1. Visit
evisors.com
to browse all mentors who
can help you with:
• Informational Interviews
• Resumes & Cover Letters
• Mock Interviews
…and more!
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2. Luxury Automotive Marketing
featuring:
Yolonda Brinkley
Former Marketing & PR
Professional at
Hosted by:
Caitlin Quan
Evisors Marketing & Operations Associate
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3. Presenting Yolonda Brinkley
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4. Agenda
1. Automotive Industry Overview
2. Luxury Automotive Landscape
3. Luxury Automotive Trends
4. Luxury Defined
5. Automotive Marketing Careers
6. Q&A
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5. Source: motorintelligence Hosted by: Career Advisors on Demand..com/webinars

6. Luxury Automotive Industry Overview
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7. Luxury Auto Market Share in America
February 2013
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8. Luxury Automotive Industry Trends
Global Focus
• Manufacturers beginning to focus on markets such as Russia and China
• Industry experts are predicting China as the largest luxury market in the future (80% of high
net worth individuals are under 44)
• Daimler was first to sell cars to China via social media using platforms like Twitter
• Audi opened an interactive digital showroom at a Beijing shopping mall
Green Technology
• 64% increase in hybrid sales in 2012
• Fisker Automotive – first premium hybrid electric vehicle, but hasn’t built a car since July
2012; was adversely affected by super storm Sandy and hasn’t reached their sales targets
• Tesla Motors (Model S Motor Trend Car of the Year)
• BMW, Cadillac, Infiniti, Lexus, Lincoln, Mercedes, Porsche all have hybrid cars
Other Trends
• Leasing in the luxury automotive segment is increasing (according to sources at Land Rover)
• Stock levels decreasing due to global demand – just not enough production
• Increase in dealer-bank partnerships to finance vehicles
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9. Automotive Luxury is…
• Getting it right the first time
• Exceeding expectations
• Reaching customers where they are (Lexus focus group at customer’s home
attended by executives)
• Creating a unique ownership experience
• Making lasting impressions/memories (Jaguar & Land Rover events)
• Appealing to baby boomers and Gen Y (products suitable to high net worth
individuals regardless of age)
• Ensuring the brand and the car are memorable to everyone – even aspiring
owners (Aston Martin DB5 & James Bond)
• Enhancing the customer experience by eliminating purchase anxiety
• Finally, luxury is a lifestyle
Audi’s Chief Marketing Officer, Scott Keogh, believes in
“purchase confirmation,” and when asked about the luxury
lifestyle in the 2012 Forbes Special Report Luxury Automotive
Outlook he states, “the truth about affluence is it’s all predicated
on confirmation.”
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10. Luxury Automotive Landscape
(oh the places you’ll go & the people you’ll see)
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11. Automotive Marketing Positions
• Product Manager – responsible for product development from concept to launch.
• Brand/Marketing Manager – responsible for all consumer-facing aspects of the brand
and marketing communications initiatives.
• Customer Relationship Manager – responsible for designing, developing and
implementing competitive owner retention strategies to enable and achieve brand
awareness, consideration, qualified traffic, conversion and retention objectives.
• Retail Advertising/Marketing Manager – manages Tier 2 & Tier 3 retail advertising
programs. Operations of Dealer Marketing Groups (DMGs) include structure, budget
allocation, media and advertising creative and production elements.
• Events Marketing Manager – oversees and executes events nationally and regionally.
• Marketing and Incentives Manager – primary responsibilities are to manage and
enhance the various direct email, electronic and digital marketing programs to improve
service retention and increase parts/accessory sales.
• Social Media Manager – primary responsibility is to support the development, planning
and implementation of the social media strategy that covers marketing, corporate
communications, public relations and consumer relations.
• Digital Marketing Manager – oversee creative layout, look and feel of on-line
advertising and digital promotions and digital lifestyle campaigns working closely with
agency teams.
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12. Connect
Book your one-on-one session with Yolonda at
www.evisors.com/expert/1291
Yolonda Brinkley
Former Marketing & PR
Professional at
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13. Questions & Answers
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14. Questions & Answers
Question 1:
What did your career path look like going
forward within the automotive industry?
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15. Questions & Answers
Question 2:
If you start in the luxury automotive
industry, is it possible to transition into other
similar industries?
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16. Questions & Answers
Question 3:
What are some of the key
skills/characteristics employers in various
luxury industries look for?
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17. Questions & Answers
Question 4:
How important is prior experience in order to
get into the industry?
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18. Questions & Answers
Question 5:
How important is having an
undergrad/graduate degree when trying to
enter the luxury automotive industry?
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19. Questions & Answers
Question 6:
What is the biggest challenge you faced in
the luxury automotive industry?
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20. Questions & Answers
Question 7:
Are there any opportunities to work in the
luxury automotive industry if you are a
strategy consultant?
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