Congratulations on all of your success. But FYI, billboards, newspapers, radio, TV, and mailers can't sell or service cars either. Guess I don't get your point. As I mentioned, MILLIONS shop on Edmunds.com and we CAN send them to you, so YOU can sell a car. I'll stand clear of the blow torch. Gheeze
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Edmunds TMV vs TrueCar - Dealers, wake up!
- Thread starter Jeff Kershner
- Start date
- May 1, 2005
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- Jeff
An excellent article Jeff, well writen and considered. A warning to independant Australian dealers who may be releasing vital data directly to their competition thru certain relationships and JV's some Groups have with local Automotive Research and Online Advertising companies here!
Billboards, newspapers, radio, TV & mailers can't sell or service cars....? What is your point on that?
While I agree with you the use of our data for consumer consumption is abominable, the reality is that these buying programs are not going away. Each month, Zag is adding more and more of these organizations. If we can't trust other dealers to not price below invoice on these programs, as you astutely pointed out, then we certainly cannot trust dealers to hold firm on not allowing Zag/Truecar to publish our DMS data while still allowing us to participate in their programs. The two go hand in hand.
If we don't allow access to the DMS, we can't be on their program. If we don't get on the program, some other dealer will. Remember, we can't trust the other dealers to hold firm and not participate. 10-15 deals a month for a store that is doing 40-50 cars total is huge and has too much appeal to pass up. If they don't get the data from us, they will get it from another dealer's DMS.
I fully support what you are getting at here, but the Zag/Truecar buying programs are a behemoth that will only get bigger over time. Close rates are 3 times that from manufacturer leads. And if done right, they still make money. The big stores dominating markets have too much market power to compete against directly. Once a small store grows big enough, they can shed the Zag lead source, but until then it is one of the most powerful lead sources available.
If we don't allow access to the DMS, we can't be on their program. If we don't get on the program, some other dealer will. Remember, we can't trust the other dealers to hold firm and not participate. 10-15 deals a month for a store that is doing 40-50 cars total is huge and has too much appeal to pass up. If they don't get the data from us, they will get it from another dealer's DMS.
I fully support what you are getting at here, but the Zag/Truecar buying programs are a behemoth that will only get bigger over time. Close rates are 3 times that from manufacturer leads. And if done right, they still make money. The big stores dominating markets have too much market power to compete against directly. Once a small store grows big enough, they can shed the Zag lead source, but until then it is one of the most powerful lead sources available.
Their pre-approved financing is easy to beat. We've been doing it for the last year. USAA is not a threat to f&i $ and penetration.
- May 1, 2005
- 5,999
- 1,914
- Awards
- 12
- First Name
- Jeff
Patrick, what's supports your theory "it is one of the most powerful lead sources available."
This is like saying Edmunds leads are the highest converting leads. This is simply NOT TRUE. I was privy to 3 years of lead scoring data bounces yp against registration data; edmunds leads were no better than any of the other popular automotive portal sites.
Dealers CAN find other avenues of marketing with a better ROI while NOT having to give up the keys to their kingdom.
This is like saying Edmunds leads are the highest converting leads. This is simply NOT TRUE. I was privy to 3 years of lead scoring data bounces yp against registration data; edmunds leads were no better than any of the other popular automotive portal sites.
Dealers CAN find other avenues of marketing with a better ROI while NOT having to give up the keys to their kingdom.
"I'd say Edmunds is trying the best way they know how to make it 'safe'
for you as a dealer since UNLIKE THE OTHER GUYS WHO LIST YOUR INVENTORY
they are: Month to month with a 30 day out."
You totally full of shit. Edmond's is not going to do any dealer any favors.They have been talking shit about how dealers suck for years.
"Edmunds doesn't write me any bigger check if they're on or not."
So you admit to being paid by those scum bags anyway.
Dealers stay away from Edmond's and don't pay attention to their paid spokes person Matty here!
for you as a dealer since UNLIKE THE OTHER GUYS WHO LIST YOUR INVENTORY
they are: Month to month with a 30 day out."
You totally full of shit. Edmond's is not going to do any dealer any favors.They have been talking shit about how dealers suck for years.
"Edmunds doesn't write me any bigger check if they're on or not."
So you admit to being paid by those scum bags anyway.
Dealers stay away from Edmond's and don't pay attention to their paid spokes person Matty here!
Classy response and thanks for the adorable nickname. Apparently you are the one out of a few thousand who just realized both of those facts that I clearly stated.
They pay me.
Consumer is always #1.
However, they didn't know I was responding nor did I do it on their behalf and YES I believe the new program is more beneficial than the old one and has a 30 day safety net.
If you have any intelligent questions rumbling around in there is be happy to answer them thoughtfully but I believe I've used more energy than necessary to respond to your immature post.
Good luck in your career "dog"
They pay me.
Consumer is always #1.
However, they didn't know I was responding nor did I do it on their behalf and YES I believe the new program is more beneficial than the old one and has a 30 day safety net.
If you have any intelligent questions rumbling around in there is be happy to answer them thoughtfully but I believe I've used more energy than necessary to respond to your immature post.
Good luck in your career "dog"
Interesting and disappointing Ralphie since you wanted to e part of this k owing full well all of the program details. I have to say my friend; I expected something more from someone I respect as much as yourself.
