Automotive Marketing

Honda, in partnership with multicultural agency Orci, shared how it reinvented its music platform, Honda Stage, to authentically connect with gen Z. Rather than interrupting audiences, the brand focused on amplifying emerging musical talent — resulting in measurable engagement gains and renewed cultural relevance.

Kia's "Outdoor Legends" campaign transformed the digital League of Legends gaming experience into a real-world tournament powered by the electric Kia EV6 in a forest setting. Learn how Kia successfully built brand familiarity and preference among the notoriously hard-to-impress gen Z gaming community in the Netherlands.

The contribution by the advertising community to the near-sorcerous appeal of cars makes it appropriate for us to reflect on some of the exceptional work that marketers have undertaken in this vein as we observe the National Day of Motoring on July 24th. Toward this end, consider the campaigns summarized below, with full descriptions available through the embedded links.

Toyota created an anime series featuring its GR racing series to connect with Asian American youthToyota used AI to send personalized marketing messages to create brand loyalty and consumer retention.

Clear Channel’s David Howe calls for automotive brands to return to the essentials of creating powerful ad campaigns that can win over hesitant consumers, and offers five ways to do so.

Using a wealth of compelling data, Inspira Marketing lays out the case for why social media is no longer simply a brand awareness driver, it’s a powerful sales tool, even with big ticket items like automobiles.

The iconic Cadillac brand has a rich and storied history as a mark of excellence, and over the years has become a symbol of achievement and success in the Black community. To drive brand and cultural relevance with this community, the brand wanted to create an audio campaign that enabled Cadillac to celebrate the important milestone of hip-hop’s 50th anniversary.

The jaguar we once knew has officially been muffled. In the name of modernism, brands are scrapping the distinctive assets that once made consumers fall in love, replacing them with drab, minimalist fonts and soulless designs. Jaguar’s new logo is the latest casualty — a rebrand with aspirations but no clear link to its roots.

Kelly MacDonald, who took charge as CEO of Maserati North America in late 2023 after serving as CMO of the company for a short time, is bucking convention.

To help send off its popular R8 model, Audi allowed fans to serve as the directors of a farewell film for the car by voting on various creative elements via Instagram Stories.

Mike Tripp, group VP of Toyota Marketing at Toyota Motor North America, says it's a challenge to educate consumers on the various types of cars that are designed to reduce carbon emissions and to tell a compelling story to discerning buyers.

Buick shared its always-on approach to celebrity and social influencer marketing.

The ways consumers research, choose, and purchase vehicles continue to evolve and shift dramatically. Today, 95 percent of vehicle buyers use online channels as a source of information. In fact, twice as many start their research online versus visiting a dealer.