Report
Automotive trends report: marketing trends autumn/winter 2026
Demand in the UK car market is steady, but buyer journeys are changing. AI search is answering more of buyers' early questions, so they're contacting dealerships much closer to a decision. With flat budgets, dealer groups need to know which channels bring in the calls that lead to sales.
This report draws on anonymised marketing attribution and call tracking data from September 2025 to September 2026, plus conversations with marketers at leading dealer groups. It explores buyer behaviour, channel performance, and practical ways to respond.
What’s inside:
- Why Google Business Profile still drives 49% of calls, and what static tracking numbers miss
- How the March and September plate changes shape website visits and calls
- Why pay-per-click (PPC) now brings in 31% of website visitors
- What rising direct traffic reveals about AI search
- How to turn more calls into test drives and sales
- Four practical actions for automotive marketers heading into 2027
"Dealers can see the demand is there, but buyers are researching differently and for longer, often with AI, so they’re arriving much readier to buy."
Harry Bott, Director, Mediahawk
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“[Mediahawk’s trends report] is a fantastic resource for all dealerships irrespective of marketing spend and budget.”
– Anderlea Butters, Anderlea Butters Marketing Consultancy