Archive for category Automotive Sales

Dataium Automotive Shopper Intensity Report – January 2013

Dataium Automotive Shopper Intensity Report – January 2013

The automotive marketing research firm Dataium has released their 2013 Automotive Shopper Intensity Report which has become a respected and widely regarded accurate predictor of new vehicle demand in North America.

Each of the charts shown below are posted in the form of a PNG image that I created from the PDF version of the report. You can click on to open a browser window showing the full resolution for viewing and download. I have also included the PDF version of this report excerpt for file download by ADM Professional Community Members at the bottom… The following text, charts and tables are excerpts from the full report, which is available from Dataium for a fee by request. To request complete access to Dataium’s ASI predictive modeling tool on future consumer demand by make, model, trim level, segment, region, and market, contact Dataium at www.dataium.com/contact, or call 877-896-DATA (3282).

 

January 2013 Dataium Automotive Shopper Intensity Report
The Dataium Automotive Shopper Intensity Index (ASI) is a leading indicator of Automotive Retail Sales. We show that Automotive Retail Sales closely mirror the fluctuations of the ASI. This index serves as an early predictor of the next 30 – 45 days of automotive retail sales.

The index was relatively flat in December, up by a mere 0.39%, indicating a slowdown in January. Based on this, Dataium forecasts the US Retail SAAR in January to be 12.2 million retail units.

Eric Brown, CEO of Dataium noted;

“It wasn’t a fiscal cliff but the market did slow.” He added “However, the mitigation is consistent with past holiday incentives and clearance sales hangovers.”

With regards to makes, Toyota continues to outperform both the domestic and import brands alike, with three models: the Camry, Tacoma and Tundra included in the top ten new vehicle ranking for three straight months. However, overall intensity around the brand has gradually declined, with each model dropping a spot or two in the ASI ranking since November.

For a second straight month, shopping intensity for mid-size sedans remained high, with three models within the segment ranking highest in ASI for new vehicles. The report identifies intensifying interest for the Honda Accord, which rose from 9th place in December, to rank highest in new vehicle ASI this month. However, the Accord faces strong competition in the New Year from the Hyundai Sonata, which, for the second month in a row, exhibited one of the largest month over month increases in its segment, and ranked second in ASI for new vehicles.

A notable entry to the top ten ASI new vehicle ranking was the popular compact sedan from Hyundai, the Elantra. For the past two months, the Elantra has outperformed much of the competition in the compact segment in terms of shopping intensity. The ASI report also indicates that despite a slight bump in shopper interest owing to a recent redesign, the Nissan Sentra still trails other compacts within the segment.

Download the PDF version of this Dataium report extract by right-clicking on the following link, then selecting “Save As”: 

Dataium ASI Report January 2013

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TrueCar.com Founder Reinvents Himself After Almost Killing His Company – Automotive Digital Marketing Professional Community

TrueCar.com Founder Reinvents Himself After Almost Killing His Company – Automotive Digital Marketing Professional Community

TrueCar.com Founder Scott Painter Gets A Do-Over After Almost Killing His Company

The ADM Professional Community was at the center of the storm a year ago when the retail auto industry joined together to both critique and reject the public facing TrueCar business model.  Since that time, numerous changes have been made at TrueCar in multiple areas.  I have previously published an article on ADM asking the industry to consider reevaluating TrueCar based on over a dozen significant changes to their business model which have each been designed to benefit car dealers and their customers.

One of the most striking of all changes at TrueCar has been the attitude, demeanor and statements made by Scott Painter relevant to the retail auto industry and car dealers.  I spent over an hour of one on one time in Scott Painter’s office last July and was struck by his candor, willingness to acknowledge the mistakes and miscalculations he had made in the past. 

The following article was recently published by Forbes Magazine and offers some deep insights into the changes that have occurred within TrueCar and rare insights into the changes that have been made on a more personal level by Scott Painter:

Serial entrepreneur Scott Painter, founder of TrueCar.com, has spent much of his career trying to tell auto dealers how to run their business.

Written by Joann Muller, Forbes Staff

Over the past two decades, he has founded 37 companies, many of them auto-related, and has raised over $1.25 billion from investors who share his conviction that buying a car is a painful experience in need of an overhaul.

Few would argue with that assertion. But Painter’s latest attempt to disrupt automotive retailing by sharing transaction data over the Internet stoked enmity among thousands of car dealers, who complained that TrueCar’s marketing tactics had triggered a price war that was driving them out of business. Mike Jackson, chief executive of AutoNation, the country’s largest dealer group, spoke for many when he blamed TrueCar for creating “a race to the bottom.”

Even Painter now sees that his original business model was unsustainable. “If 10 to 15 percent of cars are sold at a loss, it threatens the survival of the ecosystem,” he said. TrueCar’s business model is based on the simple premise that car pricing will find its own equilibrium in a free market that is transparent. But the system tended to favor car buyers by promoting the lowest price on the block, giving them leverage to go find an even better price. By running roughshod over the interests of its own network of car dealers, whose cooperation is critical to his success, Painter ended up nearly destroying the company he had spent seven years and $126 million building.

“It’s embarrassing,” says a chastened Painter, blaming his own “arrogance” for TrueCar’s near-collapse earlier this year, when one-third of its dealer network jumped ship, car sales plunged and it piled up $40 million in losses.

Now, after enlisting help from auto dealers, manufacturers and other industry leaders, Painter is relaunching TrueCar.com with a more conciliatory approach that he says balances the interests of dealers and consumers. A new dealer council provides ongoing advice, and new management with experience in both auto retailing and manufacturing were brought in to repair fractured relations with the industry.

In a new $8 million national advertising campaign, bricks-and-mortar car dealers are portrayed as TrueCar’s “trusted partners” while the emphasis for consumers is getting a “fair price,” not necessarily the lowest one.

The site still publishes data about recent transactions but it no longer shares what the dealer paid for the car nor does it promote the cheapest price as the benchmark for other dealers to beat. Instead, it gives both network dealers and consumers enough information to strike what it calls “a fair deal” by letting them know what others recently paid for similarly-equipped new cars in their geographic area. Dealers pay $299 for every customer lead that results in a car sale.

Other car-buying websites like Edmunds.com and kbb.com share recent pricing data with consumers, but Painter says TrueCar’s figures are better because it shows actual transactions, rather than an average of recent sales. These transactions are posted on a bell curve, displaying the percentage of sales in four price ranges: below market, great, good, and above market. Both buyers and sellers then have the parameters to agree on a fair price, which Painter says typically settles in the lowest quartile of all transactions (the left side of the bell curve) compared to the lowest 6 percent of transactions before the change.

