Unscheduled Maintenance
Unscheduled Maintenance highlights automotive experts and innovators who are finding new ways to succeed in this fast-moving industry. We look at the many ways marketing leaders can drive success and aim to leave listeners feeling inspired, informed and empowered. Because whether you’ve been in the business for 50 days or 50 years, it never hurts to stop in for some Unscheduled Maintenance.
Season 3
Episode 14
If it’s good for the user, it’s good for SEO
New host Steve Gaede is joined by Cars.com’s own SEO guru, Brett Lee, who breaks down everything you need to know about SEO coming out of Google’s December core algorithm update. Fresh off of breaking SEO traffic records in 2020, Brett’s tips will help your dealership stay on top of search.
Season 2
Episode 13
The badge on the hood doesn’t tell the whole story
What makes a vehicle American Made? Is it where it is assembled, the percentage of parts that come from the US, or the share of the vehicle’s manufacturing workforce based in the USA? The answer is D – all of the above! Now in its 15th year, Cars.com’s American Made Index helps consumers understand which vehicles are truly born in the USA. Senior Consumer Affairs Editor Kelsey Mays sat down with Unscheduled Maintenance to walk us through the 2020 list and discuss why a vehicle’s impact on the US economy matters so much to car shoppers right now.
Episode 12
You can’t be reliant on historical data, because this year is a rule breaker
What do you get when the first half of your sales year consists of two record breaking high months and two pandemic induced low ones? A very messy set of projection models for the second half of the year! Luckily, CARS Senior Marketing Data Strategist David Greene is here to help us make sense of it all. David sits down with us this week to talk about the impending impact of the lease returns, why crossover shoppers might start considering wagons, and what Google search query findings can tell us about consumer intent moving forward.
Episode 11
The next steps might not be unanimous, but maybe they can be consensus
On a special edition of “Unscheduled Maintenance,” CARS CEO Alex Vetter sits down with U.S. Rep. Dan Kildee, D-Flint, who represents Michigan’s fifth district. The congressman highlights some of the strong bipartisan wins that have emerged in response to COVID-19, what discussions are happening in Washington about public transportation safety and how future government assistance may help ease supply chain challenges. This week’s episode is a crucial inside look into the government conversations that are impacting our industry, so be sure to tune in wherever you listen to podcasts.
Episode 10
In a lot of ways this is the opposite of what we saw in 07 and 09
This week’s guest is Joe Wiesenfelder, executive editor at Cars.com. Understanding the needs of consumers — and how to meet those needs — has never been easy, but the year 2020 has increased that challenge exponentially. Thankfully, Joe is here to help. Tune in to this week’s episode of “Unscheduled Maintenance” to learn what he’s hearing directly from shoppers about what matters most in their new-car purchases.
Episode 9
Follow the data, but avoid following bad data off a cliff
This week’s guest is John Thornton, vice president of growth at CARS. If there’s one thing John knows, it’s marketplaces. From his experiences working at Google, RentPath and Cars.com, John has learned how to effectively identify in-market shoppers. And he has incredibly valuable advice to share for anyone looking to creatively drive quality traffic to their dealership or OEM site.
Episode 7
We have to see how the country gets back to work
This week’s guest is Aaron Bragman, Cars.com Detroit bureau chief based out of Ann Arbor, Michigan. An automotive journalist with 25 years of experience, Aaron talks about the model releases we’re still waiting to see, as well as how auto shows may look to bounce back from the disruptions of 2020.
Season 1
Episode 6
A show room of the future
This week’s guest is Colton Ray, chief merchandising officer of the Walser Automotive Group. The Walser Group has 25 locations in Minnesota and Kansas, and Colton plays a key role in their extremely high-quality, tightly run operation. In this episode, you’ll hear Colton talk with Dean Evans (executive vice president at CARS) about what his group is doing to keep their heads up and flourish during a time when many dealers are struggling mightily. From genuine digital retailing to a modern look at finance, you’ll see how an investment in progressive auto retailing practices pay off in a time of crisis.
Episode 5
The head will get us out, the heart will get us through
This week’s guest is inspirational leader and veteran of the automotive world, JD Dantzler, general manager at Manly Honda in the Bay Area of California. JD is one of those people who has a real, personal philosophy that he follows every single day. In this episode, you’ll hear JD talk with Doug Miller (CARS Chief Revenue Officer) about how to motivate a team when change is forced upon them and JD’s penetrating thoughts on how dealers will prevail once the COVID-19 epidemic has passed.
