NADA Convention expands expo to meet demand

By: The Formula Publications Team
The National Automobile Dealers Association has had to expand its borders.

The association reports that the floor plan of the 2015 National Automobile Dealers Association Convention & Expo in San Francisco has been increased to accommodate a large number of requests for exhibit space.

“There has been an overwhelming response from companies applying for booth space,” Steve Pitt, NADA vice president of conventions and expositions, said in a release this week.

“So far, we’ve received more than 500 requests from companies that want to exhibit, and the expansion will allow us to accommodate most of them.”

The NADA Convention runs Thursday, Jan. 22, to Sunday, Jan. 25, at the Moscone Center. The NADA Expo, which runs Jan. 23-25, will now occupy more than 600,000 square feet of exhibit space in the lower levels of Moscone South, Moscone North and Levels 1 and 2 of Moscone West.

“In addition, 10 out of 42 hotels sold out during the first week of attendee registration,” Pitt added.

The keynote speakers are former Florida Governor Jeb Bush and NADA Chairman Forrest McConnell, III, on Friday, Jan. 23; Jay Leno and NADA Vice Chairman Bill Fox on Saturday, Jan. 24; and inspirational speaker Beck Weathers on Sunday, Jan. 25. Click here for the speaker bios.

Online registration is now open. Early bird registration ends Sept. 12, which includes a $100 discount from the onsite rate.

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NADA Convention expands expo to meet demand
NADA Convention expands expo to meet demand

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26 Years After Building the First Camry, Toyota Team Member Parks the 10-Millionth in His Driveway

Scott County Resident Tom Keith Is Lucky Winner of 2014 Camry
August 27, 2014

GEORGETOWN, Ky. (Aug. 27, 2014) – They say hard work is its own reward, but getting the keys to a new car makes it even better. Just ask Tom Keith. He was the envy of all 7,000 Toyota Georgetown team members when the company announced he had won a 2014 Camry in a random drawing of team members during a ceremony Wednesday, August 27. This wasn’t just any white Camry, this was the 10-millionth vehicle made at the plant since the first Camry rolled off the line in 1988 (another white Camry). Tom Keith is a team member in the Quality Control Department and has been with the company for 26 years.

In fact, he is one of the remaining 200 or so team members still working at the plant since the first Camry rolled off the line. Keith lives in Scott County with his wife Paula. They have four grown children, one in high school, two daughters attending college and one son who is an archeologist in Florida.

While TMMK’s first Camry was preserved for historical purposes and resides in the plant’s visitor center, it was decided that the 10 millionth vehicle would be awarded to a lucky team member via a random drawing. “It’s highly appropriate that our 10 millionth vehicle goes to one of the team members who made this milestone possible,” said TMMK Plant President Wil James. “Our team members are the heart and soul of this company, and they make all of our successes possible.”

After hearing the news of his good luck, Tom said, “I’m in shock.” “I’m going to surprise my wife. She works at the Scott County Library and drives a 2007 Avalon. I’m going to go over there this afternoon, move her car out and park the new Camry in her space. She’s going to scream.”

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26 Years After Building the First Camry, Toyota Team Member Parks the 10-Millionth in His Driveway
26 Years After Building the First Camry, Toyota Team Member Parks the 10-Millionth in His Driveway

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Vantage opens Hyundai dealership in Stockport

by: John Kirwan

Vantage Motor Group has opened a Hyundai dealership, its fourth, in Stockport at a cost of £2.5m.

Trading as Vantage Hyundai Stockport the new centre is targeted with selling 900 new and used cars each year.

It features a 10-car showroom, eight bay workshops and space for 60 used cars.

Mark Robinson, Vantage chief executive (pictured), said: “This expansion is a strategically important move for us that will see our presence in the North West significantly bolstered.

“We opened our first Hyundai dealership in Salford in 2011 and have gone on to secure further sites in the area, opening centres in Oldham and Preston, and now Stockport, our fourth in the region.

“The Stockport centre is situated in close proximity to Manchester Airport and therefore, thanks to its convenient location we look forward to welcoming visitors from Hyundai’s Korean operations.

“It is the jewel in Hyundai UK’s crown. The move is also further testament to our burgeoning relationship with the Hyundai brand.

“I am extremely pleased that with the opening of the centre we have been able to bring new jobs and investment to the area.”

Over the past year Vantage turnover has grown from £65m to more than £200m and the group has increased its number of sites from seven in Yorkshire and Lancashire to 18 across the North of England and the West Midlands. It employs 400 people.

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Vantage opens Hyundai dealership in Stockport
Vantage opens Hyundai dealership in Stockport

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N.J. Dealer Pleads Guilty to Selling Cars Damaged in Superstorm Sandy

A used car dealer in New Jersey has admitted selling seven vehicles that sustained flood damage during Superstorm Sandy after a Motor Vehicle Commission office employee created clean titles for them.

Jonathan Olin, 42, of Manalapan, pleaded guilty to theft by deception and Jessie Dinome, 30, of Jackson, pleaded guilty to tempering with public records.

Olin operated D&D Auto Sales in Old Bridge in Middlesex County.

The Asbury Park Press reports Olin told a judge in Monmouth County that he used fraudulent titles to sell the cars, which were purchased at auction and listed as being used "for parts only."

Olin faces up to three years in prison and has agreed to reimburse the customers.

Prosecutors will recommend Dinome, who worked in Freehold in Monmouth County, serve up to 364 days in jail and must forfeit her job.

"By ruthlessly cashing in on Superstorm Sandy, Olin not only cheated customers of his car dealership, he put those customers and other motorists at risk, because these flood-damaged vehicles had the potential to fail and even catch fire on the highway," acting Attorney General John J . Hoffman said in a prepared statement. "Two of the cars did, in fact, fail shortly after they were purchased, but fortunately no one was hurt."

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N.J. Dealer Pleads Guilty to Selling Cars Damaged in Superstorm Sandy
N.J. Dealer Pleads Guilty to Selling Cars Damaged in Superstorm Sandy

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Why a squeeze is coming to auto dealers

LARRY P. VELLEQUETTE

TRAVERSE CITY, Mich. -- Take note: there is a squeeze coming to an auto dealer near you.

Two important factors to new automotive sales -- low interest rates and relatively high values for used automobiles – are forecast to move in unwelcome directions that soon will make it more expensive to buy a new car, SUV or pickup.

The forecasts, delivered at the 2014 Management Briefing Seminars today, will no doubt have a more direct impact on auto dealers than it will on the broader economy. The great hope, according to economists, is that broader trends in the economy might ease the squeeze.

First the bad news: monetary policy has held interest rates historically low since the recession, and as the broader economy recovers, the Federal Reserve is likely to begin tightening the money supply going forward to stave off inflation, likely in 2015.

