Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Dennis Galbraith

Dennis Galbraith Chief Marketing Officer

Exclusive Blog Posts

The Perennial Sales Starter Kit

The Perennial Sales Starter Kit

Outside of having some online training that I could do on my own time, a 2-Day Sales Training Course, shadowing the top Sales Consultant (at my initiative)…

How SEO Impacts the Service Department

How SEO Impacts the Service Department

Digital marketing in the dealership often is viewed and conducted solely from a sales perspective. But the service department, often called the "backb…

What 89% of salespeople are failing to do...

What 89% of salespeople are failing to do...

  According to Dale Carnegie only 11% of salespeople ask for referrals. We all know how valuable referrals are but when it comes time to ask for a …

Why Your Online Shoppers Don’t Take the Bait

Why Your Online Shoppers Don’t Take the Bait

You think you’re dangling an enticing lure in front of your customers’ eyes. You plan to set the hook and reel them in. But what you don&rs…

Click-to-Call [Infographic]

Click-to-Call [Infographic]

  Most dealers understand the importance of making it easy for customers and prospects to find contact information. Websites often have prominent &…

The AutoNation Brand

 

AutoNation announced that nearly all of their stores will carry the AutoNation name, similar to CarMax. The shift from the AutoNation collection of stores to an AutoNation brand carries with it a lot of implications. Experimentation will undoubtedly continue, but a brand image demands a high degree of uniformity. You can't have one GM trying to become the second coming of Carl Sewell and another GM under the same brand name going on TV in a clown costume and acting crazy. Some degree of uniformity with respect to promotions becomes mandatory under a brand strategy.

You can't have one store delivering full value transparency and another refusing to price their vehicles online. So there needs to be a uniform level of transparency across the brand, and AutoNation appears clear about their dedication to transparency as a competitive advantage. Already, stores uniformly offer a three-day, 150-mile money back guarantee.

Brand uniformity is easier across used cars, and CarMax has done a good job of it. AutoNation is not including its highline vehicles as part of this move. Selling Bentley under the same brand name as Smart is a bit like trying to expand the Kmart name across Tiffany stores. There will need to be some level of uniformity around the quality level of used vehicles and the quality of customer care provided. The more different the product mix is across a retail brand strategy the greater the need for uniformity around how those products are merchandised and delivered.

Much of the uniformity necessary has already taken place. It would be a mistake to announce a national brand strategy and then hope it can be pulled off. AutoNation has not been secretive about its long move in this direction. By the firm's own accounts, this has been in process for at least 13 years. Other dealer groups appear to be taking similar steps toward the same objective. It will take time.

CNN compared the AutoNation move to becoming the McDonald's of car dealers. I'm not sure that is a good analogy. There are some things AutoNation still cannot do, like national advertising. Outside of manufacturers, only AutoTrader.com and Cars.com have enough national coverage to cost effectively buy advertising on a national level. (I know others have done it, but I said cost effectively.) AutoNation claims to have no ambition of becoming a truly national brand. However, AutoNation already had branding strategies within various regions. There is a reason they are moving forward with a national brand strategy.  This strategy of a national brand without national distribution would have been less beneficial in a TV era than it will be in the Internet era.

While I am not permitted to discuss the online marketing I performed for one publicly held dealer group. I can say the Internet has opened new opportunities for retailers with a widely recognized brand name selling dozens of nameplates. In my first book, Sales Integration, I suggested some of the changing opportunities. This first is but one of the many milestones to be crossed in the future of automotive retail.

 (Sources used include public documents and articles from AutoNation, Automotive News. CNN, Sun Sentinel, and Bloomberg)

Eric Miltsch
Such a smart - and overdue - move by AN. The decision to keep the highline out of the mix is also a wise move; their entire marketing efforts always seemed very fragmented and inconsistent. And even so, they still did a great job at connecting on the local level with their customers, this should make their marketing efforts even more productive and efficient. (Kudos to their original social marketing team as well: Gary, Stephen and Mallory)
Jeremy Alicandri
Great post. I agree with Eric; this decision should have occured a long time ago. Better late to the dance than never.
Bryan Armstrong
The logistics of this are nightmarish yet this. is a long overdue move.
Daniel Boismier
Dennis, good points. My first thought: Welcome to Point-Click-Buy. 2 years and they will be nationwide. My second thought: Lots of risk. What if stores don’t quite go along? There is no unrigging this bell.
Jim Radogna
I think this is a great idea. If they do this right, it should greatly enhance their reputation and that of car dealers in general. It should also raise the bar for independently-owned dealers and groups much as CarMax has raised the bar in the used car markets they serve. All-in-all a great move forward for the industry.

 Unlock all of the community & features  Join Now