Auto sales have recovered robustly since 2020, surpassing pre-pandemic levels. But how consumers purchase vehicles nowadays has changed dramatically. Digital channels and social platforms are now a key driver of showroom traffic and vehicle sales, and automotive brands need to evolve their marketing strategies.
With 1 in 4 Snapchatters planning to buy a car in the next three to six months,1 here’s what we found on what’s driving auto sales and how brands can better connect with buyers in today’s digital marketplace:
Car Buying Starts Online
Vehicle shopping has moved decisively away from traditional in-store experiences to a digital-first journey. The entire process — from initial research to final purchase — is shifting online. According to our study with Havas and Alter Agents, 9 in 10 global car-buyers rely on digital sources at some point in their shopping journey, compared to print (41%) and TV (40%).
Social is the New Showroom
Social media has become a critical tool during the research phase for car-buyers. Over 60% use social media during their purchase journey, and nearly half of all shoppers use it specifically to get inspiration or recommendations.
On Snapchat, the power of social connection kicks into overdrive. Car-buyers come to Snapchat to talk about their purchase decisions with trusted friends and family members, which is why Snapchatters are 1.7x more likely than non-Snapchatters to purchase a vehicle after seeing it on social platforms.
Creators Shape Opinions on Cars
Creators continue to be an influential and powerful force in the car-buying journey. 56% of shoppers agree they are more likely to buy a vehicle brand or model if they see a creator talking about it — and Snapchatters are nearly 2x more likely to agree.
AR Brings the Retail Experience to the Living Room
AR technology is emerging as a core part of the digital shopping journey, whether it’s to customize models, discover new brands, or even virtually visit a dealership. Snapchatters in particular are highly engaged with AR, being 2.5x more likely than non-Snapchatters to have used AR while looking for their recent vehicle purchase.2
Takeaways for Marketers
The auto purchase journey has fundamentally shifted from traditional, in-person discovery to a digital-first experience led by social media. Here’s how brands can keep up with the trend:
- Budgets must pivot to social and creator partnerships: Brands must show up where car-buyers spend the most time during their shopping journey.
- Leverage AR to complement the vehicle shopping journey: A brand that offers a compelling AR experience is more likely to enter a shopper's consideration set than one that does not.
The views and opinions expressed in this blog are those of the sponsor and do not reflect the views, opinions, or positions of J.D. Power.
1 Source: GWI Core, Q3 2024 - Q2 2025, USA
² Source: 2025 Alter Agents Study 'Navigating Road To Purchase’ Commissioned by Snap