Pub. 2 2019-2020 Issue 3

22 What are your thoughts about the auto industry and COVID-19? I’ve been in the industry for the lion’s share of my career. No one has seen anything like COVID-19 before. It has been an unforeseeably trying time and has changed us in a way that I think is forever. Many of us expected to see a move away from traditional brick andmortar stores towards more digital engagement on what we thought was a horizon of 12 or 15 years. This pandemic and the absence of a vaccine during this Carmageddon has forced us to leap forward three or four years into that future as we wait for a vaccine to feel truly safe. The model going forward, at least for the near future, is going to be on the internet and digitally based. People will be talking by phone, not walking the lot in person as often as they were doing before. We will have to be more transparent as we won’t always be able tomeet in person. The winners will be the dealers who are willing to be flexible and adapt to the new environment, which includes meeting the demands of new consumer behaviors. If you were a car dealer today, what would you do? I would be doubling down on all the proactive forms of communication that I can use. Automotive technologies such as Market EyeQby automotiveMastermind can empower sales staff to: • Make informed calls to customers. • Send direct mail pieces that are microtargeted based on consumer needs. • Market through personalized email. • Make social media posts. • Use digital retargeting. For example, if you sent direct mail to the people on a list, utilize the same list to market digitally on social media. • Enhance the dealership’s website. I would put my time and resources toward any form of proactive communication I could to my customers, so I am not waiting for them to come to the lot. While consumers are hungry to buy cars, they may not be too excited about physically walking through the door. That means creating my own traffic and reaching out to existing and potential customers and not waiting for the phone to ring or door to swing. What are your thoughts about recovery? How long will it take and what will it look like? That’s a tough one. A lot of what we are seeing will be based on when states open up, dealership inventory, individual state policies, and consumer confidence and response. In the next 90 days, it will depend on what states are doing on an individual level. In New York state right now, sales are by appointment only. Once dealerships are allowed to open, the next question is whether they have enough inventory because inventory has of automotiveMastermind Q&A With Ian Grace