News
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12 January 2021
General Motors is leveraging its corporate brand – complete with a new “Everybody In” campaign and redesigned logo – as the automaker ramps up its focus on electric vehicles (EVs).
Article
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Stephen Whiteside, WARC Exclusive, January, 2021
General Motors, the auto manufacturer, is leveraging the power of its corporate brand as part of an effort to increase sales of its burgeoning slate of electric vehicles.
Opinion
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Nicola Niesl, December 2020
In this edition of Kantar’s touchpoint-specific investigations, Kantar takes a deep dive into effective touchpoint management for automotive brands.
Case Study
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Paloma Ho, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020
Car manufacturer Audi used AR technology and Yahoo! TV to showcase the Audi e-tron, its first pure electric car in Taiwan.
Case Study
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Julian Roberts, WARC Media Awards, Entrant, Effective Channel Integration, 2020
Auto brand Volkswagen took a two-tiered approach to build awareness of its new EV model in Europe and drive reappraisal of a questioned technology.
Case Study
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SABRE Awards, Gold, South Asia, 2020
Revolt Intellicorp, an electric motorcycle brand, democratized mobility with an affordable, sustainable solution in India.
Opinion
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Jenny Chan, November 2020
Volkswagen’s popularity, reputation, and long-term leadership in China’s passenger car market was achieved with powerful first-mover advantages. Volkswagen’s Head of Brand Project House, Kuo-Hi Lee, speaks to WARC’s Jenny Chan for Marketer’s Toolkit 2021 about how the brand steered itself back on track in China after the fallout from the COVID-19 pandemic.
News
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30 October 2020
China has announced an ambitious plan to require all new car sales in 2035 to be either hybrids or new-energy vehicles (NEVs), in a move that is likely to have important consequences for global auto brands.
News
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19 October 2020
For the German automaker, a shift to electric vehicles has meant a fundamental adaptation, not only of manufacturing but also of communications.
Article
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Sam Peña-Taylor, Event Reports, DMEXCO @home, September 2020
Volkswagen (VW), the German carmaker, is going electric; here the brand’s CMO talks about reducing paid media spend, thinking in terms of software, and growing a new category.
News
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22 July 2020
Mustang, the auto marque owned by Ford, successfully fueled demand for its Mach-E electric SUV without even having a finished product to show off to consumers Lisa Schoder, head of Ford’s US integrated marketing and media, discussed this subject duri
Article
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Geoffrey Precourt, Event Reports, ANA Digital and Social Media Conference, July 2020
Mustang, the auto marque owned by Ford, was launching a new electric SUV, called the Mach-E, which marked a significant departure from the brand’s typical vehicles, and a major innovation in its own right.
Case Study
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Paloma Ho, WARC Awards, Entrant, Effective Innovation, 2020
Car maker Audi took a chance on augmented reality to increase its popularity and build awareness of its first purely electric car in Taiwan.
Case Study
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Filipe Da Costa, Mathilda Borne, WARC Awards, Entrant, Effective Social Strategy, 2020
Auto maker Audi harnessed the power of social to raise awareness, and show the world it is deeply evolving and working to reduce its environmental impact.
Case Study
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SABRE Awards, IN2, North America, Best in Trade Shows & Awards, 2020
Autonomous vehicle manufacturer Zoox used a curated speaking strategy to leverage media coverage for the company in the US.
News
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12 December 2019
Weltmeister Automobile, the Chinese electric vehicle brand, believes a brand is more than just a brand and has developed the notion of the ‘brand as platform’ – even though this can at times seem to conflict with brand-building principles.
News
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09 December 2019
Multinational automakers are investing huge sums into the development of electric and hybrid vehicles, but it appears American consumers are far less open to the new technology than their counterparts in other major markets.
Opinion
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Jenny Chan, November 2019
This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .
Case Study
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Matt Casey, Hannah Walsh, WARC Media Awards, Entrant, Effective Channel Integration, 2019
Porsche increased brand awareness with a wide-reaching campaign ahead of the launch of its first electric vehicle, the Taycan, to create buzz among the 'Driven Youth'.
Case Study
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Philip Hewitt, WARC Media Awards, Entrant, Effective Channel Integration, 2019
Audi built on its aspirational positioning as the best-selling premium car brand in Italy with an awareness event at Milan Design Week, designed by famous architect Hani Rashid and installed in Milan's famous Piazza Sempione, to target 'premium progressives'.
Research Paper
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Joe Sauer, Lauren McGuire and Nic Thomas, ESOMAR Conference papers, Congress, 2019
Nissan, the car manufacturer, tested the use of sound to create an iconic 'sound experience' that would promote the brand identity of its electric vehicle portfolio in Asia, Europe and North America.
News
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02 September 2019
Not known for its marketing, the most famous electric car brand in the world is developing an experiential strategy, partnerships, and local social media to assist a major sales push in China.
Article
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Daniel Binns, WARC Exclusive, August 2019
Interbrand NY CEO, Daniel Binns, explores the consumer trends and tech disruption shaping the automotive category in 2019.
Case Study
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WARC Cases, Winner, Automotive, 2019
Audi, the car manufacturer, promoted the launch of its latest e-tron model with a podcast for its German, Swiss and Austrian audience.
News
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16 May 2019
MG Motor, the iconic British automaker that is now owned by SAIC Motor of China, has unveiled what is being described as India’s first internet car, which comes with a host of smart technology features.