At the same time, used-car values also have been high because of low inventory in the system, a lingering effect of the 2009 crash. However, sustained industry growth since then, and a return to leasing, is easing inventory restraints at a rapid race.

So what does this mean, in plain language? It means that when customers at an auto dealership get into the finance office, they’ll face less equity for their trade-in and higher interest for the larger amount of money they’ll need to borrow.

Play that trend out, and suddenly consumers likely won’t be able to afford the more expensive vehicle they want. The only way to offset those trends are to extend loans out even further, even beyond six years, or to see broader growth in income levels for the middle class, which could cause inflation.

Those are all scary thoughts for an auto dealer, and for the industry as well.

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Why a squeeze is coming to auto dealers
Why a squeeze is coming to auto dealers

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Hyundai rolls out new dealership image program

By: The Formula Publications Team

Hyundai Auto Canada Corp.’s dealer body is about to start adopting a striking new look.

Dubbed the Global Dealership Image Space Identity (GDSI), the image program is being introduced to all Hyundai dealerships around the world and is part of a new vision of retail for the company.

The most obvious change is the exterior colour scheme. Gone are the dominant blue and white hues. In their place will be a bronze-coloured roof structure aimed at providing the brand a signature look and feel.

Hyundai executives did confirm blue would remain as an accent colour throughout the interior of the dealership.

In addition to the exterior changes, the interiors will see updates in the form of new premium furniture, customer lounges, digital kiosks, tablets and wheel stands.

In an interview with Canadian AutoWorld prior to the announcement, Hyundai Canada chief Don Romano said it was time to move away from the primary colours of red and blue and have Hyundai stand out and stand alone.

“This is one part of a total change for us,” he said, noting that the image program will usher in an overhauled sales and service process focused on the customer.

He said when dealers were shown the concept at the national dealer meeting in Las Vegas in June, roughly 80 per cent of network was excited about the change and “thought it was great.”

As for the other 20 per cent, he said they would require some additional convincing.

“No dealer wants to throw a lot of money into an image program right away, especially since the old one hadn’t been out all that long,” he said. “But when the 80 per cent saw it as an overall vision of where we’re headed as a brand, they were right on board. In fact, we’ve had a hard time keeping them at bay as we finalize the details and put a rollout plan together.”

“For the most part, the 20 per cent that were a little overwhelmed were the dealers that started with us when we had Ponys and Excels. To them, it’s harder to see the brand with the Genesis and Equus…”

Romano noted it was too early to discuss average costs for dealers as the company was still working with design firm R. H. Carter on how to “Canadianize the look” and feel of the concept.

The plan does not appear to call for too much by way of structural renovations barring a new, premium vehicle showroom-within-a-showroom concept that would be used to support the company’s higher-end vehicles, such as the Genesis sedan and Equus flagship sedan.

Hyundai Auto Canada currently has 211 dealerships across the country selling a full range of vehicles from subcompact cars to full-size premium sedans, coupes, as well as compact and mid-size SUVs.

Hyundai manager of public relations Chad Heard said two to three stores have started instituting the new CI. All of them are current ground-up builds.

One of those initial stores to get the ball rolling will be Campbell River Hyundai in Campbell River, B.C. Owners Gary Thulin, Darnell Thulin and Scott Kilby, who serve as dealer principal, just recently broke ground on the new project.

Be sure to check out the September edition of Canadian AutoWorld for a complete look at the new image program and a total rundown of all the other programs and plans Hyundai has for 2014 and beyond.

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Hyundai rolls out new dealership image program
Hyundai rolls out new dealership image program

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Ford tells U.S. dealers to stop selling some C-Max, Focus models

By: Bernie Woodall

DETROIT (Reuters) -- Ford Motor Co. has told its U.S. dealers to stop test-driving and selling C-Max and Focus models produced during a week this month because of potential problems with the steering gear assembly, a notice sent to dealers on Wednesday shows.

A Ford spokeswoman said today none of the affected vehicles were sold to customers and that less than 50 were on U.S. dealer lots.

Some C-Max and Focus models built at the Michigan Assembly Plant outside of Detroit from Aug. 8 to Aug. 15 may not have enough ball bearings in the steering gear assembly, the notice to dealers obtained by Reuters said.

"This condition can result in deformation and degradation of the remaining ball bearings, which can lead to impaired steering, including the loss of steering control, increasing the risk of a crash," Ford said today.

Ford said 502 of the recalled vehicles are in transit to U.S. dealers, 108 are going to Canada, and six to U.S. federalized territories.

Dealers will replace the steering gear before selling the vehicles, Ford said.

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Ford tells U.S. dealers to stop selling some C-Max, Focus models
Ford tells U.S. dealers to stop selling some C-Max, Focus models

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Manheim to Purchase Majority Stake in Carbizz

By: Auto Dealer Monthly
SÃO PAULO, Brazil—As part of its long-term growth strategy to invest in emerging markets, Manheim announced Tuesday it has purchased a majority stake in CarBizz, an auction operation based in São Paulo.

Brazil is home to one of the fastest growing automotive markets in the world, and this first move into that market supports Manheim’s plan to expand its global footprint while providing dealers with greater access to its broad range of vehicle remarketing services, officials said.

“We are excited for the opportunity to enter the Brazilian and South American markets,” said John Bailey, executive vice president and president of International Cox Automotive. “As a global vehicle remarketing leader, Manheim welcomes the opportunity to extend our brand and deliver results for our customer base.”

Owned by SGC Investments, CarBizz specializes in the remarketing of used trucks and large fleets. CarBizz employs a staff of nearly 50 people and will be operated by Carlos Domingues, who will serve as general manager.

Domingues comes to CarBizz from Manheim Portugal’s Porto operating location, where he has served as auction manager since 2007. He has 15 years of auction experience, including the past seven with Manheim Portugal. Domingues previously served as North Sales Manager for SLV, a Portuguese auction company acquired by Manheim International in 2007.

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NADA Releases New Video on Dealer Franchise Laws
NADA Releases New Video on Dealer Franchise Laws

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Mobile App Users Visit Service Departments More Often, Study Shows

By: Auto Dealer Monthly
DAYTONA BEACH, Fla. — Mobile app users are becoming more frequent visitors to a dealership’s service department once they download an associated app, according to new research from DMEautomotive.

The study looked at 307 dealerships nationwide that offer a dealership-branded mobile app and compared the 6-month service visit frequency of consumers after installing the app, versus prior to downloading.

According to the research, after downloading a dealership’s mobile app, users’ 6 month service visits increased by 25%. Service visit frequency grew 3.7 times faster than non-app users.

