Ohio’s most creative car dealer | Rick Ricart, President of Ricart Automotive
发布时间 2023-09-22 10:41:49 来源
When I was trained in 2001 on how to sell a car, you know, like you literally were trained to trap people. The longer you can take, get control of your customer. That's how you'll make the most money. And that is completely the opposite now today. Now it's been transparent to be able to offer a product that is identified online as it is in person. They just want to sign a job. It's going to be done.
2001年，当我接受销售汽车的培训时，你知道的，像字面意义上的训练人们陷入陷阱一样。你花的时间越长，就能掌控你的顾客，这样你才能赚到最多的钱。然而，如今情况完全相反。现在可以透明地在网上和实际中展示产品。顾客只希望签署合同，工作就会完成。
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！这是汽车销售员。你们正在收听的是《汽车销售员播客》，我努力为您提供关于汽车市场最公正透明的见解。让我们来听今天的节目吧。
Rick Reicard is the president of Reicard Automotive Group, a multi-store dealer group based out of Groveport, Ohio. He is also a marketer at heart, so this conversation was super fun for me. In this conversation, we discussed the business behind partnering with NCAA athletes, the systems he uses to manage his businesses, what's next for car subscriptions, the financials of his customs business, the shocking percentage of online sales he conducts, the issues he's seeing with respect to consumer behavior, and much more.
Rick Reicard是Reicard汽车集团的总裁，该集团是位于俄亥俄州格罗夫波特的一家多店经销商集团。他也是一位充满市场营销热情的人，所以对我来说，这次交谈非常有趣。在这次谈话中，我们讨论了与NCAA运动员合作背后的业务，他用来管理业务的系统，车辆订阅的下一步发展方向，他的定制业务的财务情况，他进行在线销售的惊人比例，他所关注的消费者行为问题等等。
But before we dive into the show, theft is plaguing dealerships nationwide, losing car keys as an unneeded cost, and searching for keys can lead to bottlenecks in the sales process. Keeper systems has the solution for dealers. The Keeper MX is the number one key control solution in the auto industry, handling millions of transactions per day. It features a 16-gauge steel cabinet with a built-in camera and a puck-lock for additional safety, along with many other features so that dealers can know who took a key, when, and why. Keeper systems has been in the auto industry for over 40 years and has had over 12,000 dealerships, offering you exclusive key control for 6 out of 10 biggest automotive groups in the world. They have a wide range of products that have fit the needs of franchise dealers, independent dealers, and even the smallest pre-owned lots. New customers can take advantage of my partnership with Keeper systems right now to receive an exclusive discount. All you need to do is visit Keepersystems.com, click on the Card dealership guide link, and fill out the form to receive 25% off your first key machine purchase. Or if you prefer to call, just mention Card dealership guide to receive your discount. Keeper systems.com, K-E-Y-P-E-R systems.com
在我们深入展示之前，全国范围内的汽车经销商正受到盗窃的困扰，失去汽车钥匙成为一项不必要的成本，寻找钥匙可能会导致销售过程中的瓶颈。Keeper Systems为经销商提供了解决方案。Keeper MX是汽车行业中排名第一的钥匙控制解决方案，每天处理着数百万次交易。它具备16号钢柜、内置摄像头和puck-lock等额外安全性，以及许多其他功能，让经销商能够知道谁、何时、为何拿走了钥匙。Keeper Systems在汽车行业已有40多年的历史，已经为超过12,000家经销商提供服务，为全球前10大汽车集团的6家提供独家的钥匙控制系统。他们拥有一系列产品，满足特许经销商、独立经销商甚至最小的二手车场的需求。新客户现在可以利用我与Keeper Systems的合作关系，获得独家折扣。您只需访问Keepersystems.com，点击“Card dealership guide”链接，填写表单即可获得首次购买钥匙机的75%折扣。或者，如果您更愿意电话联系，只需提到“Card dealership guide”即可获得折扣。Keeper Systems.com，K-E-Y-P-E-R systems.com。
This episode is brought to you by FullPath. Wasted data is a serious issue in automotive, but data is the key to driving revenues, which means some dealers out there are just ignoring a goldmine that is staring them in the face. Let's face it, most dealerships are completely overrun with data silos. None of the data sources are integrated with each other, leaving the data as a jumbled mess instead of a clean set that could be turning into cash. FullPath solves this by gathering, cleaning, and sorting your data into one platform so you can use it to speak to your customers' needs with killer AI-powered marketing campaigns. My friends over at FullPath are breaking barriers and I'm really excited to have them as a partner of the podcast. I believe in their product and more importantly, intermission to help dealers grow. FullPath can help you turn your data into dollars, find them at FullPath.com.
本集由FullPath赞助。在汽车行业中，浪费数据是一个严重问题，但数据是推动收入增长的关键，这意味着一些经销商完全忽视了一个潜力无穷的宝藏。面对现实吧，大多数经销商店内的数据孤岛丛生。各种数据来源都没有集成在一起，导致数据杂乱无章，而不是变成一组干净规整的数据，可以转化为现金。FullPath通过收集、清理和整理您的数据到一个平台上解决了这个问题，这样您就可以利用它进行基于人工智能的强力营销活动，以满足客户的需求。我很激动地与我的朋友们在FullPath一起突破障碍，并非常高兴他们成为我们的合作伙伴。我相信他们的产品，更重要的是，我相信他们帮助经销商实现增长。FullPath可以帮助您把数据转化为货币，您可以在FullPath.com找到他们。
Rick, we have an issue. I just went upstairs earlier today. I'm in the kitchen and I'm over there humming a song. My wife is like, what the f*** are you singing? And I'm telling her, I didn't. I pushed a button. I'm getting done right now.
翻译：
瑞克，我们遇到了一些问题。我刚刚上了楼。我现在在厨房，一边哼着一首歌。我妻子问我，你他妈在唱什么？然后我告诉她，我并没有唱。我只是按了一个按钮。我现在马上就完成了。
So I see you smiling already, look, I checked out your YouTube videos and I had to start this way because I was like, look, you have these YouTube videos which I was pretty blown away at the quality. It's very clear why you're the one on this podcast right now because you're very in tune with media. And dude, this commercial has like 784,000 views or something, so super impressive. You know, tell me about that.
所以我已经看到你在微笑了，我看了你的YouTube视频，我不得不这样开始，因为我觉得你的视频质量真的很棒。现在我明白为什么你是这个播客上的嘉宾了，因为你对媒体非常了解。而且，兄弟，这个广告有78.4万次观看，太令人印象深刻了。告诉我一些相关的事情吧。
Like, what got you into this to be the spokesperson call it or media person at RICAR? Television, you know, everything has been produced for television for years. In fact, just now in the past two years, we've really looked at our video production and said, okay, well, we'll see to put more emphasis on the online version than we do the television for the lower because the viewership's down.
喜欢的，是什么让你成为RICAR的代言人或媒体人？电视，你知道，多年来一切都是为电视制作的。事实上，在过去两年中，我们真的很关注我们的视频制作，并表示，好吧，我们将更加重视在线版本，而不是电视节目，因为收视率下降了。
But that story starts many years before me. In the early 80s, when my father and uncle were looking at growing the brand and they never done television or video advertising. And they wanted to grow up. They had a goal to be the number one for dealership in the country. We are located in Groveport, Ohio, which is southeast of Columbus. We're south of I-70. There's not very many cardiologists south of I-70. Most of the population, most of the income that can afford new vehicles is north of I-70. So they needed to use a medium that would bring people in from 50 to 100 miles away.
但这个故事开始于我出生之前的许多年。早在80年代初，当我的父亲和叔叔考虑发展这个品牌时，他们从未进行过电视或视频广告。他们想要扩大规模。他们的目标是成为全国销售商中的第一名。我们位于俄亥俄州格罗夫波特（Groveport），格罗夫波特位于哥伦布东南方向。我们位于I-70南边。在I-70南边几乎没有很多心脏病专家。大部分人口，大部分能够买得起新车的收入在I-70北边。因此，他们需要使用一种可以吸引50到100英里外的人的媒介。
And back then in the 80s, television was it. There was three primary television stations. You could put 30 second commercials on them. And it was really my father that was the brains and the creativity behind it all. He really didn't want to do commercials at first. He wanted to play guitar. He's a guitar player by trade. He builds guitars as a hobby. So he was just drumming a guitar and they put the camera on him. And he started just doing regular car commercials. I'm talking about payments. He put them in a song. He would take whatever a popular song was of the time and he would change the words and he would do it parody. And that just grew and grew and grew.
在80年代，电视是当时的主流媒体。当时有三个主要的电视台，你可以在这些电视台播放30秒的广告。而所有这些背后的智慧和创意都来自我的父亲。起初，他其实并不想做广告，他更想弹吉他。他是一名吉他手，通过制作吉他来谋生。有一次，他正在敲打吉他，他们把相机对准了他。然后他开始拍摄普通的汽车广告。我说的是关于付款的内容。他把这些内容写成了歌曲，并用一首流行歌曲的曲调，改编了歌词，创造了一个恶搞效果。这种方式越来越受欢迎，不断发展壮大。
Of course, he ended every commercial with his famous pan swing over the guitar and sang. And it's funny because when I took over, well, it was 2007-2008, when I came in and started doing the commercials regularly, that's the one thing I kept of his because my dad was like, you need to play guitar on there. You know how to play guitar. You need to do this. You need to do that. I love you, dad, but I want to be me. I want to be Rick. I don't want to act or pretend I'm anyone else. And I'm not going to play the guitar, but I'll keep the word dealing. And so that has stuck. And now it gets to where, oh, you know, I'll go out to dinner tonight with my wife and I'll hear, you're that word dealing guy. You know, my name, it's stuck.
当然，他在每个商业广告的结尾处总是演奏他著名的吉他弹奏并且唱歌。有趣的是，当我接管时，那是在2007年到2008年之间，当我开始定期制作商业广告时，我保留了他的这个特点，因为我爸爸说，你需要在广告里演奏吉他。你知道如何演奏吉他，你需要这样做。我爱你，爸爸，但我想做我自己。我想做Rick。我不想假装成别人。我不会弹吉他，但我会保留我的字词处理。所以这个特点一直存在。现在人们会说，“噢，你就是那个字词处理的人。”他们知道我的名字，它变得有名了。
So, yeah, we always kind of challenge ourselves. We have these creative jam sessions with a couple members in the marketing department. My sister is our director of marketing today. She's just a beast of what she does. She's awesome. Woody does our video production and works on the creative side with me. And we just challenge each other. Like, let's bring new ideas to the table.
嗯，是的，我们总是有一种挑战自我的心态。我们在市场部有一些创意的“脑力激荡”会议。今天，我的姐姐是我们的市场总监。她在她所做的事情上非常出色。她太棒了。Woody负责我们的视频制作，并与我一起从创意角度出发。我们互相激发挑战，不断为我们的工作带来新想法。
Never want to look like a car dealer on TV or on any commercials. What does that mean? Just the typical, you know, you see the canned ads that dealers buy from these companies that show in all the different markets. It's whatever the sale is, you know, it's the president's day sale this weekend. We have new Buick starting at $199 a month. And just that same cadence and roll just gets lost. Like you can do 100 people. Oh, yeah. Four different ads from different dealerships. They can't name the dealers. They just remember there were cars for sale.
从来不想在电视或任何商业广告中看起来像汽车销售员。这是什么意思？就是典型的那种，你知道的，你会看到汽车经销商从这些公司购买的标准广告，在各个不同的市场上播放。无论是什么销售活动，比如总统节周末的特卖，我们都有新的别克车型，每月199美元起。然后那种相同的语调和风格在逐渐被淡忘。就好像你可以让100个人看，哦，是来自不同汽车经销商的四个不同广告。他们记不住经销商的名字，只记得有车在卖。
So to be able to get people's attention to able to do something different, especially in today's world where no one has any attention span. You've got, you know, I call it, I call it an attention span of a lizard. Yeah. It's, I mean, it's a goldfish world. So you got to be able to get their attention in a few seconds and continue with that.
为了能够吸引人们的注意力，去做些不同的事情，特别是在如今这个人们没有任何注意力的世界中。你知道，我称之为爬行动物的注意力时间。是的，我是说我们处在一个金鱼的世界里。所以你必须能够在几秒钟内吸引他们的注意力，并且持续下去。
And we have the pleasure of being in the biggest, next to Austin, Texas, we're in the biggest college town in the country with Ohio State University campus, with the size of Columbus. And, you know, for years, there was a big negative for car dealers and college football players or college athletes to be able to associate with each other at all.
我们很荣幸身处全美国最大的大学城之一，紧邻德克萨斯州的奥斯汀，位于哥伦布市的俄亥俄州立大学校园。多年来，作为汽车经销商和大学橄榄球运动员或其他大学运动员之间相互联系的一大负面因素。
And now with the world of NIL, I get to take the biggest influencers in the city because let's face it, like Columbus, Ohio doesn't have big million follower influencers. Like if they get like, they think about like Jake and Logan Paul, they're technically from Ohio, but where did they move? They went to Los Angeles because they don't stay in Ohio. So what we have is we have, you know, these, these top level superstar athletes that have the social media following some things and they're recognizable. So now we get to do partnerships with them, use them on the commercials with me.
现在有了NIL的世界，我可以合作城市中最有影响力的人，说实话，哥伦布、俄亥俄州并没有拥有数百万追随者的大型社交媒体影响者。就像Jake和Logan Paul，虽然他们在技术上是俄亥俄州人，但他们去了洛杉矶，不再呆在俄亥俄州。所以我们拥有的是那些顶级超级明星运动员，他们拥有社交媒体追随者，并且很有名气。现在我们可以与他们合作，在广告中使用他们和我一起。
And so we, how does this work? NIL, you're referring to the fact that college students that are college athletes can now get paid. Yes. Right. Okay. So walk me through like, logistically, how does this actually work? Right. Like how do you actually get them, you know, how much does cost?
所以，我们来看看这是怎么回事？NIL，你是指大学生运动员现在可以获得报酬的事实。是的。没错。好的。那么具体来说，这是如何运作的呢？对。他们是如何获得报酬的，这需要花费多少钱？
So when it all started two summers ago, it was three summers ago. It was the Wild West and there wasn't structure behind it at all in any way, shape or form. Now there is what are called collectives that the university has have these independent people and organizations that are basically raising money. Where in the past, they would have, you know, boosters and these money givers and would give to the university or these private funds that would help with that NCA guidelines help entice players through facilities and through food and through whatever they could give them. And now that money goes into these collectives. So we have some players that are driving cars that we signed one year lease deals with that are being funded by the collectives.
所以，当一切始于两个夏天前时，实际上是三个夏天前。那时是野蛮西部，没有任何结构化的方式，形式或形状。现在，大学有所谓的集体，这些独立个人和组织基本上在筹集资金。过去，他们会有捧场者和捐款者，他们会给大学或这些私人基金，通过设施、食物或其他可以提供给运动员的东西来遵守NCAA的指导方针。现在这些资金进入这些集体。所以我们有一些球员正在开车，我们与他们签了一年租约，这些资金由集体提供。
The other side of the coin is we have a specific group of players that we identify. We've built relationships with. I'll give you a good one for example so how to state us quarterback named Devin Brown and Devin Brown is projected to possibly be the starter. They're talking about a split role to start the season. He was a five star guy came on campus a little over a year ago. And I originally got introduced because his dad calls is daddy Andrew Brown is actually a car dealer in Arizona. And Devin Brown's grandfather, maybe his great grandfather started Brown and Brown Chevrolet in Arizona 1930s. Grew it to be the number one Chevy store in the country like I've heard about them. So I get dad basically calls me to just say, Hey, I need to ship my son's truck. You know the trucks going to arrive about a week before he gets to Columbus. Is it okay if I ship it to you would you mind holding it at the dealership and I'm like sure, you know, you can have the truck shipped here and I'll hold the keys and give them to him. And I even asked his dad then I said, Hey, have any interest in this and I all stuff. Is that said, No, he hasn't he hasn't taken a snap yet. Let him let him, you know, figure out his role on the team first and kind of earned this. And I all stuff. There's other players coming in that it's part of the recruiting process. They're telling the university. If I'm going to commit to our state when I when I get there, I need to actually amount of money and I need, I need a vehicle to drive.
