What is OEM Co-Op?
OEM co-op is a manufacturer-funded advertising reimbursement program that pays dealerships back a portion of approved marketing spend, including eligible SEO and digital marketing activities.
At a Glance
OEM Co-Op
OEM co-op is a manufacturer-funded advertising reimbursement program that pays dealerships back a portion of approved marketing spend, including eligible SEO and digital marketing activities.
Full Definition
Co-op programs vary by manufacturer but typically reimburse 50–100% of approved digital marketing expenses up to a capped amount based on vehicle sales volume. Eligible expenses commonly include website fees, SEO programs, paid search campaigns, and display advertising — though eligibility rules change by OEM and model year. Dealers accumulate co-op funds as they sell vehicles; unused funds typically expire quarterly or annually. Submitting SEO spend for co-op reimbursement requires using approved vendors or documented rate sheets that meet OEM compliance standards.
Why It Matters for Your Dealership
Many dealerships pay for SEO entirely out of pocket when their OEM co-op program would reimburse 50% or more of the same spend. Identifying and submitting eligible SEO activities for co-op reimbursement can cut a dealer's net SEO cost in half.
In Practice
Many dealerships pay for SEO entirely out of pocket when their OEM co-op program would reimburse 50% or more of the same spend. Identifying and submitting eligible SEO activities for co-op reimbursement can cut a dealer's net SEO cost in half.
See How Your Dealership Ranks.
Get a free Competitor DNA Report showing how your store compares across Google and AI search.