New vehicle sales in the US came in below Spring’s market expectations, evidence the industry is starting to experience the decline analysts have been expecting despite new vehicle incentives. As new car sales flatten, the service drive will play a critical part in dealership revenue. Not that it hasn’t in the past:
According to recent NADA data, fixed operations account for nearly 50% of dealership revenue. But for some reason, dealers still don’t give the service drive any digital love. In fact, a recent study by the National Automobile Dealers Association indicated that dealers are only leveraging 3% of their digital marketing to optimize service drive performance. Fortunately, you probably already have the tools available to vastly improve your service department’s digital presence and your bottom line. One of those powerful tools is live chat.
Before I get into the ways your service drive can utilize chat to boost ROI (I’ll save those tips for another article), let’s go into WHY chat is the untapped potential of your digital fixed ops and, specifically, service. [Read more…]