For years, I have worked with many car dealers across the country to improve the way they do business on the Internet. It has been a struggle, as the Internet is a place of open information and dealerships are traditionally used to misinformation.
Times have changed. Dealerships who plan to survive into the next decade are making the switch from “less information” to “almost all information” in regards to a customer’s ability to get it. An open car dealership is a strong car dealership. Most were reluctant, but they are starting to realize that the money they are losing on lower front-end grosses is being replaced by reduced advertising and operating costs.
Why spend $50,000 on a television campaign when a $5,000 online campaign can produce as many customers?
I don’t know. It still happens.
The Internet used to be the way of the future for automotive dealers. The future is here, as it is the way of now. To be here in the future, dealerships have to find a way to be a part of it now.
