UCN
Used Car News
usedcarnews
10/12/2020
Independents Embrace Digital Model By Ed Fitzgerald
karglobal.com
In This Issue:
• NIADA • Floor Planning
Rush - Dated Material
• Economy
Many independents were embracing digital retailing before COVID, but others may now be taking a closer look at the Carvana model. Three independent car dealers led a discussion at the NIADA’s virtual convention on ways smaller dealers could improve their online business to compete against the bigger chains. The session was titled, “The Carvana Effect, Driving Customer and Engagement and Increased Sales Through Online Retailing.” The car business has been consistently moving online over the past decade, but that process has been speeded up by COVID-19, a virus so prevalent it has even reached the president of the United States. David Brotherton, a Twenty Group moderator for NIADA (National Independent Automobile Dealers Association), asked the dealers what significant changes had occurred at their stores since the pandemic began. Jeff Watson, owner of 4 Seasons Auto Sales in St. George, Utah, said his company started retraining its workforce. “So much of the old-school sales process was to get the customer into the lot,” Watson said. “Get them here, get them in front of you, and get them to buy emotionally into the car. And then maybe we squeeze them for a little more down payment to fit the CAC (Credit Acceptance Corp.) model. “Once they’re in love with the car it’s easier to get them to borrow from mom or grandma or whatever you’ve got to do to get that down payment extracted. Online we ask: ‘Well, what kind of down payment do you have?’ ‘Well, I’ve got this.’ OK, I’m going to take it. I don’t have you here to emotionally kind of put the screws in and go down the
whole sales process.” Watson said he has found that his customers are preferring to do business via text. “We don’t do it in person, we don’t even really do it over the phone,” Watson said. “Ninety percent of our sales process is handled via text message. We’re getting responses that people want to communicate that way.” Tim Gaylord, president of Gaylord Sales and Leasing in Aurora, Colo., said his business model is a little different than most dealers. His business doesn’t have a public lot. “We have zero drive-by traffic, so we rely 100 percent on online leads. Transparency has always been part of our business,” Gaylord said. “If we’re doing a virtual walk-around with FaceTime, we disclose any imperfections that we decided not to fix, usually cosmetic on trucks. COVID actually increased our business because customers couldn’t go to their traditional lot and look around, the CARMAX or AutoNations. So, everybody started going online and the demand increased. And we’ve been doing it that way since 2008, either by text or email.” Bill Metzinger, CEO of Red, White and Blue Autos in Ashland, Pa., said his store has always tried to be transparent with what they said to customers over the phone. “We don’t like to spring a lot of stuff onto people when they walk into the showroom,” he said.
“But now everything’s out there. We put (online) price, payments, a link for all of our warranty items. Pretty much everything possible that a customer might want to know.” Pennsylvania dealers faced a stricter COVID shutdown than in some other states. “It was six to eight weeks that we were closed down,” Metzinger said. “We figured it would be an extended period of time until we could have people into our store. Our state government allows us to now
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