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Automotive Digital Marketing Case Studies: 5 Times Automotive Brands Totally Nailed It

Digital Marketing has grown to become and all-encompassing field of business in itself, in a very short span of the time, thanks to its effectiveness and measurability. The fast growth has also baffled marketers around the world into how to harness its power rightly and to deploy it for their brand campaigns. The dynamism doesn’t help either.

Marketers working in Automobile industry find themselves in a tricky space when it comes to using Digital Marketing for their benefits. Automobile is a segment which is not consumed or bought over digital as much as some other segments. Purchasing an automobile is a high stakes and high value decision which buyers often take after thorough on-ground research and after experiencing the real product.

This, however, hasn’t stopped automobile marketers from flexing their creative muscles and from coming up with unique campaigns to promote their brands, from time to time.

In this article, I’ll share five case studies where global automobile majors have utilized Digital Marketing to drive their campaigns and have nailed it while doing so. These case studies are proof that if you understand your audience well, you can make any marketing channel work in your favor.

Automotive Digital Marketing Case Studies

Don’t believe us? Check this case study about Audi’s Digital Showroom .

Read on…

1.) McLaren Calls to the Geeky Side for Launching their new Spider

What do you do when you need to create buzz about a supercar launch on digital platforms but people don’t really buy supercars online? Never mind how established and desired the brand might be.

That’s exactly the problem that McLaren’s marketing team faced when they wanted to extend the launch campaign of Mclaren Spider to digital platforms too. They decided to experiment with their approach and came up with a simple solution in terms of communication strategy to optimize the usage of the platform.

Q: How do you get fans engaged with your offering which most of them will (probably) never be able to afford?

Ans: appeal to the geeky side of digital media users.

They hit the sweet spot with this one and took their chances with their hopes pinned on appealing to the geeky side of users on digital media.

Laced with an exciting idea on their hands, McLaren released a series of some amazing technical shots as teasers, to create an excitement and generate curiosity around its Spider model. The teasers received great feedback and created positive buzz around the brand.

Following this, Mclaren launched a supercool video highlighting the car’s aerodynamic features. The video was produced using wind tunnel effects and placed the brand very subtly. Watch the video to witness the coolness:

McLaren vs Aerodynamics

Mclaren also integrated a Car Configurator for the users who were progressing towards purchase. This Car Configurator allowed users to play around hundred of options to create a custom experience for their dream car. Afterall, if you’re planning to buy a supercar and going to shell out insane amounts of your hard earned money on it, it better be perfect to your liking, isn’t it?

Looks like, McLaren understands its fans quite well.

The marketing team of McLaren seeded all the communication material virally and eventually reached out successfully to their subscriber base of over 108K. The McLaren vs Aerodynamics video reached out to lacs of fans and got shared over and over again within the interested communities, gaining a life of its own.

The real impact of the campaign surfaced when McLaren was able to get real leads and real prospects for a supercar purchase through the campaign. Not to mention how the campaign helped McLaren as a brand to grow its overall web and social media presence helping it for long-term.

2.) Tata Vista claims to be “Clearly Ahead” in it’s Digital Marketing Campaign

An age-old method of putting your brand ahead of your competitors is to release direct comparisons. Though it’s not a widely accepted and politically correct way of marketing your brand against your competition, some brands still foray into this from time to time, especially in the times of desperation.

This is what Tata Vista decided to do with its “Clearly Ahead” digital marketing campaign, back in 2012.

In this campaign, to promote it’s hatchback category model Tata Vista, the marketing team directly pitched the brand against the second largest selling and one of the most popular brands in the category – Maruti Swift.

They launched a micro-site that showcased the visitors direct comparison between Tata Vista and Maruti Swift on various parameters and features.

Some of the comparison parameters were unmatched performance, unmatched interiors, unmatched features, unmatched space and unmatched price etc. The obvious objective was showcase Tata Vista as the clear winner ahead of its competitor.

The website provided the finishing touches to the marketing communication with a pie chart that outlined online mentions and sentiments for both the car models, as a method to measure the campaign impact.

According to the brand, Tata Vista enjoyed 42% positive mentions across online media as against the 37% for Maruti Swift. Also, the negative mentions were much less compared with its competitor.

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3.) Nano and MTV Take Fans on “India’s First Social Trip” 

Tata Nano has been a pioneer in many ways right from its own inception. Not only the car was a first-of-its-kind but its marketing also has matched its uniqueness.

As early as in 2012, to celebrate over 1 million fan base, Tata Nano’s marketing team came up with the concept of merging the worlds of Digital and Offline marketing with its campaign “India’s First Social Trip”, in association with MTV. 

Tata Nano and MTV partnered together to create a unique driving experience across the roads of India. To leverage the massive online footprint that the brands already enjoyed, they created an immersive campaign for their users with a 21-day, 2000 km exciting drive in a Tata Nano. 

Tata Nano, MTV and their online fans selected 4 final teams for this drive representing 4 zones of country, each comprising of 4 members each. 4 popular MTV VJs led each team in this drive.

Each team was supposed to cover 4 different routes in 20 days overcoming various tasks and obstacles along the way. The teams also had to earn money to cover their drive.

Social Media played an important role throughout the campaign. The teams kept on sharing live updates via their posts, photos, video and updates. Fans were consistently engaged through the drive via social media. They could vote their favorite teams and they could track the whole journey via their direct updates. This led to consistent and deep fan engagement across channels.

Within 2 weeks of going live, the official Facebook page for the drive amassed some 1,50,000 excited fans. The engagement number were shooting close to 80,000 of them actively talking about the campaign on the page during the drive.

4.) Citroën lets Fans Design “World’s first Crowdsourced Car” 

Why is this car designed like this?

If only the back was a bit shapely, this car would have looked great.

I wish I could get my favorite color in this model. Why don’t car makers give more color options?

The car looks great but what about the power?

When you go out shopping for a new car, it always seems like a daunting task. You want to buy the perfect car and finally you have the budgets to get your dream wheels in your parking lot. But there is always something that’s left to wishful thinking.

Sometimes you feel like, you could help the team design the car so that they would make it closer to your liking. Wouldn’t that be so awesome?

Enter Citroën’s Facebook campaign – “ You Like It, We Make It. ”

Well, it’s no longer wishful thinking as long as the car is Citroën C1 Connexion. Yep, it’s true.

Citroën C1 Connexion is the world’s first crowdsourced car. Facebook fans have decided how their Citroën C1 Connexion would be designed.

The marketing folks at Citroën and their agency Brandwidth ran the crowdsourcing campaign on Facebook and invited the fans to contribute to the design of the new model.

Here’s the simple video released for the campaign : You Like It, We Make It .

This was an excellent engagement campaign to reach out to brand fans in real-time. Fans could share all their desired features that they wanted in their perfect car.

Citroën got its new model as a result of the campaign : Citroën C1 Connexion.

All metrics for brand’s social media engagement shot through the roof owing to this campaign. Citroën received a staggering 24,000 different version of the car model that were submitted by the fans. Not to mention, the immense buzz the campaign created around the brand, making it a trending topic on digital platforms and search results.

The best part was that Citroën managed to sell over 500 real cars as a result of this campaign. Now, isn’t that the ultimate nirvana of any marketing campaign?

5.)  Auto Trader lets Twitterati decide the fate of SEAT Mii

Using awe-inspiring stunts to create buzz around new launches is a time-tested marketing technique. It’s especially useful for action-oriented categories like cars. Whether these gimmicky methods should be regulated or not, remains debatable. But what’s not debatable is their deep impact.

How does a car brand use their experience in Stunt Marketing to create a splash on Digital platforms?

This was probably the guiding statement for the marketing team of Auto Trader working on the launch of SEAT Mii.

The idea was execute a shocking public stunt for SEAT Mii in such a way that it can drive engagement on Social Media. Auto Trader wanted to truly involve the social media users into the brand.

Auto Trader decided to hang a SEAT Mii above Thames river at the height of 35 meters and launched a Twitter campaign to decide its fate.

Twitterati was supposed to express their positive or negative sentiment using the branded hashtag #winMiiwithAT. The positive sentiment would help raise the car and the negative sentiment would lower the hanging car towards the river throughout the day.

One of the users stood the chance to win the car. Yeah, the ultimate hook to make a campaign successful.

Shocking? Check.

Buzzworthy? Check.

Awe-inspiring? Check.

Engaging? Check.

Direct user involvement? Check.

Lucrative hook? Check.

Drives the message? Check.

The campaign checked all the desired parameters for Auto Trader and the results vouched for the effectiveness.

Over 12,000 Tweeters used the brand hashtag #winMiiwithAT to express their sentiments about the car. The positive and negative sentiments kept lowering or raising the car throughout the day, keeping the buzz and the interest going.

The campaign also drove approximately 14M visitors to brand’s various digital properties, making it a buzzing trend across platforms throughout the day. Not to mention the amazing free press coverage Auto Trader managed to get for the stunt.

And yes, one lucky user won the fateful car, too.

Have you come across any such Digital Marketing campaign that has created a splash and drove amazing results for its brand?

Let us know in your comments.

Image Courtesy : GoaOnWheels, SocialSamosa, Twitter

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Case Studies

Case Study: Driving Fast Results With Auto Dealership Marketing

February 10, 2023

When it comes to marketing, having an integrated strategy is essential. By integrating different marketing channels, you can ensure that your message reaches the right people in the right place and at the right time.

This is especially important for auto dealerships, which rely on multiple marketing channels to reach potential customers.

Whether you’re boosting your visibility with search ads or building trust with potential leads through content marketing , having an integrated marketing strategy can help you achieve your goals faster.

The benefits of an integrated marketing strategy are numerous. It allows you to create a unified message and reach potential customers on multiple platforms. An integrated strategy also allows you to track customer behavior across multiple platforms and adjust your tactics as needed. This allows you to optimize your campaigns for maximum efficiency and effectiveness.

An integrated marketing strategy can also help you save time and money. By using a single platform, like Marketing 360® , to manage your campaigns, you can save time by not having to manage multiple campaigns separately. This can help you focus your efforts on the channels that are working and adjust your strategy accordingly.

Local auto dealership drives quick success with integrated marketing strategy

One local auto dealership saw just how much of an impact an integrated, streamlined marketing strategy can have on overall success. Best of all, they didn’t have to wait to see results.

Over the last 30 days alone, they saw more than 350K impressions, almost 12K clicks and more than 5K conversions. Compared to the previous 30-day period, they saw a 520% increase in impressions, a 294% increase in clicks, a 278% increase in conversions and a 360% increase in website visits.

How did they do it?

First, they invested in SEO by optimizing their website for relevant keywords, like “used car dealership near me,” helping them rank higher and expand their reach.

They also let the keyword research guide their content marketing strategy, making it easy to write helpful, relevant blogs, social media posts and beyond.

Second, they enhanced their organic strategy by using search advertising. By targeting the same keywords in search ads, they were able to enhance both their organic and paid search strategies.

Last but certainly not least, they made it a point to stay active on social media. By posting regularly, they were able to build recognition in their brand and expand their local reach.

They also took advantage of the unique benefits of social media by engaging with customers and followers.

To succeed in today’s competitive market, auto dealerships need an integrated, multi-channel marketing strategy. And, while you may not always see immediate results, having a cohesive strategy is an effective way to drive success.

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Automotive Digital Marketing Case Studies: Insights for Tactical Strategies

The article delves into a treasure trove of real-world success stories from the automotive marketing arena. In the rapidly evolving landscape of the automotive industry , staying at the forefront of digital marketing trends is paramount. The key to this understanding lies in the experiences of those who have ventured before us. This article explores a collection of automotive digital marketing case studies, offering invaluable insights into strategies that have proven effective.

From innovative SEO techniques that catapulted a small dealership to prominence, to social media campaigns that generated unprecedented engagement, these case studies illuminate the path to success. Whether you’re a dealership, auto manufacturer, or related service provider, these stories serve as a source of inspiration for shaping and executing tactical marketing strategies that drive growth and success in the ever-competitive automotive industry.

Table of Contents

Case study 1: successful implementation of seo strategies.

In our first case study, we delve into the success story of an automotive business that implemented powerful SEO strategies. From overcoming digital marketing challenges to achieving remarkable outcomes, this case study showcases the transformative impact of effective search engine optimization. Get ready to dive deep into the background of the automotive industry, the hurdles faced in the digital marketing landscape, the strategic SEO tactics employed, and ultimately, the astounding results achieved. Let’s explore how this company used SEO to drive growth and success in the highly competitive automotive market.

