Winning the automotive powertrain race - The frontline role of marketing & sales

2009

Most automakers have already put considerable effort into developing technologies such as hybrid and electric vehicles. However, many focus exclusively on technology, overlooking the frontline role played by marketing and sales. These players are missing an opportunity to gain a competitive advantage.

The current situation calls for action. Customer demand is shifting in favor of environmental issues, but many companies' communication and marketing activities fail to differentiate between brands. As a result, established players risk losing their status as technological innovators and many consumers lack orientation in the market.

Toyota, plus a few new niche players like Tesla and Better Place, stands out from the crowd. They show that it is possible to raise public awareness, establish an attractive image and forge effective partnerships. This is putting additional pressure on incumbents.

Automakers must react now to today's market conditions. They must fully integrate the new powertrain technologies into their strategic planning and cycle plans. Sound marketing and business strategies for cars with alternative powertrain technology are key to unleashing the full potential of automakers and their brands.