In 1896, the first independent automobile dealership opened in Detroit, Michigan, forever changing the automotive industry. After that, automobile franchises started appearing everywhere, mainstreaming car buying. For the next 100-plus years, with the exception of early adapters, the automotive sales process and consumer behavior generally stayed the same, until now.
Millennial (a.k.a. Generation Y) car buyers are not the future—they’re the present. And the time to make marketing and catering to Gen Y’ers your priority is now. In June 2015, the U.S. Census Bureau reported that millennials (people born between 1982 and 2000) surpassed baby boomers as America’s largest generation,
I’ve been in the car business as long as some millennials have been alive, and I’ve never lost my love for it. Why? Because it’s a business of connections, and connections energize me. I love figuring out what makes people buy, how that changes, and how I have to change
Millennials. Does the word evoke a groan of frustration or even contempt from you or members of your staff? Maybe it’s time to stop thinking about the millennial generation as a sales and marketing problem to be solved at best and nuisance at worst, and view it instead as an
It’s an old saying, but it’s just not applicable at dealerships. We sell many of the same “products” as our competitors! Differentiating ourselves at the dealer level—for sales or service—takes more. In other words, the mousetrap works just fine, what you need is better cheese. How can you give today’s
Over the past 30 years I’ve witnessed many changes in the car business; from the surge of Japanese automakers in the 80s to the shift to SUVs and trucks in the 90s, and recently the rise of hybrids and new technology. But the most significant change to the car business