The money is already on the car

Every month, manufacturers put real money on eligible vehicles. J.D. Power and GlobalData forecast average incentive spending of $3,574 per new vehicle in September 2026, 6.9% of MSRP and 7.3% more than a year earlier (J.D. Power, U.S. Automotive Forecast, September 2026).

Your shopper is looking at the payment. The same forecast puts the average monthly finance payment at $821, a record for September, at a 6.66% average rate. If the full average incentive came off a 72-month loan at 6.66%, it would equal about $60 a month (Carumai calculation from the J.D. Power figures).

On an $821 payment, $60 a month is not a rounding error. It only matters if the shopper sees it.

Your shoppers look for the deal somewhere else

Cox Automotive's Incentives Study (2018) put it plainly: consumer familiarity with incentives is low, and over 50% of consumers have little to no familiarity with them. Among shoppers who do research incentives, third-party sites are the top source, used by over two thirds, and 60% research incentives at least weekly while they shop (Cox Automotive, Incentives Study).

Now picture one shopper. She sees a lease special on the brand's website or in a TV spot. She opens your vehicle page. It shows the price. The offer is not there. She starts to wonder: does this store honor it, is their price higher? Then she goes to the dealer who showed the deal, or walks into yours skeptical.

The shopper's side in four steps: spots a deal, checks your site, starts doubting, buys elsewhere
The shopper's side: she spots the deal elsewhere, checks your vehicle page, finds only the price, and starts to doubt.

Your price may have been fine. The offer was simply not where she looked.

What showing one offer properly takes

Here is the work behind a single incentive, and offers change every month:

  • a banner on the homepage, a badge on every matching car in search results, and an offer box on the vehicle page, on desktop and mobile;
  • graphics and videos, in English and in Spanish;
  • posts on Facebook, Instagram, TikTok, Snapchat, YouTube and your Google Business Profile;
  • the disclosure next to every price;
  • a check that each car is actually in stock;
  • removal when the offer ends, and a rebuild when it changes mid-month.

Multiply that by every model with an offer and every rooftop you run. Who on your team has those hours, every month?

How Carumai Incentives solves it

Once it is on, the system does the rest, with no setup work for your team:

  • Finds the offers. Every current OEM incentive for your region.
  • Checks your stock. It only promotes cars you actually have.
  • Creates the assets. Graphics in English and Spanish, and on the fully managed plan, offer videos in both languages.
  • Posts organically. On Facebook, Instagram, TikTok, Snapchat, YouTube and Google.
  • Updates your website. Offer banners on every plan, and on the fully managed plan, the offer on every search results page and vehicle page, desktop and mobile.
  • Runs paid ads, if you want. Paid campaigns on the same platforms, with the same assets.
How Carumai Incentives works in six steps, with organic posting included and paid advertising optional
Six steps, set once. Organic posting is included; paid advertising on the same platforms is optional.

One offer, live everywhere it should be

Take a sample offer, for illustration: a 2026 Passport RTL AWD at $449 a month for 36 months with $5,399 due at signing, or 3.99% APR for 36 months for well-qualified buyers. On the fully managed plan it is built once, then it shows up:

  • on your homepage, as a banner;
  • in your search results, as a badge on every matching car in stock;
  • on the vehicle page, with the offer, the price breakdown and the disclosure next to the car;
  • on Instagram, on Facebook in Spanish, on TikTok and Snapchat, on YouTube and on your Google Business Profile.
The sample offer as a homepage banner and as a badge on matching cars in search results
The same offer as a homepage banner and on every matching car in search results.
The same sample offer posted on Instagram, Facebook in Spanish, TikTok and Snapchat, and YouTube
Same offer, every platform: Instagram, Facebook in Spanish, TikTok and Snapchat, and YouTube.

That is three website placements on two kinds of screens, two languages and six platforms, from one offer. When we built this example, the same offer was running as real ads in Spanish on Facebook and Instagram.

The sample offer on a Google Business Profile, beside real Spanish-language ads for the same lease and APR
Left: the offer on a Google Business Profile. Right: real ads in Spanish for the same $449 lease and 3.99% APR, with the dealership name blurred.

Want to see which offers your own store is missing? Ask for a free Offer Gap Audit.

It maintains itself

Then there is the upkeep. Carumai handles it:

  • Offer expires: the system removes the ads.
  • Offer changes mid-month: the assets update automatically.
  • Stock: only cars you actually have are promoted.
  • Compliance: FTC compliant on every post, page and ad.

You never have to touch it. Your new car manager prices against factory incentives while your used car director prices against a wholesale market, which is why Carumai keeps the two apart, as why Carumai keeps new and used inventory apart explains.

Two plans, per rooftop

  • Website and social. Current OEM offers captured every month, offer banners on your website, and organic posts on Facebook, Instagram, TikTok, Snapchat, YouTube and Google.
  • Fully managed. Everything above, plus offers on every search results page and vehicle page, two offer videos (:15 and :30, each in English and Spanish, two offers per video), and paid ads run for you on every platform. Your ad budget is separate and set by you.

What to do Monday

Open three of your vehicle pages for models that carry an OEM offer this month. Is the offer next to the car, with the disclosure? Then open your Instagram and your Facebook. Is the offer there, in English and in Spanish? Every no is an offer your shoppers cannot see on your pages.

Want the full list? Ask for a free Offer Gap Audit and we will show you every current offer your store is not showing: get your free Offer Gap Audit.

Frequently asked questions

Why put OEM incentives on the dealer website and social feeds?

Because a shopper cannot act on an offer she does not see. A Cox Automotive study found that over half of consumers have little to no familiarity with incentives, and that over two thirds of those who research them use third-party sites. Showing the offer on your own vehicle pages and feeds puts it in front of the shoppers already looking at your cars.

How does Carumai Incentives put offers on my website and social media?

It finds every current OEM incentive for your region, checks which cars you have in stock, creates the assets in English and Spanish, posts them on Facebook, Instagram, TikTok, Snapchat, YouTube and Google, and adds offer banners to your website. The fully managed plan also puts the offer on every search results page and vehicle page and adds offer videos.

What happens when an incentive expires or changes mid-month?

When an offer expires, the system removes the ads. When it changes mid-month, the assets update automatically. Only cars in stock are promoted, and every post, page and ad is FTC compliant.

How much are OEM incentives worth per car?

J.D. Power and GlobalData forecast average incentive spending of $3,574 per new vehicle in September 2026. If that full average came off a 72-month loan at the 6.66% average rate, it would equal about $60 a month.

Sources