Renault shifts focus to ‘upper end of mainstream’ as it looks to drive reappraisal
Chris SutcliffeCar manufacturer Renault is seeking to reinvent itself in the eyes of younger consumers, with a new campaign that urges them to ‘Rethink. Renault’.
Auto Trader looks to ‘underrepresented’ groups for its largest-ever marketing investment
Chris SutcliffeThe automotive marketplace is making its biggest ever increase in marketing spend to entice younger and female audiences into its ecosystem.
‘High-tech, high-touch’: Aston Martin on transforming digital to create personalised experiences
Josh StephensonAston Martin has been overhauling its digital offer to create “almost one-to-one” experiences for potential customers.
ASA bans Toyota ad in first environmental ruling of its kind
Chris SutcliffeThe Advertising Standards Authority has upheld a complaint against an ad in Toyota’s ‘Born To Roam’ campaign on social responsibility grounds.
If the automotive industry wants to grow it needs to target women
Helen JamesOver 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.
Musk: Advertising won’t work for Tesla until cars are ‘more affordable’
Niamh CarrollTesla 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.
‘Simple is the hardest thing to achieve’: Peugeot’s marketing lead on a brand-led future
Josh StephensonPeugeot are investing in brand building and a more ‘modern’ approach to marketing to grow a distinctive brand identity in a fiercely competitive category.
Motorway on why acting ‘primetime’ is important in low-interest categories
Josh StephensonMotorway’s marketing director believes differentiation is key for utility brands as the car-selling platform continues to grow at pace.
‘Range inflation’ is a sign Tesla has lost sight of its customers
Mark RitsonOur marketing columnist reviews the recent controversy over the driving range of Teslas and revises his assessment of the company’s market orientation.
‘Advertising without strategy is a vanity project’: Inside the AA’s quest for brand re-evaluation
Niamh CarrollWith 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.
Tesla to continue discounting cars despite profit margins falling
Josh StephensonDespite margins falling to their lowest level since 2019, Tesla will continue to discount its vehicles amid a “turbulent” economic environment.
Fiat outperforms category with ‘strong’ branding score for ‘Operation No Grey’ ad
Josh StephensonThis is the Italian car manufacturer’s “best-ever” ad, according to data from System1, which puts it in the top 5% for all UK car ads.
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Tesla to start advertising in major reversal for brand
Josh StephensonTesla CEO Elon Musk has avoided traditional advertising campaigns in the past, but increased competition in the electric vehicles market may have forced his hand.
How Toyota delivered tens of millions in incremental revenue
Marketing Week ReportersChallenged to develop a compelling service offer to arrest years of decline, Toyota used research and a new creative concept to get drivers back behind the wheel.
Marketing Week Top 100 2023: The top marketers in consumer tech, automotive and manufacturing
Lucy TesserasMarketing Week reveals the top 10 marketers in consumer goods, technology and automotive, part of our Top 100 Most Effective Marketers, sponsored by Digitas.