The automotive industry, a $3 trillion market, will go through more change in the next decade than it has in the past 100 years.
Some describe this era as a time of crisis for much of the industry, as China is turning the auto business upside down.
Interestingly, the two Chinese characters for the word “crisis” translate to “danger” and “opportunity” – acknowledging that in times of upheaval there is danger, but there is also opportunity … for those who make the right choices.
For technology companies trying to sell their wares into the mobility sector – tech that enables ADAS and autonomous driving, electric and hybrid powertrains, software-defined vehicles (SDVs) and over-the-air updates (OTA), vehicle-to-everything (V2X) connectivity, AI-driven solutions, mobility-as-a-service and more – the opportunity is massive.
But selling new concepts and cutting-edge technologies to traditional automakers and Tier 1 suppliers is nothing like pitching Silicon Valley companies. The 100+ year-old auto industry operates by its own rules, clock speed, standards and customs.
Therefore, breaking through requires more than a great product. It demands a strategic, relationship-driven and experienced approach to communications. For public relations and communications professionals in tech, enlisting the help of a PR firm that has deep auto industry expertise can be the difference between danger and opportunity.
Here’s are five reasons your tech company may want specialized automotive PR counselors to help you navigate this complex terrain of the automotive world:
1. Relationships Rule the Road – Your PR Firm Should Help You Build Bridges
The auto industry thrives on trust, forged through years of collaboration across a vast supply chain. Automakers and Tier 1 suppliers favor proven partners with a track record of delivering under pressure.
A PR firm that has extensive automotive experience will bring established relationships with key media, analysts and influencers who help to shape industry perceptions – saving you time and money and helping your message rise above the fray and begin building trust.
With insider knowledge of appropriate venues such as CES, SAE WCX, AutoTech, The Battery Show, CAR Management Briefing Seminars and a raft of other events and conferences, they can help position your brand where it matters most, fostering connections that can open doors to C-suite decision-makers.
Actionable Insight: An automotive expert PR firm can tap its network to help you secure speaking slots, thought leadership opportunities and/or exclusive media briefings at key industry events to help you reach the right people.
2. Automotive Moves at a Different Pace – Your PR Should Match It
The auto industry operates on extended timelines that are much different than Silicon Valley’s pace. Vehicle development cycles often span three to five years, unlike the rapid six to 12-month sprints common for consumer tech companies.
Automakers and Tier 1 suppliers seek tech partners who can commit to long-term development and production collaboration and can sync with their rigorous requirements and schedules.
A PR firm that has deep auto industry experience understands this rhythm, helping clients craft campaigns that build credibility over time, align with the right product milestones and resonate with automaker decision-makers who are now planning for 2028 and beyond.
Pro Tip: Highlight your company’s long-term viability, as well as your tech’s scalability and roadmap alignment in your PR narratives, to show your prospects that you’ll be a partner for the long haul.
3. Safety is Non-Negotiable – Your Story Should Reflect it
In automotive, safety isn’t a feature; it’s a mandate. A software glitch in a smartphone is a nuisance; in a vehicle, it could be catastrophic, risking lives and an automaker’s reputation.
Your PR must demonstrate that your technology meets automotive-grade standards for reliability and survives relentless testing under the most brutal conditions.
Experienced automotive PR experts know how to frame your tech’s reliability and standard compliance, speaking directly to the risk-averse mindset of OEMs and suppliers and the wariness of consumers, while avoiding tech jargon that misses the mark.
Engagement Hook: Automotive PR pros can help you share case studies, reviews, awards and certification announcements in news releases, social content, blog posts and other communications to build trust with safety-conscious stakeholders.
4. The Auto Industry Speaks a Unique Language – Your PR Agency Can Translate
Tech and automotive don’t always speak the same dialect. PR pros who are fluent in automotive language and who understand the industry’s emerging trends and issues can help you tailor your messaging so that it will reach and resonate with your intended audience.
They know how to pitch, position and explain the benefits of your AI or cloud solution so it’s seen as a game-changer for vehicle architecture, rather than just another tech buzzword.
And they know the right outlets and opportunities. From traditional media outlets like Automotive News to online influencers like YouTube’s MunroLive host Sandy Munro, decision-makers in the automotive sector have their own ecosystem of voices, trends and priorities.
Practical Pro Tip: By framing your technology among the key auto trends and issues and focusing your communications on the benefits to consumers or customers, your PR partner can help your tech be relevant.
5. Local Expertise Delivers Global Impact – Detroit Matters
While the auto industry is global, Detroit remains a crucial industry crossroad, as North America’s intellectual capital for the auto sector, the home of the Detroit Three and an unmatched ecosystem in which 96 of the top 100 North American auto suppliers operate.
A PR firm that is firmly embedded and entrenched in this important hub can offer better access to local media, analysts, industry events and decision-makers than East or West Coast agencies.
In addition, due to Midwest affordability, a Detroit-based firm may also offer more cost-effective rates compared to Silicon Valley, New York City or global mega-agencies. This means you’ll get more impact for your budget … and save the time and expense that outsiders need to ramp up their automotive learning curve.
Bottom Line: Partnering with an agency immersed in the Detroit automotive community can help your story be efficiently positioned at the right places, in the right conversations with the right audience and about the right industry trends and issues.
Danger or Opportunity?
While the tech sector is used to moving fast, breaking things and fixing them as they go, the automotive industry has little tolerance for missteps. With billions in R&D spending and their reputation at stake, automakers are extremely careful about choosing their partners. And as a communicator, you should, too.
As a new entrant to the auto sector, a tech company has only one chance to make a good first impression, so their PR must create credibility, accelerate trust, amplify relevance and ultimately help to drive deals.
A PR firm with decades of automotive industry technology – especially one firmly embedded in Detroit’s mobility ecosystem – can offer the relationships, insights and storytelling prowess to do that. They can offer you the best shot at helping you make your technology indispensable to automakers and Tier 1 suppliers.
So, choose your partner carefully to avoid danger and create opportunities.
Jim Bianchi is Senior Mobility Consultant at Franco. Connect with him on LinkedIn.
