Luxury Automotive Marketing


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Luxury Automotive Marketing

  1. 1. Visit to browse all mentors who can help you with: • Informational Interviews • Resumes & Cover Letters • Mock Interviews …and more! Hosted by: Career Advisors on
  2. 2. Luxury Automotive Marketing featuring: Yolonda Brinkley Former Marketing & PR Professional at Hosted by: Caitlin Quan Evisors Marketing & Operations Associate Hosted by: Career Advisors on
  3. 3. Presenting Yolonda Brinkley Hosted by: Career Advisors on
  4. 4. Agenda 1. Automotive Industry Overview 2. Luxury Automotive Landscape 3. Luxury Automotive Trends 4. Luxury Defined 5. Automotive Marketing Careers 6. Q&A Hosted by: Career Advisors on
  5. 5. Source: motorintelligence Hosted by: Career Advisors on
  6. 6. Luxury Automotive Industry Overview Hosted by: Career Advisors on
  7. 7. Luxury Auto Market Share in America February 2013 Hosted by: Career Advisors on
  8. 8. Luxury Automotive Industry Trends Global Focus • Manufacturers beginning to focus on markets such as Russia and China • Industry experts are predicting China as the largest luxury market in the future (80% of high net worth individuals are under 44) • Daimler was first to sell cars to China via social media using platforms like Twitter • Audi opened an interactive digital showroom at a Beijing shopping mall Green Technology • 64% increase in hybrid sales in 2012 • Fisker Automotive – first premium hybrid electric vehicle, but hasn’t built a car since July 2012; was adversely affected by super storm Sandy and hasn’t reached their sales targets • Tesla Motors (Model S Motor Trend Car of the Year) • BMW, Cadillac, Infiniti, Lexus, Lincoln, Mercedes, Porsche all have hybrid cars Other Trends • Leasing in the luxury automotive segment is increasing (according to sources at Land Rover) • Stock levels decreasing due to global demand – just not enough production • Increase in dealer-bank partnerships to finance vehicles Hosted by:See the rest at
  9. 9. Automotive Luxury is… • Getting it right the first time • Exceeding expectations • Reaching customers where they are (Lexus focus group at customer’s home attended by executives) • Creating a unique ownership experience • Making lasting impressions/memories (Jaguar & Land Rover events) • Appealing to baby boomers and Gen Y (products suitable to high net worth individuals regardless of age) • Ensuring the brand and the car are memorable to everyone – even aspiring owners (Aston Martin DB5 & James Bond) • Enhancing the customer experience by eliminating purchase anxiety • Finally, luxury is a lifestyle Audi’s Chief Marketing Officer, Scott Keogh, believes in “purchase confirmation,” and when asked about the luxury lifestyle in the 2012 Forbes Special Report Luxury Automotive Outlook he states, “the truth about affluence is it’s all predicated on confirmation.” Hosted by:See the rest at
  10. 10. Luxury Automotive Landscape (oh the places you’ll go & the people you’ll see) Hosted by:See the rest at
  11. 11. Automotive Marketing Positions • Product Manager – responsible for product development from concept to launch. • Brand/Marketing Manager – responsible for all consumer-facing aspects of the brand and marketing communications initiatives. • Customer Relationship Manager – responsible for designing, developing and implementing competitive owner retention strategies to enable and achieve brand awareness, consideration, qualified traffic, conversion and retention objectives. • Retail Advertising/Marketing Manager – manages Tier 2 & Tier 3 retail advertising programs. Operations of Dealer Marketing Groups (DMGs) include structure, budget allocation, media and advertising creative and production elements. • Events Marketing Manager – oversees and executes events nationally and regionally. • Marketing and Incentives Manager – primary responsibilities are to manage and enhance the various direct email, electronic and digital marketing programs to improve service retention and increase parts/accessory sales. • Social Media Manager – primary responsibility is to support the development, planning and implementation of the social media strategy that covers marketing, corporate communications, public relations and consumer relations. • Digital Marketing Manager – oversee creative layout, look and feel of on-line advertising and digital promotions and digital lifestyle campaigns working closely with agency teams. Hosted by:See the rest at
  12. 12. Connect Book your one-on-one session with Yolonda at Yolonda Brinkley Former Marketing & PR Professional at Hosted by:See the rest at
  13. 13. Questions & Answers Hosted by:See the rest at
  14. 14. Questions & Answers Question 1: What did your career path look like going forward within the automotive industry? Hosted by:See the answer at
  15. 15. Questions & Answers Question 2: If you start in the luxury automotive industry, is it possible to transition into other similar industries? Hosted by:See the answer at
  16. 16. Questions & Answers Question 3: What are some of the key skills/characteristics employers in various luxury industries look for? Hosted by:See the answer at
  17. 17. Questions & Answers Question 4: How important is prior experience in order to get into the industry? Hosted by:See the answer at
  18. 18. Questions & Answers Question 5: How important is having an undergrad/graduate degree when trying to enter the luxury automotive industry? Hosted by:See the answer at
  19. 19. Questions & Answers Question 6: What is the biggest challenge you faced in the luxury automotive industry? Hosted by:See the answer at
  20. 20. Questions & Answers Question 7: Are there any opportunities to work in the luxury automotive industry if you are a strategy consultant? Hosted by:See the answer at
  21. 21. Get the latest updates on upcoming webinars by following us: Register for live webinars and view all our recordings at: Hosted by:See the rest at