The aim of the article is finding out of different clients` specific behavior on the global car market, trends and influence methods. Theoretical and methodical basis have become such general scientific methods as system analysis, synthesis, induction, deduction, sociological researches and comparison. Automotive market is a significant part of global commodity market as well as Ukrainian. Car market is one of the most competitive markets, that is why all marketing innovations are to be implemented here. Globalization, natural resources limitation and its cost increase, digitalization, and enforced competition as well as states’ influence are features of the modern global car industry. The features of customer`s desires in different geographic regions of the world have been studied in the article. The difference in customer`s values that depends on country’s economy development has been determined. Car producers have to pay attention to customer`s desires while developing marketing strategies and complexes. Nowadays, new era of new customer`s generation is coming, new generation does not think that car is a thing of status or image, therefore sales volume to such customers are decreasing in developed countries. The basic changes in customer`s behavior under active usage of marketing activity within Internet conditions have been determined. The behavior of young cars` customers, so called “Millenium” generation, as well as their priorities and values have been researched in the article. Scientific innovations lay in the definition of clients` behavior features on the global car market and in the different parts of the world, as well as trends and influence methods on car market have been found out. Practical application. All findings could be used by car producers in their marketing. Further prospective researches lay in the development of methodicallybased approaches to determination of communicative policy of cars producers.