While EV Registrations Grow Through the First Half Of 2021, Non-Electric Remains Dominant

Experian Automotive Series | What Auto Marketers Are Prioritizing in the Second Half of 2025 As we close out our four-part series on what auto marketers are prioritizing in the second half of 2025, we’re shifting gears from strategy to execution. It’s time to explore how marketers are operationalizing data, seeking clarity, and building emotional connections that deepen relationships with customers. With the end of the year’s competitive automotive landscape, clarity and connection aren’t just buzzwords—they’re the cornerstones of growth and loyalty for 2026. Let’s start by exploring how clarity empowers today’s marketers to steer their strategies with control. Clarity: Putting marketers in the driver’s seat Data-guided auto marketers who leverage data insights have a clearer understanding of where consumers are on their car-buying journey. You can learn whether car buyers are gearing up for: A longer commute and want an electric vehicle (or a hybrid vehicle).1 Expanding their family and want a top-tier safety rating with cargo space. Factoring in market trends and wanting to be more economical.2 Creating a new and loyal customer base requires dealers, marketers, and OEMs to focus on clarity and connection. This will be more relevant than ever in the final days of 2025. Gone are the days when dealers and agencies used platforms and tools they did not understand. More businesses are simplifying their services and products by offering guides, Artificial Intelligence (AI) tools, tutorials, consultants, and webinars. At Experian Automotive, we're here to do just that, bringing clarity to our auto solutions, such as the Experian Marketing Engine (EME). While the EME tool has robust and dynamic data, two of our most widely used features — AutoAudiences and AutoInsights — stand out for their impact. Let’s break them down in the simplest way: AutoInsights helps marketers define where, what, and how. AutoAudiences helps reach who to target and when they might be in the market. For further clarification, savvy marketers leverage AutoInsights to strategize and understand their market, then activate AutoAudiences to curate marketing opportunities. With these tools empowering clarity, it’s equally important to focus on building genuine connections with car shoppers. Connection: Personalized experiences that drive sales Building a strong connection starts by truly understanding what consumers need and where they are on their car-buying journey. It’s important to know how consumers plan to use their vehicle and how they have serviced their cars in the past (or how they plan to service them in the future). By focusing on these details, marketers and dealerships can create more meaningful relationships and deliver helpful, relevant experiences that customers value. On the journey to better connections, consider your customers’ communication preferences, 2026 plans, and affordability.3 “Human connection...separates good stores from great ones,” notes Dealer Principal, Matt Birckhead at Sir Walter Chevrolet4 , while General Manager, Michael Wood at Jaguar Land Rover Virginia Beach collaborates with his Digital Director, Ryan Montville, to generate vehicle specs and feature descriptions that connect emotionally with target buyers 5 Key Takeaway: Automotive marketers who leverage data-informed clarity and authentic customer connection are best positioned to drive growth and loyalty in the final days of 2025 into 2026. By using innovative tools like Experian Marketing Engine, focusing on consumer needs, and personalizing every interaction, dealerships, agencies, and OEMs can optimize campaigns and foster lasting relationships. Mastering clarity with data and building emotional connections are the keys to success in automotive marketing today. Ready for clarity and connection with Experian data? Lead the way in creating customer-first experiences that fuel long-term growth. Connect with Experian Automotive and start driving measurable impact. Learn More https://www.coxautoinc.com/insights-hub/q3-2025-ev-sales-report-commentary/ https://www.experian.com/automotive/auto-credit-webinar-form https://news.dealershipguy.com/p/inside-q4-s-new-vehicle-trends-and-how-dealers-are-adjusting-2025-10-28 https://news.dealershipguy.com/p/one-price-vs-negotiation-what-four-operators-say-really-builds-trust-and-gross-2025-10-16 https://news.dealershipguy.com/p/5-powerful-chatgpt-hacks-car-dealers-are-using-to-supercharge-their-business-insights-2025-09-19