Background of the Automotive Business

The background of the automotive business is an essential aspect to consider in digital marketing case studies. Understanding the industry’s history, challenges, and target audience helps create effective strategies. For example, a study on the background of the automotive business may highlight the industry’s evolution, market trends, and key players to gain insights into consumer preferences and behavior. By incorporating the background of the automotive business, marketers tailor their campaigns to resonate with their specific audience and achieve better results. Suggestions for future studies could include analyzing the impact of emerging technologies like electric vehicles or examining the influence of cultural trends on consumer preferences in the automotive industry .

Challenges Faced in the Digital Marketing Sphere

When it comes to digital marketing in the automotive industry, businesses may face a multitude of challenges. These obstacles encompass keeping pace with the rapidly evolving technology, understanding and implementing effective SEO strategies , managing social media campaigns , optimizing conversion rates on websites, and running successful paid advertising campaigns. Each of these areas presents its own unique set of hurdles and necessitates a profound comprehension of the digital marketing sphere.

Overcoming and surmounting these challenges is paramount for automotive businesses to remain competitive and effectively reach their target audience . By studying case studies of successful implementations, businesses acquire invaluable insights and strategies to adeptly tackle the challenges faced in the digital marketing sphere.

SEO Strategies Implemented

Successfully implementing SEO strategies in automotive digital marketing greatly enhances online visibility and attracts more potential customers. Here are some key strategies to consider:

• Keyword optimization: Thoroughly conduct keyword research to identify relevant terms and phrases to target in website content and meta tags.
• On-page optimization: Implement strategies to optimize web page titles, headings, and meta descriptions, boosting search engine rankings.
• Quality content creation: Create informative and engaging content that is optimized for target keywords and meets the needs of the target audience.
• Link building: Build high-quality backlinks from reputable websites to increase credibility and improve search engine rankings.
• Website speed optimization: Optimize website loading speed to enhance user experience and reduce bounce rate.

By implementing these implemented SEO strategies, automotive businesses enhance their online presence, increase organic traffic, and generate more leads and sales.

Results and Outcomes

Results and outcomes play a vital role in assessing the effectiveness of automotive digital marketing strategies. Here are key findings from case studies:

• SEO Strategies: Witnessed a staggering 40% boost in organic website traffic, ultimately resulting in improved rankings on search engine results pages.
• Social Media Marketing Campaign: Generated an impressive 30% increase in engagement, thereby significantly amplifying brand awareness and fostering greater customer interaction.
• Conversion Rate Optimization: Successfully enhanced website conversion rates by 20%, yielding a greater number of leads and ultimately leading to increased sales.
• Paid Advertising Campaign: Attained an outstanding 50% surge in click-through rates, ultimately enhancing brand visibility and facilitating higher customer acquisition.

Case Study 2: Effective Social Media Marketing Campaign

When it comes to successful automotive digital marketing, Case Study 2 takes us deep into the realm of successful social media campaigns. In this section, we’ll dive into the captivating story of an automotive brand that strategically utilized social media platforms to achieve its marketing objectives. From the implementation of innovative social media strategies to the measurable impact and success metrics, this case study will shed light on the power of online engagement in the automotive industry. Get ready to be inspired by the winning strategies that turned this brand into a digital marketing superstar.

Overview of the Automotive Brand

An overview of the automotive brand is important to understanding its target audience, brand identity, and market positioning.

• Target audience: Identify the specific demographics and psychographics of the target customers, such as age , gender , income level , and lifestyle .
• Brand identity: Analyze the brand’s values, mission, unique selling points, and desired brand perception.
• Market positioning: Evaluate how the brand positions itself in the market, such as being luxury , eco-friendly , or budget-friendly .

Based on the overview, marketers develop tailored digital marketing strategies and messages to soundly engage with the target audience, establish a strong brand identity, and differentiate the automotive brand from competitors.

Some suggestions:

• Create compelling content that aligns with the brand’s values and resonates with the target audience.
• Utilize targeted advertising campaigns on relevant platforms to reach the intended audience.
• Engage with the target audience through social media to foster brand loyalty and advocacy.

Social Media Marketing Objectives

When it comes to social media marketing objectives in the automotive industry, it is mandatory for success to set clear goals. Consider the following objectives to naturally guide your strategy:

• Increase brand awareness : Utilize social media platforms to reach a wider audience and create brand recognition .
• Engage with customers : Foster a sense of community by interacting with customers through comments, messages, and discussions on social media.
• Generate leads : Drive traffic to your website and capture leads through enticing offers and promotions using social media.
• Showcase products and services : Highlight your latest models , features , and promotions on social media to attract potential customers .
• Build brand loyalty : Establish a brand identity and maintain relationships with existing customers through personalized content and exclusive offers on social media.

Remember, each objective should be specific, measurable, achievable, relevant, and time-bound (SMART) to ensure effective implementation. Incorporating these social media marketing objectives into your strategy will maximize your online presence and lead to meaningful engagement with your target audience.

Implementation of Social Media Strategies

Effectively implement social media strategies in automotive digital marketing by following these steps:

• Define Goals: Determine what you want to achieve through social media, such as increasing brand awareness or driving website traffic for your automotive business .
• Identify Target Audience: Understand who your audience is in the automotive industry and tailor your content to their preferences and interests.
• Choose Platforms: Select the social media platforms that are most relevant to your target audience in the automotive field and align with your marketing objectives.
• Create Compelling Content: Develop engaging and shareable content that showcases your automotive brand and resonates with your audience.
• Implement a Content Calendar: Plan and schedule your social media posts to maintain consistency and regularity in promoting your automotive business .
• Engage with Followers: Respond to comments, messages, and mentions from your automotive audience to build relationships and foster brand loyalty .
• Analyze and Optimize: Continuously monitor and analyze social media metrics in the automotive industry to identify areas of improvement and optimize your strategies.

Remember, social media strategies in the automotive digital marketing realm must be adaptable and evolve based on changing trends and audience preferences. Experiment with different approaches and techniques to find what works best for your automotive brand .

Measurable Impact and Success Metrics

In order to measure the measurable impact and success of digital marketing campaigns, it is important for businesses to incorporate specific metrics. By doing so, companies evaluate the impact of their strategies and make informed decisions for future campaigns. Automotive digital marketing commonly focuses on success metrics such as website traffic , conversion rates , social media engagement , and return on investment (ROI) . To illustrate these metrics, here is an example of a table:

Case Study 3: Conversion Rate Optimization for Automotive Website

Improving conversion rates on automotive websites leads to significant business growth. In this case study, we’ll dive into a real-life example of how conversion rate optimization techniques were employed to tackle the challenges faced by an automotive website. Discover how the background of the website was analyzed, conversion rate issues were identified, and various optimization techniques were implemented. Get ready to explore the quantifiable results and notable improvements achieved through this strategic approach.

Background of the Automotive Website

The background of an automotive website is of utmost importance for comprehending its goals and target audience. It encompasses information concerning the website’s purpose, features, and objectives. Moreover, the background also includes specific details about the automotive brand , such as its history, values, and unique selling propositions. By having a deep understanding of the background of the automotive website, marketers can effectively tailor their digital marketing strategies. They precisely align their messaging, design, and user experience with the brand’s identity and the website’s goals. A clear comprehension of the background is instrumental in identifying opportunities for improvement and optimizing the website for enhanced performance.

Identification of Conversion Rate Issues

The identification of conversion rate issues is crucial in optimizing the performance of an automotive website . By analyzing relevant data and implementing appropriate techniques, businesses enhance their conversion rates and drive more valuable leads. Here is an example of a table showcasing the process of identifying conversion rate issues:

To improve conversion rates, it is essential to constantly monitor website performance, gather user feedback, and make data-driven decisions. Implementing A/B testing , personalization , and targeted messaging can also help overcome conversion rate issues and enhance overall website effectiveness.

The identification of conversion rate issues is of utmost importance when it comes to optimizing the performance of an automotive website. By thoroughly analyzing relevant data and employing suitable techniques, businesses tactically boost their conversion rates and generate more valuable leads. The provided text includes a table that exemplifies the process of identifying conversion rate issues:

Constantly monitoring website performance, gathering user feedback, and making data-driven decisions are essential steps towards improving conversion rates. In addition, implementing techniques such as A/B testing, personalization, and targeted messaging can help overcome conversion rate issues and enhance the overall effectiveness of the website.

Optimization Techniques Employed

Quantifiable Results and Improvements

Quantifiable results and improvements are critical aspects of automotive digital marketing case studies. These studies offer tangible evidence of the impact of different strategies and techniques. For instance, in a successful SEO implementation, a company may witness a significant increase in website traffic and keyword rankings . Likewise, an efficient social media marketing campaign leads to enhanced brand engagement and growth in followers . Efforts for conversion rate optimization may yield higher website conversion rates and an improved user experience.

A well-executed paid advertising campaign generates measurable sales leads and contributes to revenue growth. The presence of these quantifiable results and improvements highlights the effectiveness of digital marketing strategies in the automotive industry.

Case Study 4: Successful Paid Advertising Campaign in the Automotive Industry

Successfully driving paid advertising campaigns in the automotive industry is both challenging and rewarding. In this case study, we dive into a real-life example of a highly effective paid advertising campaign that generated remarkable results. From the careful selection of advertising channels to the meticulous tracking of key performance indicators, we explore the strategies and tactics employed to achieve success. Join us as we uncover the invaluable takeaways and lessons learned from this impactful automotive digital marketing campaign.

Overview of the Product/Service

When conducting automotive digital marketing case studies, it is mandatory to provide an overview of the product or service being studied. This will allow for a better understanding of the marketing strategies employed. Here are some key points to include:

• Description: Provide a brief explanation of the product or service being offered, highlighting its unique features and benefits.
• Target Audience: Identify the specific demographic or customer segment that the product or service is designed for.
• Market Positioning: Explain how the product or service is positioned in the market and what sets it apart from competitors.
• Value Proposition: Outline the value that the product or service delivers to customers, whether it is cost savings , convenience , quality , or innovation .

Paid Advertising Channels Utilized

Paid advertising plays a vital role in automotive digital marketing campaigns . Here are some commonly utilized channels for paid advertising:

• Platforms like Google Ads allow automotive businesses to bid on keywords and display advertisements to relevant audiences for search engine advertising .
• Additionally, social media platforms such as Facebook , Instagram , and Twitter offer targeted advertising options based on user demographics, interests, and behaviors.
• Display advertising in the form of banner ads can be placed on automotive-related websites and platforms to help generate brand awareness and drive traffic to the business website.
• Moreover, video advertising on platforms like YouTube enables automotive businesses to reach a wide audience by running ads before, during, or after videos.

For instance, a car dealership used search engine advertising to display their ads when users searched for car models , resulting in a significant increase in website visits and lead generation.

Measuring Success through Key Performance Indicators

Measuring success through key performance indicators is essential for evaluating the success of campaigns and strategies in automotive digital marketing. Key Performance Indicators (KPIs) provide measurable data that helps track progress and identify areas for improvement.

• Conversion Rate: This metric reflects the percentage of website visitors who take a desired action, such as making a purchase or submitting a lead form.
• Click-through Rate (CTR): CTR measures the percentage of people who click on an ad or a specific link, indicating how engaging the content is.
• Cost per Acquisition (CPA): CPA calculates the average cost of acquiring a customer, allowing marketers to assess the efficiency of their advertising spending.
• Social Media Engagement: This includes metrics like likes, comments, shares, and followers, indicating how well the brand is connecting with its audience.

A real-life example is Tesla’s successful digital marketing campaign, where they measured success through key performance indicators. Tesla tracked the conversion rate of their online booking system, their social media engagement metrics, and the cost per lead generated through paid advertising. By continuously monitoring these KPIs , Tesla was able to optimize their marketing strategies and achieve remarkable results.

Key Takeaways and Lessons Learned

• Key Takeaway 1: Proper implementation of SEO strategies significantly improves the online visibility and organic search rankings of an automotive business .
• Key Takeaway 2: Effective social media marketing campaigns help automotive brands engage with their target audience, increase brand awareness , and drive website traffic .
• Key Takeaway 3: Conversion rate optimization techniques enhance the performance of an automotive website , increasing the number of leads and conversions .
• Key Takeaway 4: Paid advertising campaigns , when targeted correctly, generate substantial results for automotive products and services , increasing brand exposure and driving sales .
• Key Takeaway 5: Continuous analysis and measurement of key performance indicators ( KPIs ) are essential to evaluate the success and effectiveness of digital marketing strategies in the automotive industry .

Key takeaways:

• Automotive digital marketing case studies offer real-world examples of successful strategies. They provide tangible evidence of what works in the industry, offering valuable insights that can inform your own tactical marketing decisions.
• These case studies showcase how specific tactics and techniques were employed in actual automotive marketing campaigns. By studying these cases, you can see the practical application of strategies such as SEO, social media marketing, content creation, and more.
• Successful case studies often highlight the adaptability and innovation required to thrive in the ever-evolving automotive industry. They demonstrate how businesses have adjusted to changing consumer behavior and market trends, offering inspiration for your own strategic adjustments.

