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AUTOMOTIVE ADVERTISING & MARKETING

Power

JD Power Sold to Global Investment Firm XIO Group

From the newswire comes this tidbit of information that will be of interest to automotive personnel: JD Power, the global marketing company providing many industries (including automotive) with independent third-party research, has been sold. For more than a decade, JD Power has been a subsidiary of McGraw Hill Financial, but once the transaction becomes final […]

Differentiation

It’s All About Differentiation

Differentiation is the key to connecting with potential customers and making your dealership top-of-mind with them. In a recent blog, we documented how important it is to establish your brand (think: differentiation) in the marketplace, and included some tips on how to make this happen. These included knowing who you are and being able to […]

Pandora

JKR Partners Meet Pandora Founder Tim Westergren in California

This week, JKR Partners Jeff Johnson, Kevin Baumann, Richard Brauns and Jon Albert took a trip to San Francisco for a meeting with Pandora Founder Tim Westergren at the digital radio giant’s headquarters there. JKR is a big believer in advertising with Pandora, the largest digital radio service in the world – to the point […]

Inactive E-Mail Customers

Dealing With Inactive E-Mail Customers

Businesses who do e-mail marketing of any kind run across the same issue sooner or later – inactive e-mail customers. At first they’re fully engaged, reacting positively to e-mails by responding to – and often purchasing because of – your e-mail correspondences. Then over time, for whatever reason, their interest in your e-mails begins 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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