Hello. Trying to understand how American car dealers and their marketing work. Nowhere could I find marketers in the staffing sections of car dealers. How do they work, does anyone have any experience? How much does it cost to attract one used car buyer to a car dealership, maybe even outdated information?
My understanding of used car dealers in my country and the USA is that they're primarily loan salespeople using a vehicle as the reason you need finance. They don't really care about the car, they care about selling you finance. I've been buying motorbikes in the US and the DIY marketing approach is going strong. It felt like being back in the '90s. I think they rely on the websites to drive customers to them... after all if you're looking online you're after a specific vehicle and you probably don't care which dealer you get it from.
I was impressed the first time I tried to buy a used car. it was my college project so we got to see a bit under the hood. used car dealers are the midway stop for people who change their vehicles annually, and the companies who then recycle them. that is to say that at the end of the day, the cars wound up to the companies who made them via their recycle depot. Now, these dealers do make an active effort to sell these vehicles, placing active ads in print, TV, and online. they also get financing directly from banks and loan firms and offer incentivized packages to corporations that offer vehicle services to their employees.
To be honest, I am not sure that they outsource their advertising, but I doubt it. There isn't that large a revenue pad for such a small business, it does not make economic sense.
In principle, there is no difference how they earn on it, everyone has a CAC and the cost of the buyer. Otherwise, this is no longer a business, but an amateur project)