Comments on: Branding a Car Dealership –Ugh! http://thebrandingblog.com/branding/branding-a-car-dealership-%e2%80%93ugh/ information and strongly-held opinions concerning branding and positioning Fri, 19 Feb 2010 21:19:51 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: All about branding » Blog Archive » Branding a Car Dealership Ugh! http://thebrandingblog.com/branding/branding-a-car-dealership-%e2%80%93ugh/comment-page-1/#comment-17447 All about branding » Blog Archive » Branding a Car Dealership Ugh! Wed, 29 Aug 2007 08:11:24 +0000 http://thebrandingblog.com/branding/branding-a-car-dealership-%e2%80%93ugh/#comment-17447 [...] Read More… [Source: The Branding Blog] [...] [...] Read More… [Source: The Branding Blog] [...]

]]> By: Kevin Dugan http://thebrandingblog.com/branding/branding-a-car-dealership-%e2%80%93ugh/comment-page-1/#comment-14338 Kevin Dugan Tue, 07 Aug 2007 13:17:48 +0000 http://thebrandingblog.com/branding/branding-a-car-dealership-%e2%80%93ugh/#comment-14338 Martin - The dealers all seem so cookie cutter in their approach, any dealer veering in the slightest different direction would seem to benefit from the instant differentiation. Martin – The dealers all seem so cookie cutter in their approach, any dealer veering in the slightest different direction would seem to benefit from the instant differentiation.

]]> By: Evenlevel http://thebrandingblog.com/branding/branding-a-car-dealership-%e2%80%93ugh/comment-page-1/#comment-14287 Evenlevel Tue, 07 Aug 2007 02:53:30 +0000 http://thebrandingblog.com/branding/branding-a-car-dealership-%e2%80%93ugh/#comment-14287 Martin, Thank you for taking the time to write back. I actually started the business more with a concept and process in mind than market segment. Evenlevel uses data aggregation to show consumers cars available at dealer-only auctions and we just add a flat $749 fee to each car. Typically, our prices are thousands less than the market (or KBB) average. Our business model is to improve the used car sales and distribution process to drive down costs for the consumers. We differentiate ourselves through the process, flat pricing and transparency. To some extent, we are business/product in search of a market segment. Our users seem united more by a common psychographic profile, rather than demographic. People who want to stretch up to a nicer car while staying within a budget and that are technologically savvy: recent college graduates and other tech professionals. I really like the idea of the code of conduct, and as we scale up, I can definitely see that becoming valuable. Thanks for the time and insights. Martin,

Thank you for taking the time to write back. I actually started the business more with a concept and process in mind than market segment. Evenlevel uses data aggregation to show consumers cars available at dealer-only auctions and we just add a flat $749 fee to each car. Typically, our prices are thousands less than the market (or KBB) average.

Our business model is to improve the used car sales and distribution process to drive down costs for the consumers. We differentiate ourselves through the process, flat pricing and transparency. To some extent, we are business/product in search of a market segment.

Our users seem united more by a common psychographic profile, rather than demographic. People who want to stretch up to a nicer car while staying within a budget and that are technologically savvy: recent college graduates and other tech professionals.

I really like the idea of the code of conduct, and as we scale up, I can definitely see that becoming valuable. Thanks for the time and insights.

]]> By: Becky Carroll http://thebrandingblog.com/branding/branding-a-car-dealership-%e2%80%93ugh/comment-page-1/#comment-14258 Becky Carroll Mon, 06 Aug 2007 23:45:16 +0000 http://thebrandingblog.com/branding/branding-a-car-dealership-%e2%80%93ugh/#comment-14258 Martin, I agree with you that the re-branding of car dealers, if it can be done, is a long process. Re-building trust will take time. I only see a few dealers heading in that direction, though! I wonder what it will take to wake them up? Martin, I agree with you that the re-branding of car dealers, if it can be done, is a long process. Re-building trust will take time. I only see a few dealers heading in that direction, though! I wonder what it will take to wake them up?

]]> By: Martin Jelsema http://thebrandingblog.com/branding/branding-a-car-dealership-%e2%80%93ugh/comment-page-1/#comment-14256 Martin Jelsema Mon, 06 Aug 2007 23:36:11 +0000 http://thebrandingblog.com/branding/branding-a-car-dealership-%e2%80%93ugh/#comment-14256 EvenLevel: As aused car dealer, doesn't the variety of vehicles on your lot largely determine your market? If, on the other hand, you wish to pick a market segment, say single women from 17 to 35 years of age, I'd sure learn what makes and models appeal to them and make sure my inventory was mostly of those types. Also, I'd suggest hiring my sales people with the same demographics/psycographics as your selected market segment. Then I'd make sure your branding elements - logo, type faces, colors, themes and slogans will resonate with that target group. For that purpose, I'd probably identify 10 or 12 people typical of your market and have them evaluate how well the elements resonate with them. But before doing any of the creative aspects of branding, I'd write what I call a Brand Platform. This document is strategic in nature and covers profiles of competitors, definitions of the market segment(s) you plan to serve, trends and opportunities within the geographic market and the industry itself, a description of the business model that will differentiate your business from your competitors, and finally, a code of conduct for your employees and for management. Utilize this document as a primer for your management group, as creative brief for your brand creation team, as a reference whenever someone comes up with an idea. This document can keep you consistent, relevant and creditable. That's about all I can provide without knowing a lot more about your particular market, business model and mind set. EvenLevel:
As aused car dealer, doesn’t the variety of vehicles on your lot largely determine your market? If, on the other hand, you wish to pick a market segment, say single women from 17 to 35 years of age, I’d sure learn what makes and models appeal to them and make sure my inventory was mostly of those types. Also, I’d suggest hiring my sales people with the same demographics/psycographics as your selected market segment. Then I’d make sure your branding elements – logo, type faces, colors, themes and slogans will resonate with that target group. For that purpose, I’d probably identify 10 or 12 people typical of your market and have them evaluate how well the elements resonate with them.

