In an increasingly competitive automotive market, a brand can only truly break through when the customer journey is seamlessly connected—from the first digital touchpoint to the in-showroom experience. Recognizing this trend, Novaon Digital officially introduces the “Brand Experience Automotive” report, offering a comprehensive overview of the market, an in-depth analysis of consumer behavior, and strategic recommendations to help businesses build a unified and consistent journey for their customers.
1. The Automotive Landscape: Slow Growth, Fierce Competition, Fragmented Experiences
The global automotive industry enters 2025 amid significant turbulence. Growth is projected at only 1.6%, reflecting pressures from rising raw material costs, market saturation, and broader macroeconomic uncertainties. In Vietnam, the rapid rise of Chinese car brands—leveraging competitive pricing and strong localization strategies—has intensified competition, forcing traditional manufacturers to constantly innovate in order to retain market share. At the same time, Hanoi’s policy to prioritize electric vehicles from 2026 is accelerating the green transition, adding further pressure on brands that are slow to adapt.
Consumer behavior is also shifting rapidly. Skepticism about electric vehicles persists—from concerns over battery life and charging infrastructure to operating costs—while after-sales services continue to fall short of expectations, weakening brand loyalty. Statistics reveal that the proportion of consumers willing to switch brands has surged from 35% in 2024 to 76% in 2025. This underscores the reality that the current automotive customer journey still contains major gaps and lacks the cohesion needed to build lasting brand attachment.
Automotive Market Overview
2. A Strategic Guide for Emerging Trends: Integrating Digital and Showroom into a Unified Journey
Against a backdrop of mounting challenges, a key question emerges: how can automotive brands foster long-term customer loyalty rather than relying solely on short-term transactions? Responding to this need, Novaon Digital has developed the “Brand Experience Automotive 2025–2026” report, offering a new approach to redefining the customer journey through a seamless integration of digital and showroom experiences.
The “Brand Experience Automotive 2025–2026” report is a comprehensive resource dedicated to addressing the customer experience challenges in the automotive industry. It goes beyond presenting market data or listing trends, instead highlighting critical shifts: from the fierce competition posed by Chinese manufacturers and the surge of electric vehicles supported by green mobility policies, to the evolving consumer mindset marked by diminishing brand loyalty. These insights reveal that the greatest challenge lies not merely in product or pricing, but in crafting a truly cohesive customer journey.
The report also underscores the contrast between two approaches. In the traditional model, digital and showroom channels operate in isolation: online platforms serve mainly promotional purposes, while showrooms focus primarily on closing sales. This fragmented structure emphasizes short-term results and struggles to deliver long-term brand value. In contrast, the new model proposed in the report—Brand Experience—integrates Strategy, Creative, and Technology.
In this framework, digital becomes the catalyst for awareness, the showroom validates and deepens the experience, and technology serves as the connector that integrates data and sustains post-purchase relationships. This foundation enables brands to achieve immediate business results while building stronger, enduring bonds with customers. To explore the full contrast between traditional practices and the Brand Experience model powered by Strategy, Creative, and Technology, we invite you to read and register for the “Brand Experience Automotive 2025–2026” report.
Applying Brand Experience in Automotive
3. Conclusion
The “Brand Experience Automotive 2025–2026” report is more than a research study; it serves as a strategic compass for automotive brands in a new era of competition. By unifying the customer journey from online to showroom through the triad of Strategy – Creative – Technology, the report offers a pathway for businesses to achieve immediate commercial outcomes while reinforcing long-term brand equity.
Developed by Novaon Digital’s experts, the report delivers a comprehensive overview of the automotive market, analyzes consumer behavior, and highlights the gap between a fragmented traditional approach and a seamless Brand Experience model. Building on this foundation, the report emphasizes a new framework driven by Strategy – Creative – Technology, enabling brands to synchronize the entire customer journey and transform disconnected interactions into a unified experience from digital to showroom. This report is designed to help automotive businesses not only survive but also break through in the 2025–2026 period.
Sign up now to explore the complete “Brand Experience Automotive 2025–2026” report here.
