The Truth About Used Car Dealership Marketing: Current Challenges, Opportunities for Growth

The used car industry is driving down an uncharted road….

…. With fierce competition from online platforms like Carvana, evolving customer expectations and hundreds of pieces of new technology, apps and so forth, many dealerships are finding it harder to stand out…. Or even where to start. Especially with AI suddenly in the mix.

“We know we can somehow use AI for efficiency and to help our business, but how?” We hear this every day.

Just a few points on what we see as the current state of dealership marketing:

1. Rising Customer Expectations:

Buyers, especially first-timers and credit-challenged customers, are attracted to transparency, empathy, and personalized experiences. Traditional ads often miss the mark, leaving these critical audiences blissfully unaware of a dealership.

2. The Digital Divide:

While dealerships are investing heavily in digital advertising, too many campaigns rely on generic AI messaging. The result? Flushing spend for garbage leads.

3. Trust as a Differentiator:

Today skepticism and cynicism are high … Trust-building isn’t just a nice …. it’s critical. Buyers are using AI to be critical for clarity on trade-in values, financing options, and vehicle reliability.

What Your  Dealership Can Do Right Now

• Prioritize Personalization

Tailor campaigns to your audience segments, whether they’re first-time buyers, trade-in customers, or those with credit challenges.

… Speak directly to their needs and concerns….

• Leverage Data Wisely:

Insights from your customers’ behaviors, preferences and (most critical of all) conversations WILL inform smarter, more targeted campaigns. 

…The more you know about your audience, the better you can connect with them…

• Focus on Transparent Messaging:

No one likes surprises in a deal, especially buyers.

… Be upfront about financing options, trade-in values, and the benefits of your vehicles…

• Optimize Ad Spend:

Shift focus from “more ads” to “better ads.” Use your customer conversation data in your ads. A/B test them constantly.

…Use performance tracking to double down on what works and eliminate what doesn’t….

At #Canyas, we’re tackling these challenges head-on by empowering dealerships with actionable insights and personalized campaigns. Our platform helps you:

• Identify buyer pain points and motivations.

• Create data-driven campaigns that build trust and convert leads.

• Track performance in real time to maximize ROI.

…Maybe it’s time to meet your buyers where they are, with the right message at the right time?…

See how it works

 Schedule Your Demo