I have the privilege of getting invited to speak at various dealer 20 groups, conferences, seminars and other dealer focused events around the country... In fact, I am headed to an NCM 20 Group in San Diego in a couple hours. Every time I deliver presentations that focus on various aspects of Automotive Digital Marketing, if there are any dealers in the room, they invariably bring up some aspect of OEM website suppliers and the way that several car companies have designed their programs.
Here's a couple of changes that that car companies could implement to make things more dealer friendly:
1. Allow dealers to choose from at least 2 suppliers.
2. Set up a Search Advertising Enrollment page for Dealers.
3. Dealership Alternate URL Registration.
The fact is that dealers can and should have more than one website that each serve various targeted customer bases and subject matters. The days of a one size fits all dealer website are long gone and dealership business models actually act more like a consortium of affiliated businesses than a single store front. Personally, and this is just my opinion, I believe a dealership should have seperate websites that reflect the dealership's autonomous department structure... A Service website, a Parts website, a Sales website, a Commercial and Fleet website... maybe even a used car website all make a lot of sense. Of course, they would all have descriptive text based links to each other so that a network has been created... Hey, I have an idea! We could call it the "Inter-Net" or something like that!!!