AUTOMOTIVE ADVERTISING & MARKETING

Don

Don’t Settle for Average

JKRAdvertising / Automotive Advertising Advice, Car Dealer News /

May 11, 2015

Don't Settle JKR Automotive Advertising has a message for car dealers: Don’t settle for average. Unfortunately, there are thousands of folks out there who are doing just that. Is it fear of failure, fear of taking a risk, fear of change in general … or something else that is holding you back from making a decision that could quickly change your business for the better? Whatever the case, don’t settle for mediocrity.

When you know in your heart that your dealership’s current status quo isn’t what it should be, it’s time for change … and that change should be JKR Automotive Advertising. You can’t alter what has already happened in the past; after all, the past is a direct result of the decisions you made yesterday. However, you do have the power to change tomorrow by taking a chance today … and retaining JKR Automotive Advertising as your advertising agency.

By virtue of the fact that you’re reading this blog, there’s a possibility you are interested enough to find out more about JKR. You really should find out how we have become one of the top five automotive-only advertising agencies in the country in a few short years. You need to discover how we save our clients big money in the way we buy media for them. It would also behoove you to know how we make sure each client gets what they ordered … every month. And what if you knew what JKR’s clients do that makes them different in their markets?

The Remedy for Average is Here

So here’s the bottom line: you can continue sitting at your desk wondering what would happen if you took a chance, or you can overcome your fears … whatever they might be … and give Eric Tigner a call today at (321) 397-0777. Don’t settle for average!

“Twenty years from now you will be more disappointed by the things that you didn’t do than by the ones you did do. So throw off the bowlines. Sail away from the safe harbor. Catch the trade winds in your sails. Explore. Dream. Discover.” – Mark Twain

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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