The way automotive brands are responding to the rapid adoption of EV shows that we’re at a crossroads of technological advancement and consumer expectations – we care about how the cars we buy fit into our lives, not how fast they can get us from point A to point B. And we want to engage with the brands behind them on our own terms.
Although the smart brands know that it’s not enough to shout about speed and performance anymore, far too many spots continue to intrude on our time with the yawn-inducing sight of gleaming cars charging through rugged landscapes. And they are everywhere – on our screens, on billboards and in print.
This collection of work looks past the clutter to show a mix of highly crafted recent work and older examples from the last ten years that indicates a trend in the making.
Along with a look at where brands are connecting with their customers these days, we’ve spotlighted a few trends – most of which interconnect with each other, of course. They are Heritage, Lifestyle, Electric, Technology and Experiences.
Above all, we want to inspire you, make you laugh – and maybe a little bit jealous – of some of the most creative automotive communications in the world.
HERITAGE BRANDS: Remember us?
The car brands we grew up with have risked facing irrelevance over the last couple of decades, as more innovative challengers with sexier consumer appeal and better technology have come onto the scene.
These next gen car brands have made many of the old guard seem out of touch and irrelevant to the Millennial and growing Gen Z car buyer market.
With some of these heritage brands over 100 years old by now, they have something that the new generation can’t match – relationships. Over the last few years, a few automakers have reminded us of the important roles these brands have played in our lives, like those below.
LIFESTYLE
Sorry Boomers and Gen X, the growth of the auto industry lies with Millennials and Gen Z, according to some reports, and car brands are paying close attention.
Not only do they embrace technology, they are more interested in how a car will fit their lifestyle. This has led to a series of campaigns that want you to know what the brand stands for and how it fits into your life, not the other way around.
ELECTRIC
Quite possibly the most famous automotive brand in the world right now doesn’t pay for any advertising.
Why would you when a single tweet from your company’s founder can reach 74 million people and will be dissected by the world’s media? Tesla has represented the cutting edge of electric vehicles (EV) in the minds of consumers for years but there’s only so much longer that it can hold that ground. Heritage brands are catching up and new challenger brands are appearing that are transforming the market for good.
TECHNOLOGY
The average driver wants their car to get them from A to B as quickly and efficiently as possible. Who cares about the detail?
But when the detail is the main point of difference between car models and has cost potentially millions in R&D to develop, it means a whole lot to automakers. How better to communicate sophisticated technology than through drama and humor? Some of the most memorable ads of the last ten years have informed us about car navigation, precision steering and body control. And we’re still watching them.
EXPERIENCES
Surely the best advertisement for a car is to drive it?
Whether it’s unexpected brand collaborations, turning cars into games controllers or even making great use of wifi network copy, there are more opportunities than ever to convince customers to give up their precious time and try out the latest model.
