Instagram remains a natural home for automotive brands. It's highly visual, community-driven, and built to showcase everything from sleek supercars to DIY rebuilds. But in 2025, the brands leading the platform aren’t just posting flashy photos; they’re leaning into creators to help them do it.
At HypeAuditor, we’ve analyzed the performance of automotive brands across Instagram to identify the 10 fastest-growing accounts of the year. Using proprietary influencer marketing data, we looked beyond follower counts to understand how these brands are engaging audiences, activating creators, and building visibility across global markets.
Here’s what’s standing out in this year’s growth report and what marketers can learn from the brands doing it right.
Influencers are no longer a nice-to-have, they’re essential
What is the biggest common thread among the top-performing automotive brands? A deliberate influencer strategy. Across the board, brands are working closely with creators who have credibility in the automotive community, whether that’s photographers, modders, lifestyle influencers, or passionate owners.
These aren’t always traditional paid partnerships. In many cases, especially for brands like BMW and Volkswagen, it’s about building a platform that fans want to contribute to, not just appear on. And that shift from broadcast to community is what’s fueling stronger, more sustainable growth.
The top-performing auto brands in 2025
Jaguar: leading with visuals, legacy, and performance
Follower growth: +3.5M
Engagement rate: 4.85%
Top markets: United States, United Kingdom, India
Reach: 100M
Jaguar ranked #1 this year by pairing its long-standing luxury image with highly curated, modern content. Its Instagram feed is a blend of high-end photography, cinematic edits, and racing culture, all designed to spark aspiration and engagement.
What sets Jaguar apart is its ability to blend legacy with relevance. While many posts lean into its heritage (classic models, motorsport roots), the brand also creates content around its latest models and electric vehicles, keeping things forward-facing.
Its influencer network reflects this mix: Jaguar partners with niche auto creators and lifestyle personalities who align with both its visual standards and brand values.
Top content formats: Supercar edits, F1 highlights, POV drives, event coverage
BMW: community-powered storytelling with real reach
Follower growth: +2.3M
Engagement rate: 11%
Top markets: United States, Germany, United Kingdom
Reach: 1.6B
BMW’s growth strategy is built around one thing: community. The brand has one of the highest engagement rates in the automotive category, thanks in large part to its content ecosystem, most of which is driven by real drivers, photographers, restorers, and M-series fans.
Its posts range from high-speed Reels to quiet, in-the-wild shots of iconic models. But the common thread is that the content often comes from the audience itself, not just the brand. BMW’s role is more curator than broadcaster, and it’s working.
This approach is especially effective with younger audiences, who are less interested in polished campaigns and more drawn to behind-the-scenes, creator-led content that reflects their own experiences.
Top content formats: Edits of performance models (M3, M5), showroom Reels, test drives, car meetups
Volkswagen: nostalgia, restoration, and creator loyalty
Follower growth: +1M
Engagement rate: 8.4%
Top markets: Germany, United States, Brazil
Reach: 1.2B
Volkswagen isn’t just growing because of new model launches. Its strength on Instagram comes from a loyal and highly engaged creator base. The brand benefits from decades of cultural relevance, and its content reflects that with everything from restoration videos to cosplay to stylized Beetle edits.
What’s most interesting about VW’s strategy is its minimal reliance on formal influencer campaigns. Instead, its content comes from real fans: collectors, modders, and everyday drivers who are proud to show off their cars and stories.
This kind of grassroots brand storytelling isn’t easy to manufacture, which is exactly why it stands out. And the performance backs it up: VW’s audience may be smaller than some rivals, but they’re highly responsive and emotionally invested.
Top content formats: Restoration journeys, car show coverage, fan-generated edits
What sets the top auto brands apart in 2025
Across Jaguar, BMW, and VW, a few consistent themes emerge that other automotive marketers, or even brands in adjacent industries, can learn from:
Strong creator alignment beats broad campaigns. Each brand is working with influencers who genuinely fit their community and product ethos. These aren’t just big names – they’re relevant voices.
User-generated content drives better engagement. From BMW’s community-led feed to VW’s garage tours, brands that create space for fan storytelling tend to build more loyalty and interaction.
Visual quality still matters, but it’s not everything. Jaguar invests heavily in premium visuals, and it pays off. But it’s not the only path to success. Authenticity and community resonance carry equal weight.
Global growth requires local relevance. The top-performing brands each have international reach, but they adapt their approach based on regional culture and car trends.
Final thoughts
The automotive industry has always been competitive, but in 2025, the rules of digital engagement have shifted. The fastest-growing brands on Instagram aren’t winning through product specs or traditional ads alone, but rather by building ecosystems of trust, creativity, and culture.
That’s why this year’s report is more than a ranking. It’s a playbook for any brand looking to strengthen its presence on Instagram, especially in a space where aesthetics and authenticity are equally valued.
Get the full report
Looking for the full top 10 list, engagement data, influencer insights, and brand-by-brand breakdowns? Download the complete report here.
