The recent years have signaled a turning point for the automotive industry. Car manufacturers, dealerships, repair shops, and even car-rental services find themselves in a situation where they have to introduce new, disruptive measures to not only stay ahead of the competition but also to stay afloat. Automotive loyalty programs are one such solution, capable of driving both engagement KPIs.
Coalition programs and subscriptions are already on the rise, with gamification just beginning to take hold. Brands like Nissan, Ford, Europcar, and Hertz entered the chat with next-level partner rewards, app-based rewards programs, and hybrid tier systems. Take a look at what 8 industry-leading brands are doing and take your own automotive loyalty program to the next level!
Ready to see how Antavo’s AI Loyalty Cloud platform helps automotive industry brands grow their ROI? Make sure to book a demo with our experts!
Key Takeaways – TL; DR
- Automotive customer loyalty programs are designed to target the specific needs and challenges of the automotive industry
- Connected car technology offers many new reward opportunities
- B2B loyalty programs and partnership rewards are also gaining traction
- Learning how to incentivize data sharing through the loyalty program is critical
- 8 automotive loyalty program examples for inspiration (manufacturers, dealerships, car parts, rentals)
Table of Contents
For an impressive collection of statistics as well as future industry trends to help you navigate the world of next-gen loyalty programs, download our Global Customer Loyalty Report.
What Is an Automotive Loyalty Program?
Automotive loyalty programs are specialized customer retention tools designed for car brands and manufacturers, dealerships, rental services, and car part retailers, geared toward both B2B and B2C infrastructures, leases, and sales. Automotive industry loyalty programs are built to offer convenience and speed, with major benefits often dollar-to-point savings, including free services, and priority reservations.
Whether we’re talking about car manufacturer loyalty programs, dealership loyalty programs, or car rental loyalty programs, the overarching goal is generally to increase automotive customer lifetime value for the company. Still, different types of automotive loyalty programs can be tailored to drive the individual KPIs of a specific brand, such as boosting personalization, raising brand awareness, increasing social media presence, and so on.
“Personalisation is the real secret to achieving maximum brand loyalty. Why? Because buying a car is not like other consumer goods. The period of time between one purchase and another is very long. So by creating targeted and personalised engagement opportunities with your customers over a period of time, in-turn, you will inspire brand loyalty and drive long-term retention.”
Here are some examples of how an automotive loyalty program may take shape:
- Commitment-based loyalty program: In this case, members receive a discount on their vehicle purchase, but in exchange, they commit to using the company’s services and network, to installing and using any required apps, as well as activating and using connected car technology to share data.
- Membership-based loyalty program: The aim here is to nurture customers through members-exclusive content, such as exclusive offers and priority service. Anyone can join. But there are no discounts, as the goal is to make sure the brand is the first on customers’ minds when it comes to making a purchase or using a service.
- B2B loyalty program for partners: This type of automotive loyalty program provides special benefits and rewards for partners, suppliers, and subcontractors rather than customers, in order to boost the performance of these companies and strengthen the relationship within the partnership network.
- Loyalty program for the auxiliary services: A coalition-based program that covers rentals, car sharing, body shops, car repairs, and other supplementary services, allowing customers to earn points from one brand and then redeem them for a reward with another.
Why Customer Loyalty in the Automotive Industry Matters
In order to understand what type of loyalty program features and technologies make the initial concept more complete, it’s important to understand the needs and challenges of the companies in this vertical. Customer loyalty in the automotive industry has become increasingly critical, prompting brands to focus on sustainable business models and prioritize customer retention over acquisition. Car brands currently face rising acquisition costs, long purchase cycles, complex ecosystems, fierce competition, evolving technology, and low purchase frequency.
This results in 3 major pain points:
- Lack of touchpoints with customers.
- Lack of customer data.
- Lack of ability to influence customer behavior.
All the above needs to be factored into your base automotive loyalty program concept, or taken into careful consideration before redesigning your existing program. Our free, downloadable Concept Worksheet will easily guide your through the most important steps.
The Biggest Customer Retention Challenges for the Automotive Industry
On one hand, because of the high-value purchases associated with buying an automobile or having it repaired and modified, car companies and dealerships have a limited time window to engage with their customers. This makes it difficult to collect reliable data on vehicles, preferences, driving habits, and so on, which makes personalization a challenge. Plus, having so few touchpoints makes it difficult to educate buyers and foster brand loyalty.
Luckily, there are a number of technologies that are about to revolutionize the industry. Connected car technology, in particular, will allow more sophisticated vehicle management by subscribing to features such as intelligent parking. This not only allows for more consistent engagement with customers, but it also prompts customers to use the brand’s smartphone app more frequently, which in turn opens up the possibility to send push notifications.
