Dealership groups brand to sell used vehicles online

“We’re talking to a completely new customer,” Maric said.

The idea that dealership groups want a single, core brand that they can use to differentiate themselves from rivals online, especially because consumers have realized that technology can speed up the car buying process Offers options beyond traditional dealerships, said Tim Copacia, executive vice president of strategic development at UnityWorks, JD Power’s video marketing division.

But Kopacia said he cautions groups considering such an approach to think deeply about what branding is needed.

“If you’re going to distribute it, you really have to fund it, invest in it and build the brand, and that takes time and money and consistency,” he said. “The experience you promise should deliver, because if you put all that strategy in place and the consumer doesn’t have a positive experience, all that vision and planning can go south.”

Paulo de Silva, Cox Automotive’s vice president of e-commerce, said that of the 10 dealership groups that are actively using Cox’s Essential Commerce technology, a third are launching standalone digital brands, while the rest have their own established groups for online tools. brands are using.

Da Silva said standalone brands can be a blank slate. He said groups that leverage established brands could see an advantage for their existing properties, similar to how brick-and-mortar retailers like Target are using their physical stores to help them compete online against Amazon. .

“Both strategies can work,” he said. “Honestly, to me it’s all about your level of commitment and your investment.”

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