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Industry · Automotive
From the showroom to the workshop: one plan for the brand and its dealers, judged on leads.
In automotive, the dealer is where marketing succeeds or fails, because interest from a campaign is lost when the enquiry is slow to reach the right showroom. PromotEdge is an automotive marketing agency for vehicle makers, dealer groups, spare-parts and lubricant brands, and electric vehicle (EV) companies.
We plan national brand work and dealer-level marketing together. Every enquiry is routed to the right dealer fast, so interest turns into test drives and bookings, and later into repeat service.
Automotive is many businesses under one name. Buyers include first car families, two wheeler riders, fleet owners, mechanics and EV buyers. Each one decides differently.
Buyers research online first, so automotive SEO (showing up when they search for a model or a showroom) matters. They decide at a dealer or workshop, often after a test drive and a talk about monthly instalments (EMIs). Navratri to Diwali is the biggest buying window.
National campaigns create interest. Dealer level marketing decides whether it becomes a booking. We plan both across strategy, mainline, digital and on-ground work. We believe in process. Good results should repeat, not happen by luck.
“Leads come in at night and nobody calls back until the next afternoon.”
Route each enquiry by pin code the moment it arrives. An automatic WhatsApp reply confirms it. Every lead gets an owner and a clock in a CRM (customer relationship management software).
This is mine“Our launch film did well. Bookings didn't follow.”
Plan the dealer layer with the launch campaign. Give dealers local media and shared creative, and route every enquiry against a deadline.
This is mine“Festive season sells out in some districts and stays flat in others.”
Set dealer level plans by the local calendar, not one national date, since festivals differ by state. Our media planning does this.
This is mine“EV buyers ask about range and resale, and our ads only talk about style.”
Answer the hard questions plainly in ads and in content. Cover certified range, charging, battery warranty and resale.
This is mineVeedol, the engine-oil brand, is our client in this trade. We haven't yet marketed a car or two-wheeler maker or a dealer chain. The nearest work is heavy machines sold through dealers: for SANY India and Weichai we handled positioning, outdoor, film and social media.
Brands in this trade we have worked with
“An aligned partner is always a welcoming step. Someone who can think deep through lines, understand the matrix of product management. Fortunate enough, PromotEdge has been a partner in progress for me. …”
Bobby SrinivasChief Manager Marketing & Brand Marketing at Utkarsh India| Step | What we do | Why |
|---|---|---|
| 1. Strategy | Set segment and region priorities and automotive branding, meaning your positioning against rivals. Plan the launch and the national versus dealer budget split. | Without priorities, budgets spread thin. |
| 2. Mainline advertising | Launch films, regional TV and print, outdoor in dealer towns and radio for offers. PR (public relations) in auto media. | Buyers shortlist brands they trust. |
| 3. Digital | Search ads and YouTube for model research. Enquiry forms go to dealers, with retargeting. | Buyers research online for weeks first. |
| 4. BTL (below the line) | Test drive events and launches. Mall displays, rural melas, mechanic meets and service camps. | The test drive and the mechanic's word close the sale. |
| 5. Service and spares | WhatsApp service reminders. A will it fit check on marketplaces, with auto creators. EV pages on a website. | Service brings repeat revenue. |
EV part makers sell to businesses: see our industrial and manufacturing work. For oils, see lubricants.
We don't publish a price list. National media and launch production are budgeted per campaign. Dealer level digital is usually budgeted per dealer, per month.
| Way of working | When it fits |
|---|---|
| Monthly retainer | Brand digital, dealer marketing support and reporting; minimum 3 months, 30 days' notice to stop |
| Campaign fee | A launch, a festive push or an event series; timeline confirmed in the quote |
| At actuals | TV, print, outdoor, ad spend and events, rate by rate |
A dealer group can start smaller, with local search, social and enquiry handling for a few showrooms.
Every client and project is different. The cost depends on the effort it takes, so we price after the first call.
Model and comparison pages that answer what buyers search before a visit.
GoogleA name and look that vehicle buyers recognise on the road, in ads and online.
One plan across search, ads, social and WhatsApp for vehicle buyers, judged on enquiries and test drives booked.
