Normally when this subject comes up, amongst dealers, a lot of not-so-nice things are said. I want to take a different approach in this article. No, I’m not planning to completely side with our manufacturers, but to hopefully create a compelling argument that gets some to rethink their policies (and I’m counting on your comments as well).
I think we all can acknowledge that it is impossible for a national (or even global) corporation to understand every local market. Some places are a little behind the technology curve and others are deeply into it. Whether a dealer’s market is in the center of the tech universe or in the middle of ho-dum-hickory-ville there are differing marketing strategies for every type. [Read more…]