App Store For 16,000 Dealers | Shift Digital
发布时间 2023-12-12 10:00:34 来源
摘要
In this episode, I'm speaking with Phil Oriani, CEO of Shift Digital. This episode is brought to you by: Cars Commerce - The ...
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中英文字稿 
I think a challenge is that you're direct consumer and you've got one price. If you're not moving those vehicles, you have to drop that price across the board. You might not need to have dropped it in California, right? Oh, right. That is very interesting. But you maybe needed to drop it in Wisconsin because, you know, the battery range was not getting what it did in the winter in California.
我认为一个挑战是你直接与消费者打交道，并且只有一个价格。如果你无法销售这些车辆，你必须全面降低价格。你可能不需要在加州降价，对吧？哦，对。这非常有趣。但是你可能需要在威斯康星州降价，因为你知道，电池续航在冬季时可能没有在加州表现得那么好。
What's up, everyone? This is car dealership guy. You're listening to the car dealership guy podcast, which is my effort to give you access to the most unbiased and transparent insights into the car market. Let's get into today's episode.
大家好，这里是汽车经销商哥们。你正在收听的是汽车经销商哥们的播客，我努力为你提供最客观透明的关于汽车市场的见解。让我们来谈谈今天的内容吧。
Phil O'Rianni is CEO at Shift Digital, one of the leading digital marketing tech companies for dealerships and car manufacturers. In this conversation, we discussed how Shift Digital built an app store for 16,000 dealers and car manufacturers. The pitfalls of a direct to consumer car sales model, enabling innovation in the car business, the current state of AI and dealership tech and much more.
Phil O'Rianni是Shift Digital的首席执行官，Shift Digital是一家为汽车经销商和汽车制造商提供先进数字营销技术的公司之一。在这次对话中，我们讨论了Shift Digital如何为16000家经销商和汽车制造商建立了一个应用商店。我们还讨论了直销汽车销售模式的陷阱、促进汽车业创新、当前人工智能和经销商技术的现状等等。
But before we get into the show, this episode is brought to you by cars commerce. The platform is simplified everything about buying and selling cars, including the quote unquote follow up. Let me explain dealers fast and effective follow up is crucial for converting leads in customers. But here's a problem. 40% of shoppers report that they are not getting timely or helpful responses from dealerships. This is a huge problem because your own team could be leading four out of every 10 sales opportunities on the table.
在我们开始节目之前，本集由汽车商务赞助。该平台简化了购买和销售汽车的一切，包括所谓的跟进。让我解释一下，对于将潜在客户转化为客户来说，经销商快速而有效的跟进至关重要。但是这里有一个问题，40%的购车者报告称他们没有从经销商那里得到及时或有帮助的回应。这是一个巨大的问题，因为你自己的团队可能会让四分之一的销售机会失去。
Cars commerce makes it simple to measure and improve your follow up performance. A cars.com experience report tracks the percentage of leads your teams are responding to and how customers rate those responses while dealer inspires retailing technology enables your team to quickly text follow ups with personalized financing options to make the most out of every opportunity.
汽车销售使得测量和改善您的跟进业绩变得简单。汽车公司的体验报告可以追踪您的团队对潜在客户的响应率以及客户对这些回复的评级，而经销商激励零售技术则使您的团队能够通过个性化融资选项快速发送跟进短信，充分利用每一个机会。
To learn more about how you can measure and improve your team's follow up performance, go to carscommerce dot inks slash experience or click the link in the show notes below.
要了解更多关于如何衡量和提高团队的跟进表现的内容，请访问 carscommerce dot inks slash experience 或点击下方的节目备注中的链接。
This episode is also brought to you by Auto Fi. Most digital retail platforms are limited in their capabilities and fall short on empowering dealers to convert shoppers into buyers while protecting profitability. Auto Fi delivers done deals by empowering your dealership with the technology to land customers on the right vehicle and deal from payment configuration, F&I product selection, credit and real time lender offers plus the back end selling tools to help close the deal. This accelerates the deal no matter where the customer is on the dealer's website over the phone or in the showroom and translates to a faster sale with better customer experience and higher profits. In fact, the most engaged dealers on Auto Fi see $411 more back end PVR versus non-autified deals. Go to auto fi.com slash CDG to learn more or click the link in the show notes below. That's auto fi.com slash CDG and start working with done deals today.
本集节目还由Auto Fi为您奉上。大多数数字零售平台在功能上都有所限制，无法使经销商能够将浏览者转化为购买者，并保证盈利能力。Auto Fi通过为您的经销商提供技术支持，将客户置于合适的车辆和交易中，从支付配置、F&I产品选择、信用和实时贷款报价以及帮助完成交易的销售工具等方面，实现成交。无论客户是在经销商网站上、通过电话还是在展厅中，这都能加快交易速度，并提供更好的客户体验和更高的利润。事实上，在Auto Fi上参与度最高的经销商与未使用该平台的经销商相比，后端PVR收入可增加411美元。访问auto fi.com/CDG了解更多信息，或点击下方节目说明中的链接。这就是auto fi.com/CDG，现在开始与成交合作吧。
Yeah, I think a lot of people in this industry have a story about, you know, how they fell in love with the car business and minds. Probably not too dissimilar from a lot of them. Now, I was on a merry-go-round of living in lots of different places around the country. My dad was in elevator construction and the merry-go-round stopped in Dearborn, Michigan of all places. We lived about a mile away from the Ford Research and Development Center. And back then I used to go and look and see these cars that were camouflage. You can back that a lot more camouflage. You just had to kind of sense and hop in and go check out, you know, what was coming. That's always just so enamored by. It have cars that they bought from other manufacturers. They were ripping apart and you'd see things that you know, you just never saw before. That was back in the days like spy shots were a really big thing.
是的，我觉得很多在这个行业的人都有一个关于如何爱上汽车业务的故事，我的情况可能和他们很相似。我曾经在全国各地居无定所，因为我爸爸从事电梯施工，最后我们不知怎么地停在了密歇根州迪尔伯恩市。我们住在距离福特研发中心大约一英里的地方。当时我经常去看那些车子，它们穿着迷彩。现在的迷彩肯定更多了。你只需要感受一下，然后跳进去看看即将推出的新车型。我总是为此而着迷。他们有些车是从其他制造商那里购买来的，然后他们会把它们拆开，你会看到一些你从未见过的东西。那时候的间谍照片真的是很重要的事情。
What was the spy shot? So it used to be, you know, before, you know, OEMs would launch, you know, cars. They would be developing these cars. And that's before they would even really camouflage. And so there was a, you know, there were people that would go take a picture and be like, Oh, that's the next Mustang that's coming out. And then, you know, that would find its way in the car and driver magazine spec then.
这是什么间谍照片呢？在过去，汽车制造商发布汽车之前，通常会开发这些汽车。在进行真正的伪装之前，存在一些人会拍照，然后说“哦，这是即将推出的下一代野马”。然后，这个消息就会被收录在《汽车与驾驶者》杂志的规格信息中。
I've never heard that term, but then again, you know, I was never too close to the OEM side. So I'm not too surprised, but that's a good one. Yeah, some spy shots for a big thing.
我从未听过这个词，不过话又说回来，你知道的，我从来没有与原始设备制造商过于亲密的关系。所以我不太惊讶，但这真是一个好玩的词。是的，有一些关于一个大东西的间谍照片。
So being a Dearborn, like everybody worked for Ford Motor Company in some sort of fashion supplier, whatnot.
作为一个迪尔伯恩人，就像每个人都以某种方式供职于福特汽车公司，做供应商之类的工作，之类的。
And I really took a liking to the dealership side of the business. We had local dealership, Village Ford, you know, great operating store, you know, obviously built in customer base, right?
我对经销商的一面真的非常喜欢。我们有一个当地的经销商，叫做Village Ford，你知道，这是一家运营很好的商店，显然有稳定的客户群对吧？
Being in Dearborn and like age 15, I got my first job as a quarter, you know, that taking snow off cars, washing cars, prepping cars, and just, you know, watching how everybody can work together, you know, ultimately to service a customer that was walking in the front door and everything that happened behind the scenes.
当我在亲爱的邓伯恩时，大约15岁，我找到了我的第一份工作，那就是做雪拂光带走汽车上的雪，洗车，准备汽车，还有就是，你知道的，看着每个人如何协作工作，最终为走进前门的顾客提供服务，以及发生在幕后的一切。
Just fell in love with it, right? The experience, the whole, you know, idea of a new car back then, you know, going to, you know, the North American Auto Show with my dad and looking at the new vehicles that were out there.
刚刚痴迷上它了，对吧？那种体验，整个，你懂的，当时对一辆新车的想法，你知道的，和我爸爸一起去参观北美汽车展，看着那些新车款的感觉。
It was just something that I was enamored with. And I followed that to Northwood University, right?
那只是我非常喜爱的事物。然后，我就跟随它来到了诺斯伍德大学，对吧？
Then if you don't know about Northwood, Northwood is where a lot of car dealers, you know, send their kids, right, to go learn about the business.
如果你不了解Northwood，那么Northwood是许多汽车经销商将他们的孩子送去学习有关汽车行业的地方。
And I didn't have that background, right? My father, like I said, was in construction.
而我没有那种背景，对吧？就像我说过的，我父亲是从事建筑行业的。
And for me, it was, again, just, you know, going down the turn, I want to be a car dealer.
对于我来说，这只是一种再次的感觉，你懂的，走进那个转折点，我想成为一名汽车经销商。
And I've spent the summers, fly down to Marietta, Georgia. I do internships like Sutherland, Motive Group, Sutherland Nissan. And this is like 98, 99.
我曾在夏天前往佐治亚州的马里埃塔市度过，做了一些实习，比如在萨瑟兰公司、动力集团以及萨瑟兰尼桑公司实习。这大概是在98年或99年之间。
And I started to see what was happening with digital. And it was still super early. I remember I had to log customers, right? Like take a piece of paper, you know, right down the customer that came in.
然后我开始意识到数字化的发展。当时还处于早期阶段。我记得我必须记录客户信息，是的，就像拿一张纸，写下来进来的客户姓名。
And if, you know, E.L.E.D., right? Obviously, the big CRM tool, bought by CDK.
如果你知道E.L.E.D.，对吧？显然，这是一个由CDK收购的重要CRM工具。
Back then we would fax the list of customers to E.L.E.D. and they would send the customers cookies. Like E.L.E.D. would bake cookies and send them to the customer.
那时候我们会将客户清单传真给E.L.E.D.公司，然后他们会给客户寄送饼干。就好像E.L.E.D.会亲自烘焙饼干并寄给客户一样。
Like physical cookies, not the digital ones. Physical cookies, right?
