Dealer Shuman does 'stupid' ads, wins ratings

March 24, 2014 - 12:01 am ET
Bob Shuman writes his own 'stupid' radio ads touting transparency and commission-free sales to draw customers to his no-frills Chrysler-Dodge-Jeep-Ram store in Walled Lake, Mich. The lawyer-turned-dealer scoffs at rivals who offer haircuts and teeth whitening. Selling and fixing cars well is 'enough on anybody's plate.'


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