United States – October 27, 2026 -- Auto manufacturers fund dealer advertising through three co-op structures: fixed funding, percentage-based reimbursement and match programs. Under a match program, a dealer that spends $1,000 on a digital ad campaign has that investment matched by the manufacturer, according to a dealer guide from COOPABLE.
Three program formats tie manufacturer funds to sales or ad spend
Under fixed funding programs, manufacturers allocate a set amount of marketing money. Dealers claim a percentage of it, typically determined by units sold or a sales target.
Percentage-based programs reimburse dealers according to a percentage of their sales, so higher vehicle volume unlocks more claimable funds. Match programs cap manufacturer contributions at a set limit.
Dealers must document ad spend to secure reimbursement
Claims go through an online portal or on paper. Dealers must supply proof of ad placement, such as a screenshot of a digital ad or a copy of a print ad, plus receipts and invoices confirming the amount spent and the provider.
Manufacturers may set deadlines for submitting claims and cap annual reimbursement. Failing to follow a manufacturer's branding and advertising rules can complicate payment.
Co-op funds cover digital, print, radio and event marketing
Eligible activities include digital advertising, print media, radio ads and events. Manufacturers approve campaigns and monitor how funds are used, while a third-party agency sometimes builds campaigns to manufacturer guidelines.
Because manufacturers cover only a portion of costs, dealers must budget so that overall marketing remains profitable.