But before doing any of the creative aspects of branding, I’d write what I call a Brand Platform. This document is strategic in nature and covers profiles of competitors, definitions of the market segment(s) you plan to serve, trends and opportunities within the geographic market and the industry itself, a description of the business model that will differentiate your business from your competitors, and finally, a code of conduct for your employees and for management. Utilize this document as a primer for your management group, as creative brief for your brand creation team, as a reference whenever someone comes up with an idea. This document can keep you consistent, relevant and creditable.

That’s about all I can provide without knowing a lot more about your particular market, business model and mind set.

]]> By: Evenlevel http://thebrandingblog.com/branding/branding-a-car-dealership-%e2%80%93ugh/comment-page-1/#comment-14240 Evenlevel Mon, 06 Aug 2007 21:41:51 +0000 http://thebrandingblog.com/branding/branding-a-car-dealership-%e2%80%93ugh/#comment-14240 Interesting post. I just started up a used car dealership three weeks ago in an attempt to change the industry. Evenlevel gives consumers access to cars at dealer only auctions, and the ability to see all of the same information as we do: purchase price, options and an inspection report. We're trying to figure out the right market niche and brand image, if anyone has an feedback, positive or negative, I'd be really curious to hear it. Thanks, Evenlevel http://www.evenlevel.com Interesting post. I just started up a used car dealership three weeks ago in an attempt to change the industry. Evenlevel gives consumers access to cars at dealer only auctions, and the ability to see all of the same information as we do: purchase price, options and an inspection report.

We’re trying to figure out the right market niche and brand image, if anyone has an feedback, positive or negative, I’d be really curious to hear it.

Thanks,

Evenlevel
http://www.evenlevel.com

]]> By: bizsolutionsplus Featuring Solutions to Grow Your Business http://thebrandingblog.com/branding/branding-a-car-dealership-%e2%80%93ugh/comment-page-1/#comment-14228 bizsolutionsplus Featuring Solutions to Grow Your Business Mon, 06 Aug 2007 19:22:38 +0000 http://thebrandingblog.com/branding/branding-a-car-dealership-%e2%80%93ugh/#comment-14228 <strong>Can Plaid Become the New Chic...</strong> Auto dealers sure hope so, as they battle our negative perception of car salespersons and the industry and attempt to cope with energy challenges and changing consumer attitudes coming faster than they can hope to understand or deal with given their cu... Can Plaid Become the New Chic…

Auto dealers sure hope so, as they battle our negative perception of car salespersons and the industry and attempt to cope with energy challenges and changing consumer attitudes coming faster than they can hope to understand or deal with given their cu…

]]> By: bizsolutionsplus Featuring Solutions to Grow Your Business http://thebrandingblog.com/branding/branding-a-car-dealership-%e2%80%93ugh/comment-page-1/#comment-14227 bizsolutionsplus Featuring Solutions to Grow Your Business Mon, 06 Aug 2007 19:21:51 +0000 http://thebrandingblog.com/branding/branding-a-car-dealership-%e2%80%93ugh/#comment-14227 <strong>Automobile Manufacturers Continue Cost Cutting: Is that the answer to their problems?...</strong> When businesses swim in red ink, costs must be cut. It remains to be seen how well the exercise works for Ford and Chevy, but often cuts tear deeply into the fabric of a business. And since cutting costs is usually the primary strategy, and sometimes t... Automobile Manufacturers Continue Cost Cutting: Is that the answer to their problems?…

When businesses swim in red ink, costs must be cut. It remains to be seen how well the exercise works for Ford and Chevy, but often cuts tear deeply into the fabric of a business. And since cutting costs is usually the primary strategy, and sometimes t…

]]> By: Steve Woodruff http://thebrandingblog.com/branding/branding-a-car-dealership-%e2%80%93ugh/comment-page-1/#comment-14217 Steve Woodruff Mon, 06 Aug 2007 16:36:09 +0000 http://thebrandingblog.com/branding/branding-a-car-dealership-%e2%80%93ugh/#comment-14217 It is difficult not to be cynical, isn't it - especially when you've experienced the legacy dealer attitude (as I have). I just have to believe that certain dealers are going to see the light - and I'm sure some already have - and that the model will be forced to change by virtue of some dealers succeeding in an extraordinary way by being, IN REALITY, customer-focused. As with all business evolution, the others will slowly but surely wither off as new business models replace them. It is difficult not to be cynical, isn’t it – especially when you’ve experienced the legacy dealer attitude (as I have). I just have to believe that certain dealers are going to see the light – and I’m sure some already have – and that the model will be forced to change by virtue of some dealers succeeding in an extraordinary way by being, IN REALITY, customer-focused. As with all business evolution, the others will slowly but surely wither off as new business models replace them.

]]> By: Auto Sales - It’s the Dealer’s Dozen Summer Blowout!! « The BrandingWire blog http://thebrandingblog.com/branding/branding-a-car-dealership-%e2%80%93ugh/comment-page-1/#comment-14215 Auto Sales - It’s the Dealer’s Dozen Summer Blowout!! « The BrandingWire blog Mon, 06 Aug 2007 16:30:39 +0000 http://thebrandingblog.com/branding/branding-a-car-dealership-%e2%80%93ugh/#comment-14215 [...] Martin Jelsema [...] [...] Martin Jelsema [...]

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