The untapped fans that auto/moto brands need to know about.

At Poppins, we’ve been undertaking work to help us deeply understand fandom, particularly in the automotive industry. Shifting consumer habits and industry changes mean our clients are looking to us not just for ideas, but for entirely new ways of thinking. In today’s media landscape, we understand that fans are driving brands forward, not existing customers. On average, only 27% of drivers would buy the same brand twice (GWI). The automotive players that are winning are those focusing their efforts on future audiences who influence purchases, not a declining loyal customer base.

So how do you find new audiences to generate strong and effective fandom?

To find ‘new’, you need to look further. New fans don’t live in your orbit currently, but you can pull them closer, if you know how to speak their language.

Our research was undertaken using follower data from a group of leading automotive Instagram and TikTok handles. We measured follower indexes; the likelihood being that followers also follow specific accounts that reveal their wider interests.

First off, there were obvious communities, such as F1 fans, that were very likely to be interested in the automotive brands we studied. They were 14x more likely than average to follow F1. A rich community, but a competitive one. With F1 making its way into Hollywood and sim arcades, this audience is only getting more saturated.

Speaking of F1 Arcade, gaming profiles also indexed highly. Followers of our automotive brands were 14x more likely to be interested in sim racing specifically. This is a primed audience, but again, not a new one; still potentially fruitful, but not a reach for most auto brands.

The real opportunity could be found when we set our sights further. House, trance and techno music lovers over indexed by 3x. We spotted a link between sim racing and electronic music rooted in the driving games of the late ’90s, like the original Gran Turismo and Initial D. Their original soundtracks—heavily influenced by breakbeat and house—sparked a lasting connection between automotive culture and these music genres. Through social listening, we explored vibrant new communities emerging from this legacy.

A thriving sub-genre and corresponding community that stood out was Rally House. Existing through YouTube music playlists, this new genre amassed millions of views. An evolution of previous auto-inspired YouTube genres like Drift Phonk: hip hop taken from 90s Japanese drifting culture. Easily targetable through Google Ads, or by making use of audio in creative campaigns, there are some very actionable routes that can appeal to this audience.

Outside of music, more opportunities start to present themselves. Clothing brands like Hypebeast and Supreme over index by 4x, suggesting auto communities also stay on the pulse when it comes to streetwear. Good to know, but to uncover new communities, we need to dig a little deeper.

Racing jackets have become an increasingly popular fashion item, throwing back to NASCAR liveries, they peaked in popularity in the winter of 2024, but Google Trends data suggests the style will peak again, unsurprisingly, during the colder months this year. This trend is a way for new audiences to discover brands, their classic liveries and sponsors, and simultaneously bring automotive brands into the wardrobe that would never have been present before.

Collaborations are a great way to reach emerging fashion communities, and the brand will tend to define which communities you can reach. Luxury automotive and supercar brands are seen most in quiet luxury trends, while American badges appear more in Westerncore circles. The constantly evolving nature of style trends make these primed audiences, especially in younger age groups, where fashion is less set and more fluid.

So, how do you go about engaging these communities and turning them into fans of your brand? Well, you need to speak their language. As our VP Creative, Dan Sheratt puts it, "the job of creativity is to make your audience feel like you're speaking directly to them.” This comes from behavioural research, a deep understanding of where they hang out, and why, so you can join the conversation authentically. This is the first step towards creative campaigns that flex your brand to meet audience expectations.

Want help with unlocking new fans for your brand?  Drop us a line at at hello@poppins.agency or better yet, pop into the House of Poppins in Marylebone. We’d love to talk.