Auto brands are leaning into digital platforms to reach next gen car buyers.

Auto brands are leaning into digital platforms to reach next gen car buyers. Honda, Hyundai, and Toyota are prioritizing advertising on social platforms like Twitch, Pinterest, and Instagram to “build trust, brand recognition, and lasting relationships with young and first-time car buyers.” Since 2019, Honda has been engaging with young consumers through a branded channel on Twitch (a platform that’s becoming a mainstay for youth marketing) where they have hosted a Fortnite gaming stream and even announced the 11th generation Honda Civic. Hyundai is partnering with National Geographic for Outside Academy, an augmented reality (AR) series educating consumers about national state parks while promoting its hybrid and electric vehicles (the content is also being hosted on Instagram). Toyota has also invested in Pinterest’s “Story Pins,” which integrates TikTok-esque videos into a user’s feed without requiring an external link, to promote its minivan as a vehicle that any lifestyle can fit in. Pinterest reports they’ve experienced “a 26% increase in active car research” over the past year. YPulse’s Driving Forward trend data shows that 77% of Gen Z have plans to purchase a car in the next five years, and digital experiences and online platforms are becoming go-to marketing channels. (Modern Retail)