AUTOMOTIVE ADVERTISING & MARKETING

Playing Field

Tilt the Playing Field in Your Favor!

JKRAdvertising / Automotive Advertising Advice /

December 3, 2015

In sports and business, people always talk about being able to compete on a level playing field with the opposition. As an automotive dealer, is that what you really want – just the chance to have a sporting chance to land some customers?

What if there was a way to actually tilt the playing field in your favor, so you’re moving forward with momentum while the other guys fight an uphill battle? It would certainly make things easier for you and your employees.

Everything Changes When the Playing Field is Different

Imagine being able to return your focus to your customers and your employees instead of wondering how and when you’re going to find time for your advertising. Would it not be great to know your advertisements are the most interesting in the market; and best of all, your ad rates are also the lowest? JKR Automotive Advertising can make all this happen, and a lot more.

If JKR Automotive Advertising did not know how to positively impact a dealership’s sales and profitability, we would not have 110-plus clients in more than 80 markets. Dealers who depend on us never have to make knee-jerk reactions to every peak and valley that happens at their stores.

When our clients retain us as their agency, a strategic partnership is formed, long-range plans are implemented, and adjustments are made whenever necessary.

FREE ADVERTISING REVIEW

After reading this blog, you may be just a bit skeptical. We understand. That’s why want you to put us to the test. To that end, we’re offering a FREE advertising review. Call Eric Tigner at (321) 397-0777 and we’ll get right to work for you – with no obligation on your part. Our review not only includes an evaluation of your current advertising campaigns, it also provides you with inside information on what your competitors are doing, too. When you think about it, this alone is worth contacting us! Call us with great expectations, and JKR Automotive Advertising will not disappoint; instead, we’ll tilt the playing field in your favor!

JKR Automotive Advertising: We Move Cars.

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Recent Posts

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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