Whether writing for magazines, books and online or developing communications for major automotive companies, my job has always been to find the right words. My credentials come from more than 35 years of experience in the international automotive sector. I cover not only the vehicles themselves, but the technical, structural and socio-political developments shaping the global automotive industry and its supply chain. A technical background in powertrain and design is backed up by an in-depth appreciation of the issues impacting the automotive business today.
Communications
I collaborate with major brands and their communications agencies to develop strategic messaging and written content. Deliverables range from press releases to social media posts and from complete websites to in-depth technical articles. I also write extensively for the spoken word, including board-member speeches, executive briefings and video scripts.
Regardless of medium and format, I always strive to produce cohesive content that effectively expresses the client’s message in their voice and in a way that engages their target audiences.
Journalism
As a freelance print journalist, my specialist outlets spanning 20 years included industry and newsstand publications in the UK and USA. My particular expertise includes:
- The transition away from fossil fuels
- Powertrain technology
- Automated driving and assistance systems
- Design
- German automotive brands
Germany
The country, its automakers and its language have been the epicentre of my career. It is home to most of the brands and clients I have written about and for. As well as speaking the language fluently, I also lived there for several years and still travel there regularly. Working with German companies has also extended my experience beyond its borders and into the major automotive regions of the world, where German brands are deeply embedded.
Elaine Catton 