Automotive

How Famous Car Brands Market Their Products

Posted by on May 2, 2016 in Automotive, Branding | Comments Off on How Famous Car Brands Market Their Products

How Famous Car Brands Market Their Products

How Famous Car Brands Market Their Products

Since 1886, automobiles have been evolving side by side with humans. Cars have the ability to change (whether for the better or for worse) and impact how people live, communicate, and run their communities. As the human population grows, car assembly lines pump up the process to catch up with the demand. Thanks to the speed of technology, the transportation culture continues to evolve and will never been the same.

how famous car brands market their products

The dynamic changes throughout history have created a seemingly harmless concern. Which car in the market is the best one to buy? Is it the one that consumes less fuel? Should the add-on features be one of the deciding factors in the purchase? Is the overall engine performance the only consideration in giving in to the call of the engine?

Competitor after competitor, car companies have learned to deal with the erratic demand for their precious product. They have learned to dance with the economy’s S-curve and take the best step to keep the business running. In spite of being a relatively more expensive product as compared to other necessities, cars bring the exquisite combination of luxury and function in one metallic package.

To justify the continuous and unending demand (and eventual purchase) of automobiles, car companies spend a significant sum of money to market their prime items. Each car sold includes a vibrantly crafted smidgen of advertising embedded in every panel, screw, and weld in the vehicle. It is as if the trade off for the price is to prepare the owner to a cash for cars deal with the local the junkyard.

a teal car on a green screen background

Whatever value a buyer could see in a car, the big companies have to match this value. They then have to promote the car, and connect it persuasively to the buying public. If executed well, a single sale can snowball into a financial foundation for massive spearheads in the automotive industry. These brands’ creative abilities in their marketing strategies cannot be denied.

How do the world leaders in car production connect to the billions of potential drivers of their products? Run like a steed, and move side by side with the leading car manufacturers to learn how famous car brands market their products.

General Motors

General Motors, also known as General Motors Corporation, is gradually making a comeback from the previous years when it almost had to tap out from the automobile industry. 2014 was big year for GMC when its sales rose 2 percent from the previous year. Thanks to a consistent increase in demand from North America, GMC and its other brand cohorts are set to create a higher rate of increase in their sales.

a general motors corporation photo with popular cars in a half-circle lineup

The Industry Drive

2009 was a tough year for GMC overall. That year showcased the almost-fall of a long-standing car company when the market saw a different trend in the automobile industry and turned their backs from GMC. In spite of the industrial hurdle, they were able to stand back up and create a historic recovery.

After GM filed for bankruptcy, they eventually got back into action after they let the U.S and Canada assist them in steering the company’s wheel back on track. This put them in the right gear and prepared them to continue on serving the billions of people wanting their trucks and other high-grade vehicles.

Though there may still be market loopholes in the international scene, General Motors still retained the recognition as one of the leading automobile companies in the world. Just like other mobile moguls, they still have some hurdles to jump over since the competition is still at a high level. It’s still a plus that they hold America’s well-known car brands such as Chevrolet, Pontiac, Buick, Cadillac, and Saturn under their belt.

The Marketing Connection

General Motor’s brand boasts of its cars’ precision technology and high-end, sleek finish. This is evident in the well-structured exterior and luxurious interior in all of their products. Cranking the hood open, the car exudes a system that matches the demands of every professional in need of a competitively performing mechanism.

a grid displaying where the baseball is to be thrown in a professional baseball game

The message GM relays in its marketing endeavours is clear. They are the company to go to when the driver wants a worry-free experience on the road. Just like a CEO – When plans are crystal clear, the execution is undeniably cut-throat and guaranteed. Similar to the feel in every marketing attack of the company. Every action is “done greatly.” Precision matters.

When the going gets tough, their vehicles are ready to adjust and take on the challenges of the real world. They are both ready and perfectly able to reinvent. 

Volkswagen

Volkswagen has a powerful sustainability that rocked the automobile industry in 2015. Neck and neck with the leader in global automakers, the German car manufacturer has an impressive sales run in one of the biggest international markets of vehicles – China. In spite of the dip in their performance in North America, they still retain a significant share in the industry.

The Industry Drive

Volkswagen Group has faced a rather widespread systemic issue with regard to the manufacturing of their vehicles. As one of the biggest European car manufacturers, Volkswagen is yet to keep their spot steady. The world-wide scandal that enveloped the industry is the software embedded in the vehicle that causes a variation in the reading of the vehicles’ emission tests.

a blue volkswagen jetta in front of a splashing beach with a mountainous background

By industry standards, if proven true, it is a big deal to manipulate the actual output of a vehicle. In this situation, the intricate process is directed in some of the diesel-engine cars they manufactured. According to the review, the elaborate system affects the result in determining whether the vehicle is indeed an eco-friendly product. Definitely, this issue may result into very expensive consequences.

With all this ruckus in recent years, Volkswagen is still in control of a rather expansive collection of car brands which includes: Bentley, Audi, Porsche, and even Lamborghini. The problems the company has been facing turned out to be a blessing in disguise. Luxury cars are eventually lined up to merge with VW. Furthermore, the demand for their commercial line of vehicles adds to the improving performance of the Germany-based automobile developer.

The Marketing Connection

Volkswagen plays with the innate desire of humans to sing, dance, and relate to the sound of music. Almost, if not all, advertisements of VW incorporates a catchy tune. Perhaps practically all industry advertisements keep a few background notes to keep their promotional clip alive. However, the German carmakers makes sure that their tunes have a powerful recall. They are willing to go the extra mile to utilize the existing association of the songs to the value they are proposing to the audience.

a guy test driving a volkswagen

The associative recall of these songs create a psychological trigger once the familiar vehicle comes an individual’s way. Add in the childhood game of all ages, generations, and cultures – the Play Punch Buggy, and the complete marketing package can seal a car purchase effortlessly. This strategy definitely plays with the natural phenomenon of linking the past and the present, creating a favorable future for the car company.

Toyota

Leading the pack of the top car manufacturers is Toyota Motors. The Japan-based car developers have been consistent with their annual sales performance, allowing them to bag the top rank among the favored vehicles. Though Yen creates negative implications to the world-wide sales of the company, their revenue margins surpass that of the other known car brands. This action proves their desire to establish an unrelenting grip in the global vehicle-market.

The Industry Drive

The impressive track record of the company was grounded by their consistent evolution to cater to the needs of a market segment. Since the decline in the world-wide car industry in 2008, they kept on adjusting and adapting to the fragile industry market by executing accurately targeted marketing strategies that create the demand for the best product and service in specific key areas. This perfect example of market adaptability led to their demographics and territorial expansion. Their results definitely match their vision to create a steady and consistent growth in sales in North America, Asia and Europe.

However, the challenges proved to be a bit too much for the company. Too much too fast turned out to be a source of substandard output. This eventually entailed drastic losses and unfortunate legal implications. At the end of the day, their numbers worked for them, and created a more stable foundation for the company as they hold onto the the top spot in the industry.

The Marketing Connection

Toyota’s marketing strategy embodies their adaptability and flexibility to the human needs. This is highly evident in the theme of their advertisements – human touch. It is the perfect message to let people know that Toyota is built by people who take care of people. Very relatable. Very cozy.

a new toyota ch-r showcased in silver on a black, lit background

An easy set-up to conveniently sway the buyers in their favor.

Human touch not only creates a kinesthetic value to the audience. They also tap onto the emotions of the consumers. Strong emotions create strong impulses. From comic relief and blissful ambience, to sexual tension and maddening scenarios, the psyche is sent to a roller coaster ride which stops at the doorsteps of a Toyota showroom.

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