The Changing Face of UK Automotive Marketing in 2025.

I have worked in automotive marketing for nearly 40 years and have seen many changes along the way. The industry continues to evolve, and I thought it would be interesting to reflect on how automotive marketing in the UK is changing. In 2025, the landscape is shifting rapidly, shaped by digital innovation, changing consumer expectations, and a growing focus on sustainability.

Short-form video content is now a key focus, with platforms like TikTok, Instagram, and YouTube Shorts dominating automotive advertising. AI-driven marketing is also on the rise, helping brands personalise customer interactions and refine targeting strategies.

With consumers spending more time online, digital advertising investment is growing ever more, particularly across social media and search engines. Meanwhile, in-car advertising is emerging, using connected vehicle technology to deliver targeted ads, though of course, that comes with concerns over privacy and distraction.

The car-buying journey is also changing. Virtual showrooms, AI chatbots, and personalised recommendations are becoming more common, making the digital experience feel more seamless. As everything shifts online, it’s creating new opportunities for more joined-up local marketing, ensuring national campaigns are complemented by Dealer-led activity at a community level.

That’s why collaboration between manufacturers and their Dealer networks has never been more important. Whether it’s making the most of shared data, aligning messaging, or ensuring consistency across digital and personal experiences, a more joined-up approach can help brands and retailers cut through the noise.

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