像是实体饼干，而不是数字化的那种。是实体饼干，对吗？
And the guy that was handling leads back then was somebody that they've just put the very back of the dealership and, you know, I'd go spend time with them.
当时处理线索的那个家伙被他们安排在车行的最后面了，你知道的，我会去和他们一起度过时间。
意思：当时负责处理潜在客户的那个人被安排在车行的最边远处，我会去花时间和他们在一起。
And, you know, just realized that was a goldmine, right?
而且，你知道的，我刚刚意识到那是一个金矿，对吧？
Everybody else is waiting for ups to come in. And here's this guy in the back room that's just literally got customers coming in on the phone with them and was selling more cars than anybody else. So that was just a great kind of, you know, entry into the business that, that kind of led me to where I am today.
其他所有人都在等着快递员送货。而这个后台的人却在电话里接待顾客，比其他人卖出的汽车还多。所以那简直是一个很好的开始，这让我走到了今天的地步。
So tell us more about, you know, you are for direct. You went to shift digital where you're at now.
那么，请你多给我们讲讲，你知道的，你如何支持直接操作。你曾经转向数字领域，告诉我们你现在身处何地。
You've, as far as I could tell, and you could correct me from wrong here, but you've worked your way up to the CEO position, right?
据我所知，你已经成功地晋升为首席执行官了，对吗？如果我错了，请纠正我。
You weren't a founder by the traditional meaning of the word. And so kind of give us that story.
按照传统的意义来说，你并不是创始人。所以请告诉我们你的故事。
Like, why did you go to shift digital and what has it been like for you kind of coming up in the company?
你为什么去参加数字转型，并且在公司的发展中你的体验如何？
这句话的意思是询问对方为什么选择参与数字转型，并且在公司中的经历如何。要尽量以简单易懂的方式表达。
Yeah, the journey for me starts at Ford Direct. That was, you know, one of the first employees at Ford Direct, you know, has brought in entry level, doing deal of support back then.
是的，对我来说，旅程就从 Ford Direct 开始了。那是我作为 Ford Direct 的最早一批雇员之一，当时是做了一些基层职位，提供业务支持。
You know, my initial responsibilities were, you know, trying to sell third-party lead programs to dealers. Right.
你知道的，我最初的责任是，你知道的，试图向经销商销售第三方潜在客户引导计划。没错。
If you go back to the early 2000s, right, dealers didn't really participate heavily in digital. They relied on third parties, right?
如果你回到 2000 年初，对吧，车商并没有在数字化领域参与得很深入。他们依赖第三方，对吧？
Not just the traditional, you know, auto traders of the world, but back then there was greenlight.com and car order. Right.
不仅仅是那些传统的汽车交易商，你知道的，还有当时的greenlight.com和car order。没错。
A lot of these companies were trying to sell cars directly to consumers or at least have that perception of that.
许多这些公司都试图直接向消费者销售汽车，或者至少给人一种这种印象。
But you couldn't sell a car directly to consumer. Ultimately, it had to go through, you know, the franchise dealer network.
但是你不可能直接向消费者销售汽车。最终，它必须通过，你知道的，特许经销商网络。
And, you know, what Ford did, which was, you know, going back then, I think extremely innovative at the time, you know, they got with the dealers and the dealers really changed it then and said, why are you for trying to partner with all these different third parties to sell cars?
你知道，福特当时所做的事情，实际上是非常具有创新性的。他们与经销商合作并且经销商真正改变了局面，很明确地提出了一个问题，为什么要试图与那么多不同的第三方合作销售汽车呢？
You know, they saw that as a threat, you know, you're taking the dealer, the relationship the customer has, you know, they think they bought a car from, you know, car order.com, you know, not Village Ford.
你知道的，他们把这当作一种威胁，你知道，你正在抢走经销商和顾客之间的关系，你知道，他们认为自己是从carorder.com购买了车，而不是Village Ford。
And we lose a lot of our, you know, value that we have on building that relationship for service and support.
我们会失去很多我们在建立服务和支持关系方面所拥有的价值。你知道的，这会对我们造成很大的损失。
And so, you know, Ford dealers came and said, stop partnering with them, partner with us. And that was the impetus of the creation of Ford Direct, which was a dealer manufacturer partnership.
因此，你知道，福特汽车经销商前来说，不要与他们合作，与我们合作。这就促使了福特直销的创立，也就是经销商与制造商的合作伙伴关系的起因。
So a lot of what I learned when we kind of had the opportunity to go over to start ship digital was, you know, based on if you do what's right by the dealership, you know, in the digital space, it's really going to benefit the manufacturer, ultimately, and such a competitive management.
在我们有机会开始使用数字化的船舶时，我学到了很多东西。基本上，如果你在数字化领域为经销商选择正确的做法，最终会对制造商有益，并且具有竞争力的管理方式会获得更多好处。
Explain to us what is, what is Ford Direct for anyone that doesn't understand like what does it for direct actually do?
向我们解释一下，对于那些不理解的人来说，什么是Ford Direct？Ford Direct实际上是做什么的？
Yeah, I, you know, it's been a while since I've been around Ford Direct, I've been at shift for 15 years, but, you know, Ford Direct was trying to take a very large network of car dealers, right?
是的，我，你知道的，我已经有一段时间没有在福特汽车直营店工作了，我已经在这个岗位工作了15年，但是，你知道的，福特汽车直营店试图建立一个非常庞大的汽车经销商网络，对吧？
And have them move in a similar direction, right?
并且让他们朝着相似的方向行动，对吗？
Very, very hard to do. Make them be excellent in digital, right? Digital was such a competitive advantage early on as traditional media dollars were starting to shift and customers were doing all their research online that, you know, the dealers, right? And they're so diverse. You know, I think it really needed help on what are best practices. What should I be doing? Where should I be focusing my dollars, right?
非常非常难做。让他们在数字领域表现出色，对吧？早期数字领域作为传统媒体资金开始转移和顾客开始在线进行所有调查的竞争优势非常明显，你懂的，对于经销商来说是如此多样化的。你知道，我认为他们真的需要帮助来了解最佳实践是什么。我应该做些什么？我应该把资源集中在哪里，对吧？
You know, how do I capture customers all the way to great? I got to lead the team through. Now, what do I do, right? The obvious is, well, of course you responded. There's so many nuances in just doing that. We've got so much data. We have access to how that, you know, dealers have higher close rates that respond between five and 15 minutes, right? Respond under five minutes. Your close rates lower. Why is that? It's almost as if people, people, people want to work with someone that's responsive. Yeah, they want to work with somebody that's responsive, but they also want somebody that takes the time to understand what they're asking for and have a very, you know, well thought response.
你知道吗，我要如何从一开始就吸引顾客到最后成功呢？我必须领导团队来完成这个任务。现在，我该怎么办呢？很显然，你会说，当然要回应顾客。但其中包含了许多微妙之处。我们拥有如此多的数据。我们可以得到这样的信息，就是回应时间在5到15分钟之间的经销商有更高的成交率。如果回应时间低于5分钟，你的成交率就会降低。这是为什么呢？似乎人们想要与一个负责任的人合作。是的，他们想要与一个负责任的人合作，但他们也希望对方花时间理解他们的需求，并给出一个经过深思熟虑的回应。
So now it tells us what does shift digital do, right? Compare that against the four directed, your evolution. What do you do at shift digital and explain this to me in like the simplest way possible?
现在它告诉我们Shift Digital具体做什么，对比一下你的发展方向。请用最简单的方式向我解释一下你在Shift Digital做什么。
Sure. Sure. I'll start by where the idea came from. Manufacturers in the 2000s, one, it started to realize like, our dealer networks get a lot of visits, websites, leads that are generated, et cetera. And we want to make sure that our customers are having the best experience and it was a very diverse experience across every lead that came in, every individual to a website. But they would, they would typically force the dealers to use a single tool. All four dealers back then had to use a tool called sales point as their CRM, right? They had one website that they all had to use and dealers as entrepreneurs are extremely competitive. They want the best tool that's in the market.
当然。我将从这个想法的来源开始说起。在2000年代，制造商开始意识到我们的经销商网络得到了很多访问、网站和销售线索的产生等等。我们希望确保我们的客户获得最佳的体验，但每个线索、每个访问网站的个体之间的体验却是非常不同的。然而，他们通常会强制经销商使用同一个工具。当时所有经销商都必须使用一个叫做Sales Point的CRM工具，对吧？他们必须使用同一个网站，而作为企业家的经销商非常有竞争意识，他们想要市场上最好的工具。
So where our light bulb came on is we said dealers are taking leads that go in the sales point and they're manually entering them into elite or dealer socket, right? Whatever tool they're using and they're working the customer there. Can we get the manufacturer, the transparency of data and give dealers choice on the best in market tools for them? That was where the light bulb really, you know, started for, for the idea of shift is if this can be applied across all the technology providers that, you know, a dealer utilizes, then you now get this marketplace of dealer choice with technology tools that are best in market, best in class. And the manufacturer gets access to data to make their media more efficient, that they're buying to understand the customer journey and ultimately it creates a better customer experience.
所以，我们的灯泡点亮的地方在于，我们说经销商正在接收进入销售点的潜在客户，并将其手动输入到精英或经销商软件中，对吧？无论他们使用的是哪种工具，他们都在那里与客户合作。我们能否向制造商提供数据透明度，并让经销商在市场上选择最佳的工具？这就是Shift理念的起源之处，如果这可以应用于经销商所使用的所有技术提供商，那么现在你就获得了一个经销商选择技术工具的市场，这些工具是市场上最好、最出色的。制造商可以获得数据访问权限，以使他们购买的媒体更加高效，并了解客户旅程，最终创造更好的客户体验。
So that idea came when Chrysler back in 2008, they were bought by Cerberus and they were trying to do things different, right? I don't know if you know the history of Chrysler, but, you know, they had a lot of different owners over the years, right? Going back to, you know, Daimler, Cerberus, you know, and, and the wheel continued its turn ultimately led to great partnership that they have in creating Stellantis. So back then they were struggling, right? The product wasn't necessarily that of close to where it is today and they needed a competitive advantage.
这个想法是在2008年的时候克莱斯勒被Cerberus收购并试图改变方式时产生的，对吗？我不知道你是否了解克莱斯勒的历史，但是他们多年来有很多不同的所有者，对吗？从戴姆勒到Cerberus，一直到最后的转机，最终导致了创造Stellantis的伟大合作伙伴关系。当时他们遇到了困难，对吗？产品不一定接近今天的水平，他们需要竞争优势。
So we came up with the idea and our founder, Steve St. Andra, who is a amazing visionary in this space, great mentor of mine was like, let's do for you what we think the entire industry needs and create technology vendors that are best in class and offer that to your dealer network. And five months later, they filed for bankruptcy, right? So as we started the company, myself and two other guys came over to join Steve, our only client. Wait, just, yeah, you're saying Chrysler, Chrysler, Chrysler, Chrysler filed for bankruptcy, right? They were the only client.
