Gates, which has two new-vehicle dealerships, two used-only stores and a body shop, sold 1,271 new vehicles and 4,291 used vehicles in 2022.

Its collaborative marketing strategy kicked off in earnest last year, with Cox and General Sales Manager Clint Emberton taking the lead. In March 2022, the dealership group teamed up with Mila Reynolds, a local high school basketball player at the time, to produce social media content that generated more than 12,000 organic views.

The dealership group later attributed three vehicle sales to customers who saw it, based on conversations the buyers had with sales managers, Cox said. In May, Gates partnered with the owner of a local meat market with a large social media following for a giveaway and marketing content.

In August, the group teamed up with University of Notre Dame football player Jack Kiser for a meet-and-greet at its Toyota store, a partnership under new NCAA rules allowing athletes to receive compensation for their name, image and likeness.