I would hire the best Japanese car designers and engineers and management teams immediately. The unions would have to be part of the solution and be made part of the management team. Fire the existing board of directors. Cut the salaries and bonuses of the top echelon. GM should look at two demographics for new sales…the retiring baby boomers and generaton Y. Capitalize on the former for immediate sales and the latter for the extended future. GM should also look to build cars with component upgradeable features in electronics, sound systems, GPS and other technologies that not only sustain the life of the car but build customer brand loyalty. I’ve got more ideas that would double GMs sales in 3 three years…just write!

Dealers are Responsible for Slow U.S. Auto Sales

Unlike their foreign auto competitors, Dealers selling U.S. brand vehicles are yelling at customers on TV and radio, chasing people away with tired and worn out print ads and sales techniques. Dealers are the ones responsible for slow U.S. auto sales because they are simply cheapening their core product and keeping customers out of their showrooms by taking their multi-million dollar automotive facilities and splashing the windows of their buildings with eye-searing Day-Glo colored paint boasting giant words announcing SALE and LOWEST PRICE. When it comes to sales, there are a couple of good rules to follow. The first rule is never let them see you sweat and the second rule is sell the product, not the price.

Many vehicle windshields are completely blocked out with discount offers painted in huge letters making it impossible for a customer to see well enough to test drive the product. What was once a unique and eye-catching way to heighten awareness has now become nothing more than a plethora of blinding color that has an angering and standoffish effect when viewed.

Dealerships are transforming any enthusiasm the customer might have had about the product into what can only be described as that of a skin-tightening cold shower.

Balloons?
Balloons hang from almost every dealers showroom ceiling and are tied to hundreds of vehicle antennas. Dealerships are decorated as if the Carnival is in town. Dealership Owners are seen on television and in newspaper ads wearing cowboy hats, athletic uniforms and capes, yet salespersonnel wear white shirts and neckties. Hundreds of thousands of dollars are poured into manufacturing corporate logo apparel for sale to the consumer but rarely does one ever see the salespeople wearing the products. Doesnt anyone realize that logo apparel is an extension of the core product?

All Lined Up And Nowhere To Go
Ask any car salesman and they will tell you, I dont sell cars, I sell dreams. Well, I am here to tell you that no one is dreaming about cars lined up next to each other as if they were parked in front of a grocery store or in a mall parking lot.

The marketing efforts put forth both nationally and regional by the Manufacturer are completely falling apart at the dealership level. There is little if any continuity between what the consumer views at events like the North American Auto Show or in national and regional print and television broadcast ads produced by the Manufacturer and what they see at dealerships.

Dealers simply need to reinvent the way they present and sell themselves and their product lines or else face further declines in market share.

Doug Masser
President
Mile High Media Group
Denver, CO
720-933-1792
e: doug@milehighsigns.com

wheel chair detroit…

I would love to hear more about this ……