There was a time when targeting the traditional car enthusiast — the archetypal ‘petrolhead’ — was the go-to strategy for automotive marketing. Think revving engines, carbon fibre stats, and V8 growls. But that audience is evolving.

At The British Motor Show, we’re witnessing a radical shift in who attends and what they’re looking for. While performance still plays a part and is an importnant part of our mix, today’s attendees are a much broader and more diverse cohort. Families with young children. First-time car buyers interested in EVs. Tech-savvy consumers more interested in app integration than acceleration times. Eco-conscious drivers looking for sustainable solutions. Commuters hunting for practicality and reliability over prestige.

The automotive world isn’t just about horsepower anymore — it’s about lifestyle, values, and experiences.

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So what does this mean for brands?

It means shifting messaging from mechanical specs to emotional connection. From niche knowledge to universal stories. From exclusion to inclusion. It’s no longer enough to assume that a loud exhaust or a 0–60 time will impress — instead, it’s about how the car fits seamlessly into the consumer’s life.

For example, today’s show visitors want to know:

- Can I fit three child seats in the back?

- How many miles will it do on a single electric charge?

- Will it connect to my smartwatch or smartphone?

- Does it align with my values on sustainability?

- What does it say about me when I drive it?

It’s a more holistic consideration, and one that opens up an exciting opportunity for marketers who are willing to embrace a richer, more meaningful narrative.

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Why this shift matters

We live in an experience-led economy. People don’t just buy products — they buy what those products allow them to feel, do, and become. Automotive brands must therefore sell the dream of adventure, the comfort of safety, the thrill of freedom, and the reassurance of smart technology.

At The British Motor Show, we see this play out in real time. The most popular stands aren’t always those with the fastest or loudest cars — they’re the ones that let visitors interact, learn, and imagine themselves in the driver’s seat. It’s the brands who provide meaningful engagement that create long-lasting impact.

This shift also means a change in tone and medium. Visual storytelling. Influencer-led walkthroughs. Family-focused demos. Interactive tech zones. All of these cater to the new breed of car buyer — and create content with much longer life online.

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A call to action for brands

If your current strategy still focuses solely on the ‘petrolhead’, it’s time to expand your lens. The future of automotive marketing lies in empathy and understanding — tapping into the everyday needs, hopes, and lifestyles of a much wider and more dynamic audience.

In 2025, car shows are not about car lovers — they’re about people who love what cars enable them to do.

The brands that get this right won’t just survive the shift. They’ll lead it.

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