsun brands. His focus will be on customer service, brand building, and sales improvement. Before joining Nissan, Schillaci served as Toyota’s top sales and marketing executive for Europe since 2012.
Before that, he was the CEO of Toyota’s French operations. He became a part of Toyota in 2002 as a marketing manager after heading Italian marketing for Alfa Romeo. It was in 1993 that he started his automotive career. Schillaci will be reporting directly to Philippe Klein, who replaced Palmer when he departed from Nissan last autumn to be Aston Martin’s CEO.Read the entire article Daniele Schillaci is new Nissan sales and marketing head
Ford Motor Co. used the first-ever College Football Playoff as a platform to launch its ads campaign for the new aluminum F-150, with the first three spots highlighting how the new body paved way for a more durable and stronger pickup.
Ford will start highlighting how the F-150’s lighter aluminum body makes it the most fuel-efficient gasoline-powered full-size pickup available when the fourth spot is launched at a later date.
The main reason why the truck’s fuel-efficiency advantage wasn’t mentioned in the first three spots could be that Ford is launching the ad campaign for the F-150 earlier than it usual, and its EPA ratings were still not available to be included in the initial ads.Read the entire article 2015 Ford F-150 marketing campaign debuts on College Football Playoff
Hyundai Motor America needs more money to boost its national marketing in the United States, and chief executive Dave Zuchowski has outlined his plans to do so. Aside from requesting for a bigger allocation from parent Hyundai Motor Co. in South Korea, Zuchowski is also redirecting funds from its regional marketing budget and scaling back bonuses for salespeople.
He announced the new strategy to dealers on December 2 and confirmed them to Automotive News last week. This year, Hyundai subsidizes for 86 Tier 2 or regional groups of dealers for regional advertising.
The new strategy calls for withdrawal of subsidies from all but the largest 50 markets that account for around 75 percent of the Hyundai’s sales in the US. Dealers in other 36 markets would have to pay for their own ads.Read the entire article Hyundai Motor America shifts regional ad budget for national marketing
Volvo Cars will soon employ online selling as part of its overhaul of its global marketing strategy. Volvo sales chief Alain Visser told Reuters an interview that the carmaker is planning to sell all its product lines in all market directly online, a move usually not taken by carmakers as it bypasses the traditional middlemen – dealers.
While the plan sounds like the path taken by Tesla, Volvo actually has no plans to bypass its dealers. Visser remarked in the interview that dealers initially get nervous at the “e-commerce” word. He, however assured its 2,000 dealers around the world – half of which are in Europe – that vehicles sold online "will still pass through the dealer network" for delivery.
"We don't see a car distribution network without dealers in the foreseeable future," Visser said. To make its future offerings more compelling especially to Chinese customers, Volvo is making them more glitzy while donning more techs – without sacrificing key attributes like safety and uncluttered Scandinavian design.Read the entire article Volvo revamps global marketing strategy to include online sales
Early next year, Chevrolet will start rolling ads for its Trax crossover but what’s more interesting is that the company wull use plenty of them for the digital world. According to Tim Mahoney, Chevrolet’s global marketing boss, the Trax ads will be almost exclusively digital and social-based.
Still, we will see TV ads with the Trax only in some urban markets, where the crossover would be a better offer than the Silverado. The American manufacturer prepared a series of short films and as expected, they all appeal to young customers.
Mahoney also added that the Trax will not steal SUV customers as they will try to attract buyers from car segments. Last month, Chevrolet announced that the 2015 Trax will be priced from $29,995 in the United States.Read the entire article 2015 Chevrolet Trax marketing campaign will be almost exclusively digital- and social-based
Cross-marketing activities are being planned between Mercedes-AMG and MV Agusta, according to Daimler chief executive Dieter Zetsche. The tie-up will replace a similar collaboration Daimler had with Ducati, now owned by Volkswagen Group's Audi. Zetsche expects a great potential for cross-marketing with MV Agusta, which is regarded as an icon in motorcycle racing thanks to its 75 world championship rider and constructor titles.
He remarked that cross-marketing between the companies is viable since profiles of customers purchasing AMG's high-performance cars and MV Agusta's superbikes are very similar. Daimler said on Oct. 31 that it would acquire a 25-percent stake in MV Agusta through AMG, and thereby gain a seat on the company's board.
