“Food is a direct connection to lifestyle” and culinary experiences hit many aspirational touch points, said Simon Fletcher, vice president, experience strategy & design at the experiential agency RAPP. “Food is just another one of those cultural connection points that people want to aspire for.”

It’s all part of a focus on experiential marketing, driven by changing customer profiles. Auto makers are increasingly showing up at music festivals, sports events and fashion shows in an effort to attract Gen Z consumers who surveys show are less interested in purchasing automobiles. And even when they decide to shop for a car, these consumers are less likely to go to a showroom. 

Auto makers “are reimagining the in-person experience” as the automotive space is disrupted, much like other retail-based businesses, said Fletcher. Dealerships are being reinvented as experience centers and food is part of an increasingly tactile experience. “They’re not building the typical brick-and-mortar traditional dealership,” said Fletcher.

Three-quarters of car shoppers still buy from a dealership, but 28% are buying cars online, and that practice is even more popular among younger demographics. In fact, the early steps in car shopping are increasingly being done online, so getting consumers into a car for a test drive is a tougher sell. 

“It’s all about putting ‘butts in seats,’ and this is a unique and innovative way to do just that,” said Mike Schott, President of Volta Media, a retail media network built around Shell electric vehicle charging stations. “There are some great parallels between cars and cuisine, especially luxury cars and fine cuisine.” 

A taste for storytelling 

In common parlance, “The Cadillac of…” is often used to refer to top-notch items, so the car brand used it to tag a dining experience where it partnered with hot restaurants. “The Cadillac of Reservations” offers a limited number of dinner seatings, featuring that eatery’s most iconic dishes, served on board the new electric Escalade IQ luxury SUV. The activation launched in New York in partnership with the restaurant COQODAQ, and recently expanded to Los Angeles, Miami and San Francisco. 

“We wanted to think outside of the showroom and the typical ways to reach a potential buyer,” said Melissa Grady Dias, Cadillac Global CMO. A dining experience builds awareness with a wider range of consumers who may not be thinking of a Cadillac, she explained: “A public-facing activation, where the vehicle is placed in a high-foot traffic area, naturally draws in attention from locals and restaurant goers.” And by drawing attention to the top-of-the-line, it also can bring in prospects for the more accessibly priced models, too, she added. 

 “We wanted to reinvent the possibilities of where an Escalade can take you,” said Grady Dias. “Partnering with the country’s top restaurants with hard-to-get reservations, allows Cadillac to be included in the buzz and reach their similar audiences who seek out luxury experiences.”

The brand has experience pairing dining with automotive branding. When Cadillac moved operations to New York in 2015, its Cadillac House headquarters included an experience center and cafe. The facility closed when the brand moved back to the headquarters of parent General Motors in 2019, but the experience was replicated in its Detroit facility. 

“As a brand that champions big dreams and bold ambitions, we are always looking for new and innovative ways to reach customers,” said Grady Dias. 

Cadillac is not alone. Many high-end automakers blend culinary experiences into their branding. 

In between factory tours and laps in the test track, visitors to Ferrari’s headquarters can eat at Ristorante Cavallino, a Ferrari-themed trattoria started in 1950 by the automaker’s founder, Enzo Ferrari. (Cavallino, Italian for “little horse” is a nod to the carmaker’s “Prancing Horse” logo.) Porsche offers fine dining restaurants named after iconic models in its Porsche Experience Centers in Los Angeles and Atlanta, where drivers can dine after demonstration laps on the track and rides in racing simulators. Lexus partnered with restauranteur Danny Meyer in 2018 to open Intersect By Lexus, a “permanent pop-up” in New York featuring exhibit spaces and fine dining. The venture closed down during the COVID-19 pandemic, but the brand’s Tokyo flagship is still in operation. 

Just recently, during the New York Auto Show, Genesis—the newer, luxury brand of the Korean automaker Hyundai—introduced the Gran Equator all-terrain luxury SUV at the restaurant and event space of its Genesis House showroom. Hyundai opened Genesis House in 2021 in the trendy Meatpacking district as a brand showcase, including a fine-dining restaurant serving upscale Korean specialties and a tea pavilion. It used the space for a number of fashion- and art-related activations and in summer 2024, the restaurant partnered with the Michelin Guide in the Hamptons for a “Culture as Cuisine” dining experience in the New York beach resort popular with celebrities and the one percent. 