Some Facts About Automotive Digital Marketing Case Studies:

• ✅ Automotive digital marketing case studies help increase consumer awareness and revenue share in a competitive market.
• ✅ Native advertising is a popular tactic used by automakers during the brand awareness and discovery stage.
• ✅There are platforms used by automakers for native advertising, allowing them to reach a curious and engaged audience during the research and consideration stage.
• ✅ The ads are utilized not only for brand awareness but also for lead generation, generating high-quality traffic and qualified leads.
• ✅ Other businesses associated with the automotive industry, such as car insurance companies and e-commerce sites, also utilize digital discovery to advertise their products and services.

Frequently Asked Questions (FAQs)

What are some successful automotive digital marketing case studies.

Several successful automotive digital marketing case studies showcase the effectiveness of various strategies. For example, McLaren focused on creating a better brand image and experience rather than making actual sales online, resulting in a subscriber base of over 108K and generating leads that turned into purchasing customers. Citroen engaged fans through a crowdsourcing campaign on Facebook, resulting in the sale of over 500 cars after the launch. Auto Trader challenged myths about online marketing by hanging a SEAT Mii above the Thames River, resulting in over 12,000 tweets and driving approximately 14 million visitors to the brand’s digital properties.

How did McLaren achieve success in their automotive digital marketing campaign?

McLaren achieved success in their automotive digital marketing campaign by focusing on creating a better brand image and experience. They released a campaign showcasing the aerodynamic features of their Spider model, which caught the attention of both physicists and lifelong fans of the brand. This campaign resulted in a subscriber base of over 108K and generated leads that turned into purchasing customers.

What was the key highlight of Citroen’s automotive digital marketing campaign?

The key highlight of Citroen’s automotive digital marketing campaign was their crowdsourcing campaign on Facebook. They invited fans to design their upcoming model, the Citroën C1 Connexion. They received over 24,000 design submissions and selected the best features to create the new model. This engaging campaign resulted in the sale of over 500 cars after the launch.

How did Auto Trader challenge myths about online marketing in their automotive digital marketing campaign?

Auto Trader challenged myths about online marketing by launching a campaign for the SEAT Mii. They hung a SEAT Mii above the Thames River and allowed Twitter users to decide its fate using the hashtag #winMiiwithAT. Positive tweets raised the car, while negative tweets lowered it. This unique campaign received over 12,000 tweets and drove approximately 14 million visitors to the brand’s digital properties, outperforming social media marketing expectations.

What were the results of the automotive digital marketing campaigns discussed in the case studies?

The discussed automotive digital marketing campaigns resulted in increased brand awareness, lead generation, and sales. McLaren’s campaign generated a subscriber base of over 108K and converted leads into purchasing customers. Citroen’s crowdsourcing campaign resulted in the sale of over 500 cars after the launch. Auto Trader’s unique campaign drove approximately 14 million visitors to the brand’s digital properties.

Which services were offered in the Impression Digital case studies on automotive digital marketing?

The Impression Digital case studies focused on the automotive and travel industries. The services provided include analytics, digital PR, paid media, SEO, and strategy. One case study highlighted the success of an automotive and finance client through multi-layered YouTube campaigns, while another emphasized the creation of over 700 links in a competitive search engine results page (SERP) landscape.

The new key to automotive success: Put customer experience in the driver’s seat

Key takeaways.

• Car manufacturers once competed largely on their engineering capabilities: superior driving performance and reliability were their marketing boasts. These qualities still matter, but they are table stakes. The new battleground is customer experience.
• Incumbents will need to commit to bolder change to keep pace with new tech-led, data-rich, electric vehicle manufacturers, leaping from technology-centric product development to customer-centric innovation.
• Leadership from the CEO and a chief experience office will be key to establishing the components of a transformation: a new business model, and the ability to scale fast, to amass data at every customer touchpoint, and to measure the customer experience in a manner that reveals precisely how to improve it.

There was a time in the not-too-distant past when car manufacturers competed largely on their engineering capabilities: superior driving performance and vehicle reliability. These qualities still matter to today’s consumers, but they are table stakes. The new battleground is increasingly one where tech-enabled, data-rich, electric vehicle (EV) companies currently have the upper hand: customer experience.

The bar is already high. For many consumers, visiting a car showroom has lost its appeal. They prefer the convenience of digital interactions. Google search trends suggest some 60 percent of car buyers under the age of 45 are likely to purchase their next car online and are interested in contactless sales and services. The majority of online shoppers in other industries expect real-time customer service, switch brands if they don’t get a consistent experience across channels, and abandon their online carts if the checkout process proves too taxing. 1 Emily Cummins, “45 customer service statistics you need to know (updated for 2021),” Netomi, May 10, 2021, netomi.com; Philippe Aussant, “Top 40 customer experience statistics to know in 2021,” Emplifi, June 1, 2021, emplifi.io; Jacqueline Renfrow, “Most shoppers abandon their purchase if checkout is too hard,” Retail Dive, August 13, 2018, retaildive.com. There is no reason to believe expectations will be any lower among car buyers.

EV companies have tapped into the zeitgeist. Tesla sells direct to its customers, who can buy a car with fewer than ten clicks, choosing from a simplified range of just four models and with no price haggling. China’s NIO also sells direct and only through its website and app. Both companies offer a range of add-on, customer-centric services, from worry-free energy packages, where an app click brings someone to charge the vehicle on the spot, to a “battery as a service” package that rents the battery to the buyer by the month, or even retail and dining suggestions.

With frequent software updates that improve services as the norm, the notion is taking hold among EV customers that they are no longer buying the latest car model that will last five years or so, but a smart device on wheels where they can work, socialize, and be entertained—and which will constantly improve.

In a world of electric, connected, and autonomous vehicles, OEMs face a considerable challenge if they intend to keep pace. Company transformations are hard, and harder still when the future is uncertain and resources are limited, making it difficult to know where to place bets. This might be why many OEMs are still tentative about shifting their focus to customer experience. But to win in this race, they will need to be bolder and committed to more rapid change.

Ultimately, they will need to rapidly discover, design, scale, and constantly refine solutions that thrill customers, generate new sources of revenue, and keep costs in check— an approach honed by leading customer-centric companies . Here, we focus on five of the most important elements of the approach and how OEMs can address them. The first is to ensure the CEO leads the effort, assisted by the newly appointed role of chief experience officer (CXO). Together, they will need to adopt a new operating model and new ways of reaching scale, capturing more data, and measuring the customer experience more accurately—all of which will likely require substantial investment. But the changes cannot be avoided if companies are to make the leap from engineering-centered product development to customer-centric innovation.

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Leadership: the ceo must drive the transformation, with the cxo as copilot.

OEMs have hitherto thrived largely on their engineering prowess. The customer’s experience, beyond the driving experience itself, has been the responsibility of the marketing and communications team, which might improve touchpoints such as booking a test drive or car handover. Today however, customer experience cannot be just a complementary OEM activity. It has to be the driving force for every department, including product development, IT, quality, and purchasing. That is a huge reorientation for an OEM, which is why the CEO has to drive home the need for change and make it happen.

To help them in this regard and to oversee day-to-day work, CEOs should consider appointing a CXO, a position already created by companies renowned for the strength of their customer focus. A few automotive companies—Volkswagen (VW) and General Motors among them—are following suit.

Just as the chief quality officer protects product quality and the chief financial officer protects the company’s financial health, the task of the CXO is to protect the end-to-end customer experience. This will mean disrupting the company with new business developments—not refining the status quo. Such a task requires the appointee have not only the trust of the CEO, but also the clout to both drive a transformation and win the support of other C-suite executives.

One of the CEO’s primary tasks, meanwhile, is to communicate and act on a clear, bold vision of what the company aspires to be. Adequate funding for the transformation may depend upon it. Different companies will clearly set different aspirations, but all will need to take account of trends afoot, which indicate that the automotive landscape is likely to develop the following attributes by 2030:

• Flexible ownership: Many people, particularly urban dwellers and younger drivers, may not own a car, preferring to rent, car share, or use mobility services. But car ownership will not disappear. People in less densely populated areas as well as premium customers and driving enthusiasts may well want to own a vehicle, but often through various short-term, flexible subscriptions to both lease vehicles and buy additional services.
• Amazon-like services: The delivery of services will be radically simplified. Booking the use of a vehicle or a test drive, leasing a different model, ordering a ride, or canceling a service will be as easy and convenient as ordering on Amazon. And many services will be personalized: artificial-intelligence-powered software will anticipate, prebook, and streamline time-consuming tasks such as finding a parking spot or scheduling maintenance.
• A seamless digital ecosystem: Customers will expect a smooth, superfast digital ecosystem that integrates all services—connectivity, mobility, entertainment, social, hospitality—without the slightest hiccup. Indeed, performance here could distinguish one EV manufacturer from another, given its impact on customers’ experience. An analogy might be consumers’ choice of laptop today: processor and chip performance and the associated brands are what tend to influence purchase decisions, not the brand of the laptop manufacturer.

Within such a context, the strategy of an OEM deciding to target urban markets with mobility services might be to offer an on-demand, more sustainable, time-efficient, and fit-for-purpose transportation experience. A company seeking to build a market for privately owned, premium vehicles might emphasize an intelligent, delightful experience for driving enthusiasts. Whatever the vision, it will dictate a road map, the products and services—and brand-new business model—needed to bring it to life for customers.

A new business model: Think recurring sales of services and products, not a one-off car purchase

In the new world of mobility, value no longer lies entirely in the sale of a vehicle and aftersales parts, as has been the case with combustion-engine vehicles. As Exhibit 1 shows, selling a vehicle or a subscription for its use is only one part of the customer journey. There are many more opportunities to engage with customers, influence their experience, and earn revenue. For younger consumers, spending on EV products and services could prove akin to spending on new fashion items or consumer electronics to buy into a community of people identified and united by their latest purchases. NIO’s CEO, William Li, has even stated his customers aren’t just buying a vehicle, they are buying a ticket to a new lifestyle.

McKinsey analysis estimates revenue generated from recurring services could boost OEM revenue from car sales by some 30 percent in the next decade. But OEMs will need to work closely with partners new and old to earn it. They will need new partners for services and products, and they will need to reassess existing relationships with retail, travel, and hospitality companies in their loyalty programs and, in particular, those with their dealers. That is because customer relationships and vehicle data insights will be key to delivering an outstanding customer experience. Most customer relationships and data aren’t currently owned by OEMs but by third-party partners, and little data is exchanged, largely because of privacy concerns.

It is too early to tell what the endgame might be for dealers. In banking, the number of bank branches shrunk considerably as services were digitized. Amazon, on the other hand, has expanded its retail footprint. What is clear is that OEMs will need to capture all customer data in all channels and offer a consistent experience.

Digitization in automotive retail in 2021 and beyond

Scaling up: rethink the operating model to be agile and outperform.

Selecting the right customer-experience strategy depends on identifying the experiences most likely to delight customers. This calls for developing a minimum viable product for testing in a pilot market or a specific product line, gathering customer feedback on it, and ensuring development continues in the right direction, wasting neither time nor money. Insights are quickly incorporated, and features can be added one by one, perhaps starting with a new, unified, digital interface where customers can make one-click comparison of car models, stock availability, prices, and delivery times, later incorporating financing, trade-in, and service options.

This process will not necessarily come easily to OEMs accustomed to using a waterfall approach to product and IT development. But the next step—scaling successful product, service, and business model concepts to other markets and product lines—can prove trickier still. While it is often relatively easy to test new digital customer experience offerings in a single market with workarounds or by tailoring them to the existing tech stack, rolling out the same offering to dealerships in multiple regions with different operating models and systems can kill momentum. Take, for example, booking a service appointment or test drive. Developing the software for an app might not be difficult. But getting the app to sync with all the different systems used by thousands of dealers is hugely complex. It could take years to negotiate technology setup costs, data- and revenue-sharing arrangements, and legal governance, and to implement an end-to-end, digitized customer experience with integrated data flows and agreed standards. In the meantime, unencumbered, nimbler competitors may get to market first.

This is where an agile operating model, able to marshal the early commitment of all relevant internal and external stakeholders, working in empowered, cross-functional teams, becomes important. The teams will be aware of the needs of each OEM function and those of any external parties, as well as their interdependencies. If team members are not only experts but also influencers, they will be able to plan ahead, aligning key stakeholders on what needs to happen and tackling foreseeable obstacles.

However, if a company is to scale dozens of such use cases in an agile way—not just one or two—it will also have to invest in building a single data platform that integrates all data sources and allows easy access to that data through application programming interfaces (APIs).

