AUTOMOTIVE ADVERTISING & MARKETING

WIA Conference

JKR Again Signs on as WIA Conference Sponsor

JKRAdvertising / Company News, JKR in the News, Press /

June 16, 2016

JKR Automotive Advertising continues to be a big supporter of Women in Automotive (WIA). For the second straight year, we are a WIA Conference sponsor. This year’s event is being held in beautiful Central Florida on June 26-28 at the Omni Orlando Resort at ChampionsGate, located just outside Orlando.

Several JKR employees, including Account Executives Jennifer Pavlak, Jennifer Lawrence and Brittany Scott attended the last year’s WIA Conference; and they came back highly impressed with the lineup of speakers and the information they provided. They also gained a new appreciation for the WIA organization and what it represents.

The focus of the 2016 WIA Conference will be on educating and empowering the automotive community on leadership and trends that positively impact employment and sales growth within the female market. This year’s expanded two-and-half day event will include seminars, workshops and keynote speakers – all designed to assist in capitalizing on the benefits of women both as employees and automotive consumers. The goal is to move the automotive industry forward as it relates to one of most influential segments of the market: Women.

For more information on the conference or to purchase tickets for the event, please visit www.womeninautomotive.com.

JKR Automotive Advertising: We Move Cars.

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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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