It feels like only yesterday; launching a car in virtual reality and selling it online for the first time. I still remember the buzz of the Volvo XC90 virtual campaign created with the friends at Volvo and DigitasLBI. We had superstars like Zlatan Ibrahimović and Daniel Eek lending their presence to something truly pioneering: a car you could discover, desire, and even buy without ever seeing it in the real world.
That was the early 2010s. The bold predictions were flying: linear TV would fade, replaced by super influencers who owned the content, the platform, the commerce and the audience. And honestly? We weren’t far off.
So, where are we today?
From advertising signs to feeds
Fast forward a decade, and social media isn’t just a marketing tool. It’s the new showroom, the new word of mouth, and in many cases, the new sales channel. Platforms like Instagram, TikTok, and YouTube are reshaping how consumers engage with car brands. The conversation is real-time, and the feedback loop is instant.
The rise of social commerce
We’re also seeing social commerce become a seamless path to purchase, brands are skipping traditional dealers and letting consumers browse, ask questions, and even buy directly through social platforms.
Influencer trust over traditional ads
Trust and authenticity now drive purchase decisions and influencer marketing plays a massive role. When someone you follow — not just a celebrity, but a creator you believe in — recommends a vehicle, it hits differently than an outdoor advertisement sign ever could.
From customers to communities
And let’s not overlook community. With consistent updates, behind-the-scenes content, and user-generated media, car brands are building more than awareness. They’re building loyalty and belonging. People don’t just buy cars, they join movements.
In short, social media isn’t just influencing automotive choices. It’s co-creating them.
• Automotive Social Media Marketing: 5 Critical Trends | Sprinklr
• Influencer marketing: an overlooked automotive asset | Automotive World
• Automotive Social Media Marketing in 2025: My Predictions as a Marketing Agency Pro
• Automotive: Americans OK Buying Cars Via Social Media
• User-Generated Content Manual For Automotive Brands – Tagbox
• Experiential marketing in the automotive industry – Appointedd