Social media, as a marketing tool, has been identified as a key form of marketing in the automotive industry with great future potential. The researcher will investigate the influence that social media, as a marketing tool, has on the automotive industry at car dealership, ABC Germiston. It is important to establish the factors that need to be taken into account for this form of marketing to be successful. It is also vital to determine the impact this form of marketing will have on the automotive industry. After the completion of the interviews being conducted, it has been established that social media as a marketing tool has a positive influence on the automotive industry with great potential in the future.