Guest commentary: How auto brands can transform the consumer experience

The solution lies in merging experiential and educational moments, turning facts into feelings.

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Mercedes-Benz pivots focus to lower-priced models to drive U.S. sales in 2024

Mercedes-Benz to veer from high-end models and EVs in hopes of topping 300,000 in U.S. sales this year.

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How Toby Keith helped Ford stay afloat during 2008 financial crisis

The late country music singer agreed to continue his long-running partnership with Ford for a fraction of the pay when it needed to cut costs.

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Rivian hires marketing chief from Meta after signing execs from Apple, Porsche and Stellantis

The new CMO, Jennifer Prenner, has held posts at Meta and Amazon. She joins recent executive hires from Apple and Porsche as Rivian prepares to present its R2 platform for future models in March.

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NIL deals with college athletes boosts Houston dealership's business

Chastang Ford has been able to support star athletes at the University of Houston via name, image and likeness deals, helping to boost the dealership's reputation in the community.

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Volkswagen Super Bowl LVIII commercial is ‘an American love story'

After a decadelong absence, Volkswagen is set to return as a Super Bowl advertiser and will use an emotional pull, teasers indicate.

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Buick prepares new campaign to advertise updated lineup

Buick's four-vehicle portfolio in the U.S. will be fully freshened or redesigned by the end of 2024.

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Lucid turns to Saks Fifth Avenue for test drives, marketing

As some EV startups recruit U.S. dealers for retail help, Lucid is partnering with Saks for Air sedan test drives and marketing. Air sales fell 10 percent in the fourth quarter to 1,734 despite generous promotions.

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Overheard: Fixed ops deserves its own marketing push just like variable

Dealership service and parts departments deserve marketing attention similar to the sales side, said April Simmons of Horne Auto Group on InteliChek's "The Multi-Point Inspection Podcast."

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