Mark Dodge Chrysler Jeep was ahead of the curve when they first embraced digital retailing. They saw tremendous growth, but over time, their volume began to plateau and profits dipped.
Looking for an answer, they realized their struggles were due to inconsistent information. A customer would receive a quote in sales and it would suddenly change in F&I. Mark Boniol, dealer principal, said, “At that point, you can’t get that genie back in the bottle.”
Even when everything was agreed on, it was difficult to sell any F&I products, and get the deal signed.