Force Marketing is extending its reach north of the border. The Atlanta-based automotive marketing and technology firm has been selected to participate in GM Canada’s Customer Sales & Service Retention (CSSR) Choice Program, earning a spot among a limited group of authorized partners supporting GM dealerships’ retention-focused marketing initiatives.

The designation gives GM Canada dealers approved access to Force’s data-driven marketing capabilities—an endorsement that carries weight in one of the world’s most competitive and geographically complex automotive markets.

Why the CSSR Choice Program Matters

GM’s CSSR Choice Program is designed to help dealerships improve customer retention across sales, service, and parts, an area that has become increasingly critical as new-vehicle margins tighten and after-sales revenue grows in importance. For vendors, inclusion signals not just technical capability, but trust—both in performance and in alignment with GM’s broader dealer strategy.

For Force Marketing, the selection positions the company as a go-to partner for Canadian GM dealers looking to modernize how they engage, retain, and grow their customer base throughout the ownership lifecycle.

Cracking the Canadian Automotive Market

Canada presents a uniquely challenging environment for automotive marketers. Regional differences, language considerations, market density variations, and shifting consumer behavior all complicate national-scale campaigns. Force’s inclusion in the program highlights its ability to navigate those complexities while delivering consistent, measurable results.

General Motors remains one of the world’s top five original equipment manufacturers globally, and earning a formal endorsement from GM Canada places Force in a select group of partners trusted to operate at scale while maintaining dealer-level relevance.

What GM Canada Dealers Get

Under the CSSR Choice Program, Force Marketing provides GM Canada dealers with a full suite of retention-focused marketing tools, including:

• Proprietary audience targeting built on first-party and behavioral data

• Dynamic creative designed to adapt messaging across departments and customer segments

• End-to-end retention marketing spanning service, parts, sales, and loyalty programs

The emphasis is on measurable outcomes, not just impressions. Force’s platform is designed to help dealers identify high-value customers, personalize outreach, and drive engagement across every stage of the customer journey.

A Retention-First Strategy in a Changing Market

The timing of the announcement is notable. As automotive retail continues to evolve, dealers are increasingly focused on lifetime customer value rather than one-time transactions. Rising acquisition costs, inventory volatility, and changing consumer expectations are pushing retention to the top of the agenda.

Force’s approach aligns closely with this shift. Rather than treating sales, service, and parts as separate silos, the company positions retention as a connected system—one where data, creative, and channel execution work together to reinforce loyalty over time.

Leadership Perspective

According to John Fitzpatrick, CEO of Force Marketing, the selection reflects a shared vision around dealer success.

“Being selected and endorsed as a trusted provider builds on the alignment between our expertise and GM Canada’s vision for dealer success,” Fitzpatrick said. He emphasized Force’s deep understanding of dealer operations and its history of building partnerships that elevate performance.

Fitzpatrick also pointed to Force’s ability to support the entire customer journey, from initial engagement to long-term retention, through what he described as a “full-cycle digital marketing engine.”

Proven at Scale

Force Marketing’s reputation has been built on scale and consistency. The company currently works with more than 1,200 dealerships across North America, combining data-driven insights with creative execution tailored to local markets.

That track record likely played a role in GM Canada’s decision. In a program designed to standardize quality while still allowing for dealer-level flexibility, partners must demonstrate both operational rigor and marketing effectiveness.

Implications for Automotive MarTech

Force’s inclusion in the CSSR Choice Program reflects a broader trend in automotive marketing: OEMs and dealers are increasingly favoring platform-driven partners that can unify data, creative, and activation under one roof.

As privacy regulations tighten and third-party data becomes less reliable, first-party data strategies and retention-focused marketing are becoming core to dealer growth. Vendors that can deliver measurable ROI—while integrating smoothly with OEM frameworks—stand to gain an advantage.

What’s Next

With its CSSR designation, Force Marketing is now positioned to deepen its presence in Canada while reinforcing its role as a strategic partner for GM dealers. For dealerships, the partnership offers access to advanced retention tools backed by OEM approval. For Force, it’s another step in expanding its footprint across North America’s most influential automotive ecosystems.

As competition intensifies and margins shift, retention-focused marketing is no longer optional for dealers. Force’s entry into GM Canada’s CSSR Choice Program signals that data-driven, full-cycle customer engagement is becoming the standard—not the exception.

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