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Cookout

JKR Celebrates Fourth of July with Cookout

Last Friday, JKR held a company cookout in celebration of July 4, recognizing the holiday commemorating the adoption of the Declaration of Independence on July 4, 1776. Since it happened 240 years ago, it’s easy to forget the struggles our founding fathers endured to make it happen. One of JKR’s partners, Jon Albert (pictured), was […]

Second Half

Set Your Store Up for Second Half Success

It’s officially halftime of 2016, and we’re ready to begin the second half of the automotive sales game. In sports, halftime is the ideal opportunity to regroup and come out with a renewed sense of optimism for the remainder of the contest. It certainly should be no different in the automotive arena. How was […]

Offend

It’s OK to Offend a Few When Speaking to the Masses

As you make the choice of what advertisements hit the airwaves for your dealership, don’t be afraid that your commercials might offend someone every so often. We say this for a few reasons. First, an automobile commercial of any kind is created to persuade the listener/viewer to purchase a vehicle from you – and […]

Keeping Your Dealership Safe from Hackers

An article this week in Automotive News brought up the topic of hackers unleashing “cyberattacks” on a dealer’s computer network. It’s something not commonly discussed all that much because dealers are so clearly focused on making sales, they don’t typically stop and think about the potential consequences of their dealership being hacked. As such, […]

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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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