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As the role of the automobile has evolved from a basic transportation solution to a social statement and, more recently, a fashion item, so too have the automotive marketing and promotion strategies changed in recent times. The role of advertising has become so critical, that the success of a new model can be as dependent on the effectiveness of the ad campaign as it is on the attributes of the car itself.
The 24/7 way of life that is so prevalent today will continue to put pressure on the effective delivery of the automotive product message, and this will significantly alter the way in which cars are marketed in the future. How the manufacturers and associated creative media agencies respond to this constantly shifting target will make for interesting times ahead. Only one thing is certain in the consumer market - change is unavoidable.
Designed specifically for both vehicle manufacturers and the marketing agencies that work closely with them, this exclusive report from ABOUT Automotive analyses the key factors that have influenced changes in the market. These include changes in tastes, lifestyle shifts, brand loyalty and economic fluctuations. The report addresses specific issues such as:
- Marketing to a younger audience
- Selling cars to the female market
- Marketing alternative fuel technologies
- The Internet and the showroom
- Media communication styles of the future
Report coverage:
How the markets have changed in the last 50 years
- The car and the economy
- The car and lifestyles
- Functionality of vehicles
- How effectively has the manufacturer dealt with the above three issues?
Brand loyalty
- Why have Asian car brands been experiencing strong growth in the US, at the expense of the domestic manufacturers?
- Brand loyalty and the younger generation
- Should manufacturers push models or brands?
Advertising and lifestyles
- What style of advertising does todays car-buying public want to see?
- Why are manufacturers targeting their advertising towards a younger age group?
- What are the actual objectives of car advertising?
The Internet
- Is the Internets full potential being realised by manufacturers?
- The Internet and the showroom
Growth of markets
- How will the different lifestyles in emerging markets influence advertising to the consumer?
- Eastern design influence
- Chinas response to Western capitalism
Alternative fuel technology
- Marketing alternative fuel technology
- Environmental awareness
- Diesel power
Motor industry and vehicle manufacturers
- Current trends influencing design and the emergence of new model segments
- How will the global auto industry react to the phenomenal industrial growth in Asia?
- What dynamics are driving the market for cars in China?
Case studies
- Ford in Europe
- Ford Thunderbird
- The effects of the GM/Daewoo merger
- Manufacturers in motor sport
- The V8 invasion of Europe
- Japanese brands in the US
- The Mini factor
Contents
- List of tables
- List of figures
- The author
Chapter 1: Introduction
- Setting the scene
- The re-evaluation of marketing strategies
Chapter 2: How the markets have changed in the last 50 years
- The car and the economy
- The car and lifestyles
- Functionality of vehicles
- How effectively has the manufacturer dealt with these issues?
Chapter 3: Brand loyalty
- Where has all the brand loyalty gone?
- Brand loyalty has to be earned
- Brand loyalty and the younger generation
- Why have American domestic vehicles been losing brand loyalty?
Chapter 4: Advertising & lifestyles
- Advertising in the automotive industry
- Marketing to a younger audience
- Product v Lifestyle marketing
- Selling cars to the female market
- What are the actual objectives of car advertising?
- Lifestyles - design crossroads
Chapter 5: The Internet
- The Internet - fad or future?
- The Internet and the showroom
Chapter 6: Growth of markets
- UK, Europe & Rest of the World
- Current trends influencing design and the emergence of new model segments
- Emerging markets
- What dynamics are driving the market for cars in China?
- Chinas response to Western capitalism
- The Chinese car-buyer
- The Chinese car market
- How will the different lifestyles in the emerging markets influence advertising to the consumer?
- The Chinese car-buyer and brand loyalty
- Eastern design influence
- The oil price
- Other Asian markets
Chapter 7: Alternative fuel technology
- Marketing alternative fuel technology
- Environmental awareness
- Diesel power
Chapter 8: Motor industry & vehicle manufacturers
- The global manufacturing village
- How will the global auto industry react to the phenomenal industrial growth in the East?
- Why have Asian cars been experiencing a strong growth in sales in America, at the expense of the domestic manufacturers?
- Globalisation - many products are manufactured in Asia due to the lower wage rates
Chapter 9: The changing face of the market - case studies
- Ford in Europe
- Ford Thunderbird
- The effects of the GM/Daewoo merger
- Manufacturers in motor sport - is the exposure good value for money?
- The V8 invasion of Europe
- Japanese brands in the US
- The Mini factor
Chapter 10: The future
- Too sterile?
- Heritage
- Designing the future
- Media communication styles of the future
- What does the future hold?
- Recycling
Chapter 11: Conclusion
List of tables:
- Table 1 Customer satisfaction table: 2004
- Table 2 US passenger car sales by vehicle country of origin
- Table 3 Global sales of passenger cars by manufacturer
- Table 4 Halo model cars sold in UK
List of figures
- Figure 1 Pontiac GTO advertisement
- Figure 2 Snapshot of motor car ad spend in the UK, by media type
- Figure 3 Fiat Stilo Abarth print ad (2005)
- Figure 4 UK full vehicle licence holders: male/female split
- Figure 5 Kia Picanto advertisement (2005)
- Figure 6 Ad spend by the Big Three US motor manufacturers
- Figure 7 New passenger car sales in China
- Figure 8 Indias annual sales
- Figure 9 Honda Insight
- Figure 10 Toyota Prius
- Figure 11 The BMW 745h Hydrogen version
- Figure 12 Vauxhall diesel advertisement (2005)
- Figure 13 Ford Focus Vignale concept
- Figure 14 Ford Thunderbird
- Figure 15 Sales of Mini cars
- Figure 16 Mini Cooper Cabrio
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