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PIN AND POWERDEALER ARE NOW ABLE TO PROVIDE REALTIME INFORMATION AND DECISION-SUPPORT TOOLS BASED ON THE COLLECTION AND ANALYSIS OF DAILY NEW- AND USEDVEHICLE RETAIL TRANSACTION DATA FROM THOUSANDS OF AUTOMOTIVE FRANCHISES. the country, broken into 34 markets and still growing,” Racho said. “The volume of those markets accounts for 74 percent of all retail transactions in the country.” Users of PowerDealer can log onto the site and quickly get an overview of either new- or used-vehicle sales at a glance, for example. Also, and they can compare monthly sales over the prior year in almost two dozen categories, such as average days to turn, ROI, percentage female/male, average buyer age and percentage �inanced. The dashboard page gives the same information in the form of a tachometer-type graphic. Racho said PowerDealer is just one tool dealers can and should use in conjunction with other specialized tools in assessing the market, but “I think what it does is provide the competitive advantage that will make a good new- or used-car manager a great one.” It does so by giving dealer principals and general managers a wealth of data speci�ic to their market. It gathers and collates the information without bias toward any particular �leet or market. “A particular dealer may have a wealth of their own data, but what is lacking is that competitive view,” Racho said. “We provide that data back

to them. We are committed to helping our clients use key intelligence to improve their operations.” Racho said that PIN has an alliance with the National Automobile Dealers Association (NADA), and that NADA has “reviewed our dealer agreement, understands it and they feel we handle the data and information in the right way.” In addition, NADA is using the data in its 20 Group Live Program to help participating dealers compare new and used vehicle sales performance in real time. PIN and PowerDealer offers three key elements for dealers, Racho said. “First is the timeliness, second is the breadth of the data, and third is that it is free to franchised dealers.” An example of how this might bene�it a dealer is in off-brand trade-ins. A Ford dealer who has a customer come in with a Fusion or an F-150 knows the trade-in and resale values of those vehicles, because he deals with them on a regular basis. He is likely less familiar with a Honda Accord or Nissan Altima, Racho said, and while he might know some values based on his own experience, the data can provide factual information regarding their value in that market. PowerDealer provides that dealer

J.D. Power’s Troy, Mich., regional office features a fun, unique, modern style throughout. Pictured: Main lobby

Matthew Racho, senior director of Power Information Network

with what those cars sell for in that market, in this case comparing that Honda Accord to those sold at non-Honda dealerships. This ensures a quicker, pro�itable turn. “Every market has its own nuance in terms of vehicles that perform better than others,” Racho said. Perhaps more importantly, PowerDealer allows dealers to see into the future a bit and adjust business strategies accordingly. If the data show, for example, that a particular car sells well or doesn’t sell at all in your market, plans can be implemented to take advantage of that knowledge. PIN began integrating its data collection with Google Maps, allowing dealers to see where in the region they sells a lot of cars or not many at all. “You can see certain cities and ZIP codes where volume has gone down, and recapture those opportunities before someone else does,” Racho said. GMs and principals can also use the website’s goal-setting element to set targets for the week or month based on the data at hand. Having that information available to the entire staff can go a long way toward getting everybody on board with the plan, Racho said. In response to the many requests heard from interviewing many of those dealers, PIN developers are continually working on updating the system and adding value. “We’ve spent a signi�icant amount of time at key industry events and gone out and knocked on doors asking dealers what they want to see,” Racho said. Dealers are asking for more granularity, and more speci�ic insight into their particular store’s performance, more insights and understanding as to what the potential drivers of increased pro�itability in their market is. They also want to use the data in conjunction with, not as a replacement for, other sources of data already used by the store.

From left to right: Tom Petro, senior director of marketing; Sarah Krause, account manager, PIN; Kristine Rosychuk, supervisor, marketing; Matthew Racho, senior director, PIN; Max Canevari, account manager, PIN; David Thill, director, PIN.

J.D. Power opened its second regional office in Troy, Mich., where the Power Information Network is housed.

More than 170 employees work in the Troy, Mich., regional office of J.D. Power.

MAY 2015

CAR BIZ TODAY

CBTNews.com

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Car Biz Today Magazine May 2015 Issue