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How Volkswagen of America built a Dealer Marketing Program that scales nationally and excels locally
See how Volkswagen of America consolidated dealer marketing funds, approvals, claims and creative execution into one national program supporting close to 650 dealers.
Executive Summary
Volkswagen of America and Sesimi launched the Dealer Marketing Program to simplify dealer workflows, strengthen governance and provide greater visibility across its national network.
Following a rollout of approximately six weeks, close to 650 dealers were onboarded and trained on a single platform for marketing approvals, claims, funds management and compliant creative production.
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Challenge
Volkswagen of America needed to support fast, effective local marketing across a dealer network spanning every US state while maintaining consistent brand and funding compliance.
Existing processes for dealer marketing funds, approvals and claims created delays and uncertainty for dealers. Central teams also lacked timely visibility into marketing activity, fund usage and compliance across the network.
Volkswagen of America needed a single national program that could simplify dealer workflows, strengthen governance and scale without adding operational burden.
The Solution
Sesimi was appointed in late 2022 to support Volkswagen of America across three dealer marketing fund programs: IDM, Co-op and LMF.
A single digital workflow was introduced to take dealers from marketing pre-approval through to final claim. Dealers can submit proposed activity, receive compliance approval, execute campaigns and process claims against their allocated funds within one system.
In June 2024, the three funding programs were consolidated under the Dealer Marketing Program. Creative automation was also introduced, giving dealers access to a governed template library covering 16 retail offers across five marketing channels and more than 50 format variations.
A structured education program supported dealer adoption, while an expanded regional service model improved responsiveness and provided stronger local support across the network.
Result
Volkswagen of America established a scalable national framework for dealer marketing funds, compliance, creative production and reporting.
Rapid national adoption
Close to 650 dealers were onboarded and trained following an accelerated rollout of approximately six weeks.
Greater program visibility
The centralised workflow gives Volkswagen of America visibility into dealer activity before campaigns launch, how funds are being used and whether brand and funding requirements are being followed.
Increased platform activity
Overall submissions increased from 118,358 in 2023 to 147,708 in 2024. Assets created from templates rose from 3,810 in 2024 to 9,201 in 2025, an increase of 141.5%.
Stronger local creative execution
Asset downloads increased from 54,411 in 2024 to 69,022 in 2025. Dealers can now create compliant local marketing more quickly and cost-effectively while maintaining national brand standards.
Read the complete Volkswagen of America case study
Explore how Volkswagen of America consolidated fragmented dealer marketing programs, onboarded close to 650 dealers and scaled compliant local execution through a single national framework.
Volkswagen of America Case Study
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