How to build your car dealership brand

Branding provides a sure-fire way to make your dealership stand out and gain a competitive advantage. Adopting an effective strategy makes it easier for consumers to view your business as an authoritative voice in the automotive industry.

In the digital age, you should aim to provide quality content that is relevant and useful to the consumers. You need to deliver information that answers to consumers’ questions. In turn, your business will gain the trust and confidence of potential customers.

When handled properly, branding communicates your company’s values and evokes an emotional connection with the customers. Consumers will remember your dealership when planning to buy a new vehicle. For this reason, your efforts should extend beyond the dealership logo and the dealer website.

Leverage the Power of Social Media

Social media presence can enhance the effectiveness of your branding. It enables you to engage with customers and provide answers to any questions. Additionally, you will find it easier to advertise to a captive audience at a reasonable cost. Engagement via social platforms promotes transparency and trust.

You can experiment with different hashtags to generate buzz and excitement. Always post high-quality images of your inventory. Videos provide a powerful medium to reach out to potential customers. These aspects are vital when it comes to how to build your car dealership brand.

When building your brand, aim for consistency in communications and visual elements. Effective communication enables customers to anticipate quality service at all times.

Your social media accounts should feature profile images that ensure consistency with the overall brand image. All the elements applicable to the website, showroom, marketing materials, and social media pages should follow the branding style guide.

Doing so enables your business to showcase its brand personality. You can create branded videos on YouTube to keep customers well-informed about various aspects of automobile sales.

Pick the Correct Brand Style Guide

You need to formulate a compelling brand style guide, which you can implement, manage, and enforce. It provides a working template for your entire team.

Although the nature of style guides vary significantly, they cover both content and a visual framework based on the branding strategy. The guidelines incorporate the brand story, tone, and visual elements. The latter includes essential details like the logo, fonts, and imagery.

The guide also identifies the dealership’s brand color scheme, where the best color should fit with the overall strategy and brand image for your firm. A well-chosen color scheme can have a direct impact on the public perception of the business and, ultimately, on sales. The selection process of a brand’s color scheme entails complex psychological considerations.

Give your Showroom a Facelift

Avoid neglecting your showroom during the branding process because it’s appearance helps shape consumer perceptions. In some cases, your showroom may require minimal work but ensure that its condition aligns with the brand style guide.

You may need to add a few tech devices like iPad terminals for the space to conform to the brand image. On the other hand, transforming lighting can do wonders for the showroom by ensuring that the area is bright and aesthetically pleasing.

8 Email Templates For Car Dealerships

# 1 Lead Nurturing Email Example (General Inquiry):

Hello there!

I hear you’re looking for more information on a specific model, and I’d like to help you out as much as possible. Do you have any particular questions about the car that I can answer or do you want to know everything?

I am here to help, and you can contact me at any time during office hours.

I look forward to your reply!

Kind Regards,

[Salesperson’s Signature]

# 2 Lead Nurturing Email Example (Specific Vehicle Inquiry):

Hey [Name],

I’m happy to hear that you’re interested in more information about the [vehicle make and model] that we have on the lot right now at [dealership]. That’s a great car!

I’m here to help, so if there are any specific questions you have about the car, or there is any information I can get for you, just shoot me an email or drop me a line at [phone number].

Looking forward to chatting with you,

[Salesperson's Signature]

# 3 Lead Nurturing Email Example (Specific Vehicle Inquire with PDF):

Hello [Name],

I’m thrilled to see that you’re interested in learning more about the [vehicle make and model] we’ve got here at [dealership name]. I’m here to answer any questions you might have, so please fire away.

I’ve included a PDF of all the vehicle info just in case you’d like to have that on hand.

If you’d like any other information, want to schedule a test drive, or just feel like coming in to kick the tires, please feel free to reach out. Shoot me an email or give me a call anytime at [phone number].

All the best,

[Salesperson's Signature]

** Attach Window Sticker of vehicle. This can be printed from your inventory manager

# 4 Lead Nurturing Email Example (Follow up Promo):

Hey [Name],

How’s your car search going? I saw that you were interested in the awesome [vehicle make and model] we have right now and wanted to offer my help.

I’m here to answer any questions you might have, so please reach out any time via email or give me a call at [phone number].



# 5 Lead Nurturing Email Example (Follow up Promo):

Hello [Name],

We have an awesome [category of deal user indicated interest in] going on right now and I wanted to reach out and let you know about it personally.

Right now, at [dealership], you can get . It’s a great opportunity and I wouldn’t want you to miss out on.

If you’re curious about this [category of deal], you have questions, or you’d like to come in and take advantage of this, please don’t hesitate to reply to this email or give me a call at [phone number].



#6 Asking for a Review

Hello [Name],

Thank you again for choosing to do business with [dealership]. I hope you’re having a blast in your [vehicle make and model].

At [dealership], we are 100% dedicated to our customers, and we’d love to get your feedback on your car shopping experience. If you have a moment, please give us a quick review [link to dealership website or most popular review site].

If anything isn’t living up to your expectations or your car-buying experience was unsatisfactory in any way, please let me know. I’ll do everything in my power to correct it. You can reach me via email, or give me a call at [phone number].

Your friend at [Dealership],


# 7 After- Sale Follow Up – Welcome to the Family

Hey [Name]!

Thank you so much for choosing to do business with [Dealership]. Now it’s my pleasure to welcome you to the [Dealership] family!

Our customers are our number one priority, so I’d just like to check in and make sure that everything is up to your standards. If there is anything bothering you (even if it is extremely minor), please don’t hesitate to let me know. You can email any time, or give me a call at [phone number].

Thanks again!


# 8 Yearly Check-In

Hi there [Name],

I know it’s been a while, so I just wanted to reach out to see how you are doing and if there is anything that we can do for you.

Considering a trade-in? Our consultants know how to get you the most bang for your buck.

Got a problem under the hood? Our phenomenal service team is ready to help out with any maintenance issues that have been bugging you.

Got anything else I can help with? Email or reach out at [phone number] at any time.

Your friend at [Dealership],


7 Car Sales Text Message Templates

1.  Replying to car information requests

Hey, [car dealership name] here! Happy to hear you’re interested in our [car model]. Check out the full specs and price at: [Insert Link Here]. Need more help? Reply to this text with your questions, and we’ll get back to you!

2.  Appointment Request

Hey [name], do you have 30 minutes on [date] at [time] to check out some of our cars? Our address is [address]. Reply with YES to confirm.

[car dealership].

3.  Appointment reminders

[Name], just wanted to make sure you can still make our appointment on [date] at [time]. Please reply with YES to confirm.

[car dealership]

4.  Appointment Cancelled

I have some time available [date] at [time] and later in the afternoon, would that work to reschedule?

5.  Continuing the conversation

Just checking in! Please let me know if you have made any progress on moving forward with the [Vehicle Info] or if there is anything else I can do for you!


6.  Sending A Promo

Hey [name]. Are you still looking to buy a [car brand]? We have great discounts for subscribers. Get $250 off by showing this text to your salesman.

[car dealership]

7. Credit Approval Tex

Hey [name]. We work with all the finance companies. We can get you approved! Need more help? Reply to this text with your questions, and we’ll get back to you!