Market Opportunities: Driving the Business Automotive dealerships are a great segment to court. By Toni McQuilken This month, the market opportunity we’ll be taking a closer look at is one that everyone touches in some way: the world of automotive dealerships. They are in every city, usually with multiple brands competing for business, and nearly every family in the country owns at least one vehicle, with the need to upgrade on some kind of schedule. Not to mention the need for repairs and maintenance that very car, truck or other automobile needs. And the world of automotive dealerships is highly competitive as well. Every dealership or dealer group, whether they carry a franchise flag or operate as an independent, is competing for the same business in their town. They are constantly looking for ways to stand out and get noticed. And this is where a print service provider can find lucrative opportunity. One of the most obvious needs is for the graphics and signage that give the dealership its overall look and feel. This includes wayfinding signage, wall graphics, banners, door wraps, and every other piece of print that comes together to create the atmosphere the dealer is going for. One thing to keep in mind: dealerships selling new cars under a franchised brand are required to stick with the corporate-approved graphics. In some cases, corporate will even have printers who are approved to do the work, while in other cases, the dealership can contract with a PSP of their choice, as long as they stick with the approved graphics. It’s important to research that before going in with a pitch. The other type of dealership is the independents, who often specialize in pre-owned vehicles. Because they aren’t directly affiliated with a specific brand, they have much more leeway when it comes to their graphics. Long Island Ferrari Maserati is one of those independent dealerships, with a focus on selling pre-owned, high-end luxury At Luther Auto, one of the projects the in-house shop produced was canvas artwork that was designed and printed to look like old-fashioned oil paintings. This type of artwork project is a great example of one way PSPs can get their foot in the door at a dealership. 24 Wide-Format & Signage | April 2016 PrintingNews.com
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