Life without a car is unimaginable nowadays. The history of the car teaches us that the car changed today's society, apart from always being a status symbol, it gave man freedom and mobile independence. Innovations in the field of the auto industry had a direct impact on the global economy. The aim of this paper is to show how the automotive industry and marketing are connected, and how marketing is important in the decision to buy, in this particular case, e. car. In the first part of the work, the history of the development of the auto industry from the very beginning, i.e. from carriages to what cars are today, is described, and the most important innovations that later had an impact on all industries and the economy are also described. The transition from carriage to electric is also shown. cars, and the electrical industry is shown. of cars in Croatia and data on how much electric cars sold in Croatia. In the second part of the paper, the specifics of marketing in the auto industry are shown, what motivates the customer to buy a car, the specifics of market segmentation are also shown using examples of demographic, geographic and psychosocial characteristics, and future trends in the field of auto industry marketing are described. In the final part of the paper, empirical research conducted on the basis of 465 respondents attempted to find out what the consumer's awareness of electricity is. cars and whether marketing is one of the factors that can lead them to buy el. car.