Most dealerships send offers when stock needs to move. True personalisation flips that logic. The most effective campaigns anticipate when a customer is ready to buy, not when you are ready to sell.

Predictive data can now map a customer’s likely replacement cycle by combining past purchase dates, finance renewal schedules, and online engagement patterns. That means marketing that feels intuitive rather than intrusive.

Steve Larkin, MD at Ebbon Intelligence, explains:

“The art is in timing. If you contact a customer the week before they start thinking about a new car, you are a trusted guide. If you wait until they have already decided, you are background noise.”

Mass bespoking means using data to serve the right message at the right moment, automatically. It’s not about volume, it’s about precision.

But precision has to be ethical. Poor timing or irrelevant offers feel like spam. Predictive intelligence must always be paired with transparency, so customers feel understood, not watched.

Done right, the result is powerful — marketing that reaches people when they are most receptive, and a buying experience that feels effortless and human at once.