Growing an automotive brand
US dealers sold 16.2 million new light vehicles in 2025, and 298 million vehicles are registered. Reach drivers on YouTube and Facebook, and younger adults on Instagram and TikTok.
How big is the automotive industry?
Franchised US dealers sold 16.2 million new light vehicles in 2025, and their total sales topped $1.3 trillion.
| Measure | Figure | Year |
|---|---|---|
| New light vehicles sold | 16.2 million | 2025 |
| Franchised dealership sales | Over $1.3 trillion | 2025 |
| Franchised new-car dealers, 2025 | 16,990 | 2025 |
| Registered vehicles | 298 million | 2024 |
| Auto technician and mechanic jobs | 825,800 | 2025 |
The sales and dealer figures come from NADA's 2025 full-year report.[1, 2, 3]
Who are automotive customers?
Most adults drive: 237.7 million Americans held a driver's license in 2023, and slightly more of them were women than men.
| Group | What the figures show |
|---|---|
| Women with a license | 120.1 million |
| Men with a license | 117.6 million |
| Ages 20 to 24 with a license | 81.3% |
| Share of household spending on transportation | 17.0% in 2024 |
That came to $13,318 per household, in the government's yearly consumer spending survey.[4, 5]
Which platforms should an automotive brand grow on?
YouTube reaches the most US adults, 84%, and 85% of men, while Instagram and TikTok reach most 18-to-29-year-olds.
If your ads offer car loans, Google counts them as credit ads. In the US and Canada, those ads can't target by age, gender, parental status, marital status or ZIP code. Claim the .com and file a trademark; for domain endings and trademark classes, see naming an automotive brand.[6, 7, 8, secondary]
Checks the .com, Instagram, YouTube, Facebook, TikTok and trademarks in one search.
Who are the top automotive creators?
Two car creators to know are reviewer Doug DeMuro and Alex Hirschi, known as Supercar Blondie.
| Creator | Known for | Named by |
|---|---|---|
| Doug DeMuro | Light-hearted car reviews on YouTube; co-founder of the Cars & Bids auction site | The Drive (opens in a new tab), 2023 |
| Alex Hirschi (Supercar Blondie) | Showcasing exotic supercars around the world | Tubefilter (opens in a new tab), 2020 |
Tubefilter called Hirschi a "top automotive social media star" when talent agency WME signed her in 2020.[9, 10, secondary]
Which sites are the authorities on automotive?
NHTSA, the National Automobile Dealers Association and the Bureau of Transportation Statistics are the main authorities on the US auto industry.
| Site | What it is | Use it for |
|---|---|---|
| NHTSA (opens in a new tab) | The National Highway Traffic Safety Administration, part of the US Department of Transportation | Recalls and 5-Star Safety Ratings |
| National Automobile Dealers Association (opens in a new tab) | The national voice of franchised new-car dealerships, with 16,000+ members | Yearly dealership sales data |
| Bureau of Transportation Statistics (opens in a new tab) | One of 13 principal federal statistical agencies, part of the Department of Transportation | Transportation statistics |
Sources (13)
- PrimaryNADA Data: 2025 full-year report (opens in a new tab)
- PrimaryFederal Highway Administration: Our Nation's Highways 2026, driving data (opens in a new tab)
- PrimaryUS Bureau of Labor Statistics: Automotive Service Technicians and Mechanics (opens in a new tab), Occupational Outlook Handbook
- PrimaryFederal Highway Administration: Highway Statistics 2023, table DL-20, distribution of licensed drivers (opens in a new tab)
- PrimaryUS Bureau of Labor Statistics: Consumer Expenditures 2024 (opens in a new tab)
- SecondaryPew Research Center: Social Media Fact Sheet (opens in a new tab), survey of US adults
- PrimaryGoogle Ads: Update to personalized advertising policies: housing, employment and credit (opens in a new tab), car loans listed under credit
- PrimaryGoogle Ads: Personalized advertising policy (opens in a new tab), housing, employment and consumer finance in the US and Canada
- SecondaryThe Drive: Doug DeMuro's Cars & Bids platform scores major $37 million investment (opens in a new tab)
- SecondaryTubefilter: WME Signs Top Automotive Creator 'Supercar Blondie', Who Revs 1 Billion Monthly Views (opens in a new tab)
- PrimaryNHTSA: About NHTSA (archived copy) (opens in a new tab)
- PrimaryNADA: About NADA (opens in a new tab)
- PrimaryBTS: About BTS (archived copy) (opens in a new tab)