Automotive sector

W7Worldwide’s 7 Communication Strategies for the Automotive Industry to Navigate Post-COVID-19 Transformation

Riyadh: Analysis across all sectors suggests that the global automotive industry is emerging as a relatively strong player in the post-pandemic recovery. The overall level of activity in the automotive sector in Q2 2021 was well above pre-Covid levels (measured in Q4 2019) and above most other industry sectors measured. Sector activity levels were 33.1% higher than they were at the end of 2019, before the pandemic affected economies around the world.

Amid this transformation, there are bright prospects for electrified vehicles as part of a green recovery to lift industry projections. In the Middle East region, countries like Saudi Arabia and the United Arab Emirates are early adopters of electric vehicles. Saudi Arabia has declared that at least 30% of cars in its capital will be electric by 2030, as the Kingdom pursues a net zero goal by 2060. The market for electric vehicles in the Middle East and Africa was valued at USD 35 million in 2020, and it is expected to reach USD 84 million by 2026, registering a CAGR of over 15% during the forecast period (2021 – 2026).

“The automotive industry has seen disruption with external factors driving change, from new entrants to government legislation, but most important is new technology coupled with ever-increasing consumer expectations of how they want to experience a brand. car.” says Abdulrahman Inayat, co-founder and director of W7Worldwide. “Communicators must be ready to deal with constantly changing consumer perceptions. Post-Covid-19 consumers want to know what brands are doing to reduce emissions and prevent climate change, and how that applies to driving the car and the business.

After working with leading international automotive companies, W7Worldwide has formulated a 7-step guide to help integrate post-COVID-19 market transformation into automotive brand communication strategies. It’s not enough to talk about your car’s range, features or durable materials. Automotive brands need to be clear about their purpose, illustrating the impact of their investments on consumers and society to connect the emotional and the rational. Read the report here:

As consumer behavior continues to change and become an increasingly online experience, automotive brands must find new ways to connect with their customers and build trust in their brand. For an automotive brand to lead transformation in this sector, communicators need to understand how to tell their innovation story credibly. Being seen as forward-thinking leads to positive brand results in areas that go beyond the product. Positive “beyond the product” results are being more likely to be liked, being seen to deliver amazing customer experiences, and being seen to be doing good in society.

Some key automotive marketing messages help consumers make their buying decision. These are price, safety, status, technology and functionality, fun and lifestyle, and the environment. While price-focused posts and impact videos of cars showing off its features and performance remain relevant, consumers are now looking for a whole lot more. This means going beyond traditional automotive marketing techniques to create more emotive content and craft different environmental or safety messages to appeal to different communities or demographics.

Reducing carbon emissions to combat climate change is an urgent issue with high expectations for solutions and automakers are part of the solution to make progress towards this goal. The automotive industry must now navigate an emerging and very different “new normal”.

Governments and cities have put in place regulations and incentives to accelerate the shift to sustainable mobility. Regulators around the world are setting stricter emissions targets as part of their country’s respective COP26 commitments. At the local level, many cities are moving forward with regulations on car use. The current challenge is to be able to balance new consumer demands, the contribution to slowing climate change, and the new skills automakers need to meet these changes to ensure continued economic prosperity.

W7Worldwide’s Crisis Communications Division has developed a guide of “7 Communications Strategies for the Automotive Industry” to help industry leaders and organizations translate the current transformation into your automotive brand communications strategy.

  1. Illustrate the purpose of the brand
  2. Build trust
  3. Embrace innovation
  4. Pressure
  5. Take advantage of digital media
  6. Share Relevant Messages
  7. Accept a new future

Source: Marketing communications consulting agency W7Worldwide, April 2022.

Read the full report:


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About W7Worldwide

W7Worldwide is an independent GCC marketing communications consultancy firm based in Saudi Arabia. Our understanding of the local market, combined with our global reach and knowledge, allows us to effectively bring our clients closer to their audience. We are aligned with the goal of filling the communication void that exists in the local market. Therefore, our specialty lies in building bridges that sustain relationships and create reputation and brand value through innovative approaches. Our range of services are, but not limited to:

  • reputation management
  • Stakeholder mapping
  • Crisis management
  • Media Relations
  • Public relations
  • social media
  • Marketing and Branding Solutions

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