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joe.pistell · 2025-09-21T22:20:30-0400

I want to run into this thread and holler...

lol

Alex Snyder · Friday at 9:22 AM

Adobe??? Wow. One of the analytics companies Audi uses is down the street. Let me see if I can get one of them to lend a hand.

joe.pistell · Thursday at 5:38 PM

Alex, our pal @Bob George of DDC is a shooter at ipacket.

Brad Burlingham · Thursday at 5:17 PM

We just moved to the new required Audi OEM-built website. It is built on Adobe and they arent supporting Google Analytics or ASC events. Curious if anyone else is in this boat and if they have any advice on building GA4 events manually for these websites.

One of the big features is a seamless integration between tier 1 and tier 3 site, but I'm wondering how i can track that cross platform tracking in GA4.

I thought this might be a place to discuss any issues or questions Audi dealers are having with the new platform.

Alex Snyder · Thursday at 9:56 AM

DecisionLinks said:
I appreciate the advice, we'll get to the drawing board some more on how to not come off like that.

My intention wasn't to send you back to the drawing board, but to give you a little perspective that could help you tune things.

Alex Snyder · Thursday at 9:55 AM

Dealer Authority may be able to help.

joe.pistell · Wednesday at 11:03 AM

My video merchandising work at a Chevy store in 2005
Login to view embedded media woa... love that cheezy porn audio track (finding free audio tracks was hard work back then)

Before you flame this :devil:

What were you building in 2005?
I was building the store site, DIY.
https://web.archive.org/web/20050208144945/http://www.breseechevrolet.com/
LingCars.com copied me lol

joe.pistell · Wednesday at 10:52 AM

Created 12 months ago...
Login to view embedded media AI has improved 100x since then.

I have some friends over at Baxter Auto Group. I wanted to demo how merchandising choreography REQUIRES highly structured data (images, features, transcript all align).

To those that take the noise of of the data, the future is bright.

Alex Snyder · Tuesday at 3:18 PM

@Jeff Kershner has used it for a while. He likes the lead follow-up with links to the original vehicle info. It is good for Jeff because he's a Mercedes dealer, and the founder of iPacket built it as a Mercedes dealer too.

Alex Snyder · Tuesday at 3:15 PM

AI is doing a lot of what the dealers don't want to do. That's key: don't want to do. Salespeople don't want to do anything other than talk to customers who are physically at the dealership.

For example, marketing people love their jobs and may have other AI tools to fill various gaps for increased efficiency. The marketing guy isn't going to let something in the door that could replace him.

If you're offering a solution that makes the person buying your software look less important, what do you think will happen?

Alex Snyder · Sep 5, 2025

Thanks, everyone - I really appreciate the encouragement and support!

carmudgeon · Sep 5, 2025

That’s a common motivation for a lot of different approaches regarding the first photo. I was at a conference when the franchise next to me took a phone call and he told me one of his dealerships was intentionally taking pictures of the passenger side of the vehicle just to do what’s opposite of what most dealerships were doing at the time. The following year, I asked him how it went and he said it did real good until half of the dealerships in his area followed his example and then it didn’t matter which side of the car they took first. At that point it lost all advantage.

carmudgeon · Sep 5, 2025

ggarvin said:
About 10 years ago or so, I remember a dealer talking at Digital Dealer about how they were leading with an interior photo on the SRP. While it looks abnormal, it was generating more click throughs because it was abnormal. That seemed to make some logical sense... all the images of the exterior and then you see something different -- perhaps a consumer might click on it because it is indeed "different".

Otherwise, it makes sense to do exterior and then interior and then back again.

carmudgeon · Sep 5, 2025

Manufacturers invest the most in determining what car buyers want. Since the advent of the smart phone, car stereos have changed the most. Manufacturers find out that car buyers want navigation, back up cams, Alexa, Spotify, auto parking systems, phone, and Bluetooth connectivity, etc.

