Rev up your screens and buckle up for a wild ride through the fast lane of TikTok as we unveil the top 10 automotive brands dominating the platform.
In this turbocharged journey, we dissect how these automotive giants effortlessly navigate the TikTok circuit, steering their way into the hearts of millions. From high-octane action to sleek storytelling, discover what鈥檚 under the hood of their creative engines.
The 10 Best Automotive Brands on TikTok
Celebrated for sleek design and powerful performance, Porsche is a luxury car brand known for its iconic sports cars and SUVs. These vehicles embody a perfect fusion of innovation and driving pleasure across the globe.
What they did
Creator content makes up a large portion of the Porsche TikTok strategy. A quick scroll through their feed and you鈥檒l find some from the cuddliest duo on TikTok, Andrea & Paquito. You鈥檒l also find everyone鈥檚 favorite car enthusiast, , debunking some rather unpopular Porsche 911 myths, particularly how the car costs just 鈥渙ne kidney鈥� and how its customizable stickers 鈥渉elp you spot your kids in traffic鈥�.
Their best collab, though, came with TikTok鈥檚 drippiest grandpa. In two videos, Jaadie鈥檚 grandpa styles out in an . In the other, our cool grandpa is including MSCHF鈥檚 Big Red Boots.
Why it worked
With so many creators appearing across the Porsche TikTok channel, it鈥檚 imperative that each creator aligns with the brand’s ethos for luxury and style. Partnering with TikTok鈥檚 coolest grandpa, who’s known for some pretty serious style, shows how Porsche is in tune with which creators are 鈥渋t鈥� right now, and they know when a creator is the right fit for their brand.
While style is a big part of what they stand for, Porsche understands that this is TikTok, and its important to not take things too seriously in-app. Collaborations with PushingPistons, and featuring our furry friends on the TikTok feed adds a great balance to the brand鈥檚 strategy.
Born in Italy, these raging bulls signify a relentless pursuit of performance and design excellence, captivating enthusiasts worldwide with their flamboyant supercars and unmistakable roar. Lamborghini oozes automotive opulence, unleashing unparalleled power and style.
What they did
It’s safe to say that Lamborghini is in an elite club. In fact, Lamborghini is one of very few brands that choose not to run ads. 鈥淭he motivation behind why we don’t see Lamborghini television commercials is that customers who can bear the cost of them don’t sit the entire day sitting in front of the TV.鈥� as their CEO once put it.
With Lamborghini, it’s the best of the best, and they鈥檝e got the TikTok strategy to boot. We鈥檙e talking stunning, high quality video footage capturing the opulence of these fascinating machines. You can feel the roar of the engine in every upload. Lamborghini takes its viewers across the world, racing through the desert and
Why it worked
Luxury brands benefit from the exclusivity of their products, and Lamborghini is right up there with the most prestigious of brands. The brand鈥檚 TikTok strategy is all about reflecting performance, design, and unparalleled power and style. The brand has amassed over 3.6M followers, and yet follows no one – a true hallmark of prestige.
With a rich heritage, innovative technology, and a commitment to sophistication, Mercedes-Benz continues to redefine driving excellence and elegance globally. Defined as the pinnacle of German engineering, the brand stands as an automotive paragon
What they did
Mercedes-Benz gets TikTok. They鈥檙e blending together TikTok carousels, using terms like 鈥淧OV鈥�, all whilst staying true to the brand鈥檚 sophisticated driving excellence.
In one video, they鈥檙e writing captions like and then in another they鈥檙e detailing the that goes into making their elegant vehicles.
Why it worked
Credit to Mercedes-Benz, they did their research and found formulas that work on TikTok, and that fit with their brand. TikTok is a place where audiences love to see things dissected or being pieced together in a way that is satisfying for the viewer. The brand tapped into the 鈥渟atisfaction鈥� trend with its perfect craftsmanship content, and ASMR style videos.
Mercedes-Benz then adds a more human touch to give their followers a chance to relate to the content, enabling them to see things from the Mercedes-Benz point of view.
Known as the Bavarian driving force, BMW symbolizes a blend of precision, performance, and sheer driving pleasure. From iconic designs to cutting-edge technology, The brand consistently redefines automotive sophistication, setting the standard for exhilarating driving experiences and innovation worldwide.
