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Team Kia

Team Kia of El Cajon Signs with JKR Advertising

Team Kia of El Cajon, one of Southern California’s most successful automobile dealers, has signed with JKR Advertising. The agreement puts JKR Automotive Advertising into yet another Top-25 media market nationwide, and we at JKR are thrilled to have them as one of the newest members of our client family. Located at 541 North Johnson […]

Jim Sipala Kia Dealerships

Jim Sipala Kia Dealerships Retain JKR Advertising

Each of the two Jim Sipala Kia dealerships (Kia of West Chester and Coatesville, PA) operates under the same premise. “I explain to employees that it’s all about building relationships first,” Sipala explained. “You have to get to know a customer, and find out about their needs and wants. Only then have you actually earned […]

McConaughey MKC Ads

Lincoln Gets Extra Traction from McConaughey MKC Ads

We at JKR Automotive Advertising wonder if Lincoln had any idea that their Matthew McConaughey MKC ads would generate so much residual publicity. His series of advertisements for the luxury brand has now been parodied by at least three major stars. McConaughey MKC Ads Parodied The most recent was last Saturday during a broadcast of Saturday Night […]

LeBron James

LeBron James is the New Kia K900 Ambassador

Kia is betting on LeBron James to take its TV Advertising for their luxury car, the K900, to the next level. It’s considered a big coup for Kia to land the player most experts believe to be the most talented NBA player this side of Michael Jordan. How did it happen? Let’s just say it […]

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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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