The COVID crisis of 2020 greatly accelerated change in automotive retail
merchandising, marketing, and sales process. In 2019, some dealers may have
been considered early adopters with their implementation of digital retailing
technology. But in 2020, dealers who exit the year with no remote retailing
tools on their websites will have fallen behind their competition and be
considered behind the times.
This is my ninth book that I have published for the automotive industry. This
work is designed to start conversations within dealership management, dealer
groups, and manufacturers on the future of automotive retail. My previous
book on digital retailing “Just Faster” (published in 2018) was a starting point
for rethinking automotive retailing but lacked specific strategies and success
stories from a wider range of national franchisees. Today, I have much more to
discuss and share with readers.
While the pace of change has been accelerated due to stay-at-home
restrictions in 2020, dealers who exhibit successful experiences with remote
retailing will fuel the second wave of change in automotive retail. That wave
will be known for lower operating costs, broader appeal for career
professionals to consider working in automotive retail, higher employee
retention, and a more personalized, convenient, and frictionless consumer
buying experience.
