Dealer Marketing Programs
Most dealer marketing spend is scattered across the wrong audiences in the wrong markets. Sextant makes it work harder by grounding every program in analytics: who to reach, where demand is, and which dealers to support.
Dealer marketing programs are how a motor vehicle OEM markets with and through its dealer network, including co-op programs. Sextant strengthens these programs with the analytics layer most are missing: propensity modeling, geo-demographic targeting, and market and demand intelligence that determine who to reach and where. Sextant then delivers analytics-driven outreach through the MaaS platform across email, direct mail, and phone.
Everyone Wants to Move More Units. Why Is It So Hard?
OEMs and dealers both believe they own the customer relationship, and both are right. The OEMs that win build the channel in collaboration with their dealers instead of competing with them or treating them as the point of sale. That mindset is what a strong dealer program is built on.
Even committed OEMs get stuck on three barriers. Changing how partners receive and use funds feels risky and hard to administer, so nothing changes. The dollars available can feel too small to be worth the effort, so dealers don't engage. And a one-size-fits-all program doesn't flex to fit every dealer, so pilots stall before they scale to the broader network.
Dealer and co-op programs most often stall for three reasons: the complexity and perceived risk of changing how funds are administered, dealers viewing the available funds as too small to justify the effort, and rigid one-size-fits-all designs that don't fit a diverse dealer base. The result is unused budget and programs that never scale beyond a pilot.
The Analytics Most Dealer Marketing Is Missing
Most dealer marketing treats every market and every buyer the same. Budget gets spread evenly, campaigns broadcast to the full database, and no one can say which dealers or which markets actually returned the investment. It shows in the numbers: roughly $14 billion in co-op dollars go unused every year, and studies find that 64% of local affiliates don't fully use the funds available to them.
Sextant takes a different path. We ground dealer marketing in the same analytics that guide network decisions: propensity models that score who is genuinely likely to buy, geo-demographic targeting that concentrates spend where demand is, and dealer-level intelligence that shows which dealers need support and which markets are underpenetrated. That targeting then drives real outreach through the MaaS platform, and every campaign is measured so budget moves toward what works.
Dealer marketing works best when it is grounded in analytics rather than spread evenly. Sextant applies propensity modeling, geo-demographic targeting, and market and demand analysis to decide who to reach and where, prioritizes the dealers and markets with the most opportunity, delivers targeted outreach through the MaaS platform, and measures results so every marketing dollar concentrates on buyers and markets most likely to convert.
How Sextant Powers Dealer Marketing
The targeting intelligence and delivery that turn dealer and co-op marketing from broad, even spend into budget concentrated on real demand.
Propensity Modeling
Statistical scoring of an OEM or dealer database to identify who is genuinely likely to buy, so outreach concentrates on the highest-potential prospects rather than the whole list.
Geo-Demographic Targeting
Census-tract and postal-code level profiling that concentrates marketing spend where the right buyers actually live, market by market and dealer by dealer.
Market & Demand Analysis
Demand and coverage intelligence that shows where opportunity is underpenetrated, so co-op and campaign dollars go to the markets with the most room to grow.
Dealer-Level Prioritization
Benchmarking against market potential to identify which dealers need marketing support and which markets are being under-served, rather than funding everyone equally.
MaaS Delivery
Analytics-driven outreach delivered through the MaaS platform across email, direct mail, and phone, so the right message reaches the right person at the right time.
Measurement & Attribution
Reporting that ties marketing activity to response and results, so OEMs can see what is working across markets and dealers and shift budget accordingly.
Dealer Marketing FAQs
Most programs stall on three barriers: the complexity and perceived risk of changing how funds are administered, dealers seeing the funds as too small to justify the effort, and one-size-fits-all designs that don't fit a diverse dealer base. This is why an estimated $14 billion in co-op dollars go unused each year and roughly 64% of local affiliates never fully use the funds available to them.
Last reviewed: June 2026
Make Your Next Network Decision with Data Behind It
From open point analysis and dealer performance to consumer targeting and CSI, we help commercial vehicle, powersports, RV, marine, and heavy equipment OEMs act on evidence instead of instinct. Every engagement starts with a free discovery conversation about your network, your data, and the decision in front of you.
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