Tag: Automobile

Australia – MINI Australia, an automotive brand operating under the BMW Group, has introduced Australian singer Meg Mac as brand ambassador alongside the launch of the new MINI Cooper.

As ‘Friend of MINI,’ Meg Mac will highlight her connection to the brand through sharing her experiences with MINI Cooper in social and digital content. It will show the value of the automotive in her own lifestyle.

The ‘Next Generation’ MINI Cooper features leather-free, chrome-free, and recycled materials. It reflects the brand’s sustainability effort as it has reduced its carbon dioxide emissions by up to 85%. It is also available in both electric and petrol.

Additionally, drivers can set their preferences by customising sounds, lights, and visuals or using the MINI Intelligent Personal Assistant. Its design showcases the blend of the brand’s traditional values and technology.

Meg Mac is the second ‘Friend of MINI’ following interior design expert Neale Whitaker, who is focusing on the promotion of the MINI Countryman.

“Ever since I was a kid I haven’t been able to go for a drive without pointing out every MINI I see on the road, I’ve always been charmed by their classic design. To be joining this iconic brand and in the driver’s seat feels perfect,” Meg Mac said.

Nikesh Gohil, head of marketing for Australia and New Zealand at MINI, commented, “Meg Mac’s artistic integrity and deep-rooted values align perfectly with the MINI Cooper’s strong legacy. We are excited to call Meg a ‘Friend of MINI’ and bring the MINI’s Next Generation range to life through her experiences.”

United States – Automobile brand Honda has launched a new brand campaign called “Unstoppable Dreams”, led by a sixty-second spot that brings to life the Honda “Challenging Spirit” and the idea that resounding success is often the result of failures. 

This campaign spot follows the distinctive journeys of competitors with strong ties to Honda as they pursued their racing ambitions, including the late F1 racing legend Ayrton Senna and current FIA Formula 1 World Champion Max Verstappen.

The inspiring new Honda spot is brought to life by acclaimed director Rupert Sanders and utilises an engaging reverse poem format, so what begins as a disheartening story about failure and giving up reverses course to showcase how personal setbacks can serve as the greatest teacher and catalyst to achieve big dreams.

Moreover, the film’s message is done in a reverse poem format narrated by John Cena, the official voice of the Honda brand.

In this spot, the film features iconic Honda race machines including the 1992 Formula 1® winning McLaren Honda MP4/7A driven by Ayrton Senna and the FIA Formula 1® championship 2021 Red Bull Racing Honda RB16B driven by Max Verstappen, as well as exciting forthcoming products including the Honda hybrid-electric Prelude Concept and the Honda eVTOL (electric vertical take-off and landing aircraft).

‘Unstoppable Dreams’ will be featured across multiple media platforms, from broadcast television and streaming to contextual digital media partnerships, as well as social media to reach a wide variety of audiences. 

Phil Hruska, senior manager for automotive marketing at American Honda, said, “We want to inspire our customers and fans by celebrating those who embody the Honda Challenging Spirit including the almost mythic status of the late Brazilian racer Ayrton Senna and the three-time reigning FIA Formula 1® World Champion Max Verstappen. This new Honda campaign delivers a reassuring message of how determination and self-belief can lead to resounding triumph.”

Kuala Lumpur, Malaysia – Regional car e-commerce platform CARSOME, known for its sales of used cars, has announced its foray into the sale of new cars via a partnership with NETA Auto Malaysia, establishing them as the official trade-in partner for the EV brand in Malaysia. They are also listing the new NETA X Electric Vehicle (EV).

This collaboration marks a significant milestone for CARSOME as it expands its ecosystem to include new car sales, reflecting its commitment to diversifying its offerings and enhancing the car-buying experience for customers.

As part of the collaboration, NETA will be able to complement its existing dealers’ network by leveraging CARSOME’s extensive online platform and customer base, allowing NETA to strengthen its digital footprint.