所以我们提出了这个想法，我们的创始人史蒂夫·安德拉（Steve St. Andra）是这个领域的杰出愿景和我伟大的导师，他说，让我们为您做我们认为整个行业需要的事情，并为您的经销商网络创建最佳技术供应商。五个月后，他们申请破产了，对吗？所以当我们创立公司时，我和另外两个人过来加入了史蒂夫，我们唯一的客户。等一下，你是说克莱斯勒，克莱斯勒，克莱斯勒申请破产了，对吗？他们是唯一的客户。
So the thing they, and they were, they were your only client. They were the only client. So the thing that you don't think about when, you know, you're, you're looking to do something new in your career is that, you know, an automotive manufacturer is going to go bankrupt. And we didn't know what that meant for us, right? But what we found is that we were the shining light in that building, right? We had a great value proposition and as they can have worked through bankruptcy, you know, Chrysler brought us along through that process and really held us up as something that is going to be a part of the new code, right? Because the value that we were creating with the dealers.
所以他们，他们是你们唯一的客户。他们是唯一的客户。所以当你考虑在职业生涯中尝试新事物时，你不会想到的是，你知道，汽车制造商会破产。我们不知道这对我们意味着什么，对吗？但我们发现自己是那座大楼中的耀眼之光，对吗？我们有一个很好的价值主张，随着他们度过破产的艰难时期，克莱斯勒将我们带进了这个过程，并真正将我们作为新代码的一部分。因为我们与经销商所创造的价值。
Just to recap that very very simply, right? I'm a dealer. I don't know what, you know, website provider, who's going to create my website, who's going to do, who's going to be my CRM, right? And I'm a four dealer in this sense or whatever, a GM dealer. You are the technological expert. That's the middleman, right? Or you're in the, in between the OEM, the car manufacturer and the dealer. And you're, you have the job of essentially saying, Hey, let me help you out. That is what I specialize in. Let me go find what is the best website solution for GM or four dealers. And once I find that, you know, assuming that the car manufacturer, Ford or GM or whoever approves it, you can then use this approved vendor at your dealership.
简单来说，我是一个销售商。我不知道，你知道，是哪家网站供应商会为我创建网站，是谁会成为我的CRM呢？而我是一个汽车销售商，或者说是一个GM的经销商。你是技术专家，就像一个中间人，你在OEM（汽车制造商）和经销商之间。你的工作就是帮助我，找到适合GM或者福特经销商的最佳网站解决方案。一旦我找到了，假设汽车制造商福特或者GM等批准了，你就可以在你的经销商店铺使用这个经过批准的供应商。
Yeah. Think about it as middleware, right? I think it's the better term. We build enterprise software that measures every click, every engagement, every lead, every dealer engagement to take all this data in and help the dealer understand what's the best technology provider for them, right? Choice was the main impetus for this of if you just have one provider as an OEM, you're essentially granting them a monopoly. And what happens in monopoly cost tends to go up support goes down. If you create the way we framed it up is a customized app store for dealers that's customized by every manufacturer on which dealer website providers that they choose to have in, which digital retailing providers, chat tools, trade in tools, right? The marketplace now is technologically enhanced, meaning we are measuring everything independently. We're taking the manufacturer data, build data, incentive data and integrating it into those technology providers so they can provide the best experience to the dealer and then ultimately the customer. And then we're independently measuring for two ways, right? One is, you know, who is best in class for what a dealership wants. And number two is to provide that data kind of blindly back to the technology partners that we have that say, look, your mobile experience is lacking versus these others that are out there.
是的。把它想象成中间件，对吧？我认为这个术语更合适。我们构建企业软件来衡量每次点击、每次参与、每次线索以及每次经销商参与，以将所有这些数据汇集起来，并帮助经销商理解对他们来说最好的技术提供商是谁，对吧？选择是这个项目的主要动力，如果你只有一个原始设备制造商作为供应商，实质上等同于给他们授予垄断权。而在垄断市场中，成本往往上升，支持降低。我们的构想是为经销商打造一个定制的应用商店，由每个制造商根据他们选择的经销商网站提供商、数字零售提供商、聊天工具、置换工具来定制。这个市场现在是技术增强型的，意味着我们在独立测量每一项内容。我们将制造商数据、构建数据和激励数据整合到这些技术提供商中，以便它们能够为经销商提供最佳体验，最终为客户服务。而我们还独立测量了两个方面的数据，一方面是谁是经销商想要的最佳产品类别，另一方面是将这些数据盲目地回馈给我们的技术合作伙伴，告诉他们：你们的移动体验相对于其他同行来说还不够好。
This is something your company should focus on. So the value proposition for us has to be a for the dealer and value that we're providing it getting the best in class integrated technology providers. The value for the brand, which is now aggregating all of this data to make them more efficient and then understand where they need to spend resources to help dealers that maybe are underperforming improve, but also importantly, the value proposition for this app store, right? All the technology providers that are in here to help their business improve, understand maybe where they need to innovate, maybe where they need to focus time on and ultimately take some, take some things off of their plate, like tier one support, right? That can overwhelm the company.
这是你们公司应该专注的事情。因此，对我们来说，价值主张必须是针对经销商并提供给他们最好的一流集成技术供应商的价值。对于品牌来说，聚合所有这些数据可以使其更加高效，并了解他们需要在哪些地方投入资源来帮助可能表现不佳的经销商改善，但同样重要的是，这个应用商店的价值主张，对吧？这里的所有技术供应商都有助于改善他们的业务，并了解他们需要创新的地方，也许需要在哪些地方投入时间，并最终减轻他们的负担，例如一线支持，因为这可能会给公司带来压力。
So people ask me all the time, you know, like dealers spend billions of dollars a year on marketing, right? It's just you watch, you know, just traditional television, YouTube. I mean, you'll see car commercial after car commercial. I think people are always wondering, you know, how does that actually work behind the scenes? So can you explain to us, you know, the tier one tier two tier three advertising and automotive? What do that even mean and how it sort of breaks down?
所以，人们经常问我，你知道吗，像经销商每年花费数十亿美元用于营销，对吧？你只需要看看传统电视、YouTube，你就会看到一辆接一辆的汽车广告。我想人们总是想知道，这在幕后到底是如何运作的？那么，你能解释一下汽车行业中的一级、二级和三级广告吗？这些术语到底意味着什么，它们是如何分层的呢？
Yeah, I'd say it's definitely evolved, right? Tier one advertising is where the brand generates, you know, advertising dollars and then spends that to drive traffic to the brand website. Many, many different ways. They typically have big tier one agencies, right? The brand being the car, the car manufacturer, manufacturer, right? Tier two is a group of dealers that get together in a market and maybe an individual dealer can't afford to, you know, buy, you know, a mass amount of TV. It's going to make it different so that the group gets together, you know, your, your Ford Metro Detroit dealers or, you know, there's so many different manufacturers that have a tier two association that pull dollars together. And then tier three is the individual dealer. I think the, the majority of innovation happens at tier three, right? Because they're targeting lower funnel and we've seen an evolution that where the dealers used to sit back and say, I'm just going to go buy leads, right? I'm going to buy leads from, you know, auto web, auto by tell who's, you know, now kind of, you know, gone to the wayside and I'm going to work these leads where we saw dealers should be spending their money is on attracting their own customers, right? Why outsource to somebody that's going to say you should buy a car from auto web and I'm going to get you a quote and I'm going to shotgun that to two or three or four dealers doesn't create the best consumer experience.
是啊，我可以说它肯定发展了，对吧？一级广告是品牌产生广告收入，并用这些收入将流量引导到品牌网站的方式。有很多很多种方式。通常会有大型的一级代理机构，对吧？在这里，品牌指的是汽车，汽车制造商，对吧？二级是市场上一群集中在一起的经销商，也许一个单独的经销商负担不起购买大量的电视广告时间。所以他们会组成一个群体，比如你们福特的散布底特律地区的经销商，或者其他有二级关联的制造商。然后三级是各个个体经销商。我认为大部分的创新都发生在三级，对吧？因为他们的目标是更加具体的销售环节。我们看到了一种演变，以前经销商们只是坐在那儿说，我只是要买些线索，然后从AutoWeb或者Auto By Tell这种网站购买线索，但现在这种方式不再流行了。我们看到经销商应该把钱花在吸引自己的客户上面。为什么要外包给某个人，他们会告诉你应该从AutoWeb这里购买车，然后给你一个报价，然后把这些报价发送给两三或四个经销商？这不会给消费者带来最好的体验。
As the dealer, you own the inventory, you set the pricing, right? You're best to sell that customer a car. So tier three has evolved tremendously. And I think one thing that we were able to do through accessing all this data was where are the best ways to spend your dollars, right? What are the best mediums to do? And that's a ball when we started this, our very first certified program, get access to all the co op funds, where dealers are spending their money.
作为经销商，你拥有库存，你设定价格，对吗？你最擅长向客户销售汽车。所以第三层级发展非常迅速。通过访问所有这些数据，我们能做到的一件事是确定如何最好地支配你的资金，对吗？哪种方式最有效？当我们开始我们的第一个认证计划时，就有了一个大球，可以获得所有合作资金的访问渠道，了解经销商如何花费他们的资金。
And 10 years ago when we launched our first, you know, digital advertising program, 80% of the dollars were being spent in display ads, right? Okay. There was a little known trick in display that the dealer would feel really good because they'd go to their Detroit news.com and, you know, they were actually being retargeted and they'd see their ad on the front page of Detroit news.com. What they didn't necessarily realize is that not everybody that goes to the Detroit news.com is seeing that ad, right? So a lot of money was spent there, but when you started looking at the results, there were way better areas to spend your money, namely search, you know, 10 years ago.
10年前，当我们推出我们的第一个数字广告计划时，80%的资金被投入到展示广告中，对吧？好的。在展示广告中存在一个很少被人知道的技巧，经销商会感到很高兴，因为他们会去底特律新闻网站上看到自己的广告出现在首页上。但他们可能没有意识到，并不是每个访问底特律新闻网站的人都会看到那个广告，对吧？所以在那里花了很多钱，但当你开始看结果时，有更好的地方可以花钱，尤其是在搜索领域，10年前就是这样。
So using all of this collective data to help dealers make better decisions on where to spend that next dollar was something that I think we help bring to the marketplace to move dealers away from inefficient digital spend, make them less reliant on, you know, third party, me generators and start to own their own market.