The ad campaign, which broke this week, marks a new beginning for TrueCar.com, which began in 2007 and grew quickly, doubling revenue every year. Although TrueCar.com is the public-facing business, about 80 percent of the company’s revenue comes from managing car-buying programs behind the scenes for affiliates such as AAA, Consumer Reports, American Express and military credit union USAA.

By the end of 2011, revenues were $76 million, TrueCar.com had turned profitable and, with 5,600 dealers in its network, it was selling 30,000 vehicles a month (2 percent of U.S. sales) through its website and the websites of its affiliates.

But trouble arrived in late 2011 as some dealer groups and regulators began to question the legality of TrueCar.com’s business model, suggesting it was acting as an illegal broker. Fearful of incurring fines, some dealers started bailing out of the TrueCar network. Others were angry about TrueCar’s marketing tactics, including an ad campaign that told buyers how much they could undercut the dealer’s price if they bought their car through TrueCar’s website.

The impact was devastating: the dealer network shrunk by one-third in the first three months of 2012 and vehicles sales through its TrueCar.com network plunged 80 percent, from over 13,000 per month at the end of 2011 to just 2,000 a month in June. Revenues from its core auto-buying programs also fell by one-third. On the precipice of death, Painter obtained an emergency bridge loan from existing investors, which include Capricorn Investment Group, GRP Partners and an affiliate of Guthy-Renker.

Then he spun into disaster control mode. In January he launched a series of meetings with dealers around the country to listen to their concerns. That resulted in creation of a dealer council comprised of 20 members representing 24 states, 35 brands and 281 franchises. In February he hired Pat Watson, a 39-year veteran of the South Carolina Dealers Association to keep the dialogue going. He also hired Larry Dominique, a former Nissan executive, to be a liaison with manufacturers.

To address regulatory concerns, TrueCar also made important changes to the way dealers quote prices on its website. Instead of offering prices relative to “dealer invoice,” they now promote guaranteed savings off the manufacturer’s suggested retail price (MSRP). In a few states, TrueCar had to move to a subscription-based business model instead of the $299-fee system to satisfy regulators. TrueCar also gave dealers powerful analytic tools so they can adjust prices according to changing market conditions to ensure they remain in the competitive “sweet spot” while protecting their profit margins.

The changes are working, says Painter. Dealers are returning. Over the past eight months, TrueCar has replaced more than 1,000 of the dealers it lost earlier in the year, ending the third quarter with 5,200 dealers. Vehicle sales have rebounded too. It’s back to selling 20,000 cars per month through TrueCar.com and the auto-buying program for affiliates is on track for record sales in the fourth quarter.

Remarkably, Painter is forecasting fiscal 2012 sales will be up 15 percent over 2011, and TrueCar.com will be cash flow positive again by the end of December.

Was it all a terrible dream? Sadly, no. It really did happen. But Painter no doubt learned a hard lesson about how difficult it is to force change in the auto industry.

About the Author:

Joann Muller, Forbes Staff

I write about the global auto industry

Source: www.Forbes.com

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Mobile vs PC and why does it matter? – Automotive Professional Community

Mobile vs PC and why does it matter?

Mobile vs PC and why does it matter?

 

As someone who lives on his PC, I have to stretch my imagination every time I hear about the advent of the mobile generation.

I have an iPad and I have my super-duper Galaxy S3 smart phone. I absolutely love them for different reasons.

This got me to thinking about those who say PCs are doomed. And I have to say I disagree. It’s not just that PCs are not doomed, it’s why they are not doomed and what it means for Digital Marketing.

The popularity of mobile, be it tablet or smart phone, is portability and “less vs more”. Portability speaks to itself, so let’s examine “less vs more”.

The average person uses his computer for email, surfing, communicating, socializing, and finding specific things like maps and navigation. They also love games. These things are ideal for mobile and encompass the needs of these people. Therefore, combined with portability, you have the obvious attraction.

However, working on these devices tries one’s patience, unless you travel for your job. It is much easier to work on a PC than any of the alternatives. A PC has so many more software possibilities than a mobile device. It has a keyboard that is practical. And serious work can be done.

I think PCs are here to stay for some time.

What does that mean to marketers? Consider the times that many people contact dealers. It is usually lunchtime. Many of them are using their PCs and dead time at work to do so. It’s not just that they can’t do it at home. It’s that they plan that time for personal things to do that they don’t have time to do at home. I know because I do it too. And I’m a consumer. I often say to my wife in the evening, “I’ll try to do that on my lunch break tomorrow”.

Are their any implications I’m missing? Does it matter? I’m looking for opinions. What do you think?

 

Replies to This ADM Discussion:

  Tom, I posted a blog yesterday about the new 2012 J.D. Power AutoShopper car buyer behavior study and the big news was that 20% of the people who buy new vehicles in 2012 use a “mobile” device to access web based information related to their vehicle shopping activities… That’s right, 20%.  Keep in mind that the 20% number INCLUDES iPADS AND TABLETS.

So, as fast as the use of mobile devices is growing, it is in no danger of toppling full size laptops and desktop PC’s any time soon as far as becoming the majority of devices used by car buyers during the shopping process. With that said, we are fast approaching the moment in time when people use their mobile devices more frequently for accessing the web than full sized PC’s… What does that mean?

Well, from what I can see there is a distinct tendency to shop for vehicles and related information using full sized devices. Another significant piece of data is the predominant use of mobile devices to check information by car buyers WHILE THEY ARE PHYSICALLY VISITING DEALERSHIPS.  So the implications are clear and I am not the first automotive marketing professional to point out that we must now design our web based assets to work across a wide variety of different sized screens and browser formats…

Get used to it.  If your web sites and assets do not work properly across ALL OF THE ABOVE, including full sized PC’s with big monitors, cell phones and tablet devices, you are leaving money on the table in regards to your digital marketing strategy.

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J.D. Power 2012 AutoShopper Study Shows Car Buyers Using Mobile Devices At Increasing Rates

J.D. Power 2012 AutoShopper Study Shows Car Buyers Using Mobile Devices At Increasing Rates

 

2012 New Autoshopper Study Shows Continued Evolution of Car Buyers Using Web Access Devices

J.D. Power and Associates Reports:
Although the Majority of Automotive Buyers Continue to Use Personal Computers to Shop for New Vehicles, Tablets and Smartphones Are Used by One in Five Digital Auto Buyers

Nearly 60 Percent of Buyers Narrow Their Decision to One Model during the Final Week before Buying

October 2012 –Influenced by the phenomenal growth of mobile devices to access the Internet, tablets and smartphones are being used by one in five new-vehicle buyers who use the Internet in the automotive shopping process, according to the J.D. Power and Associates 2012 New Autoshopper StudySM released today.

