Reply to thread

I think it's not about being transparent. As you mentioned people don't mind paying crazy money for Apple products - it's because they love Apple - they can buy a smartphone for a half of the price with very similar specs. Apple is a great example so I'm gonna stick with it. People know the story of Apple, its ups and downs, they know Steve Jobs - they feel like they're very close to Apple. Car dealers have to do the same thing - they have to make people know them. The best way to do so is social media - dealers have to be active, post photos of the dealership when they're going to work on Monday, photos of the staff having lunch, some interesting facts/stats about the city/area, about cars they sell, some (car) jokes, etc. This will make the relationship between dealers and clients more personal - they will start to trust the dealership.

People think dealerships care just about the money, and most dealership's current social network posts just support this - it's often just photos of cars from their inventory and the number you can reach them at if you want to buy. Social Media Marketing is far from expensive, even though car dealers still ignore it and they better spend thousands on TV ads (about cars they sell) and then they're surprised it doesn't work. Sure it doesn't, people know they sell cars - they have to see the story behind the dealership.