Car shopping is turning into a more buyer-focused market, and automotive companies will be highlighting value, building driver communities and leveraging technology in 2026.
The automakers will need to take on economic headwinds, tariffs and other challenges, in order to keep drivers coming to their showrooms. An analysis by Boston Consulting Group predicts auto sales in the U.S. will drop about 7% in 2026 as tariffs force prices higher. But the analysts also forecast the drop will be temporary and sales will pick up again in 2027.
The effect of tariffs on car prices, and the administration’s roll back of tax incentives for purchase of electric vehicles—which had been a robust segment of auto sales—will have an effect in the short term. Meanwhile, cost-conscious consumers, wary of the economy’s state, will be harder to move. Automakers will be relying on appeals to value-seeking consumers on one hand, and promoting technological innovation with new and high-tech features to move those shoppers off the fence.
“With increasing economic pressures and potential tariffs, the automotive marketing landscape will be driven by value and advanced technology,” said Brad Audet, chief marketing officer, Mazda Americas.
The economy is definitely having an effect on car buyers. A survey by consulting firm Simon-Kucher & Partners found that nearly three-quarters of consumers worldwide fear tariffs will raise car prices and one-third fear they will affect their choice when shopping makes and models and limit their options.
The survey found more than half plan to keep their cars longer, even if 8 out of 10 are interested in new models. Bringing them to the showroom will require extra effort in 2026.
“Knowing what’s coming next in the economy has always been akin to looking into a crystal ball – who knows what’s coming, and who knows how shoppers are going to react? A new vehicle is a multi-year commitment, and financial uncertainty breeds caution,” said Kimberly Ito, chief marketing officer at Mitsubishi Motors North America.
Mitsubishi is leaning hard into a value play, she said. The automaker is leading with its warranty coverage, which includes two years of maintenance, to appeal to those cost concerns, and promoting its Outlander model as the most affordable three-row SUV
“Yes, the unknowns are thick on the ground,” said Ito, “but we’re bullish on our future.”
Electric vehicles plug in community
Electric cars, which had been a dynamic segment of the automative vertical, are reaching maturity and as the current administration pulls back on incentives, the market for these vehicles will be more challenging. While nearly all current EV drivers would buy electric again, the Simon Kucker survey found consideration has stabilized globally, as markets mature.
The electric truck maker Rivian is pressing forward with the launch of its R2 midsize SUV leading to its second generation of vehicles. The company is on an expansion drive; it is opening a new eastern U.S. headquarters in Atlanta and will start construction of a second factory in Georgia next year.
To support its growth efforts, the company will be focused on creating engagement at scale, leaning into cultural moments and experiences, said Denise Cherry, Rivian’s vice president of marketing. The brand will look for opportunities at events such as the South By Southwest and Coachella festivals, she said.
“We’ve always believed in the power of emotional connection and experience, and 2026—with the launch of R2—will be a moment where we can bring that to life in a bigger way,” she said. “Our goal is to build meaningful connections with people who see their vehicle as part of their lifestyle, not just a means of getting from one place to another.”
Consumers are prioritizing value, said Audet, and he noted technology is helping their selections. AI-powered agents “will fundamentally transform how people shop for and decide to buy vehicles” said Audet.
Those technologies will also give auto brands a marketing tool they will use in 2026. They give marketers a way to create personalized approaches and better customer journeys, so brands can connect with customers through tailored experiences, Audet explained.
The way customers seek and validate information when shopping has evolved, and automakers are adapting, so expect that to continue, he said.
Automakers will also lean into peer-to-peer platforms, which are increasingly a factor in buying decisions, said Audet.
“While traditional media remains a key component to marketing and communications strategies, as consumers increasingly turn to platforms like TikTok, YouTube, and Reddit to help inform their purchasing decisions, peer-to-peer is where we’ll start to see brands double down more than they already have,” he said. “This shift underscores the importance for brands to engage credibly and authentically in these spaces to foster genuine conversations.”