Advanced data analytics—the new competitive muscle

A successful customer-experience transformation is analytics led. Analytics will be key to understanding what individual customers value, and hence to prioritizing which features to build and offer to which customers. Behind good analytics is good data.

In this respect, OEMs are arguably in an enviable position, given the amount of data they can potentially tap. For example, data from dozens of in-car sensors, from apps, and from financing and leasing arrangements could be used to engage customers, personalize products and services, improve and develop new ones, and upsell.

But OEMs have obstacles to overcome, too. Like any organization looking to improve analytics, OEMs will discover existing customer data is siloed in different parts of the organization or often not tracked. In addition, much customer data is owned by dealers or third-party partners outside the OEM’s own customer-relationship management (CRM) systems. Some OEMs are already addressing this problem. VW is adopting a direct-to-customer sales model in which dealers act as agents and earn a handling fee per transaction, but VW owns the transaction, including the data it generates.

But whatever sales model or dealer relationship they choose, all OEMs will need to build a technology stack to capture and integrate customer data at every touchpoint—the digital touchpoints, mostly managed by the OEM and its national sales companies, and the physical touchpoints at dealerships and within the car. It is no small task. But success stories from other industries with franchises, from fast foods to luxury retail, prove that engaging franchise partners is not only a critical element in leveraging the power of data and analytics but that it definitely can be done.

Measurement: Identify the operational drivers of the CX

Though appearing at the end of this list, measurement of the customer experience is not the final act in a customer-experience transformation. The transformation starts with an audit of the available customer-experience data to assess what is already being measured and how this information is being used to manage performance at the dealer, regional, and country level in all markets. That assessment will no doubt reveal many improvement opportunities. Measurement then tracks the transformation’s progress, revealing whether the changes made are the right ones or go far enough. It must be a continuous process, because customer expectations continuously evolve.

The ultimate goal is a measurement system that can identify the precise operational drivers of the customer experience. As Exhibit 2 shows, any number of problems can feed through to a low overall customer satisfaction score, depending on the channel the customer is using, the stage of the customer journey, and the precise problem the customer is trying to resolve. But at its root will be an operational driver, such as processing time, staffing levels, transparency, or reliability. Only by breaking down the overall score into its component parts and measuring each and every one will it be possible to detect the sources of dissatisfaction and the operational cause and solution.

With advanced analytics and the right data, the power of such systems becomes stronger still, for however good a company’s customer-experience surveys and sampling techniques are, they will still only reveal historical insights. In contrast, an analytics engine makes it possible to translate data signals into prompt action for each and every individual customer, not only identifying where problems might lie but predicting which improvements might unlock most value. It might, for example, figure out that simplification of the product portfolio will have the biggest impact on customer satisfaction in one market, or that offering an online aftersales appointment could increase penetration in aftersales services by 15 percent in another. In other words, companies can go from asking “How are we doing?” to “How do we deliver on what customers want now?”

Many OEMs have begun to reevaluate what they need to do to thrive in a world of future mobility, where the customer experience is central to success. Few, however, have yet committed to the bold vision and actions that will help ensure their rich heritage and brands endure. CEO and CXO leadership will be key to establishing the vital components of a successful customer-experience transformation: a new business model, and the ability to scale fast, to amass data at every customer touchpoint, and to measure the customer experience in a manner that reveals precisely how to improve it. Other industries have already made the transformation. Their lessons learned should help CEOs and CXOs of automotive OEMs follow suit.

Volker Grüntges is a senior partner in the Munich office, where Jakob Stöber is a partner; Alexander Matthey is a consultant in McKinsey’s Berlin office, where Florian Peter is an expert associate partner.

The authors would like to thank Katharina Fiedler, Isabelle Möller, Jens Sulek, and Sihong Zhang for their contributions to this article.

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How Carvana reimagined the automotive customer experience

Digital transformation is complex. In this series, we explore six core areas of digital transformation and hear from leading brands about how they are making an impact. Here, Carvana Founder and CEO Ernie Garcia discusses building new customer experiences.

For most people, buying a car is the second-biggest purchase they will make in life. And while it’s an exciting milestone, many also find it to be full of anxiety. Our mission at Carvana is to transform that experience into one that customers actually enjoy and are eager to talk about.

Building a brand is a challenge when you’re selling someone else’s product. We’re trying to do it in a way that makes people want to talk about their Carvana experience.

From the outset, we knew that our success would depend on disrupting an industry that had remained unchanged for nearly a century. We focused on improving car-buying and replacing an often frustrating day at the auto dealership with a pleasant online experience.

As we see it, each touchpoint on the path to purchase is an opportunity to build excitement around the brand someone is engaging with and the product they are buying. Since people expect more from brands and technology than ever before, the way we show up in those touchpoints must be innovative and convenient. This mindset has helped make us the fastest-growing online used car retailer in the U.S. today.

By building a business model that makes delivering new, inventive experiences possible, we aren’t just meeting customer expectations; we’re on a digital transformation journey and setting a new standard in automotive retail. Here are three ways new technology and tools have helped us delight and empower our customers.

Solve a customer pain point

Your new approach will only take you so far unless it improves on what came before. One of our company’s guiding values is called “zagging forward.” It means we don’t just innovate to be different; we innovate to be better.

Customer experience will always be our “guiding light” for making decisions.

For us, zagging forward began by replacing the customer’s time-consuming dealership visit with a virtual experience. Using our patented 360-degree photo technology that captures a vehicle’s details from every angle, people can browse for a car and explore its features and any imperfections directly from our website or app.

Customers can pick up the car they’ve purchased at one of our 30 vending machines or have it delivered to their home by a single-car hauler. Instead of taking a traditional test drive once they receive their car, customers have a seven-day, money-back guarantee. On day six, customers receive a call from a customer advocate to confirm that the car fits with their lifestyle.

As Carvana’s chief brand officer and co-founder, Ryan Keeton explains, “Customer experience will always be our ‘guiding light’ for making decisions. To improve car buying, we asked ourselves, ‘How do we create an exceptional experience that saves customers time and money, and is one they actually enjoy?’”

Replacing the dealership visit and purchase with a virtual experience required us to build a technology and a logistics network from scratch. But by transforming a lengthy, painful process into one that happens in minutes from the comfort of home, we created something that’s different and better.

Cultivate collaboration

Every Carvana employee has a role in improving the car-buying experience, and that requires us to collaborate across teams to deliver for our customers. It’s a true cross-departmental effort.

For instance, we often deliver cars to buyers that include personal touches based on information our customer advocates learn during the purchase process. After one customer told an advocate that she was buying a minivan to haul her kids to swim practice, she received — to her surprise — a car full of snorkels and flippers. This level of personalized service wouldn’t happen without transparency and close partnership among teams across the full customer journey, along with the technology that makes it all possible.

Our collaborative culture was a key success factor at the beginning of the pandemic. We came together across all parts of the company — from operations and marketing to technology and product — and optimized the customer experience for new safety concerns.

Customer advocates deliver cars to buyers that include personal touches, based on information learned during the purchase process.

As Keeton recalls, “In two weeks, we evolved many of the experiences on our website, coming up with messaging about safer ways to buy a car. We also instituted CDC protocols for delivering cars and offering pickup, which changed operations across the board.” Carvana scaled quickly to meet the demands of more online car buyers. It opened a record 100 additional markets across 24 states in a single day to keep up with customers and ensure an entirely online car-buying experience.

Meet customers across channels

Another unique aspect of Carvana’s business model is that we can’t just build brand awareness like an automaker or be the point of sale like a dealership. We must do it all, connecting with customers across their purchase journey to provide a frictionless buying experience from start to finish. We balance traditional marketing with digital to build brand awareness and promote our inventory.

“Building a brand is a challenge when you’re selling someone else’s product,” Keeton explains. “But we’re trying to do it in such a sticky and deep way that makes people want to talk about their Carvana experience.”

For brand awareness, we’ve had major success with YouTube, which allows us to reach people in a targeted and measurable way, and to test and iterate with new creative. So far, we’ve created more than 15 made-for-YouTube videos, which have been viewed more than 55 million times. Beyond its massive reach, YouTube has helped us effectively reach specific audiences, like people researching used cars, and drive them to our website.

Ultimately, it comes down to meeting customers where they are. “An omnichannel approach helps ensure that every moment and customer touchpoint counts,” says Keeton. “Hopefully, we’re arriving at a place where people are equally excited about the car and how they got it.”

What’s next

When Carvana launched 10 years ago, we sold 10 cars per month. In 2021, we sold our 1-millionth car and joined the Fortune 500 list as one of the fastest companies to do so, based on organic growth. We still have a long way to go to get the word out about Carvana, however, and what’s best for our customers will continue to guide every decision we make.

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Mercedes-Benz AG is one of the biggest suppliers of premium passenger vehicles, and expects that by 2025 it will generate a quarter of global car sales online together with its sales partners. This digital sales channel is supplementing physical retail sales.

The foundations for innovative automobile marketing have been created at the organisational level with the transition to a central agency. One of the challenges was to incorporate agile teams and processes into the car manufacturer’s engineer-driven corporate culture. The automobile industry is also globally focused as a whole, though with sales organisations and dealers at national level acting independently of one another.

The customer journey and the entire marketing funnel are optimised in an agile setup, and customers are addressed in a targeted and individual manner based on personalisation and retargeting options.

Salesforce Audience Studio and Marketing Cloud were chosen as a central platform to support the marketing and sales processes. As well as designing the solution and launching it on the market, the car manufacturer also focuses on operative support and local expertise.

"Transforming the client’s marketing strategy has required integrating its 100-year-old corporate culture with Salesforce’s capacity for fast-paced innovation. Mastering this challenge has been both demanding and satisfying for the client and PwC in equal measure." Siveen Laryan, Director, Customer Transformation and Technology Consulting, PwC Switzerland

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PwC’s marketing advisory experts are pursuing an innovative approach together with the experienced team on the customer side. The objective is to enable an agile and coherent DevOps approach for the design, implementation and global rollout of a digital marketing solution.

The main element of the approach is the ‘enhancement track process’. Requirements with regard to standardisation, efficiency, new modules and tools – and how they are to be used – are adopted at an early stage and prioritised in terms of value added and effort.

In short, agile sprints, test and pilot products are developed by PwC based on the Salesforce Marketing Cloud and the BXT approach (Business, Experience, Technology). Rollout packages are then put together and made available to everybody.

These BXT packages are processed by an agile team, which cooperates closely with the ‘enhancement track team’, and are implemented worldwide. The rollout takes place on site, online or through activations that can be used on a self-service basis. In this way, over the space of two years more than 37 markets have been enabled with a wide variety of use cases in the fields of personalisation and retargeting.

For example, a customer segmentation package has been developed which makes it possible to address larger target groups in a targeted manner and to suppress undesired target contacts. Central monitoring of all platforms ensures that the implementation of marketing measures in the markets can be calibrated and optimised (Salesforce Datorama).

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The new digital marketing strategy is yielding some impressive results:  Click-through rates in selected campaigns were increased by up to 160%. Optimised customer segmentation and targeted campaigns have led to a reduction in scatter loss and company-wide cost savings as a result. Integrating different data sources and a frequency management system has made it possible to optimise the reach of the campaigns. Ongoing personalisation campaigns also help to keep conversion rates high in the marketing and sales funnel.

For this project, PwC was awarded the Partner Innovation Award 2020 in the field of marketing by IDC and Salesforce.

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Digital Marketing Case Studies For Automobile Industry

by Digichefs | Sep 21, 2022 | Blog , Digital Marketing | 0 comments

Consumers today are increasingly getting influenced by what they see on digital platforms. The automobile industry has smartly used this trend to its advantage by deploying social media marketing strategies to increase brand awareness, paid ads to grow its sales, and innumerable other digital tools to enhance its overall marketing communications.

From performance marketing and social media marketing to SEO strategies, automobile brands out there are smartly leveraging digital marketing resources to achieve their goals.

Here’s how a luxury car brand used a performance marketing strategy to achieve more conversions.

BMW Navnit Motors, an importer of BMW cars in Mumbai, wanted to generate leads, and using the performance marketing strategy, they were able to target users who were actively searching for BMW cars or luxury cars. Between Feb 2017 to Apr 2022, the campaign successfully helped them receive: 9000+ leads 400+ car bookings

Let’s take a look at a truck manufacturing brand that used social media marketing strategies to achieve two very different goals.

TATA Motors ILCV is the world’s fifth-largest truck manufacturer and a market leader in the commercial vehicle segment. Their objective was to increase engagement on their social media. Through a campaign that they took live around Diwali, they achieved: 50K reach 15K engagement 80K impressions 200+ followers

Through another one of their social media campaigns , they wanted to build awareness around their BS4 & BS6 trucks. With the launch of BS6 trucks, there was a lot of misinformation being spread about BS4 trucks which led to a decrease in its consumer demand. To remedy that, they launched an awareness campaign and highlighted the benefits of BS4 trucks. Through this campaign, they achieved: 40K+ reach 10K+ engagement

The automobile industry is extremely vast and filled with diverse brands. However, the nature of digital marketing is such that any automobile brand can use it to grow its business. If you want to know more about how automobile brands out there have benefited from digital marketing strategies, then read this case study here .

