AI and CDPs: The New Frontier in Dealership Service Marketing

Service marketing has always been a tough area for dealerships. When customer information is outdated, systems don’t talk to each other, and marketing lists aren’t accurate, it becomes almost impossible to reach the right people at the right time. Add rising ad costs and shrinking returns, and it’s clear why many dealerships feel stuck.That’s where PureCars’ Customer Data Platform (CDP) and AI come in. Together, they clean up your data, automate your outreach, and help you communicate with customers in a more personal, effective way—ultimately boosting service visits and revenue.

Loyalty is one of the most powerful drivers of dealership revenue—but only if it's activated strategically. A Nissan dealership in the Southeast discovered just how impactful first-party data and automation could be when they set out to engage existing customers from a Nissan North America (NNA) Loyalty manifest list. The goal was clear: turn known customers into returning buyers.

This case study demonstrates the power of a well-executed Performance Max campaign to drive growth and market share. By utilizing geo-targeting and Google’s suite of marketing channels, the dealership was able to reach and convert customers displaced by the closure of a competitor. With the right strategy, dealerships can turn unexpected opportunities into real growth.

In a recent interview hosted by Susan Givens, PureCars CEO Lauren Donalson shared her insights on the biggest opportunities and challenges facing dealerships today. The conversation touched on data, service operations, AI, and what she’s looking forward to continuing conversations around at NADA.

The end-of-year rush is familiar territory for dealerships: metrics lag behind pace, slow starts, aging inventory, declining close rates, flat leads, slipping gross profit, and competitors moving units. The natural reaction is often panic-driven optimization, aggressive email blasts, rushed creative requests to marketing partners, and Monday-morning task armies for BDC follow-ups. The reality is simple: urgency without strategy burns both budget and morale.

Digital marketing has evolved dramatically in recent years. Yet, for many dealerships, the core challenges remain the same: handling leads effectively, maintaining consistent follow-up, and delivering the kind of personalized, always-on communication today’s shoppers expect.High turnover in BDC roles, lack of standardized processes, manual data entry, and delayed responses can all lead to missed opportunities. Traditional marketing methods—like static lists, generic drip campaigns, and manual follow-up—are increasingly out of sync with modern buyer behavior. Shoppers expect real-time, relevant interactions, and dealerships that can’t deliver risk losing them to competitors who can.That’s where AI comes in.

Lauren Donalson, recently promoted to CEO of PureCars, has spent over a decade growing with the company—and now is one of the youngest female CEOs in the automotive marketing space. Reflecting on her early experiences in her family’s dealership, she says, “I absolutely appreciate that my father and the team at the stores treated me the same way any entry-level employee would be treated. It inspired me to learn new skills with tenacity, prioritize quality work, and take pride in the value of my contributions to our stores’ successes.”

Google has announced that the Vehicle Listings on Google feature (formerly Cars for Sale) has been discontinued. This update marks a significant shift in how dealerships can display inventory within their Google Business Profiles. Once the feature is removed, dealerships will no longer be able to showcase live inventory directly in search results — which could reduce visibility for active shoppers if no alternative strategy is in place. But there’s good news: PureCars has proven, data-driven solutions to ensure your dealership continues to reach ready-to-buy shoppers on Google and beyond.

PureCars, the leading customer data and marketing platform for automotive dealers, announced its selection as one of the preferred partners in Nissan’s new AI Lead Nurturing Program. This collaboration will empower Nissan dealerships to significantly enhance customer interactions and accelerate conversions through seamless, personalized, and real-time AI-driven communication, ultimately driving sales and service growth.