The Chicago Auto Show, held from 8-17 February 2025 at McCormick Place, stands as North America's longest-running automotive exhibition. This year was the 117th edition, and the show continues to be a pivotal event for industry professionals, enthusiasts, and media, as a showcase for the latest innovations and upcoming trends in the automotive sector.
It features hundreds of vehicles from more than two dozen manufacturers, with a host of other activities and experiences to enjoy. We’ve selected some of the prominent automotive marketing trends unveiled at the 2025 Chicago Auto Show, with some key strategic insights to consider. So, let’s begin.
Table of Contents
- Emphasis on Electric Vehicles (EVs) and Sustainability
- Integration of Advanced Technology in Automotive Marketing
- Direct-to-Consumer Sales Models
- Experiential and Event-Based Automotive Marketing
- Focus on Diversity and Inclusion in Automotive Marketing
- Automotive Marketing Trends: Key Takeaways
- Automotive Marketing Trends FAQs
1. Emphasis on Electric Vehicles (EVs) and Sustainability
[Source: Chicago Auto Show]
Electric vehicles are officially mainstream, with 25 electric vehicles from 12 manufacturers featured at this year’s show. Zero-emission vehicles are becoming increasingly appealing, driven by government incentives, rising fuel costs, and a shift in environmental consciousness.
This year’s expanded Chicago Drives Electric EV track stole the headlines, as it gave attendees the opportunity to experience the latest in EV innovation firsthand.
A major highlight of the show was Rivian’s debut at the Chicago Auto Show, marking a significant milestone for the Illinois-based EV manufacturer. The company showcased its highly anticipated R2 and R3X, both set for future release. Rivian’s presence at the show reinforced the growing competition in the EV market and the brand’s commitment to sustainable, adventure-ready electric vehicles.
Beyond EV production, sustainability was embedded throughout this year’s show. Toyota’s unveiling of the 2025 4Runner emphasized eco-friendly advancements, while sustainable materials, carbon-neutral messaging, and renewable energy solutions were common features across exhibits.
Key Insights
Sustainability must be more than a buzzword — it should be woven into brand narratives in a way that feels authentic. Creating interactive EV experiences and emphasizing real-world benefits over abstract environmental claims can help consumers connect with the sustainability message in a tangible way.
2. Integration of Advanced Technology in Automotive Marketing
Technology defined most consumer engagement strategies at the Chicago Auto Show, with augmented reality (AR) and virtual reality (VR) now taking center stage.
Several automakers implemented AR to provide immersive experiences that captivated attendees and offered innovative ways to interact with their vehicles. The show also featured a Virtual Reality Zone, where attendees could engage in virtual walkthroughs of vehicle interiors and participate in simulated test drives without leaving the exhibition floor.
This initiative allowed potential customers to experience various models in a controlled, virtual environment, thereby enhancing their understanding and appreciation of the vehicles' features and designs.
Key Insights
Integrating AR and VR technologies into marketing strategies offers consumers an interactive and memorable experience. By enabling virtual exploration and customization, brands can engage potential buyers more effectively, providing them with a comprehensive understanding of the product before making a purchase decision. This approach not only enhances customer engagement but also positions the brand as a leader in technological innovation.
3. Direct-to-Consumer Sales Models
The shift towards direct-to-consumer (DTC) sales models was prominently showcased, reflecting a significant transformation in automotive marketing strategies. Stellantis, the parent company of brands like Dodge and Jeep, highlighted this trend by unveiling the all-new Dodge Charger Daytona and Jeep Wagoneer S.
Both models, marking Stellantis' entry into battery-electric vehicles, were showcased on the Chicago Drives Electric track to give consumers hands-on experience. This aligns with Stellantis' strategy to foster a closer connection between the brand and consumers, potentially streamlining the purchasing process.
The adoption of DTC models, pioneered by Tesla, offers automakers greater control over pricing, customer data, and the overall purchasing experience. However, this evolution presents challenges for traditional dealerships. To remain competitive, dealerships are focusing on exceptional service, flexible financing options, and integrating digital sales tools. Embracing online purchasing platforms, offering home delivery services, and exploring subscription-based ownership models are ways dealerships can align with evolving customer expectations.