What they did
BMW puts creators in the driving seat. On the feed we鈥檝e got lifestylers and fashion influencers like We鈥檝e Sarah Gordon giving us her . And, there鈥檚 Becca Taylor taking on the popular top 5 ranking filter that鈥檚 been trending on TikTok as of late.聽
Outside of its creator-led content, BMW is very much the star of the show. Much like you鈥檇 find on a popular creators channel, you鈥檒l find BMW using trending sounds and quirky transitions that would give even the best TikTokers a run for their money.聽
Why it worked
BMW blends together all the elements that drive success on #CarTok. The brand are ranking in hundreds of thousands, if not millions of views with every upload. People are here for their stylish content that shows off the brand鈥檚 cutting-edge technology. But why they stick around, is for the personable content featuring popular creators. Like this video of Ledor鈥檚 Cars telling his girlfriend he鈥檚 on his way home, when in fact he鈥檚. It’s funny, it鈥檚 relatable, and it incorporates the BMW brand.
MINI, the embodiment of quirky charisma, encapsulates driving fun with British flair. Renowned for compact, stylish cars, MINI radiates personality, proving that big adventures can come in small, spirited packages.
What they did
One thing we鈥檝e noticed whilst scrolling through the accounts of these car brands, is that a lot of comments are people asking for a free car. Right off the bat we were hooked by MINI鈥檚 TikTok channel, with : 鈥渉ow life feels when no one asks for a free MINI in the comments.鈥�. Of course, there were commenters asking for a free car, but it’s the brand鈥檚 quintessentially British, almost blunt in a way, responses to these comments: 鈥淚f only it was that easy, Robert.鈥�
There鈥檚 been a recent trend on TikTok of creators putting on which turns out to be the most unbearable sounds known to man. The team over at Mini thought it would be good to as well as the
Why it worked
Mini鈥檚 TikTok strategy is magnificent. Their use of trends, and understanding of meme culture on TikTok is a winning combination that has helped the brand gather over 1.1M followers. The brand is great at seeing the funny side of things, like how it joked about the kind of after Universal removed its music catalog. Audiences on TikTok cannot get enough for this style of content, it鈥檚 great at driving engagement and winning over new audiences that may not be familiar with the brand.
This South Korean automotive trailblazer is rewriting the narrative of reliability and innovation. With a commitment to accessible excellence, Hyundai combines cutting-edge technology and sleek design, ushering in a new era of driving satisfaction worldwide.
What they did
Opening up Hyundai鈥檚 TikTok feels like you鈥檝e fast-forwarded a couple of decades. In a , we鈥檙e shown the cutting-edge technology in the car’s interior, but it feels more like you鈥檝e been cast into the Bladerunner universe. It鈥檚 giving futuristic and we鈥檙e here for it.
Hyundai is dedicated to continually advancing mobility solutions for a sustainable and empowered tomorrow. They invited their audience 鈥嬧�媡o experience that mindset and immerse themselves in a captivating landscape where fantasy and future merged together. How is this possible, you ask? They built a
鈥淭he Hyundai Future Adventure is an exhilarating and immersive experience where participants can interact and compete on six different maps,鈥� the brand wrote on TikTok.
鈥淓ach one revolves around a future mobility theme that we are advancing today, including HTWO hydrogen, robotics, IONIQ and AAM (advanced air mobility).鈥�
Why it worked
Roblox is becoming something of a potent marketing tool for many brands in different industries. The one commonality is that this platform, video game or metaverse, is helping brands connect with younger audiences. Deploying these Roblox worlds and using TikTok to raise awareness proves to be a successful formula, with commenters expressing their affection for the campaign: 鈥渙k this might be the best ad game on roblox to be honest.鈥�
Hyundai鈥檚 audience are being treated to some truly spectacular creations, like this built from recycled bricks and powered by IONIQ’s V2L. They even ran a whole series of the holiday season, documenting a
Hyundai鈥檚 TikTok strategy blends futuristic development with creative excellency, and people can鈥檛 get enough.
Renowned for crafting exquisite grand tourers and sedans, Bentley seamlessly marries handcrafted elegance with cutting-edge technology, creating an unparalleled automotive symphony of power and prestige. Bentley is a true hallmark of British luxury.
What they did
The brands that do well on TikTok are the ones that have an ear to the ground. They keep up with trends, and have an eye on which creators are having their moment. So when Sabrina Bahsoon, or Tube Girl, rose to fame last year and started to show up for high-end brands, Bentley seized the opportunity. 鈥淭he tube isn鈥檛 the only way to travel around London鈥� is how they signed off this
To show off its newest Bentayga model, Bentley brought in a car enthusiast with over 3.7M TikTok followers, Sonny G Cars. In this we get to see every luxurious curve the car has to offer, listening to the press of every button, and the creak of the leather interior.
Why it worked
Much like Lamborghini, Bentley finds itself among the elite. Its TikTok strategy is designed to reflect this. Every shot is designed with Bentley at the focal point, positioning the brand as glamorous at every opportunity. Even the brands influencer partnerships reflect this too, enlisting the queen of slaying herself, Tube Girl. The Bentley audience, 1.2M strong, has grown an exquisite taste for the finer things in life, and the brand鈥檚 TikTok is there to quench it.
