AUTOMOTIVE ADVERTISING & MARKETING

The Biggest Dealer Pain Points … and How JKR Remedies Them!

The Biggest Dealer Pain Points … and How JKR Remedies Them!

Richard Brauns / All Posts, Auto Dealer Client News, Automotive Advertising Advice, Blog, Press /

November 22, 2024

Unhappiness with Your Current Agency
Traditional or digital, JKR will provide you with a comprehensive, completely free advertising review guaranteed to be eye-opening in many ways. Additionally, JKR is a one-stop shop, so our clients need only interact with one company – and they receive a consistent message across all media channels.

Lack of Foot Traffic and Sales
If lack of traffic/sales is what ails your dealership, turn to the problem solvers at JKR! Our expertise, insight and relationships built with advertising powerhouses gives us unmatched power at the negotiating table. We understand how to send the right message to the right audience at the right time, from the top of the funnel to the zero moment of truth.

Co-Op Submission Issues
Part of the service your agency should provide is properly handling your Co-op. They should not only create ads that are Co-op compliant, but also should understand the process of obtaining these funds from KIA. JKR’s proprietary Co-op software ensures 100% compliance and the fastest claim funding in the industry.

Negative Dealership Reputation
While it can’t be done overnight, JKR can help you repair a bad reputation one sale at a time. When customers hear or see your offers and come in wanting them, you need only take excellent care of your buyers and you’ll see improvement – one review at a time.

Uninspiring Website
Today, your website is much like a second showroom. If it doesn’t stand out from the crowd, you’re losing business, even if you don’t realize it. JKR can help make your Website easy to navigate and, just as important, add a level of “stickiness” that makes customers stay longer, visit more often and, ultimately, make purchases.

If any of these Dealer Pain Points resonate with you, call Richard Brauns today at (407) 701-4233 or contact him via e-mail at rbrauns@jkrads.com. We look forward to hearing from you!

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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