Page 10 - GIADA-June2017-Final 061517

SALES AND MARKETING
Ron E. Widener & Associates, Inc.
An Insurance Agency We are the

GIADA
How to Sell High-Tech Vehicles Without a 6887 Oak Ridge Commerce Way, Austell, Ga 30168 PREFERRED
We are located next door to the GIADA office.
PhD from MIT We know the car business. Just ask our clients! PROVIDER
for new
770-941-0293 or 800-793-5177
W: ronwidener.com E: ron@ronwidener.com dealer startups!
BY BRIAN GEITNER, PRESIDENT OF COX AUTOMOTIVE MEDIA SOLUTIONS GROUP

It’s tempting in auto retailing to think of process should account for that. a car in the next 12 months. And because
vehicle technology as just bells and whis- Generation Y is predicted to buy 40 per-
tles. Sure, tech features sweeten the deal, Teaching a sales team to sell vehicle tech cent of all new vehicles sold over the
but they probably won’t make or break the effectively can be tricky. After all, sales- next 10 years, that age group of 20- and
sale. Right? people probably got into the business to 30-somethings’ preferences will shape the
sell cars, not technology. But tech is just market for years to come, according to the
Not so fast. For a big percentage of today’s too important to today’s consumers for same study.
consumers, vehicle technology is a top any dealership to ignore.
consideration during the purchase pro- Technology is one of the biggest selling
cess. Turn Tech into Profit points for Millennials when deciding what
vehicle to buy. They’ve grown up with
According to Autotrader’s 2016 Auto Tech For decades, Baby Boomers have domi- tech. They expect it in every aspect of their
Study, 48 percent of consumers think ve- nated the car-buying market. But while lives, from their phones to their homes to
hicle technology is more important than boomers still have sizable buying pow- their cars.
either vehicle body style or brand. That’s er, Millennials are now the generation to
right. For nearly half of consumers, those watch. They’re not willing to compromise. Near-
“bells and whistles” matter more than the ly 60 percent of Millennials would switch
actual vehicle type. So a dealership sales Half of Millennials say they’ll buy or lease vehicle brands to get the technology they
want.

Only 42 percent of Baby Boomers are will- Dealers Should Get it Right
ing to do the same. Not delivering what
Millennial buyers want risks losing their
business. THE FIRST TIME!

On the other hand, if you can sell technol-
ogy successfully, the payoff among Millen-
nials is enormous, because 55 percent of
Millennial buyers are willing to spend ex-
tra to get the technology they want, com- New dealer start-ups are our specialty.
pared with 38 percent of Baby Boomers.

DON’T GET LEFT BEHIND! The average Millennial will pay $2,617 Garage liability. Dealer’s open lot. License bonds. Car rental insurance & more.
more for his or her ideal tech features –
4G LTE TECHNOLOGY IS HERE! almost $600 more than Boomers will pay.

Let’s play out those numbers. Say a dealer- Need to make more money? Why not rent your vehicles that are just sitting there? Turn them into rental
4G LTE is the only cellular network that will be growing, leaving behind older income dollars!
technologies. If you are looking for a long term solution, look at our 4G LTE GPS ship sells just 20 cars a month to Millenni-
trackers. Find out how much more SVR Tracking can do for you besides basic locate. als. Multiply those sales by the $2,500-plus • We will train you on location When you start-up your car dealership,
You’ll be amazed at how far we’ve come! Millennials are willing to pay for the right • We provide support / solve problems
Call, Email or Text. We pride ourselves on providing the best training and technology. That’s more than $600,000 a you could make costly mistakes! Our ACR
support in the industry supported by a 3 year hardware warranty. year in additional revenue. • Software available / Low cost association staff can assist you the right way!
• Member Association / Not a franchise
To take our tracker for a spin, So how can you claim this potential prof-
Call or Text 770-871-0051. it and get buyers the high-tech options • Training manuals / Forms
E-Mail aragps@mailga.net they’re looking for? Fortunately, you don’t
Visit us online at need Silicon Valley experience to be a Associated car rental systems. Call me today!
www.aragps.com ARA GPS Continued on page 10 Ron Widener (770) 948-1731

8 | GIADA Independent Auto Dealer JUNE 2017 Only a 5 vehicle minimum required.