AUTOMOTIVE ADVERTISING & MARKETING

Williams Kia T

Sales Doubled First Month After Hiring JKR!

March 30, 2021

Congratulations to the talented team at Williams Kia in Traverse City for doubling their sales in February 2021! From 20 cars to 40 Cars in less than 30 days! Wow!

Since 2014 Williams Kia averaged less than 20 new Kias per month through 2020. They hired JKR in February 2021 and sold 40 cars the same month! Even better is the used car average and “Gross Per Vehicle Sold” also increased!

JKR is thrilled to represent Williams Kia of Traverse City and hope to for many successful years to come! We’re looking forward to another record breaking month!

If you manage a dealership, call us today to learn more about how we can help you too. Although, we only represent one dealer in any given market, so if your dealership is in a market where we already represent a dealer, you’ll be offered a position on our waiting list. Also important to note: You can test-drive us for free, with no obligation to spend a dollar. We will go to work & design the most effective strategy for your dealership, in your market.

Sales Doubled First Month After Hiring JKR!

Williams Kia in Traverse City Michigan 2750 US-31, Traverse City, MI 49684 williamskia.com

Learn how you can see your dealership’s sales increase as well. Contact JKR today by calling us at (321) 397-0777 or email carguys@jkrads.com. We want to discuss your dealership goals today.

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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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