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Luxury Automotive Marketing

featuring:

Yolonda BrinkleyFormer Marketing & PRProfessional at

Hosted by: Caitlin QuanEvisors Marketing & Operations Associate

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Presenting Yolonda Brinkley

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Agenda

1. Automotive Industry Overview2. Luxury Automotive Landscape3. Luxury Automotive Trends4. Luxury Defined5. Automotive Marketing Careers6. Q&A

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Source: motorintelligence Hosted by: Career Advisors on Demand..com/webinars

Luxury Automotive Industry Overview

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Luxury Auto Market Share in AmericaFebruary 2013

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Luxury Automotive Industry TrendsGlobal Focus• Manufacturers beginning to focus on markets such as Russia and China• Industry experts are predicting China as the largest luxury market in the future (80% of high

net worth individuals are under 44)• Daimler was first to sell cars to China via social media using platforms like Twitter• Audi opened an interactive digital showroom at a Beijing shopping mall

Green Technology• 64% increase in hybrid sales in 2012• Fisker Automotive – first premium hybrid electric vehicle, but hasn’t built a car since July

2012; was adversely affected by super storm Sandy and hasn’t reached their sales targets• Tesla Motors (Model S Motor Trend Car of the Year)• BMW, Cadillac, Infiniti, Lexus, Lincoln, Mercedes, Porsche all have hybrid cars

Other Trends• Leasing in the luxury automotive segment is increasing (according to sources at Land Rover)• Stock levels decreasing due to global demand – just not enough production• Increase in dealer-bank partnerships to finance vehicles

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Automotive Luxury is…• Getting it right the first time• Exceeding expectations• Reaching customers where they are (Lexus focus group at customer’s home

attended by executives)• Creating a unique ownership experience• Making lasting impressions/memories (Jaguar & Land Rover events)• Appealing to baby boomers and Gen Y (products suitable to high net worth

individuals regardless of age)• Ensuring the brand and the car are memorable to everyone – even aspiring

owners (Aston Martin DB5 & James Bond)• Enhancing the customer experience by eliminating purchase anxiety• Finally, luxury is a lifestyle

Audi’s Chief Marketing Officer, Scott Keogh, believes in “purchase confirmation,” and when asked about the luxury lifestyle in the 2012 Forbes Special Report Luxury Automotive Outlook he states, “the truth about affluence is it’s all predicated on confirmation.”

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Luxury Automotive Landscape(oh the places you’ll go & the people you’ll see)

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Automotive Marketing Positions

• Product Manager – responsible for product development from concept to launch.• Brand/Marketing Manager – responsible for all consumer-facing aspects of the brand

and marketing communications initiatives.• Customer Relationship Manager – responsible for designing, developing and

implementing competitive owner retention strategies to enable and achieve brand awareness, consideration, qualified traffic, conversion and retention objectives.

• Retail Advertising/Marketing Manager – manages Tier 2 & Tier 3 retail advertising programs. Operations of Dealer Marketing Groups (DMGs) include structure, budget allocation, media and advertising creative and production elements.

• Events Marketing Manager – oversees and executes events nationally and regionally.• Marketing and Incentives Manager – primary responsibilities are to manage and

enhance the various direct email, electronic and digital marketing programs to improve service retention and increase parts/accessory sales.

• Social Media Manager – primary responsibility is to support the development, planning and implementation of the social media strategy that covers marketing, corporate communications, public relations and consumer relations.

• Digital Marketing Manager – oversee creative layout, look and feel of on-line advertising and digital promotions and digital lifestyle campaigns working closely with agency teams.

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Connect

Book your one-on-one session with Yolonda at

www.evisors.com/expert/1291

Yolonda BrinkleyFormer Marketing & PRProfessional at

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Questions & Answers

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Questions & Answers

Question 1:

What did your career path look like going forward within the automotive industry?

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Questions & Answers

Question 2:

If you start in the luxury automotive industry, is it possible to transition into other similar industries?

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Questions & Answers

Question 3:

What are some of the key skills/characteristics employers in various luxury industries look for?

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Questions & Answers

Question 4:

How important is prior experience in order to get into the industry?

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Questions & Answers

Question 5:

How important is having an undergrad/graduate degree when trying to enter the luxury automotive industry?

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Questions & Answers

Question 6:

What is the biggest challenge you faced in the luxury automotive industry?

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Questions & Answers

Question 7:

Are there any opportunities to work in the luxury automotive industry if you are a strategy consultant?

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