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BYD’s José Miranda: Trust, not tech, will define the next era of automotive marketing
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Campaign Middle East
There’s no need to mince words: Automotive marketing is entering a more demanding chapter.
In conversation with Campaign Middle East, José Miranda, Marketing and Communications Director of BYD Americas, Europe and MENA, makes the challenge clear.
“The biggest challenge has been building trust,” says José Miranda, Marketing and Communications Director of BYD Americas, Europe and MENA.
In legacy automotive marketing of ages past, trust often came from years of familiarity, word of mouth and the accumulated proof of vehicles on roads.
But Miranda’s view suggests that modern automotive marketing has a broader role: it must act as translator, educator and trust-builder at the same time.