Five game-changing insights from HAQM's 2025 auto report

The electric vehicle (EV) revolution isn't just changing what we drive—it's fundamentally transforming how consumers choose and buy cars. HAQM's 2025 Automotive Report unveils five critical insights that are reshaping the automotive landscape:

In what might be the most significant shift in automotive consumer behavior in decades, our report revealed that 88% of EU5 customers abandon their previous brand when switching to electric vehicles.¹ This "loyalty reset" represents both the biggest challenge and opportunity for automotive brands. However, there's a fascinating twist: once consumers make the switch to EVs, they become remarkably loyal, with brand-switching likelihood dropping by 33%.²

Gone are the days of impulse car buying. Modern EV purchasers spend an average of 241 days researching their options, with charging station research being a key indicator of purchase intent.³ This extended consideration period opens up unprecedented opportunities for brands to nurture relationships with potential buyers. One-third of eventual EV buyers begin their journey by researching charging infrastructure, creating a clear signal for targeted engagement.

With 75% of EV research happening on mobile devices,⁴ HAQM's comprehensive full-funnel approach offers automotive brands a strategic edge. At the upper funnel, HAQM Prime Video and Fire TV engage audiences through high-impact video formats, building awareness at scale. Mid- to lower-funnel, advertisers can reengage these viewers both on and off HAQM through mobile-optimized display and online video campaigns, enriched by HAQM's first-party audience signals. This connected strategy allows automotive brands to maintain consistent touchpoints throughout the customer journey while measuring cross-device impact through HAQM's attribution solutions. For automotive advertisers, this integrated approach transforms mobile-first behavior into a powerful advantage across the entire purchase funnel.

Perhaps our most surprising finding is that EV intenders are voracious content consumers, spending 2.5x time streaming than average viewers.⁵ They're particularly drawn to live sports, being 4.6x more likely to watch sporting events. This audience consistently engages with content between 7–11 p.m., with a clear preference for Fire TV devices (61% higher usage than average).⁶

The data is clear: fragmented advertising approaches are becoming obsolete. Campaigns integrating Prime Video with display advertising drive conversion rates five times higher than traditional methods.⁷ Our Performance+ campaigns demonstrate this dramatically, achieving 82% higher click-through rates while reducing cost per visit by 64%.⁸ A full-funnel approach isn't just more effective—it's more efficient.

These insights point to a clear conclusion: automotive marketing strategies need to evolve as rapidly as the vehicles they promote. The traditional funnel has been replaced by a complex web of digital touchpoints, with mobile and streaming at the center. Success in this new landscape requires brands to engage potential buyers earlier, stay with them longer, and reach them across multiple channels.

The most successful brands will be those that recognize this fundamental shift and adapt their strategies accordingly. With EV registrations growing by 313% across EU5 markets in just three years,⁹ the opportunity to capture market segments during this transition is unprecedented—but so is the risk of falling behind.