South Florida BMW dealership saw +30.0% market share lift after doubling its streaming investment with Maven.

In a competitive South Florida market where BMW’s regional market share was rising, one BMW dealership, guided by EMG’s Maven platform, increased its streaming investment and outgrew the brand nearly two to one. After 90 days, the store achieved a 30.0% lift in local market share and climbed 13 spots in DMA sales rank.

+30.0%

Local market share lift 90 days after optimization

+43.9%

Local market share lift 6 months after optimization

+13 spots

DMA new car sales rank 90 days after optimization

Challenge

Competing with neighboring BMW stores in a rising luxury market.

The BMW dealership was operating in a highly competitive South Florida market, with several nearby BMW stores vying for the same luxury buyers. BMW’s share of new car sales across the region was rising, and the dealership needed to win buyers from its neighboring BMW competitors to outpace the brand.

The dealership’s connected TV campaign with EMG, managed alongside its ad agency, was well structured, but Maven Analytics, EMG’s reporting and analytics platform, found its monthly budget well below the level needed to compete in a luxury market of this size, limiting how many local buyers its ads were reaching.

Solution

Investing strategically to outpace the brand.

Maven evaluated the dealership’s position against its BMW competitors and profiled luxury demand across its market, drawing on 90M+ historical conversions from EMG dealer campaigns. From that analysis, it set a clear investment target to effectively saturate the luxury market and calculated the market share gain the dealership could expect by moving toward it.

Acting on that recommendation, the dealership nearly doubled its monthly budget, moving substantially closer to Maven’s optimal investment level. With nearly twice the investment, the campaign extended its reach to all of the pre-market and in-market luxury buyers Maven identified within its sales area, putting the dealership’s inventory and offers on more TVs across its market.

Maven then measured the dealership’s performance against the BMW brand regionally, using vehicle registration data to compare the dealership’s share of all new car sales in its local market with BMW’s share across the DMA. Maven Analytic’s Competitor Intelligence insights also let the dealership track each nearby BMW competitor individually, including shifts in market share, sales ratio, days supply, and discount rates.

Results

A 30.0% lift over the BMW brand in 90 days.

Three months after the budget optimization, the dealership had grown its local market share by 62.9%, while BMW’s share across the DMA rose 32.9%. That gap resulted in a 30.0% lift over the brand, along with a 13-spot climb in the DMA’s new car sales rankings.

The momentum carried forward. Six months after the change, the dealership’s lift over the brand had reached 43.9%.

The dealership continues to work with EMG, using Maven to monitor its performance against the brand and spot new opportunities to take additional market share.

Lift = % change in the dealer’s local market share minus % change in its benchmark’s share. Source: Experian registration data via Maven.

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