The MOU was signed by NETA’s Exclusive Distributor, Intro Synergy Sdn Bhd’s (ISSB) Chief Executive Officer (CEO), Farok Maasom, and CARSOME’s Group President and Chief Operating Officer (COO), Eric Chan, witnessed by Dato’ SM Azli SM Nasimuddin Kamal, the Executive Chairman of ISSB and CARSOME Co-founder, Chairman, and Group CEO, Eric Cheng.

Eric Cheng, co-founder, chairman, and group CEO at CARSOME, said, “With the NETA X EV listing on our platform and the partnership with NETA, CARSOME is making a strategic entry into the EV and new car market, underscoring our commitment to providing sustainable and innovative automotive solutions.”

He added, “By partnering with NETA, we can cater to a new segment of buyers looking for high-quality, sustainable transportation options. This partnership not only diversifies our offerings but also enhances the car-buying experience, offering exclusive deals and comprehensive trade-in options that meet the evolving needs of our customers.”

Meanwhile, Dato SM Azli, chairman at Intro Synergy Sdn Bhd, commented, “We are thrilled to collaborate with CARSOME, a leader in the car e-commerce space. This partnership allows us to reach a broader audience and offer our innovative NETA X EV to a new segment of environmentally conscious customers. With CARSOME’s robust online platform and extensive customer base, we are confident that this collaboration will significantly enhance our market presence and drive the adoption of electric vehicles in Malaysia.”

Customers can explore the new NETA X model through CARSOME’s online platform and app, where they can place bookings seamlessly. Additionally, they can visit CARSOME’s PJ Automall, where dedicated NETA customer consultants will assist them throughout their purchase journey. This weekend, visitors to the Autofair in PJ Automall will have the opportunity to view NETA’s range of EVs up close, including the flagship NETA V, NETA X, and NETA GT models.

Singapore – BMW has recently unveiled its its new M5 Sedan model powering into a new era with its first electrified drive system through a new campaign, ‘Duality Untamed.’ 

This campaign not only delves into the dualistic nature of the BMW M5 but also its drivers, showcasing both its dynamic racetrack drive experience and comfort for regular and long-distance travel. 

Moreover, the narrative highlights the vehicle’s electrifying performance and innovative design, unlocking its full potential for drivers.

To capture the essence of this duality, BMW has collaborated with the man of creative extremes, Justin O’Shea. Known for his versatile lifestyle and passion for high performance, O’Shea’s distinct dual persona mirrors the BMW M5 Sedan’s sleek style and power. This partnership brings authenticity and a unique narrative to the campaign–conceptualised alongside Media.Monks.

The ‘Duality Untamed’ campaign will launch globally, with a comprehensive digital and social media strategy targeting BMW’s core markets across EMEA, APAC, and the United States.

“It’s not very often that the personality of the car and the protagonist are so in sync. Although the M5 is a dream car, I tried to stage the film in the here and now, making the dream relatable. Every car enthusiast can relate to becoming a different persona by feeling the power of such a car. This feel is what I wanted to portray. And Justin is the perfect protagonist for that,” said director Knut Burgdorf.

Guangzhou, China – Automotive manufacturer GAC AION has expanded into Hong Kong, opening its first showroom in Hong Kong and marking the brand’s official entry into the market.

The brand launch event in Kowloon Bay featured the introduction of new energy vehicles and highlighted GAC AION’s technological achievements, with GAC’s initiatives to promote the use of electric vehicles(EVs) in Hong Kong. 

During the opening ceremony, Wei Haigang, general manager of GAC International, expressed the company’s commitment to providing the best technology and models to Hong Kong consumers. On the other hand, Gu Huinan, general manager of GAC AION, introduced the company’s development history, core technological innovations, then emphasised the importance of Hong Kong as a crucial point in their global strategy.

These efforts that lean into EV usage are in line with Hong Kong actively undertaking diverse measures for decarbonization and there is a steady rise in new energy vehicle purchases. 

With this in mind, GAC AION plans to open six showrooms within the year, offering competitive products and services to meet the rising demand. Additionally, the company will invest in 1000V ultra-fast charging stations to combat charging infrastructure shortages, targeting 300 public charging stations by 2028.

