One hopes, anyway. Whereas advertising gained’t prevent from a roadside breakdown (it’d, in a roundabout method, get you into that state of affairs), it nonetheless exists on the periphery of the automotive realm, subtly impacting gross sales. If a marketing campaign is profitable, the impression may be greater than delicate. If it’s dangerous, the automaker is out of the blue open to jokes and criticism.
Then the PR varieties within the comms division go to work.
One firm that’s seen loads of motion in each departments within the current previous is Volkswagen. Should you’re unfamiliar with this obscure German model, chances are you’ll keep in mind it as the corporate promoting “clear diesel” automobiles with unbelievable fuel financial system a variety of years again. With that scandal now fading within the rear-view, the trouble to rebrand the corporate as a receptive steward of the earth is properly underway. And the person who’ll lead that cost in America isÂ Saad Chehab, former communications dude for Kia Motors America.
Chehab, fifty two, who left Kia in June, has appeared at VW of America because the model’s senior vice-president of selling. Earlier than his stint at Kia, Chebab held the place of president and CEO of the Chrysler model.
It was throughout his time at Chrysler that Chehad, prodded by former Fiat Chrysler boss Sergio Marchionne, got here up with the thought to tie rapper Eminem (then a recording artist and never a digital recluse) with the type-of latest Chrysler 200, all set towards a prideful Detroit backdrop. You recall the “Imported from Detroit” Tremendous Bowl business, proper?
Saad’s your man.
Now, the exec will try to distance VW from its current position as large lawbreaker and polluter extraordinaire whereas affixing a inexperienced halo over the model. Or will he? Whereas it might make sense to craft a entire new picture for the automaker (one thing which can doubtless happen) provided that there’s a crop of electric automobiles inbound, a current business from the model laid naked the corporate’s wrongdoings. So sudden was the advert, we wrote about it right here. It was courageous and manipulative on the similar time.
With Chehab hanging his identify outdoors the workplace door on August nineteenth, we await to see what advertising coup the brand new arrival crafts for the model. As for VW itself, the automaker fueled its U.S. comeback with a brace of crossovers (one new, the opposite bigger and improved) and a beefier but nonetheless low cost Jetta.
As different automakers shed gross sales within the huge quantity chill, VW is reclaiming misplaced floor. By means of the top of July, the model recorded a 6.1 % gross sales achieve in america, with the Jetta posting a forty three % YTD achieve. The midsize Atlas posted a 31 % hike, with the Tiguan not far behind it at 25 %.
[Images: Volkswagen of America]
– Volkswagen Hires a Marketing Chief to Watch –
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