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It's not really a question that everyone can answer. For many, the decision has been made for us. Some manufacturers are forcing their dealerships to use specific website providers that consolidate the look, feel, and functionality of the website in order to maintain corporate consistency.
Other OEMs allow their dealers to go wild. They have very few standards or compliance guidelines that their franchises are supposed to follow.
Most OEMs are somewhere in the middle with specific compliance measures that must be met but no limits on which marketing company the dealers can use.
Should a dealership website be consistent, looking mostly like every other of the same brand? Should dealers be allowed to express their personality and focus on their own strengths? Are dealers better off as individuals competing against others in their market of the same brand, or is the corporate line of keeping it simple and consistent while focusing on conquest sales from other brands the right way to go?
We may not have the answer to that question (only you do) but we do have this great, albeit long, video going over the benefits of personalized dealer webstes. What are your thoughts on the issue? Please post them below.