by Matt Hayward
#4 in Tampa to #1 in the World…Again! – Brandon Ford & CBC!
Going from the #4 dealer in town to the #1 Ford dealer in the World seems impossible, but if you have the right team and the right marketing, it’s not! Just ask Brandon Ford in Tampa.
When Brandon Ford made the decision to hire CBC Automotive Marketing in 2001, they were the #4 Ford dealer in Tampa, and #183 in the US. They were struggling to get their CSI up to par and were working hard to hold gross in a very competitive, price-driven market.
In 2001, Brandon Ford made 2 key changes. They shored up their internal operations, and they hired CBC Automotive Marketing. Once CBC looked at their media mix and marketing plan, we decided to get them on the radio to begin brand-building with a value message and a pricing philosophy. We featured General Manager Wayne Hammond in some unconventional dialogue spots that promoted good customer service and great deals without ever giving specific pricing. By 2002, Brandon Ford, by a large lead, became the #1 volume Ford dealer in Tampa. By 2004 they became the #1 volume Ford dealer in Florida and have stayed in that position ever since.
CBC’s media plan now includes a comprehensive strategy, with an effective mix of traditional and digital to keep them in front of potential customers wherever they consume media. Via traditional and Internet radio, cable advertising, social media advertising, paid search and point of sale…a potential customer sees and hears consistent, integrated Brandon Ford messaging regardless of whether they are researching a vehicle, browsing the internet or are simply on their commute to work.
Brandon Ford now holds the title as #1 Ford dealer in the Southeast US (2017) and #1 F-Series dealer in the US (2017). They also hold the distinction of having sold more CPO Fords in one month than any other dealer in history. Best of all, in July 2017, October 2017, December 2017, January 2018, April 2018, June 2018 and now July 2018 (tied) they were the #1 volume Ford dealer in the world! That’s 7 times in the last 13 months! Since CBC began working with Brandon Ford, they have never had a month that has seen red ink (not even during the recession), their CSI ranking has made a complete turn-around and their sales volume and profitability are through the roof. To this day, they are one of the most profitable Ford dealers in the country.
CBC is proud to be a small part of Brandon Ford’s large success!
Whether you sell 30 or 3,000 cars a month, if you have your dealership operations in order, CBC can help take you to the next level. Let’s have a conversation!