By Wolfgang Philipp

Published in February 2024

1-Minute Automotive Communication Strategy

What Happened to Automotive Advertising?

What Happened to Automotive Advertising?
© Photo by Annie Spratt / Unsplash

Related to

COMMUNICATION STRATEGY
BRAND STRATEGY

What happened to automotive advertising with its once glorious ads? Commercials that would stir emotions and desire – by telling fascinating stories about their products?

Myriads of digital channels have increased the complexity of advertising exponentially.

The 30-second TV commercial can no longer establish a story to an audience that is not seeing it.

Ads alone no longer work to shape or differentiate a brand.

But skipping the story altogether makes it even worse.

Ads now interrupt a conscious user in an active process, not a passive viewer patiently waiting for the blockbuster to continue.

An active user all eyes and ears is the best recipient if you have a relevant message – and the worst if you don’t: 5, 4, 3, 2, SKIP AD!

However, the new channels provide unprecedented targeting to grab the viewer’s attention with their specific interests – and could serve as a perfect entry point to a deeper engagement with the brand.

A brand with a clear meaning, embodied by coherent products is an endless source for compelling stories.

Cars are emotional, high-involvement products. The customer decision process is long.

Agencies have to fill the void from advertising to relevant deep dive content to win back interpretive authority for the brands.

In order for agencies to also create more in-depth content, the brands must have meaning in the first place.

A brand with a clear meaning, embodied by coherent products is an endless source for compelling stories.

This meaning cannot be created in advertising, it has to start with the brand.

Thank you for reading 1-Minute Automotive Communication Strategy!

If you want to learn more on this topic, read our article Holistic Marketing – How A Company Can Benefit from the Marshmallow Experiment In Real Life.

For specific questions, contact us here.

Don’t miss any 1-Minute Automotive Brand Strategy and follow us on
LinkedIn
!

PHANTASIA is a brand strategy consultancy for the automotive and motorcycle industry. We help automotive brands find their meaning in a new era of mobility.

Discover
More

The Untapped Superpower of Automotive Brands
© Photo by Simone Pellegrini / Unsplash

The Untapped Superpower of Traditional OEMs

Electric mobility reshuffles the cards in the automotive industry. Suddenly, newcomer brands drive innovation. But traditional OEMs have an untapped superpower.

In this 1-Minute Automotive Brand Strategy, we explore how traditional OEMs can differentiate their brands in the new era.

MARKETING    BRAND     PRODUCT     COMMUNICATION

Why Electric Mobility Is Misunderstood
© Photo by Ralph Hutter / Unsplash

A vastly improved second generation of products is already available – why does demand still favor petrol cars?

In this 1-Minute Automotive Product Strategy, we discuss the emotional potential of electric mobility.

MARKETING    BRAND     PRODUCT     COMMUNICATION

lancia, flaminia
© Photo by Free-Photos / pixabay.com

Lancia is the sleeping beauty in Stellantis’ extensive brand portfolio. A brand that shaped the automobile – with inventions like the self-supporting body and design icons such as the Aurelia B20 GT, the Aurelia B24 Spider, and the Stratos – is being awakened by a kiss in a new era of mobility.

In this article, we take a closer look at the fame and glory of Lancia and why its best days are possibly yet to come.

MARKETING    BRAND     PRODUCT     COMMUNICATION

Do you like our articles? Sign up to our newsletter to get the latest strategic insights.