How Automotive Marketers Can Capture Shopper Attention in 2025

Automotive Insights from JD Power Research

In an era of record-high vehicle prices and extended ownership periods, the decision-making process for purchasing a vehicle is more complex than ever. To explore strategies for standing out in this competitive landscape, Frank Hanley, senior director of auto benchmarking at JD Power, shared his perspective on empowering shoppers to make informed decisions, the importance of highlighting dependability and driving EV adoption. These insights can help to inform or shape automotive marketing strategies in 2025. 

Why Access to Unbiased Information is Critical for Today’s Consumer 

Today’s automotive shoppers face overwhelming choices, making unbiased and reliable information more valuable than ever. 

While vehicle shoppers can access countless online reviews and editor ratings, these sources often fail to capture the full picture, relying on feedback from a small, unrepresentative sample of consumers. 

JD Power’s approach is different: 

• We collect data from more than 6 million consumers annually, delivering insights grounded in real-world experiences.
• The research behind our rankings is independently funded and based on feedback from a large, representative sample of verified customers—not testers, editors, or so-called experts.
• We identify areas of satisfaction and common problems, helping consumers make better-informed decisions. 

This unbiased data empowers shoppers to make their choices with confidence and select a vehicle that genuinely aligns with their needs and expectations. 

The Importance of Promoting Long-Term Dependability 

Consumers are keeping vehicles longer than ever—on average, 12 years or more¹— beyond the typical 3-year/36,000-mile warranty period. Unsurprisingly, expected reliability has become the top reason buyers choose one model over another. ² The JD Power 2024 U.S. Vehicle Dependability Study highlights this growing customer focus on dependability, underscoring the fact that not all vehicles age equally. 

• While some brands see a reduction in problems from 90 days of ownership to three years by as much as 6%, others experience as high as a 48% increase in problems during this period.
• The average rate of increase in problems from 90 days to three years is 17% for the industry. 

Marketers promoting makes and models with strong dependability have powerful messaging opportunities that meet the expectations of modern car buyers. 

Rethinking EV Marketing to Drive Adoption 

As electric vehicles (EVs) gain momentum, marketers face unique challenges in connecting with consumers. Current marketing often emphasizes aspects of the EV experience, like advanced technological features, that don’t resonate as well with first-time EV buyers. 

To maximize resonance, EV marketing should focus on: 

• Convenience: Highlight the benefits of home charging and reduced trips to refuel.
• Performance: Emphasize the smooth, powerful driving experience of electric engines.
• Range: Consumers might be promised a 350-mile range on a single charge, but real-world conditions—such as driving style, HVAC use and temperature—can have a significant effect on their overall range. Be transparent about range variability due to factors like driving style and weather to build trust.

By addressing shopper pain points and focusing on practical benefits, automakers can accelerate EV adoption while aligning with shoppers’ needs. 

Final Thoughts 

As the automotive market evolves, understanding shifting shopper expectations is essential for standing out in 2025.

1. Empower consumers with reliable information: When featuring third-party information in marketing, ensure that it comes from a credible, independent source.
2. Highlight vehicle dependability: Emphasize vehicle reliability in marketing and advertising, recognizing that consumers are keeping their vehicles for longer periods.
3. Focus on EV benefits: Emphasize key aspects of the EV experience including convenient home charging, realistic range, and the high-performance driving experience. 

By leveraging these data-driven insights, marketers can better connect with today’s automotive customers and stand out in a highly competitive market.  

Learn more about these automotive awards:

U.S. Vehicle Dependability Study^SM

U.S. Electric Vehicle Experience (EVX) Ownership Study^SM

U.S. Customer Service Index (CSI)^SM

U.S. Electric Vehicle Experience (EVX) Home Charging Study^SM

¹JD Power 2024 U.S. Vehicle Dependability Study^SM

²JD Power 2024 U.S. Sales Satisfaction Index (SSI) Study^SM