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CASE STUDIES

See how Cameron added muscle to Levittown Ford's online conversion rate-and in turn-accelerate sales.

See how Cameron Advertising Helped Make Westbury Jeep #1 in Ram Sales

See how Cameron created a blockbuster regional new model introduction for Colorado Volvo.

See how turned around an existing low-performing digital strategy and dramatically increased leads and sales.

See how our innovative digital and traditional marketing approaches help our partners drive sales.

Levittown Ford had seen declining web traffic and leads over a span of several months and asked Cameron Advertising to take over their Digital Campaigns from a national agency. They tasked Cameron with reversing declining web traffic and leads and building a dominant web presence.

Cameron immediately implemented their exclusive CORE4 content strategy for Levittown Ford that enhanced deals, customer benefits, and made competitive advantages a strong focus. All digital campaigns super-charged to deliver dominant impression share and increased sales conversions.

After 6 months employing the Cameron team’s strategy and digital recommendations, Levittown Ford became Long Island’s #1 Ford dealer for sales volume, and has maintained this leadership position ever since.

Watch Eric Rivera, General Manager of Levittown Ford discuss the key to becoming Long Island's #1 Ford dealer.

Westbury Jeep has been the #1 Jeep Chrysler Dodge Dealer in the Northeast for the past several years however they had never been #1 in Ram sales. They challenged Cameron with creating a plan to propel them to #1 in Ram sales.

Cameron implemented a multi-pronged approach including our proprietary search solution that pushed all competitors off page 1 of Google. We also launched highly targeted video campaigns showcasing Westbury’s Ram inventory and current offers. This created high awareness on social media, local websites and tier one websites. These strategies were tied in with additional efforts including TV and Email to saturate in-market truck consumers. Our efforts significantly impacted web traffic, leads and sales.

The plan was a success! Westbury became #1 in Ram sales for the entire year and continue to dominate monthly Ram sales in the northeast.

Watch Keith Donnelly of Westbury Jeep discussing why Cameron Automotive is his go-to agency for digital, traditional and all marketing efforts.

Example Ram Video Created by Cameron Advertising

Cameron was called upon to launch the new XC70 Crossover vehicle T6 model to the Colorado market.

Cameron developed a multi-media Tier II and Tier III approach using print, direct mail, email blasts, and point-of-sale material. We Provided all support materials to individual retailers in the market for use in their advertising to increase share of voice.

Colorado Volvo dealers sold out of the new T6 model before the campaign ended. In a weak market that was down 38% throughout the Western region, Colorado Volvo experienced a positive sales month and was the only market in the U.S. to enjoy a year-over-year increase.

Cameron devised a multi-media campaign that leveraged the existing Volvo brand and identity to create a buzz and deliver exceptional results.

Smithtown Toyota was struggling with digital campaigns and had a low impression share that saw competing dealerships gaining increasing presence in their market.

Cameron Advertising created and launched an effective digital strategy consisting of search, display and social campaigns for both sales and service.

The campaign doubled their web traffic and gave them a 90% impression share in their primary PMA while increasing qualified leads and sales.

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• By Joe St. John
• April 12, 2021

Automotive Dealer Digital Marketing Guide: Strategies, Modern Ideas & Best Practices

Almost all consumers today are shopping for cars online before they go near a dealership. Smart auto dealers use digital marketing strategies to convert those online shoppers into buyers. I draw on my 20 years of experience to share the top strategies that work.

In this Article:

• Why digital marketing is so vital for auto dealers
• Primary digital marketing channels for auto dealers
• Best strategies for dealership digital marketing
• A downloadable template for an auto dealership marketing plan

How Is Digital Marketing for Auto Dealers Different from Traditional Marketing?

Digital marketing refers to marketing online through websites, emails, and social media. Digital marketing differs from traditional marketing in ways other than where it appears. The practice is more interactive and focuses more on customers.

A car dealership can’t focus a television commercial on a customer of a specific age or other characteristics. That potential customer can’t interact with the TV ad. And the dealer often will not know how effective that commercial was in luring potential customers to the dealership.

Digital marketing can target demographics and other categories of potential buyers. Dealers can quickly and easily see how well the marketing performed and how many people want to learn more.

Why Automotive Digital Marketing Is So Important Today

Automotive digital marketing is crucial because customers shop for cars in vastly different ways than 10 or 15 years ago. Most customers spend hours online shopping for their next car before they ever go to a showroom.

Here are some details on how much online now dominates car shopping:

• 86 percent of car shoppers do online research before visiting a local dealership, according to a study by digital marketing agency Adtaxi.
• Customers who bought a car spent an average of 15 hours on the complete buying journey: researching, shopping, visiting dealerships, and negotiating, according to a 2020 Cox Automotive study. Almost two-thirds of that time—nine-and-one-half of those hours—was spent online.
• According to a Digital Air Strike study, seven in 10 car buyers say online reviews of dealerships affect which dealerships they will visit.

All of this means car dealers must have a strong presence and engage with potential customers online. They need to understand how to focus marketing toward particular groups of buyers and give them the information they want. It’s imperative all of that happens before the buyer ever comes to a dealership or even makes a phone call.

(To learn more about how much online shopping affects many aspects of the car business, including how dealers engage customers and sell automobiles, visit our automotive digital retailing guide .)  

How Much Money Do Car Dealerships Spend on Advertising?

Franchised new car dealerships spend about $600 per new car sold. That comes out to spending billions of dollars every year on advertising. Online advertising is increasingly the dominant form of advertising for auto dealerships.

According to the 2019 annual report from the National Automobile Dealers Association (NADA) New car dealerships spent $9.25 billion on advertising in 2019, or about $628 per new car sold. That declined in the first six months of 2020 —likely because of the COVID pandemic. New car dealerships spent about $3.73 billion on advertising in the first six months of 2020, or about $600 per car sold.

In all of 2019, new car dealers spent 56 percent of their advertising dollars online; the next highest expenditure was the 14.5 percent spent on television advertising.

Automotive Digital Marketing Channels

Auto dealers can and should use multiple digital marketing channels to reach potential customers. This practice is called omnichannel marketing. Possible channels range from pay-per-click advertising to a well-designed website to online videos.

Here are the top automotive digital marketing channels:

Pay-per-click online advertising.

Pay-per-click advertising, also known as PPC, can be an essential tool for effective digital marketing. A dealership pays a search engine (most often Google) to show your link at the top of a search result for certain keywords. They pay Google a small amount every time someone clicks on that ad to learn more.

PPC continues to grow in the automotive industry. In 2019, eMarketer found that PPC ad spending in the automotive vertical increased 22 percent from the prior year.

Your ads can be text only, with a link, or sport images or videos. You’ll want to research the best words to use to attract the right customers. Pay attention to the negative words you’ll want to use to ensure you block out irrelevant searches (when searchers, for example, might be wanting to learn more about “mustang” horses instead of searching for a Ford “Mustang.”)

Another component of paid online advertising is called “programmatic display,” which allows you to show your ad to an extremely targeted group based on what they are reading on another website. They might be reading an article about buying cars, for example, or about small SUVs.

A Well-Designed Website with Helpful Content for SEO

Your potential customers can and should also find you without paid search engine advertising. Enter: Search engine optimization, which is optimized content on your website that helps search engines and searchers find you.

One study by Kenshoo, found that 70 percent of consumers who begin researching cars start with a search engine. There’s an advantage to your site having a high listing on a search engine results page; consumers consider them more trustworthy than a PPC ad. So, aim to be at the top of non-PPC, or organic, search results.

You’ll also want a well-designed website featuring content car buyers are looking for detailed information on individual automobiles and without flashy gimmicks that repel them. Today’s online car shoppers want to find all of the information necessary to make a vehicle purchase online.  Learn more about providing a richer website experience for automotive shoppers .

Many car dealerships’ websites have too many calls-to-action (CTAs)— interactive components requesting a viewer’s name and contact info. That said, there should definitely be a few CTAs strategically placed on your website, but you don’t want them to overwhelm and turn off a viewer. Read more about how to increase your automotive website conversions .

Voice search continues to expand. Potential customers ask Alexa on their smart speaker or Siri on their smartphone to point them towards the best auto dealerships. Be sure to optimize your content to answer simple and conversational questions.

To learn more about SEO, read Moz’s post that covers all the SEO basics for car dealerships .

Including a blog on your site that provides basic consumer information about cars and car-buying can also improve your search engine results.

When consumers begin searching for a car, they won’t only look for a specific vehicle. They will also want to learn general knowledge about cars and car-buying. Many consumers, for example, will ask search engines about the pros and cons of leasing versus buying a car. If you’ve written a blog on that topic, there’s a good chance your dealership can be a top result for that question. You can do online research to see what questions consumers most often ask about cars and car-buying. One free online tool that provides you the questions people have is answerthepublic.com .

Your blog will also help consumers view your dealership as a trustworthy source of information and advice.

You can’t just focus on optimizing your website for SEO. You must also optimize it for local SEO—making sure people looking for cars in your metropolitan area find you.

Local SEO has become even more important as more and more people use their phones to access information online. Roughly half of all mobile searches are now for local results. People are on the move and want to know where to get a pizza or shop for a Ford 150. You want to be in the results when they’re looking for a vehicle.

Set up an account and include your address and other geographic info in Google My Business . You’ll also want to have local information throughout your website.

Social Media

Social media is a vital part of any digital marketing plan. According to research by the Chief Marketing Officer Council, 38 percent of car buyers say they consult social media sites before purchasing a vehicle.

Create an account on every social media network, from Facebook to Twitter to Instagram and more. Then task staff with keeping those accounts active, with regular posts about your dealership, car-buying, and vehicles.

You can also buy ads on social media platforms. A distinct advantage is you can target specific potential customers—people living in your metropolitan area who’ve been searching for SUVs, for example. Social media also allows you to see your return on investment for purchasing those ads easily. Facebook metrics, for example, can tell you exactly how many people clicked through to your website from one of their ads.

Online Videos

Viewership of online automotive videos is skyrocketing, and those videos heavily influence potential car buyers.

According to a Google study, 64 percent of people who used YouTube while buying a car were influenced by it. That’s more consumers than were influenced by TV, newspapers, magazine, or automobile reviews.

You might create short videos that show:

• A car on a test drive
• Testimonials from happy customers
• New vehicles and highlight unique features
• Tips on repairing and maintaining your car

The videos can attract more clicks in your social media and online ads and draw people deeper into your website. They can also help attract more visitors to your website through search engines ranking your videos. An important tip when posting a video to YouTube: Upload a written transcript of the video. The transcript generally isn’t visible to viewers, but it will help boost how Google ranks the video in search results.

Email Marketing

Also educating their customers since they last purchased or serviced at a specific dealership now, they can be in the driver seat when it’s time for them to be in the market for another vehicle- advertising to your customers on how easy it is to buy from you and save time etc…

Email is as old-fashioned as things can get in the digital world, but it’s still effective.

First, you can and should send emails to your current and past customers. Send to people who’ve bought from your dealership or have their car serviced with you. They will eventually be in the market for a car again; remind them how easy and economical it is to buy from you.

You can also ask prospective customers for their email addresses on your website and through other marketing materials. Send targeted messages based on what the consumers have told you. Be sure to personalize the emails as much as possible and only send them the information they want. When sending emails, always include links to allow potential customers to get to your website. Adjust the length and tone of the emails based on responses you get or don’t get.

And consider distributing regular newsletters via email to people who sign up for them. These newsletters might cover topics like the latest car models, special deals, or useful info about cars or car-buying.

Your dealership can also send a text to customers who opted-in to receive messages from your company. This method is a quicker and more efficient way to reach consumers than through emails. People increasingly use their mobile phones to access business websites, including car dealerships. Customers who get a text from you can immediately go to your website.

Online Directories

Create your own listings in online business directories. These include nationally-based directories like Yelp, along with more localized versions. Make sure your profile is complete and has links to your website and social media accounts.

Online Reviews

Online reviews of your dealership are crucial to success. As mentioned above, seven in 10 car buyers say that online reviews of dealers affect where they will buy a vehicle.

Provide ways for customers to give you reviews on your website or other venues like Google, Yelp, or social media. Be sure to monitor those reviews and respond to them (both positive and negative) in a constructive way. This tactic is only part of what you should be doing for your dealership’s online reputation management. You also need to monitor how your dealership appears in general search engine results.)

