by Terry MacCauley - Posted 1 day ago
In the fast-paced world of 2025, the automotive industry is undergoing a transformation driven by technology, sustainability, and changing consumer behaviors. Gone are the days when simply having an outstanding inventory was enough to attract customers. Today's buyers are more informed, connected, and demanding than ever. They research vehicles online, compare prices, and expect a seamless, personalized experience from the moment they start their search to the final act of driving off the lot.
Many dealerships, especially smaller independent used auto dealers and buy here pay here (BHPH) dealerships, might be relying on outdated strategies, thinking their inventory alone will draw in customers. This mindset is reminiscent of the 1989 classic film Field of Dreams, where the phrase "If you build it, he will come" became iconic. However, in the automotive world of 2025, that philosophy no longer holds water. You cannot just build it; you have to advertise it: smartly, strategically, and with the latest digital tools at your disposal.
The automotive landscape has changed dramatically. With the rise of online marketplaces, direct-to-consumer sales from manufacturers, and the increasing popularity of electric vehicles (EVs), traditional dealerships face stiff competition. Yet, many dealers are still operating as if it's 2010, relying on word-of-mouth, local print ads, or basic websites that do not engage customers.
The challenge is even greater for independent used auto dealers. They often have limited budgets and resources compared to larger chains or OEM dealerships. BHPH dealerships, which cater to customers with credit challenges, need to build trust and stand out in a market where financing options are scrutinized more than ever. Meanwhile, OEM dealerships have the advantage of brand recognition and new inventory but must navigate the complexities of modern marketing to stay relevant and attract customers who are increasingly doing their research online.
According to recent data, 92% of potential buyers research vehicles online before buying (KORTX), yet 79% still prefer in-person shopping experiences. This dual behavior underscores the need for a robust online presence seamlessly connecting to the in-store experience.
The solution is straightforward: advertise it, and they will come. But not just any advertising: innovative, data-driven, digital advertising that leverages the latest trends and technologies. In 2025, successful dealership advertising requires embracing digital transformation. Below are the top trends shaping automotive marketing:
These trends reflect the evolving behavior of car buyers, who are increasingly tech-savvy and value-conscious. For instance, the rise of EVs, with a market projected to reach $623 billion by 2028 (KORTX), demands that dealerships highlight sustainable options. Similarly, the shift to mobile research (65% of visits from mobile devices) requires mobile-optimized websites and cross-device targeting (KORTX).
Independent used auto dealers face unique challenges due to limited budgets and competition from online platforms like Cars.com and Edmunds.com. However, they can thrive by adopting cost-effective digital strategies:
Local SEO: Optimize websites with location-specific keywords to rank higher in local search results, attracting nearby customers.
Social Media Marketing: Create engaging short-form videos showcasing inventory and customer testimonials. Platforms like Instagram and TikTok are ideal for reaching younger buyers.
Targeted Digital Ads: Use Google Ads and Facebook Ads Manager for geofencing and interest-based targeting, ensuring ads reach potential buyers in the area.
Data-Driven Inventory Management: Analyze sales trends to promote popular, current, desired makes and models.
Customer Relationship Management (CRM): Implement CRM software to track interactions and personalize follow-ups, enhancing customer retention.
For example, a dealership could use high-quality photos and accurate descriptions to build transparency, addressing the 70% of shoppers who value efficient online research (Turbo Marketing Solutions).
BHPH dealerships cater to customers with credit challenges, making trust and accessibility key to their marketing strategy. With interest rates potentially decreasing in 2025 (JMA Group), BHPH dealers can capitalize on increased demand for financing:
Highlight In-House Financing: All advertising materials should emphasize flexible payment plans and low credit requirements, addressing affordability concerns.
Build Trust: Use customer testimonials and success stories in social media and email campaigns to demonstrate reliability.
Targeted Online Ads: Focus on demographics likely to need financing, using platforms like Facebook for precise targeting.
Community Engagement: Partner with local organizations to build goodwill and attract customers, as trust is critical for BHPH customers.
AI-Powered Chatbots: Implement chatbots on websites to answer financing questions 24/7, improving response times and customer satisfaction.
For instance, a BHPH dealership could run a campaign showcasing a customer who successfully purchased a vehicle despite poor credit, reinforcing the dealership’s commitment to accessibility.
OEM dealerships benefit from brand recognition and access to new inventory, particularly EVs and hybrids, which have seen over 50% sales growth (KORTX). Their marketing should focus on innovation and customer experience:
Promote EVs and Hybrids: Highlight sustainability and advanced technology features, addressing consumer interest in eco-friendly options.
Comprehensive Digital Campaigns: Invest in CTV advertising and social media to showcase new models, leveraging interactive ads that link to virtual showrooms.
Personalized Experiences: Use AI to tailor marketing messages based on customer preferences, such as interest in specific vehicle features.
Omnichannel Integration: Ensure a seamless transition from online research to in-store visits, with tools like virtual reality (VR) test drives (Porch Group Media).
Event Marketing: Host launch events for 2026 models to generate excitement and attract customers.
An OEM dealership might create a CTV ad campaign for a new EV model, featuring a clickable link to a 360° vehicle tour, capitalizing on the 75% of buyers influenced by online videos (KORTX).
It is time to take action. Dealers must invest in modern marketing strategies to grow their dealership, increase sales, and stay competitive in 2025 and beyond. Do not wait for customers to find you. Please go out and find them. Use the power of digital advertising to reach your target audience, build your brand, and drive traffic to your dealership.
Start by assessing your current marketing efforts. Are you leveraging local SEO, social media, and data analytics? Are you reaching customers on the platforms they use most? Partnering with digital marketing experts, such as Big Time Advertising, can help optimize your campaigns and maximize ROI.
Remember, in 2025, it is not enough to just have an incredible inventory or a prime location. You need to advertise it effectively, using the latest tools and trends to attract and convert customers.
As we look to the future, the message is clear: advertise it, and they will come. But do not just advertise, advertise smartly. Embrace the digital age, leverage data, and personalize your approach. By doing so, we will not only attract more customers but also build lasting relationships that will keep them coming back.
So, let us leave the Field of Dreams mentality in the past and step into the future of automotive marketing. It is nearly halfway through 2025, and the time to act is now.
-by Terry MacCauley, Founder & CEO
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