As we enter the end of the year (and holiday sale season), auto marketers are motivated to deliver “Hail Mary” plays —bold, high-impact campaigns designed to resonate with today’s consumers and drive last-minute wins. This post is the third installment in our Experian Automotive Series, spotlighting what leading marketers are prioritizing in the second half of the year. Our first post unpacked how to measure marketing effectiveness using GA4 and attribution strategies. The second post focused on consumer communication—highlighting how texting, direct mail, and zip code targeting are reshaping engagement. Now, we turn our attention to building Fourth Quarter wins with a marketing playbook. From assigning a campaign “Quarterback” to leveraging CPO and service strategies, this post outlines four actionable plays to help you finish the year strong. Playbooks aren’t just reserved for football season. Well-prepared auto marketers are leveraging strategic frameworks to execute their marketing campaigns seamlessly. Whether it’s navigating inventory shifts, optimizing service campaigns, or refining audience targeting, building a marketing playbook tailored to your goals can turn fourth-quarter pressure into performance. Before you close out 2025, make sure the following plays are called: 1) Appoint a Dedicated in-house “Product User” (aka ‘Quarterback’) Just like a winning football team assigns key roles to execute plays seamlessly, successful marketers must have a go-to leader who knows the tools and resources they’re leveraging. This designated resource can rally your team, collaborate on the right plays, and determine the audiences to target—ensuring your products score big with every campaign. Pro-Tip: With Experian Marketing Engine, success comes when a dedicated Lead user can view their AutoInsights and consistently download AutoAudiences. 2) Data with Direction: Guide Every Play The best football players and the best marketers don’t just ‘set’ a plan and ‘forget’ it. They study footage or analyze trends and adjust based on the challenges they face. As a result, marketers need more than one data source. Passes and assists matters—Autotrader notes, "Today's average car buyer has 62 touchpoints on the path to purchase, but the average dealer only tracks 2.” 1 Dealers, Agencies, and OEMs need to interpret multiple data sources, adopt multi-touch attribution (MTA), and adjust their marketing plan. Being data-guided means using insights with context, deploying targeted campaigns, estimating ROI across touchpoints, aligning with all available data sources— and knowing when to call an audible. Pro-Tip: Stay ahead of the curve and measure the effectiveness of your automotive campaigns with Experian Auto Solutions. 3) Consider CPO and Service as Part of Your ‘Special Teams’ Just like kick returns and field goals can decide a game, your CPO and service strategies can create a margin of victory for a dealership. CPO and Used vehicles are in high demand. Review the stats: CPO sales increased 7% MoM from August and are running 2.6% higher YTD when considering the same period from last year 2 Used cars outsell New ones 2:1 3 When it comes to Service, the cost of a repair order (RO) is increasing, and dealers need to stay agile. According to Car Dealership Guy, “The next era of [Service department] growth probably won’t come from charging more —it will come from operating smarter and more efficiently” 4 Pro-Tip: Explore Experian’s CPO Affinity Audience and Service Affinity Audience to identify customers likely to make a CPO purchase or schedule service within a given timeframe. With a Service Affinity, try:(1) Promoting bundled offers tied to seasonal repair (Cold Weather Readiness Check: Tire rotation + Cabin Air Filter Replacement)(2) Sending timely service coupons or Miles Driven reminders.Encourage customers to choose your dealership. 4) Transparency with Data Integration can make a Dealer an MVP with Customers Between a strong omnichannel experience, Vehicle History Data, and truly understanding customers’ needs, each dealer has to have a competitive edge. Cox Automotive’s, Lori Whittman emphasizes, 80% of Consumers expect to work with a dealer…[customers] want to figure out what they can afford. 5 Create a personalized experience by connecting data and reducing customer frustration. Pro-Tip: Experian is the only primary data source for vehicle data, consumer data, and credit data. Experian Marketing Engine helps dealers reach (I)n (T)he (M)odel (M)arket (ITMM) customers where they are in their purchase journey. With a decline in financing incentives and loan & lease payments increasing 6 lean into EME’s Sales Affinity Audience. Consider targeting customers that have a propensity to lease, finance, or trade in their vehicles (amongst other purchase type options). Key Takeaway: Whether you are a Dealer, OEM, Agency, or Lender, as you close out 2025, remember that success in automotive marketing requires both strategic planning and adaptability with compliant data that fits your unique needs. Remember these 4 Pro-Tips when optimizing your playbook: Assign dedicated platform users Integrate multiple data sources to deliver targeted, effective campaigns Include CPO and Service strategies as essential game-changers Transparent integration can keep your dealership in the end zone Decide where you can capture valuable margins based on trends, consider your data consultants, and collaborate on seamless experiences that meet consumer expectations. Ready for Growth Opportunities with Experian Data? Find out more about the data and solutions you need to make critical business decisions. Connect with Experian Automotive and start engaging with the right audiences at each stage of their car buying journey. Learn More Sources: https://www.coxautoinc.com/insights-hub/autotrader-finds-dealers-miss-key-sales-and-wasted-ad-budgets-with-92-of-vehicle-sales-untraceable/ https://www.coxautoinc.com/insights-hub/used-retail-vehicle-sales-august-2025/ https://news.dealershipguy.com/p/used-car-pipelines-are-transforming-here-s-how-dealers-are-building-multiple-buying-channels https://news.dealershipguy.com/p/service-profits-soar-to-record-highs-but-dealer-pricing-power-has-its-limit-report-2025-08-19 https://www.coxautoinc.com/insights-hub/watch-now-2025-cox-automotive-leadership-roundtable-sessions/ https://www.experian.com/automotive/auto-credit-webinar-form