The study analyzes how new-vehicle buyers use digital devices (computers, smartphones and tablets) and which websites and apps are used to gather information prior to purchase. Overall, 79 percent of new-vehicle buyers use the Internet (also referred to as Automotive Internet Users, or AIUs) to research their vehicle purchase.

While nearly all (99%) AIUs use a desktop/laptop computer at some point in their shopping process, nearly 30 percent use multiple devices, including desktops, smartphones and/or tablets. The study finds that 20 percent of AIUs use a smartphone to gather information while shopping for a new vehicle, and 18 percent use a tablet.

“Access to new-vehicle information through the Internet and apps–obtained via personal computers, smartphones and tablets–is having a greater impact on many aspects of the purchase decision than ever before,” said Arianne Walker, senior director, automotive media and marketing solutions at J.D. Power and Associates. “It is important for brands and websites to provide consistency across their sites and apps, no matter what device is being used to access the information.  The shopping experience should be equally usable and the shopping information equally complete, no matter the device.”

The majority of shopping among AIUs still occurs at home. However, tablets are not as mobile as they may seem. Most AIUs who use a tablet for shopping do so at home, while those who use a smartphone are more likely than tablet users to do so outside of the home, as smartphones are always within reach.

Among AIUs who use a smartphone, 59 percent do so at the dealership, accessing vehicle pricing, model and inventory information, as well as comparing vehicles.

“This interplay between the dealership experience and digital information has become more intertwined with the availability of shopping content on mobile devices,” said Walker. “Now that buyers can easily access information right from their pockets, it is essential that the dealer body is as well versed as the shoppers in order to provide consistent information both online and in the dealership.”

The study finds that buyers go online nearly as soon as they decide to buy a new vehicle, and 59 percent of AIUs narrow their consideration list to one model during the final week before the actual purchase. With such a high volume of buyers deciding on the model of purchase so close to the actual time of the sale, the digital experience and dealer interaction are more important than ever. 

The vast majority (98%) of AIUs visit manufacturer websites during their shopping process, followed by third-party websites (81%); dealer websites (73%); and social media sites (5%). AIUs rely heavily on manufacturer websites for researching specific models and utilizing build tools, while they more frequently rely on third-party sites for comparing vehicles; reading vehicle ratings and reviews; and learning about vehicle trade-in values. AIUs use dealer sites primarily for inventory and dealer-specific information, such as directions/location, hours and contact information.

“With such a wide range of information available digitally, it’s important for OEMs to partner with automotive sites, not only to drive traffic to the brand and dealer sites, but also to offer consistency in the information and tools shoppers rely on,” said Walker. “Manufacturers and automotive third-party sites need to think about synchronization across their properties in order to help provide consistency throughout the automotive shopping experience for their target audience.”

Digital automotive research continues to have the most impact on brand and model selection, followed by price, which is relatively unchanged from four years ago.  As a result of having product information accessible through websites and apps, new-vehicle buyers have more tools to help define their consideration set.

Although mobile apps are still used by a minority of AIUs, the same shopping tools are being used across the two types of digital properties, albeit at different rates. 

The 2012 New Autoshopper Study is based on responses from 12,289 purchasers and lessees of 2010 to 2012 model-year new vehicles who used information gathered digitally in the shopping process.

About J.D. Power and Associates
Headquartered in Westlake Village, Calif., J.D. Power and Associates is a global marketing information services company operating in key business sectors including market research, forecasting, performance improvement, Web intelligence and customer satisfaction.  The company’s quality and satisfaction measurements are based on responses from millions of consumers annually. 

For more information on car reviews and ratings, car insurance, health insurance, cell phone ratings, and more, please visit JDPower.com. J.D. Power and Associates is a business unit of The McGraw-Hill Companies.

About The McGraw-Hill Companies
McGraw-Hill announced on September 12, 2011, its intention to separate into two companies: McGraw-Hill Financial, a leading provider of content and analytics to global financial markets, and McGraw-Hill Education, a leading education company focused on digital learning and education services worldwide. McGraw-Hill Financial’s leading brands include Standard & Poor’s Ratings Services, S&P Capital IQ, S&P Dow Jones Indices, Platts energy information services and J.D. Power and Associates. With sales of $6.2 billion in 2011, the Corporation has approximately 23,000 employees across more than 280 offices in 40 countries. Additional information is available at http://www.mcgraw-hill.com/.

Media Relations Contacts:
John Tews; J.D. Power and Associates; Troy, Mich.;

(248) 680-6218; media.relations@jdpa.com

Syvetril Perryman; J.D. Power and Associates; Westlake Village, Calif.;

(805) 418-8103; media.relations@jdpa.com

Follow us on Twitter: @JDPower

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Google: Smartphone Using Car Buyers Reward Dealers With Mobile Friendly Sites – Automotive Marketing

Google: Smartphone Using Car Buyers Reward Dealers With Mobile Friendly Sites

Google Research Shows Smartphone Users Reward Mobile-Friendly Dealership Sites, Punish Dealers Who Are Laggards…

A Chief Marketer survey released in June found that roughly half of the marketers surveyed either have optimized their main website for viewing over mobile browsers (31%) or run a separate mobile-specific website (17%). For those who haven’t yet optimized their sites, there’s no hiding from the Google respondents: 96% said they had encountered sites that were clearly not designed for mobile devices.

Mobile Site Experience Critical

Details from Google’s “What Users Want Most From Mobile Sites Today” indicate that about 3 in 5 smartphone users would quickly move to another site if they didn’t immediately find what they were looking for on a mobile site, suggesting that its not enough to have a mobile-optimized site, but that the experience has to be top-notch, too. 4 in 5 respondents who don’t like what they find on one site said they would search on another site, meaning that a poor experience could steer business to competitors.

Indeed, half of the respondents said that a bad mobile experience would make them less likely to engage with a company or dealership.

Dealerships’ Reputations at Stake

Further report findings suggest that car dealerships not optimizing their sites could damage their reputation among these smartphone using automotive consumers. About half said they feel frustrated and annoyed when they access a site that’s not mobile-friendly, and the same proportion said it made them feel like the company or dealership didn’t care about them. More than one-third feel that they’ve wasted their time.

