Edmunds.com Reviews Top 10 Marketing Stories for Auto Industry in 2010
SANTA MONICA, Calif. — December 29, 2010 — What are the most memorable automotive marketing issues of 2010? The economy, the environment and safety engineering were some — but not all — of the key auto industry topics in 2010.
The Top 10 automotive marketing stories for 2010 identified by Edmunds' AutoObserver.com , in order of importance, were:
- Toyota's Struggles: After a major recall early in the year, Toyota launched the biggest incentive campaign in its history but still lost significant U.S. market share for the first time in history.
- Electric Cars: Electrics and hybrid electrics took center stage thanks to aggressive marketing campaigns for the Chevrolet Volt and Nissan Leaf.
- GM Reinvents: With the federal bailout behind it and a new initial public offering, General Motors spent the year reinventing itself with new corporate leadership and numerous new models.
- Ford Gains: Under the leadership of CEO Alan Mulally and CMO Jim Farley — each on the list of 15 Auto Industry Newsmakers of the Year at http://www.autoobserver.com/2010/12/2010-top-15-industry-newsmakers-of-the-year.html — Ford released several spot-on new models and conducted marketing campaigns that resulted in its second consecutive year of significant market share gains, as well as Edmunds.com's Marketer of the Year award described at http://www.autoobserver.com/2010/04/ford-wins-edmundscoms-marketing-breakthrough-award.html.
- Upstarts Take Advantage: Thanks to the recession and challenges with some of the top brands, smaller automakers were able to gain market share. Hyundai had the biggest gain, while Kia, Mercedes-Benz, Subaru and Volkswagen also earned a bigger piece of the pie compared with last year.
- Automakers Use Social Media: This year the auto industry finally began to utilize the power of social media; some automakers conducted winning campaigns, while others simply opened themselves up for public criticism of new products.
- Technology Takes Hold: Convenience technology, such as hands-free cell phones devices, on-board infotainment and auxiliary jacks to operate handheld devices such as iPods, are now a top priority with the majority of new car buyers—and the auto industry has responded in full force by offering a wide array of these features.
- Chrysler Holds On: Chrysler gained about 0.5 percent market share thanks to good marketing campaigns, high incentives and the successful launch of the new Jeep Grand Cherokee.
- Demise of Classic American Brands: This year Ford killed its Mercury brand, while General Motors let go of Pontiac and Saturn, as well as Hummer and Saab.
- Hot Year-End Campaigns: Automakers spent heavily on advertising its year-end promotions, while BMW and Chevrolet, among others, scooped up 2011 Super Bowl ad spots.
For more details on these topics, please see 2010: The Year In Marketing at http://www.autoobserver.com/2010/12/2010-the-year-in-marketing.html. For more on the players behind many of these stories, please see 2010: Top 15 Industry Newsmakers of the Year at http://www.autoobserver.com/2010/12/2010-top-15-industry-newsmakers-of-the-year.html.
About Edmunds.com, Inc. (http://www.edmunds.com/help/about/index.html)
Edmunds.com Inc. publishes Web sites that empower, engage and educate automotive consumers, enthusiasts and insiders. Edmunds.com, the premier online resource for automotive information, launched in 1995 as the first automotive information Web site and hosts the most established automotive community online. Its mobile site, accessible from any smartphone at www.edmunds.com, makes car pricing and other research tools available for car shoppers at dealerships and otherwise on the go. InsideLine.com is the most-read automotive enthusiast Web site. Its mobile site, accessible from any smartphone at www.insideline.com, features the wireless Web's highest quality car photos and videos. AutoObserver.com provides insightful automotive industry commentary and analysis. Edmunds.com Inc. is headquartered in Santa Monica, California, and maintains a satellite office in suburban Detroit. Follow Edmunds.com on Twitter@edmunds and fan Edmunds.com on Facebook at http://www.facebook.com/edmunds.