The short answer is yes—in due time.

The pandemic rocketed the automotive industry forward one to three years in accepting digital retailing. Years before COVID, we knew Carvana and Vroom were changing the way consumers bought cars. The option to buy online affected dealerships some, however we weren’t comparing apples to apples. 

Consumers did, and still do, like to sit in a car before they buy it. With the majority of customers buying cars traditionally, online retailing was a secondary focus. Just one year ago, merely having a web inventory and an active social media presence made your store competitive in the digital space.

Well, now, everything’s changed.

Why Does Automotive Digital Retailing Matter? 

Google published some astonishing statistics about online buyers. Their data showed that 84% of Americans are shopping for something in any 48-hour period. Additionally, 63% of all shopping began online. The research went further, examining trends when people buy specific products. Those in the market for a car took to Google to gather information. Said consumers ranged from 20 to 68 years old. Over time, these shoppers researched the best dealership, brand, and trade-in online. We can infer the end result. The consumer likely bought a car they chose from their research. The vehicle was likely purchased from a highly rated dealership, also found online. 

No dealership has escaped the evolution of the automotive industry due to COVID-19. Since the onset of the pandemic, businesses around the globe have had to respond accordingly. As the world slowly re-opened in a new way, consumers were quick on the draw to review businesses' safety precautions, interactions, conveniences and more.

Those who rose to the occasion attracted clients. Those who made mistakes, no matter how small, suffered at the hands of the Internet. How you continue in your COVID-19 response will set you apart as the pandemic and coming months unfold.

Something special is in the air in the Twin Cities, and it’s more than just the snow. Although the hub of winter sports, the home to Winter Carnival, and the famous State of Hockey, to Insignia this snow capped metropolis is known for something else. The Twin Cities offers a concentrated population of dealerships who have embraced the Insignia system, strapped it to their snowmobile, and sped across the frozen tundra.

Margin Compression? Missing gross profit? Want to pocket more cash?

Can you do it without selling any additional cars?

Regardless of the year-to-year ebb and flow of vehicle sales, Vehicle Personalization is a great way to increase revenue and deepen your profits...or pockets!

The magic of Christmas is in the air, glimmering off your perfectly waxed showroom vehicles. Everyone knows that the holiday season is a beautiful time to be in the car business. The potential to boost your bottom line this month is something even Walter Hobbs can smile about, and smiling is our favorite. Tell your sales staff to buckle up and make work their favorite, because Santa’s got a brand new bag this December (and it’s full of extra commission). 

[Updated 11/12/2020]

The stampede is coming, and they’re ready to break the internet. The Black Friday crowd has gone virtual. If 2020 has already set records in e-commerce, imagine the impact of the biggest shopping day of the year. With all the online activity, the day after Thanksgiving is basically just the warm up for Cyber Monday.

Yes, the opportunists are charging their laptops on Black Friday eve, ready to kick this thing off with new car smells. Make this car-shopping season spark joy with mega-profit potential, stellar CSI scores, and repeat business. I hope you upgraded your internet package.

In all the activity, don’t let Vehicle Personalization get lost. You cut your legs out from under yourself when you bypass accessories. This high volume day is the ideal environment for accessory sales, and can even be used to temper the flow online and in store.

Here’s three things Vehicle Personalization can do in the hustle and bustle.

The task of selecting an accessory champion for your dealership can be harrowing. There’s no one-size-fits-all approach and without a compass, dealers may find their accessory program suffering. To begin, management should examine both process and store volume to determine who to lean on as the personalization expert.