AUTOMOTIVE ADVERTISING & MARKETING

Resolution

What’s Your New Year’s Resolution?

JKRAdvertising / Uncategorized /

December 23, 2015

Today’s blog focuses on what your dealership’s New Year’s Resolution should entail. It’s easy to say “we want to sell more new cars, more pre-owned cars and have major upticks in sales in our parts and service departments.” But saying it and making your resolution a reality aren’t the same.

To get there, you need to be different … you can’t be one of those “me too” dealerships. You know the ones we’re referring to; the people who do something just because the dealership down the street does it … or maybe their buddy in their 20 Group does it. But no matter why they do it, they can’t really quantify whether or not it actually works.

When you advertise, be it radio, TV, Internet, print or whatever … it should always be done with a goal in mind. Then when each month ends, you should have the ability to determine the success or failure of your strategies.

JKR: Making Resolutions Reality

Only the most skilled automotive advertising agencies can help you with this. In recent blogs, we’ve discussed the advantages of skilled media buyers and the all-important industry software they use to help dealers make beneficial, informed decisions. These are the people you want on your side going into 2016 … people just like us at JKR Automotive Advertising.

Free Advertising Review

Statistics show that about nine out of every 10 New Year’s Resolutions fail. That’s because people often set unrealistic goals and fall prey to “false hope syndrome” that only leaves you disappointed. But with JKR, we have everything our clients need to realize never-before-seen sales numbers. Just ask our 120-plus clients; they’ll vouch for us!

To find out more about how JKR can help you have an effective, well-balanced advertising strategy, give us a call today at (321) 397-0777 and ask for Eric Tigner. He’ll send you a completely free, no-strings-attached Advertising Review that’ll show you a great deal about your dealership – and some eye-opening stats about your competitors, too!

On behalf of everyone at JKR Advertising, we wish you Happy Holidays and a New Year filled with success and prosperity; and may your resolution come true!

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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