Sell the car first, before you sell yourself.

For decades, car dealerships entered into “Brand Based Marketing” and attempted to build their brands with local advertising selling why the customer should do business with them.  “We’re the mega-volume dealer”, “Family Owned Since 1955″,  “The name you can trust”, and so on.  Heck, the oldest used car salesman joke was - “Ma’am, this car is perfect, the color really matches your eyes!” - it’s what is behind that comical phrase that really demonstrates the difference between marketing your brand vs. marketing your vehicles - let’s explore both.

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