TO THE EDITOR:
I am amused and concerned regarding the online used-car sellers’ seemingly main theme and basis for existence. While they represent themselves as the wave of the future, it seems their only “strong” selling point is comparing themselves with conditions in the auto business of four to five decades ago and immensely exaggerating a small percentage of the competition’s previous weaknesses. The only good point about them is that the depictions are obviously ridiculous.
The clowns they use for comparison no longer exist — and haven’t for years. I know because I used to “compete” with them.
My father showed me back then that the easiest way to compete was not to, but rather simply to be straight with customers, never overpromise, just do what you say you will and quote fair prices. Most prospects are at least as smart as we are; you won’t really fool them, not for long anyway.
Most of the old-fashioned-type of dealers have been gone for years; any that are left exist because of very strong products, in spite of themselves.
If the “modern” used-car sellers and their investors are to succeed (i.e., be profitable), they might have to find a new marketing theme and greatly reduce their costs bases.
The younger prospect base might not remember the dealerships of old. It might be expensive to convince enough of them … and they might be even smarter than the previous customer base.
HENRY COLEMAN, Wallingford, Conn., The writer is a retired dealer.