Chris Hawken, the marketer behind transforming perceptions of Skoda from ridicule to cool, has some serious words for the automotive industry. He is now group marketing
director at Subaru and Isuzu UK: "I’m a strong believer in great marketing being able to lift brands. But, at the moment, we’re in a terrible situation where it’s extremely hard for
marketing to lift some car brands. The UK market is increasingly being controlled and stifled by central marketing departments.... who don’t understand our mentality."
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