The urban way of life has led to high demand for speed and simplicity of high-tech users, in every segment of everyday services, as well as in transport. Marketing is presented in the role of an intermediary between manufacturers, companies in the automotive industry, and consumers, individuals who use motor vehicles in everyday life. Due to the specifics of this industry, the question arises as to how in conditions that are relatively limited to be better than the competition, to stand out and win the hearts of consumers. Also, there is uncertainty in defining the strategy of communication with consumers and ways of communication in a state of crisis. This paper analyzes marketing activities focused on the promotion of the automotive industry, elements of public relations as the most important segment of marketing in crisis communication, and answers the question of whether the loyalty of a car brand is solely the result of marketing activities. Apart from the professional literature, the paper also supports the analysis of research in which the attitudes of individuals about the market activities of the automotive industry and the attitudes of the public are related to the causes of loyalty to a particular manufacturer. The topic of crisis communication will be analyzed through the example of the Dieselgate crisis.