For many Vietnamese consumers, car ownership has traditionally been linked to status and achievement. Vehicles are expected to be new, spotless, and carefully preserved. This mindset often turns a car into an asset to protect rather than a companion for everyday experiences.

Titled “Exploration leaves a mark”, the campaign challenges this long-standing perception. Instead of emphasising technology or specifications, the century-old European brand focuses on how a car is actually used—as a vehicle for exploration, lived experiences, and the accumulation of everyday moments.

In this approach, dirt, scratches, and unfinished journeys are not flaws to avoid but signs that a car is being used as intended. The campaign encourages a more personal relationship between people and their vehicles, reflecting the rhythm of modern life.

The brand film at the heart of the campaign illustrates this shift, showing Vietnamese drivers moving away from treating preservation as an end goal and toward embracing exploration, with the marks left by real experiences as evidence of life on the road.

Following the film launch, the campaign extended to out-of-home executions featuring Škoda’s Kodiaq, Karoq, Kushaq, and Slavia models, each depicted in everyday driving scenarios. While each model addresses different needs, they share a common theme: readiness to move, accompany their drivers, and leave a mark on every journey.

In just over two weeks, the campaign generated more than 182 million impressions, 11.3 million video views, and over one million website visits. Beyond the metrics, “Exploration leaves a mark” prompts a broader rethink of car ownership in Vietnam, suggesting that a car’s true value lies not in remaining pristine, but in the experiences it shares with its owner.

Through the campaign, Škoda emphasises a closer, more human connection between people and their cars—vehicles that not only travel with their owners but also share in the journey of everyday life, leaving a mark along the way.

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First adopted in 1963 for Honda’s vehicle products and business activities, the H-mark has undergone several revisions over the decades.

The updated design retains the familiar form but now alludes to two outstretched hands — a visual expression of the company’s commitment to serving customers. Honda said the redesign accompanies the development of its next-generation electric vehicles, including the Honda 0 Series. The new emblem will begin appearing on electric and hybrid-electric models starting in 2027.

Honda stated that the design shift reflects its focus on innovation. “Honda refreshed the H mark design to express its commitment to the transformation of the company as well as its corporate attitude of going beyond the origin of Honda and constantly pursuing new challenges and advancements,” the company said in the announcement.

Beyond upcoming vehicles, Honda said the new logo will also be used across other customer touchpoints, including dealerships, motorsports, and communication initiatives.

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The establishment of HMY signifies Hyundai’s shift to a more agile and locally attuned business model. The newly formed entity will take full control of brand, marketing, sales, and customer experience in Malaysia, allowing for faster decision-making and a more customer-centric approach. The transition aligns with Hyundai’s global vision to “Progress for Humanity” by strengthening its presence in key growth markets.

“Hyundai has always stood for progress — not just in mobility, but in how we connect with people, communities, and the future,” said Eric Lee, president of Hyundai Motor Malaysia. “With the establishment of Hyundai Motor Malaysia, we are bringing the strength and agility of a global brand closer to home.”

The company has set up its headquarters at Menara Affin @ TRX in Kuala Lumpur’s financial hub and aims to grow its workforce to 100 employees by the end of 2025. Hyundai also plans to develop a strong nationwide dealer network and roll out community-driven initiatives to deepen its local footprint.

In the near term, HMY will launch three new models across the SUV and MPV segments. Furthering its industrial ambitions, Hyundai is partnering with long-time contract assembler Inokom Corporation Sdn. Bhd. to begin local vehicle assembly in Kedah by Q3 2025. Within five years, the facility aims to produce up to seven models, including a mix of internal combustion engine (ICE) and hybrid electric vehicles (HEVs). Around 30% of locally assembled vehicles are expected to be exported to neighbouring markets.

“Malaysia is a market full of untapped potential,” said Jahabarnisa Haja Mohideen, managing director of HMY. “With the highest passenger vehicle demand in ASEAN and strong GDP growth, Malaysia presents the right conditions for long-term investment and innovation.”

Despite the transition, Sime Motors will continue to play a key role in Hyundai’s journey. “We are proud to have contributed to Hyundai’s success in Malaysia and will continue to support its sales and aftersales operations,” said Jeffrey Gan, managing director of Sime Motors, Southeast Asia.

Hyundai is also set to revamp its digital presence, refreshing its website and social media platforms to reflect the new entity. Customers are encouraged to update their contact details to receive timely service reminders, software updates, and ownership benefits.

Looking ahead, HMY plans to expand its aftersales network to 25 outlets by 2030 and introduce system upgrades to enhance customer experience. With Malaysia now a key hub in Hyundai’s regional growth strategy, the automaker is set to drive forward a new era of innovation, sustainability, and customer engagement in the country.

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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.”

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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.”

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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.

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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.

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This initiative is driven by the overarching mission “Driving Humans Beyond,” which encapsulates the commitment to constantly surpassing boundaries, norms, and expectations. 

This development is a component of the broader shift known as Direzione Cor Tauri, the tactical plan that embodies Lamborghini’s new orientation toward sustainability and decarbonization. Building a partnership with the next generation is the goal, providing guidance and inspiration for creative and long-lasting progress. 

In light of this, the House of Sant’Agata Bolognese is making changes to the company brand as a whole, going beyond the cars alone. These adjustments are expected to have an impact on the company’s principles and culture while offering a new look in every aspect of the visual representation. 

The brand-new logo is now used on all of the company’s official channels. It has a revamped, wider Lamborghini typography along with simple colours. Reiterated as the brand’s fundamental colours, black and white symbolise its unique personality, with yellow acting as the accent hue in combination with the addition of gold. 

The company’s new identity is defined by the revamped logo, which will also appear on upcoming automobiles. Notably, there have been notable changes made to the iconic bull that sits in the middle of the emblem. Its importance will be further enhanced when it detaches from the customary shield and stands alone on the company’s digital platforms for the first time. 

A typeface designed by Automobili Lamborghini has been officially created, replicating the angles and contours seen in the brand’s automobiles. This typeface will be the foundation of the business’s communications, in keeping with the aesthetic and style of the Sant’Agata, Bolognese-based enterprise. The revamp also brings a new set of icons that were created in partnership with Lamborghini Centro Stile and will be used consistently for the first time across all digital platforms.

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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.

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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.”

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