Want to cut through the noise and truly connect with car dealers? Here’s how to market in a way that sticks.
Marketing to automotive retailers isn’t quite like marketing to anyone else.
If you’re an automotive supplier, tech provider or aftermarket business selling into dealerships, you’ll already know this world comes with its own set of challenges.
Retailers are time-poor, naturally sceptical and bombarded with sales messages every day. So, how do you cut through?
How do you stand out — and spark the kind of conversations that actually go somewhere?
Before you start thinking about messaging or channels, it’s worth taking a moment to really understand your audience. Not just in theory — but practically.
Dealers are under pressure from all angles right now. Whether you’re talking to a franchise group, an independent used car retailer or a service centre, there are some common themes:
If your messaging doesn’t reflect this reality, you’ll lose them before you’ve even started.
The best supplier marketing starts by showing dealers that you get it.
One of the biggest mistakes suppliers can make? Leading with what they do, not what they solve.
Dealers don’t want to hear about your product’s clever features — they want to know what difference it makes to their business.
Will it save them time? Boost margins? Help them deal with audit stress or EV stock management?
Let’s take a common example:
Too vague:
“We can help you sell more cars.”
More effective:
“Dealerships using our platform increased their average stock turn rate by 17%, generating an extra £120,000 per quarter.”
It’s specific, relevant and speaks their language. That’s what lands.
Automotive retail comes with its own shorthand.
Stock turn, days-in-stock, profit per unit, audit risk — these aren’t buzzwords, they’re the reality dealers deal with every day.
Using the right language builds credibility fast.
And it works both ways — vague phrases like “streamline operations” or “enhance efficiency” might sound polished, but they won’t connect in the same way as something grounded in day-to-day dealer life.
The same goes for tone. Don’t talk at your audience. Show empathy. Acknowledge their frustrations. For example:
Too generic:
“Our innovative platform simplifies your business.”
Stronger and more human:
“We know vehicle stock checks can be frustrating, time-consuming and prone to error — our app will help you complete them accurately in hours, not weeks.”
Dealers trust other dealers more than they trust marketing copy. So, wherever you can, let your existing customers do the talking.
Short, sharp case studies work really well — especially when they focus on practical impact. Not pages of background and waffle, just the problem, the solution and the result.
And don’t underestimate the power of a good quote.
A one-line testimonial from a dealer who’s already walked the path is often more persuasive than a ten-slide product deck.
There’s no single magic channel for reaching dealers — it’s about building a presence across the places they’re already looking.
It’s the small details that show you’re paying attention — and that you’re not just another supplier on a spreadsheet.
As you build your marketing approach, keep an eye out for these common pitfalls:
Marketing to automotive retailers isn’t rocket science — but it does require a specialist approach. One built on understanding, relevance and a clear focus on impact.
At Drive Agency, we’ve spent years helping suppliers speak to the automotive world in a way that gets results. So if you’re looking to sharpen your message, plan a campaign or just talk it through, we’re here.
Drop us a line — let’s crack the code together.
Whatever your automotive marketing challenge, we’re ready for the journey.
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