Custom content that's specific to the dealership is not an option -- it's the only method. That includes every digital asset you have from your website to your Google Ads to your social media, and it's not even just the written word. Content is the message that you want to deliver and the means, modes, and methods by which you deliver it. So whether it's images or text or video, things need to resonate for the consumer and create a seamless journey from online to in-store.
Keep in mind that content isn't king. Relevance is king. And you cannot create relevance with duplicate and stock content.
Oh, and a side note while we're on the topic of content itself. It also drives me crazy when dealerships use "hassle-free" and "haggle-free." That's called negative priming, and it's a concept that's as old as advertising itself. They even wrote books about it in the 70s.
Negative priming, in this context, is taking language that evokes a negative emotion from a past experience or known stereotypical experience. For dentists, it's "pain-free dentistry." In automotive, it's "hassle-free" and "haggle-free." When you use that language, you think that you're letting consumer know that you're not the "typical" dealership. What you're actually doing is negatively priming them on your website. Guess what word out of "hassle-free" sticks with them? And guess what they start thinking about?
Now, does that mean 100% of your visitors will bounce today because of that? Of course not. But why even risk losing one potential shopper because of lazy or misunderstood copywriting?
