Auto dealers have taken a dark and narrow path in recent months to the Covid-19 pandemic. They have tried, seriously, to respond to persistent anxieties while still attracting customers. The end result was a drop in sales. However, automakers are expressing optimism at a time when many state economies are open and summer marketing efforts are underway.
The question is: which brands attract consumer attention? YouGov tracks the advertising knowledge of thousands of brands every day, asking Americans “which of the following classified ads has you noticed an ad for in the last two weeks?” The metric is provided as a percentage.
Using this as an indicator, these five brands have seen the biggest jumps in brand awareness:
Buick
Buick saw the largest month-to-month gain of notoriety, with 9.9% of Americans reporting seeing an ad for the automaker last month, an increase of 2.9 problems in the last period. It turns out that Buick has moved away from the tug-of-war and is focusing on classic messaging around the launch of his new small Encore GX SUV.
Ram
RAM trucks have also noticed a strong build-up of advertising attention recently when launching their “Miles to Make Up” spot, highlighting the missed opportunities while the global blocked without mentioning it directly. “We all have miles to go,” the voiceover says, “from miles to the structure site, the camp and everything we’re turning to.” The brand’s ad rating increased by nearly two points.
Land Rover
In its most recent television ads for Range Rover Sport and Discovery Sport, Land Rover relies on the physical functions of cars without alluding to the pandemic or related difficulties. Land Rover’s ad rating has increased through nearly two problems among Americans.
Mazda
With her “Say Hello to the World Again” campaign, Mazda is trying a sophisticated pandemic technique. In one of his national TELEVISION ads, the camera travels through an empty space: a deserted blanket, half-cut homemade bread, a computer open next to a half-finished puzzle, before a voiceover declares: “Everything’s still there.” Month by month, the logo recorded a 1.5-point build-up on American advertising awareness.
Nissan
Nissan marketing has been active in the last month. The brand put Brie Larson in the driver’s seat of its latest TV spots for its new Sentra model. Nissan also weighed in on the national conversation around race with a spot featuring “Black talent, whose innovation excites us today and into the future.” Nissan saw a 1.4-point month-over-month increase in its advertising awareness.
Although these brands have surpassed others, the overall increase in notoriety remains quite modest. YouGov’s knowledge shows that the average knowledge of car manufacturers’ advertising as a total has decreased by approximately 3% since this era in 2019. Automakers want to be informed about new tactics to communicate the pandemic to consumers to attract the attention of potential consumers and enter physical or virtual showrooms.
Graeme Bruce is a business knowledge reporter for YouGov.
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This article refers to: North America, Automobile, Coronavirus, YouGov, TV, Advertising, Advertising, Automobile, Brand
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