Auto marketing has become increasingly sophisticated, with brands investing heavily in Instagram, Facebook, TikTok, YouTube and LinkedIn.
Yet one platform continues to sit in the shadows despite being purpose built for real time conversation, fast reactions, trend engagement, and industry dialogue. That platform is X, formerly Twitter. While many automotive marketers deprioritise X or overlook it entirely, the reality is simple. X continues to be one of the most underused and undervalued channels in the auto marketing mix today.
X is still home to millions of auto fans, journalists, influencers, motorsport communities, EV enthusiasts, and high intent shoppers who follow car brands, respond to launches, join debates and consume auto marketing content in real time. For any auto marketing agency, dealership, or OEM team, X offers a unique blend of instant access, authentic conversation and cultural proximity that is difficult to replicate on other platforms.
If your auto brand is not making use of X, you may be missing out on a powerful, fast moving platform that can elevate awareness, deepen engagement and strengthen your overall automotive social media strategy.
Why X still matters in auto marketing today
Despite the noise around rebranding, policy changes and evolving platform direction, X remains one of the most active digital hubs for automotive culture. From F1 highlights to EV debates, car reviews, concept reveals and industry announcements, X continues to drive the global automotive conversation.
Auto marketing teams benefit from X because:
- It offers genuine real time dialogue with audiences.
- It remains a primary channel for auto journalists and news outlets.
- It is where enthusiasts discuss new models, features, and driving experiences.
- It brings together communities that care deeply about the automotive world.
While other platforms dominate visual storytelling or long form content, X fills a different and irreplaceable role. It is the auto industry’s real time pulse.
This makes it a critical but often neglected component of a mature automotive social media strategy.
7 ways auto brands can use X to power their auto marketing
Below are seven practical, high impact plays any OEM, dealership, or auto marketing agency can adopt immediately.
1. Instant communication and customer feedback
X allows auto brands to respond to customers quickly and publicly. This matters because car buyers often use social media to ask questions, signal interest, or raise concerns.
On X, marketers can:
- Reply to questions in real time.
- Handle service issues before they escalate.
- Talk directly to potential buyers.
- Turn quick interactions into trust building moments.
Fast response times significantly improve customer sentiment and turn negative experiences into positive advocacy.
2. Hashtag power and trend participation
Hashtags on X remain one of the most effective discovery tools for auto marketing teams. While other platforms have deprioritised hashtags, X still uses them to surface content and fuel trending conversations.
Auto brands can use hashtags to:
- Join industry conversations such as #ElectricVehicles or #F1.
- Promote new models using branded hashtags.
- Engage with trending events or news relevant to their audience.
- Increase reach beyond existing followers.
The key is relevance. Trends should support brand positioning, not dilute it.
3. Influencer, creator, and brand partnerships
Auto marketing thrives when brands collaborate with the right creators. On X, these partnerships can be highly effective due to the platform’s conversational nature.
Examples include:
- Inviting reviewers or influencers to live tweet during a launch.
- Co hosting X Spaces sessions about new models or EV technologies.
- Partnering with creators who regularly engage in car culture discussions.
- Collaborating on threads that break down features or comparisons.
Done well, this approach feels authentic and generates meaningful reach.
4. Driving traffic to your site, stock pages, and promotions
X remains a strong traffic driver due to its link friendly format. Users expect to click through to explore offers, read reviews, or check inventory.
Auto brands can use X to drive:
- Traffic to new model pages.
- Traffic to dealership stock listings.
- Traffic to video reviews and blog content.
- Traffic to seasonal or limited promotions.
Copy, visuals, and timing matter. Short, sharp, value led posts perform best.
5. Showcasing your brand personality
X is arguably the best platform for showcasing quick wit, personality, or tone. While Instagram focuses on aesthetics and TikTok on entertainment, X emphasises voice.
Auto brands can:
- Highlight brand humour or character.
- Post real time commentary during major events.
- Offer behind the scenes glimpses.
- Respond in ways that feel human rather than corporate.
Auto brands like MINI, BMW M, and Tesla have all shown how personality fuels community.
6. Insight, social listening, and competitor analysis
Auto brands can use X as a listening tool for understanding:
- What customers love about their vehicles.
- Issues or concerns happening in real time.
