DETROIT — It is no secret what Dodge is about today.
The model spent the final eight years recasting itself as a youthful purveyor of American muscle, led by its highly effective Hellcats and edgy promoting. Specializing in the high-octane realm has supercharged its base of fans and sparked an lively following of hundreds of thousands on-line.
Now, model CEO Tim Kuniskis needs to construct a bridge that higher connects dealership showrooms to the thrill generated by its irreverent adverts, social media outreach and experiential occasions. The very last thing Kuniskis needs is for a fan who was pulled in by Dodge’s gearhead persona to be greeted at a dealership by an unengaged salesperson who is not in tune with the “Brotherhood of Muscle.”
Constructing that consistency for purchasers all through the journey is among the key parts behind the brand new Energy Brokers dealership community. The shops will function hubs for efficiency components and have educated specialists in varied departments who’re muscle automotive fanatics themselves.
This system’s core philosophy stems from a lesson Kuniskis discovered 30 years in the past as a younger salesman about differentiating oneself from the competitors. A supervisor advised Kuniskis he needed to promote greater than a automotive; he needed to promote the shop.
“There’s over 40 manufacturers within the mainstream market. There’s over 300 nameplates. There’s huge overlap,” Kuniskis advised Automotive Information. “So if you do not have an identification … you are simply going to maintain recycling the identical folks which can be inside the model and just like the model, and also you’re by no means, ever, ever going to develop, and also you’re by no means going to have the ability to change the positioning of the model.”