另一方面，我们有一群特定的球员，我们已经与他们建立了关系。举个好例子，我们的四分卫叫Devlin Brown，他有可能成为首发球员。他们讨论着在赛季开始时分工的问题。他一年多前加入校园时是一个五星级球员。最初是因为他父亲安德鲁·布朗给我打电话，安德鲁·布朗实际上是亚利桑那州的一家汽车经销商。而Devlin Brown的曾祖父，可能是他的太祖父，在上世纪30年代在亚利桑那州创办了布朗和布朗雪佛兰公司，使其成为美国第一大雪佛兰经销商，我听说过他们。所以他父亲基本上是给我打电话说，嗨，我需要把我儿子的卡车运过来，你觉得可以把它送到你那儿然后在经销商那儿暂存吗？我当然可以，你可以把卡车运到这里，我会保管钥匙，并把它们给他。我甚至问他父亲，有没有任何兴趣继续对这些事情进行下去，他说没有，他还没有参与比赛。让他首先找到自己在球队中的角色并挣得这个机会。还有其他选手也会加入这个招募过程，他们告诉学校，如果我选择加入我们州大学，我需要一笔钱和一辆交通工具。
And so, so Rick, how effective is this how effective is this from a marketing perspective? You know, I think it really depends on the city. It depends on the market and in Columbus or high state football, such a big day. We don't have a pro football team here, but I'm a pro basketball. We have semi pro baseball and we have a professional hockey team, but it's really it's a football state. It's a football city. And so when we have these big name, highly recognizable players, it creates a lot of word of mouth and the buzz and the media and the shares on social media.
所以，所以Rick，从市场的角度来看，这事有多有效？你知道，我觉得这真的要看城市。这取决于市场，哥伦布或者说高州橄榄球是个非常重要的日子。我们这里没有职业橄榄球队，但我们有职业篮球队，有半职业棒球队和一支职业冰球队，不过这真的是个橄榄球之州，橄榄球之城。所以，当我们有这些知名度很高的球员时，它会引起很多口碑效应，媒体上的热议和在社交媒体上的分享。
And you give them a car. They you pretty much Lisa. Yeah. So they're driving your car in addition to that. Are you also paying them through that collective? It depends on the player depends on the player. So some of them we can negotiate, you know, we can build a relationship early. We can offer a car and they don't always ask for more. There are some players who get to a level where they're getting offered six figure opportunities with apparel brands with major companies that a car would be nice, but they have the right to ask for some money along with the car. So those are kind of few.
然后你给他们一辆车。所以他们不仅开着你的车，而且还通过那个团队付给他们钱。这取决于球员，取决于球员。所以我们可以和一些球员进行谈判，建立早期的关系。我们可以提供一辆车，他们不总是要求更多。有一些球员达到了可以与服装品牌和大公司获得六位数机会的水平，这时他们会希望除了车以外还能得到一些钱。所以这些是少数情况。
That's why it's from, you know, building that relationship meeting meeting the players when they're younger, knowing who they are and being able to, you know, establish that there's not usually money that's.
这就是为什么，你知道的，建立那种关系非常重要，与年轻球员见面交流，了解他们是谁，能够确立的通常不是金钱。
Transferred from you to that. Well, if you go through a collective or you go through an agent, there's a middleman that's that wants paid. They don't benefit at all from that player signing a one year, at least on the car because there's no money exchange. That sometimes makes it a little more difficult. So we, we prefer to work directly with the players directly with their parents. And 95. Oh, that's cool. Works out works out really well. How much of your week do you spend on marketing creative? I just again, just comparing you to other dealer groups. I definitely noticed just like a higher or greater velocity of creative efforts. Call it whatever you want. You know, you have your like, you had this like YouTube series around interns. You had these commercials that are, you could tell they're well and professionally produced. Everything you're telling me now, you know, NIL influencers, you're spending a lot of time on immediate side marketing. How much of your week is this, you know, probably 50% and when I think of your creativity, it's beyond just video marketing. It's culture, it's vision. It's, you know, cause these, what specifically, what specifically though, like when you say culture and vision.
从你那里转到那里。嗯，如果你通过一个集体或者通过一个代理人，就会有一个中间人希望得到报酬。他们对球员签下一年的合同没有任何好处，至少在车辆上没有金钱交换。有时这会使情况变得更加困难。因此，我们更喜欢直接与球员和他们的父母直接合作。95.哦，那太棒了。这个方法非常有效。你一周有多少时间用于市场创意？我只是想与其他经销商进行比较。我确实注意到你们在创意方面的努力更多、更大。称之为什么都可以。你有一个关于实习生的YouTube系列，你有这些明显是经过精心制作的商业广告。从你现在告诉我的一切来看，你们花了很多时间在即时侧重的市场营销上。你一周有多少时间在这方面呢，可能是50%吧，当我想到你的创造力时，它不仅仅是视频营销。它是文化，是愿景。你是什么具体指的文化和愿景呢？
And I ask, you know, like a lot of people just, you know, say culture or vision, but I'm curious, like, you know, you're clearly creative. Like what, how does that manifest in the culture of the company? So all marketing starts in turn. The things we produce, the things we put out, we involve employees, they know what we're doing. If we have Ohio State superstars showing up here to film a commercial one day, we allow our, you know, if the employees want to walk up and get an autograph or, you know, get a selfie with them. We encourage those things. We want them to be the people that are, that, that really share and look for the stuff to come. So every, every, every time I'm talking to, I'll take it to the next step. So you mentioned what percent of my week is spent on, we'll call it creativity. I'll just use the word marketing. The great Peter Drucker author, business motivational speaker, he once said the only two things that make money in a company is innovation and marketing. So I spend 99% of my time on innovation and marketing. Just so happens, they overlap in so many ways. And we want to innovate the workforce constantly, want to improve our culture because it's harder than ever to, you know, find great people that are willing to be paid a market price salary for examples. So I would rather pay people more and have less people, but have a great culture that, that teamwork, that bond, that level of communication that everyone knows what's going on around here all the time.
我问一下，你知道的，很多人只是说文化或愿景，但我很好奇，你显然很有创造力。那在公司文化中是怎么体现的呢？所以所有的营销都是以转变为基础的。我们制造的东西，我们发布的东西，我们都会让员工参与其中，让他们知道我们在做什么。如果有俄亥俄州明星来这里拍广告，我们允许员工走上前去求个签名或与他们合照。我们鼓励这样的行为。我们希望他们是那些真正分享和期待事情发生的人。所以每次我交谈时，我都会进一步加以发展。所以你刚才提到我的工作时间有百分之多少花在创造力上，在这里我会用营销这个词。伟大的彼得·德鲁克（Peter Drucker）是一位作家、商业激励演讲者，他曾经说过一个公司赚钱的只有两件事，即创新和营销。所以我花99%的时间用在创新和营销上。巧合的是，它们在很多方面是重叠的。我们希望不断创新工作人员，改进我们的文化，因为现在更难找到那些愿意接受市场价薪资的优秀人才。所以我宁愿支付更高的薪资，减少人数，但拥有一个团结合作、紧密沟通的好文化，让每个人都时刻知道发生了什么。
And so when I say marketing starts internal, we put out quarterly kind of state of the company newsletter videos. We have employee events off and I spend about. Six to eight hours a week doing what I call intentional and then be WA stands for management by wandering around. And I like that. I haven't heard that before. It's one of those things that, you know, I want to get out. I want to say I had a people. I want to see what's going on. What's making them tick where their troubles are, what they did with the weekend, how their, how their kids are doing. And by, and if I sit in this office and bury myself in reports and paperwork and reading articles and looking at financial statements all day, I'm not paying attention to our number one asset, which is our people. And really have that team people focused mentality takes a lot of innovation today, because you know, you can, you can give, give, give, give, give to employees, but not always get the buy in and that team focused family atmosphere that really at the end of the day, that's what our customers are going to feel. So that emotion they get from me, that level of feeling connected to the family.
当我说市场营销从内部开始时，我们发布每季度的公司动态通讯视频。我们举办员工活动，我每周花大约六到八小时去做我所称之为有意识的自由行。我喜欢这样做，我以前从未听说过这种做法。这是一件我想告诉大家的事情。我想看看我的员工，看看他们正在做什么、有什么困扰，他们周末做了什么，他们的孩子现在怎么样。如果我坐在办公室里埋头于报告、文件、阅读文章和查看财务报表，那我就没能关注我们的头号资产，也就是我们的员工。在今天，真正拥有以团队人员为中心的团队意识需要很多创新，因为你知道，你可以给予员工很多东西，但并不总是能得到他们的认同和团队合作的家庭氛围。而这正是我们的客户最终会感受到的情感。所以，他们从我这里得到的情感，与家庭的联系感，这一切对于我们的顾客来说都非常重要。
And when I say family, I'm lucky because my cousin Jared is my partner. He's the co co president and he's really like the chief operating officer, where I call myself. We run the EOS operating system. Yeah, give us a 30 second overview for those that don't know about us, you know, just great topic for anyone in business.
当我说家庭的时候，我很幸运，因为我的堂兄贾里德是我的伙伴。他是联合总裁，实际上像是首席运营官，而我自己则称呼我自己。我们运营着EOS操作系统。是的，给那些不了解我们的人一个30秒的介绍，你知道，这对任何在商界的人来说都是一个很棒的话题。
Yeah, and this is a quick tangent because when my uncle decided to step away from the day to day operations and get deep into an ADA when he started running for the national level positions. He kind of just handed the steering wheel over to us and said, Okay, you guys are going to run this company. There's two of us. And we started separating things. We started thinking, Okay, I'll run sales, you run service and fix stops. And then we then that was creating some issues.
是的，这是一个快速的偏离主题，因为当我叔叔决定放下日常运营，深入研究ADA（也许是某种组织或政治活动），开始竞选全国级职位时。他就把方向盘交给了我们，说：“好吧，你们要经营这家公司了。我们只有两个人。”然后我们开始分工。我们想：“好吧，我负责销售，你负责服务和维修站点。”但是这样做引发了一些问题。
So then we decided all, all run all of retail and you run all the fleet commercial and wholesale and business to business stuff. And that created some things and then when we found out about this key OS business model, where there's two people at the top that fall into the visionary and the integrator role, it really helped to find our roles and be able to take what we were both good at and focus on those things.
然后我们决定所有的零售业务都由我们来负责，你负责整个车队、商业批发和企业间交易等事务。这样做带来了一些变化，当我们了解到这个关键的OS商业模式时，我们发现在公司的顶层有两个人担任远见者和整合者角色，这使我们能够明确自己的角色，并专注于我们擅长的事情。
My cousin Jared's extremely regimented. I mean, I'll wake up in the morning. I don't always set an alarm clock, but I've got emails coming in from him starting at 515 morning. And he's to show up at 630 and unlock the gates every morning, working through the service department and fix consistency and his regiment and his routine is really good for someone that at the end of the day is responsible to make sure the trains run on time. And at the end of the day, whether it's what time we open all of the little details to the profit loss of the company, that's his responsibility, where I get to focus on the vision of the future, working on the business instead of in the business, working on acquisitions, and what I call GED, which is grow expand and diversify.
我堂弟Jared非常有规律性。我的意思是，早上我起床后并不总是设闹钟，但我会收到他的邮件，这些邮件从早上5点15分开始。他每天早上6点30分都会到那里解锁大门，然后在服务部门工作，修复一致性问题。他的规划和例行工作对于一个负责确保列车准时运行的人来说非常有效。而在一天结束时，无论是开放时间还是小细节，乃至公司的盈亏都要由他负责，而我可以专注于未来的愿景，从事业务的发展方面工作，包括收购以及我所称的GED，即增长、扩张和多样化。
So I roll every day is to try to grow our current operations. Can we get more sales out of this place? Can we get more service? What do we need to grow what we currently have? I did a fine expansion. What brands don't we carry? Where do we need to expand where we need to grow? And then diversification because being able to invest in some things outside of the direct automotive retail world to kind of hedge our bet for the future because there's not a there's not, you know, a proven path that franchise car dealerships are going to look the same in 50 years. And we're almost all know it's going to dramatically change. We're not sure what that's going to look like. We have to be prepared.
所以我每天努力工作的目的是为了扩大我们目前的运营。我们能否在这个地方实现更多销售？我们能否提供更多服务？要达到我们当前拥有的增长，我们需要什么？我已经进行了一次不错的扩展。我们没有经营哪些品牌？我们需要在哪些方面扩大和发展？另外，我们还需要多元化，因为能够投资一些与直接汽车零售领域无关的事物，以便为未来作出风险对冲。因为在50年内，特许经营的汽车经销商可能不会保持相同的模样，这还没有一个经过验证的路径。我们几乎都知道它将发生巨大变化，但我们不确定这将是什么样子。我们必须做好准备。
So whether it's investing in some automotive software, because, you know, we knew years ago that digital retail was coming. So we partnered with the retailing company to even things like getting in the world of motorcycles. So they have two wheels, their vehicles, its transportation, but it's also a lifestyle brand. It's a premium brand. And we have a lot of crossover within our database, because living in Southern Ohio, it's kind of the dream of most men and most middle aged men in Southern Ohio to have a F 150 and a Harley Davis garage. So if we already have this book of business on F one 50 owners and now so Roto owners and Bronco owners, we kind of work on the hard lead side. Side, I was having lifestyle brands, whether it's Harley Davidson or whether it's rabid customs and we have a custom shop that's been doing a lot of outfits, doing mustangs, Camaro's Broncos Wranglers, as well as restoring. Fast six and hot rods and things like that.
所以，不管是投资于一些汽车软件，因为我们多年前就知道数字零售即将到来。所以我们与零售公司合作，甚至进入摩托车领域。摩托车有两个车轮，是交通工具，同时也是一种生活方式品牌。它是一个高端品牌。而且我们的数据库中有很多受众重叠，因为在俄亥俄州南部居住，拥有一辆F-150和一间哈雷·戴维森车库是大多数男性和中年男性在俄亥俄州南部的梦想。所以如果我们已经有了与F-150车主相关的业务，现在又有了与Roto和Bronco车主相关的业务，我们可以在硬线索方面进行开发。同时，我们还与一些生活方式品牌合作，无论是哈雷·戴维森还是rabid customs，我们还有一个定制店，提供了许多套装服务，为Mustangs、Camaro、Broncos、Wranglers等进行改装，同时也进行恢复工作，快速六和热棒等等。
We've done a lot of event based marketing because of those things. And you're, you know, I just want to stop for a second. You're hitting on a lot of really great points here that I want to talk about you. You mentioned the changing car business. You mentioned software. And software that you're investing in. You mentioned your all these adjacent businesses, which I was, I was pretty, I mean, I just found it intriguing when I was, you know, doing my research. And I was like, wow, Rob, you do. I have a customs business. You have a motorcycle, but you know, Harley Davidson business. You have all these other businesses, which, you know, it's a bit of a unique model where many dealers I'm speaking with are sort of focusing on dealerships solely dealerships going deeper.
