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UMTRI teams up with Oakland University for powertrain conference

January 30, 2012

UMTRI has teamed up with Oakland University's School of Business Administration to host "Marketing New Powertrain Technologies: Strategies in Transition," a one-day conference on Wednesday, February 15 at Oakland University in Rochester, Michigan. The event will take place from 9 a.m.-4 p.m. and will focus on transitioning consumers to purchase more fuel-efficient vehicles.

Conference Background

The U.S. automotive industry is undergoing a momentous transformation as auto companies evolve their vehicle product lines to include alternative energy and drive-train options to meet increased fuel-economy standards required for their fleets. Yet, it isn't clear that consumers are willing to spend their money for these new technologies. Manufacturers plan to address this paradox through distinctly different strategies.

This conference will discuss how manufacturers are employing strategic and tactical marketing activities to launch new technologies into the marketplace today, as well as provide insight into some of the methods they may employ in the near future to migrate consumers to more fuel-efficient vehicles.

The event will also include a discussion of similarities and differences between approaches to marketing strategies in both developed and emerging markets. Speakers from global auto manufacturers, dealers, governments, as well as academicians will provide a thought-provoking dialogue about these issues.

Confirmed conference speakers to date include John Viera of Ford Motor Company; Brendan Jones of Nissan North America; Cristi Landy of GM; Bill Underrider of the National Automobile Dealers' Association; Scott Ellsworth of Ricardo Strategic Consulting; Lonnie Miller of Polk; and Walter McManus of Oakland University.

To register, see Powertrain conference registration.