Who Says Your Number One?

I was in Chicago, IL this past week and I was flipping through the auto section of the newspaper, which is routine for me. I like to see how dealers are trying to separate themselves with print media. Anyway, I noticed something which I have overlooked many times before. About 90% of the dealer ad pages made claims of being #1, having the most inventory, lowest price leader, family owned, oldest etc. I am sure everyone has seen or heard these claims before, however what does it all mean? Who really cares? Remember, most consumers don’t believe anything car dealerships say, so why do so many dealerships make these claims.

Dealerships are constantly trying to separate themselves from the competition, so they boast about themselves like high school boys in the lockroom. Nevertheless, consumer perceive all this self promotion as arrogance and fluff. Do you remember the kid you grow up with that would always brag on the things he had or could do? Nobody liked this kid because nobody likes a bragger. Furthermore, nobody believed him.

When a dealership says their #1, what are they #1 at? And who told them that. Deeming yourself #1 doesn’t make you #1. Consumers make you #1 and if consumers haven’t said it then it is not so. If a consumer says you are the best then it is not bragging. However, you saying consumers voted you #1 does not count. These dealership claims need to be validated by a third-party. A dealership must have supporting evidence from non-basis third-party like MyDealerReport.com.

So next time you hear or see a dealership make a claim ask them for their supporting evidence. Ask them who validates them.

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One Response to Who Says Your Number One?

  1. Julie L says:

    My personal advice would be to anyone considering a new or used car to stay as far away from Dodge anything.I have a 2001 Dodge Grand Caravan.I had it 1 day and it needed a bettery it happens no problem,1 week and it needed a wiring harness for a short and to this day the mechanic can never find the real short.He even called my loan company and told me to return it before it caught fire but I couldnt.3 week it was a transmission,2 months in it was a motor on less than a 100,000 miles.Then it was 4 wheel sensors at 800 dollars a pop,cv joints,a radiator and an ac and heater that works when it wants too.I sent it back.Let them sale it.I had traded my great 1999 Ford Taurus in on this car and that was my mistake.Ford Tauruses are great cars with no engine problems at all and the Dodge is just a cheap mess waiting to blow up.

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