"Dealer Ignition has been an incredible, rewarding experience and unlike any other agency out there."
-- Jarrett Morrey, Morrey Auto Group
That is not a line from a pitch deck. It is a direct quote from a principal at one of the longest-running dealer groups in the Pacific Northwest -- a group that has been operating for over 60 years, has seen every marketing trend come and go, and has worked with more vendors than most dealers can count.
When Jarrett Morrey says "unlike any other agency," he is speaking from six decades of institutional knowledge about what works and what does not. This is the story of what Dealer Ignition built with Morrey Auto Group, why it worked, and what other dealers can take from it.
1. The Client: Morrey Auto Group
Morrey Auto Group is a five-rooftop dealer group based in the Lower Mainland of British Columbia:
- Morrey Nissan of Burnaby
- Morrey Nissan of Coquitlam
- Morrey Infiniti of Burnaby
- Morrey Volvo of Burnaby
- Morrey Auto Body
The group celebrated 60 years in business, making it one of the most established dealer operations in the Pacific Northwest. That longevity is not accidental. The Morrey family has navigated recessions, manufacturer restructurings, the shift from print to digital, and the recent wave of AI-powered marketing tools.
2. The Challenge
Before engaging Dealer Ignition in Spring 2024, Morrey Auto Group had been with the same agency for a long time. The relationship had grown stale. The work had become commoditized. And critically, they could not tell whether their marketing was actually working anymore.
Beyond the agency relationship, Morrey faced structural challenges nearly universal across franchise dealer groups:
Fragmented ad spend across too many models. The budget was distributed across the full lineup at each store. Every nameplate got a slice. No single model had enough budget behind it to dominate search.
Creative that looked like everyone else's. OEM-templated ads, stock photography, generic seasonal messaging. The Morrey brand -- a 60-year legacy -- was not coming through in the advertising.
No system connecting marketing to follow-up. Leads came in from Google, from Meta, from the website. But the handoff from marketing to sales follow-up was manual and inconsistent.
No competitive differentiation. In a market where every Nissan dealer runs essentially the same OEM offers, Morrey had no positioning that gave customers a reason to choose them.
3. The Approach: What Dealer Ignition Built
Dealer Ignition did not walk in with a media plan. The engagement started with a complete audit of Morrey's advertising structure, creative assets, lead flow, and competitive positioning. From that audit, DI built a system around four core elements.
The One Price Experience
DI developed, named, and rolled out the Morrey One Price Experience -- a fixed-price strategy that positioned Morrey as the dealer where the price is the price. No negotiation games. No hidden fees. No back-and-forth. This was not just a pricing policy -- it was a complete brand repositioning.
The One Price Experience gave Morrey something no amount of OEM template advertising could provide: a story. A reason for customers to choose Morrey before they ever compared a monthly payment.
The Three Pillar Model
Instead of spreading the budget across every model on the lot, Dealer Ignition concentrated Morrey's spend on the pillar models across every stage of the purchase funnel. Concentrated spend means higher impression share on the terms that matter, lower cost per lead, and significantly more volume on the models that drive gross.
Full-Funnel Execution
For each pillar model, DI built campaigns across five channels:
- The Offer -- Model-specific, built around real inventory and real incentives
- Google Search -- High-intent keywords targeting shoppers actively searching for pillar models
- Catalog/Inventory Ads -- Dynamic ads pulling from Morrey's live inventory
- Display/Retargeting -- Keeping Morrey in front of engaged shoppers
- Video -- Custom creative reflecting the Morrey brand and the One Price Experience
AI-Powered Follow-Up
An AI follow-up system ensured no lead went cold -- contact within minutes, persistent multi-touch cadence across SMS and email, and coverage during evenings, weekends, and holidays when the BDC was offline.
4. The Results
Overall Growth
Since engaging Dealer Ignition in Spring 2024, Morrey Auto Group has seen consistent overall growth exceeding 20% across the group. That number is not a single-month spike. It is a sustained trajectory across multiple rooftops and brands over nearly two years.
From Middle of the Pack to #1
One of Morrey's Nissan stores went from being a middle-of-the-road performer to the #1 Nissan dealer in Canada for year-over-year growth. That is an OEM ranking based on actual sales data. The Morrey Nissan stores now consistently rank in the top two or three in the province, month over month.
Tripled Reach, Doubled Leads -- Same Budget
On the same ad budget Morrey was spending with their previous agency, Dealer Ignition tripled their market reach and doubled their lead volume. No budget increase. Just better allocation, better creative, and a system that connected every dollar to a measurable outcome.
The Leaf Story
When the Nissan Leaf became a strategic priority in Q1 and Q2 of 2026, DI's system scaled immediately. Morrey became the market leader in Leaf sales -- and recently sold 25 Leafs in a single weekend.
That result demonstrates what happens when the Three Pillar Model is applied to a focused objective with concentrated spend and custom creative.
Customer Loyalty and Reputation
Beyond sales numbers, Morrey has built a strong customer retention and loyalty program with an exceptional reputation in their market. The One Price Experience has become a brand identity that customers recognize and trust.
5. What Morrey Says
"Dealer Ignition has been an incredible, rewarding experience and unlike any other agency out there."
-- Jarrett Morrey, Morrey Auto Group
"Regardless of the challenge, Dealer Ignition has been there every step of the way to not only help us tackle it, but to proactively come up with innovative ways to dominate the market."
-- Morrey Auto Group
6. Key Takeaways for Other Dealers
Whether you are a single-point franchise or a multi-rooftop group, the Morrey engagement illustrates five principles:
1. Brand positioning comes before advertising. The One Price Experience gave Morrey a competitive advantage that no amount of ad spend could create on its own. Before you optimize your campaigns, answer the question: why should a customer choose you?
2. Concentrate, do not distribute. The single biggest lever in dealership advertising is budget concentration. Most dealers spread their spend too thin.
3. Same budget, better system. Tripling reach and doubling leads on the same spend is a system outcome, not a budget outcome.
4. The system compounds over time. Morrey's growth compounded over nearly two years because the Three Pillar Model, full-funnel execution, and AI follow-up work together as a system -- each element reinforcing the others.
5. Proactive beats reactive. The best agency relationships are about a partner who is thinking about your business before you ask them to.
7. About Dealer Ignition
Dealer Ignition is an automotive marketing agency that operates at every customer touchpoint -- advertising, creative, brand strategy, AI-powered follow-up, and sales enablement. The company works exclusively with franchise dealerships and dealer groups across North America.
DI's system is built on three components: the Three Pillar Model for budget allocation, full-funnel campaign execution across Google, Meta, and video, and an AI layer (Diablo AI) that handles lead follow-up with the speed and persistence that human teams cannot match at scale.
To learn more, read The Three Pillar Model or contact Dealer Ignition directly.