Branding run-amuck is killing auto dealers
Key Points:
1. Japanese luxury auto brands reinvented the dealership experience in the 1990s to put the buying experience in line with the image they wanted to project.
2. Other lux brands followed suit, and could afford it. Dealerships for cheaper auto brands also followed suit, but they cannot afford it. Huge numbers of dealerships are failing.
3. The dealership model is likely forever changed; survivors and thrivers will turn to online sales to rebuild their businesses.
About
Jason Voiovich
director_corporate marketing, Logic PD
Black Belt
Caffeine Addict
Dad
