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Edmonton Dodge Jeep Chrysler Dealer To Sell Inventory Above Cost

Every few weeks I head to the radio station to record new commercials. If you are familiar with my marketing message you know I say pretty much the same thing in each one;

“I don’t sell cars below cost. I am in business to make a profit. So are my competitors.”

Would I sell more cars if my commercials sounded like the one below?

————-

WE ARE HAVING A HUGE SALE THIS WEEKEND !!

We just received a special shipment of cars from the manufacturer. Problem is, they sent too many. Somebody screwed up the order. We don’t have the room to park them all so… we are slashing the prices. Many of these “extra units” are actually being sold for thousands below cost. That’s right folks, BELOW COST ! Get in early while selection is best. The first 10 buyers this Saturday morning will receive a trip for two to LasVegas.

BUT WAIT !

THERE’S MORE !

If you purchase your new car this weekend, we will give you thousands off dealer cost, a trip to Vegas, AND we will make your payments for 6 months.

YOU DIDN’T READ IT WRONG.

THIS IS NO TYPO.

WE MAKE YOUR PAYMENTS FOR SIX MONTHS !!!!!

Let’s recap;

1. Somebody screwed up and ordered way too many new cars from the manufacturer.

2. This weekend you can pay thousands less than your friend paid for exactly the same car last month.

3. We will fly you and a friend to Vegas.

4. And we will make your payments for you.

HOLD ON ! BEFORE YOU GO.

I almost forgot.

If you are having financial problems, or if you have bad credit, no problem. We can finance anybody. We can also give you money to pay off your credit cards and finish that renovation you’ve been putting off. Don’t worry, if you have been turned down by another dealer, or your own bank, we will approve your application. (Even if your mama won’t loan you lunch money.)

————-

I know it seems ridiculous, but I must tell you, as unbelievable as the advertisement above sounds, some unfortunate people are still duped this way. (I’m not kidding. Next time you hear a car dealer commercial on the radio, really listen to what is being promised. You may be surprised.)

Other retailers sometimes claim “hardship” such as “over-ordering” or “fleet order cancellations” to create the illusion you will be able to get some kind of one-time, never-to-be-seen again deal. I’ve heard rumours of some mattress retailers intentionally mixing and matching mattresses and box-springs to “manufacture” a need for a sale. (Even though they have matching sets.) It’s a gimmicky scam I believe the buying public is increasingly turned off by.

The truth is, any business consistently selling products below cost goes broke. How many Car Dealers have you seen go broke in Edmonton recently? I am a car dealer in this city and I don’t recall the last time that happened. Our economy is very strong. Most businesses in Alberta do well. Car dealers are no exception. They are profitable. My business is profitable. Nobody makes a profit by selling below cost.

OK. So what about the dealers who consistently claim they are selling below cost?

Are they telling the truth?

What do you think?

Scott

{ 9 comments… add one }
  • Scott Held February 8, 2011, 9:15 pm

    Thank you Carson.

    We look forward to seeing you this weekend.

  • Carson February 8, 2011, 9:06 pm

    Hey Scott,

    I am stopping by Sherwood dodge this weekend. I have already been in contact with your sales rep Daryl Campbell. He has been more then helpful in trying to get a vehicle that meets my needs. I am hoping that I am greeted with the same attitude, enthusiasm that you express on your website. Look forward to meeting the team and acquiring my first vehicle!

  • Bjorn Bidell December 5, 2010, 5:10 pm

    Dear Scott,

    I love your radio ads, the candid, upfront way you say things make you believable and being a Chrysler guy myself, I will be sure to visit you when a new vehicle is in my scope.

    Back to to the radio ads, these new ones with “Bjorn” make me laugh, because not only can he not speak English, but he can’t speak Swedish either (bet you 100 swedish meatballs he’s from southern Sweden) LOL! So if you need another Swede named Bjorn who can speak both languages, email me.

    Keep up the honest and funny ads.

    Sincerely,
    Bjorn

  • Ted Hay November 21, 2010, 2:33 pm

    We drove some 80KM, (one way) to look at a Dodge Caravan at the KIA dealership in Sherwood Park. There were three ,that the salesman ( Steven) had quoted on the phone, that were in our price range. Arriving the next morning to our amazement they had all been sold, but he had another one that was only $8,000 above what we had said we could afford to pay.
    We decided to try and diffuse our disappointment so we stopped at the Sherwood Park Dodge dealership a few blocks away. Upon walking in the door we were intoduced to Kevin. After telling him the type of vehicle we were interested in and the price range we had, a small miricle happened. We Left with a vehicle that met our needs and the professionalism we experienced from all the staff we encounted left us with a feeling of contentment.
    Thanks to a honest dealership and all of it’s personell that sincerely care about it’s potential clientel. I would heartly recommend Sherwood Park Dodge to anyone looking for a rewarding car buying experiense.

  • Chris Thomas November 13, 2010, 2:50 pm

    Hello again.

    This is just a follow-up to my previous post a few weeks ago basically expressing my disgust at the service I received when bringing my Nitro in for an oil change and broken panel.

    I stated that I would NOT be back to Sherwood Dodge after my family had been a dedicated buyer from a very proficient, enthusiastic and helpful sales guy (Eddie Yehia).

    Shortly after I posted my displeasure here on this site, GM Alan Wack gave me a call and we sorted a few things out. The next day I had Mike Redmond calling me looking to show me that what I had experienced that day was in fact out of the ordinary. I decided to give it a shot and took my vehicle back once my rather hectic schedule allowed me the time.

    I found the service to be exactly what I had come to expect and hope for from a dealership. It was true. I caught them on the proverbial “bad day”. In short, Sherwood Dodge and their staff have restored my faith that yes, a car dealership can be your “friend”. Of course they want to make money. Is that a new concept to some of you? Everything Scott talks about in his ads is what the staff are all about.

    I applaude you Alan Wack, Mike Redmond, Scott Held and Eddie Yehia and all the staff (right down to the sandwich shop) at Sherwood Dodge and challenge other’s put Sherwood Dodge to the test. You might find yourself ready to embrace Scott’s philosophy. Truly a refreshing experience.

    Thank you again.

    (I am again in the market for another vehicle in January and will be in soon to see you guys)

    Chris Thomas

  • Scott August 4, 2010, 1:36 pm

    Thank You Grant.

    I certainly do appreciate the business, and your comments.

  • Grant Kergen August 4, 2010, 1:27 pm

    Your approach to being honest convinced me to purchase a new truck for my parents in Sask. shortly after you opened. The next set of tucks we purchase for our company will be from your dealer ship. Thanks for being honest and making money. Your customers need you to stay in business for years to come and I am sure you will.

  • Scott August 3, 2010, 8:31 pm

    Thank you Fran.

    I will be sure to share your comments with Gord.

  • Fran Ziemmer August 3, 2010, 8:25 pm

    Scott:

    I know that dealerships have to sell vehicles and at the same time have to make money as any company does to pay the bills as you said in your commercial. Your honestly and the way you interact with the audience sets you above the rest. I am so glad that I purchased my vehicle from Sherwood Dodge and already I have recommended a friend and our son to purchase there as well, and we live 2 hours away.

    Gordon Campbell is amazing and so is the dealership.

    Keep it just like it is – that way – you’ll keep people coming back and welcoming new ones each and every day!!!

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