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The automobile industry continued to change at a greater pace than ever before. As consumers' expectations evolved and technology improved to fill the gaps, automakers felt compelled to rethink how they could design, manufacture, and sell vehicles to the liking of the customers. However, despite the tremendous amount of disruption across the global market, innovation in the auto industry remained rooted in its age-old guiding principles of safety, efficiency and convenience. These three aspects largely defined how technology shaped the future of the automobile industry and enabled car makers deliver on their brand promise. At the same time, businesses used endless combination of efforts ranging from digital measures via email marketing, search engines, paid search, social media marketing, to more traditional mediums, such as radio, print, television commercials, and display ads to establish a vital connection with their target customers. Brands developed various digital strategies to target new customers and retain existing customers. However, with changing customer preferences, rising market competition, and other disruptions in the market, apprehensions remained as to whether the influence of digital technology could facilitate progress of the Indian automobile industry.