04-06-2016, 02:47 PM | #1 |
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Single point Mitsubishi Dealership For Sale in Maine
It's not unusual for me to get an email every week or so detailing a New Car Dealership that's for sale. I get the emails from a few different brokers and I enjoy reviewing the listings and seeing what the market is for New Car stores throughout the country.
There was something about this listing, however, that caught my attention: I guess part of my intrigue is based on the conversations we've had on the forum about the challenges that would be associated with running a single point Mitsubishi store. The other part that caught my attention was the mention that the store "Operates in an inexpensive media market" - I don't think I've every seen that selling attribute pitched before. It got me to thinking - how important is the local media market to a dealership in today's environment? I remember in the old days a single point Dodge store in the Los Angeles Zone used to spend $100K per month advertising in the L.A. Times. It was a lot of money but it was a smart decision - the advertising drew hundreds of customers to his store from outside his marketplace. That said, it would be insane to spend $100K on print advertising today. Can the same be said for radio and TV? How relevant is local media? |
04-07-2016, 08:15 AM | #2 |
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Out of local media, we do TV -- that's it.
You could say we do print, too, but only in a small, low-circulation paper in our town of 50,000. We steer clear of The Indianapolis Star. Not because there's anything wrong with it, but more because it's a game of diminishing returns. I'm interested to see a stand alone Mitsubishi store for sale. I would have to imagine that blue sky is a non-factor for Mitsu right now. I would guess that Maine is a better market for Mitsubishi than many other parts of the country, especially with the Lancer, Outlander, and Outlander Sport all having AWD offerings around $20k after incentives, but the Lancer is so out of date that I doubt they are much of a threat to Subaru among others. Of the Mitsubishi stores that showed up in my search online -- it seems like almost all of them would fit this description, so hard to tell who is selling. Another random observation: It looks like there are hardly 200 new units in stock in the entire state. |
04-19-2016, 04:35 PM | #3 | ||
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Quote:
That incident really opened my eyes to the minimal impact that print advertising had in our semi-rural market. On a related note, I'd hate to be a salesperson selling radio time - I know with the exception of some College Football Games it's been years since I've listened to the radio. Quote:
Very interesting observation concerning MMC inventory levels for the state - it doesn't appear that it would take too much volume to be the state's top selling dealer. |
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