2008 Hot Markets — Charting Your Course

Rentals and leases ($1.3B to print, +8 percent) and new vehicles ($4.1B to print, +3 percent) will slowly accelerate their print spends heading into 2009, when radically new brands and models powered by pollution-free fuel cells will be introduced. Volkswagen will become a domestic producer, and Chinese cars will be manufactured in Mexico; both demanding print for introductions and dealer build-outs. Driven will be POP, outdoor, high-end sheetfed, pressure-sensitive/decal OEM and direct mail. Finance/insurance ($2.0B to print, 0 percent) and used vehicles ($0.5B to print, 0 percent) will decelerate.