Industry
Automotive
Carmakers, dealers and mobility services, from the brand to the showroom.
A car is a large, infrequent purchase, researched for weeks online and settled in a showroom or on a test drive. Carmakers build the brand and the model while dealers sell, finance and service, so the plan has to work at both levels. Finance offers, prices and claims about performance or the environment usually face specific advertising rules, which differ by country.
What matters when choosing
- A clear split of roles and budgets between the brand, importers and dealers, with shared assets.
- Lead handling from configurator or enquiry to test drive, with follow-up in the channel the customer prefers.
- Launch planning that brings advertising, PR, events and the showroom together.
- Owner communication after the sale: service reminders, recalls and loyalty.
- Checks on finance, price and performance claims before anything runs.
Questions to ask vendors and agencies
- How do national campaigns and dealer activity share leads and results?
- What happens between an online enquiry and a booked test drive?
- How will we stay in touch with owners between one purchase and the next?
Common mistakes
- Dealers and the brand saying different things about the same model and the same offer.
- Measuring only the leads of the launch window, forgetting that most buyers made up their minds long before.
Typical disciplines Advertising (TV, radio, print, cinema) Digital advertising Events and experiential Sponsorship Messaging marketing CRM and loyalty
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