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Vauxhall turns back on traditional media

By George Chapple

Mouse cursor pointing at the words 'social media'

Car manufacturer Vauxhall is rejecting traditional media channels in favour of digital and social media to launch its latest electric vehicle, according to marketingmagazine.co.uk.

Alain Visser, vice president sales, marketing and after sales for Europe, Opel, spoke to reporters at this week’s Geneva motor show and said that Vauxhall plan to focus on digital and social media marketing to launch the new Ampera.

Visser explained that the car industry has got itself into bad “habits”, and is now over-reliant on traditional media. He commented: “[The industry] has found it difficult to move away from traditional television, magazines and billboards. I’ve told our marketing people and the agencies we use to throw all that away.”

The new car will go on sale early next year, and the marketer has briefed agencies to come up with a “big ideal” to signify the importance of the Ampera.

Vauxhall have already launched a new website, which informs consumers about the battery life and range of the vehicle. The site is also set-up to direct traffic to the Ampera Facebook and Twitter pages.

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