What is a ‘Global Brand’?

global brandTop ‘whatever number’s from any branche are always popular. We love to read what is the most influential brand or the most powerful person. The best sportmen, president or singer. It makes things clear and uncomplicated. It’s just a list. But sometimes different lists overlap and therefore questions arises what kind of criteria for the specific ‘Top lists’ are being used. Continue reading

Self driving car deciding factor in reducing traffic accidents

car accidentsGoogle’s car project and numerous efforts by car manufacturers show unmistakably that the technological components for automated driving have reached a level of maturity that will allow rollout in the near future.

But  are we on the verge of handing over our car keys and let a car drive us automatically from A to B? Continue reading

25 percent more effectiveness of outdoor advertisements with mock up reporting

In the coming weeks Marketing in Automotive will write a few items on research and eyetracking of advertisements and outdoor campaigns. We will do this together with a research consultant of Validators: Bart Massa. In the article below he explains what mock up reporting can do for your outdoor campaign. 

25 percent more effectiveness of outdoor advertisements with mock up reporting

mock upPre-testing an outdoor advertisement is not new, but improving the effect of your advertisement campaign with 25 percent is certainly new. Continue reading

Spotting car trends at the 2014 Geneva Motor Show

VW T-roc concept Geneva Motor Show 2014This year’s Geneva Motor Show was one of optimism. In many press conferences you could hear CEOs and presidents exclaim that sales had risen for consecutive months or that their expectation for 2014 is that consumers will buy new vehicles. The confidence is starting to return and order intake exceeds expectations. However, the careful reader should not forget where the European region is coming from. We are climbing from a two-decade low and with sales drops of -40% in Southern European countries such as Spain. Continue reading

Preview to the 84th Geneva Motor Show

Geneva Motor Show 2013If there would be a spring in the automotive industry, now would be that time of the year again. In the beginning of March some 10.000 media representatives and automotive executives gather in Europe for the Geneva International Motor Show. On March 6th the 84th edition of the show will open its doors to the public. There is no better place to find out what kind of new developments the motor industry has in stock for the coming years than by visiting one of the Top 5 international automobile exhibitions in the world. Continue reading

Digital key opens car for online ordered goods

digital keyVolvo Cars demonstrates the world’s first delivery of food to the car. The service allows consumers to have their shopping delivered straight to their car, no matter where they are. With a ‘digital key’ they are able to open their car from any distance. However, is this a reliable technology in a big city where car burglary isn’t an exception? Continue reading

Racing heritage in automotive brand image

racing heritage

McLaren racing car 2014

An article on Luxury Daily stated an interesting question: How thoroughly should a car brand’s racing traditions be woven into a brand’s image? Does a ‘racing image’ attract or reject customers?

“The first thing many brands do is build a performance model to prove quality, sustainability, longevity and to show that it can compete,” said Lauren Fix, automotive expert. “Almost all brands raced in some form and period,” she said. It creates a following and …. Continue reading

Battery maker claims breakthrough: electric car range will nearly quadruple

Renault ZOE with charge stations Battery powered electric cars have many advantages over fossil fuel powered ones. Obviously the best is that no gas is required. With the price of electricity already being low and coming down in the future the result is huge savings. Electric cars give off no emissions, which reduces the greenhouse effect and keeps the air clean in dense populated areas. When it comes to driving an electric car the immense torque of the engine and the silence adds up the a whole new experience with a lot of driving pleasure. Continue reading

Online video: What’s next ?

online video futureThe usage of online video for marketing purposes is rising and media companies and advertisers are enthusiastic about it. According to a December 2013 study by Forrester Consulting, the majority of publishers predicting higher CPMs for the future. Advertisers, agencies, and media companies differ on the benefits of online  video and exactly how the medium will evolve over the next few years. Will the shift to streaming video continue ? Continue reading

Must watch ad: Cadillac ELR for Hard Workers


This is definitely not the average car commercial. General Motors “left their comfort zone” and questions the hard working life. What?! Well, not really. As Inside EV’s states, this ad could almost be the anthem to the hard working American. The goal is clear: work hard and you can afford a Cadillac ELR. But the questions that arises as well are “Is it worth it?” and “Why do we work so hard?” Continue reading

Consumer not ready for self-driving car

self-driving carAs we wrote earlier, within a few years advanced technology for autonomous driving will be available for everyday cars. However, the first Dutch research about the self-driving car shows some interesting consumer insights. What will determine the adaptation of autonomous driving: technology or consumers? Continue reading

US takes the lead in Vehicle-2-Vehicle communications standard

V2V-from engadgetWhat do Toyota, Lexus, Volvo, Ford, Mercedes-Benz, Nissan, Peugeot and Citroën, VW and  Skoda have in common? They are all car manufacturers that have announced that they will launch self-driving cars in some form in the coming 2-6 years. It is generally assumed that self-driving cars are safer and make collisions something of the past. To realize advanced self-driving features on cars it seems a prerequisite that cars can share information about their position, speed and heading.
In June last year we reported on the Car-2-X communication project, in which vehicles and infrastructure are electronically linked to each other. Continue reading

The car commercials of the 2014 Super Bowl

Chrysler Super Bowl 2014 commercial screen shotLast night (CET) the 2014 Super Bowl was played. Even if you are in Europe and you are not a fan, you know by now that the Seattle Seahawks are the champions of Super Bowl XLVIII. On the side there is completely different competition going on: Which brand is producing the most valued TV commercial? Car brands are one group of advertisers that are filling up the breaks during the game. Continue reading