Speaker 1: Tonight we spoke to six industry
experts, and we asked what are the most important tenets in this digital revolution? Welcome
to year of the dealer. Speaker 2: If we’re talking about the year
of the dealer, what we’re talking about is really the dealer taking back those things
that have, in the last 15 years, been outsourced, or handed out to some third party that doesn’t
even really know the town that the dealer operates in, never mind any type of unique
qualifications that the dealer might have. Speaker 3: Most dealer website have all their
primary value proposition in text, not video. Most dealers are still forcing consumers to
do long form credit apps, so when we talk about the year of the dealer I do agree that
some people are going to stand out. I’m convinced that you walk into any dealership, and they
say we’re different, we’re family owned and operated, we treat people differently, but
their website, and what they offer is pretty much generic in general.
Speaker 2: That’s why the year of the dealer needs to be about the dealers being empowered
through the control, and the understanding, and the knowledge of managing, and controlling
these assets, these digital assets so that it’s theirs. It reflects who they are, how
they operate, and their inventory, not fictitious inventory that somebody else is putting there.
Not some why buy here statement that was written by somebody that lives 2,000 miles from the
dealership in an office in Detroit. That’s, to me, what year of the dealer means, is that
the dealer gets to be the dealer, and gets to represent themselves through all digital channels, the way they actually operate.