Perspectives
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Most automotive marketing problems have more than one solution. These are ours. If they resonate with you, we should probably chat.
Breaking into automotive: How the right Go-To-Market strategy can get you in
A capable software company decides to enter automotive. The product performs well in other sectors. The sales narrative is refined. Early meetings with automotive teams are positive. Interest is genuine… and then momentum slows.
For companies new to the sector, this is disorientating, as the product solves a real problem and is a proven success in other industries, but the sale simply did not happen. To understand why, it helps to understand what the automotive industry has lived through over the past decade.
Automotive Startups: Why OEMs and suppliers hesitate after good meetings
Most automotive startups can generate interest. Early conversations are often positive, meetings are easy to secure, and feedback tends to sound encouraging. What founders struggle with is what happens next. Progress slows, follow-ups stretch out, and pilots that once felt so close suddenly lose momentum. Your emails simply stop getting responses.
Why? Because the decision to proceed feels difficult for the buyer to justify internally.
Car Dealers: How classic car dealers turn credibility into profit
Classic car buyers rarely struggle to decide what model they like. By the time they speak to a dealer, they already know the car, have read the history, followed auction results, joined owner groups, and formed strong opinions.
What they are deciding is whether they can justify this car.
That distinction matters. Most classic car marketing still sells the idea of the model, but buyers are weighing condition, provenance, correctness, known issues, how much they trust the business selling it and whether this car speaks to them. When marketing stays at model level, buyers are left to do the hardest part of the work themselves. And when buyers have to fill in gaps, hesitation follows, browsing continues, and the dealer whose messaging is doing the heavy lifting for them, gets the sale.
Restomod Marketing: Exceptional craftsmanship is no longer enough
Most restomod buyers are making one of the largest discretionary decisions they will ever make. Prices are high and lead times long, and buyers treat this purchase as both an emotional and a technical commitment. Clients are committing significant money and time to something that exists only as a dream when they place their commission. That makes the decision less about desire and more about trust. A buyer is not just choosing a car. They are choosing a company they believe can deliver consistently, manage complexity, and still feel in control months or years down the line.
This is why restomod marketing is not primarily about excitement. It is about confidence. Buyers need to feel that the business behind the car is stable, deliberate, and capable of repeating the standard they are being shown.
For many restomod brands, the risk is not product quality. It is that their messaging does not make that level of competence obvious.
Tier 1 Suppliers: How to market complex products to OEM buyers
Automotive supplier products are often complex, but complexity is rarely why OEM decisions stall. OEMs hesitate because they are balancing risk, integration effort, and internal accountability.
You are not selling to one person. You are selling into a group that carries shared risk. Engineering wants confidence in performance and integration. Procurement wants confidence in cost, supply, and long-term exposure. Programme teams want confidence in timing and support. Quality teams want confidence that you have done this before and will still be there when something goes wrong. And none of them want to be yelled at for picking the wrong product.
Motorsport Suppliers: How to use brand heritage to win sales
Motorsport heritage is not a timeline. It’s proof that your brand performs under pressure.
Heritage works when it reduces buyer uncertainty. It turns “we’ve been around a long time” into “this company knows what failure looks like and designs specifically to avoid it.”
If your heritage is just a timeline on your website, you are leaving value on the table. Not just in how much your product is worth, but how much your company is worth. Buyers don’t pay more for nostalgia. They pay more for confidence, and to share in your capability.
Autotrader: How to reduce your days-to-turn
Days-to-Turn is not a marketing problem. It is a working capital problem that marketing can fix. If you pull the right levers, it can be fixed fast.
Every extra day a car sits online is money locked up. It is also attention leaking away. The longer a vehicle hangs around, the more likely it is that your team starts making quiet compromises. The photos stay as they were. The description stays generic. The price gets nudged down in small steps because someone feels they should do something, even if they are not sure what.
That is how good stock becomes dead stock, and it can happen fast!
Automotive Consultancies: How to survive OEM budget cuts
When budgets tighten inside OEMs, automotive consultancies are often the first line item to be questioned, because it is far, far easier to pause external support than cut internal headcount.
Suddenly projects get delayed, scope is reduced, spending gets deferred and your emails stop getting replies. From the outside, consulting looks flexible, but from inside the OEM, you start to look optional. You’re a luxury they can’t afford…