“The internet has ruined the car business.”
“I’m not interested in a race to the bottom.”
“There’s an ass for every seat.”
Yes, my friends, in the year 2017, dealership general managers still say these sentences. What’s worse is that they’re not even being ironic. And in this era of record-setting car sales (yes, despite what you’ve heard, 2017 is going to be the fourth-best sales year in history), some of them are even able to keep their jobs.
But smart dealers know better. They know that the internet is their friend, that being the cheapest sometimes really is the best strategy, and that no, there most definitely is not an ass for that 2013 Malibu that’s priced at 117 percent of the market average.
Why are they so smart? Because they understand a seemingly simple concept that can get quite complicated when dealers try to execute it. That concept? It’s called “turn.”
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