Digital Dealer - July 2018 - 16
D E A L E R OP S & M ANAGEM ENT: F ixe d O per at i ons
By Charlie Polston
Automotive Customer Retention
& Profitability Consultant,
BG Products, Inc.
So Many
Used Cars,
so Little Time
Dealership service
departments have a
great opportunity to
increase traffic on the drive
by pursuing recent used car
buyers-those who bought
from your dealership and
those who bought elsewhere.
First, let's look at the
statistics (according to Lang
Marketing):
Almost a million vehicles were lost in 2017 due
16
J U LY 2 0 1 8
to hurricanes Harvey and
Irma, creating a surge in
demand for new and used
vehicles.
There were 42.4 million used cars sold in 2017;
that's up over two million
units from 2014 when 40.3
AS PRICES GO UP,
MANY CONSUMERS ARE
MOTIVATED TO NOT ONLY
KEEP THEIR OLD CAR BUT
TO SPEND SOME MONEY
ON IT TO MAKE IT LAST
A FEW MORE YEARS."
D I G I TA L D E A L E R . C O M
million used cars were sold.
The average age of
used vehicles sold in 2017
was 4.5 years old. That is
down from five years old not
too long ago. (Newer vehicles typically bring higher
prices, which may explain
the next statistic.)
The average sales
price for used cars in 2017
was $19,500. That's $1,400
more per car than in 2010
when the average sales
price was $18,100.
Jim Lang of Lang Marketing makes the following
observations:
"Higher used vehicle prices are generally positive for
the aftermarket since they
make it easier for consumers to justify investing in the
repair and maintenance of
older vehicles. Higher used
vehicle prices also raise the
value threshold for scrapping cars and light trucks,
thereby keeping older vehicles on the road longer."
So, as prices go up,
many consumers are motivated to not only keep their
old car but to spend some
money on it to make it last
a few more years. Yea! But
the sobering fact is most vehicle owners aren't spending that money at their local
dealership; rather, they are
heading to the aftermarket.
You're okay servicing
older vehicles in your shop,
right? And you're okay servicing any make or model,
right? If you're an import
store that sold an F-150
pickup off your used car
lot, then you're okay having
that vehicle serviced in your
shop, right?
Most independent garag-
http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - July 2018
Digital Dealer - July 2018
Contents
Message from the Show Director
Learning Leadership From Coach John Wooden
Anatomy of a Dealership That Gets Superior Results
Internal vs. External Buy-Sell?
FOMO (Fixed Ops Manager’s Objectives)
So Many Used Cars, so Little Time
Dealership Real Estate – to Invest or Not?
Commentary: Online-Only Car Sales Are Hurting the Industry
Your Supplier Base Is Costing You Big Money
Interview With Kevin Frye of Jeff Wyler Automotive Family
To Text or Not to Text?
Figuring out What F&I Products Your Customers Need
Bridge the Gap Between Offline Car Sales and Online Actions With Facebook's Offline Conversions
The ‘BIG 5’ of Marketing Success!
10 Reasons Why Your Facebook Page Is Failing
Why Digital Retail Is Great News for Automotive
How to Drive Automotive Leads With Facebook
Digital Dealer - July 2018 - CT1
Digital Dealer - July 2018 - CT2
Digital Dealer - July 2018 - Digital Dealer - July 2018
Digital Dealer - July 2018 - Cover2
Digital Dealer - July 2018 - 1
Digital Dealer - July 2018 - Contents
Digital Dealer - July 2018 - 3
Digital Dealer - July 2018 - Message from the Show Director
Digital Dealer - July 2018 - 5
Digital Dealer - July 2018 - Learning Leadership From Coach John Wooden
Digital Dealer - July 2018 - 7
Digital Dealer - July 2018 - Anatomy of a Dealership That Gets Superior Results
Digital Dealer - July 2018 - 9
Digital Dealer - July 2018 - 10
Digital Dealer - July 2018 - 11
Digital Dealer - July 2018 - Internal vs. External Buy-Sell?
Digital Dealer - July 2018 - 13
Digital Dealer - July 2018 - FOMO (Fixed Ops Manager’s Objectives)
Digital Dealer - July 2018 - 15
Digital Dealer - July 2018 - So Many Used Cars, so Little Time
Digital Dealer - July 2018 - 17
Digital Dealer - July 2018 - Dealership Real Estate – to Invest or Not?
Digital Dealer - July 2018 - 19
Digital Dealer - July 2018 - 20
Digital Dealer - July 2018 - 21
Digital Dealer - July 2018 - Commentary: Online-Only Car Sales Are Hurting the Industry
Digital Dealer - July 2018 - 23
Digital Dealer - July 2018 - Your Supplier Base Is Costing You Big Money
Digital Dealer - July 2018 - 25
Digital Dealer - July 2018 - Interview With Kevin Frye of Jeff Wyler Automotive Family
Digital Dealer - July 2018 - 27
Digital Dealer - July 2018 - 28
Digital Dealer - July 2018 - 29
Digital Dealer - July 2018 - 30
Digital Dealer - July 2018 - 31
Digital Dealer - July 2018 - To Text or Not to Text?
Digital Dealer - July 2018 - 33
Digital Dealer - July 2018 - Figuring out What F&I Products Your Customers Need
Digital Dealer - July 2018 - 35
Digital Dealer - July 2018 - Bridge the Gap Between Offline Car Sales and Online Actions With Facebook's Offline Conversions
Digital Dealer - July 2018 - 37
Digital Dealer - July 2018 - The ‘BIG 5’ of Marketing Success!
Digital Dealer - July 2018 - 39
Digital Dealer - July 2018 - 40
Digital Dealer - July 2018 - 41
Digital Dealer - July 2018 - 10 Reasons Why Your Facebook Page Is Failing
Digital Dealer - July 2018 - 43
Digital Dealer - July 2018 - Why Digital Retail Is Great News for Automotive
Digital Dealer - July 2018 - 45
Digital Dealer - July 2018 - How to Drive Automotive Leads With Facebook
Digital Dealer - July 2018 - 47
Digital Dealer - July 2018 - 48
Digital Dealer - July 2018 - Cover3
Digital Dealer - July 2018 - Cover4
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