In the ever-changing world of automotive marketing, staying ahead involves more than just grasping the fundamentals of advertising. It requires a thorough understanding of the entire organization, from sales and marketing all the way to after-sales and customer experience.
After 10 + years in the automotive industry where I rotated through all of these departments, I’ve gained a holistic view of the automotive industry on a national and dealer level. This unique perspective allows me to see how the industry evolves and what strategies could drive success in this rapidly evolving environment.
1. The Auto Industry has changed more in the past 10 years than in the last 60
For instance, the push towards greener, more environmentally friendly vehicles has placed significant pressure on automakers to innovate. This, in turn, has created new challenges and opportunities for automotive marketing.
One of the most significant changes is the rise of electric vehicles (EVs). Traditional selling points like engine power and the roar of the motor are becoming less relevant. Today, customers are more interested in features like battery range, connectivity, customization, and sustainability. The question now is: how do you market a product that is so different from what consumers are used to?
2. Localized Automotive Marketing: Lessons from Porsche
As the former Marketing Manager for Porsche Cars North America on the West Coast, I gained valuable insights into localized automotive marketing. My territory spanned from Colorado to the West Coast, each market presenting its own unique challenges.
We relied heavily on our dealers to understand their local markets and the preferences of their customers. One frequent request was to localize imagery, such as featuring vehicles in front of recognizable local landmarks, to make the products feel more relatable. However, automakers were often hesitant to accommodate these requests, aiming to maintain a consistent global brand identity.
This is when I discovered social media to be the ideal solution. Unlike traditional marketing, social media allows you to personalize content to specific regions, creating a balance between creative freedom and brand consistency. It enables more localized, relevant content—an essential strategy for staying engaged with current audiences.
3. The Evolution of Luxury
Luxury used to mean expensive materials and powerful engines. However, the definition of luxury has shifted. Today’s luxury vehicle buyers are looking for something more—personalization, connectivity, and sustainability.
Take electric vehicles as an example. A battery is a battery, so what makes luxury cars unique? It’s about the range, the technology, and the brand experience. Consumers no longer turn on a car to hear the engine roar; instead, they want to see how easily their smartphones can connect. This change in consumer behavior necessitates a fresh approach to automotive digital marketing.
4. The Importance of Dealer-level Marketing and Community Building
Marketing at the dealership level differs significantly from marketing at the OEM level. While the OEMs focus on branding and educating the masses, dealerships must build a community of trust with their customers. Pricing, inventory, and local reputation are critical factors. The cars themselves are often so similar that customers base their buying decisions on their trust in the dealership.
Dealerships must also think creatively about how to bring customers into their stores. Traditional tactics like offering a cheap oil change may no longer be effective, especially as EVs become more prevalent and require less frequent servicing. Instead, dealerships must find new ways to engage with customers, perhaps by leveraging automotive marketing services or exploring automotive digital marketing agencies.
5. The Role of Certified Pre-Owned (CPO) Programs
CPO programs offer a unique opportunity for luxury car brands to introduce new customers to their vehicles. For instance, someone who thinks they can’t afford a Porsche might find a CPO Macan within their budget. This not only introduces them to the brand but also creates a potential lifelong customer if their experience is positive.
Marketing CPO vehicles requires a strategic approach. It’s about showcasing the value and experience that come with owning a luxury car, even if it’s not brand new. This is where a well-thought-out automotive marketing strategy can make all the difference.
6. Automotive Marketing of EVs and Autonomous Marketing
As EVs and autonomous vehicles become more mainstream, the digital marketing landscape will continue to evolve. For example, EVs place new demands on tires due to higher torque, which could be an opportunity for tire companies to collaborate with dealerships. This type of partnership is just one example of how thinking outside the box can lead to innovative marketing solutions.
Educational automotive marketing will also become increasingly important. Consumers need to understand how to optimize their EVs, especially in challenging conditions like winter storms. Dealerships and manufacturers must work together to educate buyers and build trust.
Conclusion: Creativity and Innovation in Automotive Marketing
In conclusion, the automotive industry is at a crossroads, and digital marketing strategies must adapt to keep up with the rapid changes. From understanding the full scope of dealership operations to embracing new technologies like EVs, success in automotive marketing requires creativity, innovation, and a deep understanding of consumer behavior.
By focusing on automotive digital marketing, automotive marketing services, automotive digital solutions, and automotive marketing strategies, dealerships can survive and lead in this exciting, ever-changing industry.
As we move forward, I’ll be sharing more insights on these topics and exploring how dealerships can thrive in this new era.
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