In a highly competitive and technology-saturated automotive market, differentiation no longer lies in specifications or pricing, but in a brand’s ability to touch consumer emotions. Storytelling—an age-old art of narrative—has long been a familiar tool, but it is now entering a transformative phase, becoming a strategic foundation that defines how brands present themselves and engage with customers.

Buyers may forget engine power or the feature list, but they will remember inspiring stories: the SUV conquering thousands of kilometers of mountain roads, or the engineer who designed a car to protect his daughter’s safety. In the automotive industry, a car is not just a means of transportation—it is a symbol of lifestyle, safety, and aspiration. Storytelling serves as the bridge that transforms these values into vivid experiences—and the evolution of narrative techniques is opening both new opportunities and challenges for brands.

I. New Directions in Automotive Storytelling
The application of storytelling in the automotive industry is undergoing clear shifts, reflecting changes in consumer habits and expectations. Whereas past campaigns largely focused on showcasing technology, features, and polished imagery, today’s audiences seek relatable, personalized stories that resonate with their values. This shift stems not only from the competitive landscape of the industry, but also from the influence of social media, user data, and emerging communication trends.

Summary of New Trends in Automotive Storytelling

1. Prioritizing Authentic Content
A few years ago, automotive campaigns were often remembered for their grand TVCs, expensive CGI, and elaborate backdrops. Today, audience preferences are shifting rapidly. Viewers are no longer impressed by flashy CGI, but instead are drawn to authentic, emotional stories—such as behind-the-scenes footage in an assembly plant, a cross-country road trip across Vietnam, or the heartfelt emotions of an owner receiving their very first car.

This trend emerges as social media users grow accustomed to raw, quick, and easily digestible content. Algorithms on TikTok, Instagram Reels, and YouTube Shorts prioritize “authenticity” because it drives stronger engagement. As a result, carmakers are investing more in micro-storytelling: short yet detailed stories that are easy to share and, most importantly, feel real rather than scripted.

How to apply it: Success in this direction requires a skilled content production team—professionals who understand the automotive industry, know how to capture genuine emotions, and craft them into narratives that resonate with customers. Alongside talent, the right solutions are key:
➤ KOL & Influencer Solution: Collaborate with authentic voices to convey brand stories through credible, personal perspectives.
➤ Community: Build car enthusiast communities where users share authentic experiences and spread stories organically.
➤ Social Seeding: Amplify authentic stories across multiple channels to reach target audiences and boost virality.

2. Personalizing Messages for Customers
In their car-buying journey, each customer views a brand through a unique emotional lens: family-oriented buyers prioritize safety, freedom-seekers look for exploration, while business executives seek prestige and status. Modern automotive storytelling moves away from generic messaging for all, instead focusing on identifying the “emotional layer” of each audience segment and guiding them toward an emotional state aligned with the brand’s message.

For example, a video showcasing safety features could portray the peace of mind during a family trip with children, while an off-road adventure clip ignites excitement among thrill-seekers. This approach fosters deep resonance, ensuring the story is not only heard but truly felt.

How to apply it: Carmakers need creative teams and data analysts working hand in hand, leveraging technology to personalize every step of the customer journey. Novaon Digital solutions such as Oncustomer, Onmarketer, and KOL & Influencer Solution can help brands connect more effectively with target customers.

3. Integrating Technology into Creative and Distribution Processes
Technology is reshaping how the automotive industry crafts and delivers brand stories. On the creative side, AI supports video editing, 3D modeling, and virtual production, enabling rapid experimentation at lower costs. VR and AR provide “step-into-the-story” experiences, allowing customers to explore interiors or test-drive cars from home.

On the distribution side, Big Data and advanced algorithms identify the best timing, platforms, and formats so that each story appears at the right place and moment, in the most compelling format. Thus, storytelling evolves from mere narration to a dynamic, digitalized, and immersive experience.

How to apply it: In automotive launches, Virtual Production and 3D/CGI recreate diverse driving terrains without physical movement. At exhibitions or test-drive events, AR/VR experiences let customers explore interiors, customize paint colors, or test-drive virtually—on-site or at home. For distribution, Big Data and Onmarketer analyze behavior to optimize timing and platforms, while AR filters or mini-games encourage user sharing, turning brand stories into digital, viral experiences.

4. Multi-Platform Integration – From Showroom to Storyroom
In the past, brand storytelling was mostly confined to showrooms or limited advertising campaigns. Today, it unfolds as a seamless journey spanning online and offline touchpoints. A customer might begin with a teaser video on YouTube, join a mini-game on Facebook, follow a KOL’s driving experience on TikTok, and conclude with a multi-platform livestreamed test-drive event.

