“We’re talking to a brand new client,” Maric said.

According to Tim Copacia, executive vice president of strategic development at UnityWorks, the video marketing division of JD Power.

But Copacia said it cautions groups considering such an approach to think deeply about what branding requires.

“If you want to deliver it, you really have to fund it, invest in it, and build the brand, and that takes time, money, and consistency,” he said. “The experience you’re promising has to deliver, because if you put this whole strategy in place and the consumer doesn’t have a positive experience, all that visioning and planning could go south.”

Paulo da Silva, vice president of e-commerce at Cox Automotive, said about a third of the 10 dealer groups actively using Cox’s Esntial Commerce technology are launching standalone digital brands, while the rest are using their established group brands. for the online tool.

Standalone brands can be a blank slate, da Silva said. Groups that operate established brands can see an advantage to their existing assets, he added, in much the same way brick-and-mortar retailers such as Target use their brick-and-mortar stores to help them compete online with Amazon.

“Both strategies could work,” he said. “Honestly, for me, it all depends on your commitment and level of investment.”

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