AUTOMOTIVE ADVERTISING & MARKETING

Turner Kia Signs with JKR Advertising & Marketing

JKRAdvertising / Auto Dealer Client News /

February 10, 2014

JKR Advertising is pleased to welcome Turner Kia of Harrisburg, PA to its family of automotive dealership clients. Turner Kia is part of the Turner Automotive Group, which also features a Buick-GMC store in New Holland, PA. The Turner family has owned dealerships in the Central Pennsylvania area for more than 40 years.

Kia advertising specialist Jon Albert, also a JKR Advertising Partner, will handle the Turner Kia account management duties. “We established a tremendous rapport with Turner Kia at the recent NADA convention in New Orleans,” Albert said. “We are very much on the same page. They know what they want and where they want to go, and we know how to get them there.”

About Turner Kia

Turner Kia is conveniently located at 4201 Chambers Hill Road in Harrisburg. Among the dealership’s unique features is the Turner Lifetime Care (TLC) program. With the purchase of most new or pre-owned cars from the dealership, a customer receives several valuable, complimentary perks. These include free lifetime multi-point inspections, free lifetime Pennsylvania state inspections; free lifetime tire rotations, free first oil change (and every fifth one free thereafter); free shuttle service within a 15-mile radius; free one-day loaner vehicle with scheduled service appointment; and a free lifetime 5% discount on parts and accessories.

The dealership also boasts the largest selection of Certified Pre-Owned Kia vehicles in Central Pennsylvania. These vehicles represent tremendous value, and are extremely attractive to the customers of Turner Kia.

Turner Kia also features an on-site body shop that is equipped to work on all makes and models. They pride themselves on restoring any vehicle to its pre-accident condition. Additionally, customers can view online new and used-car specials at the dealership Website, www.turnerkia.com.

Turner Kia in the Community

Turner Kia is very active in the Harrisburg community, and is a major supporter of the Central Pennsylvania Animal Alliance. You’ll also find Owlbert the Owl, the dealership mascot, at Harrisburg Senators home games and many other community functions – not to mention the occasional Turner Kia television commercial!

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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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