DALLAS — Dealer software provider DealerSocket Inc. announced that Volkswagen has tapped DealerFire to drive a new digital advertising initiative aimed at helping franchised dealers grab a bigger share of the $350 billion U.S. vehicle repair market.

DealerFire will offer three packages under the Volkswagen Service and Parts Advertising program that are eligible for a 50% retail co-op reimbursement. Each package will include content development and a mix of social, display, and search advertising, including the ability to promote service offers and specials directly on Facebook.

Participating Volkswagen dealers will also utilize DealerFire to reach and target customers on the Google Display Network who are either searching for repairs, maintenance services, or are most likely in need of service work, all according to the announcement.

“Every month, consumers register over 200 million Google search queries for parts and service. However, franchise dealers capture just 30% of what consumers spend annually on vehicle repairs,” said Brian Wagner, general manager of DealerFire. “Volkswagen is putting its best digital-merchandising foot forward with a comprehensive program and has asked DealerFire’s award-winning software to drive it.”