Professional Community for Car Dealers, Automotive Marketers and Sales Managers
I was visiting with an owner of a medium size dealer group last week and we got on the subject of "preferred vendors" that are offered from an OEM requirement. Some are tied to incentives, some require strict guidelines as to what can and what can't be done. Also some are just offered because they have a lot of rooftops. The question that was offered to me was "If most everyone has to use the same SEO/SEM and Website providers because they are on the "Preferred List", how can anyone have a competitive advantage if they all have to treat each of them equal" I thought this was a great question and goes right in line with the fact I believe the manufacturers are getting to involved in the dealership's marketing and requiring them to use vendors that may not necessarily have the dealerships best interest in mind. I do believe in protecting the brand, but that is why there are compliance departments. Just thought I would like to hear some feedback on this for this deal. Remember the dealer is the one with the capital investment in bricks and mortar, inventory and their brand. What say ye'