We consider a Higgs mechanism in scale-invariant theories of gravitation. It is shown that in spontaneous symmetry breakdown of scale invariance, gauge symmetries are also broken spontaneously even without the Higgs potential if the corresponding charged scalar fields couple to a scalar curvature in a non-minimal way. In this gravity-inspired new Higgs mechanism, the non-minimal coupling term, which is scale-invariant, plays a critical role. Various generalizations of this mechanism are possible and particularly the generalizations to non-abelian gauge groups and a scalar field with multi-components are presented in some detail. Moreover, we apply our finding to a scale-invariant extension of the standard model (SM) and calculate radiative corrections. In particular, we elucidate the coupling between the dilaton and the Higgs particle and show that the dilaton mass takes a value around the GeV scale owing to quantum effects even if the dilaton is massless at the classical level.