Live from the LA Auto Show, Tanya Gazdik, Senior Reporter at MediaPost, joined Natalie Bastian, Teads Global CMO, to discuss the dynamic shifts shaping the automotive industry. Their conversation focused on the evolution of auto shows, the growth of electric vehicles (EVs) and hybrids, and the role of creativity in marketing to engage modern consumers.
Key Insights
Auto Shows Are Alive and Thriving
Despite speculation about the relevance of auto shows in today’s digital age, the LA Auto Show proved that these events remain a vital platform for automakers to showcase their latest innovations. Tanya noted the impressive turnout of both brands and attendees, demonstrating that auto shows continue to be a key touchpoint for connecting with consumers. Automakers are evolving these events to focus not just on unveiling new models but also on creating immersive, consumer-focused experiences that drive engagement and excitement.
Electric Vehicles: Growth, Challenges, and Consumer Adaptation
While EV adoption initially saw rapid growth among early adopters, the market has leveled out as automakers address challenges like accessibility and infrastructure. Tanya highlighted how many brands are pivoting to hybrid models, combining the benefits of EVs with the convenience of traditional engines to meet consumer demands. Automakers are listening more closely to what buyers need—such as plug-in hybrids for those without access to high-speed chargers—and educating both dealers and consumers to bridge the gap between innovation and usability.
The Power of Creativity in Capturing Consumer Attention
In an era of shrinking attention spans, creativity has become a cornerstone of effective automotive marketing. Tanya emphasized the importance of bold, attention-grabbing campaigns to break through the noise and connect with today’s distracted audience. Automakers are investing heavily in creative storytelling that resonates emotionally with consumers, helping them visualize how a vehicle fits into their lives. This creative push is vital for reigniting passion for cars while adapting to shifting preferences and expectations.
Stay tuned for more discussions with top industry leaders in our “Talks With Teads” series.