Automotive Public Relations

Driving Your Communications

Client Program Success Stories

Publicity programs on behalf of the following companies are indicative of the skills and experience that AutoCom Associates brings to its client programs.

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Company Awards

Company Programs

Behr America: Creating Brand Awareness

Well-known in Europe, the Behr Group is a leading supplier of automotive heating and air-conditioning systems, but had only a minor presence in North America. In Detroit, Behr wanted to significantly improve media awareness of its products and technology, but was competing against literally hundreds of automotive suppliers and original equipment manufacturers (OEMs) for attention.

AutoCom Associates developed a comprehensive communications plan to support Behr America's expansion efforts and the company's long-term communications objectives. The program included media conferences, Behr management participation in major North American automotive conferences and events, and regularly-scheduled news releases that generated extensive print and broadcast media coverage.

Since employing AutoCom, Behr has significantly expanded and upgraded its U.S. plants and facilities. Behr's Troy, Mich., headquarters and technical center provides one of the world's most advanced testing facilities for vehicle thermal management. It includes a $15-million wind tunnel that allows Behr America to precisely test air-conditioning and engine-cooling systems in passenger cars and heavy-commercial vehicles under a wide variety of climate or road conditions. Behr nearly doubled the size of its headquarters with a three-story, 76,000-square-foot building that opened in 2007.

Gage Products Company: Test Fuels

Gage Products Company, a leading global supplier of test fuels, paint solvents and paint-system recycling programs for the automotive industry, has been an AutoCom client for several years. The company recently asked the agency to help promote its test-fuel business.

AutoCom presented Gage with a unique opportunity to publicize its commitment to the environment and support Gage's efforts to recruit engineering talents.

In 2003, Gage became the official fuel sponsor of the SAE Clean Snowmobile Challenge at Michigan Technological University in Houghton, Michigan. During the six-day event, 16 student teams from universities in the U.S. and Canada competed with snowmobiles modified to reduce noise and emissions levels. Gage provided specially-blended fuel for the event and presented an award to the team with the best overall fuel economy.

The event sponsorship and resulting publicity were so successful, Gage sponsored the event again from 2004-2008, making it a part of its communications program.

GKN Driveline's Major Product Advancement

GKN Driveline, the auto industry's leader in the design and production of driveline components, asked AutoCom Associates to spearhead the public relations effort to introduce CrosstrackT and CountertrackT, two groundbreaking constant velocity joint (CVJ) technologies. Since GKN Driveline's new products signified major product design advancements in 70 years, the company and AutoCom decided to hold the conferences in November 2005 to take advantage of the typically slow news cycle and maximize the coverage.

With partners, AutoCom arranged closely-timed press conferences in Detroit, Frankfurt Tokyo and New Delhi to reach the international media. Prior to the unveiling to the press, AutoCom provided, through a secondary party, media training for all key executives involved in the program. This training was valuable in establishing a sense of teamwork, building confidence and identifying key product messages.

An aggressive global newswire distribution schedule was developed and implemented as part of the program and results were measured and analyzed through PR Newswire's MediaSenseT measurement tool. Results indicated that GKN Driveline's CVJ technology dominated automotive news coverage around the world in December 2005 and January 2006. There was also positive media coverage of GKN's plant expansions in the United States, Europe and India.

Grammer Automotive Creates a Presence

Grammer AG is a premier supplier of specialty seating systems that is well-known in Europe. AutoCom was asked to help establish a presence for the company in North America.

Attracting the attention of the much sought-after auto writers in Detroit required partnership with PR professionals who knew how to reach these journalists and also had strong contacts with the European auto press corps.

Leveraging these strengths, AutoCom efforts resulted in a cover story in European Automotive Design; several technical stories in Automotive Engineering International, Automotive News and Automotive Design & Production, and prominent mention in stories in both Automotive News Europe and European Automotive Design featuring key automotive suppliers.

Hella KGaA Hueck & Company Lights the Way

The North American operation of 100-year-old German industry leader Hella KGaA Hueck & Co. sought greater visibility within the North American auto industry. President and CEO Joseph Borruso determined that public relations could successfully complement the company's advertising campaign.

After an extensive competitive bidding process, Hella chose AutoCom Associates in December 1999 as its North American public relations agency of record. Since that time, roundtable meetings and technical briefings with the automotive press have resulted in numerous articles featuring Hella. The company's reputation for excellence in automotive lighting now has been extended to its technical innovation in automotive electronics.

Lear's SoyFoamT Story

In late 2006, Lear Corporation, one of the world's largest suppliers of automotive interior systems and components, asked AutoCom Associates to raise awareness among automotive journalists and OEM decision-makers for its soybean oil-based polyurethane foam materials for use in vehicle seats and other components.

During a four-week time span, AutoCom worked with Lear and the United Soybean Board to develop and execute a comprehensive public relations/communications program to publicize Lear's SoyFoamT technology. AutoCom invited a select group of automotive journalists to a special product briefing at Lear's Global Technology and Innovation Center in Southfield, Mich.

Key Lear product managers and engineers presented SoyFoamT as an environmentally-friendly, alternative material for use in automotive seats, head restraints and armrests. Lear's SoyFoamT is a blend of soy oil and petroleum products has the potential to reduce dependence on foreign oil.