Automotive Marketing Trends 2025: Global Shifts Marketers Should Know Of

Before a shopper enters a car dealership, they likely already know a lot about the brands available and what they’re looking for. They may have already done significant research on the models, pricing, and features of different automotive options — by the time a shopper enters the dealership, in fact, they’re probably close to becoming a buyer.

This is even more true than it used to be, as digital and physical automotive marketing tactics overlap. Automotive marketers can do a lot of work to influence car buyers from the start of their browsing journey through to driving a new car home. The automotive market is predicted to see modestly steady growth over the next decade, but marketers will need to work harder than ever in the face of multiple new entrants to the field, on top of ongoing cost of living issues.

[Source: Polaris Market Research]

Trend 1: The Shift Toward Digital-First Car Buying Experiences

Digital-first car buying experiences may have started with digital marketing, but they’ve grown exponentially with the availability of AR (augmented reality) and VR (virtual reality) options and sites like Carvana and CarGurus. Marketers should consider these areas as they’re building superior digital experiences — with a surplus of channels and sites, the primary goal for performance marketers has to be customer experience.

A Good Experience

Automotive shoppers have lots of options to buy a car today, and the experience has to be easy and seamless — no pressure and no bait-and-switch on costs, and digitally, multiple ways to explore and research vehicles. Marketers should consider all the tools at their disposal to create great automotive buying experiences, such as virtual showrooms, online configuration tools, and test-drive schedulers. Showing off products in high-def, 3D views, and connecting the customer to the brand, are important in 2025. Gathering and using data safely will also be key to building a positive, successful digital experience.

All the Details

Consumers can find a ton of detail when they’re starting their journey towards car shopping and even buying vehicles online. Providing specific information is essential from the marketing perspective, and may include:

• Price comparisons.
• Reviews and testimonials.
• Looking for actual cars for sale.
• Comparing models of an auto brand.
• Looking up current car value.
• Finding a local dealer.
• Searching for fuel efficiency and safety rating data.

Digital advertisers should keep these topics in mind as they’re generating leads and online sales for dealerships, and consider all their possible tools, including optimized websites, lead capture options, social and search ads, live chat, and retargeting. Specific automotive techniques like virtual showrooms or configuration tools can offer a way to engage a prospect, capture their contact info, and move them toward purchase.

Here’s what else to know:

• 95% of car buyers search online before buying.
• 14% of online car buyers surveyed didn’t test drive before buying.
• 78% of American consumers who bought a car online found it a highly satisfying experience.
• Auto search ads achieved a 6.49% conversion rate in 2024.

Trend 2: Personalization and Data-Driven Automotive Marketing

Personalization and data-driven marketing can make a big impact on the success of automotive campaigns. Because car-buying still has such an essential in-person component, digital marketers should consider how to personalize the buyer’s journey to move them toward a dealership visit.

Data-Driven Marketing

Data is paramount, meaning automotive marketers have to make sure their technology is up to speed so there’s a single source of truth. In a multi-channel marketplace like automotive, capturing and using prospect and previous customer data is the only way to avoid repetitive tactics and spamming users.

Marketers should gather first-party data as much as possible through web, app, or dealership interactions and keep the CRM updated continually with any new details gathered. For automotive marketing, metrics should include industry-specific numbers, such as dealership visits. As with collecting consumer data in any industry, follow regulatory compliance by ensuring that users understand why you’re gathering data and give them options to opt out. Automotive CRM systems can also capture vehicle data, so make sure the same regulations are followed.

Personalization

With high-quality data and the possibilities of AI, automotive marketers can tailor messaging to prospects. These messages, timed correctly, can help bring a digital prospect into the dealership and close the sale. Personalization tactics might include:

• Targeted ads.
• Emails with tailored offers or promotions.
• App notifications or texts.
• Videos showing off vehicle features.
• Web and landing page personalization.

For automotive marketers in particular, demographic data, location information, lifestyle varieties, online behavior, car buying history, and purchase intent are all useful. These pieces of information can help inform whether a new prospect is looking for a sports car or a minivan, and whether new technology or storage space is a higher priority.

Here’s what else to know about personalization and data-driven marketing:

• 6 out of 10 car buyers are open to considering multiple vehicle options when they first start to shop.
• Personalization can deliver 5-8x the ROI on marketing spend and lift sales by 10% or more.
• Third-party sites are the most used for car shopping, by more than 80% of shoppers.

