There are many Electric Vehicles that went on to revolutionise the automotive industry. However, for every success story, there are examples of ambitious EV projects that never reached their full potential, or in some cases never even made it to market.

We’ve already looked at the ‘Vintage EVs That Time Forgot’, so let’s jump ahead to the present day and explore some of the EV projects in recent history that either proved to be complete failures or never even made it to market at all.

 

The Electric Ford Focus

The Electric Ford Focus was introduced in 2011 and initially generated a lot of excitement. Ford is one of the automotive industry giants, and the Focus is one of the most popular cars of all time – so the electric variant was guaranteed to be a massive success, right? The Focus EV was Ford’s answer to the Nissan Leaf, with a 23kWh battery that was later upgraded to a 33kWh. The Focus EV was launched in the US in 2011 and arrived in the UK two years later in 2013, looking almost exactly the same as a regular Focus. The EV Focus remained on sale in Europe until 2017 with incredibly low sales numbers, in 2016 only 61 were sold in total. Whilst a total of 24 were registered in the UK, they were all in Ford dealerships and no one actually bought one.

So, why did it fail? Mainly due to it costing substantially more than any of its rivals at the launch price of £28,500, not bad value for a similar-sized EV these days but back in 2013/2014 you could get a Nissan Leaf for around £16,000. You also didn’t get much for the additional cost, the Focus EV had a realistic range of around 76 miles, compared to 84 miles for the Leaf.

 

The Lightning GT

The Lightning GT was one of the first completely electric sports cars to show off the capabilities and design strengths of EVs compared to traditional ICE cars. The Lightning Car Company, a London-based maker, had been working on the Lightning GT for years, with the official unveiling taking place at the 2008 British International Motor Show. It was an instant hit with performance specifications that even compared well to the EVs of today with years of technological advancements, it would reach a top speed of 185mph, a 0-60mph time of less than four seconds and a range of 200 miles.

However, due to unforeseen circumstances, the car never made it to production and only 2 exist today with 1 of them living in the British Motor Museum. We don’t like calling it a failure as had it gone on sale it was almost guaranteed to sell impressive numbers. There were reports that the Lightning Car Company didn’t raise enough investment to make the project a reality.

 

Apple’s ‘Project Titan’

The Apple EV project has been highly anticipated for the last decade or so, with reports suggesting that work on the car started in 2014 under the codename ‘Project Titan’. There were reportedly more than 1,000 automotive experts and engineers developing an electric vehicle with self-driving capabilities at a secret location near the company’s Cupertino headquarters.

In June 2017, Apple CEO Tim Cook seemingly confirmed the rumours by speaking publicly about Apple’s work on autonomous driving software:

“We’re focusing on autonomous systems. It’s a core technology that we view as very important. We sort of see it as the mother of all AI projects. It’s probably one of the most difficult AI projects actually to work on.”

In February 2024, reports suggested that Apple had officially pulled the plug and will be abandoning the most ambitious project in the company’s history. It is rumoured that Apple notified the 2,000 employees working on the project that many of the employees will be shifted to the artificial intelligence division and will focus on generative AI projects.

Apple has yet to make any official announcement so the future of ‘Project Titan’ is still unknown. We have also never seen anything official from Apple about the vehicle, so any images you see online (like the one above) are purely concepts, we hope that Apple takes a page from Dyson’s book and shows the world what could have been – more on that below!

The Dyson EV

Back in 2017, Dyson also announced that it had been secretly working on a “radical and different” electric car and that they were aiming for a launch in 2020. In October 2019, two years and half a billion pounds later, Dyson released this update that announced they were cancelling all work on the project.

Unlike Apple, Dyson has been much less secretive about their EV project, even dedicating a section of their website to it here. Their vehicle was to be unique using only their own manufactured parts. They designed a platform that allowed other body styles in the future to sit on it, the first body style was going to be an SUV that was exactly 5 metres long with massive 24-inch wheels. The interior was unique, the seats were very different to traditional seats and 100% of the controls were located on the steering wheel.

In the end, the project became too expensive and Dyson realised that the car was no longer going to be commercially viable. Part of the problem, according to Sir James Dyson, was that existing car makers could sell electric cars at a loss and offset it with their profits from selling traditional cars, effectively pricing the Dyson car out of the market.

 

Did You Find This Article Interesting?

If you found this article interesting, you might be interested in reading about the ‘Vintage EVs That Time Forgot’!

 

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At WDA Automotive, digital marketing is our expertise, relieving you of that burden. We understand the dynamics, so you don’t have to. If you need support, reach out to us through our online contact form or call us at 01332 372728.

 

 

The “Put a Tiger in Your Tank” campaign was an iconic advertising slogan used by Esso (now owned by ExxonMobil) in the 1960s. The campaign featured a series of commercials and print advertisements depicting a tiger symbolising energy, power, and performance, with the message that using Esso fuel would provide consumers with added power and performance for their vehicles.

 

 

The campaign was highly successful and became one of the most memorable advertising campaigns of its time. The imagery of the tiger became strongly associated with Esso, and the slogan entered popular culture as a symbol of energy and vitality. While the campaign itself may not be actively running today, it remains a classic example of effective marketing and branding, and the slogan is still recognised by many people even decades later.

Television Commercials

The TV commercials typically feature a combination of live-action footage and animation. They often showed ordinary people experiencing a boost of energy and power after using Esso fuel, symbolised by the appearance of a tiger. These commercials emphasised the idea that using Esso fuel would make your car run more efficiently and powerfully.

Print Advertisements

The print advertisements for the campaign featured bold visuals of tigers alongside the slogan “Put a Tiger in Your Tank.” These ads appeared in newspapers, magazines, and billboards, reinforcing the message of increased power and performance associated with using Esso fuel.

Promotional Materials

Esso also distributed various promotional materials featuring the tiger mascot and the campaign slogan. These materials could include stickers, posters, and other merchandise designed to further promote the campaign and the brand.

Tango The Tiger

Britain’s oldest tiger, who featured in the iconic Esso fuel adverts, passed away at the age of 22 in 2016. Tango was made famous when he was one of seven tigers featured in Esso’s ‘put a tiger in your tank’ adverts in the 1990s.

