We have been proponents of the Internet for dealers literally from 20 years ago. Back when a web site was a novelty, e-mail went unanswered, and so on. Obvious we were on the cusp of social media from its early days of idealism (same as the internet) to now where its a rigid structure.
It took how many years for dealers to have a strong internet presence, and to literally have a digital dealership?
Yes you can ask the same question for social media.
If you go by the various "digital trends" that float around, come and go, are evangelised by various pundits. The entire retail auto business revolves around digital dealership, social media, smart devices, online chat, SEO, compelling content, BDC, and we can keep on going.
If you are seeking eyeballs, mention "digital" and anything automotive, and the eyeball count just increased dramatically.
Here is the deal:
After 20 years many dealers rely on a host of 3rd party providers/suppliers for many aspects of their digital presence and activity. The same for their social media presence. In the early days of social media manufacturers took a strong interest in the "social". Like most instances of technology and automotive, a few years later the ROI could not be rationalised. Which led to "Lets go back to the traditional way of doing things".
Are we digressing?
In Canada, we have a record year in auto sales...never been seen before...ever.
How do dealers close deals and move iron? More important how does CMS (Citizen Main Street) close the deal?
The digital aspect of the automotive intelligentsia would like you to believe that it was done over a smart device...and we could keep on going.
The brick and mortar side of the intelligentsia wants you to believe that its the multi million dollar facility, the special tools, the LED lighting.
Increasingly how does CMS close the deal? How does the dealer move the iron?
The decade old "sales event" / "private sale".
Think about this for a moment...in an age of social media, multi million dollar brick and mortar, savvy customers that spend hours online, inspired product, free flowing money.
Increasingly dealers need to hold a "3 day bazaar" to close deals, move iron.
CMS waits for the 3 day bazaar, especially the one near month end to close the deal.
If you are a manufacturer that needs an edge, have some dealers with fatigued facilities, do not have all the consumer financial tools, what do you do to move iron in a competitive environment.
Simple...hold regular 3 day bazaars...observe your Canadian sales go through the roof, month, after month.