Navy Federal takes car-buying advice to the dealership.
The $204 billion credit union is launching a national campaign to get members thinking about financing before they start shopping.
Navy Federal Credit Union is trying to move one of the biggest decisions in buying a car — how to pay for it — closer to the beginning of the process.
The Vienna, Virginia-based credit union will launch a national campaign Nov. 1 aimed at getting members to consider their budgets and financing options before arriving at a dealership. The effort, called Mission Assist: Auto, brings attention to tools Navy Federal already offers, including 90-day preapprovals, loan calculators, rate information and military discounts.
The campaign comes as Navy Federal remains a major force in auto lending. As of Sept. 30, the credit union held $14.4 billion in new-vehicle loans and $18.8 billion in used-vehicle loans, according to NCUA call report data released this week.
Navy Federal reported $204.3 billion in assets and 15.7 million members as of Sept. 30. It earned $1.4 billion through the first nine months of the year, compared with $1.5 billion during the same period a year earlier.
“It’s natural to be excited about a car’s model, features and test drive, but the financial decisions deserve just as much attention,” Pam Piligian, Navy Federal’s chief marketing officer, said in a statement. “Mission Assist: Auto brings our tools and expertise together to help members think through those decisions earlier, so they feel more prepared and confident.”
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The campaign centers on Mission Assistant, a new globe-shaped character inspired by the credit union’s logo and its “Our Members Are the Mission” brand message. The character appears in a series of car-buying scenarios designed to make practical steps — such as estimating a monthly payment and securing preapproval — more familiar to shoppers.
The campaign will run nationally across television, radio, social media, online video and other Navy Federal channels. It also will appear in the credit union’s branches.
The effort is the first work to emerge from Navy Federal’s partnership with advertising agency Doner, which was named its agency of record in July 2026.
“Financial decisions can feel overwhelming, and the industry doesn’t always make it easy for people to know where to start,” said Craig Conrad, Doner’s president and chief operating officer. “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.”
“It’s natural to be excited about a car’s model, features and test drive, but the financial decisions deserve just as much attention.”
Pam Piligian
Chief Marketing Officer
Navy Federal Credit Union
Ken McCarthy is manager of marketing communications at Tyfone, where he monitors the credit union industry and contributes to conversations shaping its future. He previously covered credit unions and community banking for American Banker and S&P Global Market Intelligence. He holds a journalism degree from Point Park University and has more than 15 years of experience covering financial services. He is also the author of three literary fiction novels.