Don’t forget to add a link to your website on external review sites.

Third-Party Websites

Dealers will want to put all of their inventory—new and used, with all details about each car—on leading third-party websites that consumers often visit first when searching for a vehicle. The sites include Autotrader.com, Cars.com, Edmunds.com, and CarGurus.com.

Not listing your inventory on these sites is like having your cars behind your dealership building instead of out front.

OTT Advertising

Streaming video is growing exponentially. An estimated 147 million adults in the U.S. now access video content through services like Roku, Hulu, Amazon Fire TV, Sling, and similar platforms. In fact, it’s estimated that 80 percent of all internet traffic is streaming video.

Advertise on these platforms. This type of marketing is called “over the top” advertising because you can bypass traditional TV and cable networks. There are a number of advantages, including it is less expensive and more focused than traditional broadcast advertising.

Mobile Optimization

According to Broadband Search, in 2019, 53.3 percent of all internet traffic came through mobile devices. That compares to 16.2 percent in 2013. In the fourth quarter of 2019, 58 percent of all organic search engine visits in the U.S. were from mobile devices.

People are searching on their phones to find car dealers in your area and then viewing their websites on their phones. Make sure to optimize your website (content and design) for mobile devices. Your site should look seamless and easy to view on a mobile phone.

Direct Mail

Direct mail isn’t digital, but it can complement and help your digital marketing efforts. You can send a direct mail postcard to a targeted recipient with links to your website. Those links can offer more information on new cars at your dealership, special sales events, and other details.

Automotive Digital Marketing Channel Matrix Graphic

This digital marketing channel matrix shows options of where auto dealerships can focus their efforts.

Automotive Digital Marketing Channels Overview

Automotive Digital Marketing Strategies

Having a strategy for your digital marketing efforts is critical when deciding on which channels to use.

Top digital marketing strategies for auto dealerships:

• Understand Where Your Shoppers Are and Make Sure You’re There: Customers use a various websites and tools to research car-buying. The top four:
• 32 percent visit third-party aggregator sites like autotrader.com
• 30 percent research questions or search for their target vehicle through a search engine
• 24 percent visit local dealer websites
• 14 percent visit brand/manufacturer websites

Think seriously about at least the top three areas as you market. Dealers that are represented and excel in those areas have the best chance to impress potential customers. (To learn more about how to perform effective digital marketing for today’s customers, including customers willing to buy remotely, visit “ Marketing for Remote Sales .”)

• Deliver the Right Content for the Right Channel: Shoppers’ research goals and responses vary by the device they’re using. For example, when consumers are on a desktop computer, it’s easier for them to:
• Use your website software to customize a new vehicle
• Compare details on competing vehicles
• Get warranty information

When they’re using a mobile device, it’s easier for them to:

• Reach family and friends as they’re shopping for a car
• Reach out to the dealership or a salesperson
• Book a test drive
• Research location information for local dealers

Your dealership needs to consider shopper behavior as it builds various components of its website. Keep that in mind when targeting its digital advertising for mobile and users.

• Ensure Your Digital Campaigns Target the Right People: Customers look for different features in cars and dealerships. People shopping for a Merced Benz S-Class Sedan focus on features and particulars that someone in the market for a Toyota Corolla might not. They expect the marketing messaging from the dealerships to know that.

Keep this in mind when marketing the broad category of cars your dealership sells. Remember these differentiators when working with customers—you may sell various brands at varying price points. Get the right sort of digital marketing message to each customer.

Read our creative remote selling strategy tips to find more way to engage customers,

• Do A/B Testing: Be sure to test how various digital marketing channels are working. Test each message within a marketing channel to see how it’s performing. A/B testing involves showing similar customers two versions of a message to see which brings a better response.

An email campaign, for instance, might include two options for a message to similar groups. You’ll want to track which collateral brings a higher email open rate and a higher click rate on links within the email.

You may even try A/B testing on social media platforms. For example, target the same Facebook message to different audiences within Facebook.

• Understand Good and Bad Conversion Rates: Every type of digital marketing has an average conversion rate—the rate at which potential customers click on a link in an email, for example, or click on a digital ad. Some channels have average conversion rates of only 1.5 or 2 percent. Learn the average conversion rate for each channel to determine what’s a “good” conversion rate and that your efforts are meeting that number.
• Monitor and Track All Results: Many digital marketing channels allow you to track results easily. However, there are other times when you’ll need tools to monitor how your digital marketing is doing. For instance, call tracking software will track incoming phone calls that may result from specific digital marketing.
• Consider Hiring a Full-Time Digital Marketing Expert: Many dealerships hire agencies for their advertising or marketing. There are plenty of agencies with expertise in automotive marketing.

Still, dealerships should consider the value of hiring a full-time expert to work entirely on their digital marketing. When nine out of 10 car buyers start their shopping online, good digital marketing is vital to a dealership’s success. The return on investment for hiring a full-time digital marketer—an expert focusing exclusively on smartly marketing your dealership—can be exponentially high.

Auto Dealership Marketing Plan Template

Digital marketing templates can help auto dealerships track their digital marketing efforts, along with results from and costs of those efforts. Download our comprehensive and easy-to-use digital marketing template.

Download auto dealership marketing plan template

Sample Auto Dealership Marketing Plan

We completed an example digital marketing plan for an auto dealership to help you get started. The example plan uses the above marketing plan template.

Download auto dealership marketing plan example

Auto Dealership Marketing Ideas for 2021 and Beyond

Technology will continue to change how dealerships market themselves and their cars. Artificial intelligence (AI) will have a huge impact on digital marketing in the future.

Auto dealership marketing trends to watch:

• Virtual Reality on Websites: Consumers will be able to visit dealership websites and view semi-virtual reality videos of a showroom, sitting inside a new car, or even taking a test drive from the point of view of the driver.
• Chatbots: These tools are increasingly showing up on sales-focused websites, including those of auto dealers. They represent the first baby steps in AI. Chatbots can quickly and easily engage with website users. (For example, Facebook Messenger bots help you converse with over 1 billion people who use Facebook Messenger every month.) Chatbots can answer user questions or provide information based on their actions on the website. These efforts can move those users toward engaging with a dealership sales agent or visiting the dealership. Chatbots’ ability to engage with prospective customers will continue to develop.
• Other Artificial Intelligence: Integrating AI into websites and other applications will allow automotive marketers to reach customers at the right moment with an individualized marketing message. AI will help dealerships target their marketing with the right collateral, to the right customers, through the right channels.

Automotive Digital Marketing Platforms Make Online Marketing More Effective

Digital marketing platforms for the automotive industry give dealerships the tools they need to market their services and cars smarter and more effectively. The solution can also help dealerships engage customers, answer questions and move them through a sales process—all online.

These platforms can help your dealership meet prospective customers where they are starting to shop for a car—online. They can provide all the information customers need when they want it, making it a positive customer experience before they step inside a dealership.

Automotive Digital Marketing Case Study

AutoFi has given Sam Pack’s Five Star Ford in the Dallas metro area the tools it needs to and marketing. The dealership’s leaders understand that most people now do much of their shopping for a car online before visiting the dealership. With AutoFi’s help, Sam Pack’s Five Star Ford customers can click a “shop online” button on its website and move into an online trove of details about specific automobiles and the car-buying experience.

Brian Huth, General Manager of the dealership, says: “I think the future of any Ford dealership, when it comes to digital retailing, is you’re either going to get on it, or you’re going to be left behind. Customers—at the end of the day—do want to touch and feel the car. But they don’t want to go through the hassles of wasting hours on end trying to get the deal. So if you’re not moving toward a digital space, I think you’re pretty much going backward. This is the wave of the future.”

Since using the AutoFi platform in tandem with existing tools, the dealership has secured its spot at one of Ford’s Top 100 Volume dealers and continues to climb up the charts.

See how dealerships are using the AutoFi platform as part of their digital marketing efforts.

Reach Customers Where They Shop with AutoFi Digital Marketing Tools

The AutoFi platform has all the tools a dealership needs to engage customers and meet them where they want—online. Shoppers want to do more than just look at cars online. Many of them want to do everything from finding trade-in details to securing financing online and even making a purchase. That’s why dealerships need a tool to help them market their inventory effectively and deliver the information customers crave.

Learn more about how AutoFi’s digital retailing platform works .

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Discover how partnering with KORTX led to accelerated turnaround times on live offers and deals, driving impressive results for a global automotive brand.

In this case study, the automotive brand's agency faced the challenge of creating lower-funnel demand and promoting time-sensitive incentives to qualified auto shoppers. By collaborating closely with KORTX, they developed a comprehensive cross-device digital strategy and leveraged custom rich media units to deliver captivating creative experiences.

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Swift turnaround times on live offers & deals with custom rich media.

Our partner agency leveraged the expertise of a full KORTX support team to activate multiple custom rich media units every month. The team meticulously targeted these units to in-market shoppers, delivering engaging creative experiences optimized for desktop, tablet, and mobile devices. 

This collaborative effort led to expedited turnaround times, ensuring the quick launch of each regional offer to drive site conversions and maximize key performance indicators (KPIs).

KORTX’s custom rich media units seamlessly integrated the brand’s video assets and included deep links that directed auto shoppers straight to their local region’s brand site. This approach allowed the agency to measure multiple metrics throughout the automotive shopping process simultaneously.

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Auto Dealership Case Study

Auto dealership case study, ppc case study for a local used car dealership.

A local used car automotive dealership was referred to us by a current client and was having trouble with their current PPC campaign. Truthfully, they didn’t have the time, expertise, or resources to manage it in-house any longer. They were seeing month over month declines in their conversion rates and their budget getting out of control to compensate.

Poorly optimized campaign

No dedicated landing pages, no bid maximums, no negative keywords, geography was not set properly.

Our Solution:

As we completed our initial on-site and off-site audits, we started by creating new landing pages based on the types of vehicles consumers were looking for, such as Luxury SUV, Trucks, Full Size Car, and more. We used the clients current inventory management plugin to segment and feature these vehicles on the landing pages, so the client was viewing exactly what they were looking for when they searched. We revised the keyword strategy and broadened the focus from specific vehicle makes and models to general search terms giving them access to a much larger target audience. We revised the ad copy and created dozens of new ad groups, testing multiple ads with various headlines, descriptions, callouts, sitelinks, and more. We added over 130 negatives to the campaign and refined the geography to target a 10-mile radius, eventually expanding to a 15-mile radius, minimizing any waste. Lastly, we implemented a well-designed remarketing campaign which gave us additional conversion traffic at a low CPL.

In a 90-day period, we were able to grow the number of conversions by 172% while decreasing the cost per lead (CPL) by over 50%.

Bajaj Auto Marketing Strategy 2024: A Case Study

Bajaj Auto, one of the leading manufacturers of two-wheelers and three-wheelers globally, has been implementing a dynamic marketing strategy to maintain its strong market position and drive growth. In this case study, we will explore Bajaj Auto’s marketing strategy for the year 2024 and the key factors contributing to its success.

Key Takeaways:

• Bajaj Auto’s revenue in FY2024 reached Rs46,306 crore (US$5.8 billion), highlighting its robust financial performance.
• The company holds a significant global market share of 26% in the two-wheeler segment and 76% in the three-wheeler segment.
• Bajaj Auto focuses on digital marketing , customer segmentation, promotional campaigns, and an extensive dealer network to stay competitive.
• Collaborations with industry giants like Triumph Motorcycles and KTM have strengthened its brand positioning and expanded its product portfolio.
• The Bajaj Group, consisting of 34 companies, operates in various industries, which contributes to Bajaj Auto’s diversified marketing efforts .

Bajaj Auto’s Collaboration with Triumph Motorcycles

The strategic collaboration between Bajaj Auto and Triumph Motorcycles marks a significant milestone in Bajaj’s expansion plans. Following the successful partnership with KTM, Bajaj Auto has now joined forces with Triumph Motorcycles to leverage their respective strengths and enhance their market presence.

Triumph Motorcycles Ltd has transferred its distribution operations within India to Bajaj Auto, enabling them to tap into Bajaj’s extensive dealer network. In return, Bajaj Auto plans to launch Triumph dealerships in over 120 cities in the next two years, expanding their footprint across the country.

This collaboration will not only benefit the Indian market but also have a global impact. Bajaj Auto, known for its manufacturing prowess, will produce a new range of mid-sized Triumph motorcycles at its Chakan plant. These motorcycles, jointly developed by both companies, are set to be launched in 2023, showcasing the combined engineering expertise and craftsmanship of Bajaj Auto and Triumph Motorcycles.

With Triumph motorcycles now managed by Bajaj Auto, they will be integrated into Bajaj’s extensive dealer and sub-dealer network, which boasts over 6000 points of sale across various brands. This partnership aims to create a new entry point into the Triumph brand worldwide, strengthening its presence in the Indian market and beyond.

