How Car Ads in Australia Have Evolved Since the 90s

Introduction – A Journey Through Aussie Car Culture in Ads

Car advertising in Australia is a rich tapestry that reflects the nation’s automotive tastes, technological evolution, cultural shifts, and marketing innovation. From the bold TV jingles of the 1990s to the sleek, EV-focused digital campaigns of 2025, car ads have mirrored not just what Aussies drive—but how we live, think, and aspire.

This blog takes you on a nostalgic and analytical drive through time, showing how automotive advertising in Australia has changed over the decades—covering formats, themes, technology, and audience strategies.

1. The 1990s – The Era of Big Engines and Bigger Commercials

TV Was King

In the 90s, TV reigned supreme. Most Australians saw car ads during prime-time footy matches or Saturday morning cartoons. The visuals were often paired with epic soundtracks, macho narration, and rugged outback scenes.

Iconic Campaigns of the Era

• Holden Commodore: “Football, Meat Pies, Kangaroos and Holden Cars” became a national earworm.

• Ford Falcon XR6: Promoted with heavy guitar riffs and aggressive editing—playing up Aussie muscle.

• Toyota HiLux: The indestructibility theme began here, laying the foundation for one of Australia’s most iconic ad taglines.

Themes That Dominated

• Outback Adventure: Most ads showcased 4WDs crashing through rivers or climbing dusty cliffs.

• Toughness and Power: Utes and V8s were marketed with phrases like “Built Tough” and “Unstoppable Force.”

• Family Sedans: Holden Berlina and Ford Fairmont ads used family picnics and highway cruising to emphasize safety and comfort.

2. Early 2000s – From Tough to Tech

Rise of Suburban Lifestyle Marketing

As SUVs and compact sedans became more popular, the rugged appeal of 90s ads began to soften. Now it was about the urban family, the working professional, and weekend getaways.

Advertising Mediums Expanded

• Magazines & Newspapers: High-gloss car features and specs were common in the Saturday Herald Sun or Sydney Morning Herald.

• Billboards & Radio: Continued dominance but now accompanied by more lifestyle messaging.

Shifting Narratives

• Luxury & Comfort: Toyota Camry, Nissan Maxima, and even the locally built Mitsubishi Magna focused on plush interiors and smooth rides.

• Efficiency & Smart Driving: Ads began to mention fuel economy and automatic transmission improvements more frequently.

• Multicultural Representation: Aussie car ads gradually included more diverse families and urban settings.

3. The 2010s – Enter the Digital Age

Online Video and Social Media

The arrival of YouTube and Facebook video marked a shift. OEMs now released short cinematic car commercials online before airing them on TV—often with hashtags and calls to engage.

Viral Car Campaigns

• Volkswagen Polo’s “Small But Mighty” Campaign: A huge hit on YouTube.

• Hyundai i30: Used Facebook ads with tailored messaging for young professionals and first-time buyers.

• Mazda CX-5: Pitched as the SUV for both “family fun” and “weekend thrill-seekers”—a hybrid lifestyle angle.

Key Trends in Messaging

• Tech Features: Bluetooth, touchscreens, and reverse cameras became major ad talking points.

• Eco-Awareness: Diesel and hybrid cars like the Toyota Prius began to show up in Aussie commercials.

• Humour & Satire: Brands like Kia and Suzuki began using humour and quirky storytelling.

4. The 2020s – Electrification and Personalisation

EVs and Hybrids Take Over the Messaging

As climate awareness and government incentives grew, electric and hybrid vehicles moved to the forefront.

• Tesla Model 3/Y: Marketed as futuristic, minimalist, and tech-loaded.

• BYD Atto 3: Emphasised affordability and charging convenience.

• Toyota Corolla Hybrid: Positioned as the reliable, fuel-saving everyday option.

Multi-Platform Marketing

• Instagram and TikTok Reels: Influencers driving or reviewing cars became a key strategy for carmakers.

• AR & VR Showrooms: Brands like Audi and Lexus created virtual test drives.

• Interactive Web Ads: Google AdSense and YouTube ads now featured clickable car tours and live chat with dealers.

Emotional Storytelling

• Hyundai and Subaru ran emotionally charged ads showing cross-country road trips, dogs, and family reunions, focusing more on experience than engine specs.

5. Marketing Themes Over Time – Then vs Now

6. The Role of Car Ads in Shaping Aussie Culture

Car advertising has helped define Aussie identity:

• Holden vs Ford Rivalry: Fuelled by motorsport ads and brand loyalty battles.

• Outback Freedom Messaging: Made SUVs like the Toyota LandCruiser feel essential for any Australian adventure.

• Tradie Culture and Utes: HiLux, Ranger, and D-MAX ads have kept the Aussie ute at the heart of tradie pride.

Car ads not only sold vehicles—they sold lifestyle dreams, family aspirations, and national pride.

7. The Post-2025 Outlook – Where Are Car Ads Heading?

AI and Machine Learning in Car Marketing

• Predictive Ads: AI tools now help carmakers serve personalised ads based on your Google search and YouTube watch history.

• Dynamic Content: Car brands test different headlines, images, and formats for different demographics instantly.

• Voice Assistant Integration: Ads are now being designed for Alexa and Google Assistant platforms.

Sustainability Messaging Will Dominate

Expect more car ads in Australia to highlight:

• Net-zero manufacturing

• Green supply chains

• Second-life EV battery usage

• Recyclable interiors

Localisation Will Matter More

Even global brands are tailoring campaigns to suit the Australian ethos—showing beach roads, outback campsites, and Aussie slang.

8. Lessons from the Evolution of Aussie Car Ads

For Consumers:

• Ads have shifted from raw specs to experience-driven selling.

• A car’s emotional appeal now holds equal weight to its features.

• EVs and hybrid marketing has made car buyers more conscious of sustainability and long-term value.

For Marketers:

• TV-only strategies are obsolete; multi-platform content is vital.

• UGC (user-generated content) and influencer collaborations drive engagement.

• Local relevance, humour, and visual storytelling outperform hard-sell ads.

9. Memorable Australian Car Ads Worth Remembering

Conclusion – More Than Just Ads, They’re Our Automotive Timeline

Car advertising in Australia is a mirror of our social evolution—from rugged masculinity in the 90s to sustainable tech and inclusivity in the 2020s. Whether you were raised on Holden jingles or scroll through EV reviews on TikTok, Aussie car ads have always been more than just sales pitches—they’ve told stories of who we are and where we’re headed.

And as Australia moves towards electrification and connected mobility, you can expect your next car commercial to be part film, part website, part experience—all rolled into one.