When people think of automotive design, they often imagine aerodynamics, engineering, or performance. But in the experiential marketing space, design is about creating meaningful, human-centred experiences that connect people with brands on a deeper level.
At Imagination, we’ve partnered with some of the world’s most iconic automotive brands – including Ford, Nissan and Porsche – to design live experiences that spark emotional connection, build brand advocacy, and influence one of the most significant purchase decisions a consumer will ever make: buying a car.
This article explores the core principles of automotive experience design, from emotional storytelling and lifestyle-driven activations to data-driven personalisation and multi-sensory immersion.
How to design for connection
Deep audience connection
Great automotive activations go beyond showcasing a product – they create a deep, lasting bond with the customer.
Outside of buying a home, signing the papers for a new vehicle is one of the most significant purchase decisions a consumer will make. And like a home, it’s far more nuanced than choosing between two types of cereal. Cars are reflections of who we are, what we value and how we want to be seen.
The best automotive experiences tap into consumer passions, showing that a vehicle satisfies practical needs as well as emotional and psychological ones.
The psychology of experience
Breakthrough experiences go beyond function to connect with higher-level emotional drivers. Using Maslow’s famous Hierarchy of Needs as a guide, the most effective experiences move past safety and utility to focus on relationships, self-expression, and aspiration.
It’s why hundreds of Raptor owners choose to gather in the desert with fellow off-road enthusiasts, or why exclusive “Whispers” events resonate with highly selective Rolls-Royce buyers. These experiences deliver a sense of both community and identity.
It’s also why we unveiled the all-new Nissan Leaf with a campaign focused on spreading positive energy – intentionally breaking from the expected EV reveal format to create a launch experience grounded in joy and human connection.
Core principles for designing live automotive experiences
Leaning into lifestyle
Vehicle purchase decisions are about more than just features. Great experiences help consumers dream about the best version of themselves, enabled by their vehicle.
Sociologist René Girard called this phenomenon “Mimetic Desire”. We don’t just want things; we want to be like the people who have them, becoming more adventurous, social, or thrill-seeking.
Audience insights
To help their engineers better understand how a pregnant driver would feel in their vehicles, Ford had them wear an “Empathy Belly” – a vivid reminder that seeing through your audience’s eyes is critical.
Who is your audience? What excites them? What worries them? What dreams do they hold? The best experiences show that you understand their life and aspirations, creating connection and trust.
Direct product experience
It may seem obvious, but in a content-saturated world, the value of hands-on experiences cannot be overstated.
From our work in auto shows:
- 0%
- of attendees say the visit confirmed their brand of choice or added a new brand to their consideration set
- 0%
- of buyers report that test drives directly influenced their purchase decision (Source: Foresight Research)
Outside dealerships, few opportunities exist for audiences to see, touch, and drive a vehicle. Automotive activations let consumers imagine life with their dream car and step into that reality, even if just for a moment. We’ve seen firsthand the joy on faces when someone takes the wheel for the first time. Moments like these stick.
Multi-sensory immersion
The most memorable experiences engage all the senses. Our memories aren’t just visual – sound, touch, taste, and even smell leave a lasting mark. (In fact, luxury brands like Lincoln are allowing today’s modern auto buyers to customise how they want their vehicle to smell.)
Well-designed live activations take audiences on multi-sensory journeys, turning fleeting moments into memories that stay with them long after an event ends.
The future is now: What’s coming next
AI-driven personalisation
Vehicles of tomorrow will adapt to driver preferences in real-time. Today, experiential teams can tap into the power of data to personalise activations, creating bespoke brand touchpoints that feel tailor-made for every individual.
Borderless brand experiences
Modern vehicles exist in both physical and digital worlds, capable of seamless over-the-air updates. Brand activations are following suit, blending live and digital experiences to engage audiences online and IRL.
Your partner in experiential excellence
At Imagination, we turn complex automotive stories into experiences that resonate. From immersive Ford activations to Porsche lifestyle showcases, our team combines experiential knowledge, creative strategy, and design principles to craft events that influence decisions and make lasting memories.
We’re not just a design agency – we’re deeply familiar with engaging audiences across the automotive ecosystem, and experts at applying these best practices to other sectors too.
Let’s design your next unforgettable automotive activation, together.
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