By: Eyeota
The automotive industry is navigating a complex landscape in 2025. The ongoing global tariff war has introduced significant cost pressures, as manufacturers and consumers alike grapple with rising prices and supply chain disruptions. Despite these challenges, global new vehicle sales are expected to reach 89.6 million units in 2025, marking a 1.7% year-over-year increase.
In an uncertain and ever-shifting auto sales and services market, brands are under more pressure than ever to connect with auto owners and buyers effectively, ensuring marketing efforts are both appropriate and efficient. Let’s look at five ways brands can ensure they’re connecting with auto owners and buyers in a relevant way, as well as some specific audience segments that have been proven to drive conversions and sales.
Connect with In-Market Car Shoppers
In-market car shoppers are actively seeking their next vehicle, making them a prime audience for timely and persuasive marketing. These consumers are researching options, comparing prices, and evaluating financing. Brands can capture their attention through targeted ads highlighting promotions, trade-in offers, and financing deals, ensuring messaging aligns with their purchasing journey.
Targeting Tip: Looking to connect with in-market auto shoppers? Consider leveraging an audience segment like “US 33Across - Auto - In Market - Car Buyer - Very Likely In Market.”
Connect with Car Collectors
Car collectors represent a niche yet influential segment of the automotive market. These individuals often own multiple vehicles and are passionate about automotive history, design, and performance. They are likely to invest in high-end models, restoration projects, and exclusive automotive events. Brands can engage this audience through personalized content, showcasing rare models, and offering exclusive experiences that resonate with their interests.
Targeting Tip: Looking to connect with individuals who already own a large number of vehicles? Consider leveraging an audience segment like “US Plunge Digital - Auto Owners - Total Individual Vehicles - 7 or more.”
Connect with Car Renters
Car renters encompass a diverse group, from business travelers to individuals seeking temporary transportation solutions. This audience values convenience, flexibility, and cost-effectiveness. Brands can appeal to car renters by emphasizing seamless booking experiences, loyalty programs, and partnerships with travel services to enhance their rental experience.
Targeting Tip: Looking to connect with drivers in search of car rentals? Consider leveraging an audience segment like “US Data Axle (fka Infogroup) - Consumer - TargetReady - Automotive - Rental Cars.”
Connect with Auto Insurance Shoppers
Auto insurance shoppers are evaluating coverage options, seeking competitive rates, and considering bundling opportunities. They are receptive to messaging that highlights savings, comprehensive coverage, and customer service excellence. Brands can engage this audience through personalized quotes, testimonials, and educational content that demystifies insurance choices.
Targeting Tip: Looking to connect with drivers on the hunt for new insurance policies? Consider leveraging an audience segment like “US Verisk - Intent - InMarket for Auto Insurance - Highest Likelihood.”
Connect with Car Owners in Search of Maintenance
Vehicle maintenance is a recurring need for car owners, encompassing routine services, repairs, and upgrades. This audience seeks reliable service providers, transparent pricing, and convenient scheduling. Brands can attract these consumers by promoting service specials, offering online booking, and providing educational content on vehicle upkeep.
Targeting Tip: Looking to connect with car owners looking to service their vehicles? Consider leveraging an audience segment like “US Wiland Ultimate - Intent to Buy - Auto Repair Services - PwrBy Amex_UAA0515.”
The Auto Audience Guide
So, how can brands targeting car-owning and car-shopping audiences optimize their digital ad spending to reach their best customers and prospects online? From driving awareness to engaging consumers in-market, the Eyeota Auto Audience Playbook has the personas and profiles you need.
Browse our selection of audience segments built from behavioral, demographics, interests, intent, lifestyle and ownership insights. Activate our audience segments on all major demand-side and supply-side platforms to identify, reach, and engage your best target customers on audio, connected TV, display, digital out-of-home, mobile, and social channels.
Discover addressable digital audience profiles to target your ideal customers, including ones segmented by:
Connect with the Data Desk to request your custom audience targeting strategy today!
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