由于这些原因，我们已经做了很多基于事件的营销。你知道的，我只想停一下。你提到了汽车业务的变革。你提到了你正在投资的软件。你提到了你所有这些相关的业务，当我在做研究时，我对此感到非常感兴趣。我想说，哇，罗布，你真的很厉害。你有一个海关业务。你有摩托车，但是你知道，哈雷戴维森业务。你有所有这些其他业务，这在许多我与之交谈的经销商中是一种独特的模式，他们更专注于经销店，更深入地发展。
And again, there's more than one way to the top. I thought it's very interesting. Walk us through the calculus there. Whether you start adding all these adjacent business units and why, why go horizontal, right? Meaning why try to sell, you know, complimentary product services, whatever to your current client base as opposed to continue just expanding the current footprint based on what you're already doing, which is a dealership selling cars.
再说一次，通往成功的方法不止一种。我觉得这非常有趣。请向我们介绍一下计算方法。您是如何开始添加所有这些相邻的业务单位的？为什么要切入横向领域呢？也就是说，为什么要尝试向现有客户基础销售互补产品或服务，而不是继续扩大目前的经营范围，仅仅依靠汽车经销商的销售呢？
Yeah, this is all. I mean, I got to take you back to 2019 because to me, what's happened between February of 2020 and today is a complete anomaly. And we're going to be able to cut that section of history out. And it's because it throws everything off. I mean, look at even the buy sell business today. The way that dealerships are being evaluated like, you're not including the past three years to create a three year multi, you know, this is just not going to happen because things were just so different. So, I have to think again, like it's 2019 and it started about eight months ago to where, you know, our margins are starting to normalize. They have normalized many of our brands.
是的，就是这样。我的意思是，我得把你带回到2019年，因为对我来说，从2020年2月到现在发生的一切都是异常情况。而我们将能够剪掉这段历史。因为它使一切变得混乱。我的意思是，即使是今天的买卖业务也是如此。现在的经销商评估方式就像是，你不会将过去三年纳入考虑从而创造一个三年多元化，这是不可能发生的，因为情况完全不同了。所以，我不得不再次像是2019年一样思考，大约在八个月前开始，我们的利润率开始恢复正常。我们的多个品牌已经恢复正常。
And when you look back pre pre pandemic, we had an affordability issue in the industry. New vehicles were getting too expensive. We also have this transparent marketplace where someone shopping and they really want to find out what the invoices of a new car. It's, it's, it's on the Internet. And I watch people come in the showroom and negotiate down to where, you know, they're buying a Mustang GT for, you know, $100 over invoice. Take delivery. And then I see the car three months later with lowered and wheels and tires and exhaust systems, because that's the lifestyle side that they're not going in and negotiating to find out what the invoice was on the exhaust system, something they want to do. So being able to capture more of that, being able to find those additional profit centers.
当你回顾疫情前的时候，我们行业存在着一个可负担性的问题。新车的价格过高。我们也有这样一个透明的市场，一个购物者真的想要知道一个新车的发票。它在互联网上，我看到人们来展厅并讨价还价，最终以稍高于发票价100美元的价格购买一辆野马GT。然后我在三个月后看到这辆车换了低底盘、轮圈、轮胎和排气系统，因为这是他们想要做的生活方式。所以能够更多地抓住这一点，能够找到那些额外的利润中心。
I love that. Take the aftermarket accessory world to another level, be able to do bolt on performance, dino, dino tuning lift kits, and be able to offer all of those. And I'd say, and celery, but they're really lifestyle. They're choices. No, also, and it seems like emotional decisions, emotional decisions, potentially that are also much. They make a rational decisions. So the marketing and the emotion and lifestyle brands kind of create this form of energy that takes us beyond just a car dealership.
我喜欢这个。将改装配件世界推向另一个层次，能够提供螺栓式性能改装、动力测试、升降套件，并能提供所有这些选择。我还想说，还有芹菜，但它们实际上是一种生活方式，是一种选择。同样，它们似乎是情感决策，潜在地也是合理决策。因此，营销和情感以及生活方式品牌共同创造了一种能够带我们超越汽车经销商的能量形式。
And if you think about the world of social media, we were trying, you know, the first few years of social media coming out. How many, how many followers can record for get, right? Let's just pull this one building out and see how we can build it up. Well, there's nine other four dealers in town. They actually have the same vehicles on their lot for sale. We do. So to be able to differentiate ourselves. And there's, let's just face it. There's nothing cool about a car dealership. You know, every now and then some new limited edition model will will come in and someone will go to a dealership to check out that car because the car is cool. But the dealership is not cool.
如果你考虑一下社交媒体的世界，我们试图，在社交媒体刚出现的前几年，看看可以获得多少关注者，对吧？让我们选出一个楼宇，看看我们如何能够发展起来。好吧，镇上还有其他九家汽车经销商。他们实际上在他们的车库里出售相同的车辆。我们也是一样。所以我们要区别自己。让我们面对现实，汽车经销商没有什么酷的地方。你知道，时不时会有一些新的限量版车型进来，有人会去经销商那里查看那辆车，因为车很酷。但是经销商本身并不酷。
To be able to take like the rabid customs and the fairway early Davidson, be able to tie in some of these other factors also shows the personality of the brand and the family. I'm not just a Harley dealer. I ride. I just got back to Colorado. I spent a week in the mountains on my bike and it allows people to connect with us more to on their level. It just seems like the new car is so commoditized, right? Yeah. And then when you look at, you said like customs, these types of things, you're right. It's a line of business or profit center. That's very, you know, it's like a lifestyle profit center or complimentary to your customer base to a certain extent. And, you know, I would, I would have to assume a lot less commoditized.
能够像狂热的海尔利习俗和早期戴维森这样接受，并能将这些其他因素结合起来，也显示了品牌和家族的个性。我不只是海尔利的经销商，我也是一名骑手。我刚刚回到科罗拉多。我在山上骑了一周的自行车，这让人们更容易与我们建立联系，更加了解他们的层次。新车似乎变得太商品化了，对吗？是啊。而当你看到你提到的习俗和其他类型的东西时，你说得对。它是一个业务或利润中心，非常重要，就像是一种生活方式的利润中心，对你的客户群体起到了一定的补充作用。而且，你知道，我会认为它们没有那么被商品化。
What are the average margins on that type of business? The custom shops. I mean, it's, it's a lot like the apparel world. There's a lot of those, you know, parts that there's still 40, 50% markup. There is obviously the labor rate on those things. I mean, labor rates everywhere are. Pie and they should be because technicians are the most valuable commodity. Being able to create develop trained techs, people have enough text to satisfy just the retail business and then be able to take these specialized technicians and put them in that department. They're not asking for less money. You know, so you got to be able to pay the text. So the labor rates are strong.
这种类型的业务平均利润率是多少？定制店那种。我的意思是，它很像服装世界。有很多部分的利润率仍然是40%、50%。显然，还有这些东西的人工费率。我的意思是，无论哪里的劳动力费率都是如此。这是理所当然的，因为技术人员是最宝贵的资产。能够培养出经验丰富的技术人员，能够满足零售业务，并能将这些专业技术人员放在该部门。他们不会要求更少的薪水。所以劳动力费率是很高的。
And when someone has a vehicle that they are emotional about that they're attached to, that they want to customize to make it to make it their own and there's not another one like it. The money becomes less of a factor. And so, you know, there's not, you know, people ask for discounts. They're not. There's nowhere to go shop that price. So all those kind of factors.
当一个人对自己拥有并且情感上依赖的车辆产生了情感的时候，他们会想要对其进行个性化定制，使其变成独一无二的存在。这时钱就不再是一个重要因素。所以，你懂的，人们会寻求打折优惠，但是其实找不到其他地方能以相同价格购买。这些因素都会起作用。
And how did you get that started? How did you get that business started? I mean, did you hire like a GM to get it kicked off? Or what was the story behind that?
你是怎么开始的？你是怎么开这个生意的？我的意思是，你是雇了一个总经理来推动它的发展吗？还是有其他背后的故事？
No, actually the story, the true story is I met a guy that I built a motorcycle together with and I found out through talking to him that he had built. Some cars in his past, you know, a body shop at one point. But he was an incredible engine builder and he was a fantastic painter. And I usually don't find those two traits in one person. And he really was an artist. You could do anything with metal and paint and engines.
实际上，真正的故事是，我遇到了一个和我一起组装摩托车的人，通过和他交谈，我发现他过去曾建造过一些汽车，你知道，他曾在一个车身修复店工作过。但他是一个了不起的发动机工程师，同时也是一个出色的油漆师。通常来说，我很难在一个人身上找到这两种才能。而他真的是一位艺术家，他能用金属、油漆和发动机创造出任何东西。
And then we at the same time we had a technician working for us that had been here. I want to say 38 years at the time. You know, the very close relationship with my uncle and we have a small collection of cars. So we've got some early mid 60s Ford performance drag cars, some 4 GTs, some other. Just kind of cool old Ford Chevy's and stuff that we've kept over the years and we like to actually drive them and use the car.
然后，同时我们还有一位一直在这里工作的技术员，那时已经有38年了。你知道，我与我的叔叔有着非常亲密的关系，我们有一些小汽车收藏。所以我们有一些60年代中期的福特性能车，一些4 GT，还有其他一些酷炫的古老福特雪佛兰等等，这些多年来我们一直存着，并且喜欢实际开车和使用它们。
So when I came to me with an idea of why don't we take this technician's work here a long time. He doesn't want to be turning the hours like he used to. He's okay with the salary. I'm going to put him in a building and just have him work on the collector car. Just do the maintenance of our own kind of family collection. Is it? Oh, I can't pencil that and have it make any sense. Like, wait a minute. We're going to just pay somebody to. Your stuff.
所以当他向我提出一个想法时，为什么我们不让这个技术员在这里长期工作呢？他不想像以前那样长时间工作了。他对薪水还可以接受。我想把他安排在一栋建筑物里，只让他负责维护我们家族的收藏车辆。真的吗？哦，我哪能想得出来并且合理解释。等一下，我们要给某人付钱来保养你们的东西。
Okay. I got another idea. I wanted to do shoot a mic this tech that I had a custom motorcycle shop. We've noticed that I've been working on cars and let's take the two of them. And they can work on your old cars, but now we can start to advertise and let people bring in some of their collector cars and their hot rods and their muscle cars. Because we saw a need in Central out of there wasn't any one shop that could do everything that you could bring in a car and say, I want to rest them on this car. Or I just want to do maintenance and tune up or I need some paint and body work like there wasn't anybody that could really do it all.
好的，我有一个新的主意。我想在我自己的定制摩托车店里试试这个技术。我们注意到我一直在修理汽车，我们可以把它们结合起来。我们可以为你的旧车提供维修服务，现在我们可以开始广告宣传，让人们把他们的收藏车、热门车或者肌肉车带进来。因为我们在中部地区发现，并没有什么车店可以为你的车做任何事情，比如你可以带一辆车进来说：“我想修复这辆车。”或者“我只是想做保养和调整，或者需要一些喷漆和车体工作”，实际上没有人可以做到这一切。
So we started with that stuff. Found out rather quickly. That's a very challenging business because the time it takes to those builds. And you put in the manpower and all the other expensive. We knew we had to kind of leverage that with the late model stuff. And the late model stuff that's built after 2000, that you can build a supercharger on it to that or you can do wheels of tires or lift kits or whatever that looks like. Art billable hours. It's more run like a traditional service department. And those things kind of help pay the bills.
所以我们从那些东西开始。我们很快发现，这是一个非常具有挑战性的业务，因为建造那些东西需要很长时间。而且你还需要投入人力和其他费用。我们知道我们必须用最新型号的产品来提高效益。那些在2000年之后生产的最新型号的产品，你可以给它加装增压器，也可以换轮胎或升高车身等等。这些项目收费。它的运作更像是一个传统的服务部门。这些项目有助于支付开支。
And then when the bigger projects and the fun custom stuff is done. And it almost creates more of a marketing buzz than it does actual profitable side of the business.
当更大的项目和有趣的定制项目完成后，它几乎比实际的盈利部分更多地创造了一种营销的声势。
Do you have aspirations to scale significantly beyond Ohio or are you just are you really content with kind of being the leader in Ohio and just kind of want to go deeper in that state?
你有追求超越俄亥俄州的雄心，还是只是愿意在俄亥俄州内领先，并且想要在该州做得更深入一些?
No, I think that's an option for the future. We're wanting to get a little deeper in central Ohio before we make any of those moves. In my opinion, we have a couple brands that we need to go key in on.
不，我认为那是未来的选项。在我们采取任何行动之前，我们希望在俄亥俄州中部深入发展一些。在我看来，我们有几个品牌需要重点关注。
The fastest growing division by far the past two years has been our fleet commercial division. And we have really good market share when it comes to Ford in the in the fleet commercial world.
过去两年来，增长速度最快的部门绝对是我们的车队商用部门。在车队商用领域，我们在福特品牌的市场份额非常高。
What are margins on that like walk me through some fleet business margins like how does that work?
在那方面的利润如何？可以帮忙介绍一下车队业务的利润情况吗？它是如何运作的？
The fleet, you know, is interesting through through the pandemic. The margins were in line with where the new retail was. I mean, the margins were based on where they were before they grew exponentially. It's usually not high margin business is high volume business. And we get orders of two to 300 transit vans at a time. Or F-69 bread trucks for fat acts or something. It's not as much per unit, but you get a lot of units in one shot. Yeah, the money is made more in the service department.
这个车队，在疫情期间展现出了极大的魅力。利润率与新零售行业保持一致。我的意思是，这些利润是基于它们指数级增长之前的水平所设定的。通常来说，这不是高利润率的生意，而是高销量的生意。我们一次性接到两到三百辆汽车的订单。或者是F-69面包卡车之类的大型货车。虽然单个车辆的利润不是很高，但一次能够得到很多个单位。是的，我们赚钱主要靠售后服务部门。
So we built 113 blood in build converted a former direct mail company, which obviously direct mail went away. Years ago happened to be went across the street from us. 113,000 square feet. We converted that to fleet commercial sales and service as well as also apart. And really the 60,000 square feet of the service department is where really shines because there's 44. Heavy heavy base in there. And we've got a team of technicians. We've been grooming and training recruiting developing for years. And that's really where the advantage comes from, because now, now with the role to pick up the delivery mobile service, we have five fleet mobile service trucks on the road every day. Just going to job sites doing maintenance, recalls, repairs, warranty work off site. And that really is what creates the loyalty with the customer to come back and keep buying from us.
于是我们在原本的直邮公司建立了一个113家族的血脉，显然直邮已经销声匿迹了。多年前，刚好就在我们对面。面积为113,000平方英尺。我们将其改建为商用车队销售和维修的场所。其实还有其他用途。实际上，其中60,000平方英尺的维修部门是真正独具特色的，因为那里有44座重型设备。我们拥有一支经过多年培养、招募和发展的技术人员团队。这真是我们的优势所在，因为现在，我们承担起取送快递的移动维修服务的任务，每天上路的有五辆车队的移动维修卡车。它们只是前往工地进行维护、召回、修理和保修工作。这才是真正为顾客带来忠诚度的原因，使他们一直回来继续购买我们的产品。
So I'd imagine though, I'd imagine for the fleet business, it's also in a way like an just an easier sale, right? Because you're not, it's not like a potentially like, you know, a consumer again, emotional decision. It's a business.
Hey, you know, this needs to be done. Let's get it done. You're shaking your head. How do you feel about that?
