automotive

peugeot

With Peugeot now selling cars online, how is retail influencing automotive?

There was a time around 2006 when a slow news day might have seen stories about outrageous eBay purchases, such as Roman Abramovich and his $85m online purchase of a ‘Gigayacht’.

The thought of such big numbers and such large items exchanging hands over the internet was astonishing to some people who did not yet trust the internet enough to buy a washing machine online, let alone a super yacht.

We take a spin through Clarkson, May & Hammond’s DriveTribe network

My father had a birthday last week and received an Amazon Fire Stick.

That means he is currently raving about The Grand Tour, like every other father, as detailed by a humorous article on The Daily Mash (Men stay up all night to watch twat drive car).

What you might not know is that Clarkson, Hammond and May recently set up their own online community called DriveTribe, receiving millions in funding from 21st Century Fox, private equity firms and investors.

Oooh, cars! We review the new Lamborghini website

Lamborghini launched a new website at the beginning of September.

We can be pretty sure the product photography will be good – that’s the supercar stock in trade – but is the rest of the website any good?

Here, I examine what works, what doesn’t, and what’s up for debate.

Social media and crisis management: a Volkswagen case study

The emissions scandal engulfing Volkswagen raises many important questions.

While I can’t claim “how does Volkswagen deal with this on social media?” is the most pressing of them, I thought it would be worthwhile having a look at the company’s reaction on Twitter and Facebook to see if there’s a protocol for crisis management on social media.

Hyundai opens digital car showroom

Hyundai has opened what it calls the UK’s first digital car showroom at Bluewater in Kent today. 

Apparently, 40% of Britons are more likely to buy a car if they can avoid speaking to a sales person in the process, so this initiative aims to take them out of the equation. 

What is significant here is that customers can test drive a car, arrange finance and trade ins and buy all from the showroom. 

How can automotive brands use digital to appeal to car buyers?

With automotive purchase journeys increasingly taking place online, manufacturers and dealerships have a reason to place greater focus on digital channels to pick up customers in the early phases of their research.

An AutoTrader.com study from last year found that new and used buyers spend 75% of their car research time online, while Google stats suggest that these customers take an average of 2.7 months to decide on a purchase.

This presents a challenge for automotive marketers to grab the attention of these researchers and eventually move them offline for a test drive or a visit to a local dealership.

There’s also the challenge of measuring online marketing efforts when customers use so many channels, as tracking leads from website to dealership isn’t always simple.

In this article, I’ll look at the purchase journey, some examples of automotive brands online, and that tricky transition from web to dealership. 

Six great automotive content marketing campaigns

Here’s a selection of content marketing endeavours by some car brands.

I’m not sure I’ve ever been able to properly define content marketing and indeed my selections may stray between native advertising, brand advertising and bona fide content that feels rather more ‘agnostic’.

However, what’s certain is that all the content I’ve picked does more than simple advertorial.

For some more content on automotive check out my German and Japanese big three reviews.

Automotive online: the German big three at a glance

I’ve looked at Japanese automotive brands online, now it’s time to take on Germany.

I thought I’d take a spin through the UK websites of the German big three automotive companies. What do BMW, Audi and Mercedes’ websites handle like for first timers?

Well, they might be known as the big three, but much like the Japanese roundup, there’s a clear loser.

For some detail on automotive and social media, check out these posts.