Digital Dealer - August 2019 - 48

S A L E S & VA RIA BL E OPS: Fixed Operation s Continued from pg. 47

ing a vehicle.
Retail customers, when
faced with fuel efficient
vehicles that are out of
their price range, can
always keep their existing
car... or go with a preowned vehicle. And many
are choosing the latter
option. The ratio of new to
used vehicles continues to
drop...thus fewer new vehicles will be sold in 2019
vs 2018.
Again, therein lies the
service opportunity: 1) an
aging fleet that has seen
fuel system deposits build
up over mileage and time,
2) more of those aging
vehicles on the road and
3) staying on the road longer. (Older vehicles need
more fuel injection and air
induction services!)
There have been a lot
of headlines and a lot of
hype about EVs...totally
electronic vehicles. While
the number of EVs are
increasing each year, it will
be a long, long time before
EVs take over.
But hybrids are another
story and that's where your
service department needs
to focus. Hybrid technology
continues to improve with
better storage systems and
shorter engine run times.
Shorter run times means
greater chances for fuel
and water to enter the
crankcase due to blowby
and condensation.
Hybrid fuel efficiency
continues to increase, fuel
consumption continues
to decrease, therefore
gasoline is stored in the
tank longer. Gasoline oxidizes, absorbs moisture,
48

AUGUST 2019

and generally degrades the
longer it is stored.
Therein lies the service
opportunity: 1) Hybrids
need unique preventive
maintenance services to
meet the above needs.
2) Across America, E-10
(gasoline with an ethanol
content of 10%) is rapidly
being replaced with E-15.
Fuel oxidation, moisture
absorption, corrosion,
and deposit formation are
going to increase. 3) Hybrid
owners are environmentally
conscientious and financial-

first 6 months of 2019. They
have done a combined total
of 400 fuel services: that's
a disappointing penetration
of 2%. Look at it this way:
100% of the vehicles use
fuel, yet only 2% got a fuel
system service.
The bad news is they
haven't been selling fuel
system services. The
good news is they haven't
been selling fuel services
- meaning that 98% of the
cars they see for the rest of
the year need one!
Run your numbers and

A DIRTY FUEL SYSTEM
IN AN INEFFICIENT FUEL
SYSTEM... AND USES
MORE FUEL. A CLEAN
SYSTEM IS AN EFFICIENT
FUEL SYSTEM... AND
USES LESS FUEL."
ly savvy to the economic
benefits of a vehicle that
sips fuel.
Now is the time for your
service department to make
hybrid-specific products and
services available to this
growing consumer base.
Fuel and oil stabilization
services, ethanol-proofing
fuel services, and injector
cleaning services are just a
few of the new technology
services you can offer to
hybrid owners.
Every dealership in America has a fuel injection and
an air induction service op
code. Everyone says "Oh
yeah, we do fuel services."
I recently did an analysis
on a small dealership group
that had seen 20,000 customer pay vehicles in the

D I G I TA L D E A L E R . C O M

see how your service
department is doing. Now's
the time to promote fuel services in your dealership.
Just to clarify, a fuel
injection service cleans the
injectors, combustion chamber, and intake valves (on
port fuel injection systems).
An air induction service
cleans the throttle plate, air
intake, and plenum. (Special equipment and chemistry is needed to clean intake
valves on direct injection
engines because the fuel
does not "wash across" the
intake valve).
Modern fuel systems are
extremely complex, but one
thing is easy to understand.
If you keep the air passageways clear and the fuel
passageways free of depos-

its, the vehicle will perform
at peak efficiency!
Your "green" customers
can be even greener, your
"thrifty" customers can
recognize greater financial
savings, and your "power
and performance" customers can get more power
when they follow your
maintenance recommendations. Savvy managers
make sure their advisors
know how to sell service to
each group.
Happy sales to you!
CHARLIE POLSTON is
an Automotive Customer
Retention and Profitability
Consultant with BG Products,
Inc. Charlie has been with
BG's Fixed Operations
Division for over 36 years.
He has trained over 7,500
dealers, managers, and
technicians - and has been a
frequent workshop leader at
NADA's annual convention.
A D V E R TI S E R S IN D EX
ADVERTISER

