The BEST keep getting BETTER! Indeed, that’s the only way to stay the BEST, right…

As I begin my next plunge into the retail automotive space, I would be remiss if I did not stop by the online convenience center for ISM’s – Dealer Refresh.

RapLeaf has a pretty decent angle, but you know I have been saying since 2003 that “the future of the (auto) industry is an amusement park…” and Hyundai/Kia was paying attention.

Recently, Hyundai/Kia opened its US manufacturing headquarters in a fertile corridor of neighboring states Alabama and Georgia. As a salute to the occasion (and to the vision I imparted to the industry way back when), they invited the cities surrounding the plant to visit and tour the premises. Hyundai/Kia through marketing on radio, television, and online encouraged Alabamians and Georgians alike to visit and learn about the manufacturing processes at its multi-million dollar plant – and, to drive the All-New for 2010 Kia Sorento before it goes on sale to the public at dealerships in January.

This is the REAL future for automotive retail. Consumers are way more dynamic now than most auto manufacturers’ marketing models. And, the competitive landscape of auto buying in a digital age has taken almost all leverage away from the traditional model of dealering. It’s just not good business anymore to market a car at a time to an audience in a 40-mile radius of the dealership. Customers buy in a more dynamic manner. The brands (manufacturers and mega-dealers) that survive the retail automotive zeitgeist shift will be as dynamic. Hence the blazing-balls-of-fire rate of success Hyundai/Kia has experienced since its meager entrance into the US automotive marketplace with the Excel. Today wielding a sales increase of over 34%, it is the hottest automotive brand in the US.

While online demographic modeling like what RapLeaf is doing has its place in the future of this industry, the value of such a service is difficult to define for OEM’s and dealers lacking fresh vision and direction for how to capitalize on the INFORMATION. Think about it… haven’t the heads of US auto manufacturers been ignoring the INFORMATION AGE altogether – and, as a result, plummeted Chrysler, Ford, and GM from icons of the American Dream to filthy murmurings about the debt of our nation? Wouldn’t it have been delightful to see a GM or a Chrysler (or, hell, even Ford) launch an Automotive World Fair to redirect attention of the masses to the QUALITY of their brands and conscientiousness of their leadership during a time when the citizenry needs barely an excuse to support any industry that is ours?

Imagine this day – which is soon coming…

“Mr. Kershner, we at GM are excited to announce the launch of Camaro Coaster 2010 at GM World Atlanta! Your family and you have been added to our special guest list to come experience GM World Atlanta’s newest roller-coaster, featuring demonstrations of our Emergency Air-Braking and Blind Spot Crash Avoidance technologies. Be our guest for three nights at our five-star concept hotel, and enjoy free meals, movies, and excursions on us! All this while learning about why GM is your family’s trusted automotive partner and the…bla bla bla….”

This stuff will work! Attractions are true to their name! An unattractive perspective of the American retail automotive trade has come to fruition. And, the way to combat it and recover is not to run the ball for four quarters and hope your opponent who is kicking your ass with spread and wild-cat offensive attacks won’t throw downfield anymore. Domestics must revamp, restaff, and get fresh talent wielding fresh vision and follow a plan of implementation that gets their brands back into the game.

So, while RapLeaf is a single play call that might bode well for the future of online prospecting, Hyundai/Kia exemplifies the winning game-plan for retail automotive supremacy.

And, must I say it again…”the future is an amusement park…”

Great to be back!

Your able professional,

D. Rawls
President
Auto Buyer Consultants
http://www.AutoBuyerConsultants.net
(Brand new website coming soon!)
404.661.7767 Direct

I clearly see an advantage in tailoring your communication, the issue is some people do a better job of understanding their prospect and fine tuning their communication and some botch the whole thing and don’t build the right rapport.

I think using demographic and behavioral data to better understand your prospect/customer is huge!!! Especially if the software will give you a “profile” of that person. This will take away the guess work by giving you a suggested approach.

This is even more important with Online customers whom you can’t “See” like a walk-in customer.

I try to customize based on what I think their age is, what they do for a living, which car they’re inquiring about, what they chose for an email address, their writing style etc…. And that’s all from an inquiry or email correspondance!

Onward and Upward!
Joe

Have fun!