Digital Dealer - March 2018 - 2

Contents

MARCH 2018, VOL. 25 NO. 3

DIGITALDEALER.COM

FEATURED KEYNOTE

THE
CUSTOMER
EXPERIENCE

12 // A Mystery Shop for
a Major National OEM
BY SEAN V. BRADLEY,
CSP

P R E S E N TE D B Y

DISNEY
INSTITUTE

DIRECT FROM FACEBOOK

WALT DISNEY PARKS AND RESORTS
is a recognized leader in delivering
world-class experiences. Want to learn
how they do it? Join us and learn how
they use time-tested business methods
centered on service to create a culture
of excellence. This is your opportunity
to learn from Austin Brock, Engagement
Manager at Disney Institute, who has
worked with automotive organizations
and dealerships in the United States
and around the world since 2011. Austin
will share Disney's Approach to Quality
Service with an understanding of how
this happens at dealerships, and how
employees can provide an excellent
service experience for customers whether
in the service bay or the sales process.
You'll leave inspired and ready to unlock
the magic inside your organization.

FACEBOOK
BETTING BIG ON
AUTO: TAILORED
SOLUTIONS
TO INDUSTRY
CHALLENGES

WES LU TZ
Pg 34

40 // If You Are Losing
Your Donkey -
Check This
BY ED KOVALCHICK

By Gabrielle Garrison
Pg 48

INTERVIEW WITH

2018 NADA
Chairman

ownership

Fixed operations

FROM SELFDRIVING TO
PERSONAL
ROBOT:5 WAYS
THE CAR OF THE
FUTURE WILL
CHANGE YOUR
LIFE
By Stephen Perun
IBM's Watson IoT
Business Unit
Pg 46

Austin Brock
Disney Institute

CONFERENCE & EXPO

16 // It Takes Two:
Who is Buying All of
These Dealerships?
BY RYAN KERRIGAN

APRIL 10-12, 2018 | ORLANDO, FL

Cover story

Wes Lutz,

Owner Extreme ChryslerDodge-Jeep-Ram
COVER PHOTOGRAPHY
BY KAREN MUSE

LEADERSHIP
6 // What Are You
Offended By Today, and
What's It Costing You?
BY DAVE ANDERSON

DEALERSHIP
MANAGEMENT
8 // How you Receive
and Utilize Data in This
Marketplace Determines
Your Success.

Sales Strategies
22 // 3 Fundamentals
to Push Your New
Vehicle Performance,
Profitability
BY BRIAN FINKELMEYER

Advertising &
Marketing
24 // Mastering
'Experiential' Marketing!
BY JIM BOLDEBOOK

road trip to
Digital dealer 24

SHOW DIRECTOR

David Southworth
Vice President, Digital Dealer
David.Southworth@emeraldexpo.com

ADVERTISING

Publisher Melissa Green
melissa.green@digitaldealer.com
Associate Publisher Kerry Harrington
kerry.harrington@digitaldealer.com
Advertising Sales
sponsorships@digitaldealer.com

44 // Big Data Busted 3:
How Large Auto Groups
Can Win With Better
Data
BY NATALIE BORN

46 // From Self-Driving
to Personal Robot:
5 Ways the Car of the
Future Will Change
Your Life
BY SEBASTIAN WEDENIWSKI & STEPHEN PERUN

48 // Facebook Betting
Big on Auto: Tailored
Solutions to Industry
Challenges
BY GABRIELLE GARRISON

28-33 // Digital Dealer
24 Conference & Expo
Speaker Highlights

EDITORIAL

Editor & Content Manager Alissa Calvaruso
COMMUNICATIONS
alissa.calvaruso@digitaldealer.com

ART

Creative Director Linda Fisher

PRODUCTION

Production Manager Terri Hill

MARKETING

Show Manager Matthew Ramirez
matthew.ramirez@digitaldealer.com
Marketing Coordinator Meagan Rice

CONFERENCE

Operations Manager Chantelle Bean

CIRCULATION SUBSCRIPTION
Rich Jarrett
314-432-7511, gatewayrj@att.net

EMERALD EXPOSITIONS

Chief Executive Ofﬁcer and President
David Loechner
Chief Financial Ofﬁcer and Treasurer
Philip Evans
Chief Information Ofﬁcer
Bill Charles
SVP General Counsel and Secretary
David Gosling
Senior Vice President, Operations
Lori Jenks
Senior Vice President, Marketing Services
Joanne Wheatley

BY CHUCK BARKER

Executive Vice President
Darrell Denny

We want to hear from you!

Share with us what you enjoyed the most in this issue, as well as what you
would like us to cover in future issues. Email: dmeditorial@digitaldealer.com

Dealer magazine (ISSN 1537-6141) is published monthly by Emerald Expositions, LLC. Mailing address
is 100 Broadway, 14th Floor, New York, New York 10005. Periodicals Postage Paid at New York, NY
and additional mailing ofﬁces. POSTMASTER: Please send address changes to: Dealer Magazine, P.O.
Box 16770, St. Louis, MO 63105. Subscriptions are $48.00 per year, 12 issues per year, monthly. Back
issues, $10.00 each. Make check payable to Emerald Expositions, LLC. Send to: P.O. Box 16770 St.
Louis, MO 63105. Reprint requests: alissa.calvaruso@digitaldealer.com.
Dealer magazine makes every attempt to ensure the accuracy of all published works. However it cannot be
held responsible for opinions expressed or facts supplied herein. Nothing may be reproduced in whole or in
part without written permission from the publisher. All rights reserved. The publisher encourages you to submit
suggestions. Submitted materials become the property of Emerald Expositions and will not be returned. Send
material for publication to E 7601 N. Federal Highway, Suite #240A, Boca Raton, FL 33487. The editor reserves
the right to edit material; submission of material constitutes permission to edit and publish that material. This
publication is designed to provide accurate and authoritative information in regard to the subject matter covered.
It is presented with the understanding that the publisher is not engaged in rendering legal, accounting or other
professional service. If legal advice or other expert assistance is required, the services of a competent professional
person should be sought. From a Declaration of Principles jointly adopted by a Committee of the American Bar
Association and a Committee of Publishers.

MARCH 2018

D I G I TA L D E A L E R . C O M

Vice President, Human Resources
Eileen Deady
Vice President, Corporate Operations
Denise Bashem

A publication of
Emerald Expositions

http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - March 2018