INTERVIEW Roxana Detesan, AUMOVIO Romania: “Meaningful content and endured connections matter more than sheer visibility or being everywhere at once”

The Architects of Perception and Trust | Editorial Series by Automotive Today

“What we have noticed in recent times is that people have higher expectations regarding global developments and how others, including companies, choose to present and to position themselves. As a result, brand communication must be relevant, authentic and bi-directional. It has evolved from broadcasting to conversations, shaped to various types of stakeholders,” Roxana Detesan, Head of Country Communications AUMOVIO Romania told Automotive Today.

“Storytelling has become more human and less traditionally corporate, while messaging is now delivered modularly – adapted to audience, format and channel. This is exactly what you see us doing at AUMOVIO.”

How would you describe the biggest changes in brand communication over the past years?

In one word: Transformation. And yes, you are probably thinking that this is a word we hear everywhere nowadays, regardless of sector or activity. That is true, yet it should not be understood as a cliché. At least for the professionals working in Communications, the changes unfolding across the world, industry, business and society have become integral and continuously shift how we build brand communication.

What we have noticed in recent times is that people have higher expectations regarding global developments and how others, including companies, choose to present and to position themselves. As a result, brand communication must be relevant, authentic and bi-directional. It has evolved from broadcasting to conversations, shaped to various types of stakeholders. Storytelling has become more human and less traditionally corporate, while messaging is now delivered modularly – adapted to audience, format and channel. This is exactly what you see us doing at AUMOVIO. You are always welcome to follow us on our website, Facebook, LinkedIn, Instagram and YouTube.

What do you believe will define successful brand communication strategies in 2026?

In my opinion, successful brand communication strategies will be defined less by louder messaging and more by how consistently, creatively, and humanly brands show up. Meaningful content and endured connections matter more than sheer visibility or being everywhere at once. Clarity is preferred over noise, relationships over impressions, and credibility over overly polished content.

The true superpower of brand communication lies in genuinely, responsibly, and transparently translating the company’s strategic directions, together with its brand values and purpose – by, with, and for its people. It is always about togetherness and about demonstrating confidence through competence, passion and authenticity. This builds trust across the entire brand value chain and beyond.

A brand is what we make of it—we have to fill it with life, performance, and drive. With this simple, yet complex and powerful statement, our new brand AUMOVIO was introduced last September, when our independent company was launched globally and in Romania.

In your opinion, how has consumer trust toward brands evolved recently?

The way society relates to trust in a context of accelerated transformation has evolved significantly – and this is equally true for brand credibility. Consumer trust has become more selective and conditional in recent years, which has challenged and empowered brands to refine how they communicate: real, natural, and authentic.

Yet, when it comes to trust, one thing remains unchanged. Trust has always been, and will always beearned continuously. It must never be assumed or taken for granted. Trust is built on proven facts, solid communication and long-term partnerships. And all of this starts with the company’s business strategy, followed closely by brand communication.

How should communication teams demonstrate their value to business leadership?

I’m proud to say that at AUMOVIO in Romania, together with my Communications and Employer branding team, we are recognized as a true partner and advisor for our internal and external business partners.

Both at location level and at country level, we have earned this position by actively supporting the company’s goals and by demonstrating, day by day, that our work is focused on creating tangible value for the business. My colleagues in Iași, Sibiu and Timișoara act like wizards, as I like to say. We are multidisciplinary professionals with strong skills across communication domains, offering integrated and professional Communications solutions for AUMOVIO, The Adaptive Powerhouse for Future Mobility.

What initially attracted you to a career in communication profession?

My attraction to a career in Communications grew naturally from a desire to reveal what happens behind the scenes and the passionate masterminds behind the state-of-the-art technologies developed and produced within the company.

Back in 2010, Communications was almost an alien profession in Romania, with few being active in the field and even fewer people truly understanding what it entailes or the benefits it brings. Throughout this journey, I have learned a lot – guided by great mentors, empowered by brilliant teammates, and trusted with major projects I never imagined coordinating as a young professional.

My studies and strong expertise in foreign languages, translations, business and academic training, such as my predilection for arts and for the attention to details were the foundation who advanced my knowledge and career path in my role as Head of Country Communications of one of the top companies in Romania, known today as AUMOVIO.  

What is the biggest lesson you’ve learned working in communication?

A clearly defined Communications strategy and well-articulated objectives are essential. Resilience, the ability to adapt quickly to change and the capacity to agilely reshape concepts in line with evolving business and stakeholder needs are key differentiators in professional Communications. Enjoying the journey and embracing the lessons learned along the way are the quintessence elements of my profession and career.

What keeps you inspired in your everyday job?

The dynamics, the people, the novelty and the projects. In Communications, there is always something new and often something unique to manage. This sometimes translates into a greater need for coffee, but the energy and enthusiasm are ultimately fueled by the activities itself.

If you could change aspects in the communication patterns today, what would it be? 

Difficult to say. I would advocate for tailoring and relevance over the widely spread habit of instant communication. Communicate with both heart and mind, stay creative and authentic, and deliver timely and accurate communication.

Share three power words or motto for brand’s perception and trust in 2026.

Integrity. Depth. Impact.