所以，利用所有这些集合数据帮助经销商做出更明智的决策，确定下一笔资金投在何处，我认为这是我们在市场上帮助推动经销商远离低效数字化支出、减少对第三方线索生成器的依赖，并开始拥有自己市场的一项举措。
I have to ask you a question. I mean, I don't think it's a, it's a shocker to you. If I tell you, I love marketing. I just, I were, to be more specific, I love the idea of finding a creative message that gets attention, right? From a consumer and, and creates an action. Like I just love that entire thing. It's super to me. That's like my creativity and I'm always, you know, look, I just like to observe that.
我需要问你一个问题。我的意思是，我觉得这对你来说应该不是什么意外。如果我告诉你，我喜欢市场营销。更具体地说，我喜欢找到一个引人注目的创意信息的想法，你明白吗？就是能够吸引消费者并引发行动的一个创意。我就是喜欢整个过程。对我来说，这就是我的创意，我总是喜欢观察。
Here's my question for you. Do those, you know, traditional OEM commercials actually work. Like what, you know, and you know, exactly what I'm talking about, you know, Nana, $99 and 99, and we're not 99. I'll say 999 nowadays with inflation. Do those actually work or is this just like a, we're stuck in this like habitual kind of bureaucratic OEM, like let's just spend spend spend on this brain advertising on the Super Bowl. What's your thoughts there as an insider?
这是我对你的问题。你知道的，那些传统的原始设备制造商的商业广告真的有效吗？就像你知道的，你也知道，我在说什么，你知道的，99美元和99，而我们不是99美元。现在随着通货膨胀，我会说999美元。这些广告真的有效吗？还是这只是我们固守于这种习惯性的官僚主义原始设备制造商，像在超级碗上花钱广告一样的情况。作为内部人员，你对此有何想法？
I think everything evolves and I'll be the first to say that I'm not an expert on traditional big tier one, you know, media dollars that are spent. I do think there's a halo effect that can be created with the right marketing of a message that's out there that trickles down. And that's one of the hard things about this industry is how do you attribute a Super Bowl commercial to actual leads and sales, right? Because you'll have a really big spike.
我认为一切都在不断发展，我将是第一个承认我对传统的一线大型媒体支出不是专家。我确实认为，通过正确市场推广一个传播出去的信息，可以产生一种光环效应，从而滋生更多效应。这正是这个行业中的一个难题，即如何将超级碗广告与实际的潜在客户和销售联系起来，对吧？因为你会看到一个巨大的飙升。
I mean, one of the realities is at any given time, you know, it's high single digit percentage of people are in market by a car. So obviously you're not spending the money on a Super Bowl commercial. Just to try to get those people to buy your car right then and there. It's something bigger and broader than that.
我的意思是，现实情况之一是，在任何给定的时刻，你知道，市场上只有个位数百分比的人在购买汽车。所以显然你不会把钱花在超级碗广告上，只是为了试图让那些人当场购买你的车。这是一件更大更广泛的事情。
I think that post COVID, you know, things changed a lot in the car business, right? Number one, we saw an industry that went from having to create a ton of demand to sell the inventory they had, right? 90 days supply, whatever the numbers were, but then all the way down to single digits. And, you know, I think that there was a lot of, um, thoughts that this was going to be sustainable, right? That just in time inventory and, you know, it brought up a lot of conversations around, you know, direct to sale. Uh, is that a better way to engage with a customer and a franchise model? And it didn't take long that manufacturing and supply chain ramped up.
我认为在疫情后，汽车行业发生了很大的变化，对吧？首先，我们看到一种情况，这个行业从需要创造大量需求来销售库存，对吧？90天的供应量，不管具体数字是多少，但现在降到了个位数。我认为当时有很多人认为这种情况可以持续下去，对吧？及时库存和与顾客直接销售之间产生了很多讨论。这样的方式更好地吸引顾客和使用特许经营模式吗？而制造和供应链的增长也很快。
And then all of a sudden we have, you know, this, this demand generation problem again, right? It's a very complicated ecosystem. So while I'm not qualified to say, does that Super Bowl commercial work for, um, you know, this big, ethereal brand, you know, building, I'm not qualified there, uh, from a dollar spent to how many cars that I sell the next week, that map typically isn't going to work, but I don't think that's the, yeah, it's a good way to put it.
突然间，我们又面临了需求创造的问题，对吧？这是一个非常复杂的生态系统。虽然我没有资格说这个超级碗广告对于这个大而抽象的品牌建设起到了作用，我在这个领域没有资格，从花费的每一美元到下周我卖出了多少辆汽车，这个模型通常不起作用，但我不认为这是一个好的说法。
You mentioned tier three, right? Being the marketing that dealers actually do themselves being just the most creative. I think it's creative or effective or used what there's a word used efficient. Yeah. What do you typically see, right? When it comes to just, you know, dealers advertising and, you know, delivering like a great customer experience, what do you typically see or what have you seen recently that maybe stuck out to you and like, wow, this is unique. This is novel or just, you know, this works super well in today's environment where, you know, inventory is starting to rebound for most manufacturers.
你提到了三级，对吗？我认为对于经销商自己实际做的营销，创意最为重要。我觉得它创意、有效，或者用一个词来说就是高效。对于经销商的广告和提供出色的客户体验，你通常会看到什么？最近你有看到什么非常独特、新颖的东西让你印象深刻，或者就是在当今环境下非常成功的作品，因为大多数制造商的库存正在开始恢复。
Um, you know, albeit rates are higher, which is, you know, has what a bit of a, uh, you know, it's a hindered sales in a way, but what are you seeing when it comes to just, you know, kind of unique marketing tactics that the others are using on tier three? You know, whenever I'm talking to dealers, I think that, you know, what definitely doesn't get presented by advertising agencies, what that is, all the things you can do for free, um, that is going to make a big, big difference.
嗯，你知道的，尽管利率较高，这在某种程度上会阻碍销售，但就你所见，其他第三层次的企业在营销上采用了什么独特的策略呢？每当我与经销商交流时，我认为广告公司绝对没有提供的是，所有你可以免费做的事情，这将会产生很大的影响。
And that starts with what is consumer facing your website, right? I think we learned a lot from Tesla and Carvan. And I would point even more to work, Carvanna of really being a pioneer in merchandising the piece of inventory, right? These great 360 shots with hotspots that built trust with the customer. Oh, there is a ding here or a dent there, right? That, that how important that was merchandising the inventory, creating content locally, right?
这就从你网站上面面接触消费者的内容开始，对吧？我认为我们可以从特斯拉和Carvan那里学到很多。而且我更愿意指向Carvanna作为商品销售领域的先驱。他们通过用热区设计的360度图片建立了与消费者之间的信任。例如，在这里有一个刮痕或一个凹痕，对吧？这就是商品销售中内容的重要性，以及在当地创造内容的重要性。
You could have a post on X and if you only posted, you know, once every two months, it wouldn't be that interesting. Same thing for a dealer website. If you're just leaving it static and you're not writing something about you as a dealership and the difference you make, I mean dealers are, I think the most phenomenal entrepreneurs in almost any industry. They're not just franchisees, right? Their lifeblood is this dealership and they're some of the most creative people in the world putting the time and effort into exuding that personal relationship you have with the community, right? Dealers are so active in their community. You need to get, take credit for that in this consumer experience, right? You're not just selling this commodity of a car. You're selling what you are, you know, in the community.
如果你只是每隔两个月发布一篇关于X的帖子，那也不会那么有趣。经销商的网站也是一样。如果你只是将其保持不变，并不写一些关于你作为经销商以及你的独特之处的内容，我觉得经销商是几乎所有行业中最了不起的企业家。他们不仅仅是加盟商，对他们来说，经销商是他们的命脉，是一些世界上最有创造力的人，他们花费时间和精力来展现他们与社区之间的个人关系，对吧？经销商在他们的社区中非常活跃。你需要在这种消费体验中获得对此的认可，对吧？你不只是在销售一辆汽车这样的商品，你在销售的是你在社区中的身份。
So there's so many free or low cost things that a dealer can do before they even decide to spend about that, you know, spend that first dollar. I think it's important to understand data. I've gone to, you know, some different 20 groups and you kind of see the variety of reports that come in that they, you know, go all the way from a spreadsheet to things written down on paper to more advanced and actually having a dashboard. I think understanding the traffic that you're getting, where it's coming from and ultimately how it's performed. You don't have to measure everything down to a sale. I mean, that's obviously the best if you can do that.
所以在一个经销商决定花费一美元之前，有很多免费或低成本的事情可以做。我认为理解数据非常重要。我参加过一些不同的20个团体，你可以看到各种报告，从电子表格到纸上记录再到更高级的仪表板。我认为理解你所获得的流量、它来自何处以及最终的表现非常重要。你不必把每件事都量化到销售的程度，当然如果你能做到那就最好了。
But we see like you're, you're in the business of selling new CPO and use cars. Who's going to those pages, right? The vehicle detail page is probably one of the most important indicators of what your demand truly is. And the variability of how people engage with the VDP is tremendous. If you have a stock image on there, guess what? Somebody's not going to go through a digital retailing process and put down a deposit and buy that car. You know, unless it's something that's, you know, super, super popular and you know about, but for the average car, they want to see the car. They want it to be a then specific experience. They want to see that's the actual car. If it's in transit, this is what's coming. So that experience that the dealer can create, I think, is the most important for you invest in first dollar.
但是我们看到你们的业务是销售新的CPO和二手车。是谁去浏览这些页面呢？车辆详细页面可能是你们需求真实情况的最重要指标之一。人们与VDP（车辆详细页面）互动的变化很大。如果那里只有一张库存图片，猜猜会发生什么？有人不会通过数字零售流程、支付订金和购买那辆车。除非它是某种超级流行且你知道得很清楚，但对于普通车辆而言，他们想要看到实车。他们想要有一个具体的体验。他们想要看到车辆的真实状况，如果车辆还在运输中，他们想要知道即将来临的情况。因此，经销商可以创造的这种体验，我认为是你们首要投资的地方。
Do you think it all else being equal? Do dealers have the tools to compete with the likes of Carvana from a technological perspective? What's your opinion on that?
