How AI and marketing automation are reorganizing the automotive industry

The European automotive industry is under extraordinary pressure. Electrification costs, tariff challenges, and escalating competition are forcing OEMs to deliver more output with fewer resources. Marketing, once a creative playground, has become a strategic battleground where efficiency, speed, and scalability determine competitive advantage. Yet most OEMs are confronted with long-established structures and lack of speed. Everyday marketing operations are fragmented across regions and channels, consuming excessive time and budget while limiting change and innovation. Redundant processes, manual processes, overlapping agency networks, and inconsistent brand and sales experiences are common symptoms. To hold up against internal and external pressures while pushing competitiveness, OEMs must fundamentally rethink how they plan, produce, and distribute marketing across all touchpoints.