AUTOMOTIVE ADVERTISING & MARKETING

Me Too Dealership

A “Me Too Dealership” Achieves Only Mediocre Results

JKRAdvertising / Automotive Advertising, Automotive Marketing, JKR Advertising News /

November 20, 2014

Don’t let your dealership become a “me too dealership.” If you don’t know what we mean by that, a “me too dealership” is one that looks at what everyone else is doing and tries to emulate it. If one dealership says they have the best prices, the “me too dealership” responds with something similar in their ads. When another dealership talks about having the best service, the “me too dealership” does everything it can to look and sound like the first guy.

Don’t be a “Me Too Dealership”

There is an old cliché that says imitation is the greatest form of flattery. But there’s also another one that says conformity leads to mediocrity … and in the case of the “me too dealership,” this could not be more true! When a dealership’s automotive advertising gets lost in a sea of others in its market, it can only hope to get a mediocre market share because it’s doing essentially what everyone else has done.

In order to stand out from the crowd, you must be willing to do something different – and that’s where JKR Automotive Advertising can help you shine. To be its most effective, your message must contain attention-grabbing copy with a strong call to action. Taking cues from relevant current events, politics and pop culture, JKR finds the perfect balance between serious and humorous messages, invoking a positive reaction from the consumer.

It’s OK to admit that you might be part of a “me too dealership.” What isn’t OK is staying that way, especially when the alternative is right here in front of you. If your automotive advertising could use some help, look no further than JKR Automotive Advertising. After all, everyone is fishing for the same customers – and if your automotive advertising bait is different from everyone else’s, people will take notice! Don’t wait … call Eric Tigner today at (321) 397-0777 and end the madness today! Stop being a “me too dealership” and get the cure for mediocrity.

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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