Dealership Location, Hours, Click-to-Call Important

Car Dealers looking to provide the best experience to smartphone users need to provide users with the ability to take action when on the site. Other details from the study suggest that the key actions most users want to take on mobile sites are getting a location or business hours (76%), click to call the dealership (61%), sending an email (54%), and downloading an application (48%). Also important are getting to the dealership’s social networking page (48%) and playing a video clip (41%).

In terms of the most popular features, smartphone owners primarily want: a search bar that is both easy to find and use (78%); to have just 1 or 2 clicks for more information (78%); for the site to fit the small screen (76%); for there to be an option to go to the full site (74%); and for the site to look clean and efficient (74%).

Roughly 7 in 10 want big, finger-friendly buttons, and slightly less than two-thirds for there to be scrolling one direction only.

About the Data: The Google data is derived from a survey of 1,088 US adult smartphone internet users in July 2012.

Source: http://www.marketingcharts.com/wp/interactive/smartphone-users-reward-mobile-friendly-sites-punish-laggards-23638/

What has your experience been in dealing with car buyers or service customers that want to use their mobile devices to engage with dealership staff?

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Will Car Buyers Pay More For Green Technology? – Automotive Digital Marketing Professional Community

Will Car Buyers Pay More For Green Technology?

Market Research: Americans Go Slower, Choose Green Options Like Ford Fusion EcoBoost with $295 Auto Start-Stop Technology

  • Recent survey shows 82 percent of Americans are paying more upfront for green products that save money longer term, as many drive slower and take other steps to conserve fuel
  • New 2013 Ford Fusion offers hybrid-based Auto Start-Stop technology that shuts off the engine at stops to reduce fuel consumption in stop-and-go driving conditions
  • If just 50,000 customers add the $295 Auto Start-Stop Fusion option, it could save more than 14 million pounds of CO2 emissions and nearly 1 million gallons of gasoline annually
  • New Fusion is the first vehicle ever to offer the power of choice with fuel-efficient EcoBoost®, EcoBoost with Auto Start-Stop, hybrid and plug-in hybrid powertrains

DEARBORN, Mich., Sept. 12, 2012 – Energy-efficient washers and dryers, solar panels, and the fuel-efficient 2013 Ford Fusion look to be hot green products this fall as a majority of Americans say they’re paying more upfront to save money over time.
The all-new Fusion provides the power of choice – an automotive-first lineup of fuel-efficient EcoBoost®, EcoBoost with Auto Start-Stop technology, hybrid and plug-in hybrid powertrain offerings.
The Fusion with 1.6-liter EcoBoost engine is Ford’s first gasoline-powered vehicle in North America to offer the Auto Start-Stop fuel-saving technology – derived directly from advanced Ford hybrids, and a $295 option – with the convenience of a six-speed automatic transmission.

Click graphic to download PDF.

“As American consumers continue to get greener, Ford is rapidly introducing more fuel-saving technologies to expand the power of choice for leading fuel economy across our lineup,” said Ford group vice president for Global Product Development Raj Nair. “The new Fusion with Auto Start-Stop technology is an affordable way for consumers to enjoy some hybrid benefits including improved urban fuel economy and cleaner air.”
A Ford-commissioned survey by leading market research firm Penn Schoen Berlandalso found many American drivers are slowing down, coasting more to stops, and in some cases even slipstreaming behind larger vehicles to save gasoline.
Based on $1,000 of discretionary income to spend on energy savings, 25 percent of the survey respondents would buy a vehicle with hybrid technology, with almost equal numbers choosing energy-efficient appliances or solar panels.
Survey says…
The study shows the significance of this greener attitude shift, as seven out of 10 drivers have changed their driving habits to become more fuel-efficient.
This recently released research of American driver attitudes indicates the following trends:
  • Saving money and helping the environment are top drivers of energy-efficient purchases
  • Almost all respondents agree on the importance of fuel-efficient vehicles (95 percent), followed by energy-efficient appliances (93 percent) and light bulbs (85 percent)
  • Seven of 10 respondents have changed their driving habits to save fuel
  • Sixty-four percent drive less frequently, 41 percent have slowed down, and 10 percent say they draft behind larger vehicles to save fuel
  • Thirty-two percent have done research to find cheaper fuel
  • Twenty-one percent have purchased a new vehicle with improved fuel economy
How it works
Ford’s Fusion represents the first North American non-hybrid Ford application of the Auto Start-Stop feature and the first to combine this technology with a gasoline engine and the convenience of an automatic transmission, making this accessible to the widest possible range of drivers.
Auto Start-Stop switches off the gasoline engine when the vehicle is stopped in congested traffic, at stop signs and traffic signals. Seamlessly restarting when the driver releases the brake pedal, the system helps to save fuel and conserve the environment.
Ford Auto Start-Stop can provide up to a 10 percent improvement in overall fuel efficiency, with a corresponding drop in tailpipe emissions.
“This affordable system can provide real-world benefits such as saving money and helping preserve air quality,” Nair said. “For urban drivers, the more they stop, the more they save.”
Start, stop, repeat, save
Auto Start-Stop saves the fuel typically wasted when a car is standing and running at idle. Savings vary depending on driving patterns, but owners who spend most of the time in urban areas and city traffic will benefit the most – up to 10 percent.

Click graphic to download PDF.

On average, Auto Start-Stop improves fuel efficiency by about 3.5 percent. If 50,000 Fusions were equipped with Auto Start-Stop, the improved efficiency would reduce annual CO2 emissions by more than 14 million pounds and 1 million gallons of gasoline.
More broadly, a study by the United States Department of the Treasury estimates that congestion consumed an extra 1.9 billion gallons of fuel in 2011, approximately 5 percent of all the gasoline used. Studies show drivers encounter an average of 10 to 15 red lights and stop signs on a typical 20-mile commute, which can add from five to 15 minutes of idle time and wasted fuel.
“We expect the average Fusion driver with the 1.6-liter EcoBoost engine and Auto Start-Stop can recover the $295 cost of this technology through real-world fuel savings in less than 18 months,” said Samantha Hoyt, Fusion Marketing manager. “That’s more cash in their pocket and more time saved with fewer trips to the pump.”
The Auto Start-Stop engineering team has filed more than 25 patent applications for innovations developed in the electronic control strategy to ensure smooth and robust restarts.
The system also monitors climate control settings and cabin temperature and humidity to ensure a comfortable environment for the driver and passengers.
Power of choice
On sale this fall, Fusion offers customers the power of choice with the broadest selection of fuel-efficient powertrains in the midsize car segment – two EcoBoost-powered gasoline engines, a normally aspirated four-cylinder engine, a hybrid and a plug-in hybrid. Fuel economy includes:
  • 2013 Fusion 1.6-liter EcoBoost with Auto Start-Stop: Delivering a projected 37 mpg highway
  • 2013 Fusion Hybrid: Delivering at minimum a projected 47 mpg – 4 mpg better than the Toyota Camry Hybrid
  • 2013 Fusion Energi plug-in hybrid: Delivering at minimum a projected 100 MPGe-plus rating – making it the world’s most fuel-efficient midsize sedan when it becomes available early in 2013
The story behind the new Fusion
For more on the new Ford Fusion, check out http://FordFusionStory.com, a special mobile site featuring articles, videos and graphics that are easily shareable directly from a smartphone, tablet or computer browser to Facebook, Twitter, Google+ and blogs.
# # #
About Ford Motor Company

Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 168,000 employees and about 65 plants worldwide, the company’s automotive brands include Ford and Lincoln. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford and its products worldwide, please visit http://corporate.ford.com.

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Landing Page Optimization – Automotive Marketing Professionals

Landing Page Optimization – Automotive Digital Marketing

 

Here I was sitting in a landing page optimization course and the first thing they did was throw a formula at me. C=4m+3v+2(i-f)-2a.Thankfully, it really wasn’t a mathematical formula, just a conversion sequence that helped you visualize conversion. Dr. Flint McGlaughlin the founder of MECLABS, the world’s largest independent research institution focused on offer response optimization, was standing in front of the class saying, “You don’t optimize websites; you optimize thought sequences. Say it with me, C=4m+3v+2(i-f)-2a.”

What goes in that landing page optimization formula you say?

  • Motivation of user, force of the value proposition, incentive, friction, and anxiety.

He went on to say that the sales funnel we all know and love is actually upside down, “The value proposition is the fundamental force powering your prospects up the sales funnel,” he added.

This can be measured by four essential elements of offer:

  • Appeal- how much do I desire this offer?
  • Exclusivity- where else can I get this offer?
  • Credibility- can I trust your claims?
  • Clarity-what are you actually offering?

In order to express your value proposition on the Web, you must have congruence (having every element of your page state or support your proposition) and continuity (making sure that every step of the buying process states or supports the proposition).

I know I can’t say it as best as Dr. McGlaughlin can, so I found a video where he discusses the value proposition in better detail.

Got it? Good. Next was incentives. The object of incentives is to balance emotional forces from negative to positive. To determine your ideal incentive you must consider: marketing intuition, perceived value differential,and return on incentive. Here is another video in which Dr. McGlaughlin discusses these elements

Next Dr. McGlaughlin spoke about friction and anxiety. Friction, in marketing, is the psychological resistance to a given element in the sales process. Anxiety, in other words, is like concern, but it is just as lethal as friction. To get a better idea of these two elements, click here.

What does this mean for you?
If your Website isn’t optimized properly, you’re losing customers. Dr.McGlaughlin showed us case studies where there was a 200% increase in capturing lead information by simply adjusting elements of their website. Take a look at the links presented above to better optimize your website, you won’t regret it. 

With this information presented to me I had to take a 50 question test to get certified in landing page optimization. I passed, would you?

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TrueCar: Is It Time For Car Dealers To Reevaluate?

TrueCar: Is It Time For Car Dealers To Reevaluate?

Is It Time To Reevaluate Your Opinion About TrueCar?

 

I have seen many issues polarize dealers, and at times energize them during my 30 years in the car business. Very few issues have rallied so many people in the auto industry to cry out than the advent of TrueCar’s advertising campaign in the Fall of 2011.  In fact, since the creation of the two automotive professional networks I am involved with, AutomotiveDigitalMarketing.com and DealerELITE.net, there has been no other issue that has attracted even a tenth of the visitors to these sites, or engagement in the form of comments and subsequent posts… From October 2011 through January 2012 the most popular subject matter on many online sites catering to people working in the car business was the thorough vilifying of TrueCar. 

 

Meanwhile, the outcry from dealers reached a crescendo of volume that was enough to get many State Dealer Associations and a handful of state regulators to “investigate” TrueCar for potential violation of everything from brokering without a license, to operating out of compliance with advertising regulations. 

 

Amazingly enough, despite all the name calling and personal bashing that executives at TrueCar received, not a single “cease and desist” letter was sent, or lawsuit was filed by TrueCar against those of us who pushed our criticism of TrueCar beyond the boundaries of civilized and professional discussion or debate.  In hindsight, I am very surprised that TrueCar took such a beating without resorting to legal measures against some of the worst name callers and accusers, including yours truly!

 

After receiving several phone calls and speaking with Scott Painter in December 2011 I put off visiting TrueCar’s headquarters at their invitation until just a few weeks ago.  My first encounter with TrueCar executives on a face to face basis was in March 2012, at the Automotive Leadership Roundtable in Miami, FL.  Bernie Brenner from TrueCar’s board came over to my table and asked me if I would sit with the TrueCar team during the lunch session and discuss changes they were making to their business model.  Curiosity piqued, I accepted.  Looking back on that lunch, I gave the TrueCar executive team a fairly strong rebuttal… I was polite, but explained my objections to their business model as inserting an unnecessary dealer expense.  Mike Timmons, Bernie Brenner and a couple other TrueCar executives were polite, rational in their explanations and determined to convince me that they had seen many of the problems with their pricing models and were making changes so that TrueCar would make sense for dealers as a means of acquiring incremental business at about half of what the NADA average cost of advertising is Per Vehicle Retailed (PVR).  At the time I remained resolute in my stated opinion that TrueCar was a bad deal for car dealers.  However, I will admit that maintaining that opinion in the light of new information, changes TrueCar was making and the logic around their affinity model was already starting to erode the certainty I had in my position on TrueCar… Not that I was admitting any of that at the time!

 

The next time I saw any TrueCar executives was at Digital Dealer 12 in Orlando last April… Bernie Brenner approached me and asked me to bring any dealers who were avid TrueCar haters to him so he could meet them and listen to their grievances.   Seemed like an odd request, but he was sincere and the entire TrueCar team was looking for people with negative perceptions of their company so they could show them all the aspects of their business model that had been changed, so that with new information these dealers might reevaluate their perception of the benefits of doing business with TrueCar.

 

What I have since learned is that from the beginning of January through May of 2012, TrueCar experienced a large number of dealers cancelling their TrueCar agreements and dropping out of the TrueCar program.  This, combined with various state legislative issues is what prompted TrueCar to make so many dramatic changes to the way they do business.  They simply had to change in order to move forward.  Something that more people in the car business ought to consider!

