The car - once everybody's dream and a key status symbol in most countries and cultures - has been extensively questioned in the last decades and in the last few years particularly. Urbanisation, traffic congestion, pollution problems, heavy reliance on scarce oil supplies, safety issues and ever-growing competition, have all provided significant business challenges for the automotive industry. Many car manufacturers have had to fundamentally rethink their design, brand and marketing strategies to thrive in a savvy, consumer-led culture, and markets that are becoming increasingly restrictive in size and opportunity. Auto Brand provides a roadmap to branding and marketing success in the automotive industry from a leading industry expert, featuring case studies from major car brands including Audi, BMW, Holden, Mercedes-Benz, Opel, Porsche, Saab, Seat, Skoda, Vauxhall, Volkswagen, and Volvo. It includes findings from 100 interviews conducted with CEOs, marketing managers, sales managers and sales people, from manufacturer level to small rural dealers, as well as industry experts, policy makers, free-stranding repair shops and professional organizations. Auto Brand is essential reading for marketing managers, sales managers, CEOs, development managers and dealers in all types of companies in the car industry including: manufacturers, national sales companies/importers, dealers, finance companies, insurance companies, free-standing repair shop channels and more. It is the first book to specifically address how to deal with the challenges facing the automotive industry and illustrates how companies can take advantage of new technologies, adapt to emerging trends in consumer behaviour, improve profitability and build even more successful brands in the future.

Insightful case studies of key car brands on a global scale, from Mitsubishi to BMW, VW to Saab, GM to Jaguar Includes unique coverage of the emerging brands and their new domination of the automotive industry in the aftermath of the struggles of many top brands such as GM and Ford Based on original research from a leading consultant to the car industry, the book charts the shift from over 40 leading manufacturers in 1970 to the current 10, providing unique case studies of their successes and failures over the last four decades

About the Author
Dr. Anders Parment is a research fellow at Stockholm University as well as Senior Lecturer in Marketing, Branding and Marketing Communications. Anders is an established brand and business consultant in the automotive industry, with key customers including Audi, Citroen, Porsche, Saab, Seat, Volkswagen and Volvo.

Reviews
"If you are very or even mildly interested in automotive branding and marketing, you need to read this book." * Christopher Sawyer, The Virtual Driver *
"A fine history of the car industry's brands, how they evolved as they met challenges of globalization, and how they changed with growing regulations over safety and the environment. ... a reasoned study recommended for any collection strong in automobile history and culture." * Midwest Book Review, California Bookwatch, The Automotive Shelf *
"Dr. Anders Parment provides many interesting pieces of information about the car industry, the challenges it is facing and what car companies could do to work smarter, understand buyers better, and be better prepared for the future...Few people have such great insights into how the industry is working on a strategic as well as operational level. The book is easy to read and managers in car companies are recommended to read it. A must-read for anybody involved in shaping the future of the car industry." * Editorial Staff, International Journal of Automotive Technology and Management *



Book Information
ISBN 9780749469290
Author Anders Parment
Format Paperback
Page Count 264
Imprint Kogan Page Ltd
Publisher Kogan Page Ltd
Weight(grams) 406g
Dimensions(mm) 234mm * 155mm * 15mm