Did you know? The Exxon Mobil Corporation was instrumental in establishing the Save The Tiger Fund in 1995. Today, Exxon Mobil Corporation contributes $1 million a year to help conserve Asia’s remaining wild tigers.

 

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If you found this article interesting, you might want to read our ‘The Strongest Automotive Brand Identities‘ article!

In the fast-paced automotive industry, the strength of a brand’s identity can make all the difference. From pure-electric to luxury and comfort, to adrenaline-pumping supercars – each giant in the industry has carefully crafted their identity. Every car manufacturer is working hard to appeal to different target demographics, so how do their brand identities differ as a result? Find out more by clicking here!

 

WDA Are Here To Help!

At WDA Automotive, digital marketing is our expertise, relieving you of that burden. We understand the dynamics, so you don’t have to. If you need support, reach out to us through our online contact form or call us at 01332 372728.

In the fast-paced automotive industry, the strength of a brand’s identity can make all the difference. From pure-electric to luxury and comfort, to adrenaline-pumping supercars – each giant in the industry has carefully crafted their identity.

In this blog, we will explore some of the strongest brand identities and dissect their positioning, learn about the stories behind their logos and uncover the road map laid out for their image. Every car manufacturer is working hard to appeal to different target demographics, so how do their brand identities differ as a result?

 

Electric Vehicle Manufacturers

Electric Vehicle’s (EVs) are rewriting the rules in the automotive world. Whilst the reliance on Internal Combustion Engines (ICE) is getting smaller and smaller, EV manufacturers are leading the charge in sustainability and cutting-edge technology with their vehicles. A focus on zero-emissions and advanced electric technology sets them apart – until the 2035 ban on ICE vehicles comes into play at least. Let’s take a look at the unique brand positioning of some of the biggest EV manufacturers.

 

Tesla

We will start with the obvious example, Tesla. They are the giants in the EV world. Tesla’s mission to “accelerate the world’s transition to sustainable energy” is always front and centre and aligns with its overall goal of a zero-emissions future. Tesla’s branding targets the environmentally conscious, those who choose a Tesla feel like they are contributing to a green, sustainable future.

Tesla has a massive advantage due to Elon Musk being the CEO, at the time of writing this article, he has 172.5 million X followers who he makes sure are always kept up-to-date with his thoughts, opinions and replies – often related to Tesla. Such openness shows approachability and authenticity.

Tesla’s branding strategy is a unique one, up until last year they famously spent nothing on advertising with Elon preferring to let the product speak for itself and live or die naturally. However, in a much-publicised U-turn in 2023, Elon announced that Tesla would try a little advertising and see how it goes. This started with a relatively small foray into Google Ads.

Looking at the overall brand at face value, it’s clean, modern and edgy – making it very attractive to a younger demographic. The logo itself stays on brand with a nod to the cross-section of an electric motor, a crucial aspect of their products. The brand as a whole has a futuristic feel to it, serving as a reminder of their focus on building a better tomorrow.

 

Polestar

Polestar has only been a brand in its own right since 2017, but since then has become a well-known name. Branching off from Volvo, their parent company, has allowed Polestar to express its sleek, minimalist and modern personality. Polestar is growing rapidly in the EV market due to their strong brand and innovative cars, their biggest challenge however, will be whether they can stand out next to Tesla and the other manufacturers that are now directing their focus towards Electric.

The name Polestar has a meaning in itself. In Swedish, the North Star is referred to as Polstjärnan with the literal translation meaning “Pole Star”. The North Star is a symbol of guidance and a fitting metaphor for the company that acts as the forerunner for the Volvo Car Group.

Polestar follows three design principles for all of its products:

  • Pure; product minimalism
  • Progressive; scientific innovation
  • Performance; uncompromised and athletic

There is a pure minimalism in the typography and colour scheme. The progressive and scientific outlook is evident in the attitude towards everything from architecture to the precision in the star symbol. The uncompromised performance is not only related to how the cars behave but is also visible in the attention to detail and determination to constantly deliver something new and better.

 

Supercar Manufacturers

In the realm of Supercars, the sights are set on automotive supremacy. It is well known that Supercars come with a hefty price tag, so the brand identities generally cater to the wealthy and promote the idea of exclusivity. Unlike the mainstream or EV manufacturers, Supercar Manufacturers distinguish themselves through top-notch performance, precision and head-turning designs. Let’s take a look at a couple of examples.

 

Ferrari

Ferrari has a brand identity that stands out as the perfect example of how a supercar manufacturer can differentiate themselves. Ferrari prides itself on being the pinnacle of automotive excellence, defining their brand as ‘Italian excellence that makes the world dream’.

Many car brands incorporate animals into their logos, Jaguar and Peugeot for example, but none are as iconic as Ferrari’s prancing horse. The Ferrari logo is a powerful symbol with deep roots in the company’s history and values. Derived from the personal emblem of World War I pilot Francesco Baracca, the prancing horse is a symbol that represents power, speed, an unwavering spirit and elegance – the core roots of the Ferrari brand.

Two colours are well associated with the Ferrari brand, “Giallo Modena” yellow and “Rosso Corsa” red. Giallo Modena is most notably used in the background of the Ferrari logo. It is a tribute to the city of Modena in Italy, where Ferrari was founded. Rosso Corsa is a vibrant red colour that symbolises Ferrari’s racing heritage. Adopted from Italy’s national racing colour, this bold and energetic red contributes to the brand’s distinctive identity

Ferrari is also not afraid to capitalise on its popularity, often stepping out of their comfort zone and trying things that other car brands could only dream of. Ferrari World is the perfect example – with the help of Aldar Properties, the first Ferrari Theme Park was opened in Abu Dhabi on November 4th 2010. Located on Yas Island, Ferrari World is the largest indoor theme park in the world with a 200,000 square-metre roof. It also holds the record for the fastest roller coaster in the world, the Formula Rosso. Overall, Ferrari World is one massive advertisement and serves as a reminder of how strong Ferrari’s brand has become.