所以我想，我想对于舰队业务来说，这在某种程度上就像是一个更容易的销售，对吧？因为你没有像可能的消费者一样，它不是一个情感决定。这是一个业务决定。
嘿，你知道，这需要做完。我们来做吧。你正在摇头。你对此有何感想？
Well, I love it because I've never produced a song and dance commercial to entice business owners to come and buy. That's a good one. That's all for retail consumers. Yeah. Do they see that stuff? Does it help top of mind name brand? They know the right name. They know what we're about. And even the fleet customers were hoping that they have an enjoyable experience. Something with some energy behind it in theater, rather than, you know, a lot of places, you go see their fleet manager and it's an office in the back. No, we want to, we want to keep the culture and the feeling go.
嗯，我喜欢它，因为我从来没有制作过一首歌舞商业广告来吸引企业主前来购买。这个想法不错。这主要是针对零售消费者的。是的，他们会看到这些东西吗？它有助于提升品牌的影响力吗？他们知道我们的正确名字。他们知道我们的核心价值。即使是车队客户，我们也希望他们有一个愉快的体验。希望在剧院里有一些能量，而不是像很多地方一样，你去看车队经理，只能进后面的办公室。不，我们希望保持文化和氛围的延续。
What percent, what percent of your business, roughly speaking, would you say fleet comprises of?
大致地说，你会说你的业务中车队占多少百分比？
So when it comes to trucks, so we made this decision. I think it was, it was 2017 and I was sitting in a 20 year meeting and it was toward the end of the summer. No, it was a June meeting. We're using a may composite. And somebody said something about fleet sales and I made a comment in the meeting and said, well, wait a minute. Why, why are we talking about fleet? You know, retail is our business. And this dealer said, you know, can I direct your eyes to this page in the composite? Did you notice you sold more F series pickup trucks through fleet this year that you have retail? And I grabbed that line out and watched that kind of change happen and it goes along with, I know it's not as prevalent today, but we were dealing with the fear of alternative transportation a few years ago, where what is Uber and Lyft and ride sharing and, you know, autonomous electric public buses coming to market and all these things. And there was also a very big decline in teenagers getting their drivers license. And I look at all these factors and it's like, wait a minute, this might be something that impacts us in the future on the retail side. If individuals aren't going to be out looking for vehicles to have that one car in their garage type thing, what are they going to be doing? And one of those things is company vehicles. As companies will buy fleets and provide a vehicle so based on someone's job. So to be able to kind of solidify our place in that, in that world, it says, okay, we may not sell you a car. But the company that you work for is going to buy 204 escapes off us and they're going to give you the keys to that to drive. I don't care what the means are to get the car in the driveway. I just want the car. So the we sell it one on one retail, whether we sell it through the fleet, whether we're renting it, whether it's, I was going to say subscription but that's obviously exposed itself and subscriptions are pretty much all gone away at this point. I think there's certain extent. I think they've changed.
所以，谈到卡车的时候，我们做出了这个决定。我记得那是在2017年，我坐在一个20年会议上，接近夏天结束时。不，那是六月的会议。我们使用了一个五月的综合报告。然后有人在会议上谈到了车队销售，我就发表了一番意见，说：“等一下，为什么我们要谈论车队？你知道我们的主营业务是零售。”然后一位经销商说：“你能看看综合报告上的这一页吗？你注意到今年我们通过车队销售的F系列皮卡比零售销售要多吗？”我抓住了这个线索，看着变化发生，这也与我们当时面临的另一种担忧有关，那就是替代交通工具的崛起，比如Uber和Lyft以及共享出行和自动驾驶的公共电动汽车等等。与此同时，青少年获得驾照的人数也出现了很大的下降。我考虑了所有这些因素，突然意识到这可能会对我们未来的零售业务产生影响。如果个人不再寻找一辆车停在车库里，那他们会做什么呢？其中之一就是公司车辆。公司会购买车队，并为员工的工作提供一辆车。因此，我们要占据在这个领域的一席之地，就是说，“也许我们不会卖你一辆车。但你所在的公司要从我们这里购买204辆逃逸车，并将车钥匙交给你驾驶。我不在乎你如何把车开到家里，我只关心你有车可开。”所以我们通过零售销售，通过车队销售，通过租车，虽然我原本想说订阅服务，但显然这种方式已经消失了，至少目前已经很少了。我认为这种方式也在一定程度上发生了变化。
So I think, you know, what you see is, again, a lot of the OEMs, like the manufacturer subscriptions have definitely disappeared. And then I think what's interesting about the modern, the modern subscriptions, you know, Scott painter. He's the one that founded fair. He's, he has autonomy now. And there's a couple others, but I think what's interesting about the new subscriptions. And to be clear and to be frank, I was a big hater on subscriptions because as you said, like it didn't pencil. I didn't see how it could make sense. But what Scott's doing differently and just generally speaking, what all, you know, a few other subscription companies are doing differently is that they're now, they're pretty much creating wait lists and they're only offering like one, two, maybe three skews. So like, Hey, you can only get a Tesla through me. You can only get a Toyota Prius or whatever maybe. And what that allows them to do is to basically, you know, get, build this massive wait list. And if you return your car to me, I just bring it, give it to the next person in line on that wait list. So that car is not sitting. It's my goal back to auction. I'm still taking some risk on the quality, but it is an interesting spin. And it makes you wonder like, well, that will that get subscriptions to a point where the companies can be profitable. And this is a becomes a viable business model. I don't know the answer to that, but time will tell backtracking for one second.
所以我认为，你知道的，你所看到的是，很多原始设备制造商（OEMs）的订阅已经消失了。然后我认为现代订阅的有趣之处在于，斯科特·佩恩特（Scott Painter）。他是创立fair的人。他现在有自主权。还有其他几个人，但我认为新型订阅的有趣之处在于，或者坦率地说，我曾经很讨厌订阅，因为正如你所说，它没有盈利。我不知道怎么解释它是有意义的。但斯科特（Scott）所做的不同和一般来说，其他几家订阅公司所做的不同之处在于，他们现在基本上在创建候补名单，只提供一两个甚至三个车型。就像，“嘿，你只能通过我买到特斯拉。你只能买到丰田普锐斯或其他什么车型。”这样他们就能够建立起庞大的候补名单。如果你把车退给我，我只需将它交给候补名单上的下一个人。这样，车子就不会闲置。我的目标是回到拍卖。我还是承担一定的质量风险，但这是一种有趣的变革。它让我们想知道，这样做是否会让订阅变得有利可图。这是否会成为一种可行的商业模式。我不知道答案，但时间会告诉我们。回到之前的话题。
So back to the fleet business. Is this like 10% of your business right now? 5% 50% like what is it roughly?
回到船队业务。这目前是你们业务的大约多少比例呢？10%？5%？50%？大概是多少？
35. 35% when we find the 40. Okay. It's 55% of the pickup trucks. Got it.
当我们发现这40辆车时，占了35%。好的。这意味着它们是所有皮卡车的55%。明白了。
Oh, that's that's significant. And then what do you guys, how many cars are you guys selling per year new and used? Not including fleet around 15,000 with fleet 17, 18,000.
哦，这很重要。那么你们每年卖多少辆新车和二手车？不包括车队的话大约是15,000辆，包括车队的话是17、18,000辆。
Got it. Is that mostly around Ohio? I saw you guys are pushing your online sales pretty. I get it's on your homepage. It's like right there. Called to action. Like how much of that, you know, how much of the online business are you doing?
懂了。那主要在俄亥俄州吗？我看到你们非常推动在线销售。我明白它在你们的主页上，就在那里。召唤行动。比如说，你们做了多少在线业务呢？
You know, actually, there's been an uptick the past six months. We launched our express checkout partner with Auto Fi years ago. And one of the big advantages we had when the pandemic hit is we were already live. We were trained. We were pushing forward. We were marketing it. It was on TV commercials. We were responding to every email with link and giving those convenience options. And we saw a very low takeery when the pandemic hit. And now there was even rumors. And I know in some states showrooms were closed like online was all they had. So it became a necessity.
实际上，过去六个月以来，业务有所增长。我们多年前与Auto Fi合作推出了我们的快速结账合作伙伴。当疫情来袭时，我们有一个重要的优势，那就是我们已经上线了。我们已经进行过培训，不断前进，并进行市场推广。我们的广告出现在电视上。我们会回复每一封邮件并提供方便的选项。当疫情爆发时，我们看到接受服务的人数非常少。甚至有传言称，在一些州，实体展厅都关闭了，所以在线购物成为了一种必要选择。
And that actually is what sparked that market. All of a sudden people realizing, wait a minute, I don't need to come to this place of business for all these people work where there could be exposure. We were meeting people at neutral locations, like the airport parking lot. We'd go to their home. We go to their place of business. And during the summer of 2020. We did a few hundred double and it was growing.
这实际上就是引发了这个市场的原因。突然间，人们意识到，等一下，我不需要去这个商业场所，在这里有可能接触到许多人。我们在中立的地点会见人们，比如机场停车场。我们会去他们的家，去他们的工作地点。在2020年夏天，我们进行了几百次双重交易，并且还在增长。
Once like August of 2020 hit and people were less afraid of the virus. They were now having cabin fever. They've been cooped up. And they would like, no, I want to come to you. So then we started retraining them to understand that if they click the link and they start sharing information with us. We could start building our deal. We could get it submitted to the bank. And now when the customer actually came in the dealership, we could really expedite the process. And we could take it to where even if they showed up and they wanted to switch to a different car, we were still averaging less than an hour for them to come in and out.
一旦2020年8月来临，人们对病毒不再那么恐惧了。他们迫切地想出门活动。他们一直被关在家里。他们会说：“不，我想亲自去找你。”于是我们开始重新培训他们，让他们明白，如果他们点击链接并与我们分享信息，我们就能开始进行交易。我们可以将交易提交给银行。当客户真的来到经销商时，我们可以加快流程。即使他们到场后还要换辆不同的车，我们仍然平均不到一小时就能帮他们办理离开手续。
Those that did come in to buy the same car, it was like 42 minutes average. And I think that is something that is now becoming more and more popular. As people are getting busy, they're out doing things in the world. There's so much going on that to be able to tell someone, no, you're not going to be here for four hours. And, you know, here's just click this a can. We're going to start sending this out. And we're going to, you know, it's going to get submitted to the bag. You're going to see some rates come come back to me. We can talk about all that when you get here. We just want to make sure the car is the right car for you. And when they show up in the cars, what we say it is. They test drive it like it that it really helps just take it from that point to celebrating delivery. Because buying a car should be fun, whether it's a new car or a used car. There's something emotional there that you want to keep that energy and that fun level up. It should be fun buying. It shouldn't be sitting at a desk waiting for hours wondering what's going on.
那些确实前来购买同款车的人，平均只需42分钟。我认为这种情况越来越普遍。随着人们变得越来越忙碌，他们在外面忙于各种事情。世界上发生了太多事情，告诉某人他们不需要花费四个小时的时间来购车，这变得越来越受欢迎。我们只需要让他们点击一下，我们就会开始处理并提交给管理部门。当你到达时，会有一些报价给我，我们可以在那时讨论。我们只是想确保这辆车适合你。当他们亲身体验到车子时，它符合我们的描述。他们喜欢它的试驾功能，这可以帮助我们顺利进行交付。因为购车应该是一件有趣的事情，无论是新车还是二手车。其中有一些情感在内，你希望保持这种活力和乐趣。购车应该是有趣的，而不是坐在办公桌前等待数小时而不知道发生了什么。
So I guess on that note, another thing that I found interesting, which, you know, you see this sometimes, but again, it depends. Is that you separate your, it seems like you separate your special finance or your call it your challenge credit into, you know, the call it the credit repair factory. Now, is that the fact that you do that, right? Is that what allows you to kind of have this seamless process of, you know, you mentioned like having an online integration where I can get my terms and stuff kind of like that. Quarter call, kind of like that. Or whatever you want to call it. Buy that car online. Because, you know, we all know if your credit is not, you know, superior or great, like, you're just going to, it's a more lengthy process to get a proof for that car.
所以，我想在这个问题上，另一件我觉得有趣的事情，你知道，有时候你会看到这种情况，但这取决于情况。你好像将你的特别金融或者说是有挑战性的信用分离出来，你可以称之为信用修复工厂。现在，你这样做的目的是什么呢？这样做是否能够使你拥有一种无缝的流程，就像你提到的那种在线集成，我可以获取我的条件之类的东西。类似Quarter call那样，或者你想怎么称呼都可以。通过在线购买汽车。因为我们都知道，如果你的信用不好，你想获得购车批准将是一个更长的过程。
So how do you how do you balance those two with offering that online experience. But then realizing that some customers just need more hand holding through the process. Most banks, when there is questionable credit or challenges or some red flags in an application, they just auto decline. Then we get on a phone. You pick up a phone to rehash and why did the system auto decline this? Oh, here's that one reason. Okay, let's get over that. Here's what it really is.
那么，对于提供在线体验和意识到一些客户需要更多协助的情况，你如何平衡这两者呢？大多数银行在申请中出现信用问题、挑战或其他可疑红旗时都会自动拒绝。然后我们会通过电话来解释，为什么系统会自动拒绝这个申请？哦，原来是这个原因。好的，我们克服这个问题，这才是真正的情况。
So the way that works is if someone goes on and does an online application and it's a scenario where they're going to get, the response is going to be, hey, this is going to take a little extra time and someone's going to contact you. It goes directly to that department and the credit factory. It does have a few individuals that are in our company that truly understand the secondary finance. We also have a secondary finance lending arm called Tracer Financial. We learn a lot from them. We see what applications that they're getting and we try to at least create an option.
所以，工作原理是，如果有人在线申请，而且情况是需要额外的时间，有人会联系你。申请将直接发送到那个部门和贷款工厂。我们公司确实有几个人真正了解二次金融。我们还有一个叫作Tracer Financial的二次金融贷款部门。我们从他们那里学到了很多东西。我们会看到他们收到的申请，然后尝试至少提供一个选项。
I don't want to, that's kind of the goal is never to tell someone no. We've always been known as a dealer. Someone will go to another small dealer that's down the road and based on the credit score and just knowing the amount of work it's going to take to get a deal funded, they'd rather just pass. They will literally tell that customer, have you gone to write it? No, I love this because this is like, it reminds me of Amazon in a way, right? And I'll tell you where and what sense. You guys are taking the consumer and you're saying, how can I add value in every possible way so that I can grab the biggest piece of the gross merchandise value? And in addition to that, you're also saying, let me take my call centers, right? And you mentioned the customs business and let me turn it into a profit center, right? Like Amazon Web Services, it's the other thing everyone talks about exhibit A, you know, Amazon took this thing that was costing them a ton, turned it into a extremely profitable business. So very, very cool business model.
我不想这样做，而我们的目标从来就不是告诉别人“不行”。我们一直以来都是一个交易商的名字。有人会去另一个小的交易商那里，根据信用评分以及对完成交易所需工作量的了解，他们宁愿放弃。他们会直接告诉那个客户，你有去办理吗？不，我喜欢这个，因为它在某种程度上让我想起亚马逊，对吧？我会告诉你在哪里和是什么意义上。你们把消费者当做重点，你们说，我如何在每一个可能的方式中增加价值，从而能够获得最大的总商品价值份额？此外，你们还说，让我把我的呼叫中心，对，你提到了海关业务，让我把它变成一个盈利中心，对吧？就像亚马逊网络服务一样，这是每个人都在谈论的东西，亚马逊把这个原本给他们带来很多成本的东西变成了一个极其有利可图的业务。非常、非常酷的商业模式。
Tell me more about, I want to jump into lending because you just mentioned lending and again, another very interesting business that you're in. One quick question before we do that, just wrapping up with online sales. So you mentioned, you know, there's a rise then there was kind of a decline. What percent of your business today is online sales? And when I say online, I mean, someone buys it online, takes delivery at home, doesn't even come to the dealership at all.
