BRIGHTON, MICHIGAN, USA - Delphi Automotive Systems is mounting a worldwide public relations effort aimed at carmakers, investors, the aftermarket and consumers.
'Delphi is the $29 billion company that no one ever knew about,' said William Lafontaine, customer division marketing director. 'We are positioning ourselves as a company that knows the vehicle from the drawing board through its complete life cycle.'
Lafontaine said the main aims of the marketing drive are:
To strengthen awareness of the Delphi brand among its auto industry customers
To increase institutional and public investment confidence
To support Delphi's new drive into the aftermarket
To increase the profile of the Delphi brand among motorists.
Delphi separated from its long-time corporate parent, General Motors, a year ago and is eager to create its own image.
'We have key technologies and products which are different, and we are aiming for Delphi to become the brand of choice,' said Lafontaine.
Delphi has already mounted a television campaign in the USA with a series of five advertisements. They depict Delphi the brand as a 'wondrous world hiding behind closed doors,' said Lafontaine. Truck and garage doors are opened by unsuspecting individuals to reveal brilliantly illuminated scenes of high-tech activity.
Lafontaine said Delphi plans to roll out the campaign in other regions, including Europe.