PAGE

360 Booth................................. C2
AutoSpin....................................11
Autotrader................................. C4
Dealertrack DMS...................... 3
Payment Cloud......................... 37
Construction SuperConference.. C3
Kelley BlueBook........................ 31
Manheim Inventory Solutions... 5, 47
National Pavement Expo........... 43
RFID Journal............................. 45
VinSolutions.............................. 23
The index to advertiser page numbers
is published for reader convenience.
Every effort is made to list page numbers
correctly. The listing is not part of the
advertising contract and the publisher is
not responsible for errors or omissions.


http://www.DIGITALDEALER.COM

Digital Dealer - August 2019

Table of Contents for the Digital Edition of Digital Dealer - August 2019

Digital Dealer - August 2019
A Message from the Show Director
Generational Leadership
Leasing Is Now - Know the Maintenance Requirements or Else
What You Don't Know Can and Will Hurt You
The Customer Buy Center: A Better Way to Build Inventory
Level Up: Drive a Better Clicks-to-Bricks Connection
Interview with Titus-Will Toyota
Inside Digital Dealer 27
Reaching for High-Star Ratings
You Keep Talking, But Are Your Customers Listening?
16 Ways to Damage Your Professional Brand & Fail at Social Selling
Why Public Relations Is Essential for Your Dealership
Using Facebook to Jumpstart Your Loyalty and Retention Programs
‘Medium and Message’ Magic!
3 Simple Ways to Communicate Better with Your Customers and Increase Sales
The Push for Increased Fuel Economy Continues: How Can Fixed Ops Contribute?
Digital Dealer - August 2019 - Digital Dealer - August 2019
Digital Dealer - August 2019 - Cover2
Digital Dealer - August 2019 - 1
Digital Dealer - August 2019 - 2
Digital Dealer - August 2019 - 3
Digital Dealer - August 2019 - A Message from the Show Director
Digital Dealer - August 2019 - 5
Digital Dealer - August 2019 - Generational Leadership
Digital Dealer - August 2019 - 7
Digital Dealer - August 2019 - Leasing Is Now - Know the Maintenance Requirements or Else
Digital Dealer - August 2019 - 9
Digital Dealer - August 2019 - What You Don't Know Can and Will Hurt You
Digital Dealer - August 2019 - 11
Digital Dealer - August 2019 - 12
Digital Dealer - August 2019 - 13
Digital Dealer - August 2019 - The Customer Buy Center: A Better Way to Build Inventory
Digital Dealer - August 2019 - 15
Digital Dealer - August 2019 - Level Up: Drive a Better Clicks-to-Bricks Connection
Digital Dealer - August 2019 - 17
Digital Dealer - August 2019 - Interview with Titus-Will Toyota
Digital Dealer - August 2019 - 19
Digital Dealer - August 2019 - 20
Digital Dealer - August 2019 - 21
Digital Dealer - August 2019 - 22
Digital Dealer - August 2019 - 23
Digital Dealer - August 2019 - 24
Digital Dealer - August 2019 - 25
Digital Dealer - August 2019 - Inside Digital Dealer 27
Digital Dealer - August 2019 - 27
Digital Dealer - August 2019 - 28
Digital Dealer - August 2019 - 29
Digital Dealer - August 2019 - Reaching for High-Star Ratings
Digital Dealer - August 2019 - 31
Digital Dealer - August 2019 - You Keep Talking, But Are Your Customers Listening?
Digital Dealer - August 2019 - 33
Digital Dealer - August 2019 - 16 Ways to Damage Your Professional Brand & Fail at Social Selling
Digital Dealer - August 2019 - 35
Digital Dealer - August 2019 - Why Public Relations Is Essential for Your Dealership
Digital Dealer - August 2019 - 37
Digital Dealer - August 2019 - Using Facebook to Jumpstart Your Loyalty and Retention Programs
Digital Dealer - August 2019 - 39
Digital Dealer - August 2019 - ‘Medium and Message’ Magic!
Digital Dealer - August 2019 - 41
Digital Dealer - August 2019 - 3 Simple Ways to Communicate Better with Your Customers and Increase Sales
Digital Dealer - August 2019 - 43
Digital Dealer - August 2019 - 44
Digital Dealer - August 2019 - 45
Digital Dealer - August 2019 - The Push for Increased Fuel Economy Continues: How Can Fixed Ops Contribute?
Digital Dealer - August 2019 - 47
Digital Dealer - August 2019 - 48
Digital Dealer - August 2019 - Cover3
Digital Dealer - August 2019 - Cover4
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