GM Canada taps Force Marketing to boost dealer retention – John Fitzpatrick

Force Marketing secured a massive win in Canada. General Motors Canada has selected the automotive technology and marketing leader to support after-sales marketing for its dealerships, a substantial expansion of the company’s OEM-certified footprint and a clear signal of where dealer priorities are headed in 2026.

Joining us on the latest episode of Inside Automotive to further discuss what the partnership means for dealers and how Force plans to drive results is John Fitzpatrick, President and CEO of Force Marketing. 

According to Fitzpatrick, the partnership places Force Marketing within GM Canada’s CSSR (customer sales and service retention) choice program, where it will serve as one of four approved options available to Canadian GM stores. The move reinforces the growing importance of retention, fixed ops performance, and integrated customer communication as dealers navigate affordability pressures and longer vehicle ownership cycles.

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OEM collaboration 

The selection process involved a competitive RFP with over 20 agencies, with a few moving forward to in-person presentations in Toronto. Force Marketing stood out for its strong relationships with OEMs across North America and its knowledge of GM brand standards and U.S. dealer operations. The company presented itself as a partner able to align OEM goals with dealer-specific customization and execution.

A key component of Force Marketing’s value proposition is its Audience IQ platform, which enables more personalized, timely, and efficient communication throughout the vehicle ownership lifecycle. The platform emphasizes data hygiene and cleansing within DMS and CRM systems, an area increasingly viewed as foundational to customer trust and effective marketing. Poor data quality, Fitpatrick notes, often leads to misaligned outreach and undermines the customer experience before meaningful engagement can occur.

Force Marketing’s retention focus was further strengthened by its acquisition of Gulf States Marketing (GSM) in January 2021. The integration expanded the company’s lifecycle marketing capabilities at a time when fixed ops was becoming central to dealership profitability. GSM’s long history in retention programs added credibility as Force demonstrated its ability to support both OEM-level initiatives and dealer-specific needs.

“Me and the team were proud that we had record employee retention and record client retention… we want to continue to do what is right for our dealer partners and make sure they’re succeeding in every business unit inside of their dealership.”

The GM Canada win comes after a solid year for both dealers and the company. While 2025 began with concerns tied to tariffs and softer sales forecasts, demand remained resilient. Many dealers reported stable performance, supported largely by fixed ops, which in turn contributed to Force Marketing posting strong results, including record employee and client retention.

2026 opportunities 

Looking ahead, affordability remains a primary concern for consumers entering 2026, driving continued emphasis on used vehicles and after-sales service. As vehicles stay on the road longer, dealers are being urged to fine-tune fixed ops operations, not only to support warranty work but to grow higher-margin customer-pay repair orders. Retention strategies that account for all vehicles sold, including off-brand units, are increasingly viewed as essential.

One of the most persistent challenges across the industry remains execution, particularly lead response time and internal handoffs. While marketing can generate demand, breakdowns often occur as opportunities move between marketing, BDCs, AI tools, and frontline staff. Each transition point represents a risk, and inconsistent follow-up continues to cost dealers’ business.

As Force Marketing expands its role with GM Canada, the partnership reflects a broader industry shift toward retention-first strategies, cleaner data, and tighter operational execution. Dealers that commit to these fundamentals are positioning themselves to compete more effectively in 2026 and beyond.