Auto Bild is Germany's highest-circulation car magazine and one of Europe's best-known automotive brands. Published by Axel Springer Auto Verlag GmbH, Auto Bild reaches 2.1 million readers weekly and over 11 million unique users per month on autobild.de. The brand stands for in-depth vehicle tests, current mobility news, and comprehensive car buying advice.
Challenge: Future-proofing and actively shaping change
Auto Bild provides weekly facts, information, and stories about cars. The editorial team, sales, and publishing house are increasingly confronted with changes in mobility, the media landscape, and readership. This necessitates a look into the near future for content-related and structural realignment:
- Analysis of mobility transformation and support for the brand transformation process
- Trend identification and specific trend evaluation in relevant areas
- Definition and derivation of opportunities and risks for the Brand Vision 2025+
Industry Situation & Trends
The automotive industry is facing a paradigm shift not only in terms of propulsion systems. New mobility concepts and business models, new target groups with new value sets and demands, and new players from converging industries (e.g., IT, energy, or finance) also require both editorial and structural adaptation to the diverse dynamics of change.
Approach and Solution
Identification, evaluation & prioritization of the most relevant market changes.
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Change and Added Value
As part of Auto Bild's strategic realignment for 2025, the aim is not only to accompany the transformation of mobility but also to actively shape it.
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After turbulent and highly transformative years in print publishing, media brands in automotive journalism are now facing the next wave of transformation – this time, however, primarily at the content level. Through comprehensive trend research in clearly defined search fields, as well as the collaborative discussion, evaluation, and classification of the 41 identified trends within the established Trend Radar framework, a clear understanding was developed regarding timely developments and the resulting opportunities and challenges for automotive journalism over the next five years.
Through the collaborative discussion, evaluation, and integration of the 41 identified trends into the established trend radar framework, a clear understanding of current developments and the resulting opportunities and challenges for the next five years was gained.
As central input for the development of the new Auto Bild Brand Vision 2025+, TRENDONE identified the most relevant trends in the four areas of Media, Publishing & Communication, Mobility, Customer, and New Technologies. Through a subsequent intensive discussion of the total of 41 trends, these were evaluated for their strategic relevance to Auto Bild and compared with the current "Know How & Competence Level". The generated Key Insights were incorporated and developed into a robust Auto Bild Brand Vision 2025+.
