Car Dealership Guy Podcast

71% of the brands a car shopper will ever consider are already in their head before they type a single search, and Jason Goldberg says that's exactly why dealers putting 90% or more of their ad budget into search and social are showing up too late.

He walks through how dealers in one automaker's regions pooled their ad dollars into streaming TV and audio to buy the customer instead of the network, and argues that as AI shopping agents start requesting quotes on their own, dealers who don't build a brand will end up selling a commodity.

Jason Goldberg is the General Manager of Automotive at The Trade Desk, an AI-built advertising platform that sees 20 million ad opportunities every second across streaming TV, audio, online video, and the open internet.

Topics:

02:05 20 Million Ad Opportunities Per Second.

05:50 Dealers Pool Dollars For Streaming.

08:30 Buying The Consumer, Not The Publisher.

14:40 Click Doesn't Sell The Car.

16:10 Three Partners Take Credit For One Sale.

30:30 60/40 Split Delivers 3X Results.

This episode is brought to you by:

1. LotAgent – Stop stacking software. Agents are the way out. One problem, One Agent, only $99. Try it free now @ here.

2. Podium - If your AI isn’t driving real outcomes, it’s time to take a closer look @ here.

3. The Trade Desk - By the time a lead reaches your CRM, buyers have often already narrowed down their options. Research from The Trade Desk Intelligence and PA Consulting found that 71% of the brands a car buyer ultimately considers are selected early in the shopping journey. Learn more @ here and download the research report here.

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Today's show features:

- Brian Kramer, EVP, Dealer Growth & Success at Cars Commerce

- Ben Sporn, CMO at VIP Automotive Group of Long Island

- Zach Pucillo, Regulatory Director at KPA

This episode is brought to you by:

Presidio – Today’s episode is brought to you by The Presidio Group, one of the automotive industry’s leading buy-sell advisors. Visit Presidio’s new Research & Reports portal for M&A insights, blue sky multiples, exclusive benchmark data with NCM Associates, dealer sentiment, and analysis of the trends shaping automotive retail at https://thepresidiogroup.com/

KPA – Many automotive businesses run on lifts, chemicals, forklifts and the people who work with their hands... and five of OSHA's ten most-cited standards live right there in the service drive. KPA has helped dealerships keep those people safe since 1986, with software that's always watching out, training that reaches the newest tech on the floor, and 150 consultants who keep coming back, for more than 15,000 clients. Get the full guide for every standard on this year's list, as an exclusive from KPA, at this link: https://kpa.co/cdg-october1

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Alex Perdikis walks through how his AI texted service customers about selling or trading their car and drew a 60% response rate at his Ford store, with cars bought the same day, and argues that the customers you've already sold are the best source of used car inventory you will ever find.

Alex Perdikis is the Owner/CEO of Koons Motors Inc, which runs Ford, Lincoln and Mazda stores in the Washington, DC area, and the founder of inRide, an AI company closing in on 100 dealerships after about six months on the market.

Topics:

05:30 Everyone Leads From The Front.

09:10 Car Business Is America's Best-Kept Secret.

18:10 Service Drive Has Ten Times The Traffic.

21:00 Best Inventory Is Customers You Already Sold.

40:50 FTC Pricing Rule Leveled The Playing Field.

This episode is brought to you by:

1. Wikimotive - Wikimotive delivers organic and paid search solutions to hundreds of dealerships from rural rooftops to multiple top-5 national dealers. Visit @ here for more info.

2. Zurich - Turn everyday service visits into opportunities to build customer loyalty and long-term dealership value with Zurich Lifetime Repair. Learn more @ here.

3. CDG Circles - Connect with verified dealers, join topic and OEM-specific groups, and get real-world strategies. Learn more @ here.

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Today's show features:

- Alex Keenan, Corperate Head of Market Strategy (CHoMS) at Ewing Automotive

- Marc Steiner, Founder & CEO at Turn Automotive

- Eric Wilmeth, VP of Operations at Waxahachie Chrysler Dodge Jeep and Ram

This episode is brought to you by:

Presidio – Today’s episode is brought to you by The Presidio Group, one of the automotive industry’s leading buy-sell advisors. Visit Presidio’s new Research & Reports portal for M&A insights, blue sky multiples, exclusive benchmark data with NCM Associates, dealer sentiment, and analysis of the trends shaping automotive retail at https://thepresidiogroup.com/

Turn Automotive – Retail more vehicles. Buy cars right from customers’ driveways. Their in-store appraisal tools help sales staff overcome trade objections and frees managers to focus on desking deals. Their guaranteed offers help dealers know their exit before they own the trade, especially vehicles that don’t fit their retail stocking plan. Off-Site Appraisal lets dealers appraise and buy vehicles directly from customers at home. Plus, every transaction includes their industry-leading warranty.

First up, Alex Keenan, Corporate Head of Marketing and Strategy at Ewing Automotive — a Texas operation spanning Mercedes-Benz, Buick GMC, and Subaru, with Celina on the way. Alex has made one recent strategic call that's driving serious growth, and I want to know exactly what it was and how it's paying off.

Then we've got Marc Steiner, Founder and CEO of Turn Automotive, who says there's something broken in dealerships right now that almost everyone is choosing to ignore — and no, it's not what you think. He's got a real dealer example with measurable results, and the numbers might just change how you look at trade-ins forever.

And we’re rounding things out with Eric Wilmeth, GSM at Waxahachie Chrysler Dodge Jeep Ram — a self-taught builder using AI and live operating data to help a smaller dealership punch well above its weight class. Stick around, because this is what actually applying AI inside a dealership looks like.

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Today's show features:

- Dennis Gingrich, Platform / Group Executive at The Niello Company

- Cody Short, CRO at The Laundry Guy

- Travis Graddon, General Manager at Wilder Auto Center

This episode is brought to you by:

Carmax – Access thousands of cars weekly at 50+ locations nationwide through our 100% online auctions. From high-end to high mileage, CarMax Auctions has the inventory you need to source smarter and accelerate sales. Register now for free at https://www.carmaxauctions.com/CDG

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