Dealertrack and Acura Carland

Transcription

1 01/08 Dealertrack and Acura Carland How a Georgia dealership unleashed its digital storefront.

2 02/08 A dealership dedicated to meeting customers needs. Acura Carland recruited Dealertrack to help meet new customer expectations. Acura Carland has been a fixture in the Duluth, Georgia, community for decades. The dealership has always had one objective in selling and servicing vehicles: take care of customers with knowledge and dedication to their needs. Thanks in part to this commitment Acura Carland has become the number two new volume Acura dealer and the number two CPO dealer in the Southeast, selling upwards of 200 new and used vehicles a month.

3 03/08 Shifting to the reality of new customer demands. Like most dealerships, Acura Carland experienced rocky times during the recession, but the dealership couldn t seem to bounce back all the way. Sales were down, and they were losing out to their competition. They realized shoppers were shifting their shopping behavior from in-store to online. To speed growth, the dealership needed a digital storefront that aligned with this new paradigm. A well-designed tool that fits our workflow is essential, said General Manager Mauricio Hernandez. With these goals in mind, Acura Carland implemented Dealertrack s tools. Customers could calculate a monthly payment, get a trade-in value, and even start the financing process online. The dealership controlled all the pricing, financing, and trade-in value deal parameters to fit the needs of their market, and the fluctuating supply and demand situation of particular vehicles. The tools integrated easily into the dealership s existing BDC workflow for a seamless online to in-store experience. The team prioritized customers who submitted information online, and acted immediately with a call to set up an in-store appointment. They also sent the links to third-party basic leads to help gather critical deal information. A well-designed tool that fits our workflow is essential. Mauricio Hernandez General Manager at Acura Carland

4 04/08 Faster transaction time, more sales, and higher gross. Dealertrack s tools made a significant difference to the success story of Acura Carland. The dealership s BDC made meaningful contact with twice as many leads as previously, website lead-to-close ratio went up dramatically, and the time spent in the showroom dropped to as few as 25 minutes for finance-ready shoppers. The power of controlled transparency and an organized back-end process paid off across the board. Because the customer gets more information, they re more ready to close now than ever before, said Hernandez. They already know what they want. Not giving the customers that information results in the customer going to another dealership.

5 05/08 The Results * : Website lead-to-close ratio. 35 % Average gain in $ 200 back-end gross per used vehicle sale. 64 % Higher gross profits on new vehicle sales. 2 X BDC lead-to-contact ratio. * The information in the above case study is based on the results reported by Acura Carland. Your results may vary.

6 06/08 Today, success requires the efficiency and convenience of technology with the desire to build a personal relationship. Mauricio Hernandez General Manager Natasha Marques BDC Manager, Acura Carland

7 07/08 Acura Carland has the winning formula since implementing Dealertrack Digital Retailing tools. Acura Carland built the right team of motivated and skilled professionals, and then handed them the right type of tools to unleash a digital storefront. The combination resulted in sky-high profitability and more satisfied customers. Their experience proved that dealerships with this type of winning formula will make the sale and create deeper, more satisfying, and longer lasting customer relationships.

8 Innovation Through Integration Dealertrack is a leading provider of digital solutions to the automotive retail industry. Our integrated and intuitive approach to products and services makes your workflows more efficient, transparent, and profitable. From tools that bridge the gap between the online and in-store experience to the largest lender network in North America, we help enable the transformation of auto retailing through a comprehensive solution set spanning DMS, Fixed Operations,, and Registration and Titling. Dealertrack, Inc Marcus Avenue, Suite M04 Lake Success, New York Dealertrack