Key Insights
A smooth, transparent digital buying experience is essential. Whether through DTC platforms or enhanced dealership tools, the ability to research, customize, and purchase a vehicle online will define the future of automotive retail.
4. Experiential and Event-Based Automotive Marketing
[Source: Chicago Auto Show]
With digital marketing saturation at an all-time high, in-person experiences remain a powerful tool for engaging consumers. The Chicago Auto Show’s Family Zone is a prime example, featuring family-friendly activities such as the Kids' Power Wheels track, fostering a connection with both children and parents by creating shared experiences that make the brand memorable across generations.
The show also featured notable sponsorships and partnerships that enhanced the overall experience. These included Cars.com, ComEd, Shell Recharge, NASCAR Chicago, and the U.S. Army, each contributing unique interactive exhibits and displays. Drive Chicago partnered as the official sponsor of the especially popular Supercar Gallery, offering attendees an up-close look at rare and exotic vehicles.
Key Insights
Creating immersive brand experiences that go beyond static displays is essential. Whether through exclusive test-drive events, themed exhibits, or pop-up activations, brands should focus on engaging all five senses to leave a lasting impression.
5. Focus on Diversity and Inclusion in Automotive Marketing
Diversity is becoming a core pillar of automotive advertising, as brands recognize the importance of representation in advertising and consumer outreach. At the 2025 Chicago Auto Show, this commitment was evident through initiatives and branding strategies aimed at engaging broader audiences.
Jaguar’s recent rebrand became a focal point of industry discussions, reflecting the complexities of repositioning a legacy brand to appeal to a changing market. The shift toward exclusivity and a more refined brand identity also embraces a progressive and culturally inclusive vision, aiming to connect with a new generation of luxury buyers.
While some see it as a natural evolution, others question whether it risks alienating longtime enthusiasts.
Meanwhile, the Chicago Auto Show’s "What Drives Her" initiative reinforced the industry’s commitment to inclusivity, specifically by celebrating female leadership in automotive. Featuring discussions with women shaping the future of the industry, the program highlighted the importance of representation not just in marketing, but within leadership roles.
By amplifying diverse voices and perspectives, "What Drives Her" underscored the evolving role of women in automotive innovation, design, and executive leadership — a shift that brands must acknowledge to stay culturally and commercially relevant.
Key Insights
Authentic inclusivity should be at the heart of marketing efforts. Campaigns should reflect diverse communities, and internal marketing teams should be structured to bring varied perspectives that create messaging that reflects your brand’s values while feeling genuine and relatable.
Automotive Marketing Trends: Key Takeaways
The Chicago Auto Show 2025 provided a compelling look at the future of automotive marketing, highlighting trends such as EV and sustainability-focused branding, AI-powered personalization, direct-to-consumer sales, data-driven marketing, experiential campaigns, and diversity-focused initiatives.
For industry professionals, these developments underscore the need for strategic adaptation. Whether through integrating cutting-edge technologies, personalizing marketing strategies, or creating immersive brand experiences, staying ahead in this rapidly evolving space requires a proactive approach.
As automotive brands continue to innovate and redefine consumer engagement, those who effectively leverage technology, data, and inclusive messaging will drive stronger brand loyalty and business growth in the years to come. To stay ahead, you need the right expertise to navigate these industry shifts. Partnering with experts can ensure success.
Automotive Marketing Trends FAQs
1. How can automotive brands effectively market to Gen Z consumers?
Gen Z buyers prioritize sustainability, digital-first experiences, and brand authenticity. Automotive brands can engage them through social media-driven campaigns, influencer collaborations, and transparent sustainability efforts that align with their values.
2. What role does social media play in modern automotive marketing?
Social media platforms, particularly Instagram, TikTok, and YouTube, are essential for brand storytelling, influencer partnerships, and user-generated content. Automakers are leveraging these platforms to showcase new models, host virtual test drives, and engage directly with consumers.
3. How are automotive brands using content marketing to attract customers?
Brands are producing educational blogs, interactive landing pages, and video content to inform potential buyers about vehicle features, financing options, and emerging technologies. High-quality, SEO-driven content helps brands attract and retain customers.
