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JKR Advertising Signs 3 New Auto Clients- Hendrick Auto Mall

JKR Advertising Signs 3 New Auto Clients

It’s a hat trick in February because JKR Advertising signs 3 new auto clients Hendrick Durham Auto Mall, Hatfield Kia, and Carnival Kia. The first of the three is Hendrick Durham Auto Mall in Durham, North Carolina. Founded by NASCAR legend Rick Hendrick, the complex features Chevrolet, Cadillac, GMC and Buick. The forthcoming campaign […]

JKR Automotive Advertising Agency

JKR Advertising Holiday Party

Last Friday, December 9, at 310 Lakeside in downtown Orlando, the JKR Advertising celebrated our 4th Annual Holiday Mosh Pit…OK it wasn’t a mosh pit but an entirely charming evening filled with a lot of laughs, terrific food & drink and the highlight of the night the Chinese Gift Exchange. There had been considerable discussion […]

Taylor of Boardman - Kia Automotive Dealer

Taylor Kia of Boardman sold the most new vehicles

Taylor Kia of Boardman sold the most new vehicles during the month with 113 units, followed by Greenwood Chevrolet of Austintown with 104 new cars and trucks sold. Fairway Ford Mercury, Canfield, reported sales of 92 units, Bob & Chuck Eddy Chrysler Dodge Jeep, Austintown, said it sold 79, and Spitzer Autoworld, Lordstown, reported 73 […]

advertising frequency

Automotive Advertising Frequency Frequency Frequency

From this point forward, all you are going to hear is the “F” word, it bears repeating the “F” word, over and over again, the “F” word, the “F” word, the “F” word until it sinks in it’s all about frequency frequency frequency. Get the message? It’s a good bet that those who read to […]

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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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