Episode 4
Dealers in their hearts, they love to give
This week’s guest is marketing and advertising wiz, Angela Zepeda — Chief Marketing Officer for Hyundai Motor America. Angela came to Hyundai after managing the account at its agency of record, INNOCEAN USA. In this episode, you’ll hear Angela talk with Brooke Skinner Ricketts (CARS Chief Experience Officer) about her experience at Hyundai, leading the manufacturer’s COVID-19 response. She reveals the process of closing and reopening their factory, how the OEM is supporting dealers, and their social responsibility program, Hope on Wheels.
Episode 3
Listen to the people on the front lines, ask them what they need
Steve Stasi has faced these types of challenges before. He remembers what it was like working the Chicago Auto Show as the reality of 08 economic collapse was setting in, with so many dealers closing up shop and failing to weather the storm. That experience taught him what changes were necessary to survive when crisis strikes. Steve talks with CARS CTO Fred Lee about tactics the Taylor Automotive Group has been leveraging to combat COVID-19. From the OEM incentives they are leaning into, to the mobile service van they’ve set up to serve the community, Steve has a roadmap for dealers looking to keep operations flowing.
Episode 2
Lean in, get closer to your people
This week, we’re joined by dealer executive David Long, of the Hansel Automotive Group. His stores have been shut down three times in the last 8 months by different calamities. David shares the mindset shifts he’s used to inspire his team and his community through this latest crisis. He’s joined by Joe Chura, Founder and CEO of Dealer Inspire.
Episode 1
Nobody is immune to this
The latest crisis around the COVID-19 pandemic has pushed vehicle sales business to the edge. The cumulative effect of this onslaught has brought many of us to a dark place. But, we can make it through to the light at the end of the tunnel by learning from the challenges and sharing in the successes of those who truly understand what it takes to survive in this industry.
For Consumers
Offer Home Delivery
Almost every business sector has been hit by the COVID-19 epidemic except for one: Delivery-based businesses are surging. Companies like Amazon have turned efficient consumer delivery into the norm. Now you can too! With our local delivery badging you can become a home delivery expert. Learn about our home delivery badging and other product offerings that can help keep your car business running.
Promote “virtual appointments”
Virtual meetings have been around for years, but technology is finally catching up with people’s expectations. Plus, this epidemic has forced us to get comfortable connecting virtually. Take the extra time to invest in your buyer’s virtual experience with live video chat and make sure your consumers know about it before they reach out by adding the badge to all your listings.
Use video to spread meaningful messages
Video is an attention-grabbing medium. It connects with people more easily and effectively than photography and written copy. Attention and connection are more important now than ever. When your message has meaning, use video to spread it with an added emotional impact.
Enable Digital Retailing
For many dealers, digital retailing is the only option. And for the majority of dealers who can conduct business in-person, digital retailing is going to be your future. Whether it’s the current epidemic or not, digital retailing is only going to get bigger. So even if it’s simply snapping screenshots from your DMS and sending them to the consumer, you need to start the transition to a digital retailing mindset now.
Be hyper-present on social media
Dealerships are pillars of their communities. Many people rely on them for more than just transportation. Right now, be present where your people are — online, on social media — with news and messages of reassurance. Facebook recently reported that 53% of people are browsing Facebook more often than normal, while 32% of people are using Instagram more often during the pandemic. Continue to support your communities like you always have.
For Your Staff
Open staff meetings for friends and family
Right now, everyone is scared. That includes your people and their family and friends. Your staff meetings are a source of alignment and inspiration. Consider opening some of them up to let friends and family in on what’s happening. It will offer everyone a little bit of certainty in uncertain times. On our recent ‘Unschedule Maintenance’ podcast David Long, of the Hansel automotive Group discusses this notion and how he keeps his team inspired and engaged.
Ensure service acts as a sales and acquisition center
Leveraging your service department for sales and acquisition has been a trend for years, but it’s more important now than ever. Many localities are only allowing service. While you lack a critical pipeline for sales and acquisition, you need to rely on service to sell more now than ever. Listen to our Unscheduled Maintenance episode 4 where Hyundai motors America’s CMO Angela Zepeda shares just how much good OEMs and their local dealer operators can deliver to communities in crisis.
Empower sales reps to leverage their personal brands
Salespeople have been building their personal brand for years, whether they thought about it that way or not. Brand relationships are most important in times like this. We all fall back on the people and brands who’ve taken the time to connect with us. Let your sales reps build and leverage their brands.
Expand chat access for more engagement and increased coverage
Consumers are just like all of us: facing a lot of uncertainty. All of your channels should be open and accommodating, but there’s real space for many dealers’ chat to be more engaging. Now is also a good time to expand the coverage to address questions and concerns quickly.
Keep your staff engaged with educational and professional development activities
The truth is that this is a big downtime for us. With a drop in sales and service, your people will have a lot of free time, and there is only so much cleaning and organizing they can do. This is the perfect opportunity for them to learn and develop their skills. Many companies are offering free webinars and online courses to service this exact need. Take advantage of them.
