Tesla pivots to ‘autonomous future’ as revenue dips
Emily ManockThe Elon Musk-owned electric car brand is shifting focus to self-driving vehicles, AI and robotics as automotive sales fall.
‘Core human emotion’: How Volkswagen used fan stories to drive consideration
Emily ManockThe car marque’s ‘YourWagen’ brand platform has enabled VW to better connect with audiences, and been recognised by Kantar as one of the most creatively effective campaigns of the year.
Challenger EV brands driving awareness ‘far faster than expected’, data shows
Emily ManockNew data from YouGov reveals Polestar and BYD have the highest brand awareness among UK consumers across challenger EV brands.
‘Nourish the brand’: How car marque Geely plans to drive long-term success in the UK
Emily ManockAs the Chinese EV brand launches in Britain, its CMO suggests the UK car market is now “very receptive” to new players.
Tesla reports steep profit decline despite record revenues for third quarter
Emily ManockThe Elon Musk-owned EV brand posted a 12% revenue increase since last year but saw a sharp fall in profit.
How Audi UK goes against category conventions to avoid the auto industry’s ‘biggest dangers’
Emily ManockAudi’s UK marketing boss says its four-decade partnership with agency BBH has allowed the car marque to “be bolder than most brands would dare”.
BYD on why TikTok is now a ‘permanent part’ of its always-on strategy
Emily ManockChinese EV brand BYD has upped its use of TikTok as it looks to better connect with UK car buyers, taking it from a platform it had to “defend” to key stakeholders to something it would be “questioned for not doing”.
‘It’s not about being woke’: Mercedes-Benz’s CMO on inclusivity driving business growth
Niamh CarrollMercedes-Benz ensures people from diverse backgrounds can see themselves in its advertising, not because it’s “trendy”, but because it drives business growth, says its US CMO.
Hankook shuns ‘traditional’ tyre advertising to drive awareness
Emily ManockThe brand’s European marketing lead believes by making tyre advertising more “cool” and “digestible” it will help Hankook cut through the cluttered market.
Skoda switches from product to customer focus as it looks to convert people to EVs
Emily ManockSkoda is looking to tap into “how customers feel” to establish itself as a credible EV player, so when people are ready to make the switch, it will be front of mind.
Mercedes-Benz CMO on luxury brands earning their ‘intangible premium’
Niamh CarrollMaintaining Mercedes-Benz’s premium price positioning is a crucial part of building the brand for the future, as well as selling cars today, says its US CMO.
‘Corporate to human’: Why Avis wants to stop ‘mirroring’ US marketing in EMEA
Grace GollaschCar rental company Avis is on a mission to move away from its corporate messaging, used by its US counterpart to a strategy that aims to “tell more human stories”.
‘A strategic partnership’: Motorway’s CMO and CFO on the value of transparency
Josh StephensonInvolving finance in its latest brand campaign as early as possible was key for making sure the benefits were understood by the entire business.
Elon Musk slams ‘paid’ protests tarnishing Tesla brand image as profits slide
Jasper BaumannAs Musk alleges “paid” protestors are opposing his work with DOGE, Tesla’s CFO recognises “unwanted hostility” is harming the brand.
Volvo’s marketing boss on why a lack of sector experience should never be a ‘hurdle’
Jasper BaumannWith stints at Yahoo, Electronic Arts and The Lego Group, Louise French now heads up European marketing at Volvo Cars and says the variety of experiences she’s had has given her the “toolbox” she needs to “adapt and flourish” no matter the sector.