In September 2026, we analyzed 5,630 ChatGPT and 5,630 Google Gemini recommendations across five automotive categories to compile the AI Visibility Index.

AI is reshaping automotive discovery, but visibility depends on more than brand strength. Recommendation rankings vary by category, while the sources AI relies on are shifting—changing how brands compete to get seen.

Advances in technology, the rise of autonomous vehicles, and changes in the way consumers shop for cars are all transforming the auto industry. Here are the latest trends in ad spending, and how shoppers research and buy cars.

In July 2026, we analyzed 5,630 ChatGPT responses across five automotive categories to compile the AI Visibility Index.

Toyota Group drew 9.2 million unique US visitors in April, edging Ford's 9.0 million in a near dead heat for the largest auto-manufacturer audience, according to a June report from Comscore.

The race to build AI infrastructure has triggered an unprecedented rush for capital and spending, reshaping capital markets and creating new pricing, platform, and vendor risks for marketers.

Tesla owners get discounts for self-driving miles, testing a new approach to risk

As ecommerce gains concentrate among a few dominant players, smaller retailers have an opening if they can carve out share in an increasingly uneven market.

IoT devices like connected cars, wearables, and smart home speakers generate behavioral data and create moments where marketing messages can reach engaged audiences.

CEO neutrality carries brand risk; OpenAI and Anthropic leaders’ cautious political responses are an illustration of how hedging on values can erode trust rather than protect it.

The automotive dashboard is evolving into a media hub. By 2029, 203 million connected car drivers will give advertisers access to captive audiences through AI commerce, in-vehicle ads, charging sessions, and rideshare integrations.

GenAI adoption in Asia-Pacific is outpacing the rest of the world. The region’s soft power is expanding quickly, highlighted by K-pop’s unstoppable global rise and China’s AI push bringing humanoid robots to daily life.

Last week, Tesla and Rivian approved two of the most aggressive CEO compensation plans in history—Elon Musk’s potential $1 trillion payout and RJ Scaringe’s $4.6 billion plan. Both hinge on hitting decade-long performance and valuation targets tied to EV production, AI innovation, and market capitalization growth. Why it matters for brands and marketers: This compensation era spotlights the rise of the personality-driven company. Musk and Scaringe are seen not just as CEOs, but as brand assets whose visibility and vision influence valuation. For advertisers, the message is that leadership narratives can serve as marketing multipliers that help drive brand identity and, for better or worse, brand reputation.

Robotaxi deployments are moving from pilots to broader rollouts as companies try to cash in on advancements in autonomous driving. Lyft recently began robotaxi tests in Atlanta, and Amazon's Zoox launched in Las Vegas. For companies investing in robotaxis, the opportunity extends beyond passenger rides. These fleets could eventually serve as a backbone for cost-saving delivery services, expanding the commercial applications of the technology. With Uber and DoorDash testing delivery robots, robotaxis could be the next move in on-demand logistics, moving beyond transporting passengers to carrying packages, meals, and groceries.

The news: Tesla’s Q2 earnings disappointed as fallout continues from Elon Musk’s political spotlight, highlighting the risks of a brand being tied to its leader’s actions. Revenues reached $22.49 billion and deliveries hit 384.1 million, down 12% and 13% YoY, respectively. Between January and June, EU car sales declined 44% YoY, per the European Automobile Manufacturers’ Association. Our take: While complicated to execute, brand equity should be as independent as possible to avoid tying company identity to a single leader. When CEOs make mistakes, companies can rebuild trust through honesty and accountability and by highlighting assets other than leaders, like employees, partnerships, or key products. Tesla seems to be on the path to recovery, but it may have a long road ahead.

Tesla is officially in the restaurant business following the much-hyped opening of the Tesla Diner in Los Angeles. The futuristic concept could be the template for additional openings in the US as well as abroad, CEO Elon Musk said—helping the company boost brand awareness, engagement, and sales. The diner’s launch—and the accompanying wave of press and social media posts—could help reset consumers’ perceptions of the Tesla brand at a particularly tumultuous time for the company. But it could also, given the company’s increasingly polarized reputation, become a focal point for protests, which might deter would-be customers from stopping in.

The news: Tesla stock rebounded about 5% Friday after a 14.3% crash during a public social media feud between President Donald Trump and Tesla CEO Elon Musk over the “Big Beautiful Bill.” The EV giant lost $152.4 billion in market value Thursday—its biggest one-day decline ever, per The Wall Street Journal. Our take: The Musk-Trump quarrel could drag on or it could end as abruptly as it started. Its effects on Tesla’s stock are a reminder that Musk is the company’s de facto spokesperson and that his persona is inseparable from Tesla’s brand. The Big Beautiful Bill, paired with cautious US consumer spending and economic uncertainty, could slow Tesla’s EV adoption just when the company can least afford it.

A 90-day pause in tariffs added over $800 billion to the Magnificent Seven’s market cap, revealing just how damaging trade tensions had been for investor confidence.