DCN Auto Group
When positioning an auto group that has several brands under its umbrella, specific strategies need to be implemented in order to make it successful and cohesive, while leveraging, rather than diluting, the individual brands. This was a challenge that we were excited to take on for DCN Auto Group. DCN Auto Group included Genesis, Audi, Hyundai, and Subaru brands. Nicklaus Marketing created an entire brand refresh for the Auto Group, and identified the “unlock” to keeping each brand successful without cannibalizing themselves. Strategically placed media buys allowed the right people to be targeted at the right time, and call-to-action pulses allowed DCN to stay top-of-mind in their consumers. Strengthened by SEO practices that significantly increased quality traffic to their website and tactful grassroots strategies, DCN was able to use each individual vehicle brand to strengthen the overall brand as a whole, which led to tremendous success.