An Apple commercial just debuted showing the many ways that iPhone users were utilizing the cameras. In the commercial there is only one line of dialog, “Every day, more photos are taken with the iPhone than any other camera.”
It made me think about the last ten years; where we have been, where we are going, and how some companies not embracing new technologies and business practices will be left behind. We all remember when Kodak was a dominant force in photography, providing cameras for the family and film for photographers to capture those important moments in our lives.
The world changed and Kodak tried to make the move to digital cameras. In the end they lost out to a device that wasn’t even a camera. We saw they couldn’t compete, and today Kodak is all but a distant memory. The world evolved and technology moved on.
Change is coming to the auto industry, but many are still clinging to the old ways of doing business in this new day and age. The overall perception of auto dealers and often manufacturers isn’t always the best in the mind of the public. The reality is a majority of auto retailers do a wonderful job of taking care of their customers, their employees and their communities, but if they are using a “Kodak process” it will be a long road before things turn around for the auto industry.
The process of buying or leasing a vehicle hasn’t changed much in the last 50 years. There’s the selection process, the test drive, the trade-in valuation and the back and forth for negotiating the total price, not to mention dealer fees, arbitration clauses, and other aspects of the traditional sales process. Oh, and let’s not forget the back-end paperwork and F&I products. The process makes many consumers uncomfortable. Our industry needs to change the process and improve the customer experience before someone from outside our industry does it for us. When that happens, I can guarantee up to 40 percent of the dealers out there run the risk of becoming irrelevant.
Skeptical that will happen? Think about CarMax and how they reengineered the used car buying process. Last year their net income rose five percent to 434.3 million dollars and revenue grew 10 percent to 10.9 billion dollars. Many predicted they would not last or be around long, but consumers responded to the non-confrontational buying process and they continue to grow and expand into new markets. And as mentioned above, the modern day smartphone (which debuted in the U.S. in 2001 via a Palm/Kyocera 6035) has replaced traditional cameras. We need to recognize that our only constant is change.
The internet increases transparency, social media amplifies the voice of the consumer, third party vehicle shopping services promise to streamline the shopping and price negotiation process for consumers; and they have all forced dealers to reexamine how they do business. Often dealers are migrating to a big box store mentality where they look to boost their volume by selling cars at or below invoice, hire sales people at minimum wage or just barely above that, provide little training and then complain when they aren’t holding good grosses on transactions, and experience double digit employee turnover that’s higher than the fast food industry.
What’s troubling is most dealers don’t comprehend where their future competition could be coming from or who it might be. For auto dealers the biggest threat is not from the dealer up the street, or even the publicly owned auto dealer groups who face these issues on a bigger scale.
Previously, I worked at National City Bank, the largest bank (140 billion dollars in assets in 2007) in Cleveland. In meetings we always discussed local banks and how we could beat them at loan generation for home mortgages and auto loans. In truth, local banks weren’t our competition, because with the advent of the internet and the flexibility it offered consumers, the real competition was Quicken Loans, LendingTree, and eLoan. The bank had no strategy or plan to go after internet customers and as a result lost a good portion of the market to online lenders. (Note: National City pursued subprime home loans, and lost substantial value in their portfolio when the housing industry collapsed. PNC Bank acquired National City for pennies on the dollar. Clearly they weren’t too big to fail.)
Think about companies known for providing a great customer experience, cutting edge technology, and value to their customers. Names that come to mind are Disney, Google, Yahoo, Amazon, Microsoft, Apple, Wal-Mart, Intel, Hewlett Packard, and General Electric. What would it look like if any of these companies decided to enter the auto retailing arena? Would they design a sales process that is exactly what dealers are doing today, or would they reengineer the entire process to provide a stellar and streamlined customer experience?
We all know the answer to that question. They would design a simple, friction-free, transparent process that would excite customers, attract a new class of employees, and restore the reputation of auto retailers. Their marketing would be local, organic, socially conscious, and not reliant on price or ridiculous trade-in values. While their operations would rely on the latest technology the work environment would be very attractive to employees, offer a powerful home/work balance, and create generous incentives for revenues from repeat customers, their friends and family members. A new level of networking will replace most of the traditional advertising and marketing strategies; and all media messaging would be consistent across all channels.
If our future competitors have the ability to see our issues and challenges and develop new solutions, then why can’t the current leaders in auto retailing do it too? I know we have the ability to create a new business model, it’s just a question of do we have the will to change the status quo?
Mark Dubis is a 26 year + veteran of auto retailing, finance and marketing. He is the cofounder of Carfolks.com an open-source marketing conduit for auto retailers, manufacturers, and vendors. For more information, email [email protected] or call 216-712-6712.
Latest posts by Mark Dubis
- Is Your Dealership the Lance Armstrong of the Auto Industry? - October 21, 2013
- Are You an Instamatic in an iPhone World? - June 10, 2013
- Your Best New Marketing Tool—The Truth - November 20, 2012