Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
I found this post on a BMW message board and felt it was important enough to post in a few places.
The author of this post wanted a very specific configuration on a new BMW and couldn't get one from the two dealerships in his hometown. So he sent in an information request with every dealer within a 200 mile radius
and documented every bit of the experience for the entire world to see
(or at least the BMW community).
Looking over this posting should make you consider your lead response
system, pricing, negotiation and also serves as a reminder that nothing
we do is private anymore.
The other aspect that really caught my attention (as a marketing major)
is that none of them attempted to differentiate themselves in any real
manner. The dealers that he was happy about are the ones that didn't
screw anything up really. There was very little done in the way of a
USP (unique selling proposition) or dealer-added value whatsoever.
Check out the article here
What do you think? Will these buyers become more prevalent or less? Are your processes ready to be evaluated for your entire market?