Let’s play word association – I say “green” and if you’re like most dealers you’ll say, “climate change” and then something very nasty about Al Gore. When I hear “green” in context to the dealership world I think of the following:
- The need for energy independence, especially from the “bad guys” in the Middle East.
- ROI – a lowering of ongoing dealership expenses
- A marketing opportunity to differentiate your store from the competition
There are also some additional practical reasons to check out the “green/sustainable” movement slowly taking place at many stores:
Recruiting Gen-Y: Most dealers struggle with recruiting a younger generation of employees; whether you feel they are right or wrong, they are very sensitive to the damage they feel has been done to their environment. Research says Gen-Yers gravitate to work – and buy – from companies that have a track record of good environmental practices. For this generation that grew up with recycling and a true concern about the air they breathe, the “green” topic is not a debate, but a value. Ignoring or discounting the largest generation that will be buying your vehicles for as long as you’re a dealer is a perilous decision.
Check Your Inventory: By the end of 2012, OEM’s will have 80 alternative energy vehicles available for sale (hybrids; electric; fuel cell). Demand for fuel-efficient vehicles will also remain high as gas prices will invariably rise, government pressure to achieve higher CAFÉ standards will only continue, and a crop of customers who demand high mileage vehicles due to their environmental beliefs will continue to grow. You’ll be selling “green”, but will you be acting “green”?
Differentiating Your Dealership: For those of you who have built or significantly remodeled a facility during the last three years, you’ve added “sustainability factors” that you probably wouldn’t have dreamed of a few years ago. The decision to build a “greener” facility was probably a combination of expense reduction and good citizenship. The tough part, building a new facility, is done. Now that you’ve made the investment in “green technologies”, have you developed a marketing plan to further differentiate your store (s) from the competition? This is particularly important with the advent of Internet shopping – allowing you to move beyond “commodity pricing” through differentiation. If you’d like me to send you 5 Marketing Tips that make it easy to tell your “green story”, just send me an email with your request to: manderson@rikessgroup.com.
It’s time to be nimble,
Mike Anderson
404-805-5009