The Indian automotive story has never been just about vehicles. It has always been about trust, recall, and the ecosystem of people—dealers, distributors, mechanics, and buyers—that make the industry run. For years, brands have relied on auto loyalty programs and automotive rewards programs to keep these relationships strong.

But in 2025, loyalty is no longer a “good-to-have.” Shrinking footfalls, rising customer expectations, and the relentless pressure to prove ROI mean that loyalty programs have become a core business strategy. The brands that win will be the ones that move beyond discounts and build ecosystems where every interaction is rewarded, measured, and remembered.

A Quick Look Back: The Evolution of Auto Loyalty

In the early days, auto loyalty was largely transactional: Dealers were flown out on annual incentive trips, customers got free accessories or an extended warranty, or mechanics were handed toolkits or appliances for selling more spares.

These programs drove short-term excitement but didn’t build lasting engagement. Manual processes, poor tracking, and a one-size-fits-all approach meant most of them plateaued quickly.

The turning point came when auto companies realized that loyalty isn’t about giveaways. It’s about building influence and recall across every touchpoint—from the showroom to the workshop floor.

Why Loyalty Matters More Than Ever in 2025

Footfalls Are Down, Pressure Is Up
Showrooms aren’t buzzing the way they used to. Customers research online, compare offers digitally, and often walk away before a test drive. Rewards—delivered instantly and relevantly—are the nudge that gets them through the door.

Influencers Hold the Key
Mechanics and retailers still decide which oil, spare, or accessory gets recommended. Without structured rewards, their loyalty drifts to the highest bidder.

Discount Fatigue Is Real
“Zero finance” and “gold coins” are no longer exciting. Customers want value they can feel—fuel vouchers, OTT subscriptions, family day-outs.

Where Consumer Programs Work Best

Today’s car buyers are well researched, compare options online, and often make up their mind before stepping into a showroom. Loyalty programs for this audience can’t be about gimmicks. They need to connect across the entire ownership journey.

Test Drives: The First Barrier
Test drives are where intent turns into experience. Brands that incentivise this step—whether through fuel vouchers, movie passes, or lifestyle rewards—find conversion rates shoot up.

Referrals That Actually Work
Word-of-mouth has always sold cars in India. The twist now is to formalise it. A friend brings in a lead, both of them get rewarded. Simple, effective, and a lot more powerful than a newspaper ad.

Ownership Loyalty
Buying a car is just the start. Servicing, accessories, insurance renewals—these are all chances to engage. A points-based program that covers the entire lifecycle ensures customers don’t drift towards the competition.

Upsell & Cross-Sell
A premium variant, alloy wheels, infotainment upgrades—customers are more likely to buy if there’s something in it for them. Small, well-timed rewards create big-ticket upgrades.

Launch Engagement
Every new model is a moment to create buzz. Gamified quizzes, AR test-drive previews, or instant-win contests tied to auto care rewards keep excitement high and footfalls steady.

Case study: Maruti Celerio Test Drive promo

The Maruti Suzuki loyalty program around the Celerio, positioned as the “ideal urban family car,” needed to encourage more families to step in for a test drive. To make the experience engaging, BigCity designed a simple incentive that aligned with the family-first theme. Customers who test drove the car received an assured reward that could be enjoyed with their loved ones. This approach boosted showroom visits and participation, while strengthening the brand’s connect with its core audience. The program turned a routine test drive into a memorable brand experience.

Where Channel Programs Make a Difference

If customers buy cars, it’s the channels that sell them. Mechanics, dealers, and sales executives are the industry’s silent influencers. And without structured engagement, their loyalty drifts to whoever offers the next best deal.

Mechanic Loyalty
Mechanics decide which oil or spare gets used. Rewarding them for consistent brand preference—through instant rewards, leaderboards, or even learning-based rewards—keeps them loyal without burning budgets. An all-in-one loyalty engagement application will take care of that.

Retailer & Dealer Incentives
The old “annual foreign trip” has lost its charm. Dealers want something ongoing and tangible. Tiered incentives, quarterly contests, and digital-first programs keep motivation alive all year long.

Salesforce Recognition
The showroom floor is where decisions happen. Sales executives thrive on recognition and competition. Smart programs that offer tier upgrades, rewards for quick closures, and gamified leaderboards make a measurable difference to conversion.

Parts & Service Loyalty
Grey-market parts are still a big challenge. By linking rewards to genuine spare purchases and service milestones, brands can protect revenue and keep the channel sticky.

Training That Pays
Certification modules and quizzes linked to rewards not only upskill mechanics and retailers but also deepen loyalty. It’s engagement that doubles up as education.

Case Study: Mahindra eMpower 2.0
The Mahindra loyalty program originally had strong enrolments but struggled with engagement and tracking. With BigCity, it was rebuilt into a digital-first ecosystem that made participation seamless and rewarding. The program introduced simple ways to earn and redeem, along with gamified elements that kept mechanics motivated. Engagement extended beyond rewards, adding value through recognition and learning. The result was a stronger, more active network that built loyalty at scale.

What It Takes to Build a Winning Loyalty Program in 2025

Design for Your Audience
Mechanics, dealers, and consumers don’t value the same things. Tailor your program so that each stakeholder feels seen and rewarded.

Make It Seamless
From sign-up to redemption, the journey must be mobile-first, frictionless, and instant. If it takes 10 steps, you’ve already lost them.

Curate Rewards That Resonate
No more “dusty hampers.” Think fuel cards, entertainment packages, travel & staycations, health & wellness perks, lifestyle shopping vouchers, or gourmet dining experiences—rewards that fit into daily life and feel premium.

Gamify Engagement
Leaderboards, tier upgrades, referral bonuses—these aren’t gimmicks, they’re proven motivators that drive sustained participation.

The BigCity Advantage

With over 18 years of experience powering India’s leading auto brands, BigCity brings together rewards, technology, and execution into one seamless engine. Our expertise ensures auto loyalty programs aren’t just launched, but scaled with transparency and ROI.

Automotive loyalty has come a long way from annual dealer trips to real-time digital ecosystems that bind every stakeholder together.
Loyalty if reimagined the right way, will be a part of a brand’s growth strategy. And with BigCity’s expertise, India’s auto brands can stop chasing discounts and start building relationships that last beyond the festive season, beyond the sale, beyond the showroom.