 

When I accepted TrueCar’s invitation to visit their headquarters in Santa Monica, CA the timing was perfect… I arrived the day before a “all hands on deck” meeting where every TrueCar employee who works out of the headquarters was traveling in to attend.  During my visit and tour I was able to spend more than an hour of quality time in detailed conversation with Scott Painter.  Mike Timmons arrived a couple hours after I did and took me on a tour to meet various team leaders and department heads in the two building that TrueCar operates out of.  I met many people and watched a team of TrueCar employees working directly with dealers all over the country, helping them to put deals together and sell cars.  The people I met were intelligent, well spoken and knew what their part of the TrueCar mission was, and how it tied into selling cars.  What I found was hardly a bastion of evil, nor were there any indicators that they were trying to eliminate car dealers or harm anyone working in a dealership.  Like many companies I have visited, such as Edmunds, Kelley Blue Book, Dealix, AutoUSA, Cobalt, Reynolds, ADP and others, what I found at TrueCar was over 250 people who are educated and intelligent going about their specific duties and focused on generating more car sales for their participating dealers. 

 

So, what about all these so called “changes” that TrueCar has made since the end of 2011? Let’s take a look at ten of them, why TrueCar made the changes and their intended impact.

 

10 Key TrueCar Changes – January to April 2012

 

In late 2011, TrueCar started receiving significant feedback – much of it critical – from the automotive retailing industry including dealers, dealer associations, manufacturers and industry consultants.  In the first half of 2012, TrueCar made substantial changes to address industry concerns.  By no means is TrueCar finished with implementing changes and revisions, but they do feel they have taken the necessary actions to ensure TrueCar is acting as a key auto industry partner.  Listed below are 10 key recent changes:

 

1. Changed Website Experience Nationwide and Billing Model in Certain States to Address Regulatory Compliance Concerns

 

What TrueCar Heard:  Through trade publications, dealer association communications and social media sites, there was a lot of attention on whether TrueCar’s novel business model complied with the existing regulatory framework in certain states.

 

What TrueCar Did:  Completely overhauled its website experience to address state-specific concerns related to advertising regulations.  Among other changes, dealers no longer communicate price offers relative to invoice through the TrueCar website experience.  Additionally, “bait and switch” concerns have been addressed through website features expressly clarifying that TrueCar users who use our website to explore the new car market are configuring “virtual vehicles” – not vehicles that are actually in inventory at our participating dealers.  TrueCar has also implemented a subscription-based billing model in certain states.  30 of the 50 states continue with TrueCar’s pay for performance model, while 19 other states have variations designed to comply with that state’s laws.  Lousiana remains a state not served by TrueCar.

 

2. Overhauled Display of Information on TrueCar Price Curves and Dealer Portal to Address Dealer Concerns

 

What TrueCar Heard:  Though not our intent, TrueCar heard loud and clear from dealers that the TrueCar price curves and Dealer Portal did not provide the most contextualized, relevant, and informative display of information to assist consumers and dealers.  

 

What TrueCar Did:  TrueCar’s continued success depends on providing services that result in a better car buying experience for dealers and consumers.   TrueCar changed the TrueCar price curves in January to provide more robust, comprehensive data that allows consumers to understand what constitutes a “fair” price in the current market.  They also switched from providing “network-pricing” information in the Dealer Portal (which focused on the pricing of other TrueCar dealers) to providing “market-based” pricing information driven by recent transactions in the dealer’s local market area (not just transactions by TrueCar dealers).

 

3. Reduced DMS Data Received From Dealers

 

What We Heard:  A small number of industry consultants used social media sites to spread misinformation that participating dealers’ sales matching data is used to create the TrueCar price curves and/or that TrueCar actively markets to customers found in the dealers’ DMS.  To be clear, these are both myths. 

 

What TrueCar Did:  TrueCar only requires dealers to provide customer contact information (name, address, phone, email for buyer and co-buyer) and basic vehicle information (VIN, make/model/trim, year, new/used, stock number, sale date) in order to perform the sales matching, billing (in states with performance-based billing models), dealer scoring and analytics and reporting aspects of their business.  TrueCar does not directly access dealer DMS systems and we never have.   All data extraction and compilation is handled by respected third-party vendors, Digital Motorworks (DMi) and Netlink.   All dealers also have the option to “push” their sales matching data via FTP to TrueCar’s third-party vendors; the data received by TrueCar is the same whether the dealer chooses automated or manual sales data reporting.  To address concerns that TrueCar was receiving extraneous data from its third-party vendors, TrueCar worked with both Digital Motorworks and Netlink in February to remove all unused fields from the data feeds sent to TrueCar, reducing the fields to just those listed above.

 

4. Rolled Out More “Dealer-Friendly” Dealer Agreement, Including Indemnification

 

What TrueCar Heard:  Some dealers told TrueCar that the dealer agreement needed to be more fair.

 

What TrueCar Did:  In February, they rolled out a new dealer agreement, the key aspects of which include:  (i) dealers can cancel at any time for any or no reason; (ii) more clarity and control on how dealers provide sales reporting data to TrueCar; (iii) confirmation that the dealers’ sales reporting data is NOT used to create TrueCar price curves; and (iv) confirmation that dealers’ sales reporting data is NOT used to send marketing-related communications to customers.  In April, we added a limited indemnification provision to the new dealer agreement.  The decision to indemnify dealers is another manifestation of TrueCar’s commitment to their dealer partners and underscores that they are fully invested in standing behind the valuable services that TrueCar provides.

 

5. Launched TrueCar National Dealer Council

 

What TrueCar Heard:  Many dealers, dealer associations and manufacturers expressed concern that TrueCar was making major product, process and policy changes without incorporating feedback from dealers.

 

What TrueCar Did:  In April, 2012 TrueCar launched a National Dealer Council with 20 Members representing 24 states, 35 unique makes and 281 franchises.  The purpose of the Council is to ensure TrueCar is actively listening to dealers, and the Council is chaired by Gary Marcotte (former SVP Marketing & Strategy at AutoNation).  The inaugural full-day Council meeting in April was excellent, with great feedback from the Council Members.  Going forward, the Council will meet periodically with TrueCar senior executives to provide guidance on how TrueCar can improve the services it provides to dealers.

 

6. Initiated Dealer Associations Outreach

 

What TrueCar Learned:  TrueCar had not historically communicated with state and large metro dealer associations and paid a price for not directly engaging this important constituency.

