What are Tier 1, Tier 2, and Tier 3 in automotive marketing?
Automotive marketing splits into three tiers: Tier 1 is the manufacturer's national brand advertising, Tier 2 is regional advertising by dealer associations or distributors, and Tier 3 is local marketing run by individual dealerships.
The tiers share a brand but not a workflow. Tier 1 runs through the factory's agencies; Tier 2 pools regional money; Tier 3 is hundreds of local teams making fast decisions with shared funds — and it's where brand control and budget visibility are hardest to keep.
Co-op and MDF programs exist to align Tier 3 with the brand: HQ co-funds local activity in exchange for standards and proof.
In practice
Sizle operates the Tier 2/Tier 3 seam — the NSC or distributor supervising, funding, and reporting on local dealer marketing across the network.