Dealer group branding … the ultimate differentiator

  • By Phyron
  • Jun 28, 2022
  •  – 2 min read

What will be required for dealer groups to thrive and survive the unprecedented shift in automotive retail. If Covid and chip shortages, resulting in low inventory, have not prepared a dealer group for the future, now is the time to prioritize critical resources.

With the emergence of OEM “agency” agreements and other pricing strategies, new car pricing will continue trending towards standardization. In the interim, this will leave the dealer’s ability to strongly differentiate in other key areas. 

At the top of the list is pre-owned vehicle sales, which has become paramount for success, both by sourcing and selling vehicles on-line and in-person. Phyron’s automated AI video solution makes it simple to grow your brand, including exceptional branding within every single ad. More attractive and engaging ads. More reasons to buy from you. More revenue and profit. More reasons to stay in touch and grow/retain your customer base. How does 50% more prospects and 3-5 day quicker inventory turn sound in a value-packed solution?

With almost all customers beginning their buying process online, video has become a must-have, not a nice-to-have. Phyron allows a dealer group to create a uniform branded presentation for all vehicles in stock, which is an amazing brand enhancer!

Other differentiators can include, but not limited to, the following:

  • Market pricing with no negotiation
  • One point-of-contact, removing the friction caused by the dated 3-person process.
  • The quality of delivery experience from the dealership, remote or in-store.
  • F&I exposure before, during, and after the sale.
  • Retention and referral activities during and after the sale.
  • Service transparency, convenience, amenities, and a professional digital/traditional multi-point inspection process.
  • Parts and service marketing initiatives.
  • Robust money-back guarantee and exchange policy for pre-owned vehicles.
  • Expanding the group’s “trade area”, including nation-wide sales by offering shipping/delivery services and virtual “deliveries” by qualified product consultants.
  • Amenities, events, and other initiative that expose prospects and customers to your brand.
  • Other

The future is never easy to predict but we are convinced the franchised dealer business model is alive and well, but subject to fundamental change that benefit the dealer, OEM, but most importantly, the customer.

Is your group positioned to survive and thrive? Differentiation remains critical as BRAND remains KING.

Colin Richardson
Business Development, North America
+1 416 993 9356