By Eric Johansen | Data Analyst
Automotive service managers are always trying to find the right combination of marketing tools and successful business practices to maximize profits. A dealership that has made
a lot of wrong marketing and customer service decisions can be a challenge to turn around. Word gets out. So, how can a historically underperforming service department with a bad
reputation be transformed into a champion?
One answer can be found in a success story that occurred recently in a southeastern U.S. market. There were two dealerships in close competition in the same metropolitan area.
They had very different business philosophies and marketing plans that produced starkly contrasting results.
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By Eric Johansen | Data Analyst
October is Car Care Month, and maintenance for the upcoming winter weather should be a priority for prudent customers who treat their vehicles as long-term investments.
According to RLPolk*, a survey of U.S. consumers shows 64% said they were "very or extremely likely" to keep their current vehicle longer due to economic conditions.
Also, 81% of the 713 interviewed said they intended to take better care of their vehicles. Since the average repair order for older vehicles is about twice that of vehicles
three years-old or less, this provides an opportunity to reach a segment of the market that has traditionally been relinquished to the aftermarket - a segment that can be very
profitable.
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