AI drafts vehicle descriptions and ad variants, and a person decides every price and offer that goes live.
Launch films and regional media, with outdoor in dealer towns and a dealer layer.
A complete profile for each showroom and workshop, with photos and review replies.
Google Business ProfileGoogleSearch ads on model names and showroom near me searches, plus YouTube walk rounds.
Google AdsYouTubeLaunch and exchange offer ads shown to people near each dealer.
FacebookInstagramTest drive slots and service reminders, plus night time replies, only for people who opted in.
WhatsAppA CRM gives each enquiry an owner and a clock, with a monthly report by dealer.
Launch evenings at showrooms, plus test drive camps in housing societies and malls.
Approved ads and templates for dealers, plus mechanic meets and loyalty rewards.
One signage standard for showrooms and workshops, with a photo of each install.
Fitting and detailing how to videos with auto creators on YouTube and Instagram.
YouTubeInstagramA will it fit check and listings on Amazon and Flipkart for parts and tyres.
AmazonFlipkartNot sure whether to fix the dealers or the launch first? Let's think it through together. Talk it through
Real business problems, from sales to back office, each with a plain AI fix. A person stays in charge of every step.
Most Indian car buyers still prefer visiting a showroom, even when they browse online first. Dealers need that online interest to become a booked visit.
The AI fix A WhatsApp assistant answers model and EMI questions from approved details, books test drives and logs each lead with its ad source. The sales executive closes the deal.
Source: DT Next (PTI report on an Urban Science global study), December 2024
Late servicing and late delivery draw many customer complaints, and some reach the National Consumer Helpline. Each one needs a quick, clear reply.
The AI fix A support assistant reads each complaint, tags its type, pulls the job-card status and drafts a reply. A human agent approves it and decides on refunds and repairs.
Source: India Briefing, 2024
AI and automation systems WhatsApp automation Chatbots
These show what such tools do. Each card links its source. We do not claim a past project here.
SIAM, the makers' association, says makers sold 46.43 lakh passenger vehicles in FY 2025-26, up 7.9%. They sold 2.17 crore two wheelers, up 10.7%. Passenger vehicles fell 1.4% in the first half. They grew 16.7% in the second, after GST (goods and services tax) rates came down.
FADA, the dealers' association, counted 2.97 crore retail sales of all vehicle types, up 13.3%. The two bodies count different things, so do not add their numbers.
Source: SIAM, press release, 14 April 2026. FADA, FY'26 and March'26 retail data, 6 April 2026
Our view: a family asks relatives and friends, then reads reviews and watches walk-round videos for weeks. They visit two or three showrooms, take a test drive and ask about monthly instalments. A slow reply to an enquiry, or a showroom that argues over the price, ends the shortlist.
In their words, roughly: "Is the on-road price clear? What mileage will I really get? Will the service centre treat me well?" Fewer say aloud that they want a quick call back and a fair exchange value. They also want a mechanic nearby who knows the model.
Dealer-led franchise: makers sell through franchised dealers, who also run service. FADA says it speaks for over 15,000 dealerships. Building materials and construction equipment face the same dealer problem.
Supply to makers: parts makers sell to car makers first. Then they sell to the aftermarket through distributors, as in industrial and manufacturing.
Fleet sales: commercial vehicle makers sell to fleet owners, often with a lender's finance, and the dealer is the service point. See our business models guide.
Source: FADA, home page, read 10 October 2026
FADA counts electric vehicles at 60.95% of three-wheeler retail sales in FY 2025-26. They are 6.54% of two wheelers and 4.25% of passenger vehicles. Buyers will ask more about range and charging.
AI today can answer enquiries at night, book test drives and send service reminders. Next, it may suggest a model from a buyer's chat. It cannot sit in the car with the buyer: see our AI systems.
Source: FADA, FY'26 and March'26 retail data, 6 April 2026
SIAM (Society of Indian Automobile Manufacturers): the apex body of vehicle and engine makers. It publishes the sales numbers used above.
ACMA (Automotive Component Manufacturers Association of India): speaks for auto parts makers. It works on trade promotion, quality and industry data.
FADA (Federation of Automobile Dealers Associations): the apex body of auto retail, set up in 1964.
