In a rapidly evolving automotive marketplace, consumers are navigating complex purchasing decisions shaped by rising costs, technological shifts, and changing lifestyle preferences. Examining the intricate dynamics of car buying in 2025 reveals how economic constraints, emerging consumer trends, and shifting consumer media habits are transforming the automotive market.

As you're planning for next year, there are three shifts to consider as you think about how to create ads that really connect with your prospective shoppers in 2026: the economic pressures they face, how those pressures are impacting their shopping behaviors, and where/how they are using various media channels to relax, gather information, and make decisions. 

Understanding these will help you create ads that will reach and connect with prospective buyers.

Economic pressures reshape how consumers buy

While the auto industry has largely rebounded from the pandemic years, the impact lingers for many buyers or people considering buying a new vehicle. Consumers struggle with rising prices for vehicles and the lack of availability for some popular models as new car sales are expected to decline through 2026.^[1]

In 2025, the average sales price of a new car hit a new record, $50,080,^[2] up from $48,759 in 2023.^[3] Due to rising prices, consumers are opting to keep their existing cars longer, rather than purchasing new ones. With the average new car payment at $742^[4], it can be more cost-effective to spend a few thousand dollars to keep a car on the road. The average age of a vehicle on the road is now 12.8 years,^[5] and just over one-third (35.9%)^[6] are six to 12 years old and have likely aged out of OEM warranties. This age range is the sweet spot at which consumers are likely to invest in preserving their current vehicle rather than spending more to purchase a new one.

Evolving consumer trends redefine the path to purchase

With numerous factors influencing the purchase of a new vehicle or the maintenance of a used one, consumers typically research and form opinions well in advance of a purchase decision. For automotive advertisers, it’s critical to reach consumers with tailored content across their preferred media.

Shoppers looking to buy a vehicle have several decisions to make—whether to buy new, used, or maintain their existing vehicle, and if buying, which powertrain option best suits their needs: gas-powered, battery-electric, or hybrid. Given these alternatives, decisions are shaped by practical needs, financial considerations, and brand perceptions. Understanding key market trends reveals how consumers are navigating these choices:

• Economic factors drive dual trends: Rising vehicle costs are changing how consumers shop for cars. More Americans are choosing to buy certified pre-owned or used cars (18%) than new ones (14%).^[7] Many car owners are also keeping their current vehicles longer and investing in repairs rather than trading them in. Amazon Ads data supports this shift, showing higher purchases of automotive repair parts across categories.^[8]
• Vehicle preferences evolve: The passenger car population has fallen below 100 million for the first time in decades, with only 20% of new registrations being cars. Light trucks and SUVs dominate new purchases with a lower average age (11.9 years vs. 14.5 years for sedans), indicating a stronger consumer preference for these vehicles.^[9] Understanding these changes provides marketers a big-picture starting point when crafting outreach to relevant audiences in each segment.
• Generational patterns emerge: Different demographic groups show distinct preferences in their automotive decisions. Gen Xers lead new vehicle purchases overall, while Millennials drive BEV adoption.^[10] Marketers should focus on highly relevant content across their ad channels to reach these interested buyers (i.e., messaging focused on BEVs for millennials).

Shifting media habits require new advertising strategies

Today’s consumers don’t distinguish between broadcast, cable, and streaming. They seamlessly switch back and forth, making it difficult to cut through the noise and activate their attention. However, consumer trends indicate that digital media consumption (e.g., connected TV, mobile) now exceeds traditional formats by three hours per day.^[11] While there are various channels to explore, consumers are increasingly engaging with digital media. Brands and advertisers can make the best use of their ad spend and create relevant brand experiences by reaching consumers in this space.

For example, Amazon's signals may indicate that potential truck buyers prefer different content than that of potential electric vehicle (EV) buyers. While truck buyers might engage more with content about durability and capability, given the longer average lifespan of light trucks (11.9 years) , ^[12] EV content can be tailored toward Millennials who show the highest purchase rates for BEVs and may be more interested in technological innovation and sustainability features. Marketers can use Amazon's first-party behavioral and contextual insights to engage these relevant audiences through multi-channel approaches, leveraging Amazon Ads to reach customers where they are watching.

Marketers can engage automotive audiences throughout their decision journeys by using Amazon's comprehensive advertising solutions. At the awareness stage, marketers can reach broad audiences through premium content, such as Thursday Night Football on Prime Video. To expand reach and retarget interested consumers, marketers can leverage Amazon DSP to programmatically serve ads across both Amazon's owned and operated properties and third-party sites. They can also build consideration through video ads across Fire TV Channels and Amazon Publisher Direct. Lower-funnel solutions across Amazon's digital properties, where consumers are actively researching and shopping for automotive parts and services, can help drive lower-funnel goals. This full-funnel approach, enhanced by Amazon DSP’s remarketing capabilities, enables marketers to connect with relevant auto buyers at every stage—from initial research through final purchase decisions—with messaging tailored to their needs and interests.

Rev up automotive marketing with Amazon Ads

With today's car market facing challenges such as high prices and shifting shopping habits, it's more important than ever to build genuine connections with potential customers—like sharing clear, helpful information that reaches shoppers when they're researching their next vehicle purchase. Amazon Ads helps automotive marketers reach these shoppers effectively and measure how well their ads are performing, so they can make improvements in real time. This trend may present an opportunity for service providers to help reach shoppers who are opting to maintain and repair their current vehicles rather than purchasing new ones.

Transform engagement into impact: With unmatched reach and trillions of shopping, streaming, and browsing signals, Amazon Ads can help you connect with audiences at precisely the right moments—at a scale and efficiency traditional advertising channels can’t match.