Trend 3: The Growing Importance of Electric Vehicle (EV) Marketing

Details are generally an essential part of automotive marketing, and even more so in the electric vehicle segment, which has seen customers trying to get to grips with not only a huge technological change, but a series of ever-changing regulations. Those shopping for EVs need all the facts about mileage, charging, and more to have confidence in choosing the right make and model. Plus, the market is growing quickly, with steady growth globally.

[Source: Edmunds]

Marketers can promote the technology aspects of EVs as well as tailor messaging to sustainability and values-based buying.

EV-Specific Information

These vehicles are still new, so many potential buyers need education around them. Marketers should create content that demystifies EVs as much as possible, such as showing users how and where to charge the car, the tech and charging infrastructure roadmap, how the battery works and what it requires, how far a charge lasts, the cost of the car (and potential cost savings on gas), and other specifics. This should continue through and after the sale, such as providing training, customer support, maintenance reminders, and more.

Unique Messaging

The typical messaging for gas-powered vehicles doesn’t necessarily align with EV shoppers. Digital marketers should take into consideration the distinct benefits that EVs bring, namely sustainability. They should also focus on brand building, as many EV makers are new to the market and not household names. For established or legacy automotive brands, their electric vehicle options also might not be well known.

The overall value prop for EVs is more holistic than with traditional vehicles, and buyers are often willing to pay more for the vehicle in exchange for values alignment. Still, marketers should focus on simple, benefits-led messaging, highlighting the broader value — e.g., fuel cost savings over time — and any unique features to the particular EV auto brand. The cutting-edge nature of EVs also means that influencers can be useful, along with customer testimonials from a broad range of owners. EV shoppers might also strongly value innovation and want to see that reflected in marketing campaigns, like with interactive VR or AR options.

Here’s what else to know about EV trends:

• In the U.S., there was a 21% buying increase YoY, with 1.7 million EVs sold in 2024.
• 47% of EV shoppers want to pay less than $40,000, but in 2024 there were just four models sold at that price.
• The average EV transaction price was $61,702 in 2023, about $15,000 more than traditional vehicles.

Trend 4: Leveraging Video and Immersive Experiences in Automotive Marketing

An automotive buyer is probably doing a lot of research online ahead of actually visiting a dealership. There’s a lot of opportunity for marketers to provide new, unique, and engaging online experiences to these shoppers, particularly as cars themselves become more sophisticated technologically.

Video

Running digital marketing campaigns for automotive in 2025 requires high-quality (often short-form) video. Marketers can consider how to incorporate interesting, dynamic perspectives and vehicle demos that show off compelling features and innovations. With so many automotive details available to prospective buyers, it’s necessary to have a range of videos to entice shoppers to see a car in person and speed up the buying process. Testing various channels like YouTube, Instagram, and TikTok can help marketers find which type of content resonates with customers, and deliver different levels of information and experience at different points of the customer journey.

While not strictly video, motion ads — featuring eye-catching graphics that move for up to 15 seconds at a time — can also be effective. Renault Australia, for example, used a mix of image and motion ads to lower their CPA by 51%, and their CPC by 16%.

[Source: Exploding Topics]

Interactive Experiences

Automotive marketing has proved to be a great testing ground for virtual reality and augmented reality technology use. With prospects doing so much online research before visiting a dealership or purchasing otherwise, VR and AR can fill in a lot of the gaps of the driving experience. VR can help customers explore showrooms and simulate the driving experience in a variety of conditions. AR allows a prospective customer to envision various finishes and design options with a virtual car, e.g.

Here’s what else to know:

• More than 75% of automotive shoppers say online video has influenced their shopping habits or purchases.
• More than 70% of car shoppers used at least two devices during their research process, according to Statista.
• More than 60% of automotive shoppers visited a dealership or dealer website after watching a video about a particular vehicle.

Trend 5: The Strategic Use of Social Media and Influencer Marketing in Automotive

Both social media and influencer marketing can drive digital marketing success. Choosing which specific platforms and influencers will depend on the automotive brand and its audiences, and creative teams should test and learn to see what engages prospects and drives them towards a conversion. Social media engagement is a good indicator of interest for marketers, while influencer marketing can be measured in engagement, click-through rate, and referrals. Automotive marketers should also pay attention to car-specific review platforms like Edmunds and Kelley Blue Book, along with Google Reviews and Yelp for dealership reviews.

