Automobile Marketing: 3 Highly-Effective Examples of World-Class Copywriting Car Startups Can Use
Did you know? The automobile industry, also known as the automotive industry, generates huge revenues each year and is one of the largest industries on earth. Financially, billions of dollars are invested in research and development for automobiles each year in Europe.
In Asia, more than 8 million cars are produced each year in Japan (as of 2019). And although Japan’s Toyota Motor Corporation takes the lead in Asia’s automobile industry, China keeps its place as the Asia Pacific (APAC) country with the largest car market.
Another cool fact: Malaysia is the third largest automobile industry in Southeast-Asia. Certainly, cars and other local vehicles have given many Malaysians jobs and have contributed to Malaysia’s overall economic well-being.
Now that we’ve given you these cool facts, you might be thinking what in the world you’ll benefit from learning about the automobile industry. The answer is simple: cars are a big market, which means a lot of marketing, advertising, and copywriting are being invested in selling cars. Hence, a lot can be learned from the marketing that’s being done in the automobile industry.
Get ready to feast on writing strategies copywriters have used to help sell cars.
If no one has ever shared with you copywriting inspiration from the world of automobiles, let that be us— we hereby give you our list of 3 sleek examples of copywriting from the automobile industry that can be used to enhance your car company.
1.MINI
MINI cares about how everyone will lead their lives in the future.
In their 2019/2020 magazine issue titled “The Character”, British-founded and German-owned trademark car MINI certainly left an impression. With over more than 50 pages of writing, this issue was written as a way to inspire people not just to fall in love with MINI’s cars, but to remind people that at MINI, it’s not just about great vehicles. In fact, what truly matters to MINI is the future of society. In their introduction, they posed questions such as the following: “What drives us as an urban society? How do we want to live in the future? Housing? Work?”
Although those questions may seem unrelated to what cars are about, those questions have been chosen by MINI as their brand story. Whenever people see a MINI on the street, they want people to remember that it’s not just a car— it’s a car that cares about the entire aspect of their future.
Does your brand care about everyone’s future in a holistic way, like MINI? Or maybe it’s something else that your brand cares about, and that’s okay.
And of course, if you ever decide to publish magazines or e-books to feature your brand, remember to include stunning images of your product, just as MINI did for their Character issue. Our team at Tinker Society specializes in creating customized graphic designs for brands, including car brands keen on improving their automobile marketing.
2. Ford
Ford understands the power of “captions” and words on social media.
You might be surprised that the old American automaker company Ford has a pretty large following on Instagram (that’s most likely thanks to the people managing their Instagram account— hint: let us manage your Instagram account). Head over to Ford’s Instagram account and you’ll discover that they’ve done these things right:
- A descriptive bio that captures their brand identity
- Jaw-dropping pictures of cars and only having cars as the center of attention (very few of their posts feature human beings)
- Brief yet attractive captions (or ‘copy’) to accompany their pictures
Examples of how Ford captions their pictures on Instagram:
- Remember to take your vitamin d-rive.
- Just as rugged as it is refined.
- An SUV built for the thrill-seeker, the sightseer and the day-tripper.
- Road trips made easy.
- Your escape awaits.
- Our Super Duty trucks have undergone 20 million miles of testing. That’s why the Americans we all depend on can depend on us.
- After 117 years of building in this country, the Ford Motor Company is no stranger to change. We stand with Americans to turn change into progress.
Indeed, the social media specialists behind Ford know that words help bring out a picture i.e. copy and design co-exist. After all, everyone might end up interpreting a picture in their own way, which makes words not only an added layer of persuasion but necessary when displaying pictures— Just like how art pieces in museums are accompanied by audio guides and captions (also known as museum labels).
Need additional assistance with crafting sentences for your brand on social media? Sign up for a free consultation with us at Tinker Society and let’s look forward to increasing your online sales traffic.
3. BMW
BMW targets its audiences specifically. Germans are more likely to value freedom, so BMW’s commercial for Germany focuses on this.
Founded in Munich, Germany in 1916, BMW stands for Bayerische Motoren Werke and remains as one of the world’s most beloved luxury vehicles companies. Aside from their show-stopping car designs, they’re also known for producing parts for their vehicles that date back to the 1940s, making it possible for those who possess older versions of BMW vehicles to find a replacement part. More importantly here, great copywriting is a central feature of their marketing strategy, as evidenced by their suspenseful, movie-like commercial that was released only a few years back.
Towards the end of this commercial (that’s “based on a true story”), along with touching music, the following words were displayed:
“In 1964, nine people found freedom in West Berlin.
With the help of a BMW Isetta.
Freedom and independence.
For all next generations.”
Clearly, this 3:51-long video was filmed to resonate with their German audience, who understand the value of freedom due to their shared history of being separated from their loved ones during the era of the Berlin wall. By paying attention to the emotions involved with that specific era and simultaneously placing the BMW Isetta as a savior, BMW reminds citizens of Germany of two key messages: a) that freedom is everything, and b) BMW cares about their freedom.
What better way to stand out than to show that you care about peoples’ values?
Conclusion
Pablo Picasso once said: “Good artists copy, great artists steal”. Meaning, you may not make cars like MINI, Ford, and BMW but you sure could steal some of their copywriting strategies— be it words from their magazines, social media accounts, or video advertising.
Whatever you do, try not to ignore these great copywriting tips, which you can find not just in their magazines, advertisements, and social media, but on their websites and billboards too.
Still not convinced that copywriting is essential to your business? Speak with us today for free and we’ll show you.
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