“These are remarkable findings,” said Marcie Hopey, director of Strategy for DMEautomotive. “While most dealers may think a branded mobile app is a ‘nice to have,’ this proves that not only do apps engage customers in unprecedented ways, they also deliver significant incremental service revenue.”

DMEautomotive estimates an annual lift of $144,000 in incremental service revenue for every 1,000 app users.

“This is striking evidence that a dealer-branded mobile app designed to keep customers engaged drives real service revenue,” said Mike Walther, president and CEO of DMEautomotive. “Combined with our previous research showing that a customer with a dealership-branded mobile app is 73% more likely to buy a vehicle from that dealer than a customer without one, and app users spend 7% more on their vehicle purchase than non-app users, it’s clear that apps have a profound and positive revenue lift on both the service lane and in the showroom.”

The DMEautomotive research studied over 2.2 million consumer records between the months of April 2013 and June 2014. The study covered a mix of 307 dealerships, representing multiple brands, store sizes, and regions, all of which offer Driver Connect, DMEautomotive’s dealership-branded mobile app, to their customers.

Source: http://www.autodealermonthly.com/news/story/2014/08/mobile-app-users-make-more-frequent-service-department-visits.aspx

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Cars.com: Service Department Reputation a Key Factor in Car-Buying Decision
Cars.com: Service Department Reputation a Key Factor in Car-Buying Decision

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Pennsylvania Couple Sues Dealer for Misrepresenting Vehicle Condition

By: Pennsylvania Record, Demetri Braynin

Pennsylvania couple says car dealer misrepresented condition of ‘Transformers’-inspired car

A Pennsylvania couple looking for a replica of a car featured in the Transformers movie

says that a Delaware dealership sold them a vehicle with more miles and damage than advertised, according to a federal suit filed in the U.S. District Court for the Eastern District of Pennsylvania.

Richard and Donna Lynn Rotandi allege that the Porter Auto Group in Newark, Del., violated the Motor Vehicle and Cost Saving Act (Odometer Act), the Pennsylvania Odometer Disclosure Law and the Unfair Trade Practices and Consumer Protection Law. The plaintiffs seek to rescind the transaction, plus compensatory and treble damages for what they say was a breach of contract and deceptive business practices.

According to the suit, the Rotandis began looking for a new car in the summer of 2013. Specifically, they wanted a fifth generation GM Chevrolet Camaro Coupe, painted yellow with a black double stripe down the middle, resembling the car called “Bumblebee” in the 2006 Transformers movie.

After some Internet hunting, the plaintiffs say they found a pretty close match advertised as new with 12 miles on the odometer by Porter Auto, a GM-authorized dealer. After some e-mail correspondence with a sales representative, the Rotandis traveled to Newark, Del., to check out the car. When they arrived, the sales associate told the plaintiffs that the car was new, but it had more miles than advertised, 58 miles, to be exact.

Regardless, the couple agreed to purchase the vehicle, with a financing package provided by Ally Financial Inc. Numerous forms of paperwork, including an Odometer Disclosure Statement, said the Camaro had 59 miles recorded. The suit says that by signing the documents and executing the agreement, Porter Auto Group represented as fact that the car was new, had no previous owners, had only been driven 59 miles and had no damage of any kind.

Immediately after the purchase, the complaint says, Richard Rotandi climbed into the car to drive it home and saw that the odometer read 583 miles. When he called the sales associate, Rotandi could not get a hold of him and left a voicemail. He called again the next day and left another voicemail, but never received a reply.

On July 31, 2013, Donna Lynn Rotandi pulled up a CarFax report on the Camaro, which stated that the car was first offered for sale by Porter Auto on Dec. 12, 2012, and reported to have 12 miles on the odometer. The CarFax sheet also allegedly said in March 2013, Porter Auto reported the Camaro had been driven for 565 miles.

The complaint also says that when Richard Rotandi gave a closer inspection of the car, there were signs of repairs made to the body, such as excess yellow spray paint on the rims, undercarriage and engine, a visible hump on the front bumper, uneven hood spacing and hairline cracks and peeling paint.

The plaintiffs say that if they had full knowledge of the car’s condition, they would not have agreed to the purchase and says that Porter Auto deliberatly misrepresented the odometer readings.

They are represented by attorney Demetri Braynin in Huntingdon Valley, Pa.

The federal case ID number is 2:14-cv-04786-MMB.

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Source: http://pennrecord.com/news/14452-pa-couple-says-car-dealer-misrepresented-condition-of-transformers-inspired-car Resource: 
Pennsylvania Couple Sues Dealer for Misrepresenting Vehicle ConditionPennsylvania Couple Sues Dealer for Misrepresenting Vehicle Condition
Pennsylvania Couple Sues Dealer for Misrepresenting Vehicle Condition

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Honda defends its sales figures

By: Chris Woodyard 

Honda took the offense Tuesday when it comes to defending its stale sales figures for the year, which lag both arch-Japanese rivals Toyota and Nissan.

The basic message was that overall sales numbers don't tell the whole story. Honda is refusing to join much of the rest of the industry in gimmicks that can boost sales to the detriment of customers, says John Mendel, executive vice president of the automaker's U.S. sales arm. It is taking a conservative sales approach in hopes of retaining customers.

Honda says it's tops in the industry when it comes to sales to individual customers in some key segments. They include the Honda Accord and Civic sedans, Odyssey minivan and CR-V crossover. It says the findings are based on research from IHS Automotive.

Yet overall, Honda, which includes the Honda and Acura brands, is down: Sales were off 1.5% for the first seven months of the year compared with the same period last year, according to Autodata. Honda is under pressure from Toyota, which saw 6.1% sales gains in the first seven months of the year, and Nissan, which is up 12.6%.

Mendel says sales to individuals, as opposed to trying to lure fleet sales with big discounts, represent a long-term approach that will win in the end.

"The steady approach to growth is not only sustainable to us, but protects our customers and resale values," he said on a conference call with several automotive writers. He also says Honda is avoiding long-term financing, loans that he says can leave owners with less invested in their vehicles than they are worth as used cars, making it harder for them to trade in for new cars.

Still, the mid-month call was an unusual step for an automaker like Honda, which usually dwells on sales figures at the start of the month.

Mendel says Honda doesn't really care grabbing up more of the market, just for the sake of staking it out. "We've never chased market share," he says.

Instead, he says the automaker will continue with its slow-and-steady approach, which it believes will keep customers coming back to the brand. It won't bounce, he says, from one discounting approach.

"Prayer," he says, "shouldn't be your only strategy."

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Honda defends its sales figures
Honda defends its sales figures

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Falling U.S. used-car prices will drive up new-car incentives

By Ben Klayman

(Reuters) - The U.S. auto industry will have to offer more discounts to maintain demand as prices for used cars decline.
With auto sales recovering from their recession-era slump, the industry's supply of used cars has started to rise again, driving down prices.
This in turn will pressure new-car prices and raise the stakes for automakers, which have enjoyed the new-car sales renaissance of the last 4-1/2 years.

