Issues In Marketing Forum

“Focus on the Future”
Automotive Research Conferences

When being green isn't enough
Marketing New Powertrain Technologies: Strategies in Transition

Wednesday, February 15, 2012

9 a.m. to 4 p.m.
Oakland Center
Oakland University

The US automotive industry is undergoing a momentous transformation as auto companies evolve their vehicle product lines to include alternative energy and drivetrain options to meet increased fuel economy standards required for their fleets.  Manufacturers plan to meet these requirements through distinctly different strategies. However, it is not clear how these varying approaches will achieve successful outcomes given the current market environment.  Although governments may pressure auto makers for results, infrastructure and technological challenges remain significant issues.  Ultimately it is the consumer who will determine the viability of a technology.  This conference will discuss how manufacturers are employing strategic and tactical marketing activities such as product, pricing, advertising and promotions to launch new technologies into the marketplace, and provide insight into future methods of developing demand.

This conference will discuss how manufacturers are employing strategic and tactical marketing activities such as product, pricing, advertising and promotions to launch new technologies into the marketplace, and provide insight into future methods of developing demand. Discussions will also include similarities and differences between marketing strategies of efficient-energy vehicles in developed and emerging markets.

Speakers from global auto manufacturers, dealers, governments, and academicians from throughout the world will provide a thought provoking dialogue about creating markets and consumer interest for the new powertrain technology being introduced into the global vehicle fleet. 

Confirmed speakers include:

• John Viera, Director of Sustainability and Vehicle Environmental Matters, Ford Motor Company, who will provide insight into Ford’s sustainability strategy and how his company views the introduction of more fuel efficient vehicles into its fleet.
• Lonnie Miller, Vice-President Marketing and Industry Analysis, Polk, who will discuss consumer response to alternative powertrain technology, and his views on future demand.
• Walter McManus, Research Professor, Oakland University School of Business Administration,  who will talk about his research that focuses on pricing models for alternative powertrain vehicles. 
• Cristi Landy, Product Marketing Manager, Chevrolet Volt, General Motors, will talk about GM's strategy for marketing its new powertrains to consumers and  share examples of how early adopters influence the next stage of adopters.
• Brendan Jones, Director EV Sales, Marketing and Strategy, Nissan North America, will discuss Nissan's expanding EV fleet and other marketing strategies they are building to support it.
• Scott Ellsworth, Vice-President, Ricardo Strategic Consulting, will review the results of his company’s government study that details which powertrain technologies are possible and probable during the 2016 to 2025 timeframe.
• Michael Dunne, President, Dunne and Company, Ltd., will discuss how companies are marketing new powertrain technology in China today and what he sees coming in the near future.
• Kanu C. (Casey) Mehta, senior consultant, business partnerships, Tata Technologies

Also, see Tata Technologies new small electric concept car -- the eMO which debuted in the Michelin Design Challenge stall at the 2012 North American Auto Show.

Register online here (http://www.umtri.umich.edu/divisionPage.php?pageID=265)

Industry fee: $200
Students and Faculty: Free (This includes University of Michigan Transportation Research Institute-AAD affiliates, UM and Oakland University faculty, staff, students and working media.)

A continental breakfast, luncheon, snacks and coffee breaks are included in the registration fee.

For more information, contact Janell Townsend at townsend@oakland.edu.

Enter your registration and see who else is coming on LinkedIn here.

Past Marketing Forums
Previous forums have drawn more than 150 attendees with topics on Supplier Relations, Green/Environmental Marketing Strategies, and last spring’s Marketing During Economic Turbulence.  Previous speakers have represented business, academic and government leaders, including Tom Stallkamp former Procurement VP of Chrysler and co-chairman of DaimlerChrysler Corporation; Jeff Liker, University of Michigan professor and author of The Toyota Way;  Dr. Wolfgang Sofka – Center for European Economic Research, Mannheim, Germany; and Lisa Dancsok –Senior Vice President Michigan Economic Development Corporation.

Partners

Oakland University and the School of Business Administration
Oakland University, which celebrated its 50th anniversary in 2007, is recognized by the Carnegie Foundation for the Advancement of Teaching as one of the nation’s 83 doctoral/research universities.  The University offers 129 bachelor’s degree programs and 99 graduate degree and certificate programs. Dedicated to delivering a distinctive undergraduate experience complemented by the strength of its graduate offerings and research accomplishments, Oakland University is organized into the College of Arts and Sciences and the Schools of Business Administration, Education and Human Services, Engineering and Computer Science, Health Sciences, Nursing, and The Honors College.  Visit Oakland University on the Web at www.oakland.edu.

Oakland University’s School of Business Administration sustains its 40 years of educational excellence by remaining relevant to the ever-changing global business environment and providing students a distinctive educational experience that integrates classroom learning with real-world business experience and research.  This relevance is attested to by the accreditation of its MBA and Master of Accounting program by the Accreditation Council of the American Assembly of Collegiate Schools of Business, an accomplishment achieved by only 170 schools worldwide.  This accredited business school and its accredited accounting program offer undergraduate and graduate degrees as well as special programs that satisfy many educational interests while supporting the employment needs of the business community.  For more information, visit www.sba.oakland.edu.


University of Michigan Transportation Research Institute
The Transportation Research Institute at The University of Michigan is committed to interdisciplinary research that will ultimately increase driving safety and further transportation systems knowledge. UMTRI is currently operating a research program with $13.7 million in expenditures, with funds received from federal and state government agencies, motor vehicle manufacturers and suppliers, and other organizations. UMTRI's research significantly impacts highway transportation practice, in the United States and internationally.

It has been involved with stakeholders and peers in the long-term development and evolution of research programs, as well as in the conduct of specific studies within those programs.  UMTRI maintains a strong commitment to safety research while also embracing new opportunities in mobility and sustainability. The current staff of approximately 141 people includes full-time researchers, technical and administrative personnel, teaching faculty affiliated with the University academic departments, graduate students, and other support staff. The approach to research taken by UMTRI is reflected in the great variety of disciplines represented within the Institute, and by its involvement with other units of the University.

OU-SBA Marketing Advisory Board
Chaired by Associate Professor or Marketing Janell Townsend, the Marketing Advisory Board (MAB) is comprised of volunteers from both marketing faculty and local business people.  The intent of the MAB is to assure the OU-SBA Marketing department continues to achieve its goals of providing a leading relevant curriculum for its students, while ensuring student engagement both within the University and with businesses and organizations in the surrounding community.

CIBRE at SBA
The Center for Integrated Business Research and Education at Oakland University’s School of Business Administration is an academic research center that integrates research experts, business leaders, industry, government and other key stakeholders.  The Center for Integrated Business Research and Education serves as a catalyst for transforming the region’s economic future, educating a workforce to find success in the region and driving business success in a rapidly changing global marketplace.  For more information, visit www.sba.oakland.edu/cibre.

OU INC
Oakland University's SmartZone Business Incubator (OU INC) provides entrepreneurial resources and strategic business solutions to develop intellectual property. The incubator supports existing and grows new technology-based and life science businesses with university resources, decision support technology, business counseling services and financial/capital acquisition assistance.