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Toyota: Everything Flipped

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Car manufacturer, Toyota, shifted long-standing perceptions of its Yaris model by partnering superstar gymnast Katelyn Ohashi for a launch campaign in the UK.

After COVID-19: The new look of the Thai automotive market

Article • Chutima Wiriyamahakul and Krittamate Wuthimatheekul, WARC Exclusive, April, 2021

The COVID-19 pandemic may have impacted Thailand’s car market last year but Delphys Hakuhodo’s Chutima Wiriyamahakul and Krittamate Wuthimatheekul say the industry is bouncing back strongly with new initiatives.

Why consumer attitudes about electric cars are about more than being green

Article • Brian Carruthers, Event Reports, MRS Impact Conference, March 2021

A qualitative research project by Facebook and The Nursery explored the factors that might be encouraging or discouraging people from buying electric vehicles (Evs).

What’s working in automotive

Article • WARC Category Intelligence, March 2021

Global strategies, campaign updates and trends in the automotive category.

The state of the auto industry: ‘Nowhere to go’ but the future

Article • Kai Geertsema, WARC Exclusive, March 2021

The automotive industry is being disrupted by technology and a shift toward environmental credentials, as well as the negative impact of COVID-19.

Ford Motor Company: Electric Vehicle Myths Busted

Case Study • SABRE Awards, IN2, North America, Best Persuasive Content, 2021

Ford, an automotive brand, launched an educational web portal and blog posts to inform consumers of the benefits of electric vehicles.

Enthusiasm for electric vehicles grows in Southeast Asia

News • 05 February 2021

A new study by Frost & Sullivan, commissioned by Nissan, shows that consumers across Southeast Asia continue to show high enthusiasm to own an electrified vehicle, largely driven by a growing need to create a more sustainable future.

GM leverages corporate brand in electric vehicle drive

News • 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).

General Motors leverages its corporate brand to boost electric vehicle sales across price points

Article • 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.

The power of connection: An ever-evolving ride for automotive brands

Opinion • 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.

Audi: e-tron Has Landed

Case Study • 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.

Volkswagen: For The Many, Not The Few

Case Study • 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.

Revolt: Improving Access to Electric Mobility & Democratizing Technology and Mobility

Case Study • SABRE Awards, Gold, South Asia, 2020

Revolt Intellicorp, an electric motorcycle brand, democratized mobility with an affordable, sustainable solution in India.

Volkswagen's Kuo-Hi Lee: 'Entertainment is something everyone desires online in China'

Opinion • 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.

China aims for a totally eco-friendly car market by 2035

News • 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.

Volkswagen’s electrification play

News • 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.

Volkswagen’s new strategy: dreams of electric fleets

Article • 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.

How Mustang’s marketing drove demand for a new electric SUV

News • 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

How Ford Motor Co. spurned legacy media and leaned heavily on social to introduce a powerful brand extension

Article • 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.

Audi: e-tron emoji CO2 saver

Case Study • 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.

Audi: e-tron Has Landed

Case Study • 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.

From Shadow to Spotlight: How speaking helped Zoox gain an inside track on rivals

Case Study • 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.

Weltmeister Automobile: Brand as platform

News • 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.

Electric and hybrid cars fail to impress US consumers

News • 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.

Launching a category-breaking brand in China: ICONIQ Motors’ CMO, Bernd Pichler

Opinion • Jenny Chan, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .

Les Binet outlines why "share of search" is a powerful, predictive marketing metric

Article • Stephen Whiteside, Event Reports, IPA EffWorks 2020, January 2021

Research by Les Binet, the head of effectiveness at agency adam&eveDDB, demonstrates that a brand’s “share of search” within its category is a vital metric for marketers to consider.
What’s working in mass-market automotive

Article • WARC Category Intelligence, September 2019

Global strategies, campaign updates and trends in the mass-market automotive category.
What’s working in luxury autos

Article • WARC Category Intelligence, April 2018

Global strategies, campaign updates and trends in the luxury auto category.
What’s working in automotive

Article • WARC Category Intelligence, March 2021

Global strategies, campaign updates and trends in the automotive category.
Audi: The value of Vorsprung durch Technik over four decades

Case Study • Institute of Practitioners in Advertising, Gold and Best Dedication to Effectiveness, IPA Effectiveness Awards, 2020

Audi, an automotive brand, created long-term value and increased sales with its Vorsprung durch Technik campaign in the UK, which has spanned over the past decade.
Lexus: Find Your Unbeaten Path

Case Study • Terence Ling, WARC Awards for Asian Strategy, Gold and Customer Journey Award, 2020

Luxury vehicle brand Lexus ran a data-driven campaign for its UX crossover SUV that used personalised test drives to engage adventurous urbanites in Hong Kong.