 

Lamborghini

Lamborghini is another strong example of a supercar manufacturer that does an excellent job of differentiating their brand. Like Ferrari, Lamborghini focuses on exclusivity with their products, making only limited numbers of high-performance cars to create a sense of prestige. Their bold and futuristic designs, coupled with cutting-edge technology, prioritise an exhilarating driving experience.

Lamborghini’s logo and colours are reflective of the brand’s personality. The logo features a charging bull representing power, strength, and a fighting spirit. Known as the “Raging Bull”, it pays homage to Lamborghini’s founder, Ferruccio Lamborghini. The raging bull aligns with the brand’s commitment to powerful and robust vehicles. As for the colours, Lamborghini’s iconic yellow and black palette signifies energy and pure power. Yellow in particular, is bold and attention-grabbing, reflecting the brand’s vibrant personality and catching the eye of those who crave excitement and luxury on the road.

Whilst the Ferrari and Lamborghini brand identities are very similar, they differ significantly in one important aspect. Ferrari focuses on its rich racing heritage and sophistication, whilst Lamborghini focuses on strength and a fighting spirit. Ferrari and Lamborghini do showcase distinct characteristics, but the prioritisation of high performance and exclusivity is present in both brand identities.

 

Luxury & Comfort Manufacturers

In the world of luxury automobiles, manufacturers create a unique brand identity focused on sophistication and a refined driving experience. Unlike Supercars or EVs, these brands prioritise comfort and elegance over high-performance or eco-conscious features. They aim to cater to those who seek more than just transportation – they want a blend of luxury, advanced technology, and a superior driving experience. Let’s take a look at a couple of examples.

 

Mercedes-Benz

When it comes to luxury and comfort, Mercedes stands out – a brand renowned for sophistication and cutting-edge technology. The brand places a strong emphasis on technological innovation, consistently introducing advanced features and cutting-edge driving assistance systems. This focus on innovation sets Mercedes apart by often being the first to adopt the latest technology into their cars. The design language of a Mercedes vehicle is synonymous with elegance and timeless style. The iconic three-pointed star emblem evokes a sense of prestige, and the sleek lines of their cars reflect a commitment to excellence.

Mercedes goes beyond the standard driving experience. High-quality materials, attention to detail in craftsmanship, and an emphasis on comfort define the interior of Mercedes vehicles. High-end car brands, such as Mercedes, Rolls-Royce and Jaguar used to share a common feature, Hood Ornament’s. Once upon a time, Hood Ornaments were a symbol synonymous with only the most luxurious car brands. You will notice, however, that most of these car brands have since stopped featuring hood ornaments on their cars, this is due to safety concerns for other road users, particularly pedestrians.

 

Rolls-Royce

Rolls-Royce is widely regarded as the most luxurious car brand in the world. Their brand identity is built on exclusivity, craftsmanship, and an unwavering commitment to luxury. The brand’s limited production runs and attention to detail underscore the exclusivity of each vehicle, creating a sense of rarity and prestige.

Craftsmanship is a hallmark of the Rolls-Royce’s brand identity. Each vehicle is a masterpiece, when you buy a Rolls-Royce you are buying a piece of art. From the prestigious interior to the iconic Spirit of Ecstasy ornament gracing the hood, every vehicle embodies a level of craftsmanship that goes above and beyond.

The Rolls-Royce’s brand identity is heavily linked to its historical legacy. The brand draws upon a rich heritage that spans over a century, evoking a sense of timeless elegance. The iconic “Spirit of Ecstasy” emblem, represents the spirit of forward motion, showcasing the brand’s commitment to a graceful and luxurious journey. Rolls-Royce is also one of the only car brands that still feature Hood-Ornaments on their vehicles, the Spirit of Ecstasy is too iconic to simply remove so the brand responded to the new safety concerns by introducing a new feature in the case of an accident where the ornament will simply retract inside the bonnet, Rolls-Royce also like to call this an ‘anti-theft’ feature as the iconic ornament is often a target for thieves. 

Overall, Rolls-Royce’s brand identity is a unique one due to its focus on exclusivity, craftsmanship, unparalleled luxury, and a historical legacy that elevates each vehicle to the status of a bespoke piece of art.

 

Is Your Brand Due An Update?

Remember that your brand serves to connect and engage with your target audience. If you are concerned that your brand identity is starting to become outdated or lose relevance with your audience, then it may be due an update. If you need advice, give us a call today at 01332 372728 or send us a message here.

 

Did You Enjoy This Article?

If you enjoyed this article, you should check out our ‘Ultimate Guide To Developing An Automotive Brand‘ article.

There any many automotive brands keen to become the biggest and most powerful. However, you first need to be aware of what a brand identity is, what is involved in making the perfect brand and why it is crucial to have a well-thought-out, long-term strategy that allows your brand to grow stronger over time.

 

WDA Are Here To Help!

At WDA Automotive, digital marketing is our expertise, relieving you of that burden. We understand the dynamics, so you don’t have to. If you need support, reach out to us through our online contact form or call us at 01332 372728.

Brand naming is a critical part of any Automotive Brand Strategy. Here we take a look at some of the world’s most famous car manufacturers and discover the story behind their brand names.

Alfa Romeo – The company was originally known as ALFA, an acronym for Anonima Lombarda Fabbrica Automobili until Nicola Romeo bought ALFA in 1915 when his surname was added.

Aston Martin – Is taken from the surname of co-founder Lionel Martin and “Aston Hill” which was a famous local hillclimb.

Audi – Is the Latin translation of the German founder’s surname name August “Horch” (“Hark” in English).

BMWBayerische Motoren Werke (Bavarian Motor Works).

Cadillac – Was named after 18th-century French explorer Antoine Laumet de La Mothe, sieur de Cadillac, founder of Detroit, Michigan and a small town in the South of France.

Chevrolet – Yet another ‘origin’ name – this time honouring co-founder Louis Chevrolet, a Swiss-born racing driver.

Chrysler – Named after the company founder, Walter Chrysler.

Citroën – Named after French entrepreneur André-Gustave Citroën. Citroën was the son of Dutch Jewish diamond merchant Levie Citroën and Mazra Kleinmann.

