As Dealers become more proficient at expanding their position in Pre-Owned and multiple players including Sonic and AN continue their growth, the playbook they are running might need a touch up.
I drove by a #CarMax recently, shortly after passing a few franchise dealerships, plus a #Carvana location on South Blvd. My gut reaction: the building, their mere presence, looked tired and dated. The windowless building with its blue/yellow block letter badging on their brick and mortar appear more like Best Buy or an Auto Parts store. Cold. Tired. Unappealing. Dated.
Perhaps it's time for a brand refresh.
Yes, these are merely my 'opinions'. But as an industry leader, a female business owner and car-purchaser/adviser, this rolled up into a negative impression, regardless of their claim of ease.
Is this message fading in impact now with other solutions are on the table?
Is it really 'easy'?
It doesn't 'feel' like it.
My thoughts culminated after today's #WSJ article comparing CarMax and Carvana.
Selling the sizzle, not the steak still has merit.
However profitable/unprofitable it may be at the moment.
Your thoughts are welcome.
Foster Strategies.⭐⭐⭐⭐⭐