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How and Why They Are At Odds

You’ve probably read Fortune’s recent article, Why Car Dealers Really Hate Tesla. They highlight the following key fact:

Tesla, the all-electric automaker and energy company sells its own cars directlyonline and through its own branded stores, not through franchised dealerships. The company has one store and service center in Virginia as well as one ?gallery,? where customers can look at the cars but not buy, or even test drive or discuss the price. And Tesla wants to open up one more store, where it can actually sells its vehicles, in Richmond.

The issue of allowing manufacturers or hybrid ownership under current franchise law exists not because Tesla or manufacturers are committed to ?taking down franchise law,? but because Tesla and manufacturers understand that franchised dealer system is at an inflection point. Dealerships are a vital part of every local community they serve, but their strategy to lobby rather than address operating inefficiencies is what has created these attacks. Until they address their core problems, the attacks will grow.

Less than ½ of 1% of the US?s 53 million new and used cars sales this year will be sold online. Manufacturers and dealers together spend $34 billion annually to sell 17 million new and 9 million used cars by driving millions of consumers to 20,000+ non-transactional websites. Why? They believe more information means less profit. (Just try to find an FAQ page on a dealer website.) Instead, dealers insist consumers visit the dealership and endure their legacy sales process where they price people rather than products. While commonplace 20 years ago, this degree of transaction friction is unsustainable for new car dealers.

Dealers would be better served to focus on improving their competitiveness. While dealerships are important employers and most often the largest local source of tax revenue, their inefficiency is undeniable. They average just 30% service, 25% repeat purchase loyalty and churn 70% of sales people annually. Why? Their 3 to 5-hour sales process limits a salesperson?s income and consumer satisfaction. How long will the industry spend $2,000 per new car sold in advertising to sell to consumers not likely to return? Their fight is not with Tesla, but within.

originally published on vinadvisor.net

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