COOPABLE

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.

Global – October 27, 2026 -- Co-op advertising spending in the auto industry is rising as growing vehicle inventories push manufacturers to underwrite dealer marketing and move units off the lot.

Manufacturers fund more local dealer campaigns amid market share competition

Under co-op programs, manufacturers cover part of the cost of dealership campaigns across digital, print, TV, radio and events. Competition for local market share adds to the spending increase, according to the source.

Digital channels take a larger share of co-op budgets

Manufacturers are directing more co-op funds to social media, search engine marketing and email campaigns. Digital advertising is often cheaper and delivers measurable results, which is why manufacturers prefer to fund it. Dealers can track performance and adjust campaigns in real time, and some are testing video ads, interactive content and virtual showrooms.

Global – October 27, 2026 -- COOPABLE is marketing OEM co-op advertising programs to automotive dealerships as a way to share campaign costs with manufacturers and run larger campaigns. The company has not disclosed funding levels, reimbursement rates or client numbers.

Manufacturers share dealership advertising costs under co-op programs

Under co-op programs, dealers split advertising spend with the OEM. COOPABLE says this covers a significant portion of expenses, which matters most for smaller dealerships managing tight budgets. The funding applies to online platforms, social media and print.

OEM brand guidelines tie local ads to national campaigns

Dealers that join OEM programs must keep the messaging, design and tone of their ads consistent with the manufacturer's brand guidelines. In return, OEM partnerships can provide custom creative assets and funding for local events, according to COOPABLE.

Global – October 27, 2026 -- COOPABLE is offering a platform that handles co-op fund management for automotive dealers and manufacturers, who split advertising costs for new vehicles, special offers and financing options.

Manufacturers set the rules and dealers choose the campaigns

Under the standard co-op model, the manufacturer writes the rules and guidelines and supplies documentation to dealers. The dealer selects which campaigns to join and how much to contribute. Manufacturer and dealer then split the cost, and the dealer runs the campaign and tracks results.

Manufacturers use the structure to build dealer relationships, support dealer marketing and lift new-vehicle sales. Dealers use it to raise brand awareness, generate leads, drive sales and improve customer loyalty.

Global – October 27, 2026 -- Car dealerships can direct manufacturer-provided co-op marketing funds across seven spending categories, from digital advertising to website upgrades, according to marketing provider COOPABLE, which says many dealers still fail to use the money fully.

Digital channels and SEO take the first two slots

COOPABLE says dealers can use co-op funds for Google Ads, social media promotions and display advertising. These platforms allow targeting by demographics, interests and online behavior.

The funds can also pay SEO experts or agencies for keyword research, content optimization and backlink building. COOPABLE describes SEO as a long-term play that can raise organic traffic and conversion rates over time.

LEXINGTON – October 27, 2026 -- COOPABLE and Lotlinx have launched a partnership that lets all Lotlinx dealers apply eligible manufacturer co-op funds toward Lotlinx solutions, with COOPABLE handling the administrative workload. The arrangement went live on March 1, 2026.

COOPABLE takes over approvals, claims and compliance for dealers

COOPABLE will manage co-op approvals, claim submissions, compliance documentation and reimbursement tracking. Dealers will no longer have to gather supporting documentation, submit proof of performance or monitor reimbursement status. Approved funds will flow through standard OEM reimbursement channels.

Dealers keep access to Lotlinx's machine learning and data intelligence, which they use to predict and act on inventory risk through VIN-specific strategies.