Genesis House is more than a traditional showroom, but a cultural destination, and the  restaurant helps differentiate Genesis as a brand that values design, storytelling, and culture, said a spokesperson. Dining is a form of cultural storytelling for the Korean brand, which is relatively new to the U.S. market. 

“Fine dining invites consumers to immerse themselves in the brand,” said the spokesperson. “It allows guests to slow down and experience the richness of modern Korean culture, from its artistry to its deep sense of hospitality.”

The relative newness of the brand gives Genesis an opportunity to define its identity outside the traditional automotive marketing playbook, said the spokesperson: “It’s about building connection through experience.”

Many of these activations are designed to amplify coverage and digital engagement, Fletcher explained. “It does create more buzz, doing a different kind of experience or stunt in an unexpected way,” he said. “It does get your influencers talking about it.”

But these experiences are tied to defined goals beyond social media clout, said Fletcher. In Cadillac’s case, it’s about highlighting the interior features of the new Escalade, while Genesis uses food as an entry point into Korean culture and the roots of the brand.

Car buyers have a relationship with their vehicle, so a lifestyle angle makes sense for marketers, Fletcher noted. For example, Lexus, a RAPP client, sponsors culinary events as part of its LexusCare owner community. 

“Sometimes it’s about enhancing the experience that becomes an aspiration: if I buy this vehicle, I’m buying into this lifestyle as well,” he said. “And they bring it to life in certain ways.” 

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The outlook looks at a number of forces including supply, tariff impacts, high interest rates, affordability challenges and the challenges of electrification.

“2025 is shaping up to be ultra-challenging for the auto industry, as key regional demand factors limit demand potential and the new U.S. administration adds fresh uncertainty from day one,” said Colin Couchman, executive director of global light vehicle forecasting for S&P Global Mobility. “A key concern is how natural EV demand fares as governments rethink policy support, especially incentives and subsidies, industrial policy, tariffs, and fast evolving OEM target setting.” 

For automotive marketers, that means delivering better customer service, embracing new technologies and cultivating loyalty.

“Selling cars in 2025 is all about selling an experience, not just a vehicle,” says Brad Audet, chief marketing officer, Mazda North American Operations. “While the revolution of electrification, connected technology and safety enhancements is top of mind for automakers, the human element remains paramount. Amidst evolving regulations and industry disruption, connecting and building relationships with customers based on shared values and empathetic engagement will be the key to unlocking automotive marketing success.”

AI will be a big theme for all marketers in 2025 and this includes car marketers. “Automotive marketing will center around AI-driven innovations that redefine how brands connect with consumers,” says Shelley Pratt, director, marketing communications and media at Infiniti.

“AI will enable hyper-targeted advertising, leveraging advanced data insights to deliver highly personalized campaigns that resonate on an individual level,” she continues. “This personalization will streamline the buying process, supported by tools like AI-powered chatbots capable of predicting individual client needs. However, maintaining the human touch in these interactions will be critical to fostering trust and enhancing the client experience.”

“Content creators will play a pivotal role in this evolution, utilizing AI tools to craft engaging and relatable stories at scale,” she adds. “Formats like short-form video, particularly Reels, will be key for showcasing vehicles in dynamic and aspirational ways. As retailers plan to increase their AI budgets to enhance digital operations, the automotive sector is poised to embrace authentic, tech-enhanced strategies that build deeper, more meaningful connections with consumers.”

Kim Ito, vice president of marketing at Mitsubishi Motors North America, says that a back to marketing basics approach will be necessary in the new year. “The fundamental task of any effective marketing team is still going to be cutting through the clutter and noise in everyone’s daily lives to deliver a clear and compelling message. Clarity, creativity and authenticity are arguably more important than ever, as consumers continue their move away from brand and product loyalty.”

“Getting and keeping customers remains the goal, as transitioning shoppers into new customers is more challenging and expensive than ever before,” she continues. “The lines between performance marketing and brand marketing will become blurred across all industries, but in particular in the car industry, as incentive spend continues to climb and brand loyalty remains low.”