Absolutely. I take it back just to this community of dealer entrepreneurs and this amazing vendor network that is in automotive. And to be clear, I'm not referring to like, you know, competing on an inventory, finding none of that strictly technological. All the technology that exists in Carvana is available to the dealer community today. Right. The inventory merchandising tools, right? The ability to really express what that piece of inventory is, the financing, the engagement with the customer and a digital retail experience. Do I want to have it delivered to my house? Do I want to, you know, walk into the dealership and buy an integration with all the after sales and finance tools? It's an extremely complicated, you know, technological process, but the vendor community and putting it all together, right? And that's part of what shift is, right? In these, you know, manufacturer, dealer, partner, app stores that we created, right? Our goal is to make sure all the vendors are walking together and talking together, that the data is being shared.
你认为一切都相等吗？从技术角度来看，经销商有能力与Carvana等公司竞争吗？你对此有什么看法？
当然。我只是针对这个经销商企业家社区和汽车行业中令人惊叹的供应商网络，做出这样的评论。需要明确的是，我指的不是像竞争库存或寻找库存这样的事情，而是纯粹从技术的角度来说。所有Carvana存在的技术，今天都可以供经销商社区使用。对的。包括库存营销工具，真正展示库存物品的能力，融资能力，与客户进行互动和数字零售体验的能力。我想要把它交付到家吗？还是我想要走进经销商店面购买，并与售后和金融工具进行整合？这是一个非常复杂的技术流程，但是供应商社区可以将它们整合在一起。这也是Shift的目标之一，也就是我们所创建的制造商、经销商和合作伙伴应用商店。我们的目标是确保所有供应商共同合作，共同交流，共享数据。
And I think that's one of our biggest value propositions because you'll have some vendors that want to have their own ecosystem. Like the only way you can get this, you know, really great experience is if you use all of my tools. But again, was looking all the data, what we've learned is the best website provider, isn't necessarily a best chat tool provider, isn't necessarily the best digital retailing provider, and probably doesn't build the best CRM. A dealer wants the best of every category. And that constantly changes. So it's getting all of the data to work together. What do you think about this trend of the leading Sir Automotive, you know, software and services companies integrating lots of different software under, you know, one umbrella, right?
我认为这是我们最大的价值主张之一，因为有些供应商希望拥有自己的生态系统。就像你只能通过使用我所有的工具才能获得这种非常好的体验一样。但是根据我们所了解到的所有数据，最好的网站提供商未必是最好的聊天工具提供商，最好的数字零售提供商，也不一定构建了最好的CRM系统。一个经销商希望每个类别都有最好的产品。而这种需求不断变化。所以需要让所有数据协同工作。你对领先的汽车软件和服务公司将许多不同的软件整合在一个总部下的趋势有何看法呢？
CDK, cars, commerce, Cox, I am an investor in cars commerce. I really believe in Alex's vision and what the team over there is building for the industry and frankly, their tools. But I'm curious to know how you think about that, right? Putting everything together under one umbrella with, you know, as I alluded to, right? Creating an experience that's connected. That's ultimately, it's easier for people to buy a car. It's easier for a dealer to sell a car, which is all.
我是一位在汽车商业领域进行投资的人。我真的相信Alex的愿景以及他们团队在这个行业所建立的东西，也包括他们的工具。但是，我很想知道你对此的看法，对吗？将所有东西都统一在一个集团下，创造一个连接的体验。最终，这将使得人们更容易购买一辆车，也更容易销售一辆车。这就是我所期望的。
So there's two ways to do it, right? There is a way of saying that we're going to continue to invest in this umbrella and we want the value of that suite to be the best for the dealership, right? And two ways to do it. You can forcefully push that down that all of these integrations are only going to happen if you check all of Oxes of me as this big technology firm or you can say, we're going to continue to invest and build and buy companies to have this vision of, you know, a suite of products. And I do think if there's something better out there for the dealership that will integrate, right? Yeah, we'll connect with that tool. It should make them better because if dealers are saying that, hey, you know, and Alex I've known for, you know, over 20 years and that makes you build a phenomenal vision of having this integrated stack. It makes you better if you find tools that you've invested in that maybe aren't best in class that dealers are selecting to use. Okay, we need to get better in this specific area. So I think that dealers always want the best in class for every product that they bought. And as that connected network can ultimately reach that vision, which a lot of big companies have been working and spent a lot of money for a really long time on this utopian vision. If that can eventually get there, I think it'll be what's best for the dealer. Right now, I think everybody has a lot of work to do.
所以，有两种方法可以实现这个目标，对吧？一种方法是说我们将继续投资这个整体，希望这套产品对汽车经销商来说价值最大化，对吧？而要实现这个目标有两种方式。一种是通过强制要求，只有在你作为一个大型科技公司满足了所有要求时，所有这些集成才会发生；另一种方式是说，我们将继续投资、建设和收购公司，以实现我们对一整套产品的愿景。我认为，如果对汽车经销商来说有更好的集成工具，确实能够提升他们的价值，对吧？是的，我们会与这种工具进行连接。如果经销商表示，嘿，你知道的，我们认识了二十多年的亚历克斯，这让你建立了一个拥有完美集成解决方案的壮丽愿景。如果你发现那些你投资的工具可能不是最佳选择，但经销商选择使用它们，那我们就需要在这个特定领域变得更好。所以我认为，经销商总是希望他们购买的每个产品都是最好的。而当这个互联网的网络最终实现了那个愿景时，这个已经有很多大公司一直在努力并投入了大量资金的乌托邦愿景，我认为这将是对经销商最有利的选择。现在，我认为每个人都有很多工作要做。
And I think more open source is the best way to create the best products for a dealer. First, so you're clearly the expert here to be clear. I think where I agree with you, I think the I green concept. The one thing where I partially disagree is you look at a company that kind of put everything together like Carvana, right? I use that as an example because they do have a great mousetrap. And I think that even if certain elements are maybe subpar to, you know, another service that's out there in the market, I think the fact of having everything integrated, the net benefit of that is so substantial that I would almost be willing to live with, you know, a chat tool. That's a, you know, not as great or whatever, because I know everything was done for me kind of seamlessly. I didn't have to, you know, click through so many different tools, websites and whatnot. But I totally agree with you. Like it needs to, and if you don't have such a substantial, you know, increase in the customer experience of having everything be together, then it, the trade off might not be worth it. Yeah, it's, it's definitely a utopian vision that on paper makes a lot of sense. And even if, you know, Cox and cars.com, you know, can't get to that perfect utopian. I still think what they're building for dealers that see value and it adds a lot of, you know, value on, you know, having everything in a single stack and being integrated. It's really tough to do when you're a dealer group, you've got multiple franchises and you've got, you know, different, different ways of doing business. You know, some dealer groups are going to more centralized, you know, mandated tools across the board. Other dealer groups still say, like my GM is going to be the best for this specific manufacturer to know which tools are working best. So there's a lot of components at play that may, you know, single stack tech service for a dealership, you know, you know, very hard to kind of achieve that, that utopia.
我认为更多的开源软件是为经销商创建最佳产品的最佳途径。首先，你显然是专家，我同意你的意见。我认为“绿色概念”是正确的。我不完全同意的一点是你看看像Carvana这样的公司，他们将一切整合在一起。我使用它作为一个例子，因为他们确实有一个很棒的解决方案。我认为即使某些元素可能不如市场上的其他服务好，但一切整合在一起的事实，整体效益是如此巨大，以至于我几乎愿意接受一个不太好的聊天工具，因为我知道一切都是为我无缝地完成的。我不需要在不同的工具、网站之间点击那么多次。但是我完全同意你的观点。如果整合驾驶经验的显著提升不像想象中的那样重要，那么可能得不偿失。是的，这绝对是一个理论上听起来很有道理的乌托邦愿景。即使Cox和cars.com无法实现完美的乌托邦，我仍然认为他们为那些看到价值并且让经销商受益很多的提供商正在建设的东西是有价值的，将一切整合在一个平台上。但是，当你是一个经销商集团时，这个工作确实很难，你有多个特许经销商，以及不同的经营方式。一些经销商集团正在更多地采用中央集权的工具，其他经销商集团仍然认为我的总经理对于该特定制造商来说是最好的，他知道哪些工具最有效。因此，有很多因素需要考虑，可能很难实现为经销商提供单一堆栈技术服务的乌托邦。
I think my favorite, my favorite question to always ask is, you know, who's your customer and how do you make money? Yeah. So, you know, our customer is three, three, you know, the three, like, it's still the dealer, the manufacturer and the technology vendor marketplace, right? And we have to have, and we do have a value proposition for each one of those, right?
我认为我最喜欢的问题就是，你知道吗，你的客户是谁，你是如何赚钱的？是的。所以，你知道，我们的客户有三个，就是经销商、制造商和技术供应商市场，对吧？我们必须为每一个客户提供价值主张，而且我们确实做到了。
We make money because we do something that's very difficult, right? Building enterprise software is very boring. It's not some flashy consumer facing widget that, you know, gets all the attention. It is having thousands of integrations with manufacturers, these technologies, enders, dealers, et cetera, that there's nothing real sexy about it until you start to realize what it can do.
我们赚钱是因为我们做的事情非常困难，对吧？构建企业软件非常乏味。它不像那些抢眼的面向消费者的小工具那样吸引所有人的注意力。它需要与制造商、技术、分销商等进行数千次的集成，对此并没有什么特别吸引人的地方，直到你开始意识到它的潜力。
And bringing all this data together can make that whole technology vendor marketplace that ultimately services the dealership better and more efficient. And we're seeing that now with kind of our shift 2.0, you know, first party data engine, where we're able to take customers that are shopping on brand website, right? That dealership would never have access to and be able to create an audience and push that to that dealer in their local market, right? So if somebody goes to, you know, brand website dot com as a dealer, I don't know that. They're in my market and they're shopping for a vehicle that I have in inventory. Using all this data and these connections together, you can add value to the dealership and something they could never get from an individual vendor.
将所有这些数据聚集在一起可以使整个技术供应商市场变得更好、更高效地为汽车经销商服务。现在我们正在看到这种情况，通过我们的2.0版本，也就是我们的第一方数据引擎，我们能够利用购物于品牌网站上的客户，而这些客户是经销商本来无法接触到的，我们可以为他们创造一个受众群体，并在他们的本地市场推广。所以，如果有人在品牌网站上购物，作为一个经销商，我是不知道的，但是他们正在我这个市场上寻找我库存中有的车型。通过整合所有的数据和连接，你可以为经销商增加价值，这是他们无法从单个供应商那里得到的。
So that's the goal is all three, you know, create value propositions for. And yeah, the way we make money is by providing value. I mean, if you know automotive, we go through very rigorous automotive purchasing protocol where it's typically triple bid and, you know, we have to, you know, compete on value, our innovation, constant innovation. Nothing's ever stagnant and, you know, show that we're the best in the industry. And it's worked so far. We've got, you know, 80% of the automotive industry is as clients and, you know, we work directly or indirectly with about 16,000 franchise dealers today. It's incredible.
