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Car dealers · Radio advertising

The manufacturer already sold the car, so your spot sells the showroom.

Radio advertising for a dealership buys drive-time spots on the roads your showroom sits on, and because the model is already known, those thirty seconds carry the exchange offer and the delivery date instead. GullySales plans the flight around the dates families take delivery on and keeps its calls out of the portal lead pool.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of car dealers at work in India

What radio advertising means

Radio advertising is a spot, a mention or a sponsorship on a station your buyers listen to on the way to work. GullySales plans the station, band and frequency, and runs search on your own name during the flight so the listener who looks you up afterwards finds you.

Also for car dealers

Sales and marketing for car dealers, the overview.

Last updated 5 Oct 2026.

For car dealers

Where it usually goes wrong, and what we would do.

  • “Three dealers of the same brand want the same listener”

    The national campaign sold the model. What is left for you to say on air is your offer, your delivery date and which side of the city you are on, because the buyer is choosing between showrooms rather than between cars.

  • “The flight stops where the delivery date starts”

    Deliveries cluster on Dhanteras, Ugadi and the days a family treats as auspicious. Work backwards from the day a booking must close to be delivered on the date, and stop the spots there.

  • “The script belongs to the brand before it belongs to the station”

    Most dealers work inside approved wording, supplied music and sometimes supplied audio with a tag for the dealer. Find out what you may say and what you must use before anybody books studio time.

  • “Radio calls arrive in two spikes a day”

    Drive-time spots put enquiries on your desk around nine and again after seven, when the team is already working a queue of portal leads. Without its own line and someone briefed to answer it, the flight cannot be told apart from an ordinary week.

What we do

What we deliver for car dealers.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Station and band plan for your side of the city

    The stations and drive-time bands that cover the corridors feeding your showroom, chosen before a package with free spots in it is quoted.

    Result: Spots run where people who can reach you are driving.

  2. Flight dated back from the delivery date

    A day by day schedule ending when bookings must close for delivery on the auspicious date, weighted to the morning and evening bands.

    Result: Nothing airs in the week when nothing can be delivered.

  3. Script cleared against the brand guidelines

    Wording, claims and audio checked with the brand team before recording, including whether supplied audio has to be used and where the dealer tag may sit.

    Result: The spot runs without a call from the brand team.

  4. One on-air number into the sales desk

    A line used on air and nowhere else, ringing the sales desk rather than the workshop, and logged with its own source in your lead system.

    Result: A radio call is never filed as a portal lead.

  5. Name and model covered on search during the flight

    Search ads on your showroom name, the model and the city while the spots run, because a listener at a signal looks you up that evening.

    Result: The search your spot caused reaches you, not the co-dealer.

  6. Test drives and bookings tagged to the flight

    Calls on the on-air line, home test drives given and bookings taken, counted week by week against the baseline recorded before the campaign.

    Result: The flight is judged on test drives rather than on spot counts.

How the result is measured

  • Spots aired against spots booked
  • Branded search volume during the flight
  • Calls quoting the on-air number

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full radio advertising page

What goes in a showroom spot

A thirty-second dealer spot has room for six things, and everything else stays off the air.

Showroom name and side of the city
Say the dealership name first and last, with the part of the city or the road it stands on. The buyer already knows the car and needs to know where to go.
The model and one offer
Name the model and one benefit the desk can honour, such as an exchange offer, with the date up to which it holds.
The delivery date message
Link the spot to the day families want the car, for example book by a given date for delivery on Dhanteras, with the booking cut-off said aloud.
A road or landmark
Name the junction or landmark drivers pass. Someone stuck at a signal can picture it, and that is worth more than a full address read at speed.
The on-air number, read twice
Give the campaign number slowly twice at the end, and tell the sales desk the name of the spot so the person who answers knows what the caller heard.
Brand-required lines
Add the dealer tag, the terms line and any disclaimer your manufacturer's guidelines require, and leave room for them in the script before it is timed.

Who it is for

This is written for these car dealers.

  • Authorised new car dealerships for mass-market brands
  • Premium and luxury car dealerships
  • Electric vehicle dealers and experience centres
  • Multi-brand pre-owned car dealers
  • Manufacturer-certified used car outlets
  • Commercial vehicle and taxi fleet dealers
  • Dealer groups with several showrooms and workshops
  • Rural and semi-urban dealer outlets

Not for

It is not the right fit if.

  • The brand has not cleared a script for dealers, and a spot written without it cannot go on air.
  • You have no single on-air number that goes to the sales desk, so a listener's call could not be told from any other.
  • You mean to run a spot for a model with a long waiting period, which would only bring calls you cannot satisfy.

How it works

How the radio advertising work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Fix the window

    We agree what has to happen in these weeks, an admission deadline, a launch or a sale, because radio works in short flights.

  2. 2

    Choose the station and the language

    We match station, language and band to who you sell to, and cut the stations that only add a stray sighting. We also decide whether jockey mentions or a sponsorship belong in the plan beside plain spots.

  3. 3

    Write and produce the spot

    The script is written here and produced to the station's delivery format before the deadline, rather than on the station's template.

  4. 4

    Book and hold the schedule

    We coordinate the booking with the station or its agency and treat the written spot plan as the thing being bought. The audio is delivered in the station's format ahead of its deadline, and the first day's airing is listened to.

  5. 5

    Track and reconcile

    Calls to the on-air number and brand search volume are watched through the flight, and the transmission proof is checked against the booking.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Should the spot quote a discount?
Say what the desk can honour, such as an exchange benefit or a delivery date, with the validity dates read out. A rupee figure becomes a promise the moment a customer repeats it at your counter, and schemes change mid-month. Let the desk quote the on-road price when the family sits down.
How long should a festival flight run?
Ten to fourteen days before the booking cut-off, concentrated in the morning and evening bands. Anything thinner and the same commuter hears it once. Anything longer and you are paying for weeks in which the buyer has already booked with whoever called them back first.
Should the spot mention finance or EMI?
Only in wording the manufacturer or your finance partner has approved. Many dealers say finance help is available at the showroom and leave the figures to the desk, since schemes and eligibility change and a figure read on air becomes a promise.
Does radio suit a pre-owned car outlet?
Yes, if the spot names a dated exchange event or a few specific cars. A full stock list cannot be read in thirty seconds, so send listeners to a WhatsApp number or page where current stock is kept up to date as cars sell.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

Further reading for car dealers.

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Everything else we would do for you.

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Or start from the overview: sales and marketing for car dealers.

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