/ News, Other / Car Marketing Influenced by the European Crisis

Car Marketing Influenced by the European Crisis

Linked In Share
Car Marketing Influenced by the European Crisis

A recent research done by Kantar Media shows that automakers’ marketing messages have been changed since the European auto market began to shrink.

Since the beginning of 2012, automakers’ marketing messages have changed from brand-focused campaigns to commercials focused on how specific features benefit drivers. Before the debt crisis hit Europe, auto campaigns emphasized the driving experience and the brand image. Now automakers struggle to convince customers that a specific vehicle offers drivers something they need at a better price compared with other models.

“Brands have become more specific about the features they communicate,” Kantar Media analyst Solenne Faure said. “They also want to show that car technologies are not too complicated and are affordable.”

According to Kantar Media there are four main campaign themes which reflect these changes. The first one is the Auto Techno theme, where automakers emphasize the vehicle’s technology features such as a quiet engine, low gasoline consumption or extremely low CO2 emissions, as stated on Citroen’s C1 print ad.

The second theme is the Auto Electro/Robot, which automakers use to tout technologies that are often robotically controlled, such as parking sensors. Such an ad would be the one for VW Tiguan, which shows how the vehicle’s Park Assist can allow the SUV to slip into a tight space.

The third theme, Auto Eco, is used by car makers to show how their cars were manufactured to match the good societal values, such as environmental awareness. The best example for this is Renault’s ad where the Kangoo, Fluence and Twizy EVs are displayed next to a fuel station, something these cars don’t need.

Auto Ego, is the fourth theme, where vehicles are presented as an extension of the driver’s self, focusing on specific features and not the brand. The ad which reflects the driver’s individual connection to the vehicle is Peugeot’s Let Your Body Drive campaign for the 208 model.

“The link between the car and the driver is more structured than it was in the past and automotive communications show this,” Faure said. “A car is no longer just an object that you purchase every four to five years.”

by Ana Cezara Savin (my Google+) - Monday, January 14th, 2013 - filed under News, Other. Image credit: .
Linked In Share
Related Articles
campaign themes car marketing message


Discuss: Car Marketing Influenced by the European Crisis

Leave a Reply















Inautonews Facebook PageInautonews RSS FeedInautonews TwitterInautonews Youtube Channel

Sign up to receive our email newsletter on your email. It's safe. No spam!

BMW’s new electric MINI is only months away
BMW’s new electric MINI is only months awayAn electric version of the Mini scheduled to move the British car even further away from its original design will have to wait ...
California drivers push plug-in sales to 40% of the market
California drivers push plug-in sales to 40% of the marketCalifornian residents are powering up the sales of rechargeable cars in the US, with more than 100,000 units sold in the Golden ...
Nissan hires BMW executive to run Infiniti brand
Nissan hires BMW executive to run Infiniti brandThe Japanese automaker announced on Wednesday that its luxury division Inifiniti is hiring BMW executive Roland Krueger. He will ...
Audi ready to tackle urban autonomous driving
Audi ready to tackle urban autonomous drivingAudi AG, the world’s second-larger producer of luxury cars, will unveil technology that enables autonomous driving in city ...
Daimler’s AMG-GT sportscar going after Porsche
Daimler’s AMG-GT sportscar going after PorscheDaimler launched on Tuesday its Mercedes-AMG GT, a two-door coupe with more than 500 hp designed to poach Porsche customers as ...
MINI celebrates two milestones
MINI celebrates two milestonesMINI reached a new milestone thirteen years after its re-launch in 2001, as the three-millionth MINI left the assembly line at ...
Vauxhall announces and teases Viva model prior to next year’s Geneva Motor Show debut
Vauxhall announces and teases Viva model prior to next year’s Geneva Motor Show debutThe British counterpart of Opel has released the first teaser image of the newly announced Viva entry-level five-door city ...
Santander chief Botin dies
Santander chief Botin diesSep.10 (GMM/Inautonews.com) Emilio Botin, a man well-known within the F1 paddock, has died. The 79-year-old was chief of ...
Renault to build Bollore’s 3-seater “Autolib” electric car
Renault to build Bollore’s 3-seater “Autolib” electric carRenault will build a small version of the electric vehicle under the “Autolib” self-service, with the concept of ...
European supercar sales seen rising over 60% by 2017
European supercar sales seen rising over 60% by 2017The European market downturn for supercars priced over €100,000 seems to be ending after the region exited the prolonged ...
[Videos] Nissan officially introduces the Project Titan
[Videos] Nissan officially introduces the Project TitanThe Japanese automaker has unveiled the finished Project Titan – a truck designed for a very interesting Alaskan adventure ...
Daimler ready to extend cooperation with Aston Martin
Daimler ready to extend cooperation with Aston MartinDaimler is “fundamentally open” to discussions on a more profound cooperation with Aston Martin’s new CEO, according to ...
Delphi’s CEO to retire in March
Delphi’s CEO to retire in MarchDelphi Automotive Plc announced that Rodney O’Neal, the US auto parts maker’s CEO will retire next March, and will be ...
Toyota unveils the Urban Utility (U2) concept
Toyota unveils the Urban Utility (U2) conceptThe Japanese automaker, the largest carmaker in the world, has just revealed the first images and details of the Urban Utility ...
[Video] Scion introduces the FR-S Release Series 1.0
[Video] Scion introduces the FR-S Release Series 1.0The limited special edition officially unveiled by the Japanese automaker is available on order in the United States starting ...
Read more automotive news


2013 Frankfurt Motor Show Live Images

Project Titan
toyota-urban-utility-concept-001-1
Scion-FR-S-Release-Series-10-0
maserati-and-ermenegildo-zegna1
Spy-Shots of Cars
Spy-Shots of Cars
2015 BMW 2 Series Convertible 228i 01
Opel-Insignia-auto
Mercedes-AMG GT (C 190) 2014
city-car-ev-china-2
Mercedes_S500_plugin
2015 Lincoln Navigator

More automotive from inautonews
An electric version of the Mini scheduled to move the British car even further away from its original design will have to wait for the green light for at least six months, according to a BMW board member. The new car, previewed by the Superleggera concept which was shown last week in the UK could ...
read more
Inautonews Editors Section
Can Ricciardo do a Prost ’86?
Can Ricciardo do a Prost ’86?For the third time this season, Mercedes faltered in their 1988-esque campaign and there’s only one man ready to pounce whenever opportunities ...
Test Drive – Mercedes-Benz E250 CDI 4Matic
Test Drive – Mercedes-Benz E250 CDI 4MaticDaimler’s passenger cars division – which consists of the Mercedes-Benz and Smart brands – has vowed to recover the distance from its German ...
Top 10 Ferrari F1 drivers No.2 Alberto Ascari
Top 10 Ferrari F1 drivers No.2 Alberto AscariLike his father he was so fast, sometimes perhaps too fast. In pure natural speed and car control no driver could hold a candle to Alberto Ascari in ...

Editors Section
Inautonews Editors Section
2012 Safest Cars list 2011 Safest Cars [Video] 2011 IIHS Safest Cars [Video] 2011 EuroNCAP Safest Cars 2010 Safest Cars [Video]

Latest in Safety US: Senate hearing mulls vehicle safety law changes in GM crisis aftermathGeneral Motors executives, headed by CEO Mary Barra, have already been through Senate subcommittee ... General Motors’ China JV recalls 38,328 CadillacsShanghai General Motors Co, GM’s main Chinese joint venture is recalling 38,328 Cadillac sedans ...
Safety Section