Synthesizing a rich tapestry of reliability and avant-garde innovation, Toyota redefines the road ahead, fusing eco-conscious technologies with an enduring commitment to driving excellence and style.
What they did
Toyota prides itself on conquering all terrains, so it’s only right that the brand鈥檚 TikTok strategy has a little something for all car lovers.
Classic sports car fans are treated to some throwback content, like reminding us what a beauty the 1993 Toyota Supra was, or how the lives rent free in Toyota fans鈥� heads. Elsewhere we鈥檝e got Toyota鈥檚 putting the viewer so close to the action that they can feel the terrain being thrown aloft.
Why it worked
Toyota鈥檚 content isn鈥檛 oozing luxury like many other car brands on TikTok. They do the basics well, and have built a loyal customer base, who have a pretty good positive sentiment for the brand. Toyota can pride itself on being there for its customers. The brand is always active in the comments section, something that a lot of brands often overlook. Real-time feedback and audience engagement is something Toyota has going for it on TikTok. They鈥檙e cultivating a following, like any good creator should do.
Melding precision craftsmanship with cutting-edge innovation, Lexus delivers an unparalleled driving experience, where elegance meets performance in every curve.
What they did
is the trend we wished we knew about sooner. This trend shows us how obsessed lexus customers, or Lexus Girls, are with their cars. Lexus brought this to life by partnering with artist, ahead of Miami Art and Design Week, giving her a sunset-wrapped Lexus to travel around in style. In the video we see another example of an influencer styling their outfits to match with the car, seems to be a popular theme on #CarTok.
Edits are a big part of the Lexus language on TikTok, too. Ahead of Valentine鈥檚 Day the brand droppedfeaturing a bright red Lexus LFA getting a quick touch up before its big date, topped off with a POV caption to humanize the post.
Why it worked
Lexus are putting together all the elements that make a great TikTok strategy on the automotive side of the platform. They鈥檙e on top of cultural moments, they understand who their audience is, and how they can reach them. Lexus understands the importance of humanizing its brand, and how giving an audience a presence to relate to can foster a stronger sense of brand loyalty.
Lotus is a renowned British automotive icon that epitomizes precision and performance. Famed for crafting lightweight, agile sports cars, Lotus has left an indelible mark on the auto industry, delivering unparalleled driving experiences with unmatched elegance.
What they did
The Lotus lore on TikTok is somewhat bittersweet. Last year, the brand was raking in tens of millions of views across its content. But it wasn鈥檛 the premium cars people were tuning in for, it was the page admins.
Lotus went through a phase of posting – videos that feature a series of editing techniques and transitions with a trending sound playing. People grew to love this But to the dismay of many, Lotus decided to part ways with its revered admin. In fact, Lotus still receives comments like 鈥渂ring him back,鈥� and 鈥渨e miss you bro鈥� today.
Nevertheless, the world keeps turning, and Lotus has moved into a new era. Slick edits featuring Lotus cars and trending audio tracks are the bread and butter of Lotus鈥� TikTok strategy, and the tone of voice has tried to keep some of the same fragrance.
Why it worked
Meme culture is huge on TikTok. Trending sounds and templates are huge drives of the content that appears in the app鈥檚 main feed. Lotus, and its former admin, was very much intune with this subculture, it鈥檚 the sole reason why so many people were tuning in.
Lotus has shifted its narrative a little, to steer away from random meme posts and focus more on high quality visuals that encapsulate the prestige of its cars. Not everyone is a fan of the new strategy it seems, with commenters demanding for the return of the old admin.
Lotus seemed to have cracked the TikTok code a year ago, and now it seems to not know where its identity lies. Perhaps Lotus should bring him back.
Concluding thoughts
So we鈥檝e brought to you the creme de la creme of automotive excellence on TikTok. But what are the key takeaways, and what are the elements of success that brands should be paying attention to?
Humanize your content
Audiences on TikTok want something to relate to. Where possible, we鈥檙e seeing automotive brands humanize their brands to offer a more personalized experience. POV captioned videos, outfit matches, and relevant content creators being brought in are all helping to inject life into these otherwise insentient machines.
Don鈥檛 take yourself too seriously
Even on #CarTok brands can鈥檛 afford to take themselves too seriously. For some brands, tapping into meme culture works better than it does for others. For example, you won鈥檛 see Lamborghini posting anything like MINI does, anytime soon. But even brands as prestigious as Bentley crack a smile every now and then.
You can鈥檛 escape Roblox
Roblox is everywhere, and brands can鈥檛 seem to turn away from building 3D virtual spaces within it.
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