European Auto Advertising Up as Sales Fall

Despite automotive sales in Europe being down by around 8% for the year so far, advertising spending by European automakers is about 3.9% in Germany, the UK, France, Italy and Spain. 

France, Italy and Spain are among the countries where sales have been hit the hardest, so the companies are putting extra value on every sale that they get. VolkswagenVolkswagenGermany, 1938 > present98 models
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, RenaultRenaultFrance, 1898 > present189 models
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and FiatFiatItaly, 1899 > present159 models
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are all advertising heavily in the countries. Even PSA that has been hit hard by the European recession is increasing its ad budget to stem any further losses. 

Since 2009, European automakers have spent 14% more on advertising to about €8.2 billion ($10.5 billion). 

In addition to advertising, the automakers are increasing incentives to bring buyers to showrooms. The average German car has 12.5% in incentives right now, compared to 11.1% last year. Fiat and OpelOpelGermany, 1863 > present85 models
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are trying similar strategies. 

Price is still clearly a big seller in Europe. Lower cost brands like DaciaDaciaRomania, 1966 > present11 models
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, HyundaiHyundaiRepublic of Korea, 1967 > present79 models
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and KiaKiaRepublic of Korea, 1944 > present52 models
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have increased sales in the past year. Hyundai has increased its market share by 0.6% in the last year. 

Source: Automotive News Europe