The Hong Kong market serves as an integral part of GAC Group’s global layout. Using it as a starting point, GAC AION’s plan would be to expedite the overseas layout of new energy vehicles, advance GAC Group’s internationalisation process, and contribute to the realisation of the “Trillion GAC” blueprint. Simultaneously, GAC AION is committed to driving the worldwide growth of the new energy industry.

India – Volkswagen India has partnered with integrated marketing agency DDB Mudra Group for its latest ‘Whatever Diwali Brings You, We Got You’ campaign that explores the chaotic fun of last-minute Diwali preparations.

The new campaign featured a series of digital films that encapsulated the imperfect yet memorable moments of Diwali plans that don’t turn out the way they are supposed to. The humorous storytelling highlights Volkswagen as the key to saving the day.

In the first film, ‘A Decoration Situation, a family attempts to put up the Diwali lights. However, upon realising they picked the wrong size, they immediately made a dash to the store to rectify the situation.

Titled ‘Same Pinch’, the second film, on the other hand, shows a girl finding an unexpected outfit clash with someone at the party. She immediately goes back to change, only to later find out that someone else brought the same gift as hers.

Meanwhile, in the third film titled ‘Forget-me-nots’, a family that’s on their way to celebrate Diwali suddenly makes a swift U-turn after the husband recalls leaving behind the festive gifts. And lastly, in the ‘Tight Spots’ film, a young boy makes a spontaneous trip to buy a new pair of pants when his own pair doesn’t fit him well anymore.

Volkswagen India’s new campaign aims to show the automobile brand’s capabilities to fix last-minute festivity problems in a more seamless and enjoyable way, showcasing the brand’s safety and fun-to-drive features.

The automobile manufacturing brand wanted to depart from the traditional product-centric approach of advertising and transition into more warm, human-centric stories, emphasising togetherness during the festive season.

The campaign aligns with the new brand positioning of ‘You’re in a Volkswagen’ which built robust emotional equity in the market, underscoring the joy of owning a Volkswagen and how it made owners feel when they drove it.

Rahul Mathew, chief creative officer at DDB Mudra Group, shared, “With ‘You’re in a Volkswagen,’ we aimed to capture the various emotions that we unlock in the lives of our customers. So for Diwali, we decided to look beyond the typical festivities and embrace the significance of little moments.”

Shanghai, China – Marking its 120-year anniversary as a global automotive manufacturer, Ford, in partnership with advertising company Wieden+Kennedy Shanghai, launched the ‘Wild At Heart’ campaign, featuring its iconic vehicles such as the Ford Mustang, Ford Bronco, and the Ford Explorer Timberline.

In showcasing how Ford adds adrenaline to everyone’s wild side, Wieden+Kennedy Shanghai created a film centred around a human’s desire to move through the personal life stories of 3 characters who fall in love with movement – and everything that comes with it.

The film showcases a coming-of-age story told from the 1990s to the present day, following the characters who meet their match with a Ford vehicle, specifically highlighting each character’s desire to go wild, be free, and feel the thrill.

Zhong How, creative director at Wieden+Kennedy Shanghai, said, “We all grew up with the desire to move. From your first step to your first bike to your first car. These are moments filled with excitement and thrill. Ford really understands that and wants you to feel and embrace it.”

Meanwhile, Aier Xu, creative director at Wieden+Kennedy Shanghai, also mentioned,  “We have so many up and coming local vehicle brands in China nowadays, it’s crucial for Ford as a foreign brand to show its strong relevance with this market, that’s why we chose to go for an emotional approach as opposed to talking about functions and features.”

Mumbai, India – Global automobile brand Mahindra has announced a new sonic identity dedicated to its new lineup of electric vehicles. For the car brand, the new sonic identity aims at embodying Mahindra’s pursuit of sustainability and caring for the planet, resonating with the brand’s commitment to innovation and excellence.

The new sonic identity, conceptualised alongside music composer AR Rahman, extends far beyond the brand anthem, encompassing over 75 unique sounds tailored for various aspects of Mahindra’s forthcoming all-new portfolio of global electric SUVs. 

These sounds include interior and exterior drive sounds, experience zone modes, infotainment cues, and functional signals such as seat-belt alerts and turn indicators. Each sound has been meticulously crafted to align with Mahindra’s brand and connect with the customers through music and lifestyle.