To achieve annual sales above pre-recession levels of about 17 million new vehicles, "the automakers are going to have to increase incentives more," said Larry Dominique, executive vice president of research firm TrueCar Inc.

TrueCar estimates used-car prices will drop 5.2 percent by 2017, while new-car incentives, now at about $2,700 per vehicle, will rise about 11 percent over the next two years to nearly $3,000. The National Automobile Dealers Association forecasts a nearly 7 percent decline in the average used-car price to just under $15,000 in 2016 from $16,025 in 2014.

Meanwhile, new-car prices are rising because of the popularity of pricey features and more-expensive vehicles. They hit an average of $31,262 per vehicle last year and are expected to increase another 2 percent both this year and next, TrueCar said.

U.S. new-car sales averaged 16.7 million vehicles annually in the decade that ended in 2007, but they skidded to 10.4 million in 2009. Demand rose at a double-digit pace in the three subsequent years, increased another 8 percent to 15.6 million last year, and is expected to top 16 million this year.

Many of those cars, especially the ones coming off three-year lease deals, will be resold as used.

Dominique said the average age of cars on the road, now topping 11 years, would creep down as newer-model used vehicles enter the market.

Not everyone agrees.

Pete DeLongchamps, vice president of U.S. dealer Group 1 Automotive Inc, said that while used-car prices would continue to drop, pent-up demand for new cars remained strong because so many people delayed buying during the recession.

"There will be some shift in pricing, but I don't think it's enough to affect the market," he said.

Group 1, which derives most of its earnings from parts, service and financing, sold almost as many used cars as new ones in its latest quarter. Still, used models accounted for only about 13 percent of gross profit, compared with almost 20 percent from new.

Industry officials said still-high used-car prices had room to slip without significantly hurting new-car demand.

"This is a long-term, regular cycle," NADA analyst David Wagner said, "and not a bubble."

But while the auto industry, including U.S. automakers General Motors Co and Ford Motor Co, largely refrained from dramatically increasing profit-sapping incentives after the recession, experts have questioned whether that will hold given pressures the companies will face to increase sales and maintain share as demand growth slows.

"As the wholesale prices decline with respect to new vehicles, clearly it's a negative," said Tom Webb, chief economist for wholesale car auction company Manheim. "You can get in somewhat of a downward spiral."

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Falling U.S. used-car prices will drive up new-car incentives
Falling U.S. used-car prices will drive up new-car incentives

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Flick Fusion Introduces First Video Marketing Platform for Auto Dealers That Automates Production & Increases SEO Rankings

By Brian Cox

Urbandale, IA--August 18th, 2014-Flick Fusion (www.flickfusion.com), the industry's leading video marketing provider, today introduced the first video marketing platform for auto dealers that automates the video production process, increases organic SEO rankings, increases conversion rates and generates more leads to the dealership. With the addition of several recent and planned product roll-outs, Flick Fusion is also the industry's only provider that fulfills every video marketing need for dealers; including inventory videos, video e-mails, and general dealership videos that include customer testimonials, service department overviews and more.

"Many dealers want to incorporate video into their marketing plan, but don't have the resources or expertise to create dynamic videos for all their marketing needs," said Brian Cox, President and CEO of Flick Fusion. "Our platform offers a simple, cost-effective method for creating a video marketing strategy proven to attract more web site visitors and convert them into leads."

Flick Fusion's marketing platform offers auto dealers the following primary features and benefits:

Automates Video Production Process

Dealer personnel have the option to create and customize their own videos, but dealerships with limited resources don't have to do a thing, thanks to Flick Fusion's automated video production process. All a dealer has to do is provide vehicle inventory data and the Flick Fusion platform instantly generates videos with human voiceover, live video from its PicMotion library and intros and outros for branding. Flick Fusion's Timeline Automation feature allows personnel to instantly add and change customized banners with current rebate, APR, cash back offers and more, eliminating video production fees from ad agencies and web site providers.

Increases Organic SEO Rankings

Unlike many video production and web site providers that produce dealer videos in Flash format, Flick Fusion videos are produced in SEO-friendly formats and uploaded to YouTube, greatly increasing search engine rankings.

"Flash videos can't be indexed by Google and therefore they don't boost SEO rankings," said Cox. "Additionally many third-party sites don't accept Flash so dealers can't benefit from video syndication, which also boosts rankings."

Flick Fusion adds keywords and hyperlinks to dealership videos before pushing them out to YouTube and other third-party sites. Video content on the Internet increases the chances of front-page Google rankings by 53 percent, according to Cisco. And Flick Fusion's proprietary technology, VidMagnet, further increases web visibility for dealers' videos by leveraging Google's indexing algorithms.

Drives Traffic to Dealerships and Increases Lead Conversion Rates

According to the Google Vehicle Shopper Path to Purchase Study conducted in September 2013:

• Sixty-one percent of vehicle shoppers watch online videos as part of their research process
• More than half of car shoppers spend 30 minutes or more watching video
• Online video was the top ad format for helping drive brand consideration
• Forty-nine percent of car shoppers visited a dealership after watching a video

"Videos are not just a web site add-on, but an essential part of every dealership's strategy in the same way television and newspaper ads once were," said Cox. "Online video is a dynamic tool that engages and influences car shoppers in the final stage of the purchasing process."

Flick Fusion's large video distribution network drives traffic to dealerships by encouraging consumers to visit the dealer's web site, contact them directly through the video player, or to call or visit the dealership, creating more leads and increasing conversion rates.

Fulfills Every Video Marketing Need

Flick Fusion is the industry's first and only provider that can fulfill every video marketing need for auto dealers, including inventory, video e-mail marketing and general dealership videos:

1. Inventory: Flick Fusion creates and uploads every vehicle video onto YouTube as well as hundreds of third-party web sites, including Autotrader.com, Cars.com, eBay, Craigslist and more. Additionally videos can be uploaded onto dealers' Facebook pages. Inventory videos give dealers increased control over content as many third-party web sites format inventory listings according to their own sites' specifications, not how dealers want the information presented. Inventory videos ensure that a dealer's exact message is conveyed in the manner they want the customers to see it.
2. Video E-Mail Marketing: VidMail allows dealer personnel to create customized videos for individual lead inquiries. When a salesperson gets a lead requesting information on a vehicle, it takes just minutes for the sales person to log on to the Flick Fusion platform and create a video e-mail that may include a video greeting by the salesperson, walk around tour of the vehicle and general dealership videos.
3. General Dealership Videos: A variety of videos can be produced and posted on a web site as well as YouTube to attract customers and keep them engaged; including dealership value proposition videos, customer testimonial videos, service department overviews, sales events, special offers and more.

