18.4% of adults in the U.S. plan to purchase a new car or truck in the next 12 months, an automotive marketing opportunity to gain new business.¹ If price and product quality are similar, more consumers prefer to buy from a small, independently owned auto dealership.

Source: AdMall Insights Poll 2025

Independent auto dealers have an opportunity to grow in 2025 by leveraging trends and shifting consumer preferences. Here are 5 trends we’ve identified that can inform your marketing strategy to acquire new customers:

1. Digital Transformation and Online Presence: Consumers are increasingly turning to online for vehicle research and purchasing decisions. Brands must create engaging content that addresses consumer interests and questions, positioning themselves as thought leaders in the automotive space.

2. Personalization and Customer Experience: Consumers expect personalized experiences across all touchpoints. Utilizing data analytics to understand consumer preferences and behaviors will allow brands to tailor their marketing efforts effectively. Brands can implement personalized marketing strategies, such as targeted email campaigns and customized vehicle recommendations based on individual consumer profiles.

3. Enhance After-Sales Engagement: Post-purchase engagement is becoming increasingly important for customer retention. Automotive brands will need to develop strategies that keep consumers engaged after the sale.

4. Regular Communication: Brands should implement follow-up communication strategies that provide maintenance tips, service reminders, and updates on new features or models.

5. Loyalty Programs: Developing loyalty programs that reward customers for continued engagement can foster long-term relationships.

Automotive consumers are highly responsive to mail and digital media.

Source: AdMall 2024

Did you know?

Digital advertising + mail can increase response rates up to 450% and increase conversion rates up to 28%.²

Use integrated marketing campaigns and value-driven creative to drive traffic and impact sales to your auto dealership and service center.

A targeted, multichannel campaign strategy that places your message in front of your target audience in their mailbox and on their devices is key to acquiring new auto sales and service customers seeking value and savings.

We can help you build a targeting strategy to connect with your target customers:

• Target households at the carrier route level that are more likely to shop for new and used autos.
• Geofence competitor locations to differentiate your brand and steal market share.
• Leverage your 1^st party customer data to retain and grow loyalty through addressable digital advertising.

Learn more about integrated advertising solutions. Click “get started” below to connect with an expert to discuss your marketing goals.

Sources: AdMall Insights Poll 2025¹; US Modern Postcard, Direct Mail Statistics 2023²