MARKETING MIX: News of the world

Start your engines

The motor industry is always a good place to look if you want to know

what's happening in the world of marketing. Judging by these examples,

it seems that this sector is finally becoming more experimental in its

approach.

Volkswagen's new model, Lupo, has been launched with techniques more

commonly associated with trendy fashion and musical bands: cryptic

street stencils and flyposters have blazoned its name and that haunting

head around town, while its web site doesn't even disclose its links to

VW.

Nissan has similarly taken a leaf out of youth marketing's obsession

with substances and medications, framing the new V6 Altima as 'the cure

for the common car', and focusing on the car's details and accessories

rather than its overall look.

In Japan, Yamaha has started promoting its brand independently of its

motorbikes. It has opened Ex'Realm, its own unbranded store that

encompasses a cafe, exhibition space and retail space for edgy new

brands - but no motorbikes or musical instruments. Let's see Ford follow

this...

This article was first published on Marketing