The collaboration between these two renowned brands signifies a strategic move for both Bajaj Auto and Triumph Motorcycles. Bajaj Auto, with its rich experience and strong market position, can offer valuable resources and expertise to Triumph, enabling them to expand their reach and cater to a wider customer base. At the same time, Triumph’s iconic motorcycles will add a new dimension to Bajaj Auto’s product portfolio, enhancing their competitive edge in the industry.

With the planned expansion of Triumph motorcycles’ dealer network in India from 15 cities to over 120 in the next two years, customers will have greater accessibility to these sought-after motorcycles. The collaboration between Bajaj Auto and Triumph Motorcycles is set to reshape the motorcycle landscape, providing enthusiasts with a wider range of options and ensuring continued growth for both brands.

The partnership between Bajaj Auto and Triumph Motorcycles is a testament to the thriving automotive industry in India, where brands are constantly seeking innovative strategies to increase their market share. This collaboration not only strengthens Bajaj Auto’s position as a leading player in the Indian motorcycle market but also paves the way for Triumph Motorcycles to further establish its presence worldwide.

Stay tuned for Section 3, where we will explore Bajaj Auto’s brand positioning strategy.

Bajaj Auto’s Brand Positioning Strategy

Bajaj Auto, founded in 1926 and headquartered in Pune, India, is a leading player in the automotive industry. Despite facing tough competition from industry giants, Bajaj Auto has managed to maintain a strong market positioning, thanks to its strategic brand positioning strategy.

As the world’s third-largest manufacturer of motorcycles and the largest manufacturer of three-wheelers, Bajaj Auto’s brand positioning strategy revolves around being a value-for-money brand. The company understands the challenges of positioning value-for-money brands in premium segments and emphasizes the importance of delivering quality and scale.

Bajaj Auto’s brand positioning strategy is exemplified by its partnerships with renowned brands like KTM and Triumph. Instead of creating its own premium brand, the company has chosen an inorganic partnership strategy to address the premium segment. These partnerships focus on manufacturing and distribution, similar to the successful arrangement with KTM, with whom Bajaj Auto has had a successful 16-year partnership since taking a 14% stake in the company in 2007.

According to Bajaj Auto, a brand is not just a product; it is a combination of product, story, and experience. The company recognizes that without a strong brand story and a compelling consumer experience, a brand simply becomes a product competing solely on price. By focusing on delivering value-for-money products with exceptional quality and scale, Bajaj Auto has established a well-recognized and favored brand in India and globally. The company’s brand visibility is high, and it has received numerous awards and accolades in the industry.

In its business-to-business (B2B) relationships with KTM and Triumph, Bajaj Auto benefits from a positive rub-off effect in terms of its aspirational quotient and encouragement for further partnerships. However, in business-to-consumer (B2C) relationships, the influence of one brand on another is minimal, as each brand maintains its unique identity and differentiated position.

While brands like KTM and Triumph fall under the niche manufacturer category, becoming relatively expensive, Bajaj Auto operates in the value-for-money space. The brand structure for niche manufacturers aligns the company and product brand, unlike mass or value-for-money manufacturers where the company name is distinct from the product brand. Customers tend to associate directly with the product brand in niche manufacturers like KTM or Triumph, while in mass manufacturers like Bajaj Auto, the company name holds greater prominence in B2B relationships.

In conclusion, Bajaj Auto’s brand positioning strategy as a value-for-money brand, supported by strategic partnerships and a focus on delivering quality and scale, has solidified its position in the market . With its well-established brand and a diverse product portfolio, Bajaj Auto continues to thrive in the competitive automotive industry.

Bajaj Auto’s Strategic Partnerships

One of the key elements driving Bajaj Auto’s success and growth is its strategic partnerships with global brands like KTM, Triumph, and Kawasaki. Rather than creating its own luxury brand, Bajaj Auto has chosen to collaborate with niche brands, allowing it to enter new markets and expand its brand presence more quickly and effectively.

These partnerships provide Bajaj Auto with the opportunity to introduce premium brands like KTM Duke and Triumph motorcycles into the Indian market, targeting specific market segments such as youth and upper-middle-class consumers. By leveraging the expertise and reputation of these global brands, Bajaj Auto can tap into the growing demand for high-performance motorcycles and offer a diverse range of products to cater to varying customer preferences.

Furthermore, these strategic partnerships enable Bajaj Auto to leverage the technological advancements and innovations of its partner brands, helping the company stay competitive and meet the ever-evolving demands of the market. By collaborating with global leaders in the industry, Bajaj Auto gains access to cutting-edge technologies and engineering capabilities, ensuring that their products are at the forefront of innovation and deliver exceptional performance to customers.

These partnerships also play a crucial role in Bajaj Auto’s global expansion strategy. By aligning with renowned international brands, Bajaj Auto can establish a strong foothold in international markets. With exports to over 70 countries, Bajaj Auto showcases its global presence and demonstrates its ability to meet the diverse needs of customers worldwide.

Overall, Bajaj Auto’s strategic partnerships are a testament to its forward-thinking approach and commitment to continuous growth. By collaborating with global brands, Bajaj Auto can leverage their expertise, tap into new markets, and introduce innovative products that cater to the evolving demands of customers, both in India and abroad.

Bajaj Auto’s Focus on Brand Narrative and Experience

Bajaj Auto, a leading player in the motorcycle industry, understands that a brand goes beyond its products. It is a culmination of the product, the story behind it, and the overall customer experience. Recognizing the significance of brand narrative and customer experience, Bajaj Auto has strategically crafted its brand philosophy to resonate with its target audience .

One crucial aspect of Bajaj Auto’s success lies in its collaborations with niche brands such as KTM and Triumph. These partnerships have not only strengthened Bajaj Auto’s global presence but also contributed to its innovative and market-leading strategies. For instance, Bajaj Auto acquired a 14% stake in KTM in 2007, leading to deepened collaboration efforts and equity growth over the years.

The alliance with Triumph, focusing on a strong manufacturing and distribution model, further exemplifies Bajaj Auto’s commitment to delivering exceptional products and experiences. By producing Triumph models at Bajaj’s facility near Pune for global distribution, they leverage each brand’s unique story and customer experience to create distinct brand identities.

Rajiv Bajaj, the Managing Director of Bajaj Auto, emphasizes the challenges of positioning value-for-money brands in premium segments. However, Bajaj Auto’s branding strategy revolves around creating a holistic brand experience that encompasses not only the product but the story and customer journey. By doing so, they avoid becoming just a product and create a lasting emotional connection with their customers.

While Bajaj Auto’s collaborations with KTM and Triumph positively influence its corporate relationships in the B2B context, their impact on customer purchasing decisions in the B2C domain is relatively minimal. However, it is important to note that the strong brand narrative and customer experience associated with Bajaj Auto’s collaborative products enhance overall brand perception, influencing customer loyalty and future purchasing intentions.

With its Discover brand alone selling approximately 120,000 units per month, Bajaj Auto’s focus on the brand narrative and customer experience has proven successful. They anticipate further growth with the introduction of new models, aiming to increase Discover’s monthly sales to 150,000 units.

Bajaj Auto’s relentless pursuit of innovation, market leadership, and a compelling brand narrative sets the stage for its goal of becoming one of the world’s leading motorcycle and small commercial vehicle manufacturers. By prioritizing the holistic brand experience, Bajaj Auto has successfully carved its niche in the highly competitive motorcycle industry while maintaining profitability and global growth.

Bajaj Auto’s B2B and B2C Strategies

Bajaj Auto, a leading player in the automotive industry, has implemented distinct strategies to cater to both the B2B and B2C markets. While acknowledging the significance of its partnerships in the B2B context, the company recognizes that consumer purchasing decisions in the B2C domain are influenced by different factors.

In the B2B segment, Bajaj Auto has forged successful collaborations with renowned brands like KTM and Triumph Motorcycles. These partnerships have proven instrumental in enhancing its corporate relationships, leveraging technological advancements, and expanding its global reach. The collaboration with Triumph, for instance, has led to the introduction of exciting new models like the Triumph Speed 400 and Scrambler 400 X motorcycles in India.

On the other hand, Bajaj Auto believes that its B2B partnerships have minimal impact on customer buying decisions in the B2C market. The company recognizes that each brand, including Bajaj Auto, caters to distinct consumer needs, preferences, and perceptions. This understanding drives Bajaj Auto’s approach to develop differentiated marketing strategies for its B2C offerings.

In recent times, Bajaj Auto has faced challenges in the financial services sector with its flagship subsidiaries, Bajaj Finance and Bajaj Finserv. Increased competition from major players like Jio Financial Services and Reliance Industries has necessitated strategic adaptations to sustain profitability and market share. The competition in the B2B and B2C segments presents medium-term challenges for Bajaj Finance, emphasizing the need for agile and customer-centric strategies.

Bajaj Auto’s market presence extends beyond the domestic market, with steady market share gains in exports, particularly in the LATAM and ASEAN regions. However, the company faced significant shortfalls in ECU availability in the domestic business, impacting both the motorcycles and export units. Despite these challenges, Bajaj Auto remains committed to building channel stock, integrating retail positions, and leveraging new product launches to engage customers effectively.

The automotive industry’s demand recovery has showcased promising signs, with projected single-digit declines in the first quarter, adjusted for the COVID-19 wave’s impact from the previous year. Bajaj Auto is poised to capitalize on this recovery, aiming for sales of 18,000 units in the upcoming third quarter.

To exemplify Bajaj Auto’s journey, here is an image showcasing significant milestones:

Despite the challenges and the ever-evolving market landscape, Bajaj Auto remains committed to delivering innovative products, building strong corporate partnerships, and engaging with customers across the B2B and B2C segments.

Bajaj Auto’s Social Media Marketing Approach

Bajaj Auto, a leading manufacturer of two- and three-wheelers, understands the power of social media marketing in today’s digital landscape. The company leverages social media platforms to connect with its target audience, build brand awareness, and drive engagement.

One of the key elements of Bajaj Auto’s social media strategy is the creation of visually compelling content. The company showcases its product offerings, including bikes and three-wheelers, through high-quality images and videos. By highlighting the features and benefits of their vehicles, Bajaj Auto effectively captures the attention of potential customers and ignites their interest.

Moreover, Bajaj Auto actively engages with its followers on social media platforms. The company encourages users to share their experiences with Bajaj vehicles, creating a sense of community and strengthening brand loyalty. By responding to customer comments and addressing their concerns, Bajaj Auto demonstrates its commitment to customer satisfaction.

When it comes to social media campaigns, Bajaj Auto focuses on creating energetic, stylish, and vivid advertisements that resonate with young audiences. This approach aligns with the market segment Bajaj Auto targets—youth between the ages of twenty-five and thirty-five. By tailoring their content to the preferences of their target audience, Bajaj Auto maximizes the impact of their social media marketing efforts.

In addition to engaging content, Bajaj Auto incorporates a multi-channel approach to social media marketing. The company utilizes various platforms such as Twitter, Facebook, Instagram, and YouTube to reach a wider audience. By diversifying their social media presence, Bajaj Auto ensures that they can connect with customers across different demographics, interests, and preferences.

Furthermore, Bajaj Auto’s social media strategy is complemented by its emphasis on personalization and customer relationship management. The company leverages data-driven insights to deliver tailored content to its target audience. By understanding customer preferences and behaviors, Bajaj Auto can create personalized marketing campaigns that are more likely to resonate with its followers.

The Physician Value Index for Pharmaceutical Marketing

In the dynamic and competitive field of pharmaceutical marketing, understanding and optimizing the value of physicians’ interactions with brands is crucial. The Physician Value Index (PVI) is a groundbreaking model that aims to enhance marketing performance in the pharmaceutical industry. By considering four key aspects – presence, participation, influence, and sentiment – the PVI provides valuable insights into the effectiveness of marketing strategies and their impact on business outcomes.

Implementing the Physician Value Index allows pharmaceutical companies to measure marketing performance and drive business value. It enables real-time monitoring of brand perception, identifying strengths, weaknesses, and opportunities for improvement. By tracking physicians’ presence across various channels and analyzing their level of engagement, marketers can tailor their strategies to maximize impact and reach their target audience effectively.

Moreover, the PVI emphasizes the significance of physician influence on prescribing decisions and patient outcomes. By evaluating the level of influence that physicians have on their peers and patients, marketers can identify key opinion leaders and leverage their expertise to drive brand adoption and advocacy.

Another essential aspect of the PVI is sentiment analysis, which enables marketers to gauge the sentiment and perception of physicians towards their brands. By understanding the sentiment, including positive, negative, or neutral opinions, marketers can fine-tune their messaging and positioning strategies to strengthen brand loyalty and reputation.

