Used Car Dealership Marketing

Dino Campanella

BUS 56 - Heidi Diamond

J & J Automotive Assignment

1. The stereotype of used car dealers most likely developed through salesmen who lie or who do not tell the real condition of the cars they sell. There seems to be a large amount of unethical car dealers in the marketplace. I think the main explanation for how this came about is that most people aren't knowledgeable about cars. They don't know how look under a hood and understand how things work and see any potential problems. Because of this naiveness, used car dealers are easily able to take advantage of them. This directly stems from the same way unethical car mechanics work. They can lie to a customer and say something is wrong with the car, and change little or nothing, and charge a hefty price.

2. To counter the stereotype, Joe can always make sure he practices honest, ethical business practices. The first thing he needs to do is fully educate himself about the cars he buys, and know exactly what kind of condition they are in. If he cannot fully answer this question himself, he needs to hire an outside mechanic/technician who can appraise the cars properly. With this information, he needs to take it one step further by being honest with customers, and pricing the vehicles according to their fair condition. For example, if the car is going to need brakes in the next 2 months, he needs to make sure the customer knows this, and price is lower, or spend the money and replace the brakes now. This way, Joe can being to build meaningful relationships with his customers, and the word will get out that Joe is an honest car salesman. Joe should go out of his way to market himself as a guy ho has a lot of passion for his business and takes care of his customers. It's not only about being honest, it's about making a diligent effort. Many people are weary of used car salesman, so it's going to take more effort than usual for Joe to change perspectives of customers.

3. If Joe fulfills the...