For decades the shape of cars and bikes was influenced by the requirements set by fossil fuel engine technology. A petrol car requires cool air to reduce the engine heat. It triggered designers to create air intakes in the front of cars which became a vital tangible of the image of most brands. The fuel tank between the steering bar and the seat of a motor bike is what creates the ‘gestalt’ of a bike. The power and performance of a sports car is endorsed by the number, shape and size of its exhausts. All these examples loose their relevancy when the power plant is for instance electric.
New engine technology, whether it is electric with batteries, fuel cell or electric with a range extender offers new possibilities in design. The Toyota i-road, Renault Twizy or the Nissan Blade Glider are just examples of revolutionary designs with electric propulsion. The impact of electric power systems on designs of means of transportation is not limited to cars. Above is an example from the bike industry of a new type of vehicle which is a bicycle or a motor bike. Which is it? You decide after you Continue reading →
Top ‘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 →
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
Pre-testing an outdoor advertisement is not new, but improving the effect of your advertisement campaign with 25 percent is certainly new. Continue reading →
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 →
The question whether to use or not to use social media for marketing purposes could be based on the question “what if my consumers aren’t on social media?”
In his article ‘Youthification. It’s a Word Now.’ Gary Vaynerchuk states that his knee-jerk’s reaction to this question is “Then you shouldn’t be there.” But he continues that it’s more likely that you’re just wrong. He explaines that your target audience doesn’t have to be directly influenced by marketing on social media: indirect influence is still influence. …Continue reading
Marketing and technology have become more and more connected to and dependent on each other. The overviews of the different kind of marketing tools of the last years on chiefmartec.com, show that clearly. …Continue reading
Brands such as Taco Bell, Acura and Karmaloop have all started building a presence on Snapchat. Acura is the first car brand that experiments with this new social media platform. According to the article, other brands should look to these examples for inspiration. …Continue reading
What kind of transport will we use in the coming years? What are the opportunities and challenges for sustainable mobility in the future? These are questions that ask for a lot of brainstorming sessions and innovative ideas.
To reach a new audience, introduce a new car or just promote their brand, automakers are continuously busy with new ways of marketing. To show their new concept cars Jaguar is joining the Wallpaper* Handmade exhibition at Harrods in London. …Continue reading
This week the Emerce E-Week event and festival in Amsterdam took place. It is a series of events, which lures in over 2000 marketers, e-commerce specialists and media connoisseurs to the capital of the Netherlands. Pinnacle of the week is the eDay event, where approximately 70 internationally renowned marketing lecturers, creative free thinkers and cutting edge speakers give it their utmost to inspire the audience with the newest ideas and best insights for the future. The eDay event was organized for the ninth time and this year’s theme was, What’s next in media, marketing and e-business.
Although this event is oriented purely around digital marketing, automotive was a reoccurring item in several speeches in this years’ edition. …Continue reading
Premium car manufacturer Mercedes will start selling new cars directly online this year. The web shop will be called “Mercedes-Benz Online Connection”. The starting date is still to be announced, but it is clear that the models that will be offered are pre-configured versions of the A,B and CLA. According to Automobilwoche a niche model, such as the CLS Shooting Brake could be added later on. The aim is not to offer some special cars, but cars that are attracting a large target group. The online store will start in Germany. …Continue reading
A car brand who partners with a fashion designer is maybe not the most obvious collaboration you can think of. But Infiniti went for it! For a special look and feel of their Q50 they asked two famous fashion designers: Zac Posen and Thom Browne. Posen dresses some of today’s hottest celebrities, like Gwyneth Paltrow and Rihanna, and now got the chance, together with his “colleague” Browne, to “dress up a car” instead of famous people. …Continue reading
The media landscape is changing. Where television, print and radio where the core media two decades ago, the online world plays an even bigger part in our lives today. New media are full of new opportunities, also for marketing strategies: from video’s and social media platforms to interactive games and innovative mobile websites. …Continue reading
Local Motors is car manufacturer that is, in their own words, all about next-generation, crowd-powered automotive design, manufacturing and technology to enable the creation of game-changing vehicles. This is their car and here is why it is so remarkable.
An Audi of America executive at Forrester Research’s Forum for Customer Experience Professionals East 2013 said that by redefining the employee experience, the brand was able to boost customer loyalty.
“Our goal was to redefine the customer experience,” said Jeri Ward, director of customer experience at Audi of America, Washington, D.C. “But first, we had to win over the hearts and minds of our employees.”
Audi took a three-step process to increasing customers’ feelings about the brand, which had to start with the feelings of the employees. Therefore, …Continue reading
This week we noticed three new tv commercials that have a concept along the same line: A car brand, presenting a new model, while going back to their national roots and working together with celebrities of their native country.
Car brands tend to think of themselves as global brands. In general the themes in tv commercials have to appeal to an international audience. This made that concept developers at agencies tended to stay away from linking a car brand to a local hero form the car brands country of origin. …Continue reading
Britain’s electric highway has seen a staggering increase in use, with electricity consumption increasing 4,500 per cent between February and April 2013, compared to the same period, last year, as Greencar co.uk reports.
Are the Brits picking up on electric driving? …Continue reading
Autonomous or robotic cars is the newest buzz in the automotive industry. It all started some three years ago when Google sponsored the self-driving car research program by Stanford University. The project created a lot of publicity. The video of Steve Mahan, a citizen with a 95% reduced eye sight, behind the wheel of an autonomous driving Toyota Prius, generated some 4,4 million views on Youtube. …Continue reading
BMW is participating in one of this year’s highlights of the international art scene: Art Basel. This event will take place from June 13 to 16, 2013, when the premier art fair for modern and contemporary art will open its doors in Basel.
More than 300 galleries from all over the world will exhibit at Art Basel, showcasing works of more than 4,000 renowned artists as well as promising new talents. As a long-term partner of the shows in Basel, Miami Beach, and now in Hong Kong, BMW continues to support Art Basel with its comprehensive VIP shuttle service. In addition, BMW will present one of its legendary BMW Art Cars in the BMW VIP CAR Service-Lounge: The BMW 525i designed in 1991 by South African artist Esther Mahlangu.
Visit the website of Art Basel for more information.
When a new technology appears on the scene, such as electric vehicles, there is almost always the question why it isn’t adopted quickly. Again, such as seems the case now with the adoption of electric cars.
General theory on adoption shows that the rate of adoption is depending on various factors. “The rate of adoption usually starts slow, accelerates until about 50% of the community has adopted the technology, then decelerates, eventually approaching zero, as nearly everyone in the community has adopted the technology.” …Continue reading