Indeed, some believe that in the US, automotive companies will spend more on the Internet than they will on print and other traditional media such as television within one or two decades.
There have been warnings sounded at the congress that some of the traditional automotive media may close as their advertising revenues decline, and more readers switch to the Web for motoring information.
However, other experts - like Ford`s vice-president of global marketing James Schroer - believe that the Internet will never overtake automotive spending on traditional media despite being a rapidly growing element in the automotive marketing mix.
Schroer said that the emphasis in automotive marketing on the Internet will be to provide information, while television will be used mainly to strengthen brands.
The motor companies will use the Internet increasingly for niche marketing as mass marketing gives way to far more targeted efforts to reach specific consumer groups.
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