Viewable on All Mobile Devices

All of Flick Fusion's inventory and dealership videos can be viewed on mobile devices and are easily accessible on dealerships' mobile web sites. According to the 2013 Google Vehicle Shopper Path to Purchase study, 35 percent of purchasers used their mobile device to conduct research on vehicles, and Flick Fusion's own customer statistics show that 20 to 25 percent of all videos watched are viewed on a mobile device.

"Dealers without a mobile web site and mobile marketing plan are turning away one-third of all car shoppers," said Cox. "Our platform makes it simple for dealers to incorporate mobile video into their marketing plan."

Flick Fusion's videos are platform agnostic so they are viewable on any operating system, using any browser and every type and brand of mobile device.

To see a demo of Flick Fusion's video marketing platform, visit Booth 900 at the Digital Dealer Conference & Exposition, September 23rd-25th, Las Vegas, NV.

About Flick Fusion

Flick Fusion specializes in creating, managing, and distributing dynamic and cost-effective online and mobile video products. Each video is designed to help dealerships reach and engage with customers, delivering rich content that results in increased sales and ROI. Flick Fusion produces video content for more than 3,000 dealerships and more than a dozen reseller partners. For more information, visit www.flickfusion.com.

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Resource: 
Flick Fusion Introduces First Video Marketing Platform for Auto Dealers That Automates Production & Increases SEO Rankings
Flick Fusion Introduces First Video Marketing Platform for Auto Dealers That Automates Production & Increases SEO Rankings

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Americans now have an electric supercar to call their own

by Jon Fingas


It's not hard to find electric supercars, but finding one that's truly American is a challenge. Even Detroit Electric's SP:01 borrows a British car body. Relief is in sight for patriotic EV buyers, however -- Renovo has just unveiled the Coupe, billed as the first "all-electric American supercar." It combines a Shelby CSX9000 chassis with eco-friendly guts, making it an odd blend of '60s-era sports car looks with modern responsibility. That still makes it a pretty fearsome beast. Its twin electric motors put out the equivalents of 500HP and 1000lb/ft of torque, which is enough to catapult it to 60MPH in 3.4 seconds -- that's quicker than most exotic gas guzzlers, and substantially faster than American performance EVs like the SP:01 and Tesla Roadster (both of which take "just" 3.7 seconds). It's quick to recharge, too, and can use a fast charger to top up in half an hour instead of the usual five.

There are some catches. The top speed is only listed as "over 120MPH," so you probably won't win any sustained drag races. There's no mention of range, either, so you might not want to count on any lengthy adventures. And that's if you can get a Coupe in the first place; the car doesn't go into its limited production run in 2015, and word has it that the price may be a lofty $529,000. Even if that's off, it makes Tesla's highest-end Model S sound like the bargain of the century. Nonetheless, the Coupe may be the only game in town if you want the fastest possible green machine made on American soil.

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Americans now have an electric supercar to call their own
Americans now have an electric supercar to call their own

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Alfa Romeo 4C Arrives In (Select) U.S. Dealers In June

BY: Stephen Edelstein

Alfa Romeo's new 4C will mark the Italian brand's return to the United States, but things will start small. At the 2014 Detroit Auto Show last month, Fiat Chrysler CEO Sergio Marchionne told The Detroit News that the small sports car will arrive in the U.S. in June, but only at select dealers.

The 4C will be sold at Maserati stores, as well as the best-performing Fiat dealers. Marchionne said those Fiat dealers "know who they are," but a Fiat Chrysler spokesman revealed to the newspaper that dealers have not been told whether or not they've been chosen.

That means finding a 4C may take a little work, but the pint-sized sports car was never meant to be common. Its anticipated U.S. base price is $54,000--a bit more than a Chevrolet Corvette Stingray--and only a fraction of the 3,500 4C sports cars Alfa plans to build each year will be imported here.

Those cars will be roughly 220 pounds heavier than ones sold in other markets, due to extra aluminum bracing needed to pass U.S. crash tests, and some modifications made to the fuel tank and fuel lines.

Still, with its carbon fiber chassis and compact dimensions, the 4C should be an excellent car to drive. Power comes from a 1.75-liter turbocharged and direct-injected four-cylinder engine, which produces 240 horsepower. Coupled to a seven-speed dual-clutch transmission, it will propel the 4C from 0 to 60 mph in 4.5 seconds, and on to a (limited) top speed of 155 mph.

If nothing else, the 4C should attract plenty of attention to the Alfa brand. It will need to do that if Alfa's U.S. presence is to remain permanent.

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Resource: 
Alfa Romeo 4C Arrives In (Select) U.S. Dealers In June
Alfa Romeo 4C Arrives In (Select) U.S. Dealers In June

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8 Ways to Strengthen Auto Dealer Relationships

By Michelle A. Samaad

With 15 years of dealership experience, Sarah Richard Denton has seen her fair share of what works and what doesn’t when it comes to working with credit unions and other lenders.

Denton is a finance and insurance manager at Kelly Cadillac in Lancaster, Pa. CU Times recently tuned into a webinar where she shared her personal experiences with lenders.

When it comes to working with credit unions as compared to banks, she had a few poignant observations. For instance, credit unions are more lenient on certain types of credit, Denton noted. A 20-year member who has worked at Alcoa, for example, may have a horrible credit history but a credit union will likely work something out, Denton said.

“There are some weird quirks about working with credit unions. They’ve really become more prevalent in indirect lending,” Denton said. “As far as funding, some do it good and some do it bad. Everyone is different. As a dealer, one of my biggest fears is losing business from a credit union.”

However, as a long-time member of a credit union, Denton said she has an affinity for them.

“I love my credit unions. I have a very a good friend who is a lender at a credit union that I’ve belonged to for 20 years. They do indirect and I send them a lot of car loans,” she shared. “I’ve talked to him about this before: you have to strike a balance, have a conversation. There is room for balance and it all comes back to having that personal relationship.”

So, what are some other ways credit unions can secure long-term relationships with auto dealerships? Click through to read Denton's suggestions.

1. Come on by.

“One thing that has made a difference to me and my colleagues is a personal visit,” Denton said. “Yes, the dealer is important but it’s the finance manager who’s going to make the decisions in the heat of the moment. You’ve got to develop that relationship. It may sound ridiculous but let’s go out for coffee.”

Denton said lenders who have a 60- or 90-second elevator speech ready, can go far. Once the alliance is established, her top three criteria for lenders who were able to cement successful partnerships are response time, rates and funding. Being straightforward and ethical also helps to establish trust, she noted. Staying in contact matters as well – Denton’s lenders meet with her at least once a month.

