
Originally Posted by
Alex Snyder Most people view large dealer groups mostly as market-dominating businesses that simply sell and service a lot of cars. That is certainly a true perspective to have, but on the Dealer Principle (Owner) level it is more about real estate. Dealerships occupy a lot of land in order to provide parking spaces for all the inventory and customer cars. On top of that automotive franchises (Toyota, Audi, Honda, etc.) demand dealers to have specific showroom specifications that sometimes require changes in location in order to appease. Because of real estate demands many of the older, more established, dealerships have had a multitude of varying addresses. Over the years, directory services, such as the Yellow Pages, have had to make numerous corrections on a dealer's behalf. With the Internet the number of directory services has multiplied, but nothing is stronger than Google Maps.
As an eCommerce Director for a 46 year old, large dealer group I have struggled to correct our Google Maps listings. As a writer for DealerRefresh.com I have spoken with many dealerships who are experiencing the same struggle. I could bore you with all the testing attempts I've made over the last 3 years, but we'd be here a long time.
The more I *think* I have Google Maps figured out, the more messed up it gets. The more I try to fix it the worse it is. For example, our Toyota store (Checkered Flag Toyota) has the URL of our VW store and the physical address of our Audi store. It also has only two reviews that both belong to our Audi store, but our Toyota store has hundreds of positive reviews online. Our Audi store has quite a few as well. Unfortunately, on Google Maps, most of our stores look like monsters in customer service because the only reviews that show on our Maps listings are negative. This just isn't reality. Aside from the reviews, customers are penalized by trusting Google Maps to give them driving directions. We are constantly having to redirect customers to the proper address after they've driven to the wrong one. This looks bad for Google.
I would love some help in getting Checkered Flag's listings straight, and to help Google educate the automotive dealer, vendor, and franchise community by creating best practice dialogue on DealerRefresh in any form Google would like to see it. I know Google will find any help given will go a very long way in the automotive industry.