The automotive industry is one of the most consistently reliable markets in promo, ranking 14^th in the latest State of the Industry rankings with a 4.1% revenue share.

While the market sputtered at the height of the pandemic – production slowed with the supply chain issues and car sales slowed as a result – things have rebounded recently and another slow-down isn’t anticipated any time soon. According to the U.S. Census, an astounding 86% of the adult population drives a car to work, so the market was always destined to stabilize.

With nearly 300 million cars on the road in the U.S., auto-centric businesses are perennially busy, and always in competition with each other. In order to drive traffic to their business and land new customers, they turn to promo products.

Products to Target

When an auto shop puts their logo on a product to give to a customer, they’ve already dramatically increased their chances of landing repeat business. Whether these products improve their car’s efficiency, makes their commute more enjoyable or gives them peace of mind from a safety standpoint, there’s no shortage of ways to reach these customers.

• Keychains – A staple for every driver and homeowner, keychains are one of the most popular products for a reason, as they are used by a large majority of the population and give your brand logo years of exposure.
• Auto Accessories – The opportunities to accessorize a vehicle are endless. Think of phone docks for easy navigation, over-the-seat storage, visor organizers, cleaning supplies, cushions, seat belt shoulder pads and so much more.
• Sun Shades – Especially useful in hot and sunny climates, sun shades are essential for keeping the interior of the car cool while not in use.
• Air Fresheners – This classic giveaway is lightweight and easy to pack or send in bulk to any event.
• Roadside Safety – Every responsible driver needs to prepare for the worst-case scenario, and you can help give them peace of mind with tire pressure gauges, flashlights, ice scrapers, jumper cables and first aid kits.
• Car Wash Equipment – It’s easy to bundle items like cleaning solutions, buckets, sponges, scrubs and microfiber cloths.
• Apparel – You can’t go wrong with uniforms for workers and branded T-shirts for giveaways.

Sales Opportunities

If the first step of a successful campaign is selecting the right products to market your business, the second (and arguably more important) step is to package them in a way that’s designed to make a lasting impression.

Most automotive dealerships and body shops pride themselves on the quality of their inventory. Since they only want the best cars for their customers, it makes sense that they would be drawn to only the best promo products as well. Whether it’s high-end retail apparel that’s built to last, top-quality insulated drinkware to fit in their cup holders, Bluetooth remote accessories and automatic starters or comprehensive safety kits with all the bells and whistles, there are plenty of opportunities to take a step up.

One of the more unique ways to make a splash is to think beyond the automotive industry’s potential end-buyers and think more directly about the automotive workers by packaging employee appreciation gifts. Given the current labor challenges in the industry, automotive businesses are eager to show how much they care for their staff by being mindful of workplace environments and improving morale. Consider bundling gifts like uniforms and safety items to local businesses or pitch them on milestone awards and other appreciation gifts.

It's also important to remember that the auto industry is more diverse and versatile than you might expect. Consider all the different businesses this industry serves (dealerships, body shops, rental agencies, car washes, supply stores, driving schools) and all of their employees (business owners, salespeople, mechanics, customer service associates, instructors). By thinking about the needs of all people involved in this industry, you’ll open yourself up some out-of-the-box ideas, which will lead to new opportunities.

Have you done business with location automotive businesses? What tactics have worked best for you? Share your thoughts in our member-only Facebook group.