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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.

About the Author

Randy Kobat is vice president of operations and inventory management solutions for vAuto, Rebates & Incentives, KBB ICO and related products. In this role, Randy oversees all aspects of operations and performance for these companies and segments of Cox Automotive, helping them meet their respective goals for growth, product development and integration, and customer and employee satisfaction. Randy brings a unique blend of executive leadership expertise to vAuto that includes long-term planning, marketing, mergers and acquisitions, operations, sales management, and strategy development. Prior to joining Cox Automotive, Randy successfully held a variety of top-level leadership positions for automotive-related companies including Service Repair Solutions Inc., Trilogy Enterprises and CDK. Randy has also served as a business leadership lecturer for the Smeal College of Business at Pennsylvania State University, the Wisconsin School of Business at the University of Wisconsin–Madison, and other business schools. Randy earned a Bachelor of Science in chemistry from Northern Illinois University and an MBA from The University of Chicago Booth School of Business.

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