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Winning Today’s Zero-Sum New-Car Game

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Today’s new car dealer has become increasingly reliant on factory “below the line” dollars as new car front end grosses continue to evaporate. To combat this challenge, dealers need to reassess their new car strategy and the associated objectives for driving performance.

This webinar will cover three key tactics for achieving new car prosperity:

  • Reframe your market. Research shows 54 percent of today’s new car buyers, purchase from outside their primary market area. To achieve factory bonus targets (and get paid), you need to maximize your conquest business and minimize your customer defection.

  • Focus on faster sales. Metrics like Market Days Supply and Price to Market inform what it’ll take to move every unit more quickly. A fast-turn-focused new vehicle department turns your dealership’s wheel of fortune—more sales, more F&I income, more factory bonus money, and more quality trades (and sales opportunities) for your used vehicle and service departments.

  • Sharpen your game online. Your online showroom works only as good as your weakest listing. Properly merchandising every new vehicle, in the online spaces that matter most to today’s shoppers, drives more shoppers to your website and showroom. More online traction equals more sales.

If you're already registered for the Winning Today’s Zero-Sum New-Car Game webcast, click below:



Brian Finkelmeyer

Senior Director of Conquest, vAuto

Brian Finkelmeyer serves as the senior director of Conquest at vAuto. In this role, he is responsible for all aspects of vAuto’s new car business. Prior to vAuto, Brian spent 18 years with Nissan North America in a variety of sales leadership positions. He is a frequent presenter and author for various automotive trade publications. His topics focus on the importance of increasing new vehicle inventory turn by having the proper inventory mix, strategically pricing based on age and supply, and maximizing the effectiveness of dealers’ marketing investment. Brian is a graduate of the University of Wisconsin–Madison School of Business.

Moderator: Phil Nussel

Online Editor, Automotive News

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