The issue of choosing communication channels by car dealers and their impact on performance indicators is investigated. Despite the significant amount of works which concern studying communication companies, the problem of justifying the application of an omnichannel communication system and evaluating communication channels used by dealers is not paid enough attention in the context of specific features of the automotive industry, which requires additional research in this area. Enterprises need a more stable consumer commitment to their products and their brand. From a marketing standpoint, this means that companies must achieve better results by increasing effectiveness of the marketing communication plan and budget. The importance of each communication tool varies depending on the type of consumer and the general pattern of communication used in the market. The omnichannel approach allows reducing the level of a company’s expenses, since omnichannel carefully coordinates and interconnects all communication channels.