2. Be available after hours.

Denton suggested having someone around at the lending institution in the evening hours in case there are questions. Email and text messages are also critical forms of contact.

“I can’t tell you how many hairs I’ve pulled out over the years at not having someone to talk to after hours,” Denton said.

3. Secure the funding as quickly as possible.

Lenders should also avoid dragging out the funding process, Denton advised. For instance, in the subprime market, funding can get held up for weeks, she’s noticed. To speed things up, Denton suggested having as much done upfront at the time of approval.

4. Help educate dealers about new regulations.

With the myriad of regulatory and compliance changes within the auto lending sector, Denton said she understands the pressure that some lenders may face to ensure that their portfolios meets Consumer Fair Lending criteria.

Lenders who go that extra mile to educate dealers about updates through on-site workshops are always appreciated.

“Smaller lenders are saying, ‘whew,’ but I don’t think anyone is immune. Everybody is still trying to figure out what’s going on,” Denton said. “But some of the smaller lenders are more agile with getting documents in place. I think because they’re smaller, they feel they’re a little bit more exposed."

5. Ease up on the legal mumbo jumbo.

It would be helpful for lenders to have easy-to-understand contracts and letters of assignment, Denton said.

“I know there’s different verbiage in these contracts and everyone wants to protect themselves legally. It’s just very frustrating to contact someone and find out the next day, you can’t use the contacts. Call us up in the morning and say ‘did you need anything from last night?’”

6. Keep the dealer out of internal back and forth.

One surefire way a lender can lose Denton’s business is getting caught in the middle of a financing spider web, she said.

“Sometimes, lenders will say ‘we have this business for you,’ and then I’ll call them up and they’ll say ‘I can’t help you…this came down from the top.’ That can be a death knell of the relationship.”

7. Define and have a thorough understanding of your niche markets.

Denton advised lenders to get creative with their programs and expand existing ones. There’s room for fresh approaches such as guaranteed buyback programs, she offered. Pinpoint which markets to serve – franchise or independent and subprime or prime – and if they’re already serving these groups, be sure to understand all of the ramifications. She pointed out the subprime market continues to grow.

“One of the shortfalls in financing is working with the self-employed and small businesses. As a small business owner myself, I had to pay a ridiculously high interest rate. Decide if you want this type of business in your portfolio.”

8. Don’t forget the occasional appreciation gift but forget about bribes or cash.

“We do like treats,” Denton admitted. “I started in this business when gifts and crazy stuff were popular. People had a lot of money in the 1990s. Now, cash gifts are a dangerous thing. There are some dishonest people out there.”

To this day, lenders who make initial contact with a line card attached to a branded coffee mug, screen cleaner, breath mints or hand sanitizer, for example, puts that financial institution top of mind for Denton.

“It sits on my desk, I see it every day, I may call you,” she said.

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Resource: 
8 Ways to Strengthen Auto Dealer Relationships
8 Ways to Strengthen Auto Dealer Relationships

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Why Responsive Websites are Perfect for Dealers

By:  Ali Amirrezvani

There is no shortage of opinions in our industry. Depending on who you ask, they will likely have a very passionate opinion about the three major types of mobile website strategies: responsive, adaptive, and mobile-only. If you ask a website provider, they’ll tell you that the option they have currently available is the best option whether they have numbers to back up their opinion or not.

Here, we’d like to make the case about responsive website design in a way that relies on more than opinions stemming from a company’s own technologies. We have explored all of the options and we are convinced that responsive is not only the future but that it’s already here and ready to help dealers improve search marketing and conversions. 

1. Google Loves Responsive Websites

The search giant has had their hands in guiding the perspectives of marketers since their rise to prominence nearly a decade ago. As we detailed in our blog post, Google has made it very public and exceedingly clear that they believe all websites should eventually be built on responsive website platforms.

They make a great case for the user experience component, but they are also doing it for selfish reasons. With responsive websites, they are able to serve to their customers (those using their search engine) a consistent set of search results options. This eliminates mobile-only websites (which dominate the automotive space currently) as a valid option now and in the future because a web page that appears on a desktop may not appear without redirect on a mobile device.

With Google’s opinion taken into consideration, we can eliminate option 3 – mobile-only websites – completely from consideration if search is an important traffic driver for your dealership.

2. Your Customers Love Responsive Websites

Consistency is one of the keys in our industry. Your customers want to see and hear a consistent message in your advertising and they want to be able to have a consistent experience when shopping on your website.

With responsive website design, they get just that. Car shoppers will visit a website multiple times during the buying process. They will often do so from multiple devices during visits that are spread out over days, weeks, or even months. With responsive websites, they’ll be able to have the same basic experience every time they visit regardless of the device that they’re using at any given moment.

Adaptive websites, the second option that some dealers are currently using, does not deliver a consistent experience. Pages can look completely different depending on which device they’re using. This means that they will not experience the triggers that got them interested in a vehicle in the first place. It’s the reason that adaptive websites consistently perform worse than responsive websites (even bad ones). It isn’t as pronounced as a reason to abandon them altogether the way that mobile-only websites fell, but they are clearly not ideal today and will likely be completely obsolete within a year or two.

3. You Will Love Responsive Websites

All of this is important. You want to make Google happy and you want to make your customers happy, but you must be able to be happy with your website and backend tool in order to take full advantage of your website. With responsive websites, the management of them is streamlined in ways that mobile-only or adaptive websites simply cannot achieve.

Whether it’s image resizing, button placement, or text alignment, a properly designed responsive website will be able to make your own experience with the site as easy as possible. Anyone who has had to manage a mobile or adaptive website will know that challenges can arise because you’re basically managing two different websites. Sometimes, the interface does not make it conducive to page creation or editing. With responsive websites, you have one website to manage that will encompass every option.

Why We Love Responsive

These three reasons are compelling for dealers, but it’s important that you understand our perspective as well. It was a long process of research, coding, and testing that brought our platform to the point that it’s at today. This process is the reason that most companies are coming up with excuses about why they are not going responsive rather than following the trends and the data that point to its inevitability.

We believe in delivering cutting edge technologies to our clients. When all is said and done, delivering the best tools and technology available is how we’ve been able to keep our clients dominant with their website presence. We love responsive websites. If you don’t love them yet, we encourage you to let us show you why you should.

