What now?
Cash for Clunkers is done. GM is out of bankruptcy, as is Chrysler. Car sales are slumping again. The market is changing. So, what now?
I sense changes in the American public. People want more value (not just economic, but moral). People are more concerned about the environment and social issues. How does the auto industry fit into this?
Is it enough to offer small, fuel-efficient vehicles? Can the industry rebound with electrics and hybrids?
What about the dealers? Does there need to be a demolishing of the old way of business and a rebuilding of ethics? Do dealers need to look harder for qualified (i.e. educated, focused on service) sales people?
The answers, if you’re a dealer looking to the future, is ‘yes’. Dealers need to look at how they are performing customer service and sales. The vehicles are what they are, so a dealership has to market themselves (not their products) aggressively while paying particular attention to the details mentioned above.
In an economy where more people are sinking than swimming, a dealer must stand out as a shop with compassion.
What are your thoughts? How do you see the current environment (socio-economic) affecting dealer marketing? Let’s get beyond price/features and dig into the emotion of it all.
