Winter marketing ideas for car dealerships
Cold weather sends people to dealers: for tires, batteries, remote starters and AWD vehicles. Here’s how to make the most of the season, from the first frost to the spring thaw.
Winter is a slow season for some businesses, but not for a dealership that plans ahead. The first cold snap reminds everyone their tires are bald and their battery is old. The first snowstorm makes an AWD SUV look very appealing. And the holidays bring year-end deals and Boxing Day. The trick is to have your ads ready before the weather arrives.
Service: get ahead of the first snow
- Winter tire packages: tires on rims, ready to swap. Start promoting in early fall, when booking is easy.
- Winter tire changeover: “Book before the rush” beats “We’re booked for three weeks”.
- Winter check: battery, tires, wipers, coolant and lights at one price.
- Remote starters and block heaters, a great gift idea in December.
- Rust protection and undercoating before the salt trucks come out.
- All-weather floor mats and wiper blades as easy add-ons.
Canadian rules worth knowing: winter tires are required on passenger vehicles in Quebec from December 1 to March 15, and on many British Columbia highways through the winter months. More service ideas are in 25 service department marketing ideas.
Sales: sell the confidence
- AWD and 4x4 spotlights: “Ready for whatever winter brings.”
- Winter-ready used vehicles, with heated seats, remote start and good tires called out.
- Trucks with plows or hitches for contractors. See pickup truck marketing ideas.
- EVs in winter: honest answers about range and preconditioning. See EV and hybrid marketing.
Holidays and year-end
December brings year-end clearances, holiday events and, in Canada, Boxing Day. Plan those campaigns with Black Friday and year-end sales event ads, and add a warm holiday greeting and your holiday hours. See community marketing ideas.
Helpful winter tips
Tips posts earn goodwill and shares, especially on the first cold morning:
- Why tire pressure drops in the cold, and how to check it.
- What to keep in a winter emergency kit.
- How to warm up your vehicle the right way.
- When to swap back to all-season tires in spring.
Timeline
| When | Focus |
|---|---|
| September – October | Winter tire packages, early booking, rust protection |
| First cold snap | Winter checks, batteries, “book now” reminders |
| November | AWD spotlights, Black Friday, remote starters |
| December | Year-end clearance, holiday greetings, gift ideas, Boxing Day (Canada) |
| January – February | New Year event, winter tips, tax refund season starts |
| March – April | Spring changeover and detailing |
The full year is in the car dealer marketing calendar.
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