AUTOMOTIVE ADVERTISING & MARKETING

Key Questions Every Struggling Dealer Should Ask

Key Questions Every Struggling Dealer Should Ask

JKRAdvertising / Auto Industry in the News, Automotive Advertising, Automotive Advertising Advice, Automotive Marketing /

April 26, 2019

If your dealership isn’t performing at the level you expect, it’s time to look in the mirror and ask yourself some difficult key questions – ones just like the eight listed below. If you do not have a satisfactory answer for each of them, it may very well be time for you to contact us.

(1) Why are my current advertising strategies not producing a sufficient amount of sales?

(2) Why are other dealerships getting so many customers while I am getting less than my fair share?

(3) Have I properly evolved along with the changing automotive landscape?

(4) What is the #1 guy in my market doing, and why?

(5) Is my advertising budget appropriate for the kind of results I expect?

(6) Am I getting the most “bang” for my advertising bucks?

(7) Is my advertising message being delivered to the right people/in the right manner?

(8) Do I know with 100% certainty I’m receiving all the advertising I purchase each month?

A capable automotive advertising agency like JKR is the key to bringing more business to an automobile dealership. If you are ready to kick your sales and foot traffic into high gear, call Richard Brauns at (321) 397-0777 or reach out to him via e-mail at rbrauns@jkrads.com today. He’ll give you all the details on how you can go from struggling to thriving in practically no time. It’s not unheard of for our new clients to see significant sales upticks in less than two weeks.

JKR Automotive Advertising: The car dealer ad agency.

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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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