告诉我更多关于你所提到的借贷，因为你刚刚提到了借贷，还有一种非常有趣的业务。在我们进行这个话题之前有一个快速的问题，关于在线销售的总结。你提到过有一个上升和下降的趋势。那么现在你的业务中有多少百分比是来自在线销售？我所指的在线销售是指购买者在线下单并在家里收到交付，而没有到实体店去。
That's about five percent. It is, you know, people don't hate the brick and mortar dealerships. That was one of those kind of marketing messages that Karvana started early on. You know, people hate, actually it wasn't Karvana's vroom. Vroom had a TV commercial that talks about how people hate car dealership, it gets sucked. Car dealership sucks. And it's not the actual thing. I think that was the Super Bowl commercial also. Yeah, that's right. And I just had a meeting with the Vroom people with auto fines, talking to them about actually listing dealer inventory on their site, working together. Then they came out with that commercial one. I didn't return anymore. You're like, I'm out. Done. You want to go to work? You don't want to do this.
大概是五个百分点。你知道的，人们不讨厌实体店。那是Carvana早期开始的一种市场宣传信息。你知道的，人们讨厌，实际上不是Carvana，是Vroom。Vroom有一个电视广告，谈论人们如何憎恨汽车经销商，觉得汽车经销商很糟糕。汽车经销商很糟糕。但事实并非如此。我认为那也是超级碗广告。是的，就是那样。我刚刚与Vroom的人以及汽车罚款机构开了个会，跟他们讨论在他们的网站上列出经销商的库存，并一起合作。然后他们就推出了那个广告。我再也没有回复他们。你可以说，我放弃了。你想要工作吗？你不想做这个了。
So what we found is when you give some on the option, and this is what we started saying on the word track, is, yeah, it looks like we have your completed application on this vehicle, would you like to schedule a time to take delivery at your home or place of business? Or would you like to come here? It'll take about 45 minutes to celebrate taking delivery. And 99% of the responses were, oh, if I'm going to be there for 45 minutes, I'd love to come there. They want to come here. They just don't want to be trapped here. They don't want, you know, because of all the stereotypes, because of when I was trained in 2001, out of cell a car, someone jokingly told me to take the keys of the trade and throw it on the roof of the building. So they can't leave. You know, like you literally were trained to trap people. There was grace and time. The longer you can take, the longer you can draw out the process, get control of your customer, drag them through the mud. That's how you'll make the most money. And that is completely the opposite now today.
所以我们发现的是，当你给别人提供选择时，我们开始通过口碑传播的方式说，是的，看起来我们在这辆车上收到了你的完整申请，你想安排在你的家或商业场所送车的时间吗？还是你想过来我们这里？整个过程大约需要45分钟。而99%的回答是，哦，如果我需要在那里待45分钟，我很愿意去那里。他们想亲自过来。他们只是不想被困在这里。因为所有的刻板印象，因为当我在2001年接受培训销售汽车时，有人开玩笑地告诉我把交易的钥匙扔在建筑物的屋顶上。这样他们就不能离开了。你知道，实际上你是被训练好把人困住的。以前是有优待和时间的。你花费的时间越久，你就可以更好地控制顾客，把他们拖泥带水。这就是你赚最多钱的方式。但现在完全相反了。
Now, I was going to say, but like the elephant in the room is that to a certain extent, they used to be true. Yeah. And now it's been transparency. To be able to offer a product is identified online as it is in person with all factual, authentic information. They just want to sign a job. They just want to be done. Yeah. And so now there's kind of grossing that it is when the service department, too, we started monitoring the time between when we inspected vehicle and when we, I guess, want to quote, that the longer you take in that process, the more app they are to say no or decline repairs. So it's quite an opposite. Yeah.
现在，我本来想说的是，就像藏在房间里的大象一样，某种程度上，它们过去是真实存在的。是的，现在已经有透明度了。能够提供的产品与现实中的产品一样，在线上有所有真实的、真实的信息。他们只想签订一个工作。他们只想完成。是的，所以现在有一种恶心感，当服务部门也开始监控我们检查车辆和我们希望报价之间的时间时，你在这个过程中花费的时间越长，他们拒绝维修的可能性就越大。所以这完全相反。是的。
And you can walk right into a service lounge after someone sat down for two minutes and say, Hey, cardiovascular sub guy, I just looked at your car. And these are the three major things that need to be fixed right away with your signature. We go ahead and get these started. A hundred percent of the time they just, they, they say, I said, go because it doesn't feel like we're looking for things to try to make more money off. And it's the same way as sales. As someone comes in, they sit down, they do everything online.
然后，当有人刚刚坐下两分钟后，你可以直接走进一间服务休息室，说，嘿，心血管科的那个人，我刚刚看了你的车。这是需要立即修复的三个主要问题，请签字。我们会立即开始处理这些。百分之百的情况下，他们只是，他们，他们会说，我说，去吧，因为它不会让人感觉我们是在寻找机会来赚更多的钱。在销售中也是同样的道理。当有人进来，坐下，他们会在网上完成所有操作。
You print a proposal off and you come down the desk and you say, Hey, Mr. customer, here's the car. Just as you saw online, you drove it. Everything is exactly as instead of wood. Here's the price you saw online. Here's everything else. Close right here. There's a couple payment options. Which one do you prefer? They're going to sign in circle and say, how long can you play and get out of here? Yeah. And they're up to you think, what do you think online sales looks like by, you know, by 2030?
您打印一份提案，然后走到桌子旁，对客户说：“嗨，客户先生，这是您预约的汽车。它和您在网上看到的一模一样，您试驾过了。一切都和原木一样。价格和您在网上看到的一样。其他所有信息也在这里。在这里签字吧。这有几种付款方式。您更喜欢哪一种？他们会在圈内签字并问，你能在多长时间内处理好一切并离开吗？是的。就你来判断，您认为到2030年在线销售会是什么样子？
I mean, do you think it continues rising across the board or do you think that what changes is actually the in-store experience continues improving, bringing more people in to the actual establishment as opposed to doing everything remotely? When you think about it, the world of new cars and they're updating models like every two years. So there are those cases where, I mean, you know, let's take the outsider Tesla, for example, the model Y, really none of their body styles have changed in nine years. They have not redesigned a model at all. The model wise, the same car, they've just been focusing on how to build it cheaper and faster. And now with the crack, aluminum, subframes, we'll see how the quality gets affected.
我的意思是，你认为整体上它会持续上涨，还是实际上店内体验的改善会带来更多的顾客到店里，而不是通过远程操作完成所有事情？想一想，汽车界的新车型都在不断更新，大约每两年换一次。所以有那些情况，比如说，我们来看一下特斯拉这个外行者，他们的车型Y，实际上在过去的九年里，他们的车身样式一直没有变过。他们根本没有重新设计过车型。车型Y就是同一款车，他们只是专注于如何更便宜更快地生产它。现在，有了裂缝的铝合金横梁，我们将看到质量会受到何种影响。
But they've created a marketplace to where you know what that car is. You've seen that car on the road. You've probably driven one before. There's nothing else special or unique you're going to find out. People feel confident going online and ordering a Tesla and just having a delivered tool. When it comes to some of the other models, use like Ford, for example, we just started receiving the new 2024 Mustangs. They look different. They drive different.
但是他们创建了一个市场，你知道那辆车是什么样的。你在路上见过那辆车。你可能以前开过一辆。你不会发现任何特别或独特的东西。人们对于在网上订购特斯拉并且只是拿到一辆交付的工具感到有信心。当涉及到其他一些车型时，比如福特，我们刚开始收到2024款野马。它们看起来不同。它们驾驶起来也不同。
For someone to go online and just buy that car, having never seen it in person or drove it doesn't seem like the general consumers are jumping on that chip just yet. I think about the world of used cars. Like, I guess if something has such an extreme guarantee, probably why Caravana has, you know, seven day return policy, car max with their 30 days, because that's the only way to give someone the peace of mind of being like, no, no, no, this used car with 40,000 miles, that you can look at paperwork on the vehicle history, but you've never seen it. You've never driven it. You don't know how touched up and photoshopped as pictures are online.
对于一个人上网只是购买那辆车，从未亲自见过或开过它，似乎一般消费者还没有追随这个趋势。我思考过二手车的世界。比如，我猜如果一个东西有如此极端的保证，可能就是为什么Carvana有七天退货政策，carmax有30天退货政策，因为这是唯一能给人带来安心感的方式，就像是，不，不，不，这辆有4万英里的二手车，你可以查看车辆历史的文件，但你从未见过它，从未开过它，你不知道网上的照片是否进行过修饰和Photoshop处理。
I think that there's, I think it's harder for the used car world to be okay with just buying something like that. I think that they really want to be able to touch it and feel it and drive it and smell it. Well, your Tesla example, I mean, I think you're bringing up an interesting point though, right? If Tesla is not changing up their body styles yet, you know, the sales are growing, what does that tell us about legacy manufacturers? Are they changing body styles too much? Is that where they're competing on the looks? Whereas, you know, Tesla is sort of trying to focus on, I only want an EV type of driver. How do you think about that?
我认为，在二手车领域，对于只是买一辆车来说，这样的情况比较困难。我认为他们真的想要能够亲自感受、亲自试驾、亲自闻到车内气味。唔，你提到的特斯拉的例子，我觉得你提出了一个有趣的观点，对吧？如果特斯拉还没有改变车身风格，但销量却在增长，那么这对于传统制造商来说意味着什么？他们是否在车身造型上改变得太多？而特斯拉似乎更注重“我只想要电动车型的驾驶者”。你对此有什么看法？
Yeah, I think I think Tesla has created a status symbol with their brand where there's, you know, there's a cool factor. I think about high schoolers today, you ask a high schooler with car, they want to drive them. You want to say Tesla? Because it's this, it's this outsider, as I like to say, right? The startup that is not a maker, they're doing things different. They're going against the grain. There's kind of this cool factor there. The people want to be in that niche club that just wants it because it's different. I would hate to see every car maker turn into Tesla.
是的，我认为特斯拉通过他们的品牌创造了一种身份象征，有一种酷炫的因素在里面。我想到现在的高中生们，你问一个有车的高中生，他们会想要开什么车，他们会说特斯拉。因为特斯拉不同凡响，他们是一个创业公司，他们做事跟别人不一样，他们在逆流而行。这里有一种酷炫的因素，人们渴望加入这个特立独行的俱乐部，只是因为它与众不同。我不想看到所有汽车制造商都变成特斯拉。
I would hate for every car on the road to be the same body style it was for the past nine years, then it's going to get boring, then it's going to look like these projections we see in the future in 100 years where every one of those model cars in the road all looked all looked the same and the flying cars all looked the same.
我会讨厌每辆路上的汽车都保持过去九年的相同外观，因为这会变得乏味，就像我们在未来100年的投影中看到的那样，所有这些车辆的车型看起来都一模一样，而飞行汽车也都相同。
I love the style and design part of our business. That's what creates the emotion. You know, the performance of the power of trains, the motion, the style and design and the way the section is of a car or SUV looks like that creates emotion. And I'm a big fan. I see the sparkle in your eye. Yeah.
我喜欢我们业务中的风格和设计部分。这是创造情感的东西。你知道的，火车的动力表现，运动，风格和设计以及汽车或SUV部分的外观，这些都创造出情感。而我是一个忠实的粉丝。我看到你眼中的闪光。是的。
I dig it's where that creative part comes from. That's the key. Dude, you're a creative. I mean, you're a creative. It's very clear. Yeah. I mean, something everything I've seen and you are a creative and it's important to you. I think other people don't give a s***. It's not important to them.
我喜欢它，那是创造性的来源所在。那是关键。兄弟，你是有创意的人。我的意思是，你是个有创造力的人。这一点非常明显。是的。我的意思是，从我所见的，你是个有创造力的人，这对你来说很重要。我觉得其他人不在乎。这对他们来说不重要。
I think there's a market for both. And yeah, I mean, I buy it. It makes sense to me. I just got a Google chat from our Ford division. They have a red four door Bronco that just came in and they want to send it over to Rabbit, but they want me to design like if they want my kind of saying it.
我认为两者都有市场。是的，我的意思是，我买账。对我来说很合理。我刚刚收到了我们的福特部门发来的一条谷歌聊天消息。他们有一辆红色四门Bronco刚到，想要将它送到Rabbit那里，但他们希望我设计出他们想要的样子。
Oh my God. You're the opposite of me. You're the buyer's graphics. Yeah. No, you're the opposite of me. Like I would, you know, I look at the cars and stuff and to me, it's a I have just like zero emotions towards the enough to it's literally mental. And I always tell people I'm like, I'm not a car guy. Like I'm a business first guy that is happens to be in the car business that loves it, but I was never, I never, I never got into it. So I love it. I was first. I love most now. And I love the industry in the business. Like I love the car business. It's so much fun. It's not just hard.
哦，天哪。你和我完全相反。你是买家的图象。是的。不，你和我完全相反。就好像我，你知道，我看着车什么的，对我来说，我对这些完全没有任何情感，完全是理智的。我总是告诉人们，我不是一个喜欢汽车的人。我首先是一个以生意为主的人，碰巧我从事汽车生意并热爱它，但我从来没有投入其中。所以我首先热爱事业。我热爱大部分的现在。我喜欢这个行业和生意。就好像我喜欢汽车生意一样。这太有趣了。它并不只是困难。
You got to be thick skinned. You got to have a short memory. You got to be able to think deeply. You got to be able to stay on your toes, connect with people and really every aspect of business school, whether it's finance, marketing, merchandising, like it encompasses everything. And when they all work together in jail, when our accounting department knows how many use cars we have out today and what our goal is for the month and people are rallying around those things and you feel that energy and emotion, it's a really fun business. It sure is.
你必须要有厚脸皮。你必须拥有短暂的记忆。你必须能够深入思考。你必须能够保持警惕，与人们建立联系，并真正了解商学院的各个方面，无论是财务，市场营销，还是商品销售，它都包罗万象。当所有部门齐心协力，我们的会计部门知道我们今天有多少二手车和本月的目标，人们团结在这些目标周围并感受到那种能量和情感时，这是一个非常有趣的商业。确实如此。
Yeah. So a very important topic. I get asked about a ton and it's just hot right now, auto lending. So I mentioned a couple of minutes ago. So you have an auto lending business. Like give us an overview. What is this lending business? What type of consumers do you focus on? How much business are you doing annually? Just give us a quick overview and know what I've been.
是的，这个话题非常重要。我经常被问到，现在也非常热门，就是汽车贷款。我刚才提到过一次。所以你拥有一家汽车贷款业务。请给我们一个概述。这个贷款业务是什么样的？你们主要关注哪些消费者群体？你们每年有多少业务量？简单概括一下，知道你能够明白我的意思。
So the finance company is a very much a sucker. It is a state maximum interest rate. In fact, our own retail dealerships do between five and 10 deals a month with them. And it is kind of a catch all for those that have been turned down by the other banks. So right now we're really positive because some of those bigger banks that have just been buying anybody and everybody with huge advances, little money down with little fees are now starting to realize that their portfolios aren't looking too good.
所以这个金融公司非常不靠谱。它的利率达到了州最高利率。事实上，我们自己的零售经销商每月与他们做5至10笔交易。这个金融公司是那些被其他银行拒绝的人的最后救命稻草。所以现在我们非常乐观，因为一些那些过去一直以大额预付款、少量首付、少量费用购买任何人的大银行开始意识到他们的投资组合看起来不太好。
And repos are on the rise, delinquencies are on the rise. And we are seeing a much bigger uptick in applications through the trace for financial arm than we were even one or two months ago. It is so it goes to show us that some of these other banks aren't buying as the other Santanders of the world, Cap One, they're still buying strong and deep. And we're retail standpoint that number one issue we're having is negative equity because two and a half years ago, if you came in to buy a used car, a new car and you were paying the market prices then, your car is depreciated plus the market has dropped.
