I wrote last week about how — or even whether — franchised dealerships should counter messaging that their business model is outdated in advertisements from online used-vehicle sellers such as Carvana and Vroom.
One reason that images such as the one portrayed in Vroom’s Super Bowl commercial — a car salesman threatening a would-be customer with an electric shock — persist may be because dealerships haven’t done as good a job telling consumers about their digital retailing capabilities and convenient experiences, such as buying online and home vehicle delivery.
Ryan Osten, COO of Gubagoo, a retail technology vendor that specializes in conversational and digital retailing tools, says dealerships should consider three questions to think like a disrupter and succeed against Carvana or Vroom.
First, what are the core values customers will continue to want years from now? Osten contends they center on a speedy, comfortable and trustworthy transaction.
Second, what type of…
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