When we think about marketing, most dealers fall into one of two categories: the 3% category or the 5% category. 3% or 5% of ALL revenue you generate should be going towards marketing. If you opened your dealership in the last five years or brought on a new major line in the previous five years, you will be in the 5% category. If you opened your business more than five years ago and haven’t brought on a new major line or moved locations in that time, you will be in the 3% category.