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AUTOMOTIVE ADVERTISING & MARKETING

Always Advertise

More Reasons Auto Dealers Should Always Advertise

You should always advertise. There … we said it. Your first thought might be, “Of course, JKR is going to tell their clients they should always advertise … they’re an automotive advertising agency, after all.” That would be correct … but that’s not why we defend this position with a great deal of vigor. To […]

Overtargeting

Overtargeting is Something to Avoid

Overtargeting is something many advertisers do, and they often don’t get full bang for their advertising buck as a result. Here’s what we mean. Even in these very blogs, we at JKR frequently emphasize the importance of keeping your target audience in mind as you formulate your advertising campaigns. It makes perfect sense; after all, […]

Stop the Madness

Stop the Madness. Don’t Let the Numbers Lie to You!

It’s time to stop the madness! In honor of the annual March college basketball tournament that is just around the corner, we offer today’s blog. We start with this statement: Whoever coined the phrase The Numbers Don’t Lie was obviously not an advertising or marketing major in college. How do we know? Because, quite frankly, […]

Limited Advertising Budget

Don’t Spread Your Limited Advertising Budget Too Thin

If you have a limited advertising budget because your dealership isn’t one of “the big guys” in your market, it’s important that you do not spread your advertising efforts too thin. In so many of our blogs, we refer to reach and frequency. No matter how large or small your dealership, everyone is always looking […]

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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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