 

What TrueCar Did:  In March, TrueCar hired Pat Watson, VP of Industry Relations, to directly communicate and work collaboratively with dealer associations on how to help our mutual partners – dealers.  Pat is the former CEO of the South Carolina Automobile Dealers Association, where he worked for 38 years.

 

7. Started Participating In Key Industry Conferences

 

What TrueCar Learned:  Prior to 2012, TrueCar did not have an active presence at key industry conferences, which was perceived by some as an indication that TrueCar did not care to engage directly with the industry.

 

What TrueCar Did:  In 2012, TrueCar has sponsored and actively participated at key industry conferences, including Automotive Leadership Roundtable in March and Digital Dealer 12 in April, and the upcoming AutoCon 2012 in September.  TrueCar will continue to have an active presence at future conferences, including Digital Dealer 13, Driving Sales, J.D. Power Automotive Internet Roundtable, various 20 Groups, trade associations and dealer group events.

 

8. Improved TrueCar’s Social Media Response and Presence

 

What TrueCar Learned:  Social media can be a powerful medium for individuals in the automotive retail industry to share opinions and shape stories.

 

What TrueCar Did:  Mike Timmons, EVP of TrueCar and an auto retailing veteran (VP Operations AutoNation; independent auto dealer; new car sales and management) has taken ownership of monitoring and responding as appropriate to social media related to TrueCar and industry-related issues. Additionally, Mike has directly reached out to key TrueCar detractors to understand and address their concerns, as well as to correct any misinformation, and he will continue to do so.  In the future, TrueCar will be taking a more proactive approach to leverage social media to showcase our product and company changes.

 

9. Increased Communication With Manufacturers

 

Before:  Previously, TrueCar’s communication with manufacturers was sporadic and reactionary, sometimes leading to significant misconceptions.

 

What TrueCar Did:  In the past four months, Larry Dominique, EVP Data Solutions, with over 27 years of OEM experience (former VP Advanced and Product Planning and Strategy, Nissan, plus stints at GM and Chrysler), has met with key decision makers from 20 manufacturers to listen to their concerns and inform them as to what TrueCar is all about.  Going forward, TrueCar will continue to directly engage with manufacturers to discuss ways that TrueCar can improve the services it provides to dealers.

 

10. Added More Dealer Support

 

What TrueCar Heard:  Dealers have told us they want more face time and support from TrueCar dealer-facing personnel.

 

What TrueCar Did:  In the first four months of 2012, they added 13 new employees to the TrueCar Dealer Development Team, including Ken Potter (VP Dealer Development; former VP & GM of Internet Brands / CarsDirect; former GM of two dealerships), Amir Rizkalla (Director Account Management; formerly of Fisker Automotive and Toyota), two Area Sales Managers and four Account Managers.   TrueCar is currently looking to hire 9 additional dealer-facing employees in the next 60 days, including six more Area Sales Managers (Philadelphia, Charlotte, Atlanta, Seattle, Des Moines, and St. Louis) as well as two more Account Managers, to ensure that we continue to provide dealers with the support they want and need.

 

After traveling to TrueCar headquarters on a Monday in July and then visiting Southern California dealers, I returned home to Phoenix on Tuesday evening.  Later that week I had an appointment with the owners and management team at Courtesy Chevrolet in Phoenix.  This is the same Courtesy Chevrolet that I worked at from 2005 to 2007, and I have a close bond with the leadership team there… During my visit, which was to convince them to attend AutoCon 2012, I mentioned visiting TrueCar headquarters earlier in the week.  The response I received from the owner and several managers was “we really like the TrueCar program, they have gotten a lot better about invoicing us and the business we get from them seems to be purely incremental… deals we would not otherwise have made.” These statements and the discussions I had with the team at Courtesy, as well as all the information I had witnessed firsthand during my meetings at TrueCar, and from the conversations I had with at least a dozen TrueCar employees lead me to a conclusion I feel very certain about.  It would be foolish for any dealer to ignore the changes that TrueCar has made and not reevaluate whether to do business with TrueCar based on the new information available and the changes TrueCar has made to the way they do business.

Researched and written by Ralph Paglia

 

Be sure to take advantage of the “2 For One” AutoCon 2012 registration promotion that is good from now through Tuesday… This is the best buy on the best automotive conference for dealers in 2012! Go to http://bit.ly/2Ftues

via Automotive Digital Marketing Professional Community.

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TrueCar: Hyundai/Kia Record High Transaction Prices; Volkswagen Incentives Climb 40 Percent

TrueCar: Hyundai/Kia Record High Transaction Prices; Volkswagen Incentives Climb 40 Percent

Honda and Toyota Have Record High Average Transaction Prices for Third Straight Month; Industry Incentives Decline for Three Consecutive Months According to TrueCar.com
 

SANTA MONICA, Calif. — TrueCar.com, the authority on car pricing, trends and forecasts, estimated today that the average transaction price for light vehicles in the United States was $30,369 in July 2012, up $487 (1.6 percent) fromJuly 2011 and down $139 (0.5 percent) from June 2012.

“Even though automakers may give the impression that they are ramping up incentives spending, the very low cost of funds and historically high resale values are in fact enabling them to create a ton of noise with fewer actual dollars spent,” said Jesse Toprak, Vice President of Market Intelligence for TrueCar.com. ” Manufacturers are increasingly moving away from cash incentives and pushing finance and lease programs, which –along with consumers continuing to buy highly-optioned out vehicles- is helping with sustained high level of transaction prices”.

Manufacturer

July 2012 Transaction Price

June 2012 Transaction Price

July 2011 Transaction Price

Percent
Change July

2011 to July

2012

Percent

Change

June 2012

to July

2012

Chrysler (Chrysler,

Dodge, Jeep, Ram, Fiat)

$29,647

$29,590

$28,996

2.2%

0.2%

Ford (Ford, Lincoln)

$32,089

$31,947

$31,784

1.0%

0.4%

GM (Buick, Cadillac,
Chevrolet, GMC)

$32,554

$32,824

$32,462

0.3%

-0.8%

Honda (Acura, Honda)

$27,123

$27,055

$26,603

2.0%

0.2%

Hyundai/Kia

$22,340

$22,121

$20,881

7.0%

1.0%

Nissan (Nissan, Infiniti)

$27,892

$28,283

$27,610

1.0%

-1.4%

Toyota (Lexus, Scion,
Toyota)

$28,074

$27,910

$27,266

3.0%

0.6%

Volkswagen (Audi,
Volkswagen)

$33,366

$33,368

$32,674

2.1%

0.0%

Industry

$30,369

$30,508

$29,882

1.6%

-0.5%

In addition, TrueCar.com estimated that the average incentive for light-vehicles was $2,480 in July 2012, down $96 (3.7 percent) from July 2011 and down $68 (2.7 percent) from June 2012.

