Synopses & Reviews
The car -- once a dream purchase and a key status symbol -- has faced extensive challenges. Urbanization, pollution and scarce oil supplies raise concerns about the sustainability of an ever-increasing number of automobiles. Young consumers show a declining interest in cars and the percentage of people with a driving license is falling in the Western world. All these changes have led to a refocusing of the role of the car in society.
In Auto Brand, industry researcher and branding expert Dr. Anders Parment discusses how the leading car brands have survived the challenges of globalization, increasing safety requirements, scarce oil supplies, ever-growing competition, and environmental concerns - and thrived. Based on original research, Parment charts the shift from over 40 leading car makers in 1970 to the current 10. The book covers iconic brands such as BMW, the first automobile company to adopt a “modern” approach to branding in the 1990s, and also looks at likely future developments with newer brands such as Kia, Hyundai and brands that have refocused to attract young buyers, such as Mercedes-Benz and Peugeot. Case studies support analysis of the role of the brand in the success and failure of an automobile company. The book also includes data on what car buyers of different ages in metropolitan, intermediate city and rural areas expect and what in terms of products, marketing channels and marketing communications.
Review
"Dr. Anders Parment provides many interesting pieces of information about the car industry, the challenges it is facing and what car companies could do to work smarter, understand buyers better, and be better prepared for the future...Few people have such great insights into how the industry is working on a strategic as well as operational level. The book is easy to read and managers in car companies are recommended to read it. .. A must read for anybody involved in shaping the future of the car industry." Editorial Staff
Review
"If you are very or even mildly interested in automotive branding and marketing, you need to read this book." International Journal of Automotive Technology and Management
Review
"[A] fine history of the car industry's brands, how they evolved as they met challenges of globalization, and how they changed with growing regulations over safety and the environment. ...[A] reasoned study recommended for any collection strong in automobile history and culture." Christopher Sawyer - The Virtual Driver
Synopsis
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 and features: - Case studies on major car brands personally conducted by the author including: Audi, BMW, Holden, Mercedes-Benz, Opel, Porsche, Saab, Seat, Skoda, Vauxhall, Volkswagen, and Volvo - The findings from 100 interviews conducted with CEOs, marketing managers, sales managers, sales people, after sales managers at all levels from the manufacturer level to small rural dealers, as well as industry experts, policy makers, free-stranding repair shops and professional organizations - The results of a new international study on car buyer behaviour based on 4,700 survey answers 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. The first book to specifically address how to deal with the challenges facing the automotive industry it 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
About the Author
Dr. Anders Parment is a research fellow at Stockholm University as well as Senior Lecturer in Marketing, Branding and Marketing Communications. He is an established brand and business consultant in the automotive industry, with key customers include Audi, Citroën, Porsche, Saab, Seat, Volkswagen and Volvo, as well as major banks, consulting, insurance and finance companies, governments, authorities, and professional organizations.
Table of Contents
Preface
Introduction
01 The car - fashion item or out of fashion?
How the car lost its advantage - emotional and functional rationales
Changes in societal values and the role of the car
The emergence of branded society
Aestheticization
Aestheticization of marketing channels: an extension of car makers corporate identity programmes
Generational differences and the paradox of car image
02 Competition, market structure and global challenges
Herd behaviour: car makers apply similar strategies
Being proactive - a sign of competitive and sustainable strategies
Marketing intelligence and driving markets
Transparency
Business overlap - competition gets tougher
Balancing traditional and emerging countries
03 Marketing channels
Dealers will be necessary for the foreseeable future
Tensions between car makers, their national sales companies and dealers
Dealer control and channel power balance
Manufacturer-owned or franchised dealers?
Solus, dual or multi-franchising?
Competition from unauthorized actors
Model range expansion and complexity
Push and pull: a key indicator of industry health?
04 Car buyer behaviour
Buyers being less loyal - driving forces and effects
The shifting power balance between companies and buyers
Car buyer preferences
Country differences
05 Car cultures
The car as a cultural expression - a global phenomenon
History of car culture
The car and other means of transport
Differences across countries
06 Automobile brands
Auto brands are very valuable
The foundation of strong brands
Strong and weak auto brands
Weak brands - characteristics and implications
Stuck in the middle - brands with premium aspirations
How to deal with weak auto brands
Brands with a broader purpose give brand extension opportunities
BMW
Mercedes-Benz
The Volkswagen Group
Porsche
General Motors
Volvo
Jaguar and Range Rover
Hyundai and Kia
Ford
Premium aspiration brands - a difficult position
The future of premium brands
Where has Mondeo Man gone? Premium brands going mass market
Beyond premium brands? Emerging values and consumer attitudes
The auto brand portfolio
07 Sustainable business models
Sustainability - an absolute requirement in the future
Avoid focusing too much on customer satisfaction
Successful marketing communications
One-stop shopping - a competitive advantage in transparent markets?
Small-scale or large-scale advantages
Successful dealer business models
The car industry: a great place to work?
Translating good ideas into action: a difficult path
08 The car in the future
Mobility in the future: sustainable and individual mobility
The self-driving car
Alternative fuels
Future purchase criteria - the broader picture
References
Index