Daewoo – This is a Korean word which roughly translates to “great house” or “great universe”.

Datsun – first called DAT, from the initials of its backers Den, Aoyama and Takeuchi. Later changed to DATSON to imply a smaller version of their original car, then again to DATSUN after being acquired by Nissan.

Ferrari – Famously named after its founder, Enzo Ferrari.

Fiat – Is an acronym of Fabbrica Italiana Automobili Torino (Italian Automobile Factory of Turin).

Ford Motor Company – Named after founder Henry Ford, who pioneered mass production.

Honda – Taken from the name of its founder Soichiro Honda.

Hyundai – Represents “the present age” or “modernity” in Korean.

Land Rover – This was the name given by the Rover Company for a utilitarian 4WD off-roader, a far cry from today’s upmarket and luxury sport utility vehicles!

Mercedes – Named after Mercedes Jellinek, the daughter of Emil, who was one of the early Daimler distributors.

Nissan – Derived from the Company’s original name, Nippon Sangyo which means “Japan Industries.”

Porsche – Named after founder Ferdinand Porsche, an Austrian engineer. The name is thought to have originated from the Czech name “Boreš” (boresh).

Proton – A Malaysian manufacturer whose name is derived from Perusahaan Otomobil Nasional.

Renault – named after its founder Louis Renault.

Rolls-Royce – In 1884 Frederick Henry Royce launched an electrical and mechanical business, making his first car, a Royce, in 1904. He was introduced to Charles Stewart Rolls that same year. The duo entered a partnership in which Royce would manufacture cars to be sold exclusively by Rolls, under the Rolls-Royce name.

SaabSvenska Aeroplan aktiebolaget means Swedish Aeroplane Company; the last word is abbreviated as AB, hence Saab and Saab Automobile AB.

SEAT – This is an acronym of Sociedad Española de Automóviles de Turismo (Spanish Corporation of Touring Cars).

Subaru – This is the Japanese name for a star constellation known as the Pleiades or the Seven Sisters. This is the inspiration for the Subaru logo.

Tesla – Originally incorporated in 2003 by Martin Eberhard and Marc Tarpenning as Tesla Motors. The company’s name is a tribute to legendary inventor Nikola Tesla.

Toyota – Taken from the name of its founder, Sakichi Toyoda. Initially called Toyeda, it was changed following a contest for a better-sounding name!

Volkswagen – from the German for people’s car. Ferdinand Porsche originally wanted to produce a car that was affordable for the masses – the Kraft-durch-Freude-Wagen – which later became known as the Beetle.

Volvo – Originally a name for a ball bearing being developed by SKF, “Volvere” means “I roll” in Latin.

 

‘Origin names’ are the way to go then?

You may have noticed that many of these car brands are named after their founders (including some not on the list – i.e Maserati, Chevrolet, Lamborghini, Suzuki and Lancia). This is mainly down to their age – founder naming is an old tradition that goes back to the 19th Century and beyond. 

Conventional wisdom today holds that companies should not take their founders’ names as it harms resale value, although offsetting that is some research which suggests ROI may be higher for founder-named brands. That said, the founder is taking a risk. If the company fails, then their reputation could be ruined.

If you want to read more about automotive brand naming and discover how the professionals go about creating a new brand name (including the 7 types of brand names, including ‘Origin Names’) then check out this article.

 

Need help with your brand name?

Here at WDA Automotive, we help businesses across the automotive industry connect with their audience through a variety of different digital marketing strategies. Our understanding of the automotive industry and its consumers allows us to constantly deliver engaging and eye-catching content. WDA has successfully taken on a variety of branding projects for massive clients in the automotive industry such as Auto Fasteners, Koroyd, Scorpion, Black Mountain Bikes, Status Metrology, and many more. Take a look at our Case Studies here for more.

Whilst successful marketing should indeed revolve around a great idea, you still need to get your message out there. Remember that everything your audience sees online has the power to attract, engage them and move them through your sales funnel towards becoming one of your most loyal clients. From videography and photography to the written word and audio content, WDA’s in-house team of expert automotive content creators are here to make things happen for you. Get in touch with us today or give us a call at 01332 372 728 to learn more!

In the automotive industry standing out is becoming harder than ever. Many automotive companies are keen to become the biggest and most powerful brands around. To do this though you first need to be aware of what a brand identity actually is, what is involved in making the perfect brand for your business and why it is so crucial to have a well-thought-out, long-term strategy that allows your brand to grow stronger over time.

Continue reading The Ultimate Guide To Developing An Automotive Brand

Can you remember back in 1990 when we all had the new Ford advert positioning etched into our brains?

This was a clever move by Ford to mix marketing and music, drafting in pop royalty Sir Brian May. Even putting this article together, I’ve got “Everything we do is driven by you” spinning around my head.

Surprisingly though, Ford’s clever tactics were not enough for its positioning to get into my top 5. Getting it right with brand positioning takes a lot of consideration and research. Many well-known manufacturers have changed tactics over time to accurately reflect their customer demographic. Let’s take a look at my top 5:

  1. Vorsprung durch Technik
  2. The Ultimate Driving Machine
  3. The Power of Dreams
  4. There is no substitute 
  5. The Art of Performance

Vorsprung durch Technik

When Sir John Hegarty saw a faded poster on a factory wall in Ingolstadt 30 years ago, he didn’t realise he was looking at a statement that would transform the image of an entire country and become synonymous with Audi. Hegarty had no idea what it meant (‘progress through technology’), but once he’d been told, the idea stuck.

“This is the incidental nature of creativity, looking, watching, hearing stuff and it all goes in.”

Later, when they were looking for a statement to tie all the work together, the phrase resurfaced.

The Ultimate Driving Machine

As a brand, BMW has had some of the best positioning statements around. The “Ultimate Driving Machine” has become a classic.

BMW’s positioning is one of the oldest, too; they first coined the phrase in the 1970s as a way of targeting post-war baby boomers.

BMW’s Ultimate Driving Machine was introduced by former Executive Vice President of Global Sales and Marketing Bob Lutz, who teamed up with ad agency Ammirati and Puris to create their standpoint.