He added that the cross-marketing potential between AMG and Agusta would be similar to that with Ducati that ended abruptly in July 2012 when Audi acquired Ducati for EUR860 million.Read the entire article Mercedes-AMG and MV Agusta plan cross-marketing activities
Steve Shannon has left his job as marketing chief for Hyundai Motor America to “pursue other opportunities,” the company said in a statement. Hyundai Motor America chief executive Dave Zuchowski said in the statement that Shannon was able to achieve a number of key accomplishments while leading the company’s marketing efforts in the past three years.
The carmaker has already started searching for Shannon’s successor but has yet to appoint one, according to a company spokesman. Sources privy with the carmaker told Automotive News that Shannon’s marketing plan had been questioned in recent months as Hyundai experience cooling sales in the United States.
Shannon was tapped by Hyundai in April 2011 from General Motors after the US group recruited the South Korean carmaker’s two prior marketing heads, Joel Ewanick and Chris Perry, in 2010. Prior to joining Honda, Shannon was already a 25-year GM veteran, and most recently was executive director of marketing for Cadillac.Read the entire article Steve Shannon is out as marketing chief at Hyundai Motor America
Aston Martin has tapped Simon Sproule as its chief marketing officer, effective November 1. Sproule is currently the vice president of communications at Tesla Motors. His hiring at Aston Martin means a reunion with the carmaker’s new chief executive Andy Palmer. Both men worked at Nissan until Sproule was tapped by Tesla early this year.
Sproule had been chief spokesman for Nissan CEO Carlos Ghosn while Palmer was the Japanese carmaker’s chief planning officer. Palmer left Nissan last month to join Aston Martin. As Aston Martin’s new CMO, Sproule will be tasked to head the UK sports car maker’s global marketing and communication activities, reporting directly to Palmer.
He will be based at the Aston Martin’s Gaydon, England headquarters. The exit of Sproule from Tesla comes at a time when the US carmaker’s is getting ready to roll out its all-electric Model X crossover, the latest addition to its lineup that boasts of the hot-selling Model S.Read the entire article Tesla’s Simon Sproule is new marketing chief at Aston Martin
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.Read the entire article Busy launch schedules prompt major auto brands to hike marketing layouts for 2015
Lincoln will launch in October its first large marketing campaign for the Navigator since 2007, after starting shipment of the 2015 version to dealers earlier this month. The luxury carmaker will commence showing the ads once it sees that dealers are well-stocked with the 2015 Navigator in late October.
Seeing high demand for full-size SUVs, Lincoln decided to update the Navigator – the vehicle’s first since the 2007 model year. Now, the updated Navigator is powered by Ford’s 3.5-liter EcoBoost V-6, which provides up to 380 hp of power output and 460 pounds-feet of torque.
The engine’s fuel economy EPA-rated is at 16 mpg city, 22 mpg highway and 18 mpg combined. Lincoln has also endowed the new Navigator with the MyLincoln Touch infotainment system as well as the Lincoln Drive Control, which adjusts the ride according to road conditions using electronic sensors.Read the entire article Marketing campaign for 2015 Lincoln Navigator to start next month
Jeremy Tucker has been tapped by Nissan as its vice president of marketing communications and media, making him the carmaker’s chief of marketing in the United States. He will take on the post effective Sept. 22, 2014. Tucker’s appointment fulfills Nissan’s vow to market the Japanese brand using non-traditional approach as the former Disney ad executive has no background in the auto industry.
Fred Diaz, Nissan’s senior vice president for sales, marketing and operations, however, is not worried about that. “We have a plethora of automotive experts in this house,“ Diaz told Automotive News. He remarked that Nissan needs to do things differently to break through the “huge auto industry clutter.”
Diaz noted that Tucker’s outside perspective on advertising will help Nissan do things differently. In a statement, Diaz said that that as Nissan gets ready to roll out new vehicles like the Murano, having a marketing communications expert who was not part of the auto industry will help the carmaker identify uncommon approaches to engage customers and amplify the brand.Read the entire article Nissan taps Jeremy Tucker to head marketing in the US
According to the latest reports, it appears that Cadillac is considering expanding its offices but what's more interesting is that this move will not be made in Detroit but Manhattan. As you may know already, Cadillac has a new leader, Johan de Nysschen, and expanding in Manhattan is part of his effort to broaden the brand’s appeal outside North America.
