Where is your dealership wasting money?
For many, the biggest money pit is one they can’t control: facilities requirements from the factory.
Now, when you should start building cash reserves against a coming downturn, is a terrible time for a brand to roll out a new image campaign. But that doesn’t stop them.
If your brand manager announces a new round of building plans that you’re supposed to pay for, I think you first should insist that the automaker fire the individual behind the previous, apparently ineffective, image campaign. You paid for that guy’s bad idea; shouldn’t he, too?
Yeah, I’m dreaming. Automakers aren’t likely to start holding their own image consultants accountable for results. But that doesn’t mean dealers can’t start looking long and hard at every dollar they spend. Here are some places to begin doing so.