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Our industry is ever-changing. Get insights and perspective from our experts as we share our knowledge and experience on how to successfully navigate the marketing landscape.

Ghostly Range Rover Convertibles Haunt London

In preparation for the launch of the Range Rover Evoque Convertible, Land Rover built six neon wire frame replicas of the car to pique consumer curiosity. The cars will be parked outside of high-end London department stores like Harrod's and Bulgari, serving as cool out-of-home centerpieces and saving spots for the real spectacle's release in November.    The beauty of a skeleton car.

  • 1 min read
  • October 6, 2015

Volkswagen's brand is worth a lot less than it thinks

VW Group is the best managed automotive portfolio in the world. Porsche, Audi, Lamborghini, Bentley and VW all have a distinct market they serve and dominate. So what happens to all that equity you’ve built when one of your brands tells the world it’s hip and progressive, but turns out to have been deliberately cheating on its emissions? Read how VW just wiped out billions of dollars of its intangible assets.

  • September 22, 2015

Google Brings in Chief for Self-Driving Cars

Google is ready to turn its self-driving car technology into a business. Hiring auto-industry veteran and TrueCar President John Krafcik to serve as CEO of its car project, Google is sending a message that it is serious about the business side of autonomous vehicles and keen to work closely with the auto industry to commercialize the technology. Like Google’s reorganization under new parent company Alphabet, the move is part of Google’s broader effort to transform itself from an Internet search engine into a broader enterprise. Krafcik’s industry connections will help Google, which doesn’t plan to manufacture its own cars and wants to partner with others to develop the technology. Google bets big on self-driving cars

  • 1 min read
  • September 17, 2015

What Makes Uber Run

The transportation service has become a global brand, an economic force, and a cultural lightning rod. Its founder? Probably the latter. If you want to get your head around Uber’s wild growth, and its even wilder potential, you have to get to know its wildly ambitious, ever-restless CEO. A look at Travis Kalanick, Uber’s polarizing founder

  • September 17, 2015

Toyota just launched an all-new Prius, and it looks weirder than ever

Marketers usually focus on functional and emotional benefits, downplaying self-expressive ones. Toyota’s new Prius has better fuel economy and its launch yesterday was designed make it more fun and sporty. Suffice to say, there are some jokes going around the internet about this today. But Toyota’s decision to revise the car’s Mk1 design (which looked like a Yaris) to something that is much more distinctive, created an owner base that is more attached to their cars than any non-luxury brand.  Meet the new Prius here.

  • 1 min read
  • September 10, 2015

Toyota-Ford Defend Control of Dashboard From Apple-Google

As Google and Apple introduce technology targeting the car industry, the world’s largest automaker is exploring a collaboration with Ford to maintain control of vehicle dashboards. The automakers will explore ways to integrate smartphone applications into future vehicles, controlling design while appealing to younger customers who demand connectivity features in their rides. It’s a markedly different approach from Hyundai, which said it would become the first carmaker with Android Auto available in U.S. models. Toyota, Ford and the fight for your dashboard

  • 1 min read
  • June 4, 2015

Volvo LifePaint, Safety Spray Paint for Cyclists That Is Invisible by Day and Reflective at Night

The Volvo brand is synonymous with safety. So it makes sense for the Swedish automaker to develop LifePaint, the reflective spray paint that only appears at night. LifePaint protects drivers and bicyclists by improving visibility. The product can be applied to bicycles, backpacks and safety equipment. See LifePaint in action

The Lincolnaissance: What Matthew McConaughey Taught a Car Brand About Forging a New Identity

We’ve all seen Lincoln’s hit ad campaign, which boosted sales by 16% and earned imitations by Saturday Night Live and Ellen Degeneres. But Lincoln’s bold attempt to recast the brand was only enabled by being open to risks, recognizing its role as a challenger brand and rejecting a one-off celebrity endorsement in favor of an authentic relationship. Global Director Matt VanDyke explains “Matthew didn’t just want it to be a one-off campaign either, but rather, create a relationship here. We knew if we treated this like a conventional spokesperson role, it really will probably scream of borrowed interest and wouldn’t be very authentic to Matthew either.”  Find out the keys to the Lincolnaissance at FastCo

  • 1 min read
  • March 25, 2015

Cadillac Features Wozniak, Other Achievers In Ambitious Oscars Ads

Lego wasn't the only brand that capitalized on Sunday’s Oscar buzz; Cadillac used the event as a springboard for its new “Dare Greatly” campaign. Through a series of vignettes featuring “Boyhood” director Richard Linklater, Apple icon Steve Wozniak and other game-changing individuals who dared to dream big, the campaign is part of the luxury car brand’s attempt to reposition itself as a distinctive alternative to its German competitors. It’s Cadillac’s modern take on the American spirit, and a necessary pivot for the 112-year-old carmaker to avoid being perceived as stuffy. Read Forbes' article on Cadillac's pivot

  • 1 min read
  • February 23, 2015

What Happens If Apple Starts Making Cars

It’s been widely speculated that Apple is making a play to enter the car industry. Apple clearly understands design, UX, and global supply chain alignment in ways few organizations ever have, so it’s not hard to imagine the company redesigning the end-to-end purchase and Driving Experience (DX), rather than just the cars themselves. The question then becomes how incumbent car brands would adapt to disruptive innovation. Read full article here.

  • 1 min read
  • February 19, 2015

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