Source: Each body's own website, read 10 October 2026
Venu Srinivasan is Chairman Emeritus of TVS Motor Company. Its page says he pioneered Total Quality Management in India. It also says TVS won the Deming Application Prize in 2002.
Shenu Agarwal is Managing Director and CEO of Ashok Leyland. SIAM's page lists him as its president.
Source: TVS Motor Company, Venu Srinivasan page, read 10 October 2026. SIAM, Office bearers page, read 10 October 2026
In 2018 the Tata Nexon first earned four stars in a Global NCAP crash test. Tata added standard seat belt reminders and passed a side impact test.
On 7 December 2018 the Nexon became the first car made and sold in India to get five stars for adult protection. In a 2022 interview, the managing director of Tata Motors Passenger Vehicles named safety as one of three brand pillars.
Source: Global NCAP, first five star car in India, 7 December 2018; Forbes India, interview with Shailesh Chandra, 29 March 2022
Keep your maker's brand guide, dealer agreement and approved offers in one place. Name one person at each showroom who owns every enquiry.
Crash ratings and mileage figures come from the testing agencies and your maker, and loans from lenders. We take the plan, media, listings, enquiry follow-up and reports.
We start with strategy: set segment and region priorities, because budgets spread thin without them. Then mainline advertising, because buyers shortlist brands they trust. Then digital, because buyers research online for weeks first.
We end with test drives, mechanic meets and service, because the test drive and the mechanic's word close the sale.
Saurav Agarwal, our Founder and CEO, takes the strategy call, the business review and the budget logic. Sanjiv Yadav, Data Research and WhatsApp Marketing, prepares the research, the business-to-business (B2B) lists and the WhatsApp campaigns.
A dealer sells someone else's brand, so the maker's brand guide and your dealer agreement decide what local ads may show. Many makers share part of the ad cost (a co-op budget), with their own rules and proof. Judge the work on cost per test drive and per booking, showroom by showroom, with local search and WhatsApp follow-up. Google lets a car dealership hold one profile for the dealership and more for sales, parts and service. The CCPA's 2022 guidelines bar calling part of a package free if its price is in the package price.
Source: Google Business Profile Help, car dealerships, checked 4 October 2026. CCPA guidelines on misleading advertisements, 9 June 2022, para 7
Three people choose a can of oil: the driver or fleet manager, the mechanic and the distributor. A driver types a grade such as 5W-30. So give each grade a page that says to check the owner's manual first. Mechanics want training and a fair reward scheme through mechanic meets. A retail pack must show the maximum retail price inclusive of all taxes. This is rule 6(1) of the Legal Metrology Rules, 2011. Naming a vehicle maker to suggest approval needs its permission under the ASCI Code. See our content marketing.
Source: Legal Metrology (Packaged Commodities) Rules, 2011, rule 6(1). ASCI Code, Chapter I
Our view: a family visits two or three showrooms. A quick reply and a test drive win the sale (see dealership marketing above). One rule is in the 2008 guidelines of the Advertising Standards Council of India (ASCI). A car ad must not show broken traffic rules or reckless driving. That covers a dealer's own video. The cars and loans are not ours.
Source: ASCI, guidelines for advertisements depicting automotive vehicles, 1 April 2008
Our view: a fleet owner or a small operator buys a truck or bus, often with a loan. A workshop nearby counts as much as the price. SIAM, the makers' body, says 10.80 lakh commercial vehicles were sold in FY 2025-26, up 12.6%. One rule: tyres for these vehicles need certification by the Bureau of Indian Standards (BIS). So a fleet buyer can ask for the mark. Service camps and driver meets work well. The vehicle and the loan are not ours.
Source: SIAM, press release, 14 April 2026. BIS, products under compulsory certification, IS 15636, page updated 8 October 2026
Our view: a family buys a two wheeler from a dealer it knows, close to home. Mileage and the monthly instalment come first. SIAM, the makers' body, says 2.17 crore were sold in FY 2025-26, up 10.7%. One rule: a rider's helmet needs certification by the Bureau of Indian Standards (BIS). This is under an order of 26 November 2020. A dealer who sells helmets should stock only marked ones. Festival offers and WhatsApp service reminders work well. The bikes and the loans are not ours.
