SAAR Predictions Trending Down...What Do You Do?

[MollyCurry]

Fellow Refreshers. Two reports out: one from NYT (http://nyti.ms/2qyfv4L) and one from Ward's (http://bit.ly/2qyHPnC). So, dealers, are you pivoting? Is the executive team making changes? If so, what kind? Are vendors receiving cancellation emails? Are you asking for more justification from your providers? Having been through five recessions with car dealers I would not underestimate their creativity to succeed, but would like to know your thoughts and feedback.

 

[craigh]

Fake News!

JK though - in Canada we get the echo, so I'll be watching carefully.

 

[Jeff Kershner]

Dealers like to Cut Cut Cut! Cut advertising, Cut training, Cut amenities.

Justification from my providers is always the case.

Our arms were "twisted" a few months ago to sign up for a conquest email marketing campaign service. The campaign is now ending. The reporting, too general. No conversion or even tracking but they love to do theatrical sales matching. CPC - over $6.00 vs a CPC of .66 across a social channel campaign.

 

[AdamMurray]

Dealers like to Cut Cut Cut! Cut advertising, Cut training, Cut amenities.

Yup. We just went through a very significant general order at both of our stores to "Cut, Cut, Cut." With 30, 60 and 90 day outs on most of our vendor contracts it was a gradual glidepath down to the crashpad. We hit it, though, and now making a case for a thought out, targeted increase.

It has been a bit painful but, to be completely honest, something I have secretly wanted to do since I got here...purge, analyze, reset. To test vendors AND make a point to ownership that internet marketing does more than print credit apps for their referrals and skate lot ups.