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As the auto industry shifts more and more towards eco-friendly and sustainable vehicles, Ford is reimagining the marketing of its new Ford Fusion by partnering with eco-conscious fashion labels. In an except below, Vivaldi CEO & Founder Erich Joachimsthaler spoke with Hilary Milnes at Glossy on how Ford is using fashion forward experiences to engage old and new consumers alike:

“Car companies like Hyundai, Cadillac, Ford — they’re all trying to upstage each other with concepts where there’s a lot less focus car dealing or selling and more focus on experiences,” said Erich Joachimsthaler, CEO and founder of Vivaldi. “That’s a good thing, an experience merely defines the brand more than a 30-second ad.” Joachimsthaler said that auto retailers are smart today to put forth a point of view — in Ford’s case, a stance on sustainability — since it’s becoming harder for car companies to catch the attention of new consumers.”

“The importance of a relationship to the consumer is changing, and car companies are figuring out ways to bypass the dealership and get in front of an audience,” he said.

Visit Glossy to read the full article.

Meet The Expert

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Erich Joachimsthaler, Ph.D.

CEO & Founder

Erich is a rare combination of consultant, entrepreneur, academic, researcher, author and positive contrarian. Over the last twenty years, Erich has led Vivaldi in helping companies build strong brands, find innovation and new growth opportunities and realize them in today’s digital age.