Consumers change; so must industry

TO THE EDITOR: RedCap's technology and drivers are supporting Lincoln's quest to provide "service-focused experiences meant to make customers' lives easier" ("Lincoln's new Job 1: Getting to know you," April 17). Consumers have made it very clear that they want options, and one of those options is to conduct business with a franchised dealer without ever stepping foot in the dealership. Albeit counterintuitive to traditional dealer practices, the results are very financially rewarding for dealers, and consumers love out-of-store experiences. Traditional brick-and-mortar shopping is being decimated by companies such as Amazon. The auto industry must adapt to the changing consumer and their preferences for shopping and purchasing goods. Let's face it: Visiting a dealership for any reason isn't a priority for consumers. Whether it's for servicing their vehicle, a recall, trade appraisal, or purchasing a new vehicle, consumers will conduct business with those dealers that provide out-of-store experiences, such as the ability to have their vehicle serviced without visiting the dealership and the ability to conduct a test drive at their home, office or other location of their choosing. KEN HITE, senior vice president, enterprise sales/business development, RedCap, Fort Lauderdale, Fla. RedCap is a technology company that facilitates off-site experiences for sales and service customers.

Consumers change; so must industry

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