Car firms shifting focus

Micromovies

Another marketing tactic has become more popular among vehicle makers: brand micromovies.

In July, Volkswagen Group China Sports Car Project debuted its micromovie Extreme Pursuit, with innovative sports cars from the Volkswagen, Audi, Bentley, Bugatti and Lamborghini brands that featured alongside Hollywood star Keanu Reeves.

"The launch of Extreme Pursuit marks the latest effort by the Sports Car Project in innovative marketing.

"Working in close cooperation with Reeves and taking full advantage of social media technologies, we are integrating marketing, film and social media in an engaging and fascinating way to bring sports car culture even closer to the hearts of the Chinese people," said Markus Nels, director of the Sports Car Project.

Reeves stars in this micromovie, making it the first of its kind from the Chinese mainland to feature a Hollywood star.

Sports cars from Volkswagen, Audi, Bentley, Bugatti and Lamborghini share the spotlight in several heart-thumping car chases in a story full of twists and turns about courage.

Another instance of cooperation led to Volkswagen, Audi, Bentley, Bugatti and Lamborghini cars featuring prominently in a movie that Reeves starred in and produced: martial arts blockbuster Man of Tai Chi.

"Following a series of highly successful programs by the Project, the micromovie brings together intelligent product placement with Chinese and Hollywood stars to deepen Chinese consumers' understanding and appreciation of world-leading sports cars," said Nels.