AUTOMOTIVE ADVERTISING & MARKETING

2014 Kia Forte Koup

Experts Say 2014 Kia Forte Koup is Best Value in America

JKRAdvertising / Auto Industry in the News /

March 27, 2014

The 2014 Kia Forte Koup has been given the distinction of being a “Best Value in America.” The sporty two-door Kia captured the award in the Compact Coupe segment, according to the leading industry authority on vehicle ownership costs.

Honoring the 2014 Forte Koup is Vincentric, the well-respected automotive data firm headed by President David Wurster. While there were many worthy challengers, the Forte Koup came out on top.

Why the 2014 Kia Forte Koup Won

Vincentric’s studies are exceptionally thorough, as they measure no fewer than eight different cost factors. They are depreciation, taxes and fees, financing, fuel, insurance, maintenance, opportunity cost and repairs.

Once the data has been compiled, Vincentric looks at the vehicles that have lower-than-expected ownership costs when compared to others in a comparable segment. Their data is gathered from all 50 states and Washington, D.C.

Michael Sprague, Executive Vice President of Sales and Marketing for Kia Motors America, was justifiably proud. “Aside from offering a sporty driving experience, world-class design and cutting-edge technology, our award-winning two-door has also proven itself to be an affordable and sensible choice within its competitive set,” he said.

Meanwhile, Wurster was equally impressed with the 2014 Kia Forte Koup. “Kia is known for producing feature rich vehicles at very competitive prices, and the Kia Forte Koup delivers on that promise. It won the Vincentric ‘Best Value in America’ award in the Compact Coupe segment as a result of very competitive pricing, low depreciation, low insurance costs, and due to its excellent warranty and low repair costs.”

About the 2014 Kia Forte Koup

Offered in two trim levels (EX and SX), the 2014 Kia Forte Koup, features a choice of two engines and transmissions. Its long list of technology and safety attributes are one of the many reasons it was chosen head of its class.

The 2014 Kia Forte Koup is available today at Kia dealerships across the country. For more information on this award winner, visit www.kia.com.

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Post-Pandemic Dealer Gross Profits are Down – But They Don’t Have to Stay There!
March 13, 2024
It is no secret that dealer gross profits per vehicle are down sharply in the post-COVID automotive world. According to a recent article in Automotive News, gross profits of the six largest publicly traded dealership groups plunged significantly from Q4 2022 to Q4 2023. One of them was actually down 35% per vehicle!

The article explains: High interest rates, more expensive vehicles and a steadier post-pandemic supply chain continue to soften demand and bring it closer to pre-pandemic levels. Still, new-car buying has remained strong overall …

This means that, while sales volume is similar, overall bottom lines are lower for many dealers due to the reduced gross profits. What about your dealership?

Being Realistic
It’s time to turn the page! The time for dealers to simply be order takers for people willing to pay MSRP for a vehicle (and in some cases more) has passed and dealers have to work hard once again to achieve acceptable gross profits.

Selling a high volume of cars doesn’t control gross profits, no matter how much you wish this was the case. Correct processes and menu pricing – and strict adherence to them – do!

What kind of processes?
∙ Slow down the transaction! Your sales staff has to once again sell the customer on the features and benefits of every new and pre-owned vehicle on your lot.

∙ Your salespeople and managers should devalue the customers’ trade-in value (politely, of course) as much as possible. After all, if the customer expects you to lower your price, shouldn’t you be able to do the same on their trade? Remember, you’ll have to fix it up, put your name on it and resell it to someone else with all the tenacity you would a brand-new car. So make sure you buy it right … because the profit is made when you buy it, not when you sell it!

∙ To that end, management should be ready and willing to leave the desk and do thorough walk-arounds on each trade to ensure the best outcome for the dealership.

The Cure for Low Gross Profits
If you are like a lot of dealers these days, you could use some good news. Here it is: while you may not have the capability to achieve profit margins similar to those you enjoyed during the pandemic, they could likely be improved. JKR’s clients enjoy the benefit of attracting not only more customers, but better ones, too!

If meeting and exceeding your sales goals (and increasing gross profits at the same time) sounds great to you, you need to call us. Don’t settle for reduced gross profits when help is out there to get you closer to where you’d like to be.

Want to know how we do it? Reach out to Senior Partner Richard Brauns (407) 701-4233 or Partner/Vice President Jon Albert (407) 718-2494 today.

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