An exploration of automotive loyalty, partnerships, and rewards in the UK and how, by working together and thinking differently, brands can achieve more for less.

The automotive sector has long held a fascination for us at The Wise Marketer – it’s an industry that is worth billions, that touches the lives of people globally on a daily basis and it’s going through a period of seismic change – driven by technological advances, changing consumer needs and habits and tough market conditions.  

“A business that makes nothing but money is a poor business”

– Heny Ford

It’s always been about making more than money and building deep and meaningful connections with customers. From a loyalty point of view, it’s fascinating. We’ve looked at this from many angles previously, most recently, with Comarch in November 2024 when we explored various strategies for retaining customers. In this article, we want to think about automotive loyalty in its broadest sense – looking at how manufacturers, retailers, dealers, EV networks, fuel providers and car and road service providers (from breakdown cover to insurance to accessory stores) can think differently and work together to achieve more. Smart collaboration and partnership thinking can help brands unlock deeper, longer-lasting and more profitable relationships with their customers.

Before we get into how collaboration can unlock additional value, let’s first explore an overview of the automotive loyalty market in its broadest sense:

Market Overview: Exploring Loyalty in the Automotive Sector

The automotive loyalty landscape is evolving rapidly:

• Manufacturers (e.g. BMW, Mercedes) are harnessing connected-car tech to transform single transactions into continuous relationships: from vehicle purchase to service, upgrades, and exclusive access—making loyalty a lifecycle journey.
• Fuel providers such as Shell and BP have led the charge for over a decade, rewarding every litre filled. They’ve launched mobile-first apps, high-frequency rewards, points and milestone programmes, big promotions, coalition partnerships (think: rewards you can cash in across sectors), and even sustainability add-ons like carbon offsets.
• EV charging networks like Podpoint or Instavolt rely less on traditional point schemes and more on referral-driven growth and status-driven perks. However, emerging networks are experimenting with subscription and per‑kWh rewards as EV penetration ramps up.
• Auto retailers are lagging and there are limited programmes. ButretailerArnold Clark is leading the way, gamifying loyalty through monthly prize draws, partner offers, and data-enabled service reminders to foster repeat business long after the sale.
• Roadside assistance providers like The AA or The RAC have long offered loyalty and reward programmes, supplementing services offered with additional value partnerships, price-driven promotions (especially for sign-up) and, through partnerships with schemes and corporates, offering discounts or even free memberships.

Some Case Studies and Exemplars to inspire you:

Shell GO+ Rewards

• Programme Overview: Points-based programmes that members accrue every time they spend and swipe at Shell, whether on fuel or in the forecourt.
• Mechanics: Earn 2 points with every litre of Shell V-Power, 1 point with every litre of regular fuel, and 1 point for every £1 spent on selected store products at participating Shell service stations only. Includes exclusive member discounts and also the chance to earn Bonus points during promotional periods in gamification mechanics like spin to win. General use of points on forecourt items like drinks and snacks from 150 points, 600 points for a car wash and 600+ points for monetary value of fuel (£3, £4 or £5) or 1,000 points for gift cards with partnering brands like John Lewis and Uber.
• Why it works:
  • Simple points mechanic: Easy to understand and quantify.
  • Ongoing Fun Loyalty: With gamified mechanics to chance winning more points, prizes and experiences.
  • Valuable Rewards: Spend points on Shell products like fuel and forecourt items, keeping customers within the Shell ecosystem and encouraging brand loyalty.

Jugro Scarlett, UK Loyalty Partnerships, said, “We’re always interested in exploring ways to encourage new and existing customers to engage or re-engage with the brand. This promotion enabled us to do just that.“

Case Study: Arnold Clark Rewards

• Programme Overview: Arnold Clark Rewards is open to customers who have purchased a car from Arnold Clark.
• Mechanics: All members have the opportunity to explore prize draws, claim instant rewards whilst they last, and tap into always-on rewards regularly.
• Why it works:
  • Variety of Rewards: Something for everyone, from sporting event tickets to supermarket gift cards, and car washes to petrol.Easy Mechanic: No more than 2 steps to claiming your reward or entering a prize draw.
  • Behavioural Change: A simple rewards programme that encourages repeat visits to complete actions, like MOT reminders and mileage updates, to encourage ongoing brand loyalty as well as encouraging cross-selling across the business.

