Auto Brands on Bilibili Targeting Gen Z

According to a report from Deloitte, it is estimated that there are 40 million Gen Zers planning to purchase cars in the future 5 years. Besides, Bilibili’s Q3 financial report also shows a growing trend of automobile content. The related video views in Q3 increased by 200% YoY.


How can auto brands reach Gen-Z through Bilibili?


✅ Try to speak Bilibili’s language

In Oct, BMW published a sincere short film "Amazing horse”, introducing BMW's 100-year history and the brand concept, and in Bilibili style. The video received over 53k views.


✅ Collaborate with animation/comic IP

Audi worked with a popular domestic animation INCARNATION on Bilibili. In the last episode of the first season, the main actor drove the Audi AI:Trail Quattro concept car all the way through the wilderness for 4 minutes.


✅ Understand Gen Z culture

XPeng, a domestic EV brand, not only produced a rap video but also live stream for 24 hours to show the long-lasting battery life.


✅ Work with influencers

Ford cooperated with 9 influencers from different fields to produce videos with Ford's "environmental friendly" vision in a fancy way. The campaign received over 28 million exposure.


BMW's "Amazing horse" short film on Bilibili
BMW's "Amazing horse" short film on Bilibili