The Car Dealer Stereotype Is Real.. And That’s Coming from an Ex-Car Dealer

The car industry has a reputation problem. And let’s be honest it’s earned it.

For decades, dealerships have been laser focused on one thing: the sale. Not the customer. Not the experience. Just the transaction.

And the numbers back it up.

• Consumer trust in car dealerships sits at just 7%, one of the lowest across all industries. (Source: Autotrader UK)
• Yet, 86% of consumers say they would buy from the same dealer again if they had a good experience. (Source: Cox Automotive)

So what’s the disconnect?

A Total Neglect of Loyalty

Most dealerships don’t play the long game. They focus on closing deals today rather than building relationships that create repeat buyers for years.

Loyalty isn’t about one off discounts or generic “customer appreciation” events. It’s about making customers feel valued before, during, and after their purchase.

Here’s how most dealerships fail:

? They don’t follow up after the sale until they need to sell you something.

? They don’t educate customers on car ownership, financing, or maintenance.

? They treat every buyer as a one time transaction instead of a lifetime customer.

And that’s why so many people dread the car buying process.

Dealership Content Is Stuck in 2005

The average dealership social media page looks like a copy and paste feed of: ?? "Just in! New Stock!" ?? "Best deals this weekend!" ?? "End of month sales event!"

I AM NOT SAYING TO NOT POST THIS BUT ALSO ADD VALUE TO BACK IT UP!

It’s predictable. It’s impersonal. It’s easy to ignore.

Car buyers don’t follow dealerships for sales pitches, they actually want some value. Yet, most dealers treat their content like a digital classified ad instead of a relationship building tool.

The result?

Customers only think of the dealer when they need a car. But by then, it’s a coin flip whether they return or shop somewhere else.

How to Actually Build Trust & Loyalty

Want customers to stick around? Start treating them like more than a commission check.

Here are five ways dealers can use content to create real customer loyalty:

1?? Show the People Behind the Business

Customers trust faces, not logos. A dealership isn’t just a showroom, it’s a team of real people.

Highlight your sales team, service advisors, and technicians. Share behind the scenes moments at the dealership. Showcase real interactions and success stories.

This human element builds trust before a customer even steps onto the pitch.

2?? Tell Real Stories

A five star review is great but a compelling story about how you helped a customer? That’s what people remember.

Feature customer journeys: Why did they choose this car? What problem did you solve for them? Share stories of how your dealership supports the local community. Post content that makes your brand relatable not just “salesy.”

3?? Create Content That Educates

Buying a car is stressful. Most buyers feel overwhelmed by financing, part ex values, and service plans.

Simplify the process with quick explainer videos. Break down common car buying mistakes. Create a “Car Buying 101” content series that makes customers feel more confident.

When you educate your audience, you position your dealership as a trusted expert not just another place trying to sell them something.

4?? Focus on Community, Not Just Sales

People prefer to buy from businesses that give back. Show you’re invested in more than just selling cars.

Partner with local charities or local programs. Feature stories of customers who use their vehicles for amazing things (like small businesses or travel). Get involved in community events and document it on social media.

Loyalty isn’t just about cars it’s about connection.

5?? Follow Up Beyond the Purchase

Most dealers send one follow up after the sale a survey. Then, nothing until it's time for an upgrade.

Send personalised check ins:

• “How’s the car running?”
• Offer free car care tips via email or social media.
• Create a customer only perks program (exclusive service discounts, events, partner with other local businesses etc.).

A great sale should be the start of a relationship not the end of it.

The Bottom Line

The dealers who shift from selling to serving will be the ones who dominate the next decade.

If you’re in the industry and If you are in the top 10% congratulations. If you are not, then it’s time to stop blending in and start standing out.

p.s. If you want any help in making this happen then please get in touch. Here's a campaign we worked on: "Happy Valentines"