Delphi Corporation Unveils New Television Ad Campaign "Transformations"

Strategic Insights -

Delphi Corporation is making a significant push to rebrand itself as a leader in automotive technology, innovation, and diversification. The company's new "Transformations" campaign, created by McCann Erickson's Detroit office, aims to showcase how Delphi's expertise in automotive technology can be applied to various industries, including medical, homeland security, and computers. The campaign features four 30-second TV spots that will debut on the Indy Racing League event broadcast on ABC. The spots highlight the company's capabilities in thermal management, data collection, navigation systems, and stability systems.

Key Takeaways:

  • Delphi Corporation is expanding its customer base beyond automotive through its new markets business, which generated $1.3 billion in sales in 2003.
  • The company's new markets business grew 60% in 2003 and continues to increase its product offerings to a growing range of market segments.
  • Recent success stories include securing $80 million in new business with Sunrise Medical for medical systems, introducing products for the electronics cooling industry, and booking $3.2 billion in new commercial vehicle business during 2003.
  • The "Transformations" campaign will run on targeted business programming, including Bloomberg News and CNN, and will also feature a radio spot beginning in March.
  • Delphi's new campaign showcases the company's expertise in applying automotive technologies to new markets and industries, highlighting its innovative capabilities.
  • The campaign features four TV spots: "Cool," "Indy," "Imprint," and "Construction," which demonstrate the company's technology in action.
  • Delphi's growth in new markets is an important part of the company's business strategy, with a focus on applying leading-edge automotive technologies to various industries.

Statistics:

  • $1.3 billion in new market sales generated in 2003
  • 60% growth in new markets business in 2003
  • $80 million secured in new business with Sunrise Medical for medical systems
  • $3.2 billion in new commercial vehicle business booked during 2003
  • 4 TV spots in the "Transformations" campaign
  • 3 industry areas targeted in the campaign: medical, homeland security, and computers

Sources:

  • "Delphi Corporation to Debut New Advertising Campaign" (PRNewswire, Feb. 26, 2004)
  • "Delphi Takes Heat Out of High-Performance Sports Cars With New Cooling Technology" (PRNewswire, Feb. 26, 2004)
  • "Delphi Corporation CEO John G. Blahnik Discusses Growth of Company's New Markets Business" (Delphi Corporation Press Release, 2003)
  • "Delphi Medical Systems Corporation Secures $80 Million in New Business with Sunrise Medical" (Delphi Corporation Press Release, Feb. 9, 2004)
  • "Delphi Corporation Announces $3.2 Billion in New Commercial Vehicle Business" (Delphi Corporation Press Release, 2003)