Manufacturer

July 2012 Incentives

June 2012 Incentives

July 2011 Incentives

Percent
Change July
2011 to July
2012

Percent
Change
June 2012
to July
2012

Chrysler (Chrysler,
Dodge, Jeep, Ram, Fiat)

$3,132

$3,199

$3,326

-5.8%

-2.1%

Ford (Ford, Lincoln)

$2,451

$2,516

$2,680

-8.6%

-2.6%

GM (Buick, Cadillac,
Chevrolet, GMC)

$3,015

$3,240

$3,190

-5.5%

-6.9%

Honda (Acura, Honda)

$2,346

$2,300

$2,079

12.8%

2.0%

Hyundai/Kia

$1,181

$1,253

$1,277

-7.5%

-5.7%

Nissan (Nissan, Infiniti)

$3,205

$3,060

$2,618

22.4%

4.7%

Toyota (Lexus, Scion,
Toyota)

$1,824

$1,810

$2,353

-22.5%

0.8%

Volkswagen (Audi,
Volkswagen)

$2,748

$2,888

$1,990

38.1%

-4.9%

Industry

$2,480

$2,548

$2,575

-3.7%

-2.7%

TrueCar.com estimated that the ratio of incentives to average transaction price for light-vehicles was 8.2 percent in July 2012, down from 8.6 percent in July 2011and down from 8.4 percent in June 2012.

Manufacturer

July 2012
Incentives/
Avg.
Transaction
Price

June 2012
Incentives/
Avg.
Transaction
Price

July 2011
Incentives/
Avg.
Transaction
Price

Percent
Change July
2011 to July
2012

Percent
Change
June 2012
to July
2012

Chrysler (Chrysler,
Dodge, Jeep, Ram, Fiat)

10.6%

10.8%

11.5%

-0.9%

-0.2%

Ford (Ford, Lincoln)

7.6%

7.9%

8.4%

-0.8%

-0.2%

GM (Buick, Cadillac,
Chevrolet, GMC)

9.3%

9.9%

9.8%

-0.6%

-0.6%

Honda (Acura, Honda)

8.6%

8.5%

7.8%

0.8%

0.1%

Hyundai/Kia

5.3%

5.7%

6.1%

-0.8%

-0.4%

Nissan (Nissan, Infiniti)

11.5%

10.8%

9.5%

2.0%

0.7%

Toyota (Lexus, Scion,
Toyota)

6.5%

6.5%

8.6%

-2.1%

0.0%

Volkswagen (Audi,
Volkswagen)

8.2%

8.7%

6.1%

2.1%

-0.4%

Industry

8.2%

8.4%

8.6%

-0.5%

-0.2%

About TrueCar, Inc.

TrueCar, Inc. is an online automotive information and communications platform focused on creating a better car buying experience for dealers and consumers.  Consumers want a hassle-free car buying experience and dealers want high-quality sales velocity.  TrueCar helps achieve these goals by providing unbiased market information on new car transactions and by supplying an online communications platform through which dealers and consumers can communicate with each other.  TrueCar’s market-based information provides both consumers and dealers with an accurate and comprehensive understanding of what others actually paid recently for similar vehicles, both locally and nationally.  TrueCar’s communications platform then allows informed, ready-to-buy consumers to communicate directly with participating dealers.  Some of the nation’s largest and most well respected membership and service organizations rely on websites powered by TrueCar to help educate their members and customers who are in the automotive market.  TrueCar is headquartered in Santa Monica, CA, and has offices in San Francisco, CA, and Austin, TX.  After experiencing dramatic growth since 2006, TrueCar is developing a suite of products and services centered on radical clarity through the comprehensive analysis of market data and information.  TrueCar’s participating dealer partners have sold over 500,000 new vehicles to TrueCar users nationwide.

You can follow TrueCar on Twitter (@TrueCar) and become a fan of TrueCar on Facebook and Google+.

 

Disclaimer
This press release and the information contained herein is for noncommercial use on “as-is, as available” basis and may be used for informational purposes only.  TrueCar makes no representations or warranties, express or implied, with respect to the information contained in this press release and the results of the use of such information, including but not limited to implied warranty of merchantability, fitness for a particular purpose and non-infringement.  The information contained in this press release may include technical inaccuracies or typographical errors.  Neither TrueCar nor any of its parents, subsidiaries, affiliates or respective partners, officers, or directors, employees or agents shall be held liable for any damages, whether direct, incidental, indirect, special or consequential, including without limitation lost revenues or lost profits, arising from or in connection with your use or reliance on the information presented in this press release.

SOURCE TrueCar.com

TrueCar is the Title Sponsor for AutoCon 2012 – The AutoConnections Conference and Exposition at the Aria Resort Conference Center in Las Vegas from September 5th to the 8th… Learn more athttp://AutoCon2012.com

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AutoCon 2012 Provides Diversity and Women’s Issues Workshops – Automotive Digital Marketing Professional Community

AutoCon 2012 Provides Diversity and Women’s Issues Workshops

 

AutoCon 2012 Provides Diversity and Women’s Issues Workshops

The AutoCon 2012 Planning Committee is pleased to announce our partnership with Jody DeVere, CEO of AskPatty.com to create a powerful set of workshops that address diversity marketing and Women’s issues in the automotive industry.

 

Rarely do mainstream conferences invest the time and workshop space to cover what we consider as important topics for today’s auto dealership.

 

The workshops will include subject matter experts, women in leadership in the automotive industry, dealer principals, and diversity specialists.   Attendees that attend at least three of the Diversity Tract workshops will receive a Diversity Training certificate on the closing day of AutoCon 2012.

Diversity Workshop Offered at AutoCon 2012

Here are the current workshops offered in this tract:

  • Diversity Marketing to Latinos
  • Recruiting, Hiring, & Retaining Women in Automotive Industry
  • Case Studies of Dealerships Getting It Right With Women
  • Diversity Marketing to LGBT Community
  • A Candid Discussion With Women Leading Successful Dealerships

 

We encourage members of the automotive community that would like to see more discussion on Women’s issues, leadership opportunities for Women, and marketing strategies for our diverse customer base, to please share the information about AutoCon to their peers.

 

For more information and online event registration, please click the image below:

via Automotive Digital Marketing Professional Community.

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