“As the connected car becomes more prevalent it is going to be easier for OEMs to run loyalty schemes. Adding a loyalty program that gives the customer something back will make it more likely that the customer will choose the dealership rather than a third party garage. The location-based element of the connected car also opens up more opportunities. If the OEM has an agreement with a big coffee shop brand (for example) it could drive customers to their preferred brand and continue to earn points or redeem rewards outside of the traditional relationship with an OEM.”
The 3 Best Loyalty Program Types for Your Automotive Loyalty Program
While figuring out your loyalty program concept, one of the key elements is obviously going to be your base structure. Will it be a free membership, where car owners are automatically signed in, or maybe a paid subscription offering exclusive deals and perks, or perhaps you’re joining forces with related auto-industry players? Whichever option you choose, your number one priority should be proficient data collection! Here’s the lowdown on what loyalty structures the industry leaders are leaning into right now:
Automatic Membership With Add-on Perks
Let’s start with probably the easiest option: A free membership concept, every new vehicle owner is automatically signed into. This eliminates the hassle of getting people into the program, but could also put a financial strain on the company if rewards were to be given out freely.
In order to circumvent this, introduce lower ticket partner rewards attainable for members through survey completion. This way, they are basically paying for rewards with their data, and we all know there’s nothing more valuable out there.
Subscription Program
Following Amazon’s lead, more and more manufacturers and car rental loyalty programs are switching to monthly subscription fees. This model is obviously a lot more sustainable for the company, but only if done right! Customers expect extra high value to go with any recurring fee, which means you need to offer truly desirable benefits.
In the case of the automotive industry, such subscription benefits may include priority roadside assistance, free maintenance, free vehicle upgrades, enhanced navigation systems, or added-on entertainment apps.
Coalition Program
Coalition loyalty programs can go in two directions for car rentals, manufacturers, or dealerships. One is to unite several brands of the same segment under one virtual roof. In the automotive industry, this could strengthen the relationship and drive purchase frequency between manufacturers, dealerships, repair or bodywork garages, and even forecourts. The other is to join already established coalition programs. For example, a program between an aviation company, a hotel conglomerate, a travel agency, and a coffee house could naturally welcome a car rental business into their fold.
An important detail you need to factor in here is the currency. Will every point earned be redeemable at every player in a 1:1 ratio, or will points collected be simply “transferable” at a pre-agreed rate?
The Best Loyalty Program Features to Help Your Automotive Company Stand Out
Car rental loyalty programs, dealership loyalty programs, and car brand loyalty programs are all made from a number of building blocks. If you wish to stand out and capture people’s attention, all of these elements must be implemented seamlessly. Here are some of the most relevant features for companies aiming to launch a stellar automotive loyalty program.
Partner Rewards
One of the most alluring aspects of a car or dealership loyalty program is the variety of rewards that are available through partners. Loyalty participants can enjoy benefits like a free treat or drink at their favorite forecourt or get a large discount on car parts at a body shop. Even high-ticket items are on the menu; for example, Europcar offers a 15% discount at Accor hotels. The reward catalog of a car or dealership loyalty program is all about convenience, so make sure to utilize the partnership network to its full extent.
Gamified Data Collection
One big challenge for automotive companies is the lack of personalization due to a lack of customer data and engagement. To remedy the issue, consider creating a survey about people’s driving habits, vehicle preferences, financial status, likes and dislikes regarding partner services, or other preferences. Then use the loyalty program to give people an incentive to complete it.
Using an advanced profiling system, you can create customer tags based on the answers to fuel your segmentation process. Or update customer profiles directly based on the answers. Either way, the data you earn will allow you to send out more relevant emails.
Connected Car Tech Rewards
In the future, smart vehicles will be managed through over-the-air tuneups, allowing drivers to manage smart functions for their vehicles on the go. During the early adoption phase, you can help introduce your audience to this technology by giving loyalty program members free trials as a reward. For instance, you can offer enhanced driving assistance for a week to new members, which they can extend by spending loyalty points.
Mobile Engagement
A dedicated loyalty app (featuring a digital loyalty pass) can act as an engagement hub, drastically increasing the number of touchpoints you have. For one, the app alerts members about the latest deals, offers, and news regarding the loyalty program. The app can also be used to manage services, local partner companies, redeem rewards, fill in quizzes, and receive weather reports. Besides the loyalty app, consider implementing a Mobile Wallet, which stores the digital loyalty card, alongside event tickets and reward passes.
8 Inspiring Automotive Loyalty Programs & Dealership Reward Programs
Here’s a list of real-world automotive customer loyalty programs and dealer loyalty programs as inspiration.
