Fifteen years ago the auto industry, the world really, was faced with an extraordinary situation. We were at the dawn of the digital age and the World Wide Web was threatening to take down brick and mortar shopping, including car buying. At the time, most dealers hated “Internet shoppers.” These folks knew too much and were eating their profits.
Suddenly, a highly coordinated group of terrorists got hold of four airplanes in US skies and used them to attack the nation’s most sound and solid structures. For the next several months, car sales were on hold as consumers were frozen in shock. Dealers didn’t know what to expect.
A decade and a half later, most dealers had a record year in 2015. But was it real? Some argue that your record year could be a bad thing and that if you’re going to survive you need to always be growing your market share.
If you don’t know how you got to the top, you have no idea how to stay there. – Steve Stauning
What does it take to grow your marketshare today, and what will it take to continue doing so into the future? How are top dealers tackling this problem and what sort of resources are they leaning on to do so?