Emily Walker, Arnold Clark Head of Media & Brand Marketing, said: ‘Through Arnold Clark Rewards, our customer loyalty programme, we always look for meaningful ways to give back to our customers, so this collaboration with Shell GO+ made perfect sense. We released it in December, when we know people are looking for a little extra value, and it was brilliant to see how many customers were able to take advantage of the offer. As well as a strong redemption rate, we received great feedback from our customers, so it fulfilled everything we look for in a customer reward.’

Case Study of The AA Smart Benefits

• Programme Overview: The newly renamed Smart Benefits provides offers and discounts to policyholders of breakdown cover and added value rewards to silver and gold members who renew their policy after 1 and 2 years. Rewards are accessible online or via the new The AA app.
• Mechanics: All customers can automatically become members. Rewards are all discounts and offers across categories, including restaurants, days out, car care, travel and The AA products.
• Why it Works:
  • Relevant Rewards: High value offers and discounts across products that provide a solution to everyday car needs like vehicle checks and MOT, to lifestyle with Holiday Extras and Vue Pass. There is something for everyone, regardless of your family status, from restaurants to pub chains and cinema to days out. Also, the vast variety of rewards that are available to take care of your car ensures that The AA is your one-stop shop for all your car needs, retaining customers for the long run.Simplicity: All customers have access to the programme and rewards instantly. The platform is easy to navigate and offers are very clear and with a few steps. Making it a very simple programme for busy customers.
  • Valuable Membership: You don’t have to jump through hoops to gain silver and gold membership or lose your membership because of a lack of points earned, you just have to renew your policy after 1 and 2 years.

Three Examples of Collaboration and Connected Loyalty Driving Real Results

This is exactly the type of integrated thinking the modern driver expects:

Arnold Clark Rewards and Shell GO+ Rewards: A ‘match made in heaven’ partnership. In this brilliant partnership, Arnold Clark Rewards rewarded 100 winning members with £50 worth of Shell Go+ points to spend during the festive season. Rather than delivering a gift card to winners, they were encouraged to sign up to Shell GO+ Rewards and enter a promotional code to receive points to the value of £50 to use on Shell petrol.

Arnold Clark Rewards and F1: A reward that has a natural connection to the car but is also a really fun member experience to brag about! The adrenaline-fuelled reward gave Arnold Clark Rewards members the chance to view a pre-screening of F1 in an Odeon cinema in Manchester, Leeds, Glasgow and Edinburgh. 640 seats were available as an instant claim and booking your seat required a £3 donation to charity to ensure a high attendance.

Image created on WPP Open.

BPMe and Love2Shop: Earn points with BPMe when you spend on fuel or forecourt items, and when a member has gained enough points, they can trade them in for a reward of their choosing like Amazon or M&S digital gift cards. However, the reward choice was significantly made more appealing when the programme partnered with Love2Shop to offer members a digital gift card code to spend at a retailer of their choice from 25 retailers, providing mass appeal and a quick and easy way to reward loyalty.

MINI and Selfridges with Women for Women International: Car manufacturers have a long history of collaborating with high-end fashion brands to create new clothing, accessories and car interiors, like Fiat and Gucci, BMW and Kith, Bugatti and Hermes. But MINI does fashion collaborations that have an impact to people’s lives. Like their 2023 campaign with Paul Smith but more recently the MINI and Selfridges collaboration which helped to raise funds on behalf of Women for Women International, supporting women and girls affected by war and conflict. The experience involved MINI turning up with 6 Countryman’s boot full of pre-loved items, steals and prizes that included MINI merch, a weekend away and Goodwood Festival of Speed tickets.

The power of partnerships helps automotive brands achieve bigger and better results!

The future of automotive loyalty isn’t about locking customers in; it’s about building relationships so valuable and experiences so seamless that customers choose to stay. And increasingly, achieving this level of excellence requires looking beyond internal capabilities and embracing the transformative power of partnerships by thinking bigger. The synergy created when brands work together across different types of mobility is proving to be the most potent fuel for driving bigger, better, and more enduring results in the exciting world of automotive loyalty. We’re excited to see what partnership innovations in automotive loyalty we will see next!