所以，这就是我们的目标，是为这三者创造价值主张。是的，我们通过提供价值来赚钱。如果你了解汽车业，我们会遵循非常严格的汽车采购流程，通常是三次竞标，我们必须在价值、创新和持续创新上展示出竞争力。没有什么是永恒不变的，并且我们要展示出在这个行业中我们是最好的。到目前为止，这一策略取得了成功。我们约有80%的汽车行业是我们的客户，今天我们直接或间接地与大约16,000家特许经销商合作，这是不可思议的。
It seems to me like you, you are almost like a, you know, a digital auction. I could sit, not, you know, actually an auction, but it's incredible how, you know, you have sort of, you know, centralized this, you know, just trusted source able to provide the software to dealers able to help the OEMs vet. And, you know, something that you wouldn't even think exists until you have this conversation.
在我看来，你就像一个数字拍卖一样，我可以坐着，不是真正的拍卖，但你把这个过程集中起来，成为了一个可信赖的软件供应商，能够帮助OEM公司进行筛选。在我们进行这次对话之前，你可能根本不会想到这样的存在。
And so on that, on that topic, you know, what does for people that say like, hey, direct to consumer, right? Like let, you know, let the OEMs, let the car manufacturers sell vehicles directly. What's your, what's your take on that? Like what is the risk with that kind of model, right? Because even right now maybe OEMs are not selling vehicles directly, but they are, you're obviously vetting the software for them indirectly. So what does that world look like? You know, what is the risk associated with that type of model?
对于这个问题，你知道，在这个话题上，那些说像“直接面向消费者”、“让原始设备制造商、汽车制造商直接销售”这样的人，你们是怎么看的？你们对这种模式存在的风险怎么看？因为即使现在OEMs并不直接销售汽车，但你们显然是在间接为他们的软件进行审核。那么这个世界会是怎样的呢？这种模式有什么风险？
You know, obviously the big buzz word is customer experience, which is such a broad, you know, term, but something that that we think has come out of this perception that Tesla created a better customer experience by, you know, selling directly. And when you pull that apart is, you know, what was it? Was it the product? Was the, the experience of Tesla had a dealer network where they have been just as successful. And I think that it was the perceived experience, right? When you buy a Tesla today, it, you don't just click a button and it shows up at your house, right? There are phone calls, there's going to their retail outlet, there's paperwork that you have to sign. It's still such a very complicated transaction that happens.
你知道的，显然大家谈论的最热门的词汇就是顾客体验，这是一个非常广泛的术语，而我们认为特斯拉通过直接销售创造了更好的顾客体验，这种看法已经得到认同。当我们细细分析这一点时，那么问题是什么呢？是产品吗？还是特斯拉经销商网络给人带来的体验也同样成功。我认为，这是一种被认知的体验，对吗？当你购买特斯拉时，你不只是点击一个按钮然后产品出现在你家里，对吗？这其中还涉及电话交谈、前往他们的零售店、签署文件等等。这仍然是一个非常复杂的交易过程。
And I think that the vendor community has saw that as that's where we need to get to. And the only way to get there and we're making a ton of strides in doing it is manufacture and dealer trust in creating that experience. And that trust includes sharing data, not just capturing data from the dealer and the manufacturing use it, but pushing data from the manufacturer down to create this experience. And I think we'll see we have some, you know, integrative programs that are launching that still give dealers choice in digital retailing and has a shared experience on. Brand site.
我认为供应商社区已经意识到这点，即这是我们需要达到的目标。而要达到这个目标的唯一途径，我们正在采取大量措施的是通过制造商和经销商之间的信任来打造这种体验。而这种信任包括不仅仅是从经销商那里获取数据并将其用于制造商使用，还有从制造商那里获取数据来打造这种体验。我认为我们将会看到我们还有一些整合性的计划在推出，这些计划仍然给予经销商在数字零售方面的选择，并在品牌网站上共享体验。
And so that, any perfect deal that you generate, right, goes down to the dealer and the dealer is still the one in control of the pricing, selling all their after sales and aftermarket products and financing and control and that. So the partnership and having that trust together is going to be the competitive advantage to leads to that same experience for the customer as DTC has today.
因此，任何你产生的完美交易，对吧，都会提交给经销商，而经销商仍然掌控着定价、售后产品、市场售后服务、融资以及控制等。因此，合作伙伴关系以及建立起的信任将成为竞争优势，使顾客能够获得与直销渠道今天提供的同样体验。
Do you think it's still DTC truly or is it sort of like that perceived consumer experience? I think it's the perceived consumer experience that the franchise and OEM model to get to that rivals, that direct consumer perceived experience.
你认为这仍然是真正的DTC，还是更像是那种被感知的消费者体验？我认为这是通过特许经营和原始设备制造模式获得的与竞争对手相媲美的，直接面对消费者的被感知体验。
I think that one of the things that, you know, and we're going to see it, right, and we're seeing it right now is part of direct consumer ease with Tesla and Rivian is that there was way more demand. And there was supply. And that is starting to show cracks, right? If you're Tesla, what kind of cracks? What do you say that? What kind of cracks? You don't have a franchise dealer network, right?
我认为，你知道的，而且我们会看到这一点，是Tesla和Rivian存在一种直接消费者的便利性，也就是说他们有更多的需求，而供应却不足。而这种供需不平衡正在开始暴露出问题。如果你是Tesla，这种问题会表现在哪些方面呢？你肯定没有专营经销商网络，对吧？
Franchise dealers and entrepreneurs know their market better than anybody. And they know how to price a vehicle, how to price a trade-in and how to, you know, incentivize the customer to go through and that transaction. I think a challenge is it's your direct consumer and you've got one price, right? If you're not moving those vehicles, you have to drop that price across the board. You might not need to have dropped it in California, right? That is very interesting. But you maybe needed to drop it in, you know, Wisconsin because, you know, the battery range was not getting what it did in the winter in California. That is extremely interesting.
特许经销商和企业家比任何人都更了解他们的市场。他们知道如何定价车辆，如何评估以旧换新的价格，以及如何激励顾客进行交易。我认为一个挑战是，作为直接的消费者，你只能有一个统一的价格，对吗？如果你的车辆没有销售出去，你必须降低所有车辆的价格。也许你并不需要在加利福尼亚降价，对吗？这非常有趣。但是你可能需要在威斯康星降价，因为电池续航里程在威斯康星的冬天可能不如加利福尼亚。这非常有趣。
And you're saying, and you know, my just common sense tells me that you can't, as an OEM, you can't regionally kind of segregate pricing because that's probably goes against like FTC regulations and whatnot. But as a dealer, you could discount the car locally. Oh, totally, right? I mean, again, dealers know that, okay, I need to move this car. It's been on my lot. They are entrepreneurs. They know their market better than everybody. They know that if they get that car out the marketplace, they've got, you know, a good relationship to customer, get them back in service and, you know, they want to continue to get more units in operation in their market to feed fixed operations and see the business. So nobody can do that better than the entrepreneur, which is that franchise dealer that's in their market.
你的意思是，我的常识告诉我，作为原始设备制造商，你不能在地区上对定价进行分割，因为这可能违反了联邦贸易委员会的规定等等。但作为经销商，你可以在当地对车辆进行打折销售。是的，完全正确。经销商知道，他们需要销售这辆车。它一直在他们的车场上。他们是企业家，他们比任何人都了解市场。他们知道，如果他们将这辆车从市场上销售出去，他们就能与客户建立良好的关系，并继续为他们提供服务，同时他们也希望在市场上继续销售更多的车辆，以满足维修服务和经营的需求。因此，没有人比市场上的连锁经销商更擅长这样做，他们就是企业家。
Have you seen any dealers like harness the power of organic social media very, very well from a business to, you know, to generate business? I think that, you know, probably one of the biggest untapped resources that a dealership has is taking a step back from just advertising and leveraging the personality of the owner operator of that store. There's so many phenomenal operators that are out there.
你见过哪些经销商能够非常非常善于利用有机社交媒体的力量来促进业务发展吗？我认为，从一个经销商的角度来看，可能最被忽视的资源之一就是在仅仅做广告之外，发挥店主/运营商的个性特点。市场上有如此多了不起的经营者。
And I think it's similar to you in what you did on X on having something that's relevant to say to your audience. You know, a general manager at a store that, you know, knows their local market, they might be better served, right? Having, you know, getting active on X, getting active on different social media channels to really talk about what they're doing in their community and, you know, how they make a difference. And, you know, leveraging testimonials and whatnot through people, right? But it's a big leap for a lot of people, right? A lot of people don't like to put themselves out there. They stand behind the dealership. It's quite honestly, it's what we did in shift. We stood behind the brands that we were servicing and never really got out and had our own voice out in marketplace. So I think that there are some very vocal progressive dealers that have a lot of great things in their community to talk about that.
我认为在X上，你做的事情与我相似，就是要给你的受众一些相关的事情来说。你知道，一家店的总经理，了解他们的本地市场，他们可能会更好地服务，对吧？他们可以在X上活跃起来，活跃在不同的社交媒体渠道上，真正谈谈他们在社区中的所做所为，以及他们如何产生影响力。而且，也可以通过人们的证明来加以利用，对吧？但是对很多人来说，这是一个很大的飞跃，很多人不喜欢把自己暴露在外。他们只是站在经销商的背后。坦率地说，这就是我们在Shift所做的。我们一直站在我们服务的品牌背后，从来没有真正在市场上展示自己的声音。所以我认为，有一些非常积极主动的经销商在他们的社区中有很多可以谈论的好事情。
If they took that leap, they would see, you know, phenomenal results and how the brand is perceived locally. Yeah, I had Rick, I had Rick Reicard on the podcast a month or two ago. He does a pretty nice job on YouTube. I was pretty impressed. Just, you know, creative stuff. But I do agree with you, like organic. It's so powerful. Like I see it every day. People DM me, you know, like, Hey, I want to buy a car from you. Like, nope, can't help you. Like, this is, you know, this is a very focused here.
如果他们（指某人）冒那个险，他们会看到，你知道的，了不起的结果和品牌在当地的印象。是的，一个月或两个月前，我在播客中采访了里克•雷卡德。他在YouTube上做得相当不错。我印象深刻。只是，你知道的，创意的东西。但我同意你的观点，比如有机的。它非常强大，我每天都看到。人们私信我，你知道，说：“嘿，我想从你这里买辆车。”然后我说，“不行，我不能帮你，因为我们这里非常专注。”
And I think part of the ethos of car dealership guy that I've sort of developed is I want to actually benefit, you know, everyone, not like one specific, you know, dealership or dealer group. Hence why I do these things that, you know, kind of, you know, help just lift all the dealers, not, you know, just myself or anything like that.
