Contents -- Preface -- Introduction -- 01 The car - fashion item or out of fashion? -- How the car lost its advantage - emotional and functional rationales -- Changes in societal values and the role of the car -- The emergence of branded society -- Aestheticization -- Aestheticization of marketing channels: an extension of car makers' corporate identity programmes -- Generational differences and the paradox of car image -- 02 Competition, market structure and global challenges -- Herd behaviour: car makers apply similar strategies -- Being proactive - a sign of competitive and sustainable strategies -- Marketing intelligence and driving markets -- Transparency -- Business overlap - competition gets tougher -- Balancing traditional and emerging countries -- 03 Marketing channels -- Dealers will be necessary for the foreseeable future -- Tensions between car makers, their national sales companies and dealers -- Dealer control and channel power balance -- Manufacturer-owned or franchised dealers? -- Solus, dual or multi-franchising? -- Competition from unauthorized actors -- Model range expansion and complexity -- Push and pull: a key indicator of industry health? -- 04 Car buyer behaviour -- Buyers being less loyal - driving forces and effects -- The shifting power balance between companies and buyers -- Car buyer preferences -- Country differences -- 05 Car cultures -- The car as a cultural expression - a global phenomenon -- History of car culture -- The car and other means of transport -- Differences across countries -- 06 Automobile brands -- Auto brands are very valuable -- The foundation of strong brands -- Strong and weak auto brands -- Weak brands - characteristics and implications -- Stuck in the middle - brands with premium aspirations -- How to deal with weak auto brands -- Brands with a broader purpose give brand extension opportunities.

BMW -- Mercedes-Benz -- The Volkswagen Group -- Porsche -- General Motors -- Volvo -- Jaguar and Range Rover -- Hyundai and Kia -- Ford -- Premium aspiration brands - a difficult position -- The future of premium brands -- Where has Mondeo Man gone? Premium brands going mass market -- Beyond premium brands? Emerging values and consumer attitudes -- The auto brand portfolio -- 07 Sustainable business models -- Sustainability - an absolute requirement in the future -- Avoid focusing too much on customer satisfaction -- Successful marketing communications -- One-stop shopping - a competitive advantage in transparent markets? -- Small-scale or large-scale advantages -- Successful dealer business models -- The car industry: a great place to work? -- Translating good ideas into action: a difficult path -- 08 The car in the future -- Mobility in the future: sustainable and individual mobility -- The self-driving car -- Alternative fuels -- Future purchase criteria - the broader picture -- References -- Index.