With the continuous development of intelligent technology, the technology of "Internet plus" is also increasingly developed. Therefore, it is necessary to innovate and reform the automobile marketing model in the new era to better adapt to the modern society and thus increase the turnover. The article analyzes the advantages of China's automobile marketing model under the new media environment, analyzes the challenges of the automobile marketing model, and discusses the relevant countermeasures to promote the smooth development of automobile marketing, hoping to make automobile marketing more orderly and create more economic benefits for the development of the automobile industry. Comprehensively analyze the current situation and trend of China's automobile development, reform and innovate China's automobile marketing model, analyze the management, marketing, news communication process and communication phenomenon of automobile sales, and propose countermeasures for automobile marketing under the new media environment, with the purpose of improving the competitiveness of China's automobile sales enterprises.