The guard has changed, so to speak, in our industry. As the new generation takes over from the old, and the new, younger dealers begin to come into play, the new General Manger’s start to coming into play. There is one thing you need to remember about this industry: it won’t change.
The only way it will, is if the world becomes a lease. Otherwise, people are going to be trading in vehicles that they own now, for new cars. Sixty to 65 percent of the time, the trade-in is involved in a new car deal. Seventy-two percent of the people that have their car appraised, buy within three days. We close an average of 20 to 25 percent.
Before we spend a lot more money in advertising, why don’t we take a look at the most important factor involving our well-being as dealers today. In the past when I started many years ago, and still now, in the present, a trade is where you improve your market share. Take a second look at that competitive trade-in.