- Competitor performance and sentiment.
- Reactions to new models or features.
- Market trends and emerging expectations.
This makes X a powerful research engine for auto marketing teams. It also informs product, service, and communication teams.
7. Event promotion and live updates
Auto shows, launch nights, racing events, dealer open days, and community events are all amplified through X.
Brands can:
- Build anticipation ahead of events.
- Live tweet announcements, reveals, and key highlights.
- Share images, specs, and reactions instantly.
- Engage with attendees and remote audiences simultaneously.
Live content often performs best on X due to its immediacy.
Auto marketing on X – managing brand safety, risk, and crisis
Many auto marketing teams hesitate to use X due to perceived risk or brand safety concerns. The reality is that risk management on X is about process, not avoidance.
A simple framework:
- Use tools to monitor mentions and sentiment.
- Respond quickly to valid concerns.
- Move complex or sensitive queries into DMs.
- Follow up publicly once resolved.
Silence often fuels frustration. A calm, transparent approach builds credibility.
Where X fits in your wider automotive social media strategy
X should not replace other channels. It should complement them.
Here is the simplest way to think about X’s role within an automotive social media strategy:
- Instagram – best for visuals, inspiration, community.
- TikTok – best for reach, creativity, entertainment.
- YouTube – best for long form content and reviews.
- Facebook – best for local dealership presence and ads.
- LinkedIn – best for B2B and employer branding.
- X – best for real time conversation, commentary, service, and insights.
This is where auto online marketing becomes more complete. X fills a gap others cannot.
If you work with an auto marketing agency or auto dealer marketing firm, X should be a recommended secondary channel – small investment, high impact, clearly defined role.
Building your auto marketing X roadmap
This roadmap/framework helps auto marketing teams integrate X without adding complexity.
Clarify objectives
Decide whether X is primarily for:
- Awareness.
- Engagement.
- Test drive enquiries.
- Customer service.
- Reputation management.
- Launch theatre.
OEMs may use X differently from dealerships. Set clear expectations.
Plan your content formats and posting rhythm
Recommended cadence:
- OEMs: 1 to 3 posts per day.
- Dealerships: 3 to 5 posts per week.
Use a mix of:
- Threads.
- Visuals.
- Polls.
- Replies.
- Short videos.
Consistency matters more than volume.
Establish engagement rules and listening habits
- Assign clear roles for who replies.
- Use lists to track journalists, creator communities, and competitors.
- Set SLAs for response times.
- Use X to stay close to market sentiment.
Measure what matters
Avoid obsessing over raw follower counts.
Instead track:
- Engagement rate.
- Profile visits.
- Link clicks.
- Conversations started.
- Sentiment direction.
These metrics show real value.
Final thoughts
X is not the largest platform. It is not the most visual. It is not the easiest to manage. But for auto marketing teams who want real time engagement, direct access to enthusiasts, and visibility within automotive culture, X remains an untapped opportunity.
Auto marketing is increasingly competitive. Every channel needs a clear role. X offers immediacy, authenticity, insight, and conversation. For brands willing to invest even a modest amount of time each week, X can amplify launches, strengthen community, improve customer service, and support the wider automotive social media strategy.
Your team does not need to overcomplicate X. You need a defined place for it in your plan and a consistent approach. When used well, X will become a great strategic advantage for your brand.
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FAQs
Is X still worth including in an auto marketing strategy?
Yes. X remains one of the strongest channels for real time communication, automotive conversation, industry news, and live event engagement. It fills a role no other platform covers as effectively.
How often should auto brands post on X?
OEM brands benefit from posting 1 to 3 times per day. Dealerships should aim for 3 to 5 posts per week. Consistency is more important than volume.
What types of content perform best for auto brands on X?
Launch commentary. Threads. Short videos. Behind the scenes content. Event coverage. Quick replies. Strong visual posts. Anything that adds value to real time conversation.
Should auto brands invest in paid ads on X?
Organic activity is often more valuable on X than paid. Start with organic. Add paid only when you have clear brand safety guidelines and a defined objective.
How do we measure success from auto marketing activity on X?
Track engagement rate, profile visits, link clicks, sentiment, conversations started, and traffic to your site or stock pages. Avoid relying solely on follower count.
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