Car dealership and
automotive marketing.

What we do for car dealerships

We run the channels a car buyer checks between the first search and the test drive. Our team is based in Sydney and works with dealerships in Sydney, Melbourne, Brisbane and across Australia, including LSH Auto, the country's largest Mercedes-Benz retail group.

Australia has about 1.4 million people of Chinese ancestry (ABS census), concentrated in Sydney and Melbourne with a strong presence in Brisbane, and many of them research a car in Chinese before they visit a showroom. Our Chinese marketing agency team in Sydney writes for that audience natively, inside the brand rules your manufacturer sets.

Who it suits

Dealer groups

Several dealerships, often across brands and cities. You need one group voice, a tone for each brand, and local content for each showroom's stock, offers and events. This is how we run LSH Auto.

Single-brand dealerships

One franchise and a sales team that needs steady enquiries. We keep your accounts active with stock, service and people content, and add Chinese-language channels if Chinese-speaking buyers live nearby.

New EV and Chinese car brands entering Australia

Brands such as BYD, XPENG and ZEEKR ask Australians to trust a badge they have never owned. We help build the launch message and run it in English and Chinese.

Importers and distributors

You hold the brand for Australia and your dealers look to you for marketing. We produce central content and campaign kits dealers can localise without drifting off-brand.

What we run for dealerships

Dealership social media

Instagram, Facebook and TikTok, plus LinkedIn for fleet sales. A monthly calendar built around your stock, model arrivals, service offers, events and staff, led by short video: walkarounds, delivery handovers and feature explainers. Scope and pricing are on our social media management page.

WeChat Official Account and 小红书 for Chinese-Australian buyers

WeChat carries the long-form story: model launches, events, service guides and offers. 小红书 is where buyers search for owner experiences and first-drive impressions, which suits a newer or younger brand. Both are written in Chinese from the start. Setup and pricing are on our WeChat and Xiaohongshu marketing page; if you can fund one platform first, read whether to start with WeChat or 小红书.

Creator test drives

We shortlist Chinese-Australian and mainstream creators (KOLs and KOCs) whose audiences live near your showroom, book the car, write the brief, and handle disclosure, approvals and usage rights. A good test-drive video answers what a buyer would ask a salesperson: how it drives, how the tech works, what it costs to run. More on our creator and KOL marketing service.

Paid social for leads

Meta lead ads and retargeting for test-drive bookings, finance enquiries and service offers, with leads sent straight to your sales team or CRM. The same setup produced 294 Meta leads on E3 Energy's bilingual campaign for solar and batteries. See our Meta ads and paid social service.

Localised promotions for each city

Buyers in Sydney, Melbourne and Brisbane respond to different suburbs, events and references. We keep one brand calendar and write a local version for each showroom's offers, stock and events.

Working within OEM brand guidelines and co-op rules

Every dealership sells a brand it doesn't own. The manufacturer sets rules on logos, imagery, model names, pricing and offer wording, and many co-op programs add approval steps. Content that misses those rules gets pulled, and co-op claims depend on following them, so we build the rules in from week one:

• Rules first. Your brand guidelines and any co-op or advertising rules become a one-page checklist our team follows.
• Assets as supplied. Logos, model names and approved imagery are used exactly as the brand provides them.
• Offers checked. Prices, drive-away wording, disclaimers and end dates are checked against the current offer before scheduling.
• Approvals on the calendar. Anything needing brand or co-op sign-off gets it before publishing, with a record of what was approved and when.
• Chinese follows the same rules. A Chinese disclaimer says what the English one says and goes through the same approvals.

If your manufacturer has an approved-supplier list or approval portal, we work inside it.

Worked example: LSH Auto (Mercedes-Benz and smart)

LSH Auto Australia is the country's largest Mercedes-Benz retail group and part of the Hong Kong-based Lei Shing Hong Group. We run its WeChat and 小红书 across two brands, Mercedes-Benz and smart, and six dealerships in three cities: Sydney, Melbourne and Brisbane.

It had three hard parts: six showrooms needing local content under one group identity; two voices, Mercedes-Benz luxury and a younger tone for smart, the all-electric brand LSH added in 2024; and native Chinese content, because translated copy reads as advertising on these platforms. What we run:

• WeChat Official Account as the group hub. A weekly content calendar covering new model launches, dealership events, after-sales service guides and long-form pieces on the AMG, Maybach and EQ ranges.
• A 小红书 account for smart, built from scratch. Lifestyle-first content, test drives across the three cities, and replies to comments and DMs.
• City promotions and events. Dealership offers written for each city and matched to actual stock and seasonal campaigns, plus coverage of launches, test-drive days and VIP customer events.

Read the full LSH Auto case.

Launching a new car brand in Australia

A new brand has a harder job than a dealer selling a familiar badge. Before the first test drive, buyers want to know who will service the car, what it will be worth at trade-in, and whether the brand will still be here later. If dealers answer differently, buyers notice.

What we do, from launch planning to the first dealer openings:

• A messaging playbook. Core narrative, message pillars, proof points and written answers to the hard questions, so every dealer says the same thing.
• A Chinese version written in Chinese, tested on WeChat and 小红书 before launch. A buyer who knows the brand from China and one who heard of it this year need different starting points.
• Launch content and creator test drives timed to each showroom opening, city by city.
• Dealer content kits so new franchisees post on-brand from their first week.

Our guide to launching a new car brand in Australia covers the messaging steps.

How a dealership program runs

1. Free 30-minute session. Your brands, dealerships, cities, OEM rules and what you've tried. If we're the wrong fit, we'll say so.
2. Audit and plan. We review each dealership's accounts, nearby competitors and the platforms your Chinese-speaking buyers use, then propose platforms, a content mix and a budget.
3. Setup. Account access, the brand and co-op checklist, an approval workflow with your marketing manager or dealer principal, and WeChat or 小红书 setup if needed.
4. Monthly delivery. A calendar signed off in advance, then production, community management, creator test drives and paid social.
5. Monthly report. Reach, engagement, enquiries and leads by dealership, and what changes next month.

What does dealership marketing cost?

Price depends on how many platforms, brands and showrooms we run:

• WeChat or 小红书 management: from $3,000 a month for one platform, $5,000 to $9,000 a month for both. Account setup is a one-off $4,000 to $8,000.
• Social media management: $1,000 to $3,000 a month. Programs that add SEO and ads sit in the Growth tier ($3,000 to $5,500 a month) or the Established tier ($6,000 to $9,000 a month).
• Multi-dealership and multi-brand programs: quoted after a free session, once we know the showrooms, brands, cities and platforms in scope.

Creator test drives and paid social are scoped to each campaign. Every engagement is month-to-month with no lock-in and 30 days notice.