Opinion: Letters - Car purchasing is a lifestyle choice

Your look at automotive lifestyle PR (Features, 23 May) highlights one major issue for motor industry PR - the disconnect between how automotive PR and lifestyle PR function and create value-added impact for brands.

Lifestyle PR is a specialist field based on experience and extent of media relationships in that specific sector, but so is automotive PR. The issue is that lifestyle PR is not understood in depth, and therefore dismissed as a non-runner.

High-end automotive brands have been engaging with lifestyle communications activities for years, exactly because their brands are attractive to lifestyle media.

Your sister magazine What Car? offers new car buyers unrivalled information when it comes to making a new car choice, but it is the GQs of this world that actually influence consumers' brand and aspiration thinking.

Andrew Boyle, head of automotive, Sidhu & Simon Communications.

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