AUTOMOTIVE ADVERTISING & MARKETING

Team Kia

Team Kia of El Cajon Signs with JKR Advertising

JKRAdvertising / Automotive Advertising, JKR New Clents /

November 4, 2014

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 Avenue in El Cajon, Team Kia recently won the prestigious President’s Club award. Only 30 of the country’s nearly 800 Kia retailers received this honorable distinction, given by Kia to top performers whose dealerships delivered exceptional customer satisfaction and a top-notch sales performance last year.

About Team Kia of El Cajon

Team Kia of El Cajon is part of the Kiefer family of dealerships, which has stores in California, Oregon and Idaho. JKR Partner Richard Brauns, who also handles the other Kiefer dealership clients, is in charge of the new account.

“During my discussions with Team Kia’s General Manager Chris George, we went over how push and pull marketing works,” Brauns said. “Even the largest companies in the world choose intrusive media to promote their products and services. Team Kia already has the right car people in place at their dealership to move the needle; they wouldn’t have the President’s Award if they didn’t. We are going to provide an ultra-high level of media services. Together, that combination will achieve success – just as it has with the other Kiefer dealerships we serve.”

About JKR Advertising

With more than 110 automotive dealerships nationwide, JKR Automotive Advertising is one of the nation’s top-five largest automotive-only advertising agencies. Billing more than $80 million in annual media, we deliver in all aspects of automotive advertising, including radio, TV, print, digital and public relations. For more information on JKR Automotive Advertising & Marketing, please call (321) 397-0777 and ask for Eric Tigner; or visit www.jkradvertising.com.

JKR Automotive Advertising: We Move Cars.

Press Categories

Recent Posts

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.

Read more