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Dealer Voices: “You Have to Adapt to Your Market”

In this episode of the vAuto Podcast Retail Revival series, host Randy Kobat and Bobby Sight, operations director at Rob Sight Ford in Kansas City, discuss how Bobby has spent the past year revamping the dealership’s marketing strategy as part of an effort to increase the store’s new vehicle business. A fourth-generation dealer, Bobby shares how he studied competitor inventories and sales to find his own opportunities to grow market share. Bobby details how his more aggressive approach to new vehicles created positive momentum that has helped him grow retail sales by 27 percent despite the disruption and low inventory levels caused by the COVID-19 pandemic. Bobby also shares how he and his team are faring in used vehicles as they contend with unprecedented competition and cost for wholesale inventory.