Automotive Brand Landscape
Established, varied and truly global, the automotive industry is a veritable buffet of brands with the cash to splash on sport sponsorship. Many of its key players already do – particularly in football and motorsports.
The former brings enormous reach and the latter is a direct, easy fit. The problem is, it feels like it has all been done before. There is a considerable chance to stand out and be different, promote capabilities in creative ways. A great example of this is BMW’s activation at the London 2012 Olympics, where remote control MINIs were put to work to collect and retrieve the items thrown in the discus, hammer throw and javelin competitions. Out-of-the-box thinking is what will take a brand collaboration beyond the normal.
Being part of the future is becoming a strategic priority for automotive brands. Most reflect this in their brand DNA, for example, Hyundai’s commitment to innovation, BMW’s pioneering spirit but all are reacting to a shift in the public’s priorities when it comes to purchasing vehicles. In particular, a greater public awareness of global climate issues and the need for sustainability.
In a bid to appeal to the public’s environmental conscience without taking the joy out of driving, the automotive industry is turning electric.
Thirteen of the top automotive brands have already released electric cars which are available on the market. Sport rights holders could consider whether there is a possibility for building meaningful partnerships based on values, much like the Volvo sponsorship of the Ocean Race based on actioning sustainability.
Sports, particularly live sport, is an opportunity to demonstrate these new technologies and disruptive concepts to an engaged audience. Converting consumers to the idea of subscription-based car ownership or autonomous vehicles will likely be a journey of gradually building their awareness of these technologies. Showrooming the tech/cars during the fun, happy atmosphere of a sports event or incorporating it into the event or the experience around the event is a great way to win hearts and minds
- Key players
- Brand geography
- Use of sports marketing
- Spotlight: Hyundai
- Spotlight: BMW and Drone Racing League
- Spotlight: Volvo Ocean Race
- Vehicles used in sport
- Creative activations
- Market positioning
- Automotive trends: Electric and Autonomous
- Race towards electric
- Autonomous Driving
- Use of social media
- Considerations for brands
For an example of a full Brand Landscape, see our Sports Apparel and Footwear version.