AUTOMOTIVE ADVERTISING & MARKETING

Palm Springs Kia

Palm Springs Kia Retains JKR Automotive Advertising

JKRAdvertising / Company News, Press, Uncategorized /

January 5, 2015

We at JKR Automotive Advertising are pleased to welcome Palm Springs Kia, the newest member of our ever-growing roster of clients. Palm Springs Kia is yet another member of the Kiefer Auto Group, which owns nine automotive dealerships; five in Oregon, two in California and two in Idaho. Brands offered by the group include Kia, Mazda, Nissan and Volvo.

JKR Partner and Advertising Specialist Richard Brauns, who handles all the Kiefer dealerships that retain our agency, will oversee the account. “Together, the Kiefer Auto Group and JKR Advertising are a great team,” said Brauns. “We’ve proven it with their other dealerships and now we’re excited to bring aggressive TV and radio campaigns to the Palm Springs market. Our creative and production teams are already hard at work.”

The dealership is located at 68130 Kyle Road in Cathedral City, and is led by General Manager Craig Hansen. Palm Springs Kia is committed to providing quality automobiles and services, with customer satisfaction being the ultimate goal.

The dealership’s Internet presence can be found at www.palmspringskia.com. While there, customers can browse the store’s new and used inventories, and even shop by the payment they want. Customers of Palm Springs Kia can also order parts online, schedule service appointments and apply for financing. A complete multi-point vehicle inspection is always included – free of charge – with any service or maintenance work performed.

ABOUT JKR AUTOMOTIVE ADVERTISING

With more than 110 automotive dealerships nationwide, JKR Automotive Advertising is one of the nation’s top-five largest automotive-only advertising agencies. Billing more than $100 million in annual media, we deliver in all aspects of automotive advertising, including radio, TV, print, digital and public relations. For more information on JKR Automotive Advertising & Marketing, please call (321) 397-0777 and ask for Eric Tigner; or visit www.jkradvertising.com.

JKR Automotive Advertising: We Move Cars.

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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.

JKR Automotive Advertising: We Move Cars.

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