1. Enterprise: Enterprise Plus Membership Program
3 highlights from the Enterprise Plus membership program: Global, earn&burn, tiered program
Founded in 1957, Enterprise is a rent-a-car service that’s available in over 8,000 locations worldwide. The company operates a customer-centric loyalty program that combines earn & burn mechanisms with a tiered system.
- Spending $1 equals 1 point, which can be used to lower the price of future car rentals (or get a free ride altogether).
- Points expire every 3rd year, which can be extended with a single eligible rental.
- There are four tiers total, which require either a set number of rentals or an overall rental period.
- Tiered benefits include higher point conversion rates and free car updates.
Why it works:
- Car rentals are more frequent than car purchases, which is why the earn & burn model still works.
- Still, in this industry, it’s highly recommended to have a multi-year expiration for points.
- Tiers are excellent ways to keep customers’ interest for longer periods of time
2. Ford Motor Company: FordPass Rewards Program
3 highlights from the FordPass Rewards loyalty program: US + Canada, earn&burn, bonus point campaigns
American multinational car company Ford has been a trailblazer in the industry since the very beginning. An innovative force, Ford has introduced a 3 tier digital loyalty program, called FordPass Rewards, to reward loyal drivers in multiple ways.
- Customers can earn points (10 points per $1 spent) by spending money at Ford, and redeem them for Ford Service, Ford Accessories, and Ford Parts at participating dealerships.
- Tier System: Three tiers, Bronze (1 activity), Silver (2–4; +5% points), Blue (5+; +10% points) per calendar year.
- Using the FordPass app, drivers can request 24/7 roadside assistance.
- Bonus points for a limited-time campaign on purchases, such as tier sets.
Why it works:
- Car brands should utilize their partnerships so that customers can earn points for a variety of purchases.
- Well-crafted tier system constantly incentivizes progression and engagement.
- New promotions like tire, battery rebates, and bundled package benefits keep the program feeling fresh.
3. Advance Auto Parts: Speed Perks Rewards Program
3 highlights from the Speed Perks loyalty program: US, fuel rewards, mobile app + SMS
Advance Auto Parts’ Speed Perks Rewards Program is a clever spin on a “classic” automotive loyalty program, where financial benefits take center stage. In this program, customers get to redeem their hard-earned points at participating Shell fuel stations as well, creating the ultimate comfort ecosystem for drivers.
- Members earn 10 points per $1 spent, plus when they hit 500 points, it unlocks $5 in Perks Bucks and $0.20/gal in gas savings at Shell.
- It features 3 membership tiers: Club, VIP, and Elite, with advanced earning ratios and perks like stackable app-only rewards.
- BOGO deals, discounts on top brands like Meguiar’s, and bonus points on popular products keep the savings rolling.
Why it works:
- The program combines auto part discounts and fuel savings for daily relevance.
- Tier structure motivates repeat spending and higher engagement.
- Mobile app and SMS (still a popular option in the US) make rewards easy to track and redeem on the go.
4. National Car Rental: The Emerald Club Program
3 highlights from the Emerald Club loyalty program: Global, free, premium perks
American rental car agency, National Car Rental, introduced its free-to-join Emerald Club loyalty program to deliver exclusive perks every time customers rent, with no extra hoops to jump through. Perks are tailored to an audience of frequent travelers who value speed, control, and convenience
- Members earn 1 rental credit for every qualified rental, plus a Free Rental Day after 7 credits are collected.
- Travellers get to seamlessly enjoy perks by downloading the National Car Rental app.
- Members get to enjoy priority service, reserve their chosen vehicles, Emerald Checkout, and Emerald Aisle services.
Why it works:
- Counter bypass and priority service will always be a popular benefit for travellers.
- Enrollment is free, yet the perks feel premium.
- The app enables a fast rental facility locator and full control of available services.
5. Europcar: Privilege For You Loyalty Program
3 highlights from the Privilege For You loyalty program: Europe + AUS + NZ, hybrid, partner rewards
In the world of the best car rental loyalty programs, Europcar’s reward system deserves a spot. The company has a hybrid-style program, with permanent perks available for everyone who joins, coupled with a 4-tiered system for long-term engagement.
- All members are eligible for 10% off the public rate, 1 point per €1 spent, special offers, and up to 15% off at Accor hotels.
- Members get to enjoy reward pools, value-off coupons, surprise rewards, free car upgrades, and additional driver benefits.
- Top-tier members can double the complimentary car upgrade, point acceleration, priority service, and more.
- A wide array of bonus point-rewarded actions (online check-in, renting electric vehicles, package bookings) is helpful in targeting specific customer segments.
Why it works:
- Partner rewards like hotel discounts are universally appealing to loyalty members.
- Hybrid model (instant + tiered rewards) caters to frequent and occasional renters alike.
