Brand Tracker

Welcome to the automated Brand Tracker diaries.

Sweden

Emilie Överdahl Becomes a Major Winner in This Year’s Edition of Sweden’s Best Marketing Managers

Campaign: EX60 Launch Campaign

Source: https://www.resume.se/marknadsforing/tavling/volvos-elrenassans-emelie-overdahl-ar-sveriges-basta-marknadschef-2026/

Goal: Strengthen the brand's positioning as a premium brand focused on sustainability and safety

Claim: Embracing the future with safety and reliability

Media: Documentary films from factories and test centers

Summary: Emelie Överdahl, leading Volvo Cars, has been named Sweden's Best Marketing Manager in 2026 after successfully rebranding electric cars while maintaining the brand's heritage. Her leadership resulted in a clear positioning towards sustainability and safety, which was reflected in the emotionally resonant EX60 launch campaign that tackled consumer range anxiety. The brand has effectively combined long-term image building with innovative marketing strategies.

USA

Rivian Revives the ‘Ghostbusters’ with Bill Murray

Brand: Rivian

Campaign: Ghostbusters Halloween Campaign

Source: https://www.marketingdirecto.com/creacion/campanas-de-marketing/rivian-invoca-espiritu-nostalgia-spot-cazafantasmas-bill-murray-volante

Goal: Celebrate Halloween with nostalgia

Media: television advertising, events, app

Summary: Rivian has launched a Halloween campaign featuring Bill Murray reprising his role as Peter Venkman from Ghostbusters. In the ad, Murray uses a modernized Ecto-1 vehicle to capture the ghost 'Slimer'. The campaign, in collaboration with Sony Pictures, includes vehicle showcasing, events, and a software update for Rivian cars that introduces a 'Halloween mode'. Display events will occur in various cities with Ecto-1 replicas.

electric vehicles Ghostbusters Halloween

Uruguay

Santa Rosa inaugurates E-House, the first auto show in Uruguay with more than 40 electric and hybrid models

Brand: Santa Rosa

Campaign: Santa Rosa E-House Launch

Source: https://infonegocios.biz/plus/santa-rosa-inaugura-e-house-el-primer-autoshow-del-uruguay-con-mas-de-40-modelos-electricos-e-hibridos

Goal: To provide a comprehensive platform for electric and hybrid vehicle options

Claim: A unique space for understanding new energy vehicles

Media: Physical showroom, digital assistance through QR codes

Summary: Santa Rosa has launched the E-House, the first auto show in Uruguay dedicated to over 40 electric and hybrid models from nine different brands, providing a unique space for customers to compare vehicles, receive specialized advice, and understand their options in electric mobility.

auto show electric vehicles hybrid vehicles

United Kingdom

Audi Waited for the Dark to Return to the Racing Track

Brand: Audi

Campaign: After Dark

Source: https://www.media-marketing.com/vijesti/audi-je-sacekao-mrak-da-se-vrati-na-trkacu-stazu/

Goal: To connect Audi's electric e-tron models to its motorsport heritage and performance.

Claim: Vorsprung durch Technik

Media: Television, cinema, social media, digital channels

Summary: Audi's new campaign, 'After Dark,' showcases four e-tron models racing at Silverstone at night, emphasizing the unique silence of electric vehicles. Instead of focusing on traditional product features, the film illustrates the character of Audi's electric offerings, linking them to the brand's performance heritage. The campaign will run during the 2026 and 2027 seasons and aims to reinforce the connection between Audi's advanced engineering and its historical motorsport achievements.

electric vehicles motorsport performance

Global

Have you spotted Spider-Man’s newest ride?

Brand: BMW

Campaign: The big screen

Source: https://www.marketing-interactive.com/have-you-spotted-spider-man-s-newest-ride

Goal: Connect the brand with Spider-Man's global fanbase and reinforce positioning around innovation and technology

Media: Film, Global marketing campaign, In-car features

Summary: BMW partners with Sony Pictures for Spider-Man: Brand New Day, integrating its electric vehicles into the film's storyline and launching a global campaign featuring a father and son encountering Spider-Man. The campaign aims to connect with fans and showcase BMW's technology, including a Spider-Man-themed in-car experience. The collaboration also features a unique concept vehicle with dynamic graphics.

BMW electric vehicles innovation Marketing Campaign Spider-Man

Uruguay

“With the entry prices we are betting on, we will capture a good market presence” (one-on-one with Andrés Folle Soler, Country Manager of Tesla)

Brand: Tesla

Campaign: Official Launch in Uruguay

Source: https://infonegocios.biz/plus/con-los-precios-de-entrada-a-los-que-estamos-apostando-captaremos-una-buena-presencia-de-mercado-mano-a-mano-con-andres-folle-soler-country-manager-de-tesla

Goal: To establish a strong market presence in Uruguay

Claim: Competitive pricing and strong demand for electric vehicles

Media: Public relations and event launch

Summary: Tesla has officially launched in Uruguay, marking a significant entry into the market to compete with Chinese electric vehicles. The launch event drew considerable attention, leading to the sale of over 200 Model Y and Model 3 cars within 24 hours. The competitive pricing strategy aims to position Tesla as a leader in a market that is seeing an increase in electric vehicle sales.

electric vehicles market launch Tesla Uruguay