Source: SIAM, press release, 14 April 2026. BIS, products under compulsory certification, IS 4151:2015, page updated 8 October 2026
Useful before you start. Open it when you need it.
Car and bike buyers compare numbers.
Mileage and range. The Central Motor Vehicles Rules, 1989 say to quote fuel efficiency or range only as certified in type approval tests. Say it is a test figure.
Bharat NCAP, from 2023. NCAP is the New Car Assessment Programme, a crash test rating scheme. Quote a star rating only for the exact model and variant tested.
ASCI Code. ASCI is the Advertising Standards Council of India. It bars ads that show unsafe or illegal driving as normal. Stunts need a 'performed by professionals' message.
Finance offers. Name the lender and show key terms in readable size. The Central Consumer Protection Authority (CCPA) 2022 guidelines cover hidden small print.
EV schemes. Schemes such as PM E-DRIVE (2024) and state EV policies differ by vehicle type. Say which applies to which model and state, and date every message.
Aftermarket. Don't promote modifications that may not be road legal under the Motor Vehicles Act, 1988. Claim maker approval only if you can prove it.
General guidance, not legal advice. Have legal and compliance teams review every claim.
When car makers send dealers more cars than customers are buying, stock piles up. Dealers also say lenders have tightened credit norms.
The AI fix A forecasting tool reads a dealer's sales, bookings and festival dates and suggests how many cars of each model to order. The dealer and the maker's planner decide.
Many auto parts makers cannot find enough shop-floor workers, and they must also raise productivity every year to keep up with growth.
The AI fix An HR assistant screens applications against the skills each machine needs, books interviews on WhatsApp and answers joiners' questions. HR and supervisors make every hiring decision.
Source: Autocar Professional (reporting an ACMA and BCG analysis of 450 companies), 2026
India buys most of its rare earth magnets from one country. When clearances slowed, most carmakers had only a few weeks of stock.
The AI fix Document AI reads invoices and parts lists and shows which parts come from one supplier or country. It alerts buyers when stock runs low. Buyers approve other suppliers.
Munich, GermanyUsually September. Next: 7 to 12 September 2027.
Decide early which of the Summit, Open Space or Conference parts fits your product, then plan your visit around that one.
Paris, FranceUsually October. Next: 12 to 18 October 2026.
Reserve a Test Center slot ahead, and study how brands show their vehicles to the general public alongside trade visitors.
Frankfurt am Main, GermanyUsually September. Next: 5 to 9 September 2028.
Check the workshop programme and Remanufacturing Day, then use matchmaking to meet overseas buyers of parts, diagnostics, paint or lubricants.
Detroit, United StatesUsually January. Next: 14 to 24 January 2027.
Study the hands-on displays to learn how car brands let people try vehicles, and ask about Media and Industry Day access.
Chiba, JapanUsually October. Next: 13 to 16 October 2026.
Join the forum and the short pitch sessions, and use the online partner matching tool to set up meetings before and after.
We can't do magic alone. The more involved you are, the faster you see results.
Is the slow call-back the part that worries you? Tell us your showrooms, and we'll tell you where we'd start. Tell us your showrooms
Where vehicle makers, parts makers and dealers meet each year. Pick one or two, and plan the stall, the meetings and the follow-up before you book.
New DelhiUsually February. Next: 4 to 9 February 2027.
Plan your days around the halls that fit your product, such as components, batteries or tyres, and book B2B meetings early.
New DelhiUsually February. Next: 4 to 9 February 2027.
Walk the launches and thematic zones to see where electric and software-driven vehicles are heading, and note what suppliers will need.
New DelhiUsually February. Next: 4 to 7 February 2027.
Bring a parts range sheet for the Tier-1, aftermarket and sourcing teams who visit, and ask what each plans to buy.
New DelhiUsually February. Next: 3 to 5 February 2028.
Use the exhibitor directory in the show app to shortlist aftermarket brands and distributors, then book meetings around the workshops.
Greater NoidaUsually September.
Register online first, then talk to fleet operators, charging firms and vehicle makers about the parts and software they plan to buy.
PuneUsually October.
Sit in on the technical sessions to learn about storage and charging, and use B2B matchmaking to meet dealers and fleet operators.
