With the first lockdown to contain the Covid-19 pandemic in 2020, the automotive market has suffered a hard blow, with disastrous effects on the demand for motor vehicles which seemed destined to remain extremely low for a very long time. Challenged by the difficulties caused by an unprecedented global emergency in today's world, all brands have felt the need to react: they faced a real tsunami that has changed the priorities and rules of the market forcing them to rethink communication activities on the fly.

At Cernuto Pizzigoni & Partners, a communication agency that has always been linked to the Automotive sector, we decided to analyze the market to grasp the macro-trends that was going to guide the recovery.by studying brands' communication strategies during Phase 1 of the pandemic. My research team analyzed the messages spreaded on the owned, earned and paid channels in the months of the lockdown and isolated the different communication needs that emerged: an analysis that led us to the development of a strategic model called "Automotive sector's recovery chart"where we defined the strategic guidelines.

I spoke about this research during a webinar of the "Rinascita Digitale" italian project. The video is available below:

The research was also published exclusively in the Touchpoint Today newspaper published by Oltre La Media Group srl.