Overview:
Baker Chevrolet located in California was one of many Chevy dealers within a very small geographic radius. Baker was being outsold 2:1 by their closest geographic competitor In Baker’s zone the Silverado is the number one seller by roughly two to one.
Of the 20 new units sold last month only three were Silverado’s… there are roughly 30 Silverado’s in stock. Silverado is the flagship of the Chevy brand and Silverado sales only represent about 15% of Baker’s business.
Strategy:
Silverado is the flagship of the Chevy brand and Silverado sales only represent about 15% of Baker’s business. The dealership needed to stop potential customers from driving by to purchase a truck from a competitor.
Tactic:
Position Baker as the… The Silverado Superstore! Example: “Ron Baker Chevrolet is the Silverado Superstore… we always have over 30 Silverado’s on the lot and no one sells them for less!”
See Baker Chevrolet’s Commercial Below
