AUTOMOTIVE ADVERTISING & MARKETING

New Office Headquarters

JKR Purchases New Office Headquarters in Maitland, FL

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February 9, 2016

JKR Automotive Advertising is pleased to announce it has purchased the 291 Southhall Lane building in Maitland, FL to be its new office headquarters. The contemporary two-story structure boasts 24,202 square feet and is located near Interstate 4, just off State Road 414 (Maitland Boulevard).

“We have simply outgrown our Downtown Orlando location and had been looking for new office space for quite some time,” said Richard Brauns, Senior Partner at JKR. “We will have approximately 3,000 more square feet in our new office, and we’re in the process of completing a custom buildout that will make it even more functional.”

The move into the new office headquarters is expected to take place in mid-March. In addition to JKR’s 40-plus employees, the new facility will also house its sister company, NOW Digital. JKR acquired the Maitland-based digital agency in November 2014 to expand its online marketing services.

new jkr building 2 JKR searched several parts of Central Florida before ultimately choosing the Maitland property. During that time, the company learned of the Maitland-area growth plans that include the Sunrail tie-in strategy to Orlando. JKR is convinced this will be a terrific place to expand the agency; ideal for staff members and visiting clients because of the hotels, restaurants and convenience stores within easy walking distance.

The building itself is perfect in terms of square footage and exterior attractiveness. Among its highlights is an expanded full-service video production studio, including Digital HD and 4K workflows that can easily facilitate any budget and advertising campaign from start to finish. The Green Screen Cyclorama wall in the Maitland facility will be nearly three times larger than the current set-up, giving the JKR production team increased creative opportunities.

We look forward with great anticipation to the coming move, knowing we’ll have plenty of room to continue growing well into the future.

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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