‘Endless love stories’: Volkswagen on the strategy behind its new brand platform
Josh StephensonVolkswagen’s new brand platform looks to remind customers of the love they have for the brand, while also positioning the car giant for the future.
Volkswagen’s new brand platform looks to remind customers of the love they have for the brand, while also positioning the car giant for the future.
Trading media metrics for the “right data” can help marketers prove to the CFO why certain investments are “worth every dollar”, says Ford Europe’s media boss.
The car manufacturer built its marketing team just four months ago but has already abandoned the endeavour.
The car brand enlisted the help of Sky Media to take the launch of the Range Rover Sport from standard branded content to must see TV.
Car manufacturer Renault is seeking to reinvent itself in the eyes of younger consumers, with a new campaign that urges them to ‘Rethink. Renault’.
The automotive marketplace is making its biggest ever increase in marketing spend to entice younger and female audiences into its ecosystem.
Aston Martin has been overhauling its digital offer to create “almost one-to-one” experiences for potential customers.
The Advertising Standards Authority has upheld a complaint against an ad in Toyota’s ‘Born To Roam’ campaign on social responsibility grounds.
Over half of female motorists don’t feel seen by motoring marketing comms. If the industry wants to grow in the face of a clampdown on petrol vehicles perhaps it’s finally time for women to be targeted.
Tesla has embarked on a series of price cuts since the beginning of the year, however CEO Elon Musk says this has not been enough to drive demand.
Peugeot are investing in brand building and a more ‘modern’ approach to marketing to grow a distinctive brand identity in a fiercely competitive category.
Motorway’s marketing director believes differentiation is key for utility brands as the car-selling platform continues to grow at pace.
Our marketing columnist reviews the recent controversy over the driving range of Teslas and revises his assessment of the company’s market orientation.
With the objective of reframing as more than a breakdown service, the AA conducted a brand diagnosis to understand its place in drivers’ lives. It has also switched to become more long-term focused, bringing its private equity owners along with it.
Despite margins falling to their lowest level since 2019, Tesla will continue to discount its vehicles amid a “turbulent” economic environment.