Dealers are creating offbeat ads, staging fundraising pie-throwing events, sponsoring various contests, shooting in-house videos – and posting it all on sites such as Facebook.
It’s a cutthroat world, FirstLook and MAX Systems founder Pat Ryan Jr. says, where dealer profit margins are under attack by well-armed consumers and a ferocious used-vehicle market is making it hard to maintain inventories.
Some changes were fundamental and overdue, as both auto makers and dealers right-sized their operations.
Forget about incremental business. There’s just that bounty a dealer pays, plus the “great” price wrangled out of him by the TrueCar user.
“Used-car shoppers are looking for a car, new-car shoppers are looking for a car dealership,” he tells WardsAuto.
Finalists were selected based on Internet shoppers’ online searches, submitted inquiries and positive reviews.
Properly used, social-media websites allow dealers to connect with consumers and enhance credibility, experts say.
Among events triggering a need to buy are accidents and breakdowns involving previously owned vehicles.
