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.
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.
This 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.
Tesla CEO Elon Musk has avoided traditional advertising campaigns in the past, but increased competition in the electric vehicles market may have forced his hand.
Challenged 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 reveals the top 10 marketers in consumer goods, technology and automotive, part of our Top 100 Most Effective Marketers, sponsored by Digitas.
Creating an in-house agency is already driving increases in the speed and efficiency of Polestar’s marketing, while also protecting the brand’s values, says CMO Åsa Borg.
Marketing Week reveals the top 10 marketers in consumer goods, technology and automotive, part of our Top 100 Most Effective Marketers, sponsored by Tag.
The online car retailer is undertaking a “business realignment” programme to “de-risk the path to profitability” and deliver more than £200m in savings by the end of next year.
Maintaining strong branding can be a challenge for brands tapping into cultural moments, yet brand association was one of the key strengths of The AA’s ad.
Aston Martin aims to drive salience and differentiate its brand by building a more “emotional connection” with consumers.
As Mini trials its first metaverse experience, the car marque’s brand lead says marketers must be clear on objectives when trying to get buy in.
On a mission to save £200m over the next 18 months, the online car retailer says it is prepared to sacrifice near-term aspirations in search of “profitable growth”.