Three winners were announced at Experian’s inaugural Vision Awards ceremony held on Tuesday, October 7 in front of more than 800 attendees at Experian’s Vision Conference held in Miami, Fla. Figure, PREMIER Bankcard and Members First Credit Union were recognized for their work in artificial intelligence, innovation and financial empowerment. The four-day gathering provided a dynamic forum for exploring the latest innovations shaping the future of data-driven decisioning. “Our Vision Awards celebrate the unique impact financial industry leaders can have when data, technology and purpose align,” said Jeff Softley, CEO, Experian North America. “We are proud to recognize these three organizations with whom we collaborate to drive opportunities and help create change for society as a whole.” The Vision Awards recognize the achievements of organizations that accelerate action. These forward-thinking institutions leverage artificial intelligence, innovation and financial empowerment to drive opportunities and create actionable change for consumers, businesses and society. Recognizing Leaders in AI, Innovation, and Financial Empowerment A panel of interdisciplinary judges reviewed nominations from across industries across the regions, evaluating submissions based on rigor, originality, and impact. The 2025 winners reflect how organizations are leveraging data and technology to advance innovation and inclusion. Excellence in AI: Figure Figure’s submission showcased how it has redefined consumer lending outreach through an AI-driven targeting engine powered by more than 90 machine learning models and 5,000+ behavioral and financial features. By combining Experian’s prescreen data with proprietary insights, Figure delivers highly precise, cost-efficient firm offers of credit — helping it become one of the top three home equity line of credit lenders in the U.S. “This win reflects more than just a successful application of AI. It represents the broader innovative culture deeply embedded in our company’s DNA,” said Ruben Padron, Chief Data Officer at Figure. “Our work with Experian has been instrumental in helping us assess creditworthiness and predict borrower intent with greater precision.” Excellence in Innovation: PREMIER Bankcard PREMIER Bankcard continues to demonstrate how financial inclusion and innovation go hand in hand. From modernizing its technology to reimagining its product suite, PREMIER has made bold strides to serve the underserved and democratize access to credit. “This award affirms our belief that financial inclusion and innovation must go hand in hand,” said Chris Thornton, Senior Vice President of Credit at PREMIER Bankcard. “We’re committed to reaching those who need it most, and Experian has proven to be an exceptional partner in that mission.” With more than 30 million customers served, PREMIER has become a leader in first-time and second-chance credit, while also giving back more than $4 billion to charitable causes through its partnership with First PREMIER Bank and founder Denny Sanford. “We’re here to change lives,” Thornton added. “That’s how we measure success — and that’s ultimately what we’re investing in.” Excellence in Financial Empowerment: Members First Credit Union Members First Credit Union was honored for its commitment to inclusive lending and community development across Michigan. In 2024 alone, the credit union’s programs helped thousands of members access fair and affordable credit, supported 166 community organizations, and contributed nearly $230,000 in donations — backed by 2,000 volunteer hours from its employees. “Our impact demonstrates how mission-driven financial institutions can meaningfully expand access, strengthen communities, and foster long-term financial health,” said Carrie Iafrate, CEO/President at Members First Credit Union. “We’re honored to receive this recognition and inspired to continue helping individuals thrive financially.” Honoring the Judges Behind the Vision The 2025 Vision Awards were evaluated by a distinguished panel of judges representing both Experian and external associations and partners in the financial inclusion community, including: Lisa Cantu-Parks, Vice President of Resource Development, Unidos Jean Carlos Rosario Mercado, Juntos Avanzamos Program Officer, Inclusiv Ian P. Moloney, Senior Vice President, Head of Policy and Regulatory Affairs, American Fintech Council Marc Morial, President and CEO, National Urban League Kevin O’Connor, Senior Vice President, Membership and Sponsorship, Consumer Bankers Association Their expertise ensured that the winners reflect the industry’s highest standards of innovation, integrity, and impact. Ian P. Moloney, Senior Vice President, Head of Policy and Regulatory Affairs, American Fintech Council, and Rhonda Spears Bell, Senior Vice President and Chief Marketing Officer, National Urban League, were at the recognition session at Vision and shared about their organizations and experience serving as a judge. Video messages were also shared from Jean Carlos Rosario Mercado of Inclusiv and Kevin O’Connor of Consumer Bankers Association, who were unable to attend the live event. “I greatly appreciated the opportunity to participate as a judge in the Experian Vision Awards because it provided me a chance to look beyond my usual day-to-day, and understand the myriad of innovations and projects going on to help consumers and the industry,” Moloney said. “The award winners tonight showcase the best of our industry, and I appreciate the opportunity to take part in highlighting their success.” “I’m inspired by the outstanding organizations we’re celebrating tonight – each making a lasting impact in our country and globally,” Spears Bell said. “I want to take a moment to recognize Experian – not only as a valued corporate partner, but as a true ally in our mission to advance financial literacy, stability, and generational wealth.” Looking Ahead: Vision Awards 2026 Experian will continue to champion progress in financial services and across all industries, and the Vision Awards offers one of the avenues through which the industry can recognize organizations driving change through responsible innovation. Submissions for the 2026 Vision Awards open on June 1, 2026. To learn more about this year’s winners and how to apply for next year’s program, visit the Vision Awards page.

Today’s BNPL consumers are showing signs of financial responsibility, offering lenders new opportunities to empower financial futures.