The Power of Dreams

This global positioning was adopted in 2001, derived from one of founder Soichiro Honda’s sayings: “One must keep on chasing one’s dreams.”

Honda believes in dreams – dreams that bring joy to people.

Driven by a challenging spirit, seeking to create new value that brings dreams to life, through ‘The Power of Dreams’ Honda continues to share joy with its customers and society.

There Is No Substitute

For decades, Porsche has told us “There Is No Substitute” for its cars.

Two generations have grown up with that mantra. The positioning is in the subconscious of every car enthusiast. If you say something enough times, people will believe it.   

The positioning is also extremely effective in framing their product in terms of a loss. “There is no substitute” evokes an emotion that we’re missing out if we don’t have one.

This positioning can be found at the end of the body copy on Porsche adverts.

The Art of Performance

The simple, yet incredibly perceptive snippet, positions Jaguar as being aesthetically and technologically superior in one short sentence.

In the early years, Jaguar founder Sir Williams Lyons came up with the slogan Grace, Space, Pace to describe the British car manufacturer’s luxury performance vehicles.

Effective brand positioning involves creating a defined image, identity, and perception of your brand in the minds of your audience. It involves identifying the unique characteristics and attributes of your offering and communicating them in a way that differentiates your brand and resonates with your target market. Read more on the blog here.

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If you are launching a new product to market and would benefit from WDA Automotive’s expertise, simply get in touch with us via our contact form.

As an automotive branding agency, WDA Automotive understand the critical role brand awareness plays in the success and longevity of a business. In the competitive automotive industry, establishing and maintaining brand awareness is essential for capturing the attention of the target audience and gaining a competitive advantage.

Brand awareness refers to the level of familiarity and recognition that a brand has among its target audience and the general public. In this blog post, we will explore why brand awareness is a crucial part of any automotive marketing strategy.

Why Does Brand Awareness Matter?

  1. Customer Recognition: Enhancing Purchasing Decisions
  2. Competitive Advantage: Standing Out In The Marketplace
  3. Trust & Credibility: Building A Positive Reputation
  4. Increased Customer Loyalty: Fostering Long-Term Relationships
  5. Support For Marketing & Sales Efforts: Amplifying Results
  6. Expansion Opportunities: Continued Growth
  7. Perceived Value: Enhancing Product Appeal
  8. Attracting Talent & Partnerships: Building Alliances

Let’s break these points down…

 

Customer Recognition: Enhancing Purchasing Decisions

Brand awareness helps customers recognise and remember a brand, making it easier for them to make purchasing decisions. When faced with multiple options, consumers are more likely to choose an automotive brand they are familiar with and trust. Familiarity and trust play a massive role in the buyer’s journey with the first stage of the journey being awareness.

The buyer's journey & how MSPs can adapt their message to generate better leads | Sherweb

Competitive Advantage: Standing Out In The Marketplace

The automotive industry is a crowded marketplace, strong brand awareness gives a business a competitive edge that their competitors might not have. If a customer is more aware of a particular brand, they are more likely to choose it over the competitors offering a similar product or service.

 

Trust & Credibility: Building A Positive Reputation

Brand awareness contributes to building trust and credibility with customers. A well-known brand is seen as more reliable and trustworthy, as it has established a positive reputation over time. Focusing on customer retention can be massively beneficial for some businesses, trust and credibility will be the difference between a customer trying something new or going back to what they know and trust.

 

Increased Customer Loyalty: Fostering Long-Term Relationships

Brand awareness fosters a sense of loyalty among customers. When customers are familiar with a brand, they are more likely to repurchase and recommend the brand to other people, contributing to overall long-term success.

 

Support For Marketing & Sales Efforts: Amplifying Results

Brand awareness provides a solid foundation for marketing and sales activities. Effective marketing campaigns are more likely to yield results when the target audience is already familiar with the brand, as they areas they are already familiar with the brand and are more receptive to its communications.

 

Expansion Opportunities: Continued Growth

Brand awareness opens doors for expansion into new markets or for the introduction of new products and services. A well-established brand can leverage its existing reputation to penetrate and succeed in new areas.

Perceived Value: Enhancing Product Appeal

Strong brand awareness enhances the perceived value of a product or service. Customers often associate a well-known brand with quality, reliability, and innovation, allowing businesses to command higher prices and margins. A good example of this would be when you see a Mercedes drive past, you will instinctively think about how it’s a high-quality and luxury vehicle.

5 of the Best Mercedes-Benz 4MATIC Models in 2023

 

Attracting Talent & Partnerships: Building Alliances

Brand awareness extends beyond customers and attracts top talent and potential partnerships. A reputable and recognisable brand is more likely to attract skilled employees and forge collaborations with other businesses in the industry.

 

Successful Automotive Partnership Example: MINI Loves Dogs

Leveraging Brand Awareness Through Strategic Partnerships

The partnership between MINI and the Dogs Trust serves as an exemplary case of leveraging brand awareness through strategic alliances. MINI, renowned for its premium brand, successfully tapped into the dog-loving community, evoking shared values and emotions in its target audience.

 

Background: Relaunching MINI As A Premium Brand

In 2001, BMW relaunched MINI as a premium brand, reimagining its image and positioning in the market. This reinvention set the stage for MINI’s success in establishing a strong brand presence.

 

Addressing The Growing Demand For Dogs

During the COVID-19 pandemic, the demand for dogs soared, presenting an opportunity for MINI to connect with potential customers. They recognized the significance of speaking directly to dog owners and positioning themselves as a brand that understands their needs.

 

Product Alignment: Showcasing Dog-Friendly Features

MINI showcased its range of dog travel products, including specially designed dog guards and mats for the boot space. By highlighting the generous boot space and split rear doors in their vehicles, MINI effectively catered to the requirements of dog owners.

Key Message: Shared Values & Emotions

The partnership between MINI and the Dogs Trust exemplifies the power of shared values and emotions. By associating themselves with an organization dedicated to the welfare of dogs, MINI successfully evoked positive feelings among dog owners. This connection enhanced the brand’s image and expanded its reach within the target audience.

