I think dealers and website companies seem to put too much focus on optimizing only the dealer's home page and not the rest of the pages on their website.
Some dealers load up their home page and make it sort of ugly just to add keywords and content to it. What about just putting all that content on an "About Us" page that says what you do? That page will get indexed as well.
For example, search "deery brothers" on Google and you'll notice their home page is #1, but #2 is their "About Us" page which is full of great content, along with their home page.
For a non dealer website example, search google for "dealer crm" and http://www.VinSolutions.com/crm.aspx comes up #2. Notice it doesn't link to our home page... Actually, our home page has no text at all on it! It doesn't need to... our website isn't a ONE PAGE website.
I guess my only point is, don't be stuck in the mindset that your home page is your only web page. You should optimize your home page, but your entire website should be full of optimized content. I would recommend creating as many custom pages as you can to add additional content. Also be sure to customize your page titles and meta tags on all your pages, not just your home page.