New Delhi: The automotive landscape in India is experiencing a digital revolution, as Meta and the Federation of Automobile Dealers Associations (FADA) unveil a groundbreaking whitepaper detailing their joint efforts to empower auto dealerships with cutting-edge digital tools. The initiative, part of the ‘Move with Meta’ program, has surpassed expectations by upskilling over 10,000 dealerships, far exceeding its initial target of 3,000 in just two years.
AI, Reels, and Messaging Fueling Sales Surge The whitepaper highlights how AI, Instagram Reels, and messaging platforms like WhatsApp are reshaping customer journeys in the auto industry. A Meta x Kantar study revealed that 72% of new car buyers discovered brands through the Meta family of apps, with 69% crediting these platforms as critical to their purchase decisions. Notably, 48% of buyers used WhatsApp for direct dealer communication, making it the top channel for inquiries and updates.
Game-Changing Dealer Digitization The ‘Move with Meta’ program launched in 2023 has proven transformative for Indian dealerships, driving a threefold increase in digitization. Over 6,000 dealerships were upskilled through hyperlocal campaigns, adding to 3,000 previously upskilled, resulting in a total of 10,000 future-ready dealerships. The program has delivered measurable results, including a 32% improvement in lead generation efficiency and a marked boost in sales for major auto OEMs.
Voices from the Industry
- C S Vigneshwar, President of FADA, emphasized the program’s success: “The whitepaper underscores the potential of AI and messaging platforms to bridge the digital divide in auto retail. This initiative has future-proofed dealerships, ensuring they remain agile in a dynamic market.”
- Saugato Bhowmik, Director of Auto at Meta India, shared ambitions for the future: “By 2027, we aim to upskill an additional 5,000 dealerships, driving deeper digital integration and enhancing customer acquisition strategies.”
Success Stories from OEMs
- Hyundai Motor India Limited reported a 37% sales growth in the second half of 2024 through Meta’s hyperlocal solutions. Leveraging AI-powered Advantage+ Placements, Hyundai achieved an 18% increase in lead volume and a 34% reduction in cost per lead.
- Mahindra & Mahindra Limited set benchmarks with innovative campaigns like WhatsApp-powered launches and AI-driven car configurators, witnessing a 29% increase in engagement and significant conversion improvements.
Reels and Creators at the Helm The whitepaper also emphasizes the growing influence of Instagram Reels and creator content in the vehicle evaluation process. With 72% of buyers finding Reels helpful and 41% actively engaging with automotive content, dealerships have a unique opportunity to boost authenticity and outreach through creator collaborations.
Future Outlook As the partnership evolves, Meta and FADA plan to scale the program further, aiming to upskill an additional 5,000 dealers by 2027. This initiative reaffirms their commitment to bridging the digital gap in India’s automotive retail sector and ensuring dealerships are equipped to navigate an increasingly connected marketplace.
Key Insights from the Whitepaper:
- Discovery and Decision-Making: 72% of buyers discovered brands through Meta apps; 69% used these platforms in their purchase decision.
- WhatsApp Dominance: 48% of buyers relied on WhatsApp for dealer communication, with 47% favoring service reminders via messaging.
- AI-Powered Advertising: Advantage+ Placements revolutionized lead generation, reducing costs by 34% while boosting lead volumes by 18%.
With innovation and collaboration at the forefront, Meta and FADA’s efforts are not just empowering dealerships but redefining how India buys and sells vehicles in the digital age.
