By Matt Hayward
CBC congratulates Brandon Ford in Tampa on being the #1 volume new Ford dealer in the United States for November 2020!
Going from #183 to #1 may seem impossible, but with the right team and the right marketing, it most definitely IS possible! When Brandon Ford hired CBC Automotive Marketing in 2001, they were the #4 Ford dealer in Tampa, and #183 in the U.S. They were struggling with CSI scores and with holding gross in a very competitive market.
Brandon Ford made 2 important changes. They shored up their internal operations, and they hired CBC Automotive Marketing. CBC audited their marketing plan, and we decided to begin brand-building on the radio with a value message and a pricing philosophy. Ads featured General Manager Wayne Hammond in unconventional-dialogue spots that promoted superior customer service combined with fantastic deals, without ever giving specific pricing. Within one year, Brandon Ford became the #1 volume Ford dealer in Tampa (in a landslide). Within 3 years, they were the #1 volume Ford dealer in Florida (a position they haven’t relinquished to this day).
CBC’s media plan with Brandon Ford has evolved over the years, and now includes an effective mix of digital and traditional marketing to keep Brandon Ford in front of potential customers wherever they consume media. Whether it’s traditional or Internet radio, cable advertising, social media advertising, paid search or point of sale…a potential customer sees and hears spirally-integrated Brandon Ford messaging wherever they are in the buying funnel.
Today, Brandon Ford holds the title as the #1 volume new Ford dealer and #1 CPO Ford dealer in the U.S. for all of 2019, #1 volume new Ford dealer in the U.S. for November 2020, and is neck and neck in the race for #1 volume new Ford dealer in the U.S. for all of 2020…with just one month left! Brandon Ford also holds the distinction of having sold more CPO Fords in one month than any other dealer in history.
In the nearly 20 years CBC and Brandon Ford have worked together, they have never had a month that has seen red ink (not even during 2008-09), their CSI ranking completely turned around and their sales volume and grosses have been through the roof. To this day, Brandon Ford is one of the most profitable Ford dealers in the country.
The Team at CBC is proud to be a small part of Brandon Ford’s large success!
Whether you sell 30 or 3,000 cars a month, CBC can help take you to the next level. Let’s have a conversation!
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Matt Hayward is Director of Business Development and a Senior Account Manager at CBC Automotive Marketing, a Maine ad agency working across the United States with successful dealerships and dealership groups.