At Mitsubishi Motors North America, the 2025 focus is on perfecting every touchpoint in the brand-level experience and transitioning it to their individual vehicles. “We’re investing heavily in the digital retail experience – a project we call ClickShop 2.0 – in order to give customers the ability to shop where, when and how they want, including from home, and the transparency built into our program gives them the confidence car buyers are seeking,” adds Ito. “With our lineup moving into hybrids, plug-in hybrids and battery electrics over the coming years, we need to be ready for the next generation of shopper who lives a digital-first life.”

“Developing perks of ownership also will be important and a key way to differentiate between brands, rewarding the most loyal customers and building their loyalty toward an extension of brand-level messaging. Brands will need to offer added value with a vehicle purchase: we already offer Mitsubishi Motors Confidence, providing two-years of included maintenance and an industry leading warranty, and we’re looking at other ways to reward our most passionate owners as well.”

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According to the petition, Love’s career numbers during the Toyotathon event are 517 passes for 4,088 years, including 29 touchdowns and 6 interceptions.  He also has a higher quarterback rating than even the best-rated quarterbacks in the league during that period. 

“Toyotathon currently ends one day after the conclusion of the regular season of NFL games, before the start of the playoffs,” reads the petition on Change.org. “Jordan Love, with the combined fuel efficiency of a smooth-cruising Corolla and the might and towing power of a Tacoma, reaches a new gear during this important and festive time of year.”

For what it’s worth, the brand seems to be considering the request. “As the official automotive partner of the NFL, Toyota is excited to cheer on Jordan Love on his road to the playoffs. If Toyotathon helps pave that road, even better!” said Dedra DeLilli, vice president, vehicle marketing and communications for Toyota Motor North America, in a statement provided to Brand Innovators. 

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Building on the success of last year’s global campaign, this year’s effort is focused on how holiday travel allows consumers to spend time with loved ones. The effort showcases Mercedes-Benz vehicles as a safe and luxurious way to travel.

Vehicles featured in the campaign include the 2025 GLC and GLE Plug-In Hybrid SUVs,, as well as the 2025 E-Class Sedan, GLA SUV, GLS SUV and EQE SUV. The effort plays up the vehicle’s technology and features. 

“Our ultimate goal at Mercedes-Benz is to safely bring people together,” said Melody Lee, chief marketing officer at Mercedes-Benz USA, in a statement. “At our core, we offer our customers the means to travel, explore and make memories with one another through mobility, in the safest and most technologically advanced way possible. For our customers, connections are truly made in the ‘getting there.’ This holiday season, we look forward to celebrating those big and small moments of togetherness, and spreading joy to our neighbors, friends and family in the communities where we live and work.”

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Lexus has partnered with entertainment franchises in the past, including those owned by NBCUniversal. Like those other tie-ins, the “Wicked” partnership is meant to highlight Lexus as a lifestyle as much as it is a vehicle brand. 

“‘Experience OZmazing’ is all about immersing audiences in something truly extraordinary,” said Lisa McQueen, Lexus’s media manager. “The message draws a parallel between the magic of ‘Wicked’ and the Lexus brand, illustrating that Lexus offers more than just transportation – it offers memorable experiences with every journey, much like ‘Wicked’ the film.”

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The campaign includes a 30-second television spot, “Tango,” that depicts two Crown drivers stopped at a red light. As they check out each other (and each other’s cars), the scene changes to a desert mesa where the two vehicles drive around each other in a choreographed manner. The scenes of the cars are intercut with the drivers performing a tango. The illusion continues until the light turns green and the cars pull away on their separate journeys. 

The effort also includes several 6-second and 15-second non-linear video spots that follow a similar theme. “Power Play” is a shortened version of the tango spot, while “Room to Be Alone” depicts a couple enjoying a picnic from the cargo area of their Crown Signia. As they do, the park empties, leaving them in a serene meadow. A third vignette, “With a  View,” shows a Toyota Crown motoring down a busy street in the morning. Inside, however, the couple envisions themselves driving in the peaceful rolling hills of the country. “This campaign seamlessly captures the elevated experience that our customers can expect from the Toyota Crown Family, including the first-ever Toyota Crown Signia,” said Mike Tripp, group vice president of Toyota Marketing, in a statement. “The 2025 Toyota Crowns’ groundbreaking design pushes the boundaries of convention, bringing a bold new aesthetic to our sedan and SUV lineup.”

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The CMO role has been changing in recent years and some companies are questioning if the position is still necessary. Starbucks, Etsy, UPS, Walgreens, General Mills and Johnson & Johnson are among brands that have gotten rid of the CMO position, often leaving marketing departments by chief brand officers or heads of creative.