Greater NoidaUsually August. Next: 27 to 29 August 2027.
Compare stand proposals before booking, and aim your pitch at buyers from the truck, transport and logistics side of the trade.
Dates change. Check the organiser's site before you plan.
Well-known Indian brands, each with one plain lesson for an owner in your line of work. Names only, as public examples.
Pick one quality method for your plant or workshop and use it daily. Then get it checked from outside. Outside proof earns trust.
What they did TVS Motor's page says Venu Srinivasan pioneered Total Quality Management long before most Indian firms, and that TVS Motor and Sundaram Clayton won the Deming Application Prize in 2002.
Give every product line one shared idea and one voice. Write one line your whole team can repeat.
What they did On 17 January 2011 Mahindra announced 'Rise' as its brand position, with one brand voice and one core purpose. It planned to spend Rs 120 crore over 3 years.
Invite owners and curious buyers to meet your team and see what is coming. An open event like this can build trust.
What they did In 2025, Ather announced its third Community Day for 30 August at KTPO in Bengaluru, open to owners and non-owners, with open forums with its design, software and engineering teams.
Source: Mobility Outlook, 2025
Open bookings early to see how much buyers really want your product. Let that number guide how much you plan to make.
What they did Maruti handed over the first Maruti 800 on 14 December 1983. According to chairman R C Bhargava, it planned 20,000 cars in the first year and got 1,20,000 bookings.
Source: Autocar Professional, 2023
Bring customers together in person. A group ride gives owners shared stories to tell about your brand.
What they did Royal Enfield's rides team headed the 20th Himalayan Odyssey in 2024. According to evo India, 122 riders set out to cover more than 3,000 km.
Source: evo India, 2024
These brands are not clients of ours and we use no logos. Each card links its source.
Want a second pair of eyes on your mileage, safety rating and finance wording? Send them over and we'll read them with you. Send on WhatsApp
For projects we think we can help, this is how it goes.
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
A short, honest plan: what to fix first and what we would do. It is free.
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop.
Brands and people are named only as public examples. They are not PromotEdge clients or endorsers unless stated.
The expertise that fits your business, and the places we work.
Through local visibility and fast follow-up. Start with a complete Google Business Profile. Run local search and social ads in the catchment. Add a WhatsApp line someone answers. Many dealers would sell more by answering existing enquiries faster. See our performance marketing work.
National and regional TV still build reach quickly for national launches and for mass segments such as two wheelers. For niche, premium or commercial vehicles, YouTube, outdoor, trade press and targeted digital reach buyers with less waste. Judge TV on enquiries and test drives in the weeks after a launch, not on reach alone.
To four people: the fleet owner, the driver, the mechanic and the financier. Owners want uptime and a low running cost. Drivers want comfort. Mechanics want easy service. Service camps, dealer demos and trade press beat lifestyle ads. Ask each fleet owner what a day off the road costs.
SEO (search engine optimisation) means ranking higher on Google without paying per click. A maker needs model, variant and comparison pages. A dealer needs a Google Business Profile per showroom, local pages and fresh reviews. Parts and lubricant brands need pages by part number, vehicle fit and oil grade. We judge SEO on enquiries and test drives, not just rankings.
We won't claim to be the best. Ask every agency, including us: How fast will an enquiry reach the right dealer? Can you report test drives and bookings by dealer and model? Have you worked in dealer led categories? Do the seniors in the first meeting do the work?
It depends on scope, so we don't publish a price list. The drivers are national, regional or dealer only scope, the number of dealers, launch and festive media weight, and events. TV, print, outdoor and ad spend are billed at actuals. A written quote follows within 2 working days of the first call.
Our announced work in the category is for lubricants brand Veedol, and we publish nothing more about it. For vehicle makers and dealers, we would start as on this page. That is a first call, a one-page plan and a written quote within 2 working days. See also our lubricants page.
Either. With a manufacturer we plan the national campaign and the dealer layer together. A dealer group can use us for local search, social, events and enquiry handling within the brand guidelines. A dealer's first month usually goes on fixing the Google listing, test drive booking and call and WhatsApp response. Only then does any new ad money go in.
