Currently，the automotive industry has ushered in a new marketing business model，influenced by multiple variables such as technological advances，consumer changes，sales channel changes and generational turnover. Changes in the new sales model，sales channels and marketing tools in the automotive industry mean that the industry’s marketing talents need to make a series of adjustments in their abilities and qualities to adapt to new changes. In this context，this article takes new marketing talents in the automotive industry as the research object，focuses on analyzing the development status of the new automotive marketing leaders and middle and grassroots talents，and explores the new development requirements for automotive marketing talents in the new automotive marketing industry.