Social Media

Automotive digital marketing will probably use a mix of Facebook, Instagram, and TikTok, fluctuating depending on which performs best for a particular brand and prospects. Specific targeting is very useful across social media and other digital platforms for automotive advertising, and offers lots of room for creativity and constant testing to avoid user fatigue. Targeting options usually include demographic information, such as age, type of location (urban, suburban, or rural), income, online behaviors, values and motivations around car buying, and more. Carrying out A/B testing according to demographic information can help marketers understand which format types to use with which audience segment, plus other details like copy and imagery.

More tailored sites like Pinterest or LinkedIn might also be a good fit, depending on the audience and marketing goals. In addition to posting fresh content on social media platforms, a digital marketing team will have to monitor those sites to find opportunities to engage with users further, such as in comments, replies, or reshares.

Influencer Marketing

Brands with devoted fans can use influencer marketing to their advantage by choosing passionate, authentic influencers who are deeply familiar with the brand. EV brands might focus a large part of their marketing strategy on influencer marketing, particularly if there are notable public figures or celebrities passionate about EV tech and innovation. In general, influencers can be useful for automotive brands to generate excitement, offer real-life, detailed reviews, and create trust.

Here’s what else to know:

• More than 38% of car buyers turned to social media and influencers before purchasing.
• 1.37 million influencer posts mentioned the auto industry in just one quarter of 2023, with Instagram claiming 90% of those posts.
• 45% of shoppers report they’ll use social media to research their next vehicle.
• 66% of all car buyers use KBB.com to research vehicles.

Key Takeaways

Automotive marketing in 2025 offers a lot of opportunity, though it’s a fragmented and busy industry. Digital marketers have to put the customer experience first to make sure it’s both smooth and protects the brand, while generating leads and moving the buyer journey along.

Frequently Asked Questions (FAQs)

What are the most effective digital advertising channels for automotive in 2025?

Digital marketers and advertisers have a lot of options for automotive in 2025. A compelling mix of display, vertical, and native advertising will continue to yield results, and social media platforms like Facebook and Instagram will remain essential, as will YouTube. AI-powered analytics can help marketers use time and resources wisely by finding and targeting high-intent users and meeting prospects where they are in their journey toward buying a car.

How can automotive brands build loyalty in the digital age?

Automotive brands have more channels and options than ever before to build customer loyalty through personalization and expanded channels like social media. Building loyalty can be incredibly effective and lucrative in the automotive industry, where buyers often gravitate toward a particular brand as a reflection of their own values, and recommend the brand to others. Loyalty programs using data-driven targeting can start as soon as the car purchase is complete, making sure to continue connecting with the buyer through dealership service offers and other social and digital campaign nurture tactics. While the buying cycle may be complete with a first purchase or lease, marketers can essentially restart the consideration part of the funnel for the audience segment that has already purchased from the brand.

What are some successful examples of automotive digital marketing campaigns?

Both established and upstart automotive marketers can be successful online, going beyond traditional TV ads and billboards. Chevrolet worked to combat declining brand health and reach younger audiences in 2015 with its Best Day Ever campaign, which used a unifying social media hashtag — #bestdayever — along with celebrity performances, surprise acts of kindness, and other events across video, live streams, social platforms, and more. Chevy saw great results: 75% of the campaign’s engagement was with people younger than 35, and 80% of campaign activity was on mobile devices.

How is technology (e.g., AI, connected cars) impacting automotive marketing?

New and emerging technology is having an impact on automotive marketing as digital options abound to target and convert prospective buyers. AI, for example, enables more data-driven and hyper-personalized marketing tactics, so marketers can create better, more seamless buyer journeys.

What are the key metrics for measuring success in automotive digital marketing?

Automotive marketing includes some industry-specific metrics, such as cost per qualified website visit, cost per online car configurator, or whether a prospect has visited a dealership and how often. The baseline key metrics for measuring automotive digital marketing success are generally the same as in other areas of digital marketing. They include cost per lead (CPL), customer acquisition cost (CAC), and conversion rates, along with softer metrics like social engagement and video views. Automotive marketers will also track brand metrics, such as sentiment and brand recall.