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Resource: 
Why Responsive Websites are Perfect for Dealers
Why Responsive Websites are Perfect for Dealers

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Why Tesla Motors can't sell cars in most of the United States

BY Ben Gilbert

Tesla Motors makes beautiful, quality electric automobiles. Don't just take it from us; Consumer Reports rated the Tesla Model S the "best overall" car in its 2014 Top Picks report (which includes all non-electric cars as well). Yet, despite Tesla CEO Elon Musk's ongoing effort to expand his EV empire, state after state in the United States is pushing back. Not because those states are against electronic vehicles, Musk or even Tesla; it's about the way Tesla wants to sell its cars. Specifically, it's about money.
WHAT TESLA WANTS

You know how Apple has stores where it sells its computers, tablets, phones and other stuff? "Apple stores?" you ask. Yes, Apple stores. Tesla wants to do that. This is Tesla's business model:

    Make things.
    Sell those things directly to consumers in stores owned and operated by Tesla.

The first part of that business model isn't the problem; it's the second bit. Specifically, Tesla wanting to both own and operate stores -- rather, dealerships -- in the United States. When it comes to new cars, the concept of "direct-to-consumer sales" is illegal in many US states. Some states are even adding provisions to ban them: This past March, New Jersey Governor Chris Christie signed into law a bill that specifically makes direct-to-consumer car sales illegal.

WHY THAT ISN'T POSSIBLE

Why do so many states have provisions against direct-to-consumer car sales? Because of the way the car dealership system works. Early in the automotive industry, carmakers needed individual franchise owners to invest and set up a system for consumers to buy vehicles. Without highways, transporting vehicles was difficult. Additionally, cars required far more maintenance early on. Thus, the franchise model was born.

To protect themselves, car dealers formed associations. Laws were enacted, and it's those laws -- meant to protect car dealers -- that are interfering with Tesla's ability to sell cars directly to consumers. Here's the logic of the argument against Tesla: If Tesla can sell cars directly to consumers, what stops the rest of the car industry from doing that? That is the heart of this, so let's be totally clear:

The entire argument against Tesla selling cars directly to consumers is that car dealers might have to face competition from the companies they currently represent.

That's it. It's not really about Tesla, or electric cars. It's about money. It's an argument against competition that may or may not even manifest in reality.On the flipside, Tesla could go the franchise route and give in. But should it have to? Shouldn't Tesla be able to sell its cars directly to consumers? This side of the argument is also about money, no doubt, but there's a control aspect as well. If Tesla gives in to the franchise model, it also gives in to all the restrictions that come with it. And 50 years of political lobbying have added quite a few restrictions, largely in favor of the franchisee. Tesla doesn't want anything to do with it. Musk put it succinctly in a March 2014 company blog post:

WHO IS FIGHTING TESLA?

You've likely guessed already, right? It's the auto dealers associations. Not only is the National Automobile Dealers Association (NADA) number 19 on the top all-time political donations list, but sales from auto dealers account for about 15 percent of all retail sales in the US (according to 2012 data from NADA). When an industry accounts for more than one-seventh of the country's total retail sales, that industry has some political clout. When that industry also has a heavy-hitting political lobby arm in Washington, DC, it's far more powerful.

Last May, when Tesla fought a bill (and won) in North Carolina that would ban direct-to-consumer car sales, North Carolina Automobile Dealers Association President Bob Glaser argued in favor of it to the Associated Press. "It's a consumer protection," he said. "And why we say that is a dealer who has invested a significant amount of capital in a community is more committed to taking care of that area's customers."

As for the White House, the Obama Administration responded to a We the People petition last Friday afternoon regarding direct-to-consumer car sales. The petition specifically asked President Obama to "allow Tesla Motors to sell directly to consumers in all 50 states."

Special assistant to the president for energy and climate change, Dan Utech, wrote, "Laws regulating auto sales are issues that have traditionally sat with lawmakers at the state level. We believe in the goal of improving consumer choice for American families, including more vehicles that provide savings at the pump for consumers. However, we understand that pre-empting current state laws on direct-to-consumer auto sales would require an act of Congress."

Not exactly reassuring, though technically accurate: The White House isn't able to do much legally without Congress first introducing a bill, passing it and giving it to the president to sign. Obama could, of course, rally for such a bill either in private or public. At the very least, it looks like he's not doing much in public.

NEXT STEPS

Back in 2010, the Obama Administration helped secure government-backed loans for Tesla to the tune of $465 million. The loan has since been paid and Tesla's Model S is a success both critically and commercially. But with the threat of a war of attrition as Tesla makes its case from state to state, the next few years will be critical for Musk's company in the US.

Having created recharging "corridors" along both coasts and enabled coast-to-coast driving with its "Supercharger" centers, it's easier than ever to own a Tesla car. But will you be able to buy one?

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Resource: 
Why Tesla Motors can't sell cars in most of the United States
Why Tesla Motors can't sell cars in most of the United States

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8 N.J. auto dealerships and owners to pay $1.8M for alleged deception

By Christopher Baxter | The Star-Ledger

Eight New Jersey car dealerships and their owners have agreed to pay $1.8 million to resolve allegations ranging from deceptive sales tactics to failing to disclose mechanical defects or past damage to used cars, state authorities said today.

The dealerships and owners — Carmelo Giuffre, of Brooklyn, N.Y., and Ignazio Giuffre, of Colts Neck — also agreed to resolve complaints filed by 45 customers by providing restitution or other relief under a binding arbitration process.

Dealerships included under the deal were Route 22 Toyota, Route 22 Honda, Route 22 Nissan and Route 22 Kia, all in Hillside; Hackettstown Honda; Hudson Honda in West New York; and Freehold Hyundai and Freehold Chrysler Jeep.

As part of the agreement, the companies and owners admitted no guilt and agreed to settle to avoid "costly and prolonged litigation," a spokesman, Rich Tauberman, said. He added that the dealerships now offer only one price to eliminate negotiations.

"The Route 22 dealerships are confident that offering every customer the same price based on independent and public, third-party data will promote transparency and alter the culture in automotive sales in a way that inspires greater consumer confidence," Tauberman said.

State consumer affairs officials said they logged numerous complaints against the dealerships, including failing to honor negotiated or advertised prices for vehicles and charging customers for supplemental warranties or other "after-sale" items without their consent.

Customers also alleged that the dealerships failed to refund deposits for canceled or aborted sales and advertised cars without providing vehicle identification numbers, preventing them from checking their history of damage and use, authorities said.

In February 1999, the same owners and three of the dealerships entered into a settlement in which they agreed to pay $450,000, including $250,000 as a compensatory fund for customers, resulting from similar complaints, authorities said.

Under the new settlement, the companies must hire a state-approved compliance monitor for two years to oversee operations and report back to the state Division of Consumer Affairs.

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Resource: 
8 N.J. auto dealerships and owners to pay $1.8M for alleged deception
8 N.J. auto dealerships and owners to pay $1.8M for alleged deception

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NADA Releases New Video on Dealer Franchise Laws

By: Automotive News
McLEAN, Va. — New-car dealer franchise laws protect consumers during safety recall and warranty claims, create price competition and benefit automakers, says the National Automobile Dealers Association in a new animated video released Wednesday as part of its “Get The Facts” initiative.

