BRANDS, ASSOCIATIONS, MEDIA AND AGENCIES: THE PERFECT TANDEM TO ENHANCE THE AUTOMOTIVE INDUSTRY’S REPUTATION

When we talk about the automotive sector, one word always comes to mind: uncertainty. And the fact is that we are talking about an industry that is facing numerous challenges in our country, such as the entry of new Chinese players, new and restrictive regulations, other modes of mobility that are growing more and more, etc.  

But if we take into account that, in its entire value chain, the automotive industry contributes approximately 10% of the GDP in our country, making it one of the most stable sectors of our economy, it becomes increasingly necessary to improve its reputation, as this has been deteriorated little by little, even ‘demonizing’ the market.   

In the II Automotive Observatory that we recently organized at ATREVIA, one of the conclusions addressed by the experts from brands, associations and media that participated in it was precisely that need to improve the reputation of the automotive sector, something that is not achieved by simply developing institutional campaigns in collaboration with public bodies, which is what automotive companies and associations have been doing, mainly. 

What do these players have to do to ensure that citizens are also drivers of the sector, and that the real message they want to convey is not diluted? In this sense, collaboration between brands and associations becomes a crucial strategy to prevent negative messages about the motor industry from permeating society with such intensity. In fact, when this type of ‘unfavorable’ messages appear, it is essential that these two actors intervene immediately so that citizens do not only keep the same message, since there are other messages that tend to favor the sector. 

In parallel, the stable and long-term relationship with specialized automotive journalists is also a positive aspect for the reputation of this industry, as they have positioned themselves as the real ‘influencers’ in consumers’ purchasing decisions. These experts continue to provide quality and rigorous content, so, given their credibility, automotive companies and associations should not be ‘unconcerned’ about the relationship with the specialized media, and will have to adapt to the changes they are constantly undergoing.   

 The role of agencies is also of vital importance in all this, since, among other things, they contribute favorably to the trusting and long-lasting relationships that brands and associations must create with the specialized media. They also provide creativity, proactivity, flexibility and speed, satisfying the demands of journalists and, therefore, offering added value to companies and associations. 

The automotive industry is fundamental to our economy, but it is also fundamental to our lives. At the end of the day, we are talking about a sector that allows us to move around responsibly, which improves our quality of life by improving the way we move around. This should be the message that permeates society. To this end, all the agents actively involved in this market – brands, associations, media and agencies – should work closely together so that the automotive industry regains the reputation it deserves. 

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