Success Story
Gaudin Ford
GAUDIN FORD
The Data-Driven Strategy that is Outselling the Competition by 400% For Gaudin Ford, the good news keeps on coming. The dealership has managed to grow in sales and profitability at a rate that is larger than they thought possible in the past. Year over year, the store has managed to see an increase in total sales by more than 25 percent, while nationally, Ford has seen a decrease of 1 percent in sales. Add in the factor of the dealership’s location, and this number becomes all the more impressive. Located in the Las Vegas market, Gaudin Ford has taken its sales department by storm. Even certified pre-owned sales have increased by 30 percent.
Although Ford has one of the highest customer retention rates, one enormous factor of Gaudin Ford’s success is their persistence in targeting conquest customers. The small SUV market has been growing at a quick rate nationally, but Gaudin knew that they had to target the right customers to put in these vehicles. In May 2014, the store saw truck sales increase by 27 percent, bringing in record numbers on both the Explorer and Escape. While Ford’s F-150 always proves successful with its customer loyalty, the smaller trucks in the category have struggled in the past. Recently, sales on the Explorer were up 189 percent compared year-over-year, while the Escape saw a 28 percent increase in sales in August.
Gaudin’s nEw stratEGY
“We have rearranged our strategy to put a strong value on conquest customers, instead of focusing only on our current customers,” said Wesley Gregg, Gaudin Ford’s general manager. “By reaching out to those who own a competitive brand and are most likely to be interested in a Ford, we are increasing
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