Financing is one of the most important parts of buying a car, but shoppers often wait until they’re close to making a purchase to consider what fits their budget. A new campaign from Navy Federal Credit Union aims to encourage car buyers to understand their full financial picture ahead of the purchase.
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From early research to setting a realistic budget, Navy Federal’s Mission Assist: Auto raises awareness of financing tools and resources to help prepare members before they shop, better understand their financing options and head to the dealership with greater confidence. This includes existing support available from the credit union, such as offering 90-day preapprovals, auto loan calculators, rates information, military discounts and more.
“It’s natural to be excited about a car’s model, features and test drive, but the financial decisions deserve just as much attention,” said Pam Piligian, chief marketing officer at Navy Federal. “Mission Assist: Auto brings our tools and expertise together to help members think through those decisions earlier, so they feel more prepared and confident.”
At the center of the campaign is Mission Assistant, Navy Federal’s new globe-shaped brand character inspired by the credit union’s logo. An extension of “Our Members Are the Mission®,” the character organizes and brings Navy Federal’s financial guidance to life for military members, Veterans and their families.
With a playful take on familiar car-buying moments, Mission Assistant follows a range of relatable car-buying scenarios—reinforcing the importance of practical steps to maximize preparedness like estimating a monthly payment and seeking preapproval before arriving at the dealership.
Mission Assist: Auto marks the first work to come out of Navy Federal’s partnership with Doner, which was named the credit union’s agency of record in July 2026. The campaign goes live November 1 and will appear nationally across TV, radio, social media, online video and other owned channels, as well as Navy Federal branch locations.
“Financial decisions can feel overwhelming, and the industry doesn’t always make it easy for people to know where to start,” said Craig Conrad, president and chief operating officer at Doner. “Mission Assist: Auto gives Navy Federal a distinctive way to change that, using a character with a clear purpose to make financial guidance feel more human and accessible.”
View the media kit for campaign creative and the story behind the Mission Assistant.
Navy Federal Credit Union: Established in 1933 with only seven members, Navy Federal now has the distinct honor of serving more than 15 million members globally and is the world’s largest credit union. As a member-owned and not-for-profit organization, Navy Federal always puts the financial needs of its members first. Membership is open to all Department of Defense and Coast Guard Active Duty, Veterans, civilian and contractor personnel, and their families. Navy Federal employs a workforce of over 25,000 and has a global network of more than 390 branches. Navy Federal is contracted to operate the Department of Defense Community Bank program, which provides Active Duty military deployed overseas to access 60 branches spread across 11 countries. For more information about Navy Federal Credit Union, visit navyfederal.org.
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