Some of the global auto brands that are highly active in the US auto market are planning to boost their marketing budgets as next year’s schedule will be full of new product launches.
Audi, Chevrolet and Lincoln all mull increased spending on the marketing outlay. The VW Group’s luxury brand – which has some catching up to do in the US – will buoy its marketing expenditures by 10% in 2015.
“Our focus is clear: We still stay true to the platforms that have been successful for us, but we’re putting more money with it,” comments Loren Angelo, director of marketing at Audi of America.
On the other hand, Vinay Shahani, vice president of marketing at Volkswagen of America, said the passenger car brand – which has seen its US market share sliding – plans to keep the budget flat for next year.
“We’re building the brand, we’re growing the brand, we’ve got new products to launch,” comments Matt VanDyke, director of Global Lincoln. “We’re a challenger. We have to be smarter and scrappier than the next guy.”
Tim Mahoney, Chevrolet’s chief marketing officer, clearly pointed out to the US brand rising the marketing spending, as the company prepares no less than five product launches for next year.
Via Automotive News