The automotive industry is a critical component of the American economy. The success of the industry is largely dependent upon the effectiveness of the advertising strategies and brand messaging of each company. The purpose of this thesis is to examine advertising strategies employed by three American automotive manufacturers through the analysis of informational content in television commercials. Furthermore, this thesis will address possible changes in advertising strategies as a result of an economic recession. This study found that there is a greater focus on general brand imaging during periods of economic recovery.
The United States automobile industry has been a staple in the economy for over a century. However, the auto industry has come upon hard times, two of the Big 3 required government aid within the last decade. The purpose of this thesis is to take an in depth look towards when innovation will take place in the industry, primarily looking towards whether or not recessionary times spur innovation. The hypothesis is that there will be a negative correlation between recessions and the amount of innovation within the industry. There were multiple problems with multicollinearity throughout the regression analyses that were run in this study. Ultimately there was one significant variable found in three regressions, this being the price of crude oil. The null hypothesis was neither proved nor disproved in this study.
Since its entrance into the American market, Hyundai Motor Company has transformed itself from an auto producer that was known for its poor quality and low price to one with a substantial market share, and stealing customers away from many industry veterans, as well as pushing into the luxury segment of the auto market. But how was this late-moving car maker able to gain an advantage in this extremely competitive market? This thesis attempts to answer this question through the method of archival research that results in a detailed history of the company as well as a case study that examines which factors were crucial to Hyundai Motor Company's success. This case study found that there were four key areas of the company’s business that assisted it in achieving the accomplishments that it did: a unique culture, a flexible production strategy, a constantly evolving positioning strategy, and an extremely perceptive marketing team.