“Buying a car is a ... complicated purchase with financing, titling, registration, insurance and trade-ins. Because cars are expensive and car buying is complex, governments set up dealer franchise laws to protect consumers, and dealers make this complex process simple,” the video explains. “But recently, some have suggested weakening these laws or eliminating them to bypass dealers completely — a bad idea and nowhere simple as it sounds.”

The new video explains the central reason why states adopt dealer franchise laws: to protect consumers and provide a competitive business environment.

The dealer franchise network is also supported by automakers as the best and most efficient way to buy, sell and service cars in the marketplace, and “dealer franchise laws just make good business sense,” according to the NADA.

“Factories get to focus on design and building great cars, while dealers invest billions in showrooms and websites to compete for local business and sell cars at a great price,” the NADA said in a statement. “And locally owned dealers have a huge positive impact on local communities—local businesses that create more than 1 million jobs nationwide, and provide more than 15 percent of local tax revenue.”

NADA’s “Get The Facts” initiative is designed to inform the media, opinion leaders and policymakers about the numerous benefits of America’s franchised new-car dealers through a new webpage and variety of multimedia resources available here.

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Resource: 
NADA Releases New Video on Dealer Franchise Laws
NADA Releases New Video on Dealer Franchise Laws

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Attention Car Dealers...How Is Your Internal Online Reputation?

by Stan Sher.

It has been about seven years since the importance of dealer online reputation has become a serious concern in the industry. A number of businesses in general have taken a proactive approach to manage their online reputation. In fact, there is always a new small business popping up offering SEO, social media, and reputation management services . These services have played a healthy role in improving how a business handles their marketing practices as well as customer relations.

While this topic has been discussed more then enough times over the years there are other aspects of reputation management that businesses have failed to look at. Let's explore digital human resources and recruiting practices. We all know that just about anything can be done on the internet. This means that there are websites popping up offering new tools, services and solutions. In fact, sites like Indeed.com, simplyhired.com and Glassdoor.com have made a mark in recruiting. These sites have as big of an impact on recruiting as Careerbuilder and Monster.

What is interesting about these newer platforms is that they allow past and present employees to leave reviews and comments about their experience working for their employer. This in turn allows job applicants to explore and consider if a company is worth applying for. When exploring some classified ads on these sites it has become evident that business has not been paying to attention to how their employees view them. Sure, it is easy to go on facebook and see if an employee badmouths their boss or employer. However, business is not managing their internal online reputation.

This is a very important topic for millennials, because they are socially savvy. Millennials read and write reviews of everything online. They also have a different attitude to jobs then "baby boomers" do. While, millennials have a difficult time landing on their feet or being taken seriously they still possess that attitude that makes them move on if something just does not smell right. This means that it is time for employers to step up their game by adding another process for managing their business. This is a Human Resource function.

Let's face it employers (especially car dealers) deal with many issues that involve having past employees or current employees that might be disgruntled. A business that is always recruiting for fresh talent will limit the ability to have a quality recruiting process because negative reviews will force job seekers to move on and explore more opportunities.

It is time to get proactive. Employers that part ways with employees must have a process that is well documented and reviewed. This goes beyond an exit interview. If money is owed to the employee then it is important to get them paid right away. Anything that is owed by the employee needs to be produced as they exit their job as well. Employers need to be so professional that the exit process is a positive one. This will limit negative feelings and drama that would otherwise occur afterwards.

Employers must take the time to review working conditions and update internal practices to not only remain profitable but also be a place where employees want to go work. Employers should encourage current happy employees to review them online on job sites so that the credibility of the company is increased. Any bad review that gets written needs to be addressed just like a bad review that gets addressed with unhappy customers. This will also increase credibility with customers. As customers search for a dealership online they may come across recruiting ads and look at them out of curiosity. In the end dealerships can not only maintain a positive reputation but also decrease employee turnover.

Stan Sher is the founder and president of Dealer eTraining, an automotive sales training and consulting company focused on internet, BDC and showroom sales operations. Stan is a millennial himself with over 11 years experience in the automotive industry. He can be contacted at ssher@dealermark.com.

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Resource: 
Attention Car Dealers...How Is Your Internal Online Reputation?
Attention Car Dealers...How Is Your Internal Online Reputation?

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How Dealerships Can Use PPC To Build Brand Awareness And Exposure

By:  Andrew Cabrelli.
These days, more and more car buyers are heading online before making up their mind on where to buy their next car. As a dealership, building your brand and associating it with positive traits is key to both gaining new clients and retaining existing ones. No matter what advantages your dealership offers, if you can’t break out of the wallflower category, no one is going to know about how great you are .

AdWords can be an excellent tool for building brand awareness. Though it is often overlooked in favor of social and email marketing endeavors, it has its own unique advantages to bring to the table. You can render your audience down to the simplest metrics like age, gender and interest. If you’re a Hyundai dealer and want to focus primarily on people completing searches about Hyundai and specific models, you can do that!

The audience base is also absolutely massive. It’s a great way to get your message out there to every possible person interested at the lowest price imaginable. You don’t pay by the click, you pay by per thousand views - averaging less than fifty cents for 1,000 views!

You can use the following the four simple steps to create a dealership branding campaign on the Google Display Network.

1. What Do You Want?
Identifying your objectives is key.

• Brand/dealership loyalty?
• Increase your audience?
• Improve image of your product/brand?

It is important to define your goals as definitively as possible, because every aspect of the campaign will be fixed towards achieving those goals; every dollar spent and every word used.

2. What Will You Focus On?
Everyone likes to talk buzzword metrics, but for Display, the metrics you’ll want to focus on are:

• Reach: The number of people who were just exposed to the ad. 
• Impressions: The number of people who were exposed to and consumed the ad.
• Conversions: The result of that exposure and consumption. Often times synonymous with “interactions”

3. Define Your Target Audience
Use tools like the Google Ad Planner and AdWords Placement AdWords Placement or the Google Ad Planner to pare down the multitudes. You’ll be able to hone in on your target audience with an incredible degree of precision. If you’re in automotive, you’ll be able to focus on specifics like gender, age and income along with targeting specifically to channels that focus on topics like automotive news and technology.

4. Create a Powerful Narrative
Display, as an ad platform, has far more flexibility than pure Paid Search. You can utilize image-based ads, both animated and static or fool around with pure text ads. There is also the opportunity to utilize video production in your ads. You’ll want to fool around with every option available to make sure you are grabbing your audience as best you can. There is always room for improvement. As a dealership, you probably utilize televised ads. You can convert one of your television ads into the correct format and upload it in no time!

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Resource: 
How Dealerships Can Use PPC To Build Brand Awareness And Exposure

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