Strategic partnerships, such as the collaboration between MINI and the Dogs Trust, showcase the potential of leveraging brand awareness to establish fruitful alliances. By aligning themselves with organizations that resonate with their target audience’s values, automotive brands can enhance their reputation, reach, and overall success.

 

In conclusion, it is clear to see how brand awareness plays a pivotal role in the competitive automotive industry, establishing a brand and contributing to its long-term success. By prioritizing the points discussed in this blog, automotive businesses can create a strong brand presence that resonates with their target audience. Strategic partnerships, such as the collaboration between MINI and the Dogs Trust, demonstrate the power of brand association in evoking shared values and emotions. Through consistent efforts to enhance brand awareness, automotive brands can position themselves as reliable, trustworthy, and innovative, ultimately paving the way for sustainable growth and success in the industry.

 

WDA Automotive Are Here To Help!

As a business owner, it can be difficult to stay up to date with all of the latest changes in the digital marketing world. That’s where WDA come in, we have been driving business for our automotive clients since 1997.

WDA offers its clients a wide range of tried and tested digital marketing solutions, and because we know that every business is unique, we create fixed-cost, bespoke digital packages tailored to your unique and specific needs. Take a look at our digital marketing services here.

If you would like to learn more or simply just need some advice, give us a call today at 01332 372728 or send us a message via our contact form by clicking here.

Ingredient branding is a powerful strategic branding approach that can give automotive businesses a distinct competitive edge when it comes to the way they market their products.

Made most famous in the 1990s with the iconic “Intel Inside” campaign (launched by DDB Needham), this innovative strategy revolves around the concept of promoting a specific component or ingredient within a product as a distinct brand, separate from the parent brand.

Since then, ingredient branding has become increasingly popular amongst Automotive brands looking to enhance their competitive edge, often enabling them to create strong differentiation and drive high demand for products that are in truth fairly similar to rival offerings. Where products genuinely are different and offer a distinct tangible advantage, ingredient branding can be employed as a tool to emphasise that fact.

 

Automotive Ingredient Branding - Ford's EcoBoost brand

 

The Intel Example

“Intel Inside” was a very simple strategy devised by the Intel Corporation to promote its microprocessors.

This was in response to market intelligence which suggested that the end-user didn’t understand the role of microprocessors and didn’t realise there was much difference between brands. They didn’t even give much consideration to a computer’s CPU at all, instead focussing on the end product – the computer itself. 

Intel Inside was devised to both educate the audience and build value into the product.  The strategy played a pivotal role in making Intel a household name and influencing consumers’ buying decisions. Even those who didn’t fully understand the technical advantages of Intels CPU felt that ‘Intel Inside’ was a highly desirable feature, and insisted on their new computer carrying the label. 

Not wanting to be left out, this demand led to a queue of computer manufacturers wanting to build Intel into their machines, which eventually saw Intel being used as a key selling point amongst most of the major brands on the market including IBM, Dell, HP, Sony, Toshiba and more.  

 

Intel Inside logos - a famous example of ingredient branding

Real-World Automotive Examples

Car manufacturers utilise ingredient branding to highlight or emphasise specific components or technologies within their vehicles. By presenting these components as sub-brands under the umbrella of the primary brand, they convey quality, innovation, and added value to the consumer. Within the automotive market, ingredient branding is also used extensively by manufacturers to convey sometimes very complex technologies into a simplified concept which can be understood by the masses. 

Above all, and as with the Intel example, ingredient branding allows automakers to differentiate their vehicles in a highly competitive market. Want a new car with a high-performance, powerful engine? Choose from a dozen manufacturers. Want a HEMI? You have no choice but to turn to a Chrysler Group vehicle!

Here are a few further examples:

Ford's EcoBoost Ingredient Brand logo

Ford’s EcoBoost Technology: Ford‘s line of turbocharged, direct-injection petrol engines that are designed to deliver greater horsepower and torque while also providing greater fuel efficiency.

This example of Ingredient Branding is used to ensure anyone considering a Ford vehicle with an EcoBoost engine is fully aware that it is a powerful but also very fuel-efficient, cutting-edge engine.

Hyundai Blue Link Logotype

Hyundai’s Blue Link Connectivity: A vehicle system available to Hyundai owners that allows the driver to retrieve information about their vehicle and perform some basic remote operations through the use of a mobile app.

By promoting Blue Link as a distinct brand within their vehicles, Hyundai emphasizes advanced connectivity features and convenience.

Hybrid Synergy Drive Ingredient Branding by Toyota

Toyota’s Hybrid Synergy Drive: a drive-by-wire system with no direct mechanical connection between the engine and engine controls: both the gas pedal, accelerator and gearshift lever in a Hybrid Synergy Drive car merely send electrical signals to a control computer instead.

Another example of Ingredient Branding. This technology is featured in Toyota‘s hybrid vehicles, emphasising their commitment to hybrid and electric innovation whilst maintaining the trust already associated with the Toyota brand.

 

How Does It Benefit The Business?

There are a lot of benefits that a business can expect from Ingredient Branding, especially in the automotive industry. Here are some ways in which ingredient branding benefits businesses:

Product Differentiation: Ingredient Branding allows a business to emphasise the high-quality or unique features, components or technology in its products that the competitors may be lacking.

In a competitive marketplace, such as the automotive industry, this differentiation can be the key factor in attracting consumers who value those specific features.

Enhanced Brand Equity: By associating the business’s brand with high-quality components or technology, the brand becomes more trustworthy, leading to increased customer loyalty and higher perceived value.

Premium Pricing: When consumers perceive a certain product or service as the superior option, they are much more likely to be willing to pay a premium price for it.

Efficient Marketing: Ingredient Branding allows businesses to produce more focused and engaging marketing campaigns, as they can highlight the unique and beneficial aspects of the ingredients in the product. Marketing efforts are likely to be much more effective.

Long-Term Partnerships: Suppliers are likely to be more inclined to work closely with a business that highlights the components in their products, leading to long-term partnerships, mutually beneficial relationships and better support if needed in the future.

 

How Does It Benefit The Consumer?

