The Future of Auto Marketing: Building Brands Through Human Connection Today

Episode notes

In this episode of Adspeak by ADWEEK, host Rebecca Stewart leads a live BrandWeek conversation with Matt Kerbel of Turo, Scott Baker of Porsche, and Doug Zarkin of Take 5 Oil Change on the future of automotive branding. As electrification, AI, and changing ownership models transform the industry, the panel explores why trust, accessibility, and human connection remain the foundations of successful brands. The discussion covers redefining brand as an emotional asset, building loyalty through customer-centric experiences, creating community through peer-to-peer engagement, and modernizing legacy brands without losing their core identity. The guests also share practical insights on media strategy, affordability challenges, and the importance of designing experiences that make every customer feel valued. Together, they explain why authentic relationships will remain the ultimate competitive advantage in a rapidly evolving marketplace.