The study explores the technological innovations in automotive sector and its impact on customer perception, preferences and brand values focusing on the Kerala market. The research combines primary data with secondary sources; and the data collected from 345 automotive consumers and industry professionals through structured online surveys and purposive sampling. Key findings reveal a demographic majority within the 25-35 age range, predominantly male. Findings revealed that digital technologies profoundly influence automotive marketing; digital advertising and social media campaigns significantly enhancing brand awareness and perception among customers. The integration of digital features in cars influences purchase decisions. The insights emphasize the need for car manufacturers and marketers to adapt and innovate, focusing on digital safety, connectivity, and customer-centric approaches.