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Joe Marconi

Smart New Car Dealers Want Repair Shop Customer- Your customers

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The aftermath of the great recession, which caused many new car dealers to go out of business, has resulted in a new breed of dealers. They have come to realize that the lower margins on new cars, combined with the intense competition, means that their service and parts departments must become primary profit centers.  Which also means that  they need more customers beyond the warranty period …. and that means they want your customers.

Ten years ago, I laughed at the attempts of the local dealers to try to steal my customers...but no longer. 

Smart dealers have 4 primary strategies:

1. Offer free oil changes, - some for life, some of a specific time period - And setting up the first oil change service at the time of the sale

2. Wrap future maintenance plans into the monthly payment

3. Sell maintenance plans at the time of the sale 

4. Use recalls as a way to sell services and repairs.

What are you doing to fight these strategies? 

 

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