The influence of the dealership brand

Generally, most consumers who focus on the OEM brand of the car they want to buy are often unaware of the dealership brand. When researching a new car, most consumers will engage directly with an OEM website to build the specification for their chosen vehicle, but it is only when the model choice has been made that they will then consider a local dealership.

In many cases, the dealership brand is simply buried beneath the OEM brand in order to deliver the required brand standards and provide a consistent customer journey. Processes are often specified and templated within the dealership’s DMS by manufacturers, allowing the sales person to concentrate on the one-to-one personal touch with the consumer, rather than focusing on the next stage in the sales process.

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