In automotive, video does not sell the car: it sells the visit to the dealership. French buyers research for weeks before setting foot in one, and what they see in that period decides where they go.

What buyers check before visiting

  • The boot with real things in it. A suitcase, a pushchair, the shopping. The spec sheet says litres; the video says whether it fits.
  • The back seat with someone sitting in front. The concrete doubt of any family, which almost no brand shows.
  • Real consumption on a specific route. With the number at the end.
  • City parking. In old town centres this is a major objection: how the car fits a narrow space, how it passes through a carriage entrance.
  • The cost of use. Servicing, insurance, and for electric vehicles, day to day charging. It has become the first question and the least well handled.

The data you do not improvise

This is the most sensitive point in the category in France.

Consumption, emissions and range figures are regulated, and automotive advertising must carry certain statements depending on the medium. In addition, a creator who states an inaccurate range or charging time exposes the advertiser.

Put the authorised official figures, the acceptable formulations and the list of what must not be said in the brief. A well briefed creator does not stray; a creator left free improvises.

Which creators to hire

The one who resembles your buyer, not the one who makes spectacular reviews.

A father testing a people carrier converts families. A tradesperson testing a van converts tradespeople. The technical review with drone footage impresses and sells less.

For used cars and multi brand dealerships, the local creator works especially well.

The format that fills the dealership

The most effective is not the review: it is the dealership walkthrough. Someone showing how to get there, how they were received, what they asked and what they were told.

The French calendar

The peaks are the last days of each month, the September return, and the periods when purchase incentives are announced, which move volume immediately.

Where to go next

In automotive, video sells the visit, not the car. Our complete UGC guide for brands explains the rest of the process.