Day 1 of Vision 2025 is in the books – and what a start. From bold keynotes to breakout sessions and networking under the Miami sun, the energy and inspiration were undeniable.  A wave of change: Jeff Softley opens Vision 2025  The day kicked off with a powerful keynote from Jeff Softley, Experian North America CEO, who issued a call to action for the industry: to not just adapt to change, but to lead it.  “It isn’t a ripple – it’s a tidal wave of technology,” Jeff said. “Together we ride this wave with confidence.”  His keynote set the tone for a day centered on innovation and the future of financial services – where technology, insight and trust converge to create lasting impact. Jeff continues this conversation in the latest Experian Exchange episode, where he explores three forces shaping the industry: the rise of AI, the demand for personalized digital experiences and the mission to expand credit access for all.  Turning vision into action: Alex Lintner on agentic AI  Building on Jeff’s message, Alex Lintner, CEO of Experian Software and Technology, took the stage to show how Experian is turning innovation into measurable results. His keynote explored how agentic and advanced AI capabilities are redefining financial services ROI and powering the next generation of the Ascend Platform™.  For a deeper look into how Experian is reshaping the economics of credit and fraud decisioning, read the latest American Banker feature.  Unfiltered insights from “Mr. Wonderful”  The day’s highlight came from Kevin O’Leary, investor, entrepreneur and the always-candid “Mr. Wonderful.” With his trademark wit and honesty, Kevin shared sharp insights on thriving in a disruptive economy, offering candid advice on leadership, risk and opportunity. He even gave attendees a peek behind the Shark Tank curtain, revealing a few surprises and the mindset that drives his bold business decisions.  Breakouts that inspired and informed  The conference floor buzzed with energy as attendees joined breakout sessions on fraud defense, AI-driven personalization, regulatory trends and consumer insights. Sessions highlighted how Experian’s unified value proposition is fueling double-digit growth, how to future-proof credit risk strategies and how data and innovation are redefining customer engagement across the lifecycle.   Hands-on innovation and connection  The Innovation Showcase gave attendees an up-close look at Experian’s latest tools and technologies in action. Meanwhile, friendly competition kept the excitement high through the Vision mobile app leaderboard – with every check-in and connection earning points toward the top spot.  Networking beyond the conference hall walls  As the sun set, Vision 2025 shifted into high gear with unforgettable networking events across Miami – from golf at the Miller Course to art walks, brewery tours and a scenic cruise through Biscayne Bay.   An evening to remember  The day closed with the first-ever Vision Awards Dinner, celebrating standout leaders who are shaping the future of financial services.   Up Next: Day 2  The momentum continues tomorrow as more keynote speakers take the stage. Stay tuned for more insights, innovation, and inspiration from Vision 2025. 

While the dynamics of the electric vehicle (EV) market continue to drive headlines, recent data reveals that although EV registrations remain steady, hybrids are becoming a practical bridge between gas-powered vehicles and EVs. Experian’s Automotive Consumer Trends Report: Q2 2025 found EVs accounted for 9.2% of new retail registrations, down from 10.5% in Q2 2024, and gas-powered vehicles declined from 73.7% to 71.9% year-over-year. Meanwhile, hybrids jumped from 15.8% to 18.9% in the same time frame. Digging a bit deeper, one of the most telling insights from the data was the apparent transition that consumers make when returning to the market for another vehicle purchase. The data shows that as consumers become familiar with alternative fuel types, some “graduate” into more electrified vehicles. For example, nearly 13% of gas-powered vehicle owners replaced their vehicle with a hybrid (10.8% for hybrids and 2.0% for plug-in hybrids [PHEV], respectively). Meanwhile, 52.2 % of hybrid owners returned to the market to purchase another hybrid and 5.0% returned to purchase a PHEV.  Further along in the electrified vehicle funnel, we’re seeing 11.0% of PHEV owners returning to market to purchase a hybrid, while 31.7% returned to purchase another PHEV and 22.2% purchase an EV. Most EV households are not exclusively electric Data in the second quarter of this year found 80% of EV-owning households also have a gas-powered vehicle and 14.9% also own a hybrid, demonstrating that consumers are looking for ways to accommodate their diverse driving needs. While the interest in EVs remains strong, many consumers still rely on more traditional fuel types for various reasons. Though, hybrids are notably becoming a middle ground solution as they offer fuel efficiency without the other concerns that can accompany an EV. As alternative fuel types continue to create a household name in the automotive industry, hybrids are starting to play a notable role in the transition to electrification. Data from this quarter not only shows that consumers are experimenting with alternative fuel types, but they’re also integrating them into multi-vehicle households. With their growing popularity reflects a pragmatic approach to balancing the latest innovation with everyday practicality, hybrids may be the key steppingstone that brings mainstream consumers closer to the electrified space. To learn more about alternative fuel type insights, view the full Automotive Consumer Trends Report: Q2 2025 presentation.