Automotive video carries some of the highest engagement in the category - buyers consume hours of vehicle video during research. Six formats matter: walkarounds, comparisons, test drives, dealer Q&A, lifestyle, and customer stories. Each fits a different stage in the buyer journey; production responsibility splits between OEM (high-craft brand and product video) and dealer (local, current, personality-led).
The Six Video Formats
|
Format |
Buyer journey fit |
|
Walkarounds |
Stage 3 (model comparison) |
|
Model comparisons |
Stage 3 (head-to-head) |
|
Test drives and reviews |
Stage 3-4 (validation) |
|
Dealer Q&A and education |
Stage 4-5 (dealer research) |
|
Lifestyle and brand |
Stage 1-2 (awareness, segment) |
|
Customer stories and deliveries |
Stage 4-5 (validation, post-sale) |
Vehicle Walkarounds
Exterior, interior, tech features, real-world demonstrations. OEMs produce flagship walkarounds for model launches; dealers produce localized inventory walkarounds (specific stock, color, trim). Both formats serve different audience moments.
Model Comparisons
Head-to-head comparisons - the same Honda CR-V vs Toyota RAV4 queries buyers run online. Comparison content is high-intent and underproduced by OEMs (for obvious competitive reasons); third-party creators dominate this space. OEM opportunity: "versus our previous generation" or "trim comparison" angles.
Test Drives and Reviews
Long-form test drive content - real road footage, candid reactions, on-camera commentary. Third-party reviewers carry huge audiences here; OEM and dealer involvement is supporting. (See how US car buyers research online before purchasing for where reviews fit in the journey.)
Dealer Q&A and Education
"Common questions about leasing," "how do EV incentives work," "what to bring to your test drive." Dealer Q&A and education video builds trust at stages 4-5 and reduces showroom friction. High-leverage, underproduced.
Lifestyle and Brand
Aspirational, story-driven content for brand and segment positioning. OEM territory primarily; high production value, long campaign cycles. Lifestyle video earns top-of-funnel attention and brand affinity.
Customer Stories and Deliveries
Real owners telling real stories - delivery moments, ownership experience, family use cases. Dealer-produced, often UGC-style. Customer stories carry credibility that polished brand video cannot.
OEM vs Dealer Production
OEMs produce flagship brand and product video at high craft. Dealers produce localized, current, personality-led video at higher cadence. Programs that align production responsibility across the two layers produce both reach and authenticity. (See automotive social media marketing strategies USA for where the video lives.) Centric designs automotive video programs through its automotive marketing agency.
Want video that converts US auto buyers? Explore Centric automotive or talk to the Centric team.
Frequently Asked Questions
Which video format converts best?
Customer stories and dealer Q&A drive late-stage trust; walkarounds and comparisons drive consideration. Mix matters; no single format wins universally.
Do dealers need high-production video?
No. Authentic, current, personality-led dealer video often outperforms polished content. Smartphone production is fine; consistency is what matters.
Where should video live?
YouTube anchors long-form; Instagram and TikTok carry short-form; Facebook carries local and inventory. Distribute across channels that fit the format.
How often should we publish?
Cadence varies. OEMs run campaign waves; dealers benefit from consistent weekly or biweekly publishing. Consistency beats sporadic high-production releases.
Conclusion
Video is one of the highest-leverage automotive marketing investments because buyers consume so much video during the journey. The six formats cover most needs; the OEM/dealer production split organizes who does what. Programs that publish consistently across formats with the right production responsibility capture the buyer attention the category rewards.
Build automotive video at format-fit: Explore Centric automotive.
