“More Than Cars” is a new docuseries produced by TrueCar and Automotive State of the Union (ASOTU), which seeks to challenge dealership stereotypes. On this episode of CBT Now, news anchor Jim Fitzpatrick is joined by series host and CEO of ASOTU Paul Daly and Kyle Mountsier, COO of ASOTU, to discuss the show ahead of its launch today on LinkedIn Live.
As dealers are well aware, the stigma surrounding car sales can be difficult to confront as an industry insider. Many consumers enter a dealership expecting to receive an unfair deal and see salespeople, technicians and managers as untrustworthy. While Daly admits that the business has its fair share of bad actors, he believes that dealers “are some of the most caring, empathetic, giving leaders that we know in any industry.” Mountsier adds that up till now, dealers have struggled to convey themselves in a relatable manner. “As an industry, our PR game has been underwhelming,” he explains. “More Than Cars” resets the narrative surrounding the auto business by challenging dealership stereotypes and introducing the public to a more authentic version of retail automotive.
To help the public see retail automotive in a new light, the docu-series focuses on the people and personalities which keep the business running. Although dealership stereotypes often lead customers to see auto workers as sleazy or untrustworthy, “More Than Cars” dismisses these notions by placing the employees and their passion for people on full display. During private showings, Mountsier recounts how audiences related to the staff members featured in the show, especially regarding their backstories. “We all know that this business has literally taken people from their lowest and has also seen them at their highest as a result of coming into an industry that is very community-centric and that has no ceiling, but it also has no floor,” adds Daly.
Another way the docu-series challenges dealership stereotypes is through its emphasis on the positive, local impacts retailers often make. Auto dealers do so much to support their communities, but often, their charitable work flies under the radar. This is why “More Than Cars” gives viewers a rare, close-up look at the work they do to help those in need. From massive public groups to independent, single-point stores, the need to help others is near-universal, notes Mountsier. “The fabric is not just how big they are, or how many cars they sell, or what major metro they’re in, but…the care for their people and the care for their communities,” he remarks.
To watch the first episode in the series and help the creators disprove dealership stereotypes, viewers can watch “More Than Cars” on a special LinkedIn livestream today at 1 p.m. EST. The show will also be accessible via MoreThanCars.tv or YouTube.
