Marketing

Acura's Ikeda recalls when marketing went adrift

In a quest to establish itself in a world that grew to include Lexus and Infiniti, the brand chief says Acura went down a "wandering road" where it lost touch with its roots.

UPDATED: 5/22/18 4:18 pm ET - adds CR statement, details
Musk admits Tesla Model 3 braking issue, promises fix

Tesla CEO Elon Musk admitted there was a braking issue with the Model 3 sedan, pointed out by Consumer Reports, and said it can be fixed with a firmware update.

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MORE MARKETING NEWS SALES DEALERS
Auto shows scramble to remain relevant

BMW's decision to unveil a car in a video game illustrates how the digital era is transforming the way automakers introduce vehicles, forcing Detroit and other big auto shows to figure out how to stay relevant.

How the extravagant Tokyo show lost its mojo

Back in its crazy, hazy heyday, the Tokyo Motor Show was the place to be. Even after Japan's economic miracle deflated in the late 1990s, the show sustained much of its allure. But then it was unceremoniously knocked off-kilter by a brutal one-two punch.

The long and painful birth of Genesis

As thorny as Genesis' retail rework has been, the U.S. dealer showdown is just one of many trials testing global brand chief Manfred Fitzgerald as he births a luxury brand. Zoom out to the global scale, and Genesis is clearly a work in progress on other measures, too.

Can tamer TrueCar be true to itself?

Under Chip Perry, TrueCar is not a different company, but it's a very different brand, casting itself more clearly as the friend of the auto dealer. In the process, TrueCar gave up some of what made it distinctive in a sea of lead generators.

Mazda picks up a German accent

While Mazda can't pass itself off as a luxury brand, the mix of quality, handling and design have proved potent enough to draw upscale consumers who drive German cruisers.

Lincoln's unlikely comeback journey

In mid-2011, a rival CEO snidely suggested someone should "sprinkle holy water" on Lincoln. But instead of planning for a funeral, the brand's executives were quietly crafting a plan that would eventually lead Ford's luxury marque back to relevance.

Automakers got game

Some of the world's biggest automotive badges are affixed to marketing vehicles — professional sports stadiums in particular.

COMMENTARY: Douglas A. Bolduc
A quest to ban banality

Former BMW chief designer Chris Bangle has strong feelings about the future of car design. He believes companies should be doing more to stand out from their rivals. This includes doing away with something he was once in charge of at his former employer: establishing a common design language for the entire brand.


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