Why luxury marketing can fuel carmakers’ electric dreams
Posted By a Luxury Daily columnist On In Automotive,Columns,Featured,Industry sectors,Marketing,Opinion | No Comments{"ct":"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","iv":"4c1e6a0b5a5769542bd820ab9d7df275","s":"5fc48a9f1ec470ed"}
Alan Dykes is head of digital marketing at Archant Dialogue