Manufacturers have gone to the greatest extent to determine what is valuable to a customer and then they build cars to satisfy their customer. It’s important to take pictures of everything. They built even if it’s not in the book. Especially if it’s not in the book.

The modern car has become less and less like a car and more and more like an elevator. Where it’s a driver can press the button and the car could do all the work. Before long, our expressways will be full of cars that resemble the womb while its former driver is in the fetal position on their smartphone.

Engines are an afterthought. It has become pointless to pop the hood because those that know what they’re looking at aren’t impressed. I know that don’t are intimidated.

After 2008 I would spend my weekends under the gazebo at a Toyota dealership next to my house and I would watch as the veteran salesman would guide a customer into the driver seat. We would never take the customer on a nice slow, walk all the way around the car.

Before the sales meeting was out, customers would walk around cars in the same fashion most dealerships take their pictures in.

The order your photos should mimic the experience of being shown in a car by a veteran salesman rather than mimicking the experience of being left alone before the sales meeting was out.

Hero shot, and immediately start selling the car close ups of wheels, trim levels, running boards, tow, packages, badges, etc. and anything listed in a price book and then immediately to the interior features listed in a price book. Your photo should mimic the index finger of your salesman. Point out the value with every picture.

carmudgeon · Sep 5, 2025

kylewilliam said:
Dealers tend to prioritize exterior photos because the outside appearance is often the first thing that attracts buyers. It creates that initial “wow” factor. A clean, well-maintained exterior can grab attention quickly. However, interior photos are just as important since they reveal the vehicle’s condition, features, and comfort, which are key to making a final decision. Buyers like you often want to get straight to the interior to assess things like seat condition, dashboard, and tech features. Ideally, dealers should balance both by showcasing the exterior first to catch interest and then provide plenty of clear interior shots for serious buyers to evaluate the vehicle fully. So while exterior photos draw people in, interior photos help close the deal. If you want inspiration on how dealers present their photos, you might want to contact Pinterest for some visual ideas.

ryan.leslie · Sep 4, 2025

Oh my friend... I am so sorry to see this update.

We'll continue to pray for you and your kids, for your wife, and for all of the people that know and love you all.

One foot in front of the other Alex, one decision at a time.

joe.pistell · Sep 4, 2025

I am proud that my wife Cindy was part of the magic that brought you and Jess together

Alex, over the months, we've been talking thru this, your family's struggles are real. As you know, Cancer and I are very close. Caregivers keep the day to day rolling, but the feeling of helplessness is leaves you empty inside. I've been watching you Alex, your fam needs you, you are rallying, you are very strong.

I'll help in any way I can,
-Uncle Joe

Alex Snyder · Sep 3, 2025

all - I feel bad for the little amount of time I've been on DealerRefresh the past few months. Some of you already know and have lent a hand - MAJOR THANK YOU, but for those who don't, here is the short story:

My wife has Central Nervous System and, now, Bone Marrow Lymphoma. This is one of the most aggressive cancers, and it took a while to get to this diagnosis. Unfortunately, this has significantly advanced her case.

The original symptoms appeared around May 18th and culminated in her putting her car in a ditch while getting very lost driving home - a route she took daily. That was late May, and she has been hospitalized ever since. The major problem of it all has been edema (brain swelling) - it has almost killed her three times while also keeping her confused. It has caused a lot of issues in treatment and diagnosis.

Yesterday was a tough day as the second diagnosis of bone marrow lymphoma was added to the Central Nervous System (brain) lymphoma. It complicates things further and reduces her chances for survival. I'm still waiting to get a better understanding of what this means.

So, I became a single parent of three kids overnight. It was also in the midst of a company rebrand with the biggest product launch I've ever been involved in. It has been an insane time.

Jeff and I had planned to do a RefreshFriday about all this on Friday, but my mom (thankfully) asked if she could meet me in Boston, where my wife is now hospitalized, to visit and return for the weekend. I want to spend this Friday with her. Instead, I'm writing this post to keep you all informed on what's happening and that we do plan to get things back to our normal cadence as soon as possible!

