There has been a contradiction that has persisted in the world of automotive marketing for decades. Fixed operations – auto service, parts, and accessories – usually account for the largest portion of a car dealership’s revenue, but it is rarely given more than a miniscule portion of the marketing budget.
Before the digital age, this was due to two things: loyalty and excitement. Car buyers were more likely in the past to have a dealership-of-choice through which they purchased most of their cars as well as had their service performed. The best way to get more service business was to sell more cars and the marketing involved with selling more cars is always more exciting than anything a dealership could do with fixed operations.