The key difference is that the narrative maintains a consistent message and spirit across every channel, even though formats and contexts may differ. This integration matches the “hybrid” shopping habits of modern consumers—researching cars online, interacting with brands on social media, then visiting showrooms. With storytelling, every touchpoint becomes a puzzle piece of the bigger brand narrative, allowing customers to experience it as a coherent whole.

How to apply it: Automotive storytelling is now a continuous journey from online to offline. Customers might start with a YouTube teaser, engage in a Facebook AR filter or mini-game, watch a KOL’s test-drive on TikTok, and end with an in-person event livestreamed across platforms. Each channel adapts the format to its context but preserves the same core message, ensuring consistency while addressing hybrid buying behaviors.

II. Case Study

Case Study 1 – Peugeot: “The French Touch on Every Journey”
In Vietnam’s fiercely competitive mid-size sedan segment, Peugeot needed a campaign to reaffirm its French identity and differentiate itself from Japanese and Korean rivals. The objective was to boost brand awareness and inspire ownership not just for features, but for lifestyle.

The campaign was delivered through a series of videos and digital content set against scenic routes, emphasizing stories of discovery and enjoying life. Instead of merely advertising features, Peugeot used lifestyle narrative storytelling, where the car appeared as a companion shaping meaningful experiences for its owner. Emotional imagery combined with evocative narration helped viewers “see themselves” in the story.

Peugeot applies innovative storytelling in the “Color in E-motion” campaign
Results: The campaign attracted millions of views across digital platforms, significantly increased brand searches and test-drive requests at showrooms. Peugeot successfully evoked the emotion that “driving is living”—transforming the product into an integral part of a journey of freedom and enjoyment.

Case Study 2 – GAC Motor: “Conquer Challenges – Define Prestige”
Upon entering the Vietnamese market, GAC Motor faced the challenge of being a new and little-known brand. The priority was to quickly create a strong impression of durability and power. The goal was to position the brand as “the car for those who embrace challenges.”

GAC MOTOR applies innovative storytelling in the “Where Craft Meets Technology” campaign

The campaign adopted a “hero’s journey” style of storytelling, portraying the adventure of conquering rugged terrains with its flagship SUV line. The narrative went beyond the car itself, focusing instead on the driver’s spirit—daring to step out of the comfort zone and overcome every challenge. Videos, images, and PR articles recreated the atmosphere of off-road expeditions, combined with evocative narration that stirred a sense of adventure.

Results: The campaign not only increased GAC’s brand awareness in Vietnam but also sparked positive discussions within the automotive enthusiast community. GAC successfully positioned its product as a symbol of strength and determination.

Case Study 3 – VinFast: “The Movement of the Future”
In its journey to expand market share in electric vehicles, VinFast faced two key challenges: shifting customer perceptions about EVs and building trust in a Vietnamese brand. The campaign’s goal was to introduce a new model while conveying the brand’s long-term vision of sustainable mobility.

VINFAST applies innovative storytelling in the “Super Discount” campaign

The campaign embraced a “visionary future” storytelling style, crafting a narrative about a green Vietnam where electric vehicles are not merely modes of transportation, but bridges that connect people, technology, and the environment. Content was deployed across multiple platforms—from TVCs and social videos to experiential events—featuring modern imagery, speed, and the sense that “the future is near.”

Results: VinFast achieved massive media coverage, becoming a hot topic in automotive and technology forums. The brand successfully transformed a product launch campaign into an opportunity to reinforce its position as “the pioneer of Vietnam’s electric vehicle era.”

III. Expert Perspective from Novaon Digital

Storytelling is the most sustainable form of “emotional fuel” for the automotive industry. A powerful story not only helps sell a product but also turns customers into storytellers for the brand itself.

As new trends open both opportunities and challenges, automakers must leverage the power of storytelling to forge deeper emotional connections, strengthen loyalty, and differentiate themselves from competitors.

Tailored Solutions for Applying Storytelling within an Integrated Marketing Strategy

Automotive brands can apply the four emerging storytelling trends in their campaigns to effectively reach target customers. Beyond basic application, businesses should also combine storytelling with complementary solutions such as Gamification, AR/VR showrooms, and Livestreaming to maximize customer experience and strengthen emotional connections.

With end-to-end capabilities from strategy to execution, Novaon Digital is proud to be a trusted communication solutions partner for the automotive industry, delivering holistic brand experiences through three pillars: Strategy – Creative – Technology.

Cre: Brands Vietnam