We saw how to cast the "car salesman" in a better light.
  • Challenge: By and large, consumers detest the process of buying a car and simply don’t trust car salespeople.
  • Strategy: Get consumers to feel good about the dealership, the salesperson and the entire buying process. (And get the dealerships on a mission to work for consumer trust.)
  • Big Idea: Put the customer before the car… it’s just 'Good Carma'.
  • Result: DCH front-end gross profits are up (on every car sold), Customer Satisfaction Index scores have had a significant boost, and feedback has been overwhelmingly positive.