Automotive Marketing Trend for 2022 – New Discovery From Aurora Creative Consultancy

Making a mark or leading a new Marketing trend is never easy in a fiercely competitive industry like the Automotive industry. Resonating with the prolonged pandemic, what Marketing trends have the Automotive Brands in Vietnam and around the world created to leave their mark in the minds of consumers despite the above difficulties? Let’s find out some of the most outstanding Marketing Trends in the Automobile industry through the report “Automotive Marketing Trends 2021-2022” compiled by Aurora Creative Consultancy – a boutique consultant agency based in Hanoi, Vietnam.

“Automotive Marketing Trends 2021-2022” takes a macro-view of the Marketing activities within the Automotive industry.

The report “Automotive Marketing Trends 2021-2022” conducted by Aurora Vietnam is a summary of the most notable marketing trends during the last prolonged epidemic period. The goal of publishing the report of Aurora Vietnam is to summarize and propose important lessons for Auto Brands (especially in Hanoi and the North of Vietnam) to be able to master current Marketing trends and to stand out by leading the media wave in the short term (end of 2021) and long term (2022 and beyond).

Based on in-depth research on all campaigns conducted by Automotive brands in Vietnam and around the world throughout 2020-2021, the report of Aurora Vietnam shows 11 Marketing trends, with highlights as follows:

Marketing Trend 01: Gen Z – the new target audience of Automotive Brands

In 2020 and especially in 2021, Gen Z is gradually attracting more attention from Automotive Brands. Originally just teenagers in school a few years ago, Gen Z is now an adult and has entered the global workforce.

Although just starting to work, but according to reports from McKinsey, Gen Z’s purchasing power right now is already very influential, with 40% of global shoppers being between the ages of 16 and 24. By 2030, Gen Z is forecasted to become a pioneering force, leading consumption around the world. Understanding the potential of Gen Z as well as the fact that they are the future customers, Automotive brands are developing Marketing trends to attract the attention of Gen Z and gradually conquer the tastes of Gen Z.

Marketing Trend 01: Gen Z is fearless – and they are likely to buy their first car in the next 3-5 years

Compared to previous generations like Millennials and Gen X, attracting Gen Z to Automotive products is more of a barrier. The reason? Gen Z is very interested in environmental and social issues – a point that easily makes them having negative emotions with traditional petrol cars. Moreover, Gen Z, with the ability to access and lead Internet content from an early age, expect Brands to have specific personalities like a person, carrying within them meaningful messages that impact society. Moreover, Marketing content and trends need to appear in a variety of social networking platforms, which are popular places for updating information with these young people.

Marketing Trend 01: TC Motors (Vietnam) targets heavily on Gen Z for the launch of the All-new Hyundai i10 (08.2021)

So, to win over Gen Z, how have major Automotive Brands such as Tesla, Hyundai, Ford, and Mercedes implemented Marketing trends globally and right here in Vietnam? Find out more here.

Marketing Trends 02: xR – Make Event Like Never Before 

In the context of the Covid-19 pandemic which makes it difficult to organize launch events or direct promotional activities, organizing events through Livestream has become a leading marketing trend with most Automotive Brands. Saving costs and streamlining it is, but with all Automotive brands setting foot online, the question is – How can Brands make their events/Live Streams become attractive to attract viewer time on digital platforms? How to win despite direct competition from Brands in the same industry, and moreover, from the Livestream attraction of other products?

Since the end of 2020, xR has emerged as a breakthrough Marketing trend in terms of technology and was pioneered for the first time in the launch event of Maserati’s MC20 supercar. xR was deployed to solve the problem of implementing an unprecedented grandiose event on Digital platforms, to celebrate the 20-year comeback milestone of the legendary Italian Car Brand.

Marketing Trend 02: xR makes the seemingly impossible possible in the launch event of the super Maserati MC20

A blend of AR (Augmented Reality) and VR (Virtual Reality), xR’s app allows visual directors to interact, customize and alter the stage space in real time. This allows Automotive Brands to deploy a variety of impressive and flexible graphic signatures when creating the mood and tone of the show, while ensuring the best visual experience for the audience through their display at home.

Marketing Trend 02: VW making the most out of xR with the launch of their new ID.6 in China

Not only has it been effectively applied internationally, but xR has also quickly become a trend in Vietnam, with BIDV’s pioneering event “Welcome to Smart Banking” taking place in Q2/ 2021. Thanks to the harmonious combination of graphics and the ability to recreate virtual spaces to become surreal, xR has become a key technology in helping BIDV convey seemingly dull information about finance, making it interesting and intuitive to a large audience. To learn more about xR’s performance and how it helps deliver unexpected results for Maserati, BIDV and other brands, learn more here.

Summary

2020-2021 is a difficult time for the Automotive industry – when traditional Marketing activities such as organizing experiential events and Showrooms are continuously interrupted. But those barriers are not enough to make Marketers falter and constantly creating new, more unique and deeper Marketing trends. Aurora Vietnam hopes that through the report, Automotive Brands in Vietnam will be able to always grasp the most up-to-date Marketing trends, with the aim of always riding the media and build the position of the leading brand in the domestic automobile industry. To learn more about how Aurora Vietnam has applied and created the latest Marketing trends to make a mark in the Automotive industry – visit our work on the launch of VF e34 – The first electric car for Vietnamese people. In addition, you can keep up to date with marketing trends in other industries through our other research – visit  Aurora Vietnam’s Newsfeed for more useful information!

As the leading Marketing Consultancy Agency in Hanoi and North Vietnam, Aurora is always ready to work with partners to anticipate and create new marketing trends in the market.

Need unique Creative Marketing solution and overall planning?

A morning coffee get-together can inspire great ideas. Let’s schedule an appointment with us via email hello@auroravietnam.co!