I’m Tired of Hearing That Car Dealers are ‘So Behind the Rest of the World!’
It seems everywhere you turn in automotive you hear how behind dealers are compared to every other industry when it comes to technology, marketing and the customer experience. Frankly, I’m growing tired of this constant drumbeat; and not just because it’s been going on for well over a decade.
Go to an automotive industry conference and you’ll hear how dealers are still in the ‘stone age’ when it comes to adapting new technology. Peruse an industry forum and you’ll be told that dealers are foolish to rely on silly old sales leads. Read one of my blogs and you’ll (incorrectly) walk away with the impression that traditional dealers just don’t understand the customer experience.
Interestingly, the bulk of this negative chatter is coming from those inside automotive; those with almost zero knowledge of other industries; though, with just enough knowledge of Google, Facebook and Amazon to be dangerous. Moreover, the dealership naysayers seem to have little understanding about the real threats facing automotive retail.