Marketing Spend

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 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.