In the meantime, please have patience as I'm on the worst roller coaster ever.

Dan Sayer · Aug 29, 2025

northwayauto said:
Currently with Dealer Peak looking to switch to Drive Centric looking for some feedback. Is their AI really good or should we look for outside one and connect with theirs. AI Drivee AI. Thank You for any feedback.

Absolutely their AI is legit and you would never want to connect another 3rd party AI to DriveCentric. Other AI's that layer on an older CRM like eLead, Vin, etc make sense because legacy systems don't have a baked in solution. You always want the left hand knowing what the right hand is doing.

Alex Snyder · Aug 28, 2025

The adage of $20 per lead remains a decent benchmark. Although most providers don't charge this way, you can calculate your lead charge by dividing your flat spend by the number of leads received. I think most dealers like to calculate ROI instead.

Todd Caputo · Aug 26, 2025

Yesterday I had an experience at a dealership that reminded me why so many consumers still approach the car-buying process with hesitation.

A good friend of mine was looking to lease a brand-new Ford F-150 for his 83-year-old father. His dad has never owned a new vehicle in his life — this was supposed to be a big, exciting milestone.

We did what most customers do today: submitted an online form. To the store’s credit, they followed up right away and set an appointment. So far, so good.

When we arrived, though, the experience quickly went downhill:

Three salespeople were sitting outside the front door, heads down, staring at their phones. They offered a casual hello, but that was it.
The salesperson we had the appointment with greeted us, but never removed his sunglasses when shaking our hands. It might seem small, but looking a customer in the eye matters.
The truck we came to see wasn’t ready. It was “in the back” and “in transport mode” — which meant we couldn’t even drive it.
Inside the showroom, there was a VIP appointment board. My friend’s name wasn’t on it. If you’re going to promote a VIP experience, make sure the customer actually feels like a VIP.
In the salesperson’s office, I noticed his “salesman of the month” plaques on the wall. I complimented him, and his response was: “Those are my victims.” Imagine hearing that as a customer.

The negotiation process was predictable: a lease penciled at full sticker price, money factor marked up 300 basis points, and F&I products pre-loaded. When I finally shared my background as a former dealer and consultant, the desk adjusted the money factor but still held the line on everything else.

Before we left, a manager told us: “There aren’t many V8 F-150s around, I could sell this to someone else for more money.” And that was it. No relationship built, no empathy for a man about to buy his first new truck at 83 years old, no follow-up afterward.

Here’s the takeaway:
Every dealership talks about customer experience, but few deliver it consistently. Professionalism matters. Eye contact matters. Small details like an appointment board matter. Most importantly, language matters. Customers aren’t “victims” — they’re guests, they’re relationships, they’re the reason your business exists.

That store may eventually sell that truck, but they missed the chance to create a story that family would share for years to come.

In today’s market, products are commodities. The only real differentiator is the experience.

Tallcool1 · Aug 25, 2025

These providers are flat subscription based, not lead based. I pay that same amount no matter if I get 5, 50, or 500 leads in a month.

I think I understand the question. There is nothing typical so really hard to answer.

Tallcool1 · Aug 19, 2025

bringles said:
Hi,
Thank you for the tip. I spoke with quickbooks. I asked if there is a way to run a debit card as an eCheck and they said no. The only way is to get their checking account and routing # and run it as an echeck for 1% fee. Just curious how your doing it that way for a flat $3 charge?

Ya, I spoke too soon. It used to be a flat $1 and then went to a flat $3 several years ago.

Now, it is 1% with a maximum of $15.00.

$1,000 the fee was $10
$2,000 the fee was $15
$26,500 the fee was $15

I am on a really old plan with them. I believe I signed my agreement about 12 years ago.

bringles · Aug 19, 2025

Hi,
Thank you for the tip. I spoke with quickbooks. I asked if there is a way to run a debit card as an eCheck and they said no. The only way is to get their checking account and routing # and run it as an echeck for 1% fee. Just curious how your doing it that way for a flat $3 charge?

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