The car market is changing fast, thanks to the power of digital platforms. Meta has teamed up with the Federation of Automobile Dealers Associations (FADA) to change how people find, research, and buy cars. Their whitepaper shows how platforms like Facebook, Instagram, and WhatsApp impact the buying journey.
The study shows that 72% of new car buyers in India first found their favorite brands on Meta’s platforms. WhatsApp is especially useful, with almost half of the people surveyed using it to check if cars are available and getting service updates. These platforms give buyers the info they need, making it easier to decide which car to buy.
This whitepaper underscores the potential of AI, reels, and messaging platforms such as WhatsApp to strengthen customer relationships and drive growth
Federation of Automobile Dealers Associations (FADA) President C S Vigneshwar
Instagram Reels and influencer content have changed how people look at cars. About 72% of people said videos and content from creators really helped them. This shows that exciting and visual content is key in today’s marketing, moving towards more fun and interactive online experiences.
Meta’s platforms do more than just help individual buyers. Car brands and dealers use these tools to connect better with shoppers, making sure their messages fit with what online users want and expect.
Key Takeaways
Meta’s platforms have become a crucial part of India’s car buying journey, with 72% of new buyers discovering their favorite brands on these platforms.
- Meta’s AI-powered advertising and dealer upskilling programs have led to significant gains in lead generation for dealers, with an 18% rise in leads and a 34% drop in costs per lead.
- The ‘Move with Meta’ program has trained over 6,000 dealers on digital tools, helping them stay competitive in the tech-driven market.
- Car manufacturers like Hyundai have seen significant sales growth through effective local digital strategies, with a 37% increase in sales and a 29% reduction in costs per sale.
AI-powered advertising and dealer upskilling
AI is at the heart of Meta’s efforts to boost dealer success and marketing efficiency. With tools like Advantage+ Placements, dealers see big gains in lead generation while cutting costs. Dealers using these AI tools noticed an 18% rise in leads and a 34% drop in costs per lead. Lead generation processes are now 32% more efficient.
The “Move with Meta” program started in 2023, taking a big step in making dealerships more digital. Originally planning to train 3,000 dealers, it has now trained over 6,000, giving them the know-how to handle digital tools effectively. In total, nearly 10,000 dealers have received digital training.
This program offers full training, including how to build a strong online presence, create targeted campaigns, and use platforms like WhatsApp and Instagram to connect with customers. By teaching these skills, the program helps dealerships stay competitive in a tech-driven market.
S. Vigneshwar, President of FADA, highlighted the program’s impact: “Our work with Meta has closed the digital gap for auto dealers, helping them stay flexible and ready for the future.” Due to its success, there’s a plan to train 5,000 more dealers over the next two years, showing a strong push for digital growth in the field.
Digital solutions drive sales growth
The partnership between Meta and FADA has not only boosted the skills of car dealers but also provided significant advantages for car manufacturers. Take Hyundai, for instance; they saw a 37% increase in sales in the latter half of 2024 compared to the first half. Hyundai also managed to cut costs per sale by 29%, showing how effective local digital strategies can be.
Mahindra is another good example of using Meta’s platforms creatively. They’ve used WhatsApp to launch vehicles and chat setups on Instagram and Messenger to help customers choose features.
These strategies have led to more engagement and more people considering buying, with better sales in the end. For example, Mahindra’s XUV 700 campaign saw a 3.3% increase in people intending to buy, while chat-based options increased conversation rates by 29%.
Driving regional impact through customization
Meta’s emphasis on understanding regional trends and consumer preferences has been a significant factor in these achievements. By customizing strategies to suit various localities, dealerships have enhanced their interactions with customers and bolstered their visibility in a tough marketplace. According to Saugato Bhowmik, the Director of Auto at Meta India, they have developed unique methods to efficiently onboard dealers, driving substantial growth in sales while also achieving cost reductions.
This partnership is wide-reaching, impacting the entire auto industry positively. With FADA representing over 15,000 car dealers across the country, it shows the potential for big changes through digital tools. As this program grows, it promises to further strengthen the industry’s digital framework.
