Although leading luxury conglomerates, automakers and retailers have posted stellar results for the first quarter, there is reason to believe that the rest of 2012 will not be as strong, some experts say.
Land Rover gifted its social media followers with an online magazine that presents brand history and consumer stories to coincide with the British automaker’s 64th birthday.
Approximately 70 percent of affluent male consumers prefer to research and buy on tablets, mobile and computers, opening a door for luxury marketers to take advantage of this growing demographic, according to research from iProspect and comScore.
German automakers Audi, BMW and Mercedes-Benz along with Toyota Corp.’s Lexus are among the top luxury brands searched by Internet users in China, according to the World Luxury Index report.
Automakers such as Jaguar, Land Rover, Range Rover, Rolls-Royce, Bentley and Aston Martin are tapping the growing luxury market in China by releasing new vehicles at the Auto China 2012 car show and relying on press hype and social media to create awareness.
Luxury marketers TAG Heuer and Jaguar stayed consistent in terms of Web site load time in the first quarter of this year likely due to increased image optimization and simplistic homepage design that keeps users engaged. However, a major German automaker fell behind.
Audi announced it will acquire Italian motorcycle manufacturer Ducati in a move that will likely result in an increase of cross-marketing efforts, but experts are unsure whether or not this addition to the Audi family will dilute or strengthen the brand message.
Approximately 33 percent of Millennial consumers are more likely to buy a brand if it has a Facebook page, as compared to 17 percent of non-Millennials, according to a recent study from Boston Consulting Group.
