Skip to main content





Personalized Partner Onboarding
Create automated and tailored training.

Pipeline Management
Sync deal registration and partner leads with CRM.

Certification Management
Build courses, lessons, and quizzes, code-free.

Market Development Funds
Hand requests, fulfillment, and ROI analysis.

Partner Business Planning
Share, create, and track goals together.

Tiering and Compliance
Incentivize partner performance, automate compliance management.

Reporting and Analytics
Know what drives mutual revenue.

Paid Media Marketing
Connect local partners with local leads via Google.

Impartner Marketplace
Bring “Where to Buy” to your corporate website.

Referral Automation
Effortlessly generate more leads from more types of partners.


Experts Across Industries

Cyber Security

High Tech





Revolutionizing Automotive Dealers: The Power of PRM Tools

In my recent visit to an auto dealer, I had a great discussion about the challenges faced by auto manufacturers and dealerships alike, and how adopting partner relationship management (PRM) tools could resolve many of their issues.

In a fiercely competitive automotive market, car manufacturers face substantial hurdles engaging with their dealer and distributor networks. With increasing competition and diminishing engagement, conveying important updates and incentives becomes challenging. Many partners feel overwhelmed by the influx of information from various manufacturers. Consequently, sales and market share suffer as dealers and distributors prioritize brands with stronger relationships and support.

Due to these challenges, manufacturers may be losing ground to competitors who have built stronger relationships with their distributor/dealer networks. To overcome these obstacles and regain momentum in the market, they need to implement strategies to enhance engagement, communication, and collaboration with dealers and distributors. A PRM can be the solution.

The role of a PRM for auto manufacturers

If you're a car manufacturer managing partnerships with dealers and distributors across the world, here's how a PRM can help you better engage with your indirect partners, automate many of your partnering processes, and generate more revenue for your business.

1. Better communication between parties

PRM software can act as a bridge between auto dealers and manufacturers, offering a streamlined and on-demand channel for important information.

With a go-to partner platform, dealerships can receive timely updates on incentives, inventory, pricing, promotions, and other crucial news from manufacturers. By fostering clearer lines of communication, PRM tools help these indirect partners stay informed and responsive to market changes.

2. Hyper-personalized training and onboarding

PRM platforms provide car manufacturers with tools to manage their dealer network more effectively.

For instance, a company can leverage their PRM for business planning with dealers and provide training and support materials to enhance their ability to sell their vehicles. They can also build personalized training journeys for each type of distributor, ensuring that they get access to just the information they need. This ensures consistent brand representation and customer experiences.

3. Improved inventory visibility

Integrating a PRM into your larger operations can also facilitate better inventory visibility.

With the right integrations, manufacturers can track stock levels across their global supply chain, monitor sales trends, and make data-driven decisions regarding vehicle stocking strategies. This data-driven approach ensures that manufacturers maintain optimal inventory levels based on demand and market dynamics, minimizing overstock and shortages.

4. Maximizing ecosystem collaboration

PRM solutions foster collaboration among various stakeholders in your full partner ecosystem, including suppliers, dealers, third-party service providers, OEMs/ODMs, and more.

This collaborative environment enables better coordination in areas such as marketing campaigns, sales promotions, and after-sales support. By leveraging PRM tools, manufacturers can strengthen partnerships and maximize the collective potential of their network.

5. Access to real-time partner data

PRM platforms provide car manufacturers with comprehensive reporting and analytics capabilities, allowing them to track dealer performance, monitor sales trends, and measure the effectiveness of different marketing initiatives.

For example, they can use a PRM to analyze dealership performance metrics, such as sales volume, customer satisfaction scores, and market share, to identify areas for improvement and optimize resource allocation.

6. Seamless lead distribution

PRM solutions offer robust features for lead management and distribution, allowing car manufacturers to allocate leads to dealers based on predefined criteria.

For example, a company could use their PRM to route leads generated from its website or marketing campaigns to the most qualified local dealers in real-time, ensuring prompt follow-up and maximizing conversion rates.

7. Automated marketing campaigns

PRM systems enable car manufacturers to provide personalized marketing support to their dealers, empowering them to create targeted campaigns tailored to local market needs. They can provide dealers with access to customizable marketing materials, such as brochures, banners, and digital assets, that reflect the brand's messaging and positioning.

With paid media tools, manufacturers can even build ad campaigns directly on behalf of dealers in local markets. They can also share templates and collateral for other marketing outreach efforts, such as email newsletters, social media posts, and more.

8. Better customer experiences

By streamlining collaboration with dealers, optimizing lead management processes, and providing customized marketing support, PRM systems enable car manufacturers to deliver a better end-to-end customer experience.

With a PRM, they can help ensure that customers receive prompt responses to inquiries, timely updates on vehicle availability, and personalized recommendations based on their preferences and browsing history.

Towards a more collaborative future

We grow faster when we work together. The next generation of partner management tools empower auto manufacturers to leverage the strengths of their vast partner networks. With a PRM, manufacturers can streamline operations, strengthen local market presence, and deliver exceptional and consistent customer experiences.

By embracing partner management technology, auto makers can set themselves apart and make it easier for their dealers and distributors to do business with them.

Want to learn more about how a partner management platform can help manufacturers? Set up a personalized demo today to learn more!

About the Author

Mike Cotton is the EMEA Sales Director at Impartner. Mike is a veteran of the technology industry with senior leadership roles in sales, marketing, and channel. Mike has experience setting up and building a technology company from scratch developing all aspects of sales and marketing to launch and rapidly expand the business globally. Mike has always seen partnering as critical to drive rapid growth with any of the organisations he has worked with, whether this is strategic partners, dealers, resellers, distributors, MSP, technology, and referrals they all have a place in the sales ecosystem.

Profile Photo of Mike Cotton