Boston Consulting Group (BCG) outlines how automakers can modernize marketing to improve ROI by 20–40%. As buying behavior shifts and EVs rise, traditional strategies fall short. BCG recommends a data-driven, agile approach centered on tailored KPIs, integrated measurement tools, cross-functional teams, and stronger dealer collaboration. Automakers should in-house strategic functions, leverage AI for content and targeting, and align campaigns across media and sales channels. BCG emphasizes that leading OEMs embracing modern marketing operations will gain efficiency, customer loyalty, and long-term competitive advantage.

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