目前，存款正飙升，逾期款项也在不断增加。我们通过财务渠道看到的贷款申请量比一个或两个月前还要多得多。这表明，相较于其他银行如Cap One，他们仍然在积极购买；我们能看到其他银行如Santander购买力下降。而从零售角度来看，我们目前最大的问题是负资产，因为两年半前，如果你想购买一辆二手车或新车，并以市场价支付，那么你的车辆价值将会贬值，再加上市场下滑的影响。
And this past Saturday, we had to put a perspective, the used car factory sells generally about 50 cars on a Saturday, sometimes 60, and they'll look at 100 to 120 deals. They had 10 deals on Saturday, they all had more than 10 grand negative equity. We've never seen that on a Saturday. So we're seeing the negative equity uptick advances have been shortened to where two years ago, because the books weren't keeping up with the market, the guidebooks that they were lending off of, we were seeing advances of 140, 150%.
上个星期六，我们不得不思考一个问题，二手车厂一般在星期六能够卖出大约50辆汽车，有时也会有60辆，而他们会考虑100到120笔交易。然而，上个星期六他们只有10笔交易，而且这些交易的负债都超过了10万元。我们以前从未在星期六见过这种情况。因此，我们看到了负债的上涨现象，因为两年前由于账面记录没有跟上市场的步伐，他们贷款的指南价格是上涨了140%，甚至有150%。
And they were okay buying them because there was money, people were making payments and there was cash flow. So they were okay with the larger advances. Now they have definitely cut that back to where it was before the pandemic. And if the bank is saying 115%, 110%, they're not stretching beyond that, get call them and be real nice and be like, hey, I just need 117%. I need to go get more money down and people don't have more money down. No, but they're shopping and they want to buy that the demand is in the marketplace, that they don't have the massive negative equity.
他们愿意购买这些房产，因为有资金，人们正在进行付款，而且有现金流。所以他们对更大的预付款感到满意。现在，他们肯定已将该比例缩减到疫情前的水平。如果银行说要115％、110％，他们不会再过度伸展了，打个电话过去，友善地说：“嘿，我只需要117％。我需要拿更多的钱来首付。”但人们没有足够的首付款。不过他们正在购物，并且他们想要购买，市场上有需求，他们没有巨大的负资产。
And then when it comes to payments because the interest rates, we're looking at what is right now average prime rate across the boards like in the 9s or 8, 9, 9, 5, and even one of our $8,000 we use for the majority of our loans. I used 2012, you're paying 14 and a half percent, 12 and 14%. That's an 800 beacon.
在谈到付款方面，因为利率的原因，我们正在查看目前全面的平均储备利率，如在9%或8.95%这样，甚至在我们大多数贷款中使用其中之一的8,000美元。我使用2012年的数据，您需要支付14.5%和12%至14%的利率。那是在800信用评分的情况下。
Wait, just say that again. So 800 credits score, 800 beacon is paying, you're saying 12 to 14%. And on what cars are you seeing that?
等一下，刚才再说一遍。所以800分的信用分，800点灯的信用评分，你是说利率是12%到14%。那你看到这个利率是在哪些车上？
Like an eight or nine year old used car.
就像一辆八九年的二手车一样。
这句话的意思是，某物或某人看起来非常老旧，类似于一辆已经使用了八到九年的汽车。
Wow. So between that depreciation and repairs, I mean, it's not, you're pretty much in a hole. I mean, there's banks saying, you know, we're going to give somebody, you know, a first time buyer program that's a high interest rate and they're capped at $400 a month, but they have to buy something with under 60,000 miles. Is it that car doesn't exist?
哇。所以在折旧和修理费用之间，我的意思是，你基本上已经陷入了困境。我的意思是，银行说，我们将给予某人一个首次购买者计划，但是利率很高，月供限制在400美元，但他们必须购买一辆里程低于60000英里的车。是这样的车不存在吗？
Yeah. Can't take 20% especially today. Much money and get a $400 payment unless you're, you know, 12, 15 grand car by the time you find those, they have more than 60,000 miles for sure.
是的。尤其是今天，不能承受20%的费用。除非你能找到一辆价值12, 15千美元的车，否则很难收回这笔钱，而且要在你找到这样的车时，它们很可能已经行驶超过6万英里了。
Have you ever had any like crazy, crazy marketing ideas that you just didn't pursue? I mean, you're obviously, you know, you like operate very aggressively. Have you ever had something like that? I got one that I got. I'm curious. I kind of want this right. I have one that I couldn't get past. What is it? Give a thought.
你有没有过一些疯狂的、疯狂的营销创意，但又没有去实施的？我的意思是，显然你非常积极进取。你有过这样的想法吗？我有一个，我很好奇。我非常想实现它。我有一个没能实现的创意。你觉得呢？想一想看。
The powers at me because I, you know, there's these two oracles or column. Okay. We can stat learn Waldorf because they like to sit in the top of the theater and heckle me when I'm doing my job. But we did a commercial about 10 years ago for motor trend certified use cars called pizza ship and pizza ship is on YouTube. Pizza ship has a lot of use. Pizza ship is hilarious because it's kind of a run on like we don't sell pieces and it shows a pizza delivery boy and a beat up Cavalier kind of rubbing the scratches out and putting it for sale sign. And the old concept is you won't find any pizza ships here. Any quality certified use cars. Okay. So that was a quality based that when we started getting into the world of digital retailing, which at the end of the day, the whole purpose is to save time. I wanted to create a campaign called clock suckers that when you go to other dealerships that don't have this digital retailing capability, they're there to waste your time and they're a bunch of clock suckers. And I just couldn't get that push. That's just too close. Family business. We never included, you know, drugs, alcohol, sex or anything in our ads to sell. It's provocative. Yeah. It's definitely edgy. TV will put it on the Cartoon Network or something. The late night shows. I saw your what the Ford one that was good to.
因为我知道，在我做我的工作时，那些权力在监视着我。我们可以开始学习沃尔多夫，因为他们喜欢坐在剧场的高处，当我工作时嘲笑我。但是大约10年前我们为Motor Trend认证的二手车做了一个叫做"Pizza Ship"的广告，现在在YouTube上可以看到。"Pizza Ship"有很多用途。"Pizza Ship"非常搞笑，因为里面有一个连续剧情，我们不卖披萨，广告中是一个披萨外卖小伙子和一辆破旧的Chevrolet Cavalier车，他在擦去划痕并贴上待售标志。广告的主题是，你在这里找不到任何披萨船，只有优质认证的二手车。那是一个基于质量的宣传，当我们开始进入数字零售界时，其整体目的就是节省时间。我想要创建一个叫做"Clock Suckers"的广告系列，意思是当你去其他没有数字零售能力的经销商那里时，他们会浪费你的时间，他们就是一群浪费时间的人。但是我无法得到支持，这太冒险了，因为我们是一个家族企业，我们从来没有在广告中涉及毒品、酒精、性或其他任何形式来销售产品。它具有挑衅性。是的，它绝对具有犀利性。电视台可能会在卡通频道或晚间节目中播放。我看过你们的"福特有何妙计"那个广告，很不错。
Yeah. That was a little play. Yeah, it was good. Words were arriving. Yeah. Yeah. Forward.
是的。那只是个小插曲。嗯，不错。言辞不断涌现。嗯。嗯。继续前进。
So I want to I want to I want to take a tangent. Holy shit. I didn't see that one, but that's I'm sure it's good as well. Tell me more about so before we started the pod, we kind of just started having a conversation and then realized we're not, you know, we didn't record yet. So that was that. But let's kind of let's go back to that first. Like we're talking about your uncle. Your uncle, Rhett was the NEDA National Auto dealer association chairman in 2020 for anyone that doesn't know what that means. It means, you know, in this industry, you're you're a big shot if you're the NEDA chairman. You have a lot of you have a lot of juice. Let's put it like that. But your uncle, I would assume is very close with, again, auto manufacturer, the CEOs and whatnot. Just give us a little kind of sneak peek into the politics. You know, a couple months ago, there's an article that came out from slate. I want to say, and it was like talking about, I don't know, like NADA, like the parties at NADA or I really don't remember the exact, you know, context of what it was said in the article. I'm speaking about NADA and just kind of like behind the scenes. And I'm curious here from you, like what is happening right now in that world with the politics with the manufacturers? There's a lot of moving pieces. There's a lot of the, you know, some are gold, full EV, some are, you know, kind of anti EV, some are, you know, like Nissan just announced their gold for this like hybrid EV and internal combustion. They're kind of all over.
所以我想，我想，我想扯远了。我的天哪，我没有料到这一点，但我确定那个也很好。在我们开始录制播客之前，我们有点像闲聊，然后意识到还没有录音。就是这样。但我们先回到之前的话题。我们在谈论你的叔叔。你的叔叔，Rhett，是2020年NEDA（全国汽车经销商协会）主席，如果有人不知道这意味着什么，就是在这个行业中，如果你是NEDA主席，你就是个大人物。你有很多说话的权力，我们可以这么说。但我猜你的叔叔应该与汽车制造商的首席执行官等人关系密切。告诉我们一些关于这个世界的政治的小窥探吧。几个月前，有一篇文章发表在slate上，我想说的是，它在谈论NADA的派对，或者我真的不记得文章中具体的背景是什么。我现在在谈论NADA和幕后的情况。我很好奇听听你的意见，目前在那个世界里的政治局势如何。有很多变动的因素。有一些企业全面转向电动汽车，有一些企业对电动汽车持反对态度，有一些企业，比如日产刚刚宣布他们既有混合动力电动汽车又有内燃机车型，他们的立场比较模糊不清。
So what is happening right now in that world and just give us, you know, a sneak peek behind the scenes of what you know and through your uncle as well.
所以，现在在那个世界上发生了什么，你可以给我们一些离经叛道的幕后消息，包括通过你的叔叔了解到的内容。
Yeah. And what I know is I try to suck as much information from him as I can to find out what's really going on because you'll hear things in dealer meetings and you'll hear ideas coming up. And obviously we've been making a lot of investment in the world of EV, for example, brand new facilities and showrooms.
是的，我知道的是我尽量从他那里获取尽可能多的信息，以找出真正发生的事情，因为在经销商会议上，你会听到一些消息，会有一些新想法提出。显然，我们在电动汽车领域已经进行了很多投资，例如建设全新设施和展厅。
And I've got my opinion on what I think the future looks like and I don't feel like we need these gigantic 40, 50,000 square foot showrooms that are two stories tall and the way that their facility guidelines are forcing us to build them because we just talked about the world of pickup and delivery and remote sales and even in service with mobile service and what's going on there. There's going to be fewer consumers needing to drive to our dealerships in the future.
我对未来的看法有自己的观点，我认为我们不需要那些占地40,000到50,000平方英尺的两层高的巨大展厅，也不需要按照他们的设施标准来建造它们，因为我们刚刚谈到了接送和远程销售的世界，甚至还有移动服务和正在发生的变化。未来，需要前往我们经销商店的消费者将会越来越少。
We're got more capability to go to them to go get their car, let them stay where they're at and comfortable. And then some of the investments in the, you know, the east side also, we will have between really our two main properties. We have 37 charging stations. We're at 50 by the end of the year. We don't have 50 electric cars available for sale even. We definitely don't have 50 people in the marketplace wanting to buy electric car today. There is, there's some markets, I'm sure in California and Florida and Texas and New York, there's other smile states that have a lot more demand, we're in central Ohio.
我们具备更多的能力去取他们的车，让他们在原地舒适地待着。而且我们在东区的一些投资，我们将在我们的两个主要物业之间拥有37个充电站。年底之前我们会达到50个充电站。但是我们甚至没有50辆电动汽车可供销售。在市场上，也绝对没有50个人想要购买电动汽车。当然，加利福尼亚、佛罗里达、德克萨斯和纽约肯定有其他更多需求的市场，但我们位于俄亥俄中部地区。
There's a lot of rural area around us and farms and things and there's no charging infrastructure yet. And it's really a niche product. And I'm saying that as an advocate because I ordered a mustang maki GT performance edition when it first came out. I drove it for two months. I loved it. I missed having a pickup bed. I like to do things on weekends and use the utility part of the truck. When the F-150 Lightning came out, I got one of the first ones. I drove it. I put 10,000 miles on it. I loved it. I turned it back in about three months ago. We sold it and I've been driving a gas truck since and I just told our use car manager yesterday, just go find me and use Lightning. I love the EV. I love the performance. I love not having to stop at a gas station every week. I just plug it into my house. I'm good to go all day.
我们周围有很多农村地区和农场等，但还没有充电基础设施。实际上，这是一个非常独特的产品。我这么说是因为我是一个支持者，当野马牌Mach-E GT性能版刚出来时，我就预订了一辆。我开了两个月，非常喜欢它。但我错过了一辆皮卡车的货箱。在周末我喜欢做一些事情，并使用卡车的实用部分。F-150 Lightning推出时，我是第一批购买者之一。我开了一段时间，行驶了1万英里，非常喜欢它。大约三个月前，我把它退回去了，我们卖了出去，从那时起，我一直开着一辆油车。昨天我告诉我们的二手车经理，找一辆用过的Lightning给我。我喜欢电动车，喜欢性能，不用每周去加油站，只需把它插到家里充电，我就可以一整天不用担心了。
But the general public isn't there yet. The hype that was created through media and marketing and just kind of willing this thing into fruition, these manufacturers just trying to announce, this is what we're building now. This is the future. This is what you need to buy. Everybody get on board has slowly fizzled away the past eight, nine months. Do you think Ford is going to backpedal under on their plans? They say they're not. They say, but and you know what, if they've already built the plans, if they already have, they're like the F-150 Lightning, for example, it's a great truck. It's the affordability is the issue.
然而，普通大众还没有达到那个阶段。通过媒体和市场营销所营造的炒作，以及厂商们试图宣布他们正在构建的东西。这就是未来，这就是你需要购买的东西。每个人都加入进来，但这种炒作在过去的八九个月里慢慢逐渐消失。你认为福特会对他们的计划退缩吗？他们说他们不会。他们说，但是你知道吗，如果他们已经制定了计划，如果他们已经像F-150 Lightning一样进行了建造，那是一辆很棒的卡车。问题在于价格的可负担性。
They don't have a price point for the average American yet. Tesla figured that out a few years ago, if they can build this model wide for 17 grand cheaper and be able to present a product that's under 50 grand that has a 300 mile range that does what does what everyone needs, I think a lot more people would be in tune to it. But you look at what the real desire believe these are on the market. They're 60, 70, 80, 90 thousand dollars. And it's usually someone getting it as a second vehicle or they have it as their daily driver, but they still have that ice vehicle in the garage or road trips or backup because it's not really, it's not means, at least in close to life, it's not mainstream yet at all.