The great thing about Ingredient Branding is that, when implemented properly, there are no negatives, it’s a win-win for businesses and consumers. Here are some ways in which ingredient branding benefits consumers:

Informed Decision Making: Ingredient Branding provides the consumer with a clear and detailed understanding of exactly what is in a product. This transparency allows the consumer to make a much more informed purchasing decision. For example, the complexity and time it would take Ford to talk about the ins and outs of an engine technology which delivers both performance and efficiency is going to be tough to communicate to its customers, whereas everyone understands ‘EcoBoost’. It also works perfectly the other way, by enticing those who discover the brand to delve deeper and find out more.      

Assurance of Quality: Ingredient branding often signifies (or infers) that the product has met specific quality standards and is a reputable choice. This assurance of quality reduces the risk of making a poor purchase.

Trust & Reliability: Well-known Ingredient Brands often have established reputations for reliability and performance, allowing consumers to trust that these components will function as advertised.

Value For Money: A consumer is more likely to be willing to pay a premium price if they can recognise the added value of specific ingredients in a component.

Time & Effort Savings: Ingredient branding simplifies the decision-making process by highlighting the key components, allowing the consumer to quickly identify the product that aligns with their specific needs, reducing the time and effort required for research and comparisons.

 

What Are The Challenges & Risks?

Whilst Ingredient Branding may sound like a no-brainer, it also comes with several challenges and potential risks that businesses should be aware of:

Maintaining Consistency: It is essential to ensure that the quality and performance of the branded ingredient remain consistent across all products. Any variations in the quality of the ingredients can harm the brand’s reputation and consumer trust.

Underdelivering: If the ingredient brand doesn’t live up to the promises made in marketing materials, it can lead to disappointed consumers.

Supplier Dependence: Relying on a specific supplier for a critical component can create vulnerabilities if the supplier faces issues, such as production disruptions or quality problems.

Market Shifts: Ingredient Branding can require constant adaptation to stay relevant and competitive, consumer preferences can change very quickly!

Brand Dilution: Too much promotion on the Ingredient Brand could lead to consumers becoming more familiar with the ingredient brand than the parent brand itself.

Consumer Confusion: Ingredient branding, if not done clearly, can confuse consumers. They may not fully understand what the ingredient brand represents or why it matters. However, this is true of branding generally – the recent Kia rebrand being a good example of automotive consumer confusion, we covered this in our ‘Why Are So Many Car Manufacturers Rebranding‘ blog.

 

To successfully navigate the challenges and risks associated with ingredient branding, businesses must carefully consider their ingredient branding strategies, maintain transparency, deliver on promises, and regularly evaluate the impact and effectiveness of the branding effort.

Toyota's Hybrid Synergy Drive Ingredient Branding

Ingredient Branding: Conclusion

In conclusion, ingredient branding presents a remarkable opportunity for businesses operating in the automotive industry to rev up their brand presence and drive customer engagement. By honing in on the core technologies, components, and innovations that make their products exceptional, automotive brands can effectively differentiate themselves in highly competitive markets. Although ingredient branding in the automotive sector may pose unique challenges, like ensuring the consistency of these key ingredients and transparent communication, the potential payoffs are substantial. As we’ve explored in this blog, ingredient branding has been effectively deployed by industry leaders to underscore their commitment to performance, safety, and innovation.

As the automotive industry continues to evolve with advancements in electric vehicles, autonomous driving, and sustainability, ingredient branding has the potential to play an even more significant role in shaping consumer preferences and loyalty. By following the automotive-tailored strategies and best practices we’ve highlighted, businesses can take the driver’s seat in enhancing their products, strengthening consumer trust, and better positioning themselves within the automotive market. The road ahead holds exciting opportunities for automotive ingredient branding, and it’s a strategy that smartly paves the way to a future where consumers are informed, engaged, and excited about the vehicles they choose to drive.

If you would like to discuss how WDA could help you implement an Ingredient Brand Strategy then give the team a call on 01332 372728, or send us a message here.

 

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If you found this article interesting, you might be interested in reading about the Omni Channel Digital Marketing Strategy!

You Know The Name, You Know The Colour

By the middle of the 1970s, British firm Lucas Industries was among the biggest in the world for components.

Although it was substantial and wide-ranging, the business policy at the time was to make it look to the public as small-scale. However, this policy resulted in a convoluted web of subsidiary identities, businesses, and trademarks.

The Corporate Identity System & Logo

Alongside the ongoing expansion of subsidiaries came confusion and management challenges. The Lucas Group decided to develop a new corporate identity system and logo in 1975 to address this issue and unify its companies under a single corporate image and design strategy. Lucas selected Colin Forbes and Alan Fletcher, the founders of Pentagram, to create a new brand architecture.

The “Lucas diagonal” served as the foundational component of this new company brand. This would serve as the new group ID and be used to connect and recognise the Lucas group’s various activities.

The 45° band known as the “Lucas Diagonal” ran from bottom left to top right and had an L-shaped, right-angled incision through the middle of it. This band was made up of twenty identical squares, from which three different logo iterations were created. However, depending on the situation, the diagonal could bleed at either end in a vertical or horizontal direction. The full bleed version would be utilised for signage, vehicle liveries, and packaging.

The Lucas Diagonal was backed by the “Lucas Alphabet” created by Matthew Carter. It was utilised alongside the secondary font Univers Condensed, which was easily accessible and distributed worldwide.

Lucas Green was employed for all corporate and market sector materials. Nevertheless, a wider range of colours was developed to distinguish between brands more effectively, facilitate quick recognition within a diverse catalogue of components, and attract attention to promotional materials.

Lucas Industries and Varity Corporation joined forces to establish LucasVarity plc. While some elements of the brand were retained, they underwent significant downsizing. The logotype and Lucas Diagonal were preserved, while the colour green played a prominent role as the primary hue.

If you enjoyed this article you may enjoy The Power Of A Good Brand Mascot.

A good character mascot can enter public awareness and become truly memorable or even more of an institution, this trust develops and the brand grows as a result. 

