Social Media Generates Millions in Revenue for Auto Business
May 16, 2016—One Southern Florida auto dealer used simple social media marketing tactics to significantly boost his business, according to a report from Automotive News, and the strategies and lessons outlined by the dealer could carry over into all auto-related businesses.
Brett David, CEO of Prestige Imports Lamborghini in North Miami Beach, Fla., has accredited between $5 million and $10 million in new Lamborghini sales to the dealership’s social media marketing initiatives, according to the report. Prestige Imports has a global social media fan base of more than 980,000 followers, and has helped make the dealerships one of the top-five Lamborghini dealers in the U.S.
Social media marketing has also led to more than $12 million in pre-owned vehicles sales.
"We were developing a huge social network sales platform," David said.
Although David runs a high-end dealer business, the same strategies he used apply at all small businesses. One way the dealership used social media to market its cars was commissioning Miami graffiti artist Jona Cerwinske to turn a 2007 Lamborghini Gallardo covered with a 3M clear wrap into an art car using Sharpie markers. The car was displayed at rallies and car shows, where it was also shared on social media.
This concept has been used before by shops featured in FenderBender.
Prestige also host events for customers, such as a Halloween event where customers decorate their cars like a character, which the dealership shares on social media. It’s another strategy that’s been used by many in the collision repair industry.