Automotive marketers tend to have a U.S.-centric focus in developing plans and programs even though many are working for multinationals operating in a global economy, according to a panel of auto marketers who presented some international strategies and who discussed what they have learned about international marketing at the recent 2012 J.D. Power Automotive Marketing Roundtable in Las Vegas, NV.
It’s important that a company be very selective when choosing new international markets for entry, which requires conducting analysis to find where good markets are; evaluating the value proposition for each region; and finding partners that your company can work with who understand the culture of that market.
Panelists from four independent automotive websites and a multi-franchise automaker also said it’s crucial to tailor the marketing message to the particular market you are entering, rather than just translating your current marketing message to another language. Continue reading ›