他们还没有为普通美国人设定价格点。几年前，特斯拉已经找到了方法，如果他们能以比现在便宜17000美元的价格生产这款车型，并且能够推出一款价格在5万美元以下，续航里程可以达到300英里，并且满足所有人的需求的产品，我认为更多的人会对它感兴趣。但是你看看市场上真正的需求是什么。它们的售价在6万、7万、8万、9万美元左右。通常情况下，购买这种车型的人会将其作为第二辆车或者日常驾驶车辆，但他们仍然会在车库里准备一辆传统燃油汽车用于长途旅行或备用，因为电动汽车目前在普及程度上还远远不够，至少在现实生活中还不是主流。
And so for us to make those investments, we don't want them to completely backpedal. Ford needs to continue on Chevy needs to continue on. Nissan is doing a good job. And what with going full for Evie Evie's to continue with the battery technology. So they last longer. So they have better range so that they're safer to figure out from a production standpoint, you know, get the prices of the batteries down and then figure out how to produce them for less than an internal combustion engine. There's like 10,000 less moving parts. It should be easier. And then and once they get that figured out, I think you'll see a lot more of the general public except Evie's is commonplace, at least where we live, it's still a niche, it's still a niche thing that there's not as much hype as there was. That's for sure.
为了我们进行这些投资，我们不希望它们完全倒退。福特需要继续前进，雪佛兰也需要继续前进。日产做得很好。同时关于电池技术的发展，艾薇艾薇需要继续努力，使电池寿命更长、续航能力更好，因此在生产方面更安全。了解到生产成本要比燃油发动机低，因为只有大约1/10的机械部件。这应该更容易实现。而一旦他们解决了这个问题，我认为一般公众对电动汽车的接受度会大大增加，至少在我们所在的地方，目前它还只是一个小众产品，并没有像以前那样多人热衷。
So what predictions in like, say, you know, two to three years, not even going too far out? But what do you think changes with the major manufacturers based on your kind of insider insights here? What do you see is going to change from where we're at today with the manufacturers? Like what are the biggest, biggest movers and shakers?
那么，在未来两到三年内，不要考虑太远的预测，你认为主要制造商会有什么变化，基于你在这方面的内部了解？从现今的制造商情况出发，你认为会发生什么变化？那些最为重要、最有影响力的人或公司是哪些？
The biggest movers would be, like I said, whoever solves that affordability issue, whoever can start coming up with some smaller cars and SUVs that are sub $30,000 and there's nothing that's sub 20 great anymore. You know, I think a few years ago, there was like 20 different models that now there's what the Mitsubishi Mirage is the only thing that's actually on. And even that's gone. Even that's gone. And that's my mouth. They're full SUV. So I think getting back into the production, I think you'll see, you know, Honda and Toyota have really good next couple of years. Honda and Toyota didn't jump into and get it so involved in the EV world. They've been patiently waiting for the technology to improve, for the battery production to improve, but they have highly efficient internal combustion engines.
那些能解决价格问题的人，能生产出一些价格低于3万美元的小型轿车和SUV，会成为最大的推动力。现在已经没有低于2万美元的好选择了。几年前有大约20种不同的型号，而现在只剩下了三菱Mirage。甚至连那个也没有了。这就是我所指的，市场上只有全尺寸SUV。所以我认为，重新投入生产领域，你将会看到本田和丰田在未来几年发展得非常好。本田和丰田并没有迅速介入电动汽车领域，他们一直在耐心等待技术改进和电池产量的提升，但他们拥有高效的内燃机。
They have some hybrid options and they start, you know, building some cars as well as UVs that are at the lower, that are at the lower price point. I think you'll see some big volume to push through those brands. I think you'll see that fleet in commercial world, whether it's Ford or GM or Dodge, Sprinter, like, keep that, keep that production strong because the world of people sitting on their ass and wanting things delivered to them is not going away. So I'm big. That's a good way to put it.
他们有一些混合型选择，并开始制造一些以较低价格为特点的汽车和多用途车。我觉得你会看到一些大量的推广，推动这些品牌。我认为你会看到在商业领域中的车队，不论是福特、通用还是道奇、斯普林特等，都会保持强劲的生产，因为坐在家里只希望有人把东西送到门口的人还会继续存在。所以我是很乐观的。这是一个很好的方式来表达。
I love vans, love transit vans, Sprinter vans, Ram fans, Chevy Express fans, give us all the vans because there's always someone that wants to buy a van because right now there's somebody sitting on their couch somewhere waiting on that band to pull their driveway and drop off a toothbrush. It's just ridiculous where we're where we become as people with just sheer, sheer, sheer laziness because the laziness, the van markets are incredible. And then you get the money upfitting them and then you get the service on them too. So I'm a big fan of this. I think you'll see those worlds grow. I think you'll see the manufacturers put more emphasis into fleet in commercial, especially on the EV side because government regulations are going to continue to push companies to invest in EVs and give them reasons to do that or penalize them if they're all gas.
我喜欢货车，喜欢运输车、斯普利特货车、兰姆货车、雪佛兰快递车，给我们所有货车，因为总会有人想买货车，因为现在有人坐在沙发上等待那辆卡车停在他们的车道上，送一个牙刷。我们作为人类的赤裸裸的懒惰真是荒唐可笑，因为货车市场真是太好了。然后你可以提高价格并提供服务。所以我非常喜欢这个。我认为你会看到这些领域的增长。我认为你会看到制造商在车队和商用方面加大投入，特别是在电动汽车方面，因为政府法规将继续推动公司投资电动汽车，并给予他们投资的理由，或者对他们使用燃油车进行处罚。
Other than that, the one that breaks my heart is what I'm seeing happen with the sports car world and all the performance cars. And I've always been a big fan of the big, big horsepower engines. And now, you know, Camaro and Chevy, obviously the Camaro is no longer going to be what it is. It's going EV, you know, mopar pulling out the big, you know, Emmys and demons and help cats and red eyes and all this stuff. And they're going to be going to be Ford hasn't quite said that they're going to do that, but you know, just to be safe, we took one of the last GT 500 and we put in our collection because we'll, we'll, we'll, we'll they build another 770 horsepower and actually ask for even must they get another building this car called the GTD and it's coming out. But that is a totally separate conversation. There's only going to be a few hundred of those build or $300,000. The collectors are going to bubble wrap them and keep them, you know, there's, um, something like that, but for the everyday person to be able to come in and buy, you know, five, six hundred horsepower, naturally aspirated, I don't think you'll see those in three years.
除此之外，让我心碎的是我所见到的跑车界和高性能车的情况。我一直是大马力引擎的忠实粉丝。而现在，Camaro和Chevy，显然Camaro将不再是它的原样。它要变成电动车了，而mopar要退出了大型引擎市场，如Emmys、demons、help cats和red eyes等车型都会消失。而且Ford虽然还没有明确表示他们要这么做，但为了预防起见，我们将我们最后一辆GT 500放到了我们的收藏品中，因为我们想知道他们是否会再造一辆770马力的车，而且他们还要再要求更高。实际上，他们正在开发一辆名为GTD的车型，并即将推出。但这是完全不同的话题。这种车型只会生产几百辆，售价为30万美元。收藏家们会将它们封在泡沫胶中保持完好的，类似这样的。但对于普通人来说，能够买到五六百马力的自然吸气车，我认为在三年内你很难看到这样的车。
Although you're going to see more performance hybrid power trains, more of it just going right to EVs because it's so easy to make them fast. It's so easy to just take that hundred percent torque and efficiency and make them accelerate like they're freaking Indy cars on the street. So what brands, what brands would you say you're most bullish on now? Um, you know, we have Ford and GM Hyundai, Kia Nissan, Mazda, Genesis. We are in a truck market
尽管你会看到更多性能混合动力系统的出现，但更多的趋势是直接向电动汽车发展，因为电动汽车制造起来非常容易，而且速度很快。利用百分百的扭矩和效率使它们加速就像在街上开赛车一样，非常简单。那么，你认为哪些品牌是你目前最看好的？我们有福特、通用汽车、现代、起亚、日产、马自达、吉尼斯等品牌。我们处在一个卡车市场中。
We know trucks. We have a good truck database. I'd love to add Dodge Ram trucks into the mix. Wranglers, we've seen some really good business coming out of the Broncos and our Bronco upfitting. We lead Bronco trail drives to offer a Bronco events to be able to really bring the Wranglers in too, because that's we started it and love to sell those. And then, um, spreader would be a long shot. That would probably take him or say these franchise, which, um, so everything you're listing right now, you're pretty much saying like with the right opportunity, you would jump on these brands.
我们了解卡车。我们有一个很好的卡车数据库。我很愿意将道奇Ram卡车加入其中。 Wranglers，我们已经看到一些非常好的生意从Broncos和我们的Bronco改装中涌现出来。我们组织了Bronco越野驾驶活动，为了真正吸引Wranglers，因为那是我们起步的地方，我们喜欢销售这些产品。然后，抛散机会可能很小。这可能需要他说这些加盟商，所以你现在列出的一切，你基本上是说在合适的机会下，你会投身于这些品牌。
Are you concerned about the operational issues?
你担心运营问题吗？
You know, Stellantis having too much inventory over supply, blah, blah, blah, you know, kind of declining blue sky values. Like, are you concerned about any of that?
你知道，斯泰兰蒂斯的库存过剩，唉，唉，唉，你知道，就是那些正在下降的良好价值观。就像，你对这些问题有没有担忧呢？
No, I think it helps us when we're buying right now. Yeah. Because as a buyer, I guess if you believe in a brand long term, it's great. Yeah.
不，我认为它对我们现在购买时很有帮助。是的。因为作为买家，如果你长期相信一个品牌，那就太棒了。是的。
Cause as the margins have now compressed and normalized on those brands, I mean, Stellantis is a big company.
因为现在利润空间已经在这些品牌上收窄和规范化了，我的意思是，Stellantis是一家大公司。
They've got a lot of money. They're not, they're not going to go away. There if they don't, if they're producing too many based on demand and they're having to pull into the C and I department rebates on the hoods of cars and do the things they don't want to do that, that's only going to happen for so much time before you hear about a management change or you hear about a model light change or production change. They're going to always adapt. They're working every day to try to fix some of these problems.
他们有很多钱。他们不会离开。如果他们不这样做，如果他们根据需求生产的太多，他们将不得不在汽车引擎盖上提供C和I部门的折扣，并且他们不愿意做这些事情，但这只会持续一段时间，之后你会听到管理层变动，或者你会听到模型光变化或生产变化的消息。他们会不断适应。他们每天都在努力解决这些问题。
I think coming out of the pandemic, coming out of last year, I think they all had crystal balls really trying to guess and forecast what was going to happen this year. And some of them got a little over their skis. They started over producing again, but that's been a cycle for a hundred years to it.
我认为从大流行病中走出来，从去年走出来，我认为它们都是在试图猜测和预测今年会发生什么的水晶球。其中一些人有点过火地开始再次过度生产，但这已经是一个百年来的循环了。
And it is, the main gets high. They crank up production. They try to fill the lots and demand slow. A little fly. Yeah, it's on them. And then they sell them all. Then they go ramp up production again and, you know, whoever figures out really that crystal ball of how many they need to produce and get up a better estimate allows the manufacturer to make more money, allows the dealer to balance inventory better because it really comes down to mix like there's, we've got a 60, 70 day supply of new forwards.
这是主要的销售策略。他们加大生产力度，试图填满库存，但需求却减缓。就像一只小飞虫，这是他们的责任。然后他们把产品全部销售掉。然后他们再次加大生产力度。你知道，谁能真正找到那个能预测他们需要生产多少的水晶球，就能让制造商赚更多的钱，也能让经销商更好地平衡库存，因为这真的取决于产品组合，我们现在有60到70天的新产品供应。
New show, new GMCs. I'm happy with that. But it's not what we want. It's not what we really want to have on the ground. We're just we're taking what they're building, but it's not necessarily the right product to that.
新节目，新汽车。我对此感到高兴。但这不是我们想要的。这不是我们真正想要在现实中拥有的。我们只是在接受他们正在建造的东西，但这并不一定是适合我们的产品。
Well, what are they giving you? What product are they giving you? Are they giving you look only EVs or mostly or what?
他们给你什么东西？他们给你什么产品？他们给你的是仅仅外观上的电动车还是主要是其他的？
No, you can get EVs. We're not getting as many. They're not Ohio is not being fed with EVs the way that there is, especially with like the Hyundai and Kia side, you know, they're they're advertising those on TV and people are asking about them, but they're dribbling in slowly.
不，你可以购买电动汽车。我们没有得到那么多。尤其是在现代和起亚的车型上，它们没有像在其他地区一样在俄亥俄州大量供应电动汽车。你知道，他们在电视上广告这些车型，人们也开始问询，但是供应进展缓慢。
And even for a while, like the Ionic, we couldn't even deliver it. We had someone that we tried to deal our trade and sell them on and we couldn't actually punch the sale because we weren't a state allowed to sell them. So there's been kind of a slow roll out there.
甚至有一段时间，就像Ionic一样，我们甚至无法交付它。我们有人试图进行交易并向他们销售，但我们实际上无法完成销售，因为我们不是被允许出售的州。所以在这方面进展得有点慢。
Before we wrap up, you mentioned earlier, you were talking about software, automotive software you're investing in. So I'm really curious, you know, kind of two part question here, but you know, where do you see the business in five to 10 years? And more specifically, like what type of software are you actually investing in right now that you think is going to, you know, grow and be a more meaningful part of the business?
在我们结束之前，你说过，你正在谈论你正在投资的软件，汽车软件。所以我非常好奇，这有两个部分的问题，但你知道，在五到十年内，你认为业务会发展到什么地步？更具体地说，你现在正在投资的是哪种类型的软件？你觉得它会增长并成为业务的更有意义的一部分？
I said five years from now, it's going to well, I mean, the whole software, I'm going to suffer most consolidating with wildfire. And there is any viable product that comes to market that starts to gain traction is going to get bought up.
我说五年后，情况将会很好，我的意思是，整个软件行业，我将会在与Wildfire的整合过程中遭受最大的冲击。而且，任何能够进入市场并开始获得关注的可行产品都将被收购。
What I look for right now is where this focus five years ago or six years ago with sales, it's really fixed ops today. And service is what's going to make or break our future.
我现在寻找的是五年或六年前我们关注的销售重点，如今却是固定的运营。而服务是决定我们未来成败的关键。
Having a service process, having a quality relationship with our customers on their terms, being able to use the telematics and vehicle information using mobile service techs, being able to do pickup and delivery and being able to combine all those things into one tool that communicates with the customer, communicates with the technician, communicates with parts, communicates with the logistics and the dispatch, the transport, the shuttle.
拥有一个服务流程，与我们的客户建立质量良好的关系，能够使用远程通信和车辆信息通过移动服务技术人员进行操作，能够进行取送车服务，并能将所有这些内容融入到一个工具中，与客户、技术人员、零部件、物流、调度、运输和接送服务进行沟通。
There's all these moving parts that the focus in our industry is so heavily bent on sales. There are some great sales CRMs out there. There are some CRMs with digital retailing involved that are slick that the salespeople have great user interfaces and we can sell someone a car. But once they take the delivery of the car, that's when the game starts now.
在我们的行业中，有很多不同的组成部分，而重点都是放在销售上。市面上有一些很好的销售客户关系管理系统（CRM）。有一些CRM系统结合了数字零售，给销售人员提供了非常流畅的用户界面，可以帮助我们销售汽车。但是一旦客户购车交付完毕，游戏才刚刚开始。
That's what's going to really hold us in the future is how well can we take care of them and service their car. I learned 10 years ago, we're partnering with Valvoline to try to do a Valvoline oil change package to where I didn't even want them to come back to our dealership.
这是未来真正会维系我们的关键，就是我们能有多好地照顾他们并为他们的汽车提供服务。我在10年前就开始与Valvoline合作，试图推出Valvoline换油套餐，以至于我甚至不希望他们再回到我们的车厂。
If they live more than 10 miles from here, because the average person isn't willing to drive 10 miles to have made this stop. And 67% of who we sell to are more than 10 miles from us. Smart, yeah. Let's keep them in our world.