The goal for this sonic identity was to mix cutting-edge tech with a harmonious in-car experience, simulating vehicle sounds while keeping passengers attuned to their driving mode. This formed a harmonious blend that captivates the soul and complements visual enhancements such as active ambient lighting and high-resolution animations.

In addition to this launch, Mahindra also teamed up with electronics company HARMAN and Dolby Laboratories to bring Dolby’s Atmos® Audio to Mahindra’s electric vehicles.

Rajesh Jejurikar, executive director and CEO of auto and farm sectors at Mahinda & Mahindra, said, “We are delighted to have AR Rahman, a global music celebrity and Academy Awards winner, collaborate with us to create a sonic identity and brand anthem for Mahindra’s forthcoming range of all-new Born Electric Vehicles.”

He added, “The sounds reflect a musical extravaganza that embodies our brand’s heartbeat, values, and vision. The new sonic identity and brand anthem marks a significant step in connecting with our new age customers through the universal language of music.”

Meanwhile, Rahman commented, “When I see innovative electric vehicle designs abroad, I often wondered why India hadn’t’ yet taken that leap. Collaborating with Mahindra changed that perception for me. Beyond their remarkable designs, they valued my insights on the sonic experience, emphasizing both empowering experience and the immersive feel of being in an eco-friendly, silent SUV at par with the best in the world.”

He added, “Our partnership goes beyond merely crafting sounds; it embodies the essence of an Indian innovation at par. While I’ve used instruments from Japan, America, and Europe, witnessing India emerge as a leader with pioneering innovations fills me with immense pride. In collaboration with Mahindra, our aim is to deliver a sonic experience that’s both global and uniquely Indian – a sound that resonates with pride and celebrates India’s significant transformation.”

Singapore – Global automobile brand Audi has unveiled its immersive ‘House of Progress’ showcase in Singapore, which presented Audi’s unique perspectives on the future of sustainable and premium mobility.

The Audi grandsphere concept was showcased for the first time in Singapore, alongside an immersive instalment centred around Audi’s electric vehicle line-up including the new Audi Q8 e-tron and Q4 e-tron. 

The ‘House of Progress’ will also host a series of thought leadership panel discussions featuring industry leaders across STEM, business, and sustainability areas. These sessions will facilitate conversations and uncover insights around effective leadership, breaking corporate barriers, and mainstreaming Greentech, amongst others.

Additionally, in partnership with the ‘House of Progress’, Semi Permanent Festival of Creativity & Design will also host a series of events starting with City Utopia, a capsule edition of its flagship creativity and design festival. The event is expected to bring together leading innovators including designer, director, and BAFTA-nominated producer Liam Young.

“Advancements in electric vehicle and autonomous technology have been transformative for designers, who are no longer limited by traditional constraints. Inspired by a first-class flight, the Audi grandsphere concept combines luxury air travel with Level 4 autonomous driving. It realises a vision where form and function integrate beautifully, presenting an uncompromised ideal for future D-segment vehicles.” said Jason Battersby, exterior designer at Audi AG. 

Marc-Andreas Brinkmann, director of experiential marketing at Audi AG, also commented, “Audi is poised for one of the biggest transformations in recent history around electric vehicles, autonomous driving and shared mobility.”

He also mentioned that the showcase delivers Audi’s unique roadmap for the future of electromobility through a multi-layered and engaging experience.

Markus Schuster, managing director at Audi Singapore also said, “House of Progress demonstrates Audi’s overarching commitment to electrification and premium mobility, and this will cascade across the coming months as we expand our electric vehicle offering in Singapore.” 

Spanning from March 31 to April 6, the showcase will host an extensive series of events in partnership with luxury consumer brands The Hour Glass, Bang & Olufsen, and Bolia. This includes workshops, exclusive customer engagement sessions, panel discussions, product showcases, and VIP networking sessions.

This follows Audi Singapore’s video series called ‘Igniting Conversations with Futurists of Singapore’, a six-part series that celebrated the inspiring stories and aspirations of six local changemakers through conversations.