我认为作为汽车销售员的一部分道德准则，我已经形成了一种想要真正使每个人受益的想法，而不仅仅是某个特定的经销商或经销集团。因此，我会通过一些举措来帮助所有的经销商，而不仅仅是我自己或其他人。
But it is, it is very powerful when you, when you provide entertainment or like educational content or both, or you do, you know, combine to provide entertainment. And educational content in one. It's pretty, it's pretty crazy how it works.
但是当你提供娱乐或教育内容，或者两者结合时，它确实非常强大。同时在一个平台上提供娱乐和教育内容，这是相当令人惊叹的。
I'll tell you a funny story. I tweeted about Buick's, you may have seen this like, it was in the beginning of the year. I think it was January, February, I tweeted and I was like, there was a stat that Buick's are, you know, crazy day supply. So just me putting like my personality on it. I, I, and we'll pull it up on the screen here. Johnny, the producer can, you know, show up on the screen as I'm saying this. But I was like, you know, Buick's are so, you know, you know, XX day supply. They're, they're rotting on Carlos, like trash. You can score a deal on one if you're not embarrassed to be seen driving in a buke. And it was, it was meant to be like a joke, but the thing went viral. I think it did like 3 million impressions. And I had people, people sending me messages like I'm going to buy a Buick. I'm going to buy a Buick. And it was just a combination of delivering a real insight, which is that there was an oversupply of Buicks relative to demand. And adding the entertainment factor, which was, you know, it was, it was pretty like provocative kind of somewhat sarcastic, but it worked very, very well.
我会告诉你一个有趣的故事。我在推特上发了一条关于别克的推文，你可能看到过，应该是在年初的时候。我记得是一月或者二月的时候，我发了一个推文，大概就是说别克现在供应超过需求，所以我就加了一些个人风格上去。我们可以在屏幕上显示出来，制作人约翰尼可以在我讲述的同时展示出来。但是我说的是，你知道，别克现在的库存超级多，就像垃圾一样严重浪费。如果你不介意被人看到开别克的话，你完全可以淘到便宜货。本来这只是个笑话，但结果它突然爆红了。我觉得它被曝光了300万次左右。我收到了很多人发来的消息，说他们要去买一辆别克。这主要是因为我既传递了一个真实的见解，也加入了一些娱乐因素。可能有点挑衅和讽刺，但效果非常好。
So I just can't recommend it enough to your point, just kind of putting yourself out there. Whatever platform also feels most natural to you, you know, to me, X felt most natural because I, I like writing and kind of piecing my thoughts together and whatnot. I'm less of a, you know, video person. But I do see lots of salespeople and stuff and other dealers that are more active on TikTok and these other platforms. And so I think, you know, to your point, it's very, it's just still a great opportunity. If you can put yourself out there, not be embarrassed, scared, and, you know, see kind of what works with the audience.
所以，我真的强烈推荐你去尝试一下，不管你选择哪个平台，只要觉得最自然的，对我来说，X平台最自然，因为我喜欢写作和整理思绪之类的。我不太擅长录视频。但是我确实看到很多销售员和其他经销商在TikTok和其他平台上更活跃。所以，我认为，你说得对，这还是一个很好的机会。只要你能够毫无保留地展示自己，不感到尴尬、害怕，然后看看哪种方式适合观众反应。
I think, you know, one of the benefits I have in this community that I'm in is, you know, when I want to buy a car, I know so many dealer owners, right, that I can shoot attacks to or, you know, Ensky, they better give you a good deal or the price goes up. The reality is, I don't know if I'm getting a good deal or not, but just having that direct link where they're like, here's my trade. And they're like, okay, here's the value for it. Now, I'll be honest, like I did send a car to like two different really close friends of mine and the value difference is about a $10,000 difference on the trade it, right? But for me, it's, if you could expand that experience to your entire customer base, now not that a dealer principal is going to respond to every customer. But if I'm a dealership and I'm out there and it does build that trust, boy, that's such an advantage. And quite honestly, people probably pay a little bit more money if they have that trust relationship. So many dealers do such a great job in doing it. I think social and putting them out themselves out there personally is probably a good medium for them to explore.
我觉得，在我所在的这个社区里，我有一个好处，就是当我想买车的时候，我认识很多车行老板，对吧，我可以向他们发起攻击，如果他们不给我一个好报价的话，价格就会上涨。事实上，我不知道自己是否得到了一个好报价，但是有这种直接联系的机会，他们会给我评估我的交易，他们会告诉我它的价值。现在，老实说，我确实将车辆交给了我两个非常要好的朋友，而他们估值的差异大约为1万美元不等，对吧？但对于我来说，如果你可以扩展这种经验给你所有的客户，现在并不是车行老板会对每个客户都做出回应的意思。但是，如果我是一家车行，我在外面，它确实能建立起信任，这是非常有优势的。而且，坦白地说，如果有了这种信任关系，人们也可能愿意多付一点钱。很多车商在这方面做得非常出色。我认为，社交媒体是他们探索的一个好的媒介。
What does the world look like if Shift Digital didn't exist? There's a power struggle between fenders that get really, really, really big and new innovative companies that can't break in to that world. Right? If you think about it, right, you talk about cars.com and, you know, hacks automotive, they can get an audience with any manufacturer for the most part, right? And talk about vision and, you know, how they benefit, you know, dealers in the manufacturer. But full path or or be or, you know, these startups that are truly, truly innovating, you know how hard it is for them to get audience at a manufacturer. I think that what we've been able to do is create a voice for innovation that not only helps that entrepreneur, but if they had to think about starting a company and didn't go into a network like Shift, where we've got distribution built in, if they have a good product, I've got a higher salespeople. I've got a higher dealer support people. I've got to invest all of this, you know, in a market today, which money is really, really, really hard to come by, hard to get inexpensive. I think we provide that value for innovation. And I also think bringing those options into the app stores, the certified programs that we create, push the big ones to do better.
如果Shift Digital不存在，世界会是什么样子？轮子制造商之间将会发生激烈的权力斗争，形成一个非常庞大的势力，而那些新创新公司将无法打入这个领域。对吧？你可以想想，对于像cars.com和hacks automotive这样的公司来说，他们大部分时间都可以与任何制造商见面，对于愿景以及如何对经销商和制造商有利进行谈论。但对于那些真正进行创新的初创公司来说，要想得到制造商的关注有多么困难。我认为我们所能做的就是为创新创造出一种声音，这不仅有助于那些企业家，而且如果他们不像Shift这样进入一个网络，我们已经建立了分销渠道，他们要考虑创办一家公司是多么困难，需要雇佣销售人员，需要雇佣经销商支持人员，需要在一个今天市场上非常难以获得资金的地方投资。我认为我们为创新提供了这种价值。我认为我们还把这些选择带入了应用商店和我们创建的认证计划，推动那些大公司做得更好。
So I think if we work with distribution, the distribution, it's all about distribution. If we did not exist, I think that the dealer ultimately would not have as much innovation that they see in best end and get a lot of benefit. Prices rise and prices rise, right?
所以我认为如果我们与分销合作，那就是关于分销的事情。如果我们不存在，我认为经销商最终将无法获得在最好的终端看到的那么多创新，并从中获益。价格会上涨，对吧？
Tell me more about, I'm curious when you think about just the change in technology, a dealership's AI. I'm going to have to assume you're in the forefront of this.
告诉我更多，当你考虑到技术的变革，以及车行业中人工智能的应用时，我很感兴趣。我猜想你们在这方面处于前沿地位。
In some extent, are you seeing anything actually work that's changing the dealership experience, anything on the AI front?
在某种程度上，你是否看到有什么真正有效的事物正在改变经销商体验，例如在人工智能领域有任何进展吗？
Yeah. I mean, look, everybody's going to say they use machine learning and AI and all the book buzzwords that are out there. I think for us at the enterprise level, it's very bad. It was like 2023 hit. It was 2023 started and everyone's website updated. Right.
是的。我的意思是，看，每个人都会说他们使用机器学习和人工智能以及所有流行的热词。但我认为对于我们企业级而言，这非常糟糕。就好像突然到了2023年一样，每个人的网站都更新了。
Exactly. We're all AI and look, AI is built into a lot of developer tools that a lot of companies use. So it's easy to say that you use it. What are you using it for?
没错。我们都是AI，看吧，AI已经被集成到很多公司使用的开发者工具中。所以很容易说你正在使用它。你是用它来做什么呢？
From our standpoint, we're looking at billions of interactions and engagements on brand and dealer websites every month. How do you take all that data and make sense out of it into customer journey, attribution, spending extra amount of dollars over here? What am I bringing to my dealer website? How are they performing? You have to use AI to be able to make sense out of that massive amount of data.
从我们的观点来看，每个月我们都会看到数十亿次品牌和经销商网站上的互动和参与。如何将所有这些数据整理出来，形成客户旅程、归因和额外的资金支出？我给我的经销商网站带来了什么？他们的表现如何？你必须使用人工智能来理解这一大量的数据。
I do think what's going to be interesting to follow is on the consumer engagement side of AI. There's a lot of companies out there like Stella AI that are training AI models to interact with the customer. One of the biggest challenges in a dealership is labor, staffing, fixed-top service department. If you've ever called a dealership to take it into service, it can be a very mixed experience that you have. So I'm really curious to see how that continues to evolve. Do I mind if I call a dealership and I get some voice activated AI that sounds like a human that walks me through a list? If it is easier, if I'm not getting transferred three times or the call being dropped which happens all the time, then I think it can be a very efficient tool for dealers to use. Then we'll see how that translates over onto the sales side.
我认为一个有趣的发展方向是人工智能在消费者参与方面的应用。有许多公司，如Stella AI，正在训练AI模型与客户进行互动。在汽车销售中，工作力量、人员配备和固定维修部门是最大的挑战之一。如果你曾经打电话给汽车经销商维修服务，可能会有非常不尽如人意的体验。因此，我非常好奇这个领域会如何进一步发展。如果我给经销商打电话时，能够得到一位听起来像人类的语音激活AI引导我完成维修清单，我会介意吗？如果这样做更方便，没有被转接三次或者电话不断中断的情况出现，我认为这对于经销商来说可以是一个非常高效的工具。接下来我们就可以看到这将如何转化到销售领域。
We've had a lot of companies that have built out AI chatbots and engagement. I still think it has ways to go because one of the biggest challenges with AI chat GBT and whatnot is the context of your business. I'll give one quick example. I'm a chat bot and I'm integrated into a dealer website. I really hope that if the customer asks, is this the best dealership for me or that it doesn't come back with a response? I've seen this that says, here are the ratings of other dealerships in your area that are rated higher than this dealership. Or somebody goes to a Chevy chatbot and says, is this the right truck for me? Is it the best in what I'm looking to do? Well, the Ford F-150 has higher towing capacity. You've got to contextualize it.
