The car - once everybody's dream and a key status symbol in most
countries and cultures - has been extensively questioned in the
last decades and in the last few years particularly. Urbanisation,
traffic congestion, pollution problems, heavy reliance on scarce
oil supplies, safety issues and ever-growing competition, have all
provided significant business challenges for the automotive
industry. Many car manufacturers have had to fundamentally rethink
their design, brand and marketing strategies to thrive in a savvy,
consumer-led culture, and markets that are becoming increasingly
restrictive in size and opportunity. Auto Brand provides a roadmap
to branding and marketing success in the automotive industry from a
leading industry expert, featuring case studies from major car
brands including Audi, BMW, Holden, Mercedes-Benz, Opel, Porsche,
Saab, Seat, Skoda, Vauxhall, Volkswagen, and Volvo. It includes
findings from 100 interviews conducted with CEOs, marketing
managers, sales managers and sales people, from manufacturer level
to small rural dealers, as well as industry experts, policy makers,
free-stranding repair shops and professional organizations. Auto
Brand is essential reading for marketing managers, sales managers,
CEOs, development managers and dealers in all types of companies in
the car industry including: manufacturers, national sales
companies/importers, dealers, finance companies, insurance
companies, free-standing repair shop channels and more. It is the
first book to specifically address how to deal with the challenges
facing the automotive industry and illustrates how companies can
take advantage of new technologies, adapt to emerging trends in
consumer behaviour, improve profitability and build even more
successful brands in the future.
General
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