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.
Devin Daly

Devin Daly CEO

Exclusive Blog Posts

My Dealership Story - Kristy Elliott

My Dealership Story - Kristy Elliott

Meet Kristy Elliott, the Dealer Operator at Sunshine Chevrolet and check out her dealership story. Learn how Kristy came from the non-profit world to …

Start With Why - David Mead at DrivingSales Presidents Club

Start With Why - David Mead at DrivingSales Presidents Club

DrivingSales was so excited to have David Mead as a keynote speaker during Presidents Club. David works at the Start With Why foundation with Simon Sinek, …

You Have a Position to Fill – Who Do You Hire?

You Have a Position to Fill – Who Do You Hire?

As much as you try to avoid employee churn, you’ll always need to hire someone. It might be to replace a staff who’s moved on in their care…

6 Tips for Better LinkedIn PPC Advertising

6 Tips for Better LinkedIn PPC Advertising

With a little over a year’s experience with LinkedIn Advertising and some insights from a connection at LinkedIn, I’ve put together a list of 6…

The 3 Laws of Extreme Ownership

The 3 Laws of Extreme Ownership

“These are all things that may help you justify your results. But is your dealer any happier because of this?” I just finished reading a…

Why did Apple adopt 360º views for their new Watch?

Finally, the long-awaited Apple Watch is available for preorder with initial deliveries on April 24th. Interestingly, for the first time, Apple has chosen to display their new products with stunning 360º displays. 


Check it out: https:



As most of you all know, Apple is the most valuable company in the world and the first $700BN company in history, with a market cap almost double that of the 2nd largest, ExxonMobil. Yet, they don’t have a monopoly or any other unfair market advantage. In fact, Apple was founded just 39 years ago by a college dropout.  So, how have they risen to such unbelievable heights? 


In Walter Isaacson's biography of Steve Jobs, Isaacson said of Jobs: 


He talked about Edwin Land, the founder of Polaroid, “Edwin Land once told me that those people who can stand at the intersection of the humanities and science, the liberal arts and technology, that intersection, are the people who can change the world.”


It is the appreciation for this duality that has made Apple so incredibly successful. This duality clearly stuck with Jobs and is ingrained into every aspect of Apple. Apple is recognized for powerful technology appointed with beautiful, ergonomic design elements. Apple products give users an unprecedented degree of utility without being relegated to a clunky, cobbling of hardware. 


So what does this intersection have to do with the Apple Watch and 360º views?


1. The watch is the first Apple product wherein personality outweighs utility. 


Apple is calling their new watch, “our most personal device yet.” While Apple has always added a strong personal element to technology, this is the first device where personality may in fact be more prominent than the technological backbone. 


2. Today’s consumer is demanding a more interactive online experience for any considered purchase. 


Any item with both utility and character becomes a considered purchase for consumers. Striking that balance of usefulness and coolness in a purchasing decision is an art form. 


So what does this have to do with cars?


No single product sits at the intersection of tech and art more perfectly than an automobile. Think of a luxury sedan, like a BMW 750Li. It is the perfect coupling of power (Twin Turbo V8, 8 speed trans), comfort (heated, ventilated, 80 way seats), beauty (classic sedan curves, leather, wood), and features (xDrive, safety) — that make this such a desirable, sexy, prestigious product. 


Today’s consumer is not buying a car purely for its utility. Think about the difference in the purchase process from a contractor buying a commercial truck and a father buying a family car. 


Because of this duality, automobiles are ‘considered purchases’ - no surprise there. So what does that mean? 


We can’t treat automotive merchandising as a technical sale. Listing features in text and using a non-fluid display experience is how you sell a commercial truck. A commercial truck is purchased by a procurement department working from a spreadsheet of features and doing a side-by-side comparison of you and five competitors. 


To sell a consumer vehicle, you’ve got to put the consumer in control and tug at their heartstrings. Give them the tools to educate themselves. Make the experience enjoyable and let them interact. Display your vehicles in a seamless, intuitive manner. Tag unique features with clickable buttons that unveil photos. Drive engagement.  


Doing this will prevent commoditization, protect your margins, and win you the online sale. Take a page out of Apple’s book and try 360º views on consumer vehicles! 


Feel free to reach out anytime, or stop by and visit me at the Digital Dealer Conference. I’ll be in booth 611 and will also be speaking Wednesday, April  at 22nd at 10AM in Room #13. I will discuss the ways in which dealerships can mirror retail trends to capitalize on the proliferation of internet research in the car buying process.   

 Unlock all of the community & features  Join Now