Oakland University
Monday, January 30, 2012

Marketing forum at OU to "focus on the future" of automotive marketing

By Katie Land, news editor

As American automotive companies moves toward alternative energy technologies, many manufacturers seek to launch these products by utilizing a variety of new marketing techniques. These strategies are at the heart of the upcoming “Focus on the Future” Automotive Research Conference. 

A joint venture between Oakland University’s School of Business Administration and the University of Michigan’s Transportation Research Institute, the conference  is titled, “Marketing New Powertrain Technologies: Strategies in Transition.”

The conference will examine how manufacturers are employing strategic and tactical marketing activities to launch new technologies, as well as provide insight into new methods to migrate consumers to more fuel-efficient vehicles. It will also include a discussion of similarities and differences between approaches to marketing strategies in both developed and emerging markets.

Conference speakers hail from a variety of fields, including global auto manufacturers, dealers, government and academia. The speaker list includes:
  • John Viera, director of Sustainability and Vehicle Environmental Matters at Ford Motor Company, will provide insight into Ford’s sustainability strategy and how his company views the introduction of more fuel-efficient vehicles into its fleet. 
  • Lonnie Miller, vice-president of Marketing and Industry Analysis at R. L. Polk & Company, will discuss consumer responses to alternative powertrain technology and his views on future demand. 
  • Walter McManus, research professor at Oakland University’s School of Business Administration, will talk about his research that focuses on pricing models for alternative powertrain vehicles.
  • Brendan Jones, director of EV Sales, Marketing, and Strategy at Nissan North America, will discuss Nissan’s expanding EV fleet and the marketing strategy that supports it.
  • Bill Underrider, vice-chairman of the National Automobile Dealers’ Association (NADA), will share his views about selling new powertrain technologies to consumers today as well as in the future.
  • Scott Ellsworth, vice-president at Ricardo Strategic Consulting, will review the results of his company’s government study that details which powertrain technologies are possible and probable during the 2016 to 2025 time frame.
The event is set for 9 a.m. to 4 p.m. on Wednesday, Feb. 15, in the Oakland Center on Oakland University’s campus. View the event page at oakland.edu/marketingforum for more information. 

Registration is $200 for the general public and free for U-M or OU students, faculty and staff. Attendees can register online, or contact Bonnie Pond at (734) 763-2466 or bmckie@umich.edu.

Upcoming marketing forum to discuss new auto industry marketing techniques, focusing on alternative energy technology. The event is set for Wednesday, Feb. 9, on OU's campus.

Created by Katherine Land - Deleted (land@oakland.edu) on Monday, January 30, 2012
Modified by Katherine Land - Deleted (land@oakland.edu) on Monday, January 30, 2012
Article Start Date: Monday, January 30, 2012