How to Use OEM Reports to Take Back Control of Your Territory
The iconic line from Scarface, "Say Hello to My Little Friend," is the perfect metaphor for the secret weapon dealers must use to win the market share war: your OEM reports. As C-4 Analytics' Rob Stoesser and Matt Muolo discuss, you can't trust anyone but yourself, and you are likely being double-crossed by your current digital vendors.
The only way to succeed in a volatile market is to get your hands dirty, use the data at your fingertips, and deploy a plan that is hyper-targeted to your local competitive landscape.
The Problem: You’re Being Double-Crossed
The biggest threat to your market share is not necessarily a lack of inventory—it's vendor conflict.
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The Double-Cross: Ask yourself: "Do you work for my facing on-brand rivals?" If the answer is yes, that vendor cannot help you win. Your pump-in problem is their other client's pump-out victory. They will tell both sides to spend more, ensuring the vendor wins while you are stuck in a stalemate.
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The Sales Dot Map: Most dealers are unaware of how much market share they lose. The competitive sales dot map shows you precisely where your on-brand rivals are selling cars into your territory. These "yellow dots" are license plate frames driving in your backyard—sales that should have been yours.
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The Hidden Truth: If your digital partners are working for your rivals, they will not share the data or create the custom campaigns needed to address your specific, pinpointed market losses.
Your Weapon: The OEM Reports
The great equalizer is the data provided by your manufacturer. Used correctly, these are your "little friend" in the fight for sales.
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Sales by ZIP Code: This report exposes areas where you are under-efficient. Even if your overall sales efficiency is high (e.g., 214%), red or yellow ZIP codes are opportunities for growth that your current strategy is missing.
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Pump-in / Pump-out: This report quantifies the actual losses and gains against your rivals. You must use the raw numbers, not the net-net figures, to understand the true amount of sales your competitors are pumping into your market.
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Competitive Sales Dot Map: This is your target map. It shows you exactly which models your rivals are selling in those high-loss ZIP codes (e.g., F-150s, not Escapes). This allows you to deploy a tactical response.
How to Take Back Control
Winning the market share war is about leveraging data to create a hyper-local, aggressive strategy that your conflicted vendors will not implement.
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Analyze and Get Granular: Don't fight on all fronts. Use the reports to identify the greatest area of opportunity (which specific model in which specific ZIP code) against a weak or complacent rival.
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Combat with Customization: Analyze your rival's pricing, why-buys, and reputation. Then, create a counter-strategy based on your strengths (e.g., better service, lifetime oil changes, stronger customer testimonials).
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Hold Vendors Accountable: Insist on an agency model that provides sworn loyalty to your goals. You must move past the idea of fragmented vendors who won't talk to each other and choose a partner that uses your data to create a unified plan.
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Eclipse the Competition: The goal is not just to match your competitor's sales in your territory; it's to eclipse it by selling significantly more into their backyard than they sell into yours. This is how you achieve sustainable, long-term growth.
Watch the Full Webinar
For a deeper dive into these topics and to hear directly from Rob Stoesser, Vice President of OEM, and Matt Muolo, Vice President of Development, watch the full webinar below.