我们已经有很多公司开发了人工智能聊天机器人和交互服务。我仍然认为它还有很长的路要走，因为人工智能聊天机器人（或其他类似产品）面临的最大挑战之一是与业务环境的联系。我给一个简单的例子。如果我是一个聊天机器人，并且已经与一家经销商的网站整合在一起，我真的希望，当顾客问“这是对我来说最好的经销商吗？”时，不要回应说“这个地区其他经销商的评分比这家更高”。或者有人去找雪佛兰的聊天机器人，并问“这辆卡车适合我吗？它在我想做的事情上是最好的吗？”那么，如果福特F-150的牵引能力更高，你就需要把这些信息联系起来。
Yeah, that's interesting though. One could make the argument that it's almost too honest. What I mean by that is you're trying to obviously sell your product and then you're selling a competitor's product on the way. You have to be cognizant of that. Knowing that if you go to a chat GBT and you ask it a question, it's going to be very unbiased, I think, and what it gives you a response. But that might not be what you're trying to do in highlighting all the benefits about your dealership and your product. But the evolution of it is happening every second of every day. So I do think that it's going to be a big part of dealers and it's going to be productized for dealers in a way that works for their businesses.
是的，这很有趣。有人可能会认为这几乎过于诚实。我的意思是，当你明显地在推销自己的产品时，同时又在推销竞争对手的产品，你必须意识到这一点。了解到如果你去问一个聊天GBT（生成基于模板的聊天引擎），它的回答会是非常客观的，我认为这可能不符合你在强调你的经销商和产品的所有优点时想要达到的效果。但它的发展正在每一天每一秒都在发生。所以我认为它将成为经销商的重要组成部分，并且将被量身定制为适用于他们的业务。
How do you think just the general dealership technological landscape evolves here over the next five years? I mean, getting down to the very tactical level, what do you think for dealers and consumers alike? How does this entire car buying experience change?
在接下来的五年里，你如何看待汽车销售行业的科技景观的发展？我的意思是，在非常具体的层面上，你认为经销商和消费者会有什么变化？整个购车体验会如何改变？
Look, I think dealers have access to a tremendous amount of data. And this whole notion of creating a customer data platform, CDP, first party data, I think has a lot of likes. The challenges in doing so are how do I get the data out of my DMS, my CRM, all my marketing tools, my website, etc. to be normalized and be useful. Once that happens and it is happening today and it's something that we're focusing a lot of time, effort and energy on is the integrations. You use that centralized data that is the dealer's lifeblood to make your email marketing better, to understand that if I send out customers here, these are the people that engage to make my advertising better, to make my service engagements better. But that is the hub for dealers and OEMs to really empower the technology landscape and all the providers that are out there. That's when I say open source, it is built around the brand and the dealer's data to empower and make better the technology tools to plug in. I still think we have a long way to go in getting all the players to work together and having bi-directional APIs to get to that vision. But I don't think we're far off.
看，我认为经销商可以获得大量的数据。创建一个客户数据平台（CDP），首方数据，这个整体概念非常受欢迎。然而，实现这一目标的挑战在于如何从我的DMS、CRM、所有营销工具和网站等中获取并规范化和利用数据。一旦这一目标实现，事实上今天正在实现，并且我们正在花费大量的时间、精力和资源进行整合。您可以利用经销商的生命线，即集中的数据，提升您的电子邮件营销效果，了解一旦我将客户发送到这里，这些人就是参与者，促使我的广告效果更好，提升我的服务互动效果。但这对于经销商和原始设备制造商来说，是推动技术发展的重要中心，也是所有供应商所在的地方。当我说开源时，是以品牌和经销商的数据为基础，以推动和改进技术工具的插件。我仍然认为，在使所有参与者合作并具备双向API以实现这一愿景方面，我们还有很长的路要走。但我不认为我们离这个目标很远。
What do you think is the future for your company for Shift Digital? I mean, how do you see you guys evolving?
你认为对于Shift Digital来说，未来的发展将会如何？我的意思是，你们自己如何看待公司的演进？
在Shift Digital方面，你认为未来的前景如何？你们预计会如何发展？
Yeah, I mean, I think that we're always under pressure to constantly innovate. If I look at Shift 1.0, how do we take all these disparate areas of data that live in so many different areas and make it make sense and be actionable for users that want to understand something about their business in real time? Shift 2.0 is now I've got access to all this data. How do I make that data actionable for the dealer to support them in a way that helps them grow their business? There's a lot of nuances around that. We're always in the business that a dealer's data is their data and we can only use that data to make sure that we're helping them in their market.
是的，我的意思是，我认为我们总是处于不断创新的压力之下。如果我看一下Shift 1.0，我们如何将存在于许多不同领域的各种不相干的数据整合起来，使其有意义并对希望实时了解其业务情况的用户具有可操作性呢？Shift 2.0现在我可以访问所有这些数据。我如何使这些数据对经销商具有可操作性，以帮助他们发展业务？这方面有很多细微差别。我们一直在经营的业务中，经销商的数据就是他们的数据，我们只能利用这些数据确保我们在他们的市场中帮助他们。
And so we do that currently right now through a lot of practice reports and here's what's working, what's not. I think that that's going to be the future of Shift is enabling the dealers to handle all these integrations to make their engagements with customers beyond the best in the business. And to be able to actually leverage all this data that we're all collecting and it's a tough task to actually put it to work. It is. It is. And dealers get, they start to look at their part statements and their vendor bills and they can get software to debt. So where do you start to break out where maybe I don't need to spend money or I don't need this tool that I've been paying for for three years and really not utilize. You see that all the time. Right. How do you take that whole invoice you get and say data is going to make me less reliant on these four things. So I don't need to spend money there.
所以我们目前通过大量的实践报告来做到这一点，了解什么是有效的，什么是无效的。我认为这将是Shift的未来，使经销商能够处理所有这些集成，使他们与顾客的互动超越行业最佳水平。并且能够实际利用我们所收集的所有这些数据是一项艰巨的任务。确实如此。经销商开始审视他们的部门报表和供应商账单，他们可以通过软件来减少债务。那么你从何处开始梳理出哪些地方可能不需要花钱或者不需要使用已经支付了三年却无法充分利用的工具。这种情况经常发生。对吧。你如何从整个发票中找出数据将使我对这四个方面不再依赖，所以我不需要在那里花钱。
Well, you built a fascinating company, my friend. So super impressive. Appreciate you coming on. And if anyone wants to learn more about your Shift Digital, where can they go to learn more about you? Yeah. You know, obviously, Shift Digital.com. We make ourselves very available to dealers, OEM, clients, et cetera. You know, we're expanding into different verticals have done so into power sports and mortgage and other areas as well. But we try to be always accessible. We love to talk to dealers. So, oh, that's interesting. You're expanding to actually other industries. We are. Yes. So we've been in the power sports business. Any time there is a large brand that has franchise dealers or locations that are out there, we do work in hospitality. Power Sports is the easy entree. Right. Harley Davidson is a great client. Balleris is. And then we're looking at other verticals as well, like mortgages. You've got tens of thousands of brokers. Some of these really big wholesale providers like UWM and Rocket Mortgage. How do you turn 10,000 brokers into digital experts in their own local market? So, yeah, lots of fun things on that horizon, but our core focus is automotive and that's where we continue to innovate and see where it takes us.
嗯，你建立了一家非常迷人的公司，我的朋友。非常令人印象深刻。感谢你的参与。如果有人想了解更多关于你的Shift Digital，他们可以去哪里了解更多关于你呢？是的。你知道，显然可以去Shift Digital的官网com了解。我们非常乐意与经销商、车辆制造商和其他客户交流。我们正在扩展到不同的领域，比如电动力量体育、抵押贷款和其他领域。不过我们一直力求友好亲近，乐于与经销商沟通交流。哦，这很有趣。你们实际上正在扩展到其他行业。是的。我们已经进入了电动力量体育业务。只要有一个有加盟经销商或分店的大品牌存在，我们就会提供服务，我们在酒店业也有合作。电动力量体育是一个很容易进入的领域。对，哈雷戴维森就是我们很好的客户。然后我们也在考虑其他领域，比如抵押贷款。你们有成千上万的经纪人。一些像UWM和Rocket Mortgage这样的大型批发供应商。你们怎样将这1万名经纪人培养成他们自己地区的数码专家？所以，是的，我们在即将到来的领域有很多有趣的事情，但我们的核心关注点是汽车行业，我们将继续创新并看看未来会带给我们什么。
Well, I appreciate you for following and supporting CDG. So I love to hear that. And I'm excited to see what you build to feel things are coming on. Yeah. Yeah. Really looking forward to continuing to see what you put out there and wish you all the best in the world and you're doing a great thing. And to your point, hopefully others take you as a role model and say, I don't need to do this nationwide, but maybe I can do it in my local market and make a difference. So be careful what you wish for.
嗯，非常感谢您对CDG的关注和支持。我很喜欢听到这样的话。我很兴奋地期待着看到您所创造的事物，感受事态的发展。是的，是的。非常期待继续看到您发布的内容，并祝愿您所有幸福和一切顺利。您正在做一件了不起的事情。至于您说的，希望其他人以您为榜样，说：“我不需要在全国范围内做这件事，但或许我可以在我的当地市场做出改变。”所以，要小心您的愿望哦。
Great. This is a, it's been a crazy foray, man. Just doing this stuff. There's a lot of upside to it. There's a lot of downside. Just like everything. But, net net, it's great. I definitely love it. Well, thanks for having me and look forward to seeing what you do in the future. Appreciate it. Alright. Hope you enjoyed that episode. Please give the podcast a rating. Consider subscribing to the show and check the show notes for links to what we talked about. Thanks for tuning in. I'll see you guys next time.
太好了。这是一次疯狂的冒险，兄弟。只是做这些事情。它有很多好处。同时也有很多坏处。就像一切一样。但是总的来说，它很棒。我绝对喜欢它。好的，感谢邀请我，并期待看到你未来的发展。非常感谢。好了。希望你喜欢这一集。请给这个播客评分。考虑订阅这个节目，并查看节目备注中我们讨论的链接。感谢收听。我们下次再见。