Still, Cadillac spokesman David Caldwell told Reuters that there are no changes for the moment. For those who don’t know, de Nysschen used to lead Nissan’s Infiniti brand where he engineered a relocation of headquarters from Yokohama to Hong Kong.
The move was made because Infiniti needed more autonomy from its Japanese parent company and the opportunity to expand in global markets. GM wants to follow the same path with its Cadillac brand and an expansion to Manhattan could help the company to attract additional talent.Read the entire article Cadillac could shift marketing, advertising and strategy to Manhattan
American Honda Motor Co. is working hard as they are trying to improve their digital marketing business for both the Honda and Acura. The company created a new team from Razorfish and Publicis Groupe, thereby consolidating digital creative and strategy as well as other elements. The move allows American Honda to bring media and digital under the same holding company.
According to people privy with the matter, group was created in order to prevent a conflict with client Ford Motor Co. Other agencies that vied for the pitch included WPP's VML, Meredith's MXM, Razorfish and Interpublic's RGA. Digital creative at Honda is currently being handled by RPA while the task at Acura is being taken up by Mullen and MXM.
RPA will still handle consumer-facing digital content as well as social-media support for the Honda brand while Mullen will still do carry out similar tasks for Acura. Honda said Razorfish will collaborate with both creative agencies to optimize the brand and consumer-facing Web sites while keeping the independent brand attributes of each site.Read the entire article American Honda consolidates digital marketing for Honda and Acura
Mark Hall has left Hyundai Motor Europe as its vice president for marketing. The carmaker said Hall was leaving with immediate effect. His role will be fulfilled, albeit on an interim basis, by Europe chief operating officer Allan Rushforth.
Hall confirmed to Automotive News Europe that he has left Hyundai, as he wants to spend more time with his family, adding that he is considering his next move.
Hyundai posted a 2-percent decline in sales in Europe in the first four months of 2014 to 144,556 units, much slower than the growth of the regional market tagged at 7 percent, according to data from industry association ACEA. That caused Hyundai’s market share in Europe to drop from 3.5 percent to 3.2 percent in the first four months of the year.Read the entire article Mark Hall quits as chief of marketing for Hyundai Europe
Rolls-Royce has tapped Fintan Knight as its new director of sales and marketing, succeeding Jolyon Nash effective June 1, 2014. According to Rolls-Royce chief executive Torsten Mueller-Oetvoes, release Knight’s experience with Infiniti and Audi renders him "uniquely positioned" to lead the carmaker’s sales and marketing team as it bids to consolidate and gain a global footprint.
Knight earned a degree in economics from the University of Western Australia and then worked for BMW in Melbourne. In 1995, he was hired by Audi in Germany, responsible for the brand’s retail networks in Europe, South Africa and Southeast Asia.
He also helped reorganize the brand’s dealer network in Japan. In 2002, he was made in charge of marketing Audi’s first SUV, the Q7. His role was then expanded to include sales, marketing, aftersales and financial responsibility for the Asian region, excluding China.Read the entire article Rolls-Royce names Fintan Knight as director of sales and marketing
PSA/Peugeot-Citroen chief executive Carlos Tavares has created a new role in charge of marketing the group’s three brands. It was filled by Stephen Norman, Tavares’ former colleague at Renault who had his retirement in September 2013. Starting May 12, 2014, Norman became PSA's senior vice president of group marketing coordination, reporting to the respective CEOs of Peugeot, Citroen and DS brands, supporting each marque as they try to shift "upmarket."
PSA said in a statement that Norman also bears "cross-functional responsibility” for the quality of the brands’ marketing activities around the world. Observers in the auto industry are expecting Norman to ensure that PSA allocates its resources more efficiently as the carmaker bids to differentiate the brands from each other.
Rabih Freiha, an analyst for Exane BNP Paribas, told Automotive News Europe that PSA previously had different people responsible for marketing for each brand, resulting to poor coordination. Freiha noted that with Norman as PSA’s marketing chief, a single person will run the team and coordinate the strategies across the three brands.Read the entire article Stephen Norman is new marketing chief for Peugeot, Citroen and DS brands
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