Along with the rest of the industry, Taylor Automotive Group had to think fast and act even faster at the onset of the COVID-19 Crisis. Located in Pennsylvania, where sales volume decreased nearly 80% the week following the statewide stay at home order, the group was faced with two options: a) turn the lights off and wait it out, or b) roll up their sleeves and work harder than ever to keep the lights on; they opted to go with option b.

Knowing that their ability retail cars digitally was vital to their success, the marketing team set to work. Within days, they launched video chat, virtual appointment scheduling, online trade-in appraisals, and clearly visible safety procedures like free pickup and delivery across all their websites.

Simultaneously, the team trained sales and BDC personnel on the importance of lead response times, revised call scripts, and safe contact with customers.

While the dealership made key operational changes, and difficult decisions on personnel, their strategy team at PureCars worked on the advertising side of things. We reviewed real-time sales and service performance, compared this to dealership performance, and measured engaged shopper volume by metro and brand. With this information, we made strategic recommendations on how to best reduce, reallocate and reactivate spend to minimize cost and maximize output.