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March 25, 2020

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Carmakers switching to web promos

Automakers are using livestreaming platforms to showcase their latest vehicles, tap new digital marketing channels and boost brand awareness as public-health restrictions curtail traditional offline promotional events.

Land Rover and Cadillac were among the first batch of car brands to test the streaming waters.

Land Rover’s Discovery Sport vehicle was launched via a 30-hour livestreaming event on short video-sharing app TikTok. The number of online viewers reached 158,000 and garnered more than 58,000 comments.

Through exclusive live broadcasts and customized content, a Land Rover official said the company hopes to explore innovative ways to meet consumer demand.

During the recent broadcast, Jaguar Land Rover’s senior executives, instructors and employees talked about their experiences with the brand.

Meanwhile, GM’s Cadillac brand introduced its car rental program on Alibaba’s livestreaming platform Taobao Live. Cadillac officials say they hope to expand beyond traditional marketing models.

The American car brand teamed up with Li Jiaqi, a leading influencer, to introduce its car rental scheme.

“Carmakers are now testing and doing live broadcast trials,” said Zhang Xiaofeng, an independent market analyst. “Presently, it’s hard to say how many sales they can acquire through these new channels.”


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