This market penetration gives businesses tremendous influence over advertising, consistent branding, and even point-of-sale (POS) in-store. When a figure is extremely well-known, all it takes to tell the customer where they are and what they’re looking at is to put them on a poster or some packaging. A character appeals to our primal human instincts. It is more impactful than even a great logo or vibrant colours and typography. We recognise it like we would a member of our own family.

You can read more about this here

 

WDA Are Here To Help!

At WDA Automotive, digital marketing is our expertise, relieving you of that burden. We understand the dynamics, so you don’t have to. If you need support, reach out to us through our online contact form or call us at 01332 372728.

Once again it’s the time of year where we look back at the marketing trends that emerged in 2023 and look ahead to the new and exciting innovations that we can expect to see in 2024. If you missed last year’s edition, be sure to read it here to see how close our predictions were!

AI Marketing: Work Smarter, Not Harder

AI Marketing saw significant growth in 2023, most notably in the form of chatbots, targeted advertising, and content generation.

We mentioned ChatGPT last year in the ‘Automotive Marketing Trends for 2023’ blog, and we weren’t wrong about it being easily detected. Since then many different AIs with the sole purpose of being used to detect AI-written content have emerged, such as Originality.ai, Sapling, and Copyleaks to name a few.

Looking ahead into 2024, AI Marketing will continue evolving and becoming even more advanced. AI’s role in content creation will surely expand, generating personalized and engaging content based on audience preferences and behaviours. AI could also become more emotionally intelligent, becoming better at comprehending a human’s emotions and responding accordingly with the content delivered.

Overall AI Marketing is set to completely revolutionise the consumer experience, making every interaction they have with a business highly personalised and tailored to their specific needs.

Short Form Video Dominance Continues

TikTok’s rapid growth has been very impressive, positioning it among the fastest-growing entertainment apps of all time, and it shows no signs of slowing down. So there’s no surprise here, short form video content is still the most popular way for a user to consume content. The competition is fierce however, with both YouTube and Instagram having ramped up their emphasis on Shorts and Reels to try and match the monumental growth seen with TikTok.

If you are wondering how short-form video content can be utilised within the automotive industry, look no further than Fernando Alonso’s TikTok. His analytics are impressive to say the least, he has 1.6 million followers and his reach is 152.5%! Alonso’s success on TikTok is a result of his understanding and willingness to hop on Gen Z trends.

Looking ahead to 2024, it is obvious that short-form video content is the future of entertainment. The question is, who will come out on top…

Influencer Marketing Is Here To Stay

Influencer Marketing is an effective strategy, proven to have the highest ROI, that is becoming more widely adopted. Influencers are split up into 4 different categories depending on their number of followers, with the ROI and overall cost differing between each:

  • Nano-Influencers – less than 1,000
  • Micro-Influencers – 1,000 to 100,000
  • Macro-Influencers – 100,000 to 1 million
  • Mega-Influencers – 1 million +

In total, there are over 300,000 YouTube channels with over 100,000 subscribers and over 60,000 on TikTok. It’s already a massive market and it’s only going to get bigger as we go into 2024.

Influencer Marketing is a popular strategy for brands trying to advertise specifically to a niche market. There are plenty in the automotive marketplace for example, from big-name automotive YouTubers with millions of subscribers to micro-influencers and social promoters with smaller followings, usually in the thousands.

Marketing In The Metaverse

The Metaverse is still an ongoing project with billions being invested into it every year. So far, brands such as Nike, Coca-Cola and Samsung are already utilising it as a method to reach out to their customers. Gartner released an article where they stated that they expect 25% of people will spend at least one hour a day in a metaverse for work, shopping, education, social media and/or entertainment.

The Metaverse is unlike any other marketing strategy. It allows you to take your customers through an immersive experience in a world made entirely for a specific product or service. The excitement however does seem to have died down significantly compared to late 2021 when Facebook rebranded to Meta. There are several reasons as to why: there have been very few recent updates or developments of the concept, too many brands are trying to milk it for publicity, and the recent growth of AI in general has taken the shine off it somewhat.

That’s not to say that the Metaverse is a complete failure though, it’s just not where we thought it would be by now. There is massive potential for the Automotive industry for example with virtual showrooms and test drives, allowing customers to easily research different car models and features. Automotive brands could use the metaverse for advertising and events, making it fun and interactive for people to learn about vehicles. Overall, the metaverse has the potential to allow the automotive industry to create and sell cars more effectively.

Mastering SEO Content

In 2023, SEO remained an important component to any online marketing strategy. There are millions of websites competing to rank number 1 in the search engine results so it is crucial that businesses implement SEO best practices.

SEO has long been a standard practice within the digital marketing world, and it will be for the foreseeable future. However technology and user behaviour have advanced, with a new form of optimisation emerging as a result, Answer Engine Optimisation (AEO). The concept of AOE refers to optimising a website’s content for queries that are phrased as questions. Well-optimised content could appear as the featured snippet or answer box on the search engine results page. The massive growth of virtual assistants and voice search has made this type of optimization very important going into 2024.

User Generated Content Is On The Rise

User Generated Content, or UGC, continued to develop in 2023, becoming a standard practice within most businesses’ social strategies. There were notable developments in both creation and consumption.

There’s a growing recognition that a brand’s authenticity holds significant importance in how it’s perceived by consumers, this is evident in how brands are now interacting with their audience, building genuine connections with unfiltered content rather than relying solely on scripted material. This emphasis on authenticity goes hand in hand with the development of Influencer Marketing, leading to a rise in micro and nano influencers who resonate more authentically with niche audiences.

Going into 2024, the Automotive industry is increasingly leveraging User Generated Content to engage with consumers and shape their brand. Curating and presenting UGC effectively takes a keen eye and social optimisation, so you won’t be surprised to read that we do exactly this for a lot of our clients!

 

Even with an in-house marketing team, it’s challenging to maintain the expertise required to navigate today’s evolving landscape. Adapting to market shifts and trends is becoming increasingly complex. Whilst you don’t have to master every aspect, a cohesive strategy is crucial.

At WDA Automotive, digital marketing is our expertise, relieving you of that burden. We understand the dynamics, so you don’t have to. If you need support, reach out to us through our online contact form or call us at 01332 372728.

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