1. The 2025 Automotive Consumer: What Are They Looking For?
Today, drivers aren’t just interested in the “basics.”They want performance, connectivity, comfort, safety, and, most importantly, experience. A study by Think with Google indicated that 89% of car buyers in Brazil begin their purchasing journey online, and 72% prefer brands that offer clear information, videos, and real reviews.
This shift requires automotive brands to rethink how they communicate and sell: it’s necessary to educate, inspire, and deliver practical value, not just list technical specifications.
2. The Era of Personalization: It’s Not Just Aesthetics, It’s Identity
For the new consumer, the car is a reflection of their own identity.
More than just a means of transportation, it has become an environment for expression, technology, and lifestyle. As a result, the accessories market has grown dramatically in recent years.
According to a survey by ABAA, the demand for personalization items increased by 18% in the first half of 2025 alone, with a focus on:
- Multimedia centers with Android Auto and Apple CarPlay
- Premium sound systems
- Smart sensors
- Comfort and protection items
This trend is visible in the catalogs of JR8, Nakamichi, M7, and R8 Protect, which invest in innovation and compatibility with automaker standards, ensuring safe installation and a harmonious look with the vehicle’s interior.
3. Digital Influence: The Role of Social Media and Influencers
Purchasing decisions today are heavily influenced by what consumers see on Instagram, YouTube, or TikTok.
According to Automotive World, “influencers have become more trustworthy than traditional ads,” especially in the performance, car audio, and aesthetics segments.
This is why brands that are present at events like the Interlagos Festival, bet on partnerships with content creators, and invest in producing videos, reviews, and comparisons are gaining ground.
Source: https://www.automotiveworld.com/articles/how-influencers-are-changing-car-buying/
4. Perceived value: the consumer wants what makes sense, not just the cheapest
Today’s consumer doesn’t choose based on price alone — they want to feel like they’re making a good deal.
This means:
- Product with proven quality
- Consultative service
- A real warranty and technical support
- Risk-free installation
- Professional packaging and efficient after-sales service
These factors increase the so-called perceived value.
This is what makes a consumer choose a JR8 multimedia center over a generic one, or invest in an R8 Protect lighting kit knowing it will last longer, even if it costs a bit more.
5. Service as a competitive differentiator
In the age of e-commerce and WhatsApp, those who provide fast, clear, and technically proficient service get ahead.
The new consumer values:
- Quick responses
- A complete catalog
- Supporting technical materials
- Pre-sales and after-sales consulting
Brands like the JR8 Group stand out by offering this support through resellers, social media, videos, and service via local representatives.
This builds trust and loyalty — something essential for maintaining relevance in an increasingly competitive market.
6. The Connection to Performance and Car Care
Another important change: today’s consumer takes better care of their car.
They look for:
- Items that enhance performance
- Products that prevent wear and tear
- Components compatible with original systems
- Equipment that provides safety and control
In this regard, brands like M7 are strongly positioned in the electric products and connectors segment, while R8 Protect has been gaining ground with high-standard sensors and cameras that meet the safety and usability requirements of the new generation.
7. The Importance of Building a Community
More than just consumers, we are talking about enthusiasts.
They don’t just want to buy: they want to learn, exchange, interact, and be part of something bigger.
Events, giveaways, activations, and collaborative launches are ways to create this connection. The JR8 Group, for example, brought together thousands of people at the Interlagos Festival 2025, promoting test drives, giveaways, and immersive experiences — reinforcing the brand not as a supplier, but as a partner to the public.
Conclusion
The new automotive consumer is digital, demanding, engaged, and informed. They value brands that deliver more than just products: they deliver experience, trust, and purpose.
Companies like JR8, Nakamichi, M7, and R8 Protect have stood out precisely because they understand this movement and have built an ecosystem where technology, customer service, and community go hand in hand.
If you work in the automotive sector, it’s time to adjust the rearview mirror and look ahead because the consumer has already changed. And those who don’t keep up with this transformation… get left behind.