如果他们住在这里的距离超过10英里，因为普通人不愿意开10英里的车来到这个地方。我们卖给的人中有67％住在我们超过10英里的地方。聪明，对吧。让我们把他们留在我们的世界里。
Let's keep communicating with them and say, by the way, about the car here, when your first oil change is free, you can come back here or you can go to any Valvoline Central Club.
让我们继续与他们保持沟通，并且顺便提一下，关于这辆汽车，当您进行首次换油时，您可以回到这里，也可以去任何一家 Valvoline 中心俱乐部。
And through that, I learned out through a report of why we don't want to do that because the percentage of people that defect from car dealerships once their factory warranty expires is astronomical.
通过这一点，我通过一份报告了解到为什么我们不想这样做，因为一旦汽车的原厂保修到期，消费者流失的比例是巨大的。
Like that's the only reason they're really coming back here because they have a warranty.
就像那是他们真正回来的唯一原因一样，因为他们有保修。
And the second that warranty is expired, now they're going to wherever the closest place is in the independent shop, third birdie shop or whatever, the mom and pop.
一旦保修期过期，他们就会去找最近的非官方维修店，比如小作坊或者家庭工作室。
So what are we doing to create that lifecycle to really keep them in the ecosystem? To service, to see you right the first time doing it fast, setting expectations.
那么我们正在做些什么来打造一个生态系统，以真正使用户留在其中呢？为了提供服务、让用户第一次就满意，并快速解决问题，我们会设定期望值。
Have you ever tried to pick up a phone and call a service advisor at a dealership? Impossible. Any dealership, big or random one and call. It's tough.
你有没有尝试过拿起电话，给经销商的服务顾问打电话？简直不可能。不管是大型经销商还是随机的小店，都很困难。
Fast stuff I have. I have. In a service store. We haven't even figured it out yet, but it is a horrible experience.
我有的东西速度很快。我有。在一家服务店里。我们甚至还没有弄清楚，但这是一次可怕的经历。
Our dinner report a couple of years ago called Dipton Blue and a consumer, once they go from the moment of realizing they need to bring their car, there's something's wrong with their car. Whether a check in, you like pops on, it makes them noise, it dies, something happens. Between that moment and the moment we engage them in our service drive, they have eight pain points that happen. And it's a miserable thing.
我们几年前的晚餐报告称之为“迪普顿蓝色”，针对一位消费者，一旦他们意识到他们需要带车时，说明他们的车出了问题。不管是检查引擎灯亮了，发出噪音，熄火，还是其他问题。在他们想过来我们的服务中心期间，会发生8个痛苦的环节。这种情况非常令人痛苦。
There's nothing fun about having to bring a car in for service. But when I think about software and technology, I think about how can we create something and I've been working with a couple of companies. There's nothing really that's come to fruition because what I've seen happen with the few that I've started talking to is what I'm explaining to them is this big grandiose communication system that does all these things and has inspection reports built in and talks to the tax and talks to parts and talks to parts whether it does all these things and they all get to a certain part and start building it out and then they're like, well, wait a minute, this one part doesn't even exist in the industry. Let's just take that to market. Sorry, Rick, we're not building the rest and I'm like, but at the end of the day, there's a customer sitting somewhere that just wants their car fixed and we're doing a terrible job of communicating with them because we're using the same systems that we've had for years that have all been sales based and services and afterthought and we've got to flip that in our industry and make service be the forethought and then if you do service really well and they keep coming back to your service department, oh, wait, it's really easy to sell them a car at that point when it's time for that to happen. So that's what I'm really big on right now.
把汽车送修并不是一件有趣的事情。但是当我考虑到软件和技术时，我考虑的是我们如何创造一些东西，而且我一直在和几家公司合作。实际上并没有什么事情产生成效，因为我见过的那些公司，当我开始和他们交谈时，他们总是开始构建一个庞大的通信系统，能够做很多事情，有着内置的检查报告，与税务部门对接，与零件对接等等，起初他们都积极开展工作，但突然就有一天，他们发现工业中并没有这个零部件存在，于是他们对市场的反应就是放弃制造这个零部件。对不起，Rick，但我们不会再继续进行开发。我非常沮丧，因为从客户的角度来看，他们只是想要修好他们的车，我们与他们的沟通工作做得太糟糕了，因为我们一直使用的那些系统多年以来都是以销售为基础的，服务只是一个后加的部分，我们必须在我们的行业中推翻这种现状，把服务放在首位，如果我们做好了服务，他们就会一直回到我们的售后部门，当他们需要购买新车的时候，就很容易向他们销售。所以这就是我现在非常关注的事情。
Well, Rick, I don't want to be a clock sucker. Listen, listen, listen, let's go see that. I guess partner go buy some dealerships and I'll make sure to put it on the air whenever you want.
嗯，Rick，我可不想成为一个舔钟的人。听着，听着，咱们去看看那个吧。我猜伙计要买一些经销商店，而我会确保你想要的时候将其宣传出去。
Hey, listen, there's going to be a day where we're going to have car dealership guy dealerships. So that's going to happen one way or another. So maybe this is it. I'm down.
嘿，听着，总会有一天，我们会拥有汽车经销商的汽车经销店。所以这终究会发生。也许此时就是时候了，我支持。
Any closing thoughts? Um, no, I guess for the dealers out there, we talked a lot about marketing innovation, the fun things that we do with paid advertising, the biggest thing that remind everybody always is give back to your community, get involved. I saw you're very active in philanthropy. And by the way, I saw a picture of you from like 1 of 11, I want to say, I forget where I saw maybe your Instagram or something, but I was pretty interesting. Like, you know, before we wrap up, what got you into philanthropy, like looked like a fairly young age.
有没有其他的想法？嗯，对于那些经销商来说，我们讨论了很多关于市场创新的话题，我们在付费广告方面做的有趣的事情，最重要的是每天都要铭记的是回馈你的社区，参与其中。我发现你在慈善事业中很活跃。顺便说一下，我在某个地方看到了你十一岁的照片，我想是在你的Instagram上，挺有趣的。在我们结束之前，你是怎么开始从事慈善事业的，看起来你那时候还很年轻。
Um, it just seems like, you know, at that age, most guys, they're heads, you know, their minds in the gutter and not saying yours wasn't. But, you know, it seems like yours was a bit more balanced than that. So tell us about, uh, and I'm saying that again, tongue and cheek, um, which means Papa has a dealership. There you go. And I'm very blessed and lucky to be in the position that I am. I had the honor and privilege of kind of taking over a company that was established. It was a part of the community. Central Ohio, the state of Ohio has treated us really good for 70 years. And so it was taught to me in my late twenties, but one of my bosses that basically sat me down and said, you know, as you're becoming a business leader, you have a duty and a responsibility to your community also.
嗯，就好像在那个年龄阶段，大多数男孩，你知道的，他们的思想都在不好的地方，我不是说你的不在那里。但是，你知道的，你的似乎比那更全面一些。所以告诉我们，嗯，我再说一遍，这意味着爸爸有一家汽车经销商。就是这样。我非常幸运和有福气能够担任我目前的职位。我有幸和荣幸地接管了一家成立已久的公司。它是社区的一部分。中俄亚利桑那州，在过去70年里对我们非常好。所以在我20多岁的时候，我的一位老板向我这样说，他让我知道，作为一个商业领袖，你也有责任和义务对你的社区做出贡献。
Right about that same time I read a report and this is the only kind of greedy selfish side of it where it talked about millennials. And I hate that term because every generation has a rebellious kind of angle to them, but it talks about how millennials were more interested in what a company does for the community than even what the prices of their products are. But they're going to go check two things. Is this the car I want to buy? Is this the company that I want to buy it from? We were doing things as a company anonymously. We would give money. We would support things when we weren't letting it be known. So we hired a PR firm called Bell Communication.
大约在同一时间，我读了一份报告，这份报告谈到了千禧一代，这是其中唯一一种贪婪自私的一面，我讨厌这个词，因为每一代人都有一种叛逆的倾向，但它讨论了千禧一代更关心公司对社区的贡献，甚至比他们产品的价格更重要。但他们会检查两件事：这是我想买的车吗？这是我想从这家公司购买吗？我们作为一家公司在匿名情况下做了一些事情。我们会捐钱，支持一些事情，但我们不让人们知道。所以我们雇了一个公关公司叫做贝尔通信。
Bell is awesome. All females, they're scrappy. They're really good at what they do and they really help us get that message out.
贝尔真是太棒了。所有的女性都非常勇敢。她们非常擅长自己的工作，真正帮助我们传达了这个信息。
And then I personally, 12 years ago went through some personal changes. I'm a great free recovery alcoholic and through going through treatment and the steps and learning about service work and getting back to make my life better. That's when I started doing work myself and volunteering and feeling that fulfillment and working with, I was on the board of a charity called Kid Again that does monthly adventures for children with life threatening conditions. Did that for five years. I was a chairman at the end.
然后，12年前的我经历了一些个人改变。我是一个成功戒酒的人，通过接受治疗、进行康复步骤、学习服务工作以及努力改善自己的生活。那时候，我开始参与志愿工作并感受到了满足感，我在一个名为“Kid Again”的慈善组织的董事会任职，该组织为患有生命威胁疾病的儿童提供每月的冒险活动。我从事这项工作长达五年，并担任了最后一年的主席。
I just had the privilege of stepping on the Ronald McDonald House, Central Ohio here. It was going through expansion. It'll be the largest Ronald McDonald House in the world. What they do for kids and families. So as a company, as a family, we identified the pillars of what we truly care about based on our values and its families and children, its veterans, its arts and entertainment. There's things that we kind of focus on.
我刚刚有幸来到了这里的中央俄亥俄州罗纳德·麦当劳之家。它正在进行扩建工作，成为世界上最大的罗纳德·麦当劳之家。他们所做的是为了孩子们和家庭。所以作为一家公司，作为一个家庭，我们根据我们的价值观确定了我们真正关心的支柱，包括家庭和孩子、退伍军人、艺术和娱乐。这些都是我们专注的事物。
And it's been one of the greatest things I've ever done because the more I give back and help others without any expectation of anything returned for myself because I have everything I need today. I got three healthy kids. I got a nice room for my head. I got a fridge full of food. I got a car with a fake gas and garage. I got everything I need. So to try to make my world a better place has in turn given me gifts that literally have saved my life because when the pandemic started, the Red Cross couldn't put on blood drives because they didn't have social distancing in the blood mobias.
这是我做过的最伟大的事情之一，因为我尽量回馈和帮助他人，没有期望得到任何回报，因为我现在已经拥有我所需要的一切。我有三个健康的孩子。我有一个舒适的住所。我有一个装满食物的冰箱。我有一辆加有假油和车库的车子。我拥有我所需要的一切。所以努力使我的世界变得更美好反过来给了我救命的礼物，因为当疫情开始时，红十字会无法举办献血活动，因为献血车上无法保持社交距离。
And I literally called the head of the Red Cross in Central Iowa and said, we have an empty showroom. We just moved our fleet division out of this building where a rabbit customs is now and that showroom is empty. Would you like to put on a blood drive here? They're like, oh, we would love that. I said, but I want to be first in line. I want to give blood first because I got meetings. I got work. I'm a busy important person. Let me jump everybody in line.
我真的给艾奥瓦中部的红十字会负责人打了电话，告诉他我们有一个空的展厅。我们刚把车队分部搬出了这栋建筑，现在那个展厅空着。你们想在这里举办献血活动吗？他们说，哦，我们很愿意。我说，但我想第一个排队。我想第一个献血，因为我有会议，还有工作。我是个忙碌而重要的人。让我插队吧。
I showed up early. They pricked my finger and they said, we don't want your blood. So what do you mean you don't want my blood? I got Viking blood. Everyone was like, I said, no, we don't want your blood. The iron is too low. So I called my doctor and I'm like, why is my iron too low? He said, I don't know. Get in here. Started going through blood tests, ended up in a cancer center getting colonoscopies and things down that I had colon cancer and had surgery, got rid of it, did the deal recovered and look back and it was like, man, like giving back and trying to help others literally saved my life. So it's something that is, I'm very passionate about and I'll continue to do the rest of my life. It's one of our five.
我提前到场了。他们戳了我的手指，然后说道：我们不要你的血液。那你是什么意思，不要我的血液？我有维京人的血统。每个人都像是...我说，不，我们不要你的血液。铁含量太低了。于是我打电话给我的医生，我问他为什么我的铁含量太低。他说，我不知道。快来找我吧。我开始做血液检查，最后在一个癌症中心做结肠镜检查，发现得了结肠癌，然后进行了手术，摆脱了癌症，恢复了过来，回头看，那真是太不可思议了，回馈和帮助他人竟然拯救了我的生命。所以这是我非常热衷的事情，我会继续这样做我余下的生命。这是我们五个中的一项。
Oh, man, you gave me the chills, dude. You have a hell of a story. Dude, first of all, I mean, really respect and appreciate your candor. And I'll end off with just saying, the other day I was playing a pickup soccer game. I do this every week. And I was, I was, I was telling one of my buddies a story and he looks at me then. He puts, he puts his heart on my shoulder and he goes, and of course he does my real name. So I love you, dude. So Rick, I love you, dude. That was a great story, man. And seriously, like, very gave me the chills. Brother, last thing is for anyone that once again in touch with you, where can people find out more about RYKAR yourself, how can people get in touch? Give us the plug.
哎呀，伙计，你把我吓坏了。你的经历真够刺激的。先说，我真的很尊重并欣赏你的坦率。最后说一句，就是前几天我在玩一场街头足球比赛。我每个星期都会参加。我正给我的一个哥们讲故事，他看着我，然后把他的心放在我的肩膀上，他说，当然他用了我的真名。所以伙计，我爱你。所以Rick，伙计，我爱你。那个故事太棒了，伙计。说真的，真的让我感到很震撼。最后一个问题是，对于任何想和你取得联系的人来说，他们可以在哪里了解更多RYKAR和你自己，他们该如何与你取得联系？给我们一点信息吧。
RYKAR.com is our website for me personally. Twitter at RickRigert. I'm on there. It's me. Respond to messages. Instagram, the same thing. Linked in, but you'll find a link tree there and actually send me an email because that link tree or that linked in inbox is just a cesspool. It's just, I don't even.
RYKAR.com是我们的网站，就个人而言。我在Twitter上是RickRigert，你可以在那里找到我。这就是我。我会回复消息。Instagram也是一样。在Linkedin上也能找到我，但你会在那里找到一个链接树，实际上最好给我发一封电子邮件，因为那个链接树或Linkedin的收件箱太混乱了。我甚至都不想。
It's a mess. It's a bitch. It's a bitch. It is. There is just literally just cold call after cold call trying to send me things, even though my bio looks like, please don't sell me things here. Send me an email. I never get an email. I know. Thank you for my brother. I appreciate the information. I love following. I learned a lot following you and subscribing and all that. And now I get to see what the face looks like and I get to keep that hidden. So a lot. RYKAR. My man. Appreciate you, dude. Talk to you. Always. All right. 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. See you guys next time.
这真是混乱糟糕。这真是讨厌。真讨厌。确实如此。我就只是一个接一个的冷电话，试图向我推销东西，尽管我的个人简介上明确写着，请勿在此处销售给我，请给我发电子邮件。但我从未收到过一封邮件。我知道。感谢我的兄弟。我感谢提供的信息。在关注和订阅您的帐户之后，我从您身上学到了很多。现在我可以看到您的面容，而且我可以将它保存下来。所以很多。RYKAR。我的朋友。感激你，伙计。和你交谈。一直都这样。好了。希望你们喜欢这一集。请给这个播客评分。考虑订阅该节目，并查看节目说明中关于我们讨论的链接。感谢收听。下次见。