How car companies are influencing you to buy cars

Ever noticed a billboard or an Instagram post where your favourite celebrity poses with a new car and wondered, "I didn't know they drove that"? Chances are, you're looking at a sponsorship deal.

For years, car manufacturers have been tapping into pop stars, social media influencers and celebrities to endorse their products. This strategy isn't limited to just cars; it spans across various products on social media, from mattresses to beauty products.

And whether you realise it or not, these endorsements are also subtly influencing your car-buying desires.

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Gone are the days of simple brand placements in sports events or on jerseys.

Modern car companies often engage brand ambassadors (individuals who maintain a long-term relationship with the brand) or influencers (those with short-term collaborations) to enhance their brand's lifestyle appeal online.

When you see these cars presented in dreamy settings or with celebrities you admire, your brain begins to associate your fondness for these personalities with the car brands they endorse. It's fascinating stuff.

So we’ve put together some notable automotive partnerships we’ve seen to show you how car companies are using ambassadors and influencers to build their brand identity… and get you walking into a dealership.

Porsche x Dua Lipa

What happens when you take one of the world's hottest icons, and pair it with, well, another of the world's hottest icons?

Dua Lipa, a celebrated pop star, has gained fame for her chart-topping hits such as Don't Start Now and Levitating. Porsche, with its 75 years of history, mirrors this allure. Their vehicles blend timeless design and craftsmanship with contemporary innovation and excellence, creating an irresistible charm similar to Dua Lipa's artistic appeal.

Both household names in their respective fields, the partnership has been teased on Instagram for what is to come, and fans are already loving the pairing with one even calling it their "dream collab".

MG x MAFS

Unlike those of us who are car obsessed, there are plenty of people who see their vehicle as more of a style choice.

They want a car that expresses how they feel on the inside (within budget of course, because the Lamborghini Urus you may feel like on the inside is out of financial reach on the outside).

Recognising this, MG has adapted by targeting younger consumers through lifestyle-oriented campaigns such as their “Drive Your Style” ads, focusing on fashion and expression rather than the the technical specifications. "82kW 1.5L 4-cylinder engine" on a billboard doesn't scream 'sexy'.

MG's partnership with MAFS Season ten winners Tahnee Cook and Ollie Skelton to promote their new electric hatch, the MG4, is a prime example of this strategy.

Hyundai's strategy as the official automotive sponsor of The Bachelor Australia in 2017 mirrored this approach. By showcasing the new Kona, Hyundai effectively reached its target demographic who were tuning in to watch hot young singles cruising in these stylish cars.

Nissan x Margot Robbie

Nissan Australia frequently partners with local influencers, such as Alice Bennett, famously known as Miss Trixie Drinks Tea (a.k.a Cake Queen in my household) to promote the Qashqai.

However, their 2017 global collaboration with Margot Robbie marked a significant step. Serving as their electric vehicle and sustainability ambassador, Robbie starred in Nissan's EcoSystem campaign, prominently featuring the Nissan Leaf, albeit in a bit of a confusing commercial.

Lexus x Kate Freedman

As a local ambassador for Lexus, Kate is frequently seen on Instagram with her ever-changing array of Lexus vehicles.

Her unique blend of interests in the racing world and fashion make her an ideal representative for the luxury brand.

Lexus Australia describes their partnership with Kate as a "natural, symbiotic fit," highlighting their shared standards of excellence both on and off the track.

Kate joins the ranks of Corey Brown and Melissa Leong in Lexus' esteemed lineup of ambassadors.

Kia x Rafael Nadal

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By partnering with tennis royalty Rafael Nadal, Kia continues its long-time Australian Open sponsorship that started back in 2002– making the Korean brand the longest-running major sponsor of the tournament.

Their latest campaign, which featured alongside the Australian Open earlier this year, focused on the electric Kia EV6 as "an ideal companion for Nadal’s journey towards sustainability".