The Physician Value Index offers pharmaceutical companies a comprehensive framework to evaluate their marketing efforts and optimize their strategies to achieve desired business outcomes. By leveraging this model, companies can gain a competitive edge, build strong relationships with healthcare professionals, and drive brand success in a rapidly evolving marketplace.

Example PVI Data:

Source: Study on microbial count in urine samples.

Increasing Social Media Engagement with Employee Advocacy

In today’s digital landscape, social media engagement is key for businesses to connect with their target audience and build brand awareness. Bajaj Auto recognizes the power of social media and has integrated employee advocacy into its marketing strategy to boost social media engagement.

Employee advocacy is a powerful tool that involves encouraging employees to actively participate on social media and promote the organization to customers, prospects, and peers. By empowering their own employees to become advocates, Bajaj Auto has seen remarkable results in terms of social media reach and audience engagement.

Implementing employee advocacy campaigns can lead to a 25% increase in social media reach for Bajaj Auto within the first quarter of implementation. This means that by leveraging their employees’ networks and connections, the reach and exposure of Bajaj Auto’s social media content expands significantly.

Furthermore, employee-generated content shared on social media platforms can result in a 30% increase in audience engagement. When employees share authentic content related to their work and experiences at Bajaj Auto, it resonates with the audience and builds trust and interest in the brand.

Customer trust is another crucial factor in social media engagement. Through authentic employee advocacy efforts on social media, Bajaj Auto can grow customer trust by 15%. Customers find employees to be more trustworthy sources of information about the organization, leading to increased credibility and loyalty.

From a business perspective, the return on investment (ROI) for the employee advocacy strategy is projected to be 4:1 for Bajaj Auto. This indicates a significant return on investment in terms of social media engagement, showcasing the effectiveness and value of employee advocacy.

By leveraging employee advocacy, Bajaj Auto is not only boosting social media engagement but also creating a sense of community and shared purpose within the organization. Engaged employees are more productive, creative, and loyal, leading to improved performance and retention.

Addressing Inhibitions and Promoting Employee Advocacy

Approximately 30% of employees may be reluctant to share content about their professional lives on social media. To address these inhibitions, organizations can provide incentives to participating employees and conduct micro-competitions to encourage them to share office-related content.

Quality content also plays a crucial role in employee advocacy programs. It should be relatable, memorable, and resonate with employees, keeping it ‘light’ and ‘below-the-radar’ in terms of promotional elements. Bajaj Auto ensures that the content provided to employees is engaging, informative, and aligned with the company values and impact.

By investing in employee advocacy rather than relying solely on traditional methods like advertisements, celebrity promotions, or influencer content, organizations can achieve a more cost-effective and authentic approach to building followership on social networking platforms. Authenticity is a key benefit of employee advocacy, as employees are perceived as trusted sources of information about the organization.

In conclusion, employee advocacy is a powerful strategy that Bajaj Auto has successfully implemented to increase social media engagement. By leveraging their employees as brand advocates, Bajaj Auto has witnessed significant improvements in social media reach, audience engagement, customer trust, and overall ROI. Employee advocacy not only strengthens the organization’s online presence but also fosters a sense of community and shared purpose within the company.

Bajaj Auto’s marketing strategy for 2024 has been strategically designed to address the challenges and capitalize on the opportunities presented by the evolving automotive market. Through strategic partnerships with renowned brands like Triumph Motorcycles, Bajaj Auto has demonstrated its commitment to innovation and market leadership. By shifting its focus from being a Defender to an Analyzer and now a Prospector, Bajaj Auto has continuously evolved its product portfolio to meet the changing demands of customers.

Bajaj Auto’s emphasis on brand positioning, digital marketing, customer segmentation, and promotional campaigns has helped the company create a strong brand narrative and deliver exceptional customer experiences. This, coupled with its extensive dealer network and strong online presence, has solidified Bajaj Auto’s position in the market.

The company’s plans to shift customers to higher segments, its joint venture with Renault-Nissan to develop a small car, and its intention to scale up service centers demonstrate Bajaj Auto’s determination to expand its market share and profitability. With its core competency in research and development, Bajaj Auto recognizes the importance of continued investment in this area to maintain its competitive edge and drive future growth.

With a substantial global market share and being listed among the most valuable brands, Bajaj Auto’s marketing strategy has proven effective in establishing its presence in the automotive industry. As the company moves forward, it is well-positioned to leverage rapid technological advancements and explore new product categories, ensuring its continued success in the market.

What is the focus of Bajaj Auto’s marketing strategy for 2024?

What is bajaj auto’s collaboration with triumph motorcycles about, how does bajaj auto approach brand positioning, what is bajaj auto’s approach to strategic partnerships, why does bajaj auto emphasize brand narrative and experience, how does bajaj auto approach b2b and b2c strategies, how does bajaj auto utilize social media for marketing, what is the physician value index for pharmaceutical marketing, how can employee advocacy boost social media engagement, what are the key aspects of bajaj auto’s marketing strategy for 2024, related posts:.

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Nina Sheridan is a seasoned author at Latterly.org, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.

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New case study takes up Tesla’s entry into the auto industry

Dylan Walsh

May 13, 2019

Within three years of Tesla’s founding in 2003, Elon Musk had invested $55 million of his own money in the company. And yet things were not going as planned. CEOs were leaving after short tenures. The company’s first model, the Roadster, was experiencing cost overruns. In response, in October of 2008, Musk appointed himself CEO. “I have so many chips on the table,” he explained. “I need to steer the boat completely.”

How has he done at the helm? A new case study  on MIT Sloan’s LearningEdge website considers the question with in-depth context about the U.S. automobile market and Tesla’s position within it.

“Prior to Tesla, no domestic manufacturer had entered the U.S. automotive market at scale since the Second World War,” said Donald Sull , a senior lecturer in innovation and entrepreneurship at MIT Sloan and one of the case study’s co-authors. “This case, which includes rich data on the industry, customers’ willingness to pay for electric vehicles, and Tesla’s financial situation, explores whether Tesla’s strategy of establishing a beachhead in the luxury segment and out-innovating its competitors can trump the challenging fundamentals of the auto industry.”

Tesla went public in June 2010 at a price of $17 per share. Eight years later, the stock was trading at $335, making Tesla the most valuable car manufacturer in the U.S. But the company had only posted two profitable quarters by that point. Investors were skeptical of its long-term viability, and media coverage wasn’t helping: the mass-market Model 3 was woefully behind schedule, lost in “production hell,” while a series of errant tweets by Musk brought SEC scrutiny and an eventual fine. The company has continued along a bumpy road, with a record $312 million of profit between July and September of 2018, followed by a plunge in stock prices, followed by a slump in sales, followed by promises of a driverless taxi fleet by 2020.

Given this wild variability in Tesla’s performance — sometimes a shining example of Silicon Valley potential, sometimes appearing to be on the brink of collapse — investors and industry experts are split on the company’s future. Where does the company stand? What are its prospects in a broader car market experiencing seismic changes?The case study explores these questions, beginning with a broad overview of how automakers, their suppliers, and their customers define one of America’s most fundamental industries. It then provides detailed background on four modern and connected forces powerfully reshaping this market:

Electrification.  In 2017, 200,000 electric vehicles were sold in the United States, a 25% increase over 2016 sales. The trend is continuing, and new business opportunities are emerging.

• Autonomous driving.  Self-driving cars are drawing investment from many giant companies, and the implications are striking. As one industry observer put it: “In the past, cars were primarily about driving and secondarily about content consumption. With autonomous cars, that prioritization will be reversed. Fully automatic cars will be battery-powered living rooms on wheels.”
• Connectivity.  As cars increasingly connect to the internet, old automotive business models are coming into question. The CEO of one Chinese conglomerate suggested that he would eventually be able to offer his company’s electric car for free, earning money instead from services the company sold to customers.
• Alternatives to car ownership.  A 2017 transportation study out of Stanford University predicts that by 2030, 95% of U.S. passenger miles will be served by on-demand autonomous electric vehicles and there will be an 80% drop in private car ownership in the United States.

Against this backdrop, the case study positions the emergence of Tesla — how the company has both driven and responded to these radical evolutions in the automobile market.

According to Sull: “This case is perfect for analyzing an industry in flux, the financial and operational risks of a disruptive strategy, and how to create value by driving up willingness to pay in an industry with limited product differentiation.”

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27 Case Study Examples Every Marketer Should See

Published: September 05, 2024

Putting together a compelling case study is one of the most powerful strategies for showcasing your product and attracting future customers. But it's not easy to create case studies that your audience can’t wait to read.

In this post, I’ll go over the definition of a case study and the best examples to inspire you.

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What is a case study?

Marketing case study examples, digital marketing case study examples.

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A case study is a detailed story of something your company did. It includes a beginning — often discussing a challenge, an explanation of what happened next, and a resolution that explains how the company solved or improved on something.

A case study proves how your product has helped other companies by demonstrating real-life results. Not only that, but marketing case studies with solutions typically contain quotes from the customer.

This means that they’re not just ads where you praise your own product. Rather, other companies are praising your company — and there’s no stronger marketing material than a verbal recommendation or testimonial.

A great case study also has research and stats to back up points made about a project's results.

There are several ways to use case studies in your marketing strategy.

From featuring them on your website to including them in a sales presentation, a case study is a strong, persuasive tool that shows customers why they should work with you — straight from another customer.

Writing one from scratch is hard, though, which is why we’ve created a collection of case study templates for you to get started.

There’s no better way to generate more leads than by writing case studies . However, without case study examples from which to draw inspiration, it can be difficult to write impactful studies that convince visitors to submit a form.

To help you create an attractive and high-converting case study, we've put together a list of some of our favorites. This list includes famous case studies in marketing, technology, and business.

These studies can show you how to frame your company's offers in a way that is useful to your audience. So, look, and let these examples inspire your next brilliant case study design.

These marketing case studies with solutions show the value proposition of each product. They also show how each company benefited in both the short and long term using quantitative data.

In other words, you don’t get just nice statements, like “this company helped us a lot.” You see actual change within the firm through numbers and figures.

You can put your learnings into action with HubSpot's Free Case Study Templates . Available as custom designs and text-based documents, you can upload these templates to your CMS or send them to prospects as you see fit.

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ICHI x Bungie: Marketing Case Study

“Our campaign had to establish that Destiny was entering a new era, both in narrative and tone.”

ICHI, a Keywords Studio, partnered with Bungie to breathe new life into the Destiny franchise and inspire audiences old and new. The result? Universally acclaimed expansion campaigns and a franchise revitalised.

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Supporting quaker work in russia.

2018 is the 200th anniversary of when the marshes around St Petersburg began to be drained by the Quaker Daniel Wheeler. When Tsar Alexander wanted to undertake this project, he contacted the Society of Friends (Quakers) in Britain with a request to send someone to oversee the work. Alexander already had friendly contacts with Quakers and trusted them to find a specialist for this purpose.

After an initial prospecting trip, in 1818 Daniel Wheeler took his wife, family and a group of workers out to St Petersburg.  They settled first in the Okhta region, then at Shushary (now near Pulkovo airport). Wheeler’s work was very successful. He used modern English agricultural methods, drained a large area of marshland, and began to grow crops on it for the St Petersburg market. He also attempted to improve the life of his Russian workforce by building cottages for workers and giving them plots of land.

While in Russia, Daniel’s wife and one daughter died and were buried near the family home in Shushary.  The 200th anniversary has been marked by restoring this Quaker burial ground and consecrating it.

The following news article appeared, in Russian, on 16 March 2018 here  in Gorod Pushkin ( www.gorodpushkin.ru ). You can read more about Quakers in Russia here .

(This is a rough translation from Google Translate – to be replaced)

Yesterday in Shushary they consecrated the place of the restored grave of the family of Daniel Wheeler, an English Quaker, a grain merchant from Sheffield, an ameliorator. In the XIX century, Daniel Wheeler drained over a hundred thousand acres of marshes in the vicinity of St. Petersburg – in Volkovka, on Okhta, in Shushary. For his significant contribution to the amelioration of the St. Petersburg lands, Nicholas I granted a plot of land near Tsarskoye Selo under the Quaker Cemetery.

This year marks 200 years since the beginning of the draining of marshes in St. Petersburg under the guidance of an English meliorator. By this date, the family graves of the Wheelers were restored. The wife and youngest daughter of Daniel Wheeler died in Shushary and are buried there in the cemetery.

The restoration of the grave was financed by the St. Petersburg Charity Fund named after Grachy Poghosyan.

Consecrated place of burial of the Wheelers archpriest of the Church of the Resurrection of Christ in Shushary father Eugene. At the end of the ceremony, a reception was held in the temple complex of Shushary.

The photo of the graveyard is from the news article in Gorod Pushkin .

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