Super Bowl commercials are known for being highly entertaining, and effective at grabbing viewers’ attention. Every year, millions of consumers sit down to enjoy captivating, heartwarming, and sometimes downright wacky ads, but has one company taken it too far this year?
Online retailer Vroom has released its new Super Bowl ad and has created a lot of controversy among auto dealers across the country. Recently, Dealer Inspire CEO, Joe Chura, spoke out against the ad’s condescending message towards auto dealers. On today’s show, we’re tackling this hot button issue further with Chura, Andy Guelcher, Dealer Principal at Mohawk Chevrolet and Mohawk Honda, and Doug Miller, CRO of Cars.com.
Vroom’s anti-dealer narrative is positioned against all of the progress that dealers have made in the past decade, especially over the last year. Chura is quick to remind us that the seamless experience that Vroom advertises is not the whole truth. Car buying is complex and companies like Vroom have dozens of call centers working with customers.
Auto dealers, on the other hand, create a customer experience that extends well beyond the purchase. When vehicles need service, or customers have questions and concerns, dealerships provide a better experience overall. With that being said, our panel today encourages dealers to play offense. Now is not the time to sit idly by and return to the status quo. It’s time to push back against the narrative that companies like Vroom create. To hear more insight and advice from our panel, be sure to watch our entire video above.
Did you enjoy this interview with Joe Chura, Andy Guelcher, and Doug Miller? Please share your thoughts, comments, or questions regarding this topic with host Jim Fitzpatrick at jfitzpatrick@cbtnews.com.
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