Automotive Digital Marketing

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Who's selling cars to people who hate the buying process?

The auto industry has many good tools to manage the behavior and request of all the leads, calls and inquiries a customer may have. Their merchandising skills in managing customers are outstanding.They have mastered their ability to be quick on the draw to respond to leads to come down and close.

But my feeling is that a bigger audience is becoming more fickled about the sales experience and not the technology.

Perhaps TRUEcar has the right idea about creating bar and graphs and sending me a certificate that I can shove at somebody at the dealership. A salesperson calls me back, even though I asked for email correspondence. The TRUEcar authorized salesman asks the same questions as a common lead; "what do I have to do to get you into a car today?" So has TRUEcar made the car buying experience easier? 

Nobody is tackling the experience mayhem.  Why can't I click to a no BS landing page where I can skip the process and salespeople and come to a secret door on the side of the building that will have my paper work ready? Hello?  

  If millennials want something different, why don't dealers offer it?   Read these 3 articles and see how you feel.

SO is there anyone out there that can share with me a dealership that is dealing with this dilemma successfully or do we go on pretending that this problem doesn't exist because they will turn into a lead eventually?

Bill Sattree 

Views: 261

Tags: Truecar, buying, car, dealership, drive, easy, experience, hate, made, millennial, More…test, true


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Comment by Dane Hulse on October 4, 2013 at 7:00am


As a Volvo Sales Manager, we regularly deal with customers who dislike the "buying process", i.e., the back-and-forth between manager and sales person, the "red pen" treatment, etc.  We try to make a fair presentation utilizing vAuto and Manheim tools to show retail market pricing and wholesale values.  Truecar, Costco, or other buying programs, in many ways, only show the buyer how little they HAVE to pay, and then customers often times want another discount.  It is a dilemma, that is for certain.

Dane Hulse

Automotive Professional Network and Resource Exchange for Car Dealers, Managers, OEM and Marketing Practitioners seeking Best Practices.

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