Hyundai Motor America is the latest example of this. Zepeda will now oversee the creative side of the business and Sean Gilpin will serve as VP of marketing performance/VP for global sales marketing. The shift illustrates the company’s strategic move to focus on the customer.

“From EVs and hybrids to technology innovations, the market is filled with noise and information that can be confusing to customers and sometimes distract from the core brand message,” Hyundai Motor America CEO Randy Parker said in the press release. “This restructure will allow us to build marketing programs around data and sales performance that will help propel us to the forefront of the industry.”

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The new campaign seeks to inject style and energy into the Camry nameplate, which, as a top-selling sedan for more than 20 years, may not capture the imaginations of consumers on its face. The new campaign positions the car as one that turns heads, attracts attention and is preferred by a young, multicultural consumer. 

For instance, a spot from multicultural agency Burrell Communications Group slows the action on a city block down as a Camry passes by. Heads turn to gaze upon the car, and those watching give approving nods and smiles to the driver, who turns out to be the city’s beloved mayor. 

A spot from Intertrend depicts three young, multicultural music artists heading to a live music show in three different Camrys. As they head to the show separately, they are getting pumped up to the soundtracks coming from their car stereos as they get inspired for the show. 

A commercial from Conill advertising depicts a Camry’s headlights cutting through and eventually clearing out a dense early morning fog. Conill’s contribution to the campaign will also include digital spots that highlight the car’s racing-inspired features (including a new panoramic moonroof) and a social media campaign that features an adaptation of an original song performed by Latin music artist Alejo. Clips of the full-length video for the song will be featured on Toyota’s Latin Instagram pages. 

Finally, Saatchi & Saatchi created two 30-second spots for broadcast that show off the different “vibes” consumers get from the car. The first spot depicts three friends suggesting different options for a night out – a carnival, a comedy show and a museum – before they all land on the idea of tacos. A second spot depicts a Camry driver illuminating a downtown city street as he drives down it, nodding his head to the beat of the music coming from the car’s stereo. 

The campaign will run across several media channels, including digital video, experiential, linear TV, paid social, programmatic and streaming audio. High-profile placements will include the BET Awards, Billboard Latin Music Awards, WNBA regular season and playoffs and Cricket World Cup.

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The campaign’s six new television commercials come from a range of agencies and were crafted to reach a variety of audiences. For instance, “Secret Entrance” and “Exceptional Things,” from agency Team One take a more general market approach, showcasing how the GX can seamlessly move from roads to off-road terrain and back without compromising comfort or style. 

Meanwhile, “Pure Black Joy” and “Core Memories” from agency Walton Isaacson are more family- and story-oriented. The first depicts two Black fathers taking their sons on an off-the-grid trip in the high desert. Rather, than roughing it, the young boys are thrilled to discover that they are staying in a nice house complete with all-terrain vehicles. The second spot depicts three generations of a Hispanic family making a new tradition of venturing into the mountains for a day trip.  

The final two spots, “Cards” and “Escape,” from agency IW Group, depict an East Asian family and a group of Asian Indian friends embarking on adventures in nature that are full of discovering and connection with each other. 

In addition to highlighting the GX’s ability to navigate different terrains, the commercials also showcase the vehicle’s advanced features, including a long moonroof, cooled seats and touchscreen navigation system. 

“For more than two decades, the GX has proven that you don’t have to choose between sophisticated luxury and undeniable capability,” said Cynthia Tenhouse, vice president, Lexus marketing, in a statement “‘Live Up to It’ inspires GX drivers to refuse to compromise, embrace their passions, and explore the exceptional.”

Beyond the broadcast spots, Lexus has lined up several partnerships and media opportunities in a multifaceted media strategy that will focus on key moments to capitalize on the cultural conversation. In support of Great Outdoors Month and World Music Day, for instance, Lexus has partnered with Amazon ads and Outside Inc. to create a custom video with a to-be-named musical artist. 

In addition, the brand will collaborate with Outside Inc. on “Extraordinary Adventures,” a custom content hub that will feature luxury outdoor experiences in partnership with adventure enthusiasts. And, through a unique video with Artnet, the Lexus GX will be placed alongside “land art” with an artist who works in nature. 

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