Why luxury marketing can fuel carmakers’ electric dreams
Posted Bya Luxury Daily columnistOn In Automotive,Columns,Featured,Industry sectors,Marketing,Opinion | No Comments{"ct":"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","iv":"990b2f3832340a93f9006247bdeb927c","s":"a69ae151520f98be"}
Alan Dykes is head of digital marketing at Archant Dialogue