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Friday, Mar 29, 2024

Local Auto Dealers Address Sales Dip in Different Ways

During a year in which new car sales in California are expected to decline by 3.9 percent, dealers are reacting differently,from giving customers more of what they want, to relying on brand recognition, and even just simply winging it. At Galpin Ford in North Hills, using a multifaceted marketing approach is helping the dealership weather the drop in car sales. There, general manager Bert Boeckmann said that sales of certain lines, such as Mazda, Saturn, Aston Martin and Ford trucks, are up. Because of lower overall new car sales, however, Boeckmann said, “We’re almost right dead even with a year ago” sales-wise. To attract a steady flow of customers, Galpin’s marketing team plans six months in advance, in addition to engaging in various forms of advertising. “We don’t just do newspaper or TV or radio. We have a number of activities that are happening, as well as normal advertising.” Moreover, Galpin is sending out more mail and promoting its famed customizing services, featured regularly on the popular MTV show “Pimp My Ride.” “If you had anything you wanted to customize,different heights, lowering or raising, something special in the sound system, paint or anything else,it can be done at Galpin Auto Sports,” Boeckmann said. “They might dress the car up with everything from new grills and associated hardware.” Crystal Jack, director of communications for California Motor Car Dealers Association, said that Galpin is doing exactly what a dealer should in the wake of declining car sales. “Just like if hamburgers aren’t selling, a restaurant would look to selling chicken sandwiches,” she said. “Businesses look at the other services they have (to offer) when new cars sales are down.” Dealers also concentrate on lines that have traditionally sold well. For example, while Ford is steadily losing its share of new car buyers, Boeckmann said that Galpin has countered the effects of that by promoting the automaker’s popular, high-performance vehicles, such as Mustangs. But not all dealers play a proactive role in generating foot traffic. Mark Meyerson, general manager of Toyota of Glendale, said he’s actually had a six percent increase in new car sales from last year mostly due to the widely recognized Toyota name. “We don’t advertise because the Toyota name has been so good for so long,” Meyerson said. When passion surrounds a brand, a dealer may not have to advertise much, according to Todd Leutheuser of the Southern California Motor Car Dealers Association. For instance, in a time where concerns about the environment and fuel prices are unparalleled, there’s already a lot of buzz surrounding the Toyota Prius. “Toyota is trying to continue to push forth the hybrid vehicles,” Leutheuser said. “It seems to work.” Meyerson said he knows it works. “The fact that they’re producing so many fuel efficient vehicles,that’s helping drive sales. They increased production of vehicles dramatically from last year to this year. That’s helping driving sales, too,” he said. For Jeanne Brewer, general manager of Acura of Glendale, the Fourth of July helped reinvigorate sales. “Business is down a little,” she said. “We’re maybe off one percent, two percent, but we’re far from panicking. The summer seemed to turn things around.” Brewer is a lead sponsor of the City of Glendale’s “Cruise Night,” an event that took place July 21 in which an estimated 35,000 spectators turned out to see an exhibition of new and used cars. “It’s great marketing for the car dealerships. More than 400 cars were featured at the event,” City of Glendale Public Information Officer Vicki Gardner said. “Maybe you weren’t thinking about buying a car, but afterwards you’ll go into a dealership.” This was the second year that Brewer and the other dealerships along the Brand Boulevard of Cars participated in Cruise Night. Brewer said that in 2006 she sold cars directly as a result of participating in the event. “Our new cars are the only cars that the public can get in and out of,” she said. “I’m sure that it perks up people’s interest, seeing the cars displayed in all their glory. They can see several different models and all the different dealerships.” While the decline in new car sales may be causing certain dealers to rethink how they attract clients, Leutheuser said that it has improved the car buying process for consumers, as dealers have been forced to pay close attention to their leanings. “It’s a great time to buy a car,” he said. “You’re getting a lot of things standard that you wouldn’t have had as standard 20 or 30 years ago. They have to continue to put in more content to be more competitive.”

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