The automotive industry is fiercely competitive. Every major car manufacturer is on the lookout for aggressively competing to better engage with audiences and become a bigwig in the domain. Among the various marketing strategies used in the world of automobile, music, and collaboration with music stands out.
Marketers are fast becoming aware that music is an effective and rather foolproof way to create personal, meaningful, and valuable affiliations with the right clientele. Music also helps brands to differentiate and carve a unique niche for themselves in a crowded arena.
Moreover, the phenomenon of car and automobile brands collaborating with music artists and leveraging music is not a novel phenomenon. There are popular examples all around us. What are they? Let us find out!
An Overview of Car Brands’ Relation with Music and Music Artists
- Mercedes-Benz, Universal Music Group (UMG), and Apple
Recently, the giant car manufacturer – Mercedes-Benz – have partnered for music in the car. The collaboration is premised on the fact that many recording artists base their approval of a new mix of tracks on how it sounds when played inside a car.
The collaboration promises a new era of in-car entertainment. It enhances Dolby Atmos immersive audio in Mercedes-Benz’s latest high-end 3D and 4D sound systems.
- Toyota Using Music for an Incredible Advert
One of its very popular adverts of Toyota uses music to capture the pure essence and gleeful feeling of singing in your cars. The ad is titled – ‘The Musical City’ from Toyota Yaris Hybrid.
The ad includes a group of city dwellers who are motivated to sing in their car while exploring the exquisite streets of Prague. The street names are replaced with classic pop and rock songs. The drivers are excited to take the next corner and decide what song they wish to sing along.
The jolly advert leverages music to create a very personal connection with the audience. And, truth be told, it succeeds phenomenally well in the process.
- Roll Royce’s British Music Inspiration
The luxury motor company – Rolls Royce – recently announced a series of nine Wraith cars inspired by British music. The collaboration was with some of the most sought-after names in British music’s top rock and vocal artists.
The hand-constructed cars cherished the careers of some British rock and pop clairvoyants and were sold in the later part of 2017. Rolls Royce marketed or rather pegged these vehicles as the ‘ultimate collectors’ items. Thus, infusing more luxury and opulence to its brand, and infusing it with a sense of relatable zing.
So, there we have it, an overview of the history of automobile brands collaborating with music artists and leveraging music. If you have a Volkswagen in Peoria, AZ, you must understand that it has also co-opted music and melody somewhere down the line in its history for better relatability and connection.
Automobile brands have resorted to working with emerging music services, such as SoundCloud to cater to a younger and more hip audience, as well. So, we can expect the future of the automobile-music duo to be exciting.
