• by Tanya Gazdik , Staff Writer, January 1, 2025

Like all industries, automakers have had a fair share of turmoil in 2024.

Both the top-read and tenth-most-read automotive stories featured a look at how traditional media — television — is still a staple for the industry.

Automakers Estimated TV Spending Rises In Q3, published in October and Automotive National TV Spending Increases 6.1%, published in September, summarized the top spots both in terms of spending and in impressions and liability, as researched by iSpot.tv. 

Executive move stories are always a hit, so its no surprise they captured several of the top spots.

Rivian Hires Meta Exec As Top Marketer, published in February, was the second most-read automotive story last year. Jennifer Prenner is now coming up on her one-year anniversary leading Rivian's marketing activities worldwide, which include continuing to foster loyalty with customers and fans in addition to reaching new audiences. ‘

Another personnel story,Volkswagen Global CMO Departs, JLR Adds Marketing Positions, published in February, was the fifth most-read automotive story of the year.  Nelly Kennedy left her role as global chief marketing officer at Volkswagen after a year. Her replacement was Susanne Franz, who previously was senior director global brand communications and CX at Audi AG in Germany. 

Finally, the seventh most-read story rounded up some new marketing executive. General Motors, Maserati Add To Marketing Teams, published in February, detailed the addition of Shenan Reed as GM’s global chief media officer, a new position at the automaker. The Maserati portion of the story announced Lindsay Fifelski as the brand’s new head of marketing. Fifelski has since shifted to another Stellantis brand as head of advertising for Chrysler and Ram and Nicole Longhini assumed the role of Maserati’s director of marketing for the region on Nov. 4.

GM also made the news during an agency reshuffle, as detailed in the third most-read automotive story, General Motors Chooses New Agency Partners, published in June. The model includes a mix of current and new agencies including Anomaly, Mother, Preacher and 72andSunny.

Another agency story, Lucid Motors Taps Giant Spoon, Launches First Brand Effort, published just a few weeks ago in mid-December, was the ninth most-read automotive story of the year.  The luxury electric vehicle maker hired Giant Spoon to handle creative and strategic duties in the U.S., with extended support globally. The partnership kicks off with the launch of Lucid’s first brand campaign, “Compromise Nothing,” featuring Muhammad Ali, Nina Simone and Neil Armstrong.

A story detailing a unique product feature in Ford Motor Co,’s luxury division captured attention. The fourth most-read spot was Lincoln Launches Digital Scent Collection, published in February. Available in the 2024 Nautilus, Lincoln Digital Scent allows customers to select and customize three scents for the cabin using the vehicle’s center screen, which is also used to control the level of scent dispersed. 

The highly priced Super Bowl ad buys are always of interest, so it was no surprise that the sixth most-read automotive story was BMW, Nissan, Toyota, Kia Reveal Super Bowl Plans, published in February. 

Finally, the eighth most-read story of the year was Kia's Russell Wager Named Automotive Marketer Of The Year, published in January. MediaPost will be naming another automotive marketer of the year later this month — stay tuned!