The Auto Shift: Decoding the Dual-Path Purchase Journey

Buying and selling cars has always been complicated. But today, the road to purchase is getting even harder to navigate—and audio is giving marketers a clearer signal into what’s driving decisions.

For auto marketers, the opportunity isn’t just knowing what’s changing across the industry. It’s knowing how high-intent, tech-savvy digital audio listeners are responding—and how to turn those insights into smarter messaging, targeting, and creative.

That’s exactly what we explored in our latest webinar, The Auto Shift: Decoding the Dual-Path Purchase Journey. Juliette Ferrara, SiriusXM Media’s Automotive Head of Industry, sat down with Jordan Evangelista, Senior Manager of Consumer Insights at SiriusXM Media, and Tom Libby, Director of Loyalty Solutions and Industry Analysis at S&P Global Mobility. Together, they unpacked the behavioral shifts shaping today’s auto shopper—from pricing pressure and brand loyalty shifts to hybrid consideration, vehicle technology, and evolving consumer expectations.

Ready to dive in?

And if you’re short on time and just want the quick hits, we’ve got those too. Check out some of the biggest takeaways from the conversation below.

Today's auto shopper is following two very different paths

“We see a lot of activity from our manufacturing partners, but what's really interesting right now is this dual path of shopping. Some analysts point to luxury buyers who aren't slowing down, while others are focused on value-driven shoppers and how the desire to get the most for your money is impacting the brands and products consumers consider.” – Juliette Ferrara

Sticker shock is driving shoppers to reconsider everything

“One of the reasons consumers are changing brands is that they come back to the market expecting to buy another version of the vehicle they already own, and all of a sudden, the monthly payment is $200, $300, $400 more. They're stunned. It's causing a lot of movement within the industry across brands, across segments.” – Tom Libby

The market is splitting between aspiration and affordability

“Pre-owned vehicle consideration has surpassed new vehicle consideration for the first time this year, underscoring the increasing importance of affordability in the marketplace. Even so, vehicle demand remains strong. It's simply shifting toward value-oriented options.” – Jordan Evangelista

Every purchase journey is now a conquest opportunity

“When brand loyalty is around 50%, that means every other household that returns to market is changing brands. That's an incredible statistic. It's good in a way because it offers huge opportunities for conquest when you know that half of households are open to moving.” – Tom Libby

Audio keeps brands connected throughout the purchase journey

“People are always considering their next vehicle, so being top of mind by being in their ear is very important. Audio is native to the in-car experience when people are actively thinking about their current vehicle, the features they wish they had, and what they want in their next purchase.” – Juliette Ferrara

One-size-fits-all messaging leaves opportunity on the table

“Whether it's the brand our listeners are considering, the type of vehicle they're considering, or the purchase driver, these insights highlight why a one-size-fits-all automotive campaign can leave opportunities on the table. By tailoring creative and messaging to distinct motivations, advertisers can build stronger relevance and drive greater impact across audience segments.” – Jordan Evangelista

Reach every type of auto intender with SiriusXM Media

The automotive purchase journey is becoming increasingly complex. Some shoppers are pursuing premium features, electrified powertrains, and connected vehicle technology. Others are focused on affordability, reliability, and getting the most value for their money.

The brands that win won't be the ones speaking to the average consumer—they'll be the ones using audience intelligence to understand what different buyers value most and tailoring their messaging accordingly.

Ready to connect with today's auto intenders more effectively? Let's talk.

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