The aroma of wine is also afraid of the dark alleys, and marketing plays a very important role. Car companies have many marketing plans, one of which is asking celebrities to endorse their products. Celebrities have traffic, easily attract consumers' attention, and can help car companies promote their models. Therefore, it is not uncommon for car brands to invite celebrities to endorse their products in the automotive industry.
However, recently, car companies seem to have become more cautious in terms of celebrity endorsements. The style of the celebrity spokespersons they invite has changed, and they increasingly prefer powerful "old entertainers", such as Lynk & Co and Aaron Kwok, Avita and Tony Leung, Lan Pictured with Bosco Bosco, Chang An Qiyuan, Jay Chou, etc. There are multiple considerations behind the change in the style of celebrity marketing by car companies.
Old artists are more favored by car companies
Celebrity spokespersons invited by car companies are often because the celebrity's temperament and image match the tonality of the brand and model. Everyone knows the celebrity effect, and the appeal brought by traffic stars is indeed huge. It is also common for the automotive industry to look for traffic stars or industry celebrities who suit the temperament of its products to be image ambassadors.
Aaron Kwok, who signed a contract with Lynk & Co, is a top player in the entertainment industry, a powerful player, and a racing driver. The Lynk & Co brand has technical support from Volvo, and its overall strength has reached a very high level. Its models also focus on youth and sportiness, and even have outstanding performance in the field of motorsports. It can be seen that Aaron Kwok is an ideal candidate as the brand ambassador of the Lynk & Co brand.
Before Aaron Kwok joined hands with the Lynk & Co brand, Jay Chou also became the brand spokesperson of Changan Qiyuan. Jay Chou has a pivotal position and influence in the Chinese music scene. He is even synonymous with the Chinese music scene and has strong strength. Changan Automobile is also a leading independent brand and a state-owned enterprise, and its strength cannot be underestimated. Changan Qiyuan is backed by Changan Automobile and also has good overall strength. So Changan Qiyuan's invitation to Jay Chou as a brand spokesperson can be said to be a strong alliance, which can inject more vitality and attention into the brand.
Avita invited actor Tony Leung to endorse Avita 12 for the same reason. Tony Leung is an iconic figure in Hong Kong movies. He has superb acting skills and is deeply loved by everyone. Avita 12 is the flagship sedan of the Avita brand, with top-notch functional configurations and excellent product strength. The cooperation between Avita 12 and Tony Leung can further enhance the vehicle's exposure and gain more people's attention and trust.
There are many other cases of cooperation between car companies and "old artists", and it is difficult to list them comprehensively. But one thing these "old artists" have in common is that they have strong strength, excellent personal image, etc., and have been steadily working in the entertainment industry for many years. This is also the main reason why car companies trust them.
It is very important for car companies to be steady and steady. In recent years, many new generation celebrities have been exposed in negative news, which has had a considerable impact on car companies. However, the performance of old artists is more stable and there are relatively few negative news, which can make car companies more assured and better achieve steady development.
Car companies must have inherent strength
Nowadays, car companies are keen on finding "old artists" to endorse them, and the factors considered behind them are also inseparable from the particularity of the car. Most of the products on the market now can have an immediate effect on increasing sales through celebrity endorsements. However, as cars are bulk commodities, consumers purchase cars as a family unit, and they often have to consider the opinions of the whole family when buying cars.
In other words, car companies can only play an icing on the cake role in increasing product sales through celebrity endorsements, and the effect is chronic. This requires celebrity spokespersons to have a long-term and stable good reputation and personal image. Otherwise, if a car company's celebrity spokesperson gets negative news, the car company's products will easily be boycotted collectively. Therefore, celebrities with their own unique charm and blessings are indeed the best choice for car companies to cooperate.
Another factor why middle-aged actors endorse car brands is that many consumers are now in the stage of purchasing new cars.I don’t know if you have noticed that most of the brands currently cooperating with middle-aged actors are new energy brands, and new energy vehicles are usually not the first car in the family, and many of these car buying groups are middle-aged. They have more trust in middle-aged celebrities. Car companies can well evoke the memories of middle-aged consumers through middle-aged celebrities endorsing products, allowing more middle-aged consumers to take the initiative to learn about new energy electric vehicles, and ultimately drive effective conversion.
However, it is not a panacea for car companies to find celebrities to endorse products. Consumers will consider many aspects when purchasing a car, and will even go to multiple 4S stores to compare models. This requires car companies not only to do good marketing, but also to have hard-core products and in-place services.
In such a large automobile market, it is not realistic to use the power of fan groups to drive the sales growth of the entire brand. Nowadays, the competition in the automobile market is becoming more and more fierce, and car companies are becoming more and more involved in price, configuration, quality, service, etc. This requires car companies to comprehensively improve their own strength. After all, unlike FMCG brands, car endorsements cannot simply help brands obtain effective conversion benefits in a short period of time. If your own products cannot meet market demand, even if you have a popular celebrity, you will not be able to save the decline in sales in the automobile market.
Common People Review Cars
There are many models in the automobile market. A good marketing plan and a reliable celebrity spokesperson can further enhance the brand's reputation and increase the popularity of the model. But what can really drive sales is never these external blessings. In addition to spending a lot of money to invite traffic stars, we must also establish our own star products. The latter method is more effective, especially today's consumers are becoming more and more savvy. There are many sources of information to judge the quality of a car. Celebrity spokespersons can only be used to increase publicity. The only thing that can really make consumers pay for their money is excellent ability.
