Auto insiders on what's next for the industry

To celebrate the return of the LA Auto Show, Twitter partnered with Ad Age News Editor E.J. Schultz to host a live Q&A on Twitter Spaces with Nissan US CMO, Allyson Witherspoon and Twitter Auto Industry Director, Guy Schueller. Dive into their takes on what’s happening in the auto world in 2021, and what’s expected in 2022.

Disclaimer: The following conversation has been edited and condensed for clarity. The full original recording can be found on Twitter Spaces.

E.J.: How have you seen brands adapt during the period where auto shows were not happening in terms of how they revealed vehicles?

Guy: The most impressive shift I’ve seen is how quickly the automakers (original equipment manufacturers or OEMs) pivoted to virtual reveals, which has been exciting for both brands and customers. For auto customers on Twitter – where live events have performed incredibly well – these virtual events have been well-received. Customers on Twitter feel like they’re getting access to something exclusive, and it removes the geographic boundaries that auto shows historically have.

For the OEMs that have activated virtually, there’s been a ton of conversation growth on the platform in a way that traditionally would have been limited during a live event. Plus, these virtual events open up even more opportunities for customer engagement as vehicle reservations become a larger part of event goals for OEMs.

E.J.: Right now in the auto industry, electric vehicles (EVs) are the hottest topic. How do you see that conversation playing out on social channels?

Guy: We've been saying for a long time now that the year of EVs is going to come – sort of like how the advertising industry has said for years that the "year of mobile" was going to come, and it finally did. I think we're finally hitting that point where EVs are a real thing, and consumers are definitely talking about EVs on Twitter. We saw 6M+ Tweets around EV adoption last year on the platform, and my guess is we'll easily eclipse that figure this year just with the number of new models that have been launched. The conversation is frenetic – whether it’s consumers talking about what they want from EVs, or what they're nervous about when it comes to EVs. The point is that they’re talking about them.

Allyson: That's exactly what we've been seeing at Nissan, as well. And at Nissan, we aren't new to the EV game. We actually had the first electric vehicle with the TAMA, which was from decades ago. And then we had the first mass-market EV with the Nissan Leaf, so we're ready for this transformation. I think consumers are there, and the demand is there. The infrastructure is also there, and that'll continue to be built out. And now, we have EV models in the segments consumers really want.

So when consumers want crossovers or SUVs, we have those types of vehicles ready for them, and the Nissan Ariya is an example of that. And I think the best part is that the EV models are going a lot further, and they're costing a lot less, and that's really what consumers are looking for.

E.J.: There's still a lot of consumer skepticism out there for people with range anxiety and things like that. How are you talking to the skeptics, and are you using social media?

Allyson: Yes, absolutely. I think the educational aspect of that is the most important thing. Social media gives us a great way to reach out to the kinds of people who are having those conversations and to help educate them on what's coming next, what’s possible, and start to work through a lot of questions that they have. 

This isn't the first technology that consumers have been skeptical about, and I think the more we can take these conversations on and really have them one-to-one through social channels and with targeted marketing, the easier it will become. It’s important for us to reach out to EV owners, or even prospects, and really start to have that dialogue with them.

E.J.: So what do you think 2022 is going to look like? What are some of your predictions?

Allyson: I do think EV is going to remain a very steady conversation, and on the supply chain side, hopefully that’s going to start to turn around, and we’ll fade out of that conversation. Connectivity is going to be an important discussion, along with all of the emerging technologies that are going to be available in-vehicle. I think the path to autonomous driving is where the conversation is going to evolve beyond EV.

E.J.: And Guy, how about you? Predictions for 2022?

Guy: The EV conversation is going to further accelerate as more vehicles are introduced to the market. I also think the supply chain issue is in the consumer conversation right now, and I don’t think that’s necessarily a bad thing. In fact, I think it’s an amazing opportunity for auto marketers, especially in the first six months of 2022, to really focus on their brand. What sets your brand apart? Right now consumers can’t necessarily just go out and get the car they want, and they’re going to have to potentially wait. That represents an opportunity for brands to reassert their value, and I really hope that’s a big part of the conversation in the first half of the year.

And I absolutely agree with Allyson that the next frontier in auto is another thing that we’ve been talking about for years which is the vehicle’s connectivity to everything in your life. A few years back we talked about the fact that the car’s going to become like your phone and become a personalized experience. I think we’re getting closer to that experience being real now.

E.J.: Allyson, ending on a more personal level, how are you using social media right now? Obviously you’re well known in the auto industry, but do you communicate as the CMO of Nissan?

Allyson: I very much want to be a part of the conversation. Part of my role, I believe, is actually being out there talking about the brand and also sharing a bit about myself and my journey, both personally and professionally. I know there’s a school of thought where some people think there needs to be a separation between the two, and I don’t see that. I think especially in a role like a CMO, it’s important for people, for employees, for team members, and even for the public to see some of the more human side of executives.