Aaron Masterson has been displaying flipped-up vehicles at Dennis AutoPoint's Ohio showrooms off and on for almost 10 years. He says it illustrates product value rather than the deal.
He spoke with Special Correspondent Greg Migliore about the cutthroat climate in which dealers operate.
How can a dealership stand out from the crowd?
Simply through its people. Without question, through its people. We think that you stand out in how you approach the customer.
Do consumers expect innovation from dealers?
No question. They're getting a product from a manufacturer, but they're getting it through a dealer. If you're not innovative, you're not in the business.
So you think the focus should be on product rather than advertising?
Without question, something new has to be better to sell. Just new doesn't sell.