- Bonus points for creative tier names: Discoverer, Traveller, Adventurer, and Navigator.
6. Nissan: MyNISSAN Rewards Loyalty Program
3 highlights from the MyNISSAN Rewards loyalty program: US (dealership level), earn&burn, service-centric
Japanese auto company Nissan has dealerships all over the world, and to make the experience even more fulfilling for customers, the company launched its MyNISSAN Rewards loyalty program, rewarding loyalty members for taking care of their vehicles.
- Customers earn points for spending money on vehicles, parts, and services, according to dealership-specific terms.
- Rewards Points can be redeemed in a 1:1 ratio for services, like oil changes and tire rotations, car parts, accessories, and go toward the purchase of vehicles in select dealerships.
- Enrolled members in the Nissan loyalty program also get to enjoy special members-only offers.
Why it works:
- 1:1 point-to-dollar value makes rewards easy to understand and apply during service visits.
- Service-centric rewards align perfectly with customer behavior: taking care of the vehicle comes naturally.
- Making the program more multifaceted, members also get to collect points for online retail purchases at partners.
7. Fred Beans: AutoRewards Loyalty Program
3 highlights from the AutoRewards loyalty program: US, transferable points, non-transactional earnings
Fred Beans is a family-owned and operated dealership business that caters to drivers in the greater Philadelphia area. With more than 25 dealerships supplying 18 vehicle brands, the company set out to deliver additional value to customers in the form of a loyalty program.
- The program focuses heavily on discounts, as each loyalty point can be redeemed for a $1 discount (up to a total amount of $2,000).
- Gift certificates are unlocked upon hitting the 200, 350, 500, 750, and 1,000-point milestones.
- Specific benefits can be transferred to immediate family members.
- Customers can also earn points for non-transactional activities, such as referring a friend, downloading the company’s loyalty app, or visiting the service.
Why it works:
- Rewarding not just members, but also immediate family, unlocks a special comfort level for members.
- Bonus point campaigns incentivize purchase activities, such as tier bundles.
- Rewarding non-transactional activities helps to keep buyers close to the brand between two purchases.
8. Hertz: Hertz Gold Plus Rewards® Program
3 highlights from the Hertz Gold Plus Rewards® loyalty program: Global, app-based, hybrid
Hertz takes car rental loyalty programs to a new level, with laser focus on convenience benefits. The brand created it’s Gold Plus Rewards® loyalty program with the single-minden goal of making loyalty members travel easier, faster, and a lot more comfortable. Tier memberships, and perks all revolve around these values.
- App-based, digital membership program with a free (Gold), and two paid (Five Star, President’s Circle) tiers.
- Classic earn&burn base, with members in the base tier earning 1 point for every $1, and higher tier members enjoying 1.25 and 1.5 earning ratios for every $1 spent.
- Comfort perks include: Skip the Counter, member-exclusive car options to rent, and free car upgrades.
Why it works:
- The concept is simple, but effective; every aspect revolves around providing comfort for travellers.
- The app-based design ensures easy access and seamless redemption.
- The hybrid system creates a more tailored experience for members, both those who are willing to pay extra and those who do not.
Choosing the Right Automotive Loyalty Program Software
When selecting technology to power your automotive customer loyalty programs, car brands and dealers should prioritize:
Essential Features for Car Dealership Loyalty Programs:
- API-first architecture for seamless integration with existing automotive CRM systems.
- Connected car compatibility to leverage telematics and IoT data.
- Multi-location support for dealer networks and franchise operations.
- Advanced segmentation based on vehicle ownership, service history, and preferences.
- Partnership management for coalition automotive loyalty programs.
Why Antavo Powers Leading Automotive Loyalty Programs:
- Proven experience with automotive customer loyalty programs.
- Flexible platform, able to support both B2C car brand loyalty and B2B dealer programs.
- User-friendly dashboard and Workflow creation.
- Comprehensive gamification modules for enhanced engagement.
- Expert insights on automotive industry best practices.
Whether you’re launching your first dealer loyalty program or optimizing existing automotive loyalty programs, choosing the right technology partner ensures long-term success in building customer loyalty in the automotive industry.
There Are No Speed Limits on the Road to Success
Automotive customer loyalty programs provide so many opportunities to propel your brand towards success by fostering true customer loyalty. We are always ready to showcase our sophisticated loyalty solutions and robust API capabilities during your vendor selection process. Book a demo of Antavo’s loyalty program software to see how we can help build customer loyalty in your automotive business.
And don’t forget to download Antavo’s Global Customer Loyalty Report, an in-depth report that showcases dozens of statistics as well as future industry trends to help you navigate the world of next-gen loyalty programs.
