Building Market Share Without Inventory

Embracing the 50-Day World and the New Automotive Business Model

This webinar, originally presented by C-4 Analytics on the Digital Dealer platform, directly challenges the common industry mindset that the "Inventory Crisis" is a temporary problem to be waited out. In reality, industry leaders are signaling a permanent downshift to a 50-day supply world, which is fundamentally changing the business model.

Dealers who postpone strategic marketing decisions are missing the opportunity to thrive in this new environment. The $27 billion in reduced industry incentives proves that OEMs are unlikely to return to the old 75-day supply model, as they need to fund electrification.

The New Reality: Your Entire Online Presence Must Evolve

With fewer physical cars, every element of your dealership’s online presence must evolve to focus on selling vehicles you don't yet have. This goes far beyond just adding a "Custom Order" button.

• Custom Orders Over Allocation: Ford, and others, are prioritizing custom orders over dealer stock allocation. This means you must start pumping orders into your market—and your neighboring competitors' markets—to secure more vehicles.

• The 3 Ways to Buy: Customers now have more choice and control than ever before:

  1. Buy off the lot (if available).

  2. Secure an inbound unit from your allocation pipeline.

  3. Custom order the exact vehicle they want.

• Dealer Must Be the Hero: You need to own the entire customer process. Do not send shoppers down the OEM's funnel. Instead, use virtual tools like chat or Zoom to guide them through their options.

The Complete Strategic Wheel Must Change

Every department and tactic must align with the new 50-day world:

• Strategic Market Planning: Start pumping orders instead of just cars.

• SEO & Paid Media: Your advertising must move beyond what's physically on the lot to promote custom order options and inbound inventory.

• Content & Creative: Educate customers on why custom ordering is an advantage.

• CRM & BDC: Your lead responses and processes must change to handle customers asking about orders and availability.

• Third Parties: Reevaluate spending with third-party sites, as you have fewer cars to list.

Seize Control: Own Your Backyard

The power has shifted. You are no longer limited to the 75-day supply model. You must advertise to get orders and secure a larger pipeline.

• Stuff the Order Bank: Take as many custom orders as possible. If the deal unwinds, you will easily find a home for a desirable vehicle.

• Be the Tim Bartz of Your Market: Leverage the power of your sales team and BDC to become the custom order specialists. This is the moment for dealers to seize market share and define the new business model.

You can advertise to connect with buyers and secure your future pipeline now. If you don't, your competition will.

Watch the Full Webinar

For a deeper dive into these topics and to hear directly from Rob Stoesser, Vice President of OEM Relations, watch the full webinar below.