But he also concedes the point.
"I'm sure it's still working for them," he says. "Or they wouldn't still be doing it.
"We'll continue to see vitality in the traditional media for dealer advertising because there are still a lot of people who depend on those media. And obviously, there are large numbers of baby boomers and early Gen Xers in the market who still listen to radio and watch television. Even young millennials watch TV and listen to radio.
"The question is, for how long?"
Chevy dealer Koenig says there is a human element to his radio and TV ads that simply can't be replicated online.
"Customers come up to me at a high school basketball game or at church, and they tell me they heard my ad yesterday, or they saw it on TV," he says. "You don't get that interaction from online activity."
That is precisely the strategy Woody Folsom believes is working for his Georgia stores.
"I started 19 years ago with one dealership, and we advertised on the radio to reach people as far away as we could," Folsom says. "Now I have five dealerships, and radio is still working for us. I just want people to come see me. When they get here, I have to treat them right and do what I promised them in my ads."
Folsom promises listeners a "deal as sweet as 'nanner pudding," and his TV spots show him offering pans of banana pudding out of a pickup. He tells listeners in his ads that his service technicians are instructed to fix every car "like it belongs to their momma."
His agency, Deen Advertising of Adel, Ga., hired drones to fly over Folsom's side-by-side Ford, GM and Chrysler group stores along the highway in Baxley to capture the visual impact of some 2,500 vehicles sitting in inventory. Those images are incorporated into the dealer's TV spots, which make it a point to remind viewers that Woody Folsom has new Fords, Chevrolets, Dodges, Rams, Buicks, GMCs, Jeeps and Chryslers all available at one destination.
That is not the kind of branding that an automaker would create, and it is not the kind of message that comes through from an online vehicle search. But it is Woody Folsom's branding.
"Inventory is important, your sales staff is important," says Ralph Deen, the owner of Folsom's agency. "And you also have to commit the dollars for advertising.
"But beyond that, you have to make people want to come see you," he says. "You want customers to default to you as a brand because they know you and they like what they see. If all else is equal, it's not the car, it's you they want to do business with.
"That takes a personal message from an individual," Deen says. "I think people still want that personal connection, and I don't know a better way to communicate it than the way we've been doing it."