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Why do dealers put up with this?

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A dealer expresses frustration over how OEM (manufacturer) Tier 1 advertising cannibalizes dealer Tier 3 search traffic by intercepting potential customers and directing them to corporate marketing pages instead of dealership sites, undermining individual dealer sales efforts. The poster questions why dealers tolerate this multi-tier advertising conflict despite the obvious disadvantage it creates for local dealerships trying to convert online traffic into actual vehicle sales. The core issue is a structural tension in automotive digital marketing where manufacturers and dealers compete against each other for the same search audience, with dealers getting the short end of the stick.

willandre

willandre

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Jan 3, 2024
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#1
I know this is a tale as old as time, but I just happened to be doing some research tonight, and I came across this egregious cannibalization of Tier 3 by Tier 1.


Screenshot 2026-02-11 at 6.23.37 PM.jpeg

Look, I get it, the OEM needs to make sure they're being seen, and dealers have different levels of sophistication and capabilities when it comes to digital advertising, but this is ridiculous.

We all know there are lots of reasons why the different tiers shouldn't all be running ads against each other, but this is actual sales suicide.

How is anyone supposed to sell a car when the traffic is being intercepted and redirected to a... corporate marketing page? :shakehd:

Screenshot 2026-02-11 at 6.45.31 PM.png
 
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A dealer expresses frustration over how OEM (manufacturer) Tier 1 advertising cannibalizes dealer Tier 3 search traffic by intercepting potential customers and directing them to corporate marketing pages instead of dealership sites, undermining individual dealer sales efforts. The poster questions why dealers tolerate this multi-tier advertising conflict despite the obvious disadvantage it creates for local dealerships trying to convert online traffic into actual vehicle sales. The core issue is a structural tension in automotive digital marketing where manufacturers and dealers compete against each other for the same search audience, with dealers getting the short end of the stick.

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