Key automotive marketing trends to watch in 2026

If 2026 is anything like last year, then expect the unexpected in automotive marketing trends.

Indeed, it’s fair to say that the sector as a whole faces an era of unpredictability unlike any other in recent years, with ongoing uncertainty around EV policy, major progression of Chinese car brands and the fallout from global tariffs just for starters.

Undeterred, we’ve stared hard into the Red Marlin crystal ball to highlight some of the most important PR,  marketing and digital marketing trends to look out for in the year ahead

Hyper-personalised customer journeys taking centre stage in automotive marketing trends

Data and artificial intelligence (AI) are making hyper-personalised customer journeys, which are ultra-tailored experiences for each customer, a strategic imperative which will only grow in importance in 2026.

After all, automotive consumers now expect the same high level of tailored experiences as they have grown used to from retail giants.

It means automotive brands, and their marketing teams and agencies, need to be fully aware of, and in control of their data and messaging, ensuring content is as individualised as possible to boost customer loyalty.

What are the other impacts for the customer journey?

Machine learning will also increase the personalised customer journey well beyond the purchase of a vehicle, and even more consumers will be targeted in areas such as finance options, loyalty programmes and car maintenance alerts.

Once again, the automotive industry will increasingly have to harness all assets so that every customer receives, for example, the offers that are relevant for them.

This approach will also hold true in areas as diverse as automotive lifestyle and classic cars.

Uncertainty around EV policy remains a concern for automotive marketing trends

It seems unlikely there will be total clarity on when, if ever, the sale of new petrol and diesel cars will be banned.

As a result, many car makers will adopt, or adapt, marketing strategies that focus on hybrid messaging to potential purchasers who remain reluctant to go fully electric. Rather than being a negative, this provides a golden opportunity to market their hybrid vehicles as the first step on the road to full electrification.

What areas can EV makers promote in their PR and marketing?

Meanwhile, because many EV owners will feel they’ve been given a financial kicking, such as with tax per mile, there will also be an even greater emphasis from car manufacturers, and others in future mobility, on the cost benefits of electric vehicle ownership, such as fuel savings and lower maintenance costs.

Chinese car makers will invest heavily in brand awareness

There’s no doubt that Chinese cars are brimming with some of the best futuristic technology which has helped their UK market share almost double from 2024 to 2025.

However, despite this phenomenal growth, how many Brits could tell you the names of these emerging Chinese automotive brands compared to their well-established European and US counterparts?

This means there is likely to be a concerted effort to build brand awareness alongside campaigns showcasing their technical proficiency, quality and driveability.

How do you harness PR and marketing for automotive brand awareness?

Well-known, traditional car makers have earned an emotional legacy over decades that they can lean into.

This luxury isn’t the same for many Chinese car brands who will call on the expertise of their own marketing teams and experienced automotive PR marketing agencies, such as Red Marlin, who can offer a host of PR and marketing services including awards, sponsorship and event opportunities, plus branding, advertising and SEO specialisms.

Aftermarket will have to be more creative with automotive marketing

EVs now account for almost a quarter of all new car sales in the UK.

As EVs have fewer moving parts, there should be less requirement for service and repair work. This means that aftermarket workshops, who previously relied on a steady stream of petrol and diesel vehicle work, will need to be even more creative in their PR and marketing to capture this important market share.

How can aftermarket capture new business through PR and marketing?

Similar to the situation facing Chinese car makers, brand awareness, service excellence and the customer journey is key. As well as the previously mentioned services offered by the dedicated team at Red Marlin, other skills available for aftermarket operators include email marketing, social media and digital advertising, helping them to reinforce their credentials and connect with customers on a regular basis.

Human created content will remain vital in automotive marketing trends

While AI is coming on leaps and bounds, many feel it’s still far from being able to replicate content which has the human touch. 

Content produced with human nuances and its subtle differences will be recognised by AI engines, and subsequently rewarded across SEO.

Content creators will come into their own

As a result of the above, there will be an even greater demand for skilled content creators.

Their skillset will be vital in producing unique, engaging, informative and useful content for the user, which has a purpose, whether that’s in the sphere, for example, of fleet services.

Will we see a return to more traditional automotive marketing methods?

If you thought print was dead, then think again. While it will never return to the circulation figures from decades past, there is still an appetite for holding, and reading, something that is tangible.

While print cannot compete with the immediacy for news as digital, it is ideal for long-form investigative, educational and in-depth features, especially in such areas as engineering and technology.

It was, therefore, interesting to hear the recent news that Petrolicious is bringing back the newspaper in the form of The Petrolicious Post.

PR teams will need to be more agile than ever

The role of PR hasn’t changed but the channels and methods continue to do so.

It means, that PR teams will need to be even more agile than ever in 2026, balancing the rapid digital landscape with other opportunities, including the printed press, but also alongside other areas such as awards and sponsorship.

Know automotive marketing trends with digital agency support

If you could benefit from our insight and expertise in automotive marketing and PR services in 2026 and beyond, then please get in touch for a no obligation chat.