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So there are several ways to sue TXT message:

The advertising way: Text "MYFORD" to 224455 and get information about the new F150 rebate". That is a campaign driving system that intends to collect customer's cell phones.

Then there is the campaign done by collecting or matching cell phones from service customers and soliciting them.

Both of them are sketchy in terms of the legalities and whether they will work or customers will get annoyed if you contact them. BTY a quick search in Automotive news will show a recent expensive settlement by Lithia ($4M) for a text campaign.

Another way to look at text is to use it like chat, email, or a phone number in your website. I sue text a lot, in part because people that don't know me sometimes have a hard time getting my accent and part because when I have a quick question like "do you still have the red and green f150?" I would rather text and get and answer than establishing a long conversation.

I'm surprised that dealers have not adopted this to reach out to the new generations, specially those in metro areas. Buy an iPhone (Spring is $99/month flat) and have it in the Internet department just like you have any other communications tool in there. It will work.