How luxury automotive brands are leading social media marketing in China and the West

Jing Daily’s latest report, Luxury in motion: Autos, F1, and the brand opportunity, dissects automotive industry leaders’ marketing expertise. Luxury houses can learn from how car powerhouses have utilized social media to cement themselves in mainstream culture, connecting with the public beyond their consumers. From viral cybertrucks to collaborations with popular culture hooks, here’s a sneak report preview of what other businesses can learn from automotive brands’ approach: 1. Cultural integration, reaching younger audiences Historically, luxury cars have been symbols of wealth, appealing primarily to affluent, predominantly middle-aged consumers. However, car brands are now pivoting to engage digitally savvy younger demographics. Beyond selling cars, these brands embed themselves into cultural narratives through social platforms like TikTok, Douyin, and Xiaohongshu. For instance, BMW’s Xiaohongshu content has garnered 530 million hits under its brand hashtag, cementing its position as the most popular luxury car brand online. This cultural connection ensures the brand resonates with younger consumers by weaving itself into their digital lives. Similarly, fashion and sports brands can create relevance by tapping into cultural moments and crafting stories that extend beyond their products. 2. Expanding beyond core products to build brand identity Luxury car brands no longer position themselves solely as vehicle manufacturers but as cultural and creative influencers. BMW exemplifies this with its longstanding Art Car project, a vehicle for renowned artists like Andy Warhol and Roy Lichtenstein to reimagine the marque’s cars as canvases. This initiative links BMW to high art and reinforces its image as a cultural tastemaker. Similarly, brands in fashion and sports can expand their identities by venturing into collaborations that celebrate art, design, and technology. By aligning with culturally significant initiatives, brands can transcend their products, becoming symbols of a lifestyle or mindset, much like luxury cars. 3. Staying relevant via digital innovation The ability to creatively leverage digital platforms is critical for maintaining cultural relevance. On TikTok, posts referencing flying cars have amassed 182 million views, while Tesla’s Cybertruck boasts over 222.3 million mentions. These staggering numbers highlight how automotive brands use futuristic narratives and technology-focused storytelling to captivate audiences. For other luxury segments, adopting innovative approaches on digital platforms can yield similar results. Reflective campaigns, livestreamed events, or collaborations with influencers can amplify visibility and engagement. Just as car brands innovate with flagship stores online and cutting-edge technologies, fashion and sports brands must continually adapt to digital trends to capture consumer interest and remain competitive. By embracing cultural integration, redefining their brand narratives, and leveraging digital innovation, luxury brands in all sectors can emulate the success of carmakers. The key lies in recognizing that modern consumers value brands that are not only high-performance, but also culturally and digitally relevant. Dive deeper by downloading the free report Luxury in motion: Autos, F1, and the brand opportunity now

Want a viral brand? Learn from luxury automotives

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Want a viral brand? Learn from luxury automotives