Launching a new model at your dealership: a two-week ad plan

Every new model arrives with a built-in story. Shoppers already know the name, they’ve seen the early reviews, and some have been waiting for it. A dealership that plans the launch, rather than just putting the first unit on the lot, gets more people through the door while the excitement is still high.

Here’s a two-week plan that works for a single model or a whole new lineup. Adjust the days to fit your own schedule.

Days 1 to 4: tease it

Before you show the vehicle, show the question. Post a few short pieces that hint at what’s coming without giving away the reveal.

• A silhouette or a detail shot with one line, such as “Something new is coming to the lot.” Avoid a full photo yet.
• A countdown to reveal day, with the date in big type.
• A “what would you want to know?” post that asks followers which feature they care about most. The answers help you write the next posts.

Keep teasers honest. If you don’t know the arrival date or the price yet, say “details soon” rather than guessing.

Day 5: reveal it

This is the big post. Use your best photo or a clean studio shot, the model name, and the one feature you think will matter most to your local shoppers. Then add a clear next step: come see it, book a test drive, or ask a question in the comments.

Post it on every channel at once, and pin it to the top of your Facebook page and Google Business Profile for the week. A reveal is also a good time to run a short video. See short video ads for car dealers for simple formats.

Days 6 to 9: explain it

Once people have seen the vehicle, answer the questions they’ll ask at the desk. Keep each post to one idea.

• One feature, one benefit. “Heated seats for the morning school run.” Only mention what’s confirmed for the trims you have.
• Compare it honestly with the model it replaces, if your customers know the older one.
• Show it in context. A winter scene, a family loading gear, or a weekend trip.

Days 10 to 12: bring people in

This is the sales push. Make the offer clear and the next step easy.

• A test-drive invitation with the days and hours you’re open. “Take it for a spin this Saturday.”
• Early-buyer offers, if you have them. Put the fine print right under the offer, word for word.
• A “who’s driving it first?” post that invites people to be the first to try it.

Days 13 to 14: celebrate it

When the first units arrive, post a just-arrived ad. Then share the first customer delivery as soon as you have permission. Real owners do more for a launch than any ad, so ask them early and follow up. The sold and delivery-day post guide has ready-to-use ideas.

Make the ads in one sitting

Write all five posts at once so you don’t have to think about them each day. In DealerAdGen, make the reveal ad first, then use More sizes to get the same picture as a feed post, a Story and a banner. Each size keeps your logo, colours and fine print. The car-for-sale templates give you a starting point for the reveal.