Advanced Marketing Students Explore Real-World Strategies at the Detroit Auto Show

Entrepreneurship and Advanced Marketing students from Oakland Schools Technical Campus Southeast attended the Detroit Auto Show in January to study real-world marketing strategies used by leading automotive brands.

Students examined how manufacturers positioned new vehicles, engaged consumers, and captured customer data. Several major dealers offered short demonstration rides to highlight key vehicle features.

Jeep demonstrated its off-road capability by having a Jeep Wrangler climb a four-foot incline with ease, showcasing the vehicle’s performance and rugged branding. Cadillac emphasized speed and innovation, highlighting its acceleration capabilities as part of an effort to attract younger demographics. Subaru partnered with a local humane society, inviting attendees to interact with adoptable puppies, a strategy designed to create positive brand association and drive foot traffic.

Throughout the show, attendees were encouraged to scan QR codes and submit contact information, illustrating how brands collect consumer data for ongoing digital marketing campaigns.

Student Morgan Robinson said the experience expanded her understanding of promotional strategy.

“The Detroit Auto Show gave me a wider perspective of marketing techniques and how vendors sell and promote their product to make a profit,” Robinson said.