The Automotive Manifesto

Book excerpt: If you're a dealership (or any retail business, really) whose marketing relies on paid search and sell, sell, sell commercials to keep your business flourishing, you're wrong.Connection is the new currency. Marketing, sales, and branding (yes - branding!) must radically shift to reflect how people actually engage with companies. It would be an understatement to say the auto industry has been slow to adapt. Make no mistake, change - spurred by the Amazons, Carvanas, and CarMaxes of the world - is upon us. If you're not willing to be among the most innovative thinkers regarding brand connection, you're simply not going to survive, let alone thrive. The Automotive Manifesto goes beyond conventional marketing, sales, and branding. It contains actionable tips and the thought processes behind them. Automotive retail needs a reminder that it didn't conquer all of the challenges over the last hundred years to get beat by ones, zeros, and a smartphone. It cuts right through the brand rot that's infesting automotive retail and offers real-time strategies to out-thrive the lagging 90% of dealers who can't change with the times.