Matt Bowers CDJR, one of the top three dealerships in Louisiana, is dedicated to innovation and growth. We spoke with General Manager Bruce Miller to get an inside look at their strategy and how they’ve maintained profitability while trading for a whopping 50% of the cars they appraise.
Can you tell us a bit about your dealership, what you do there, and how you got started in the automotive industry?
“I’m the General Manager of Matt Bowers CDJR, a 15-acre facility, and I’ve been in the automotive industry for 25 years. I got into the car business when I needed a real job after getting married and having a baby at 21. It was love at first sight, and I’ve been passionate about it ever since.”
Before using four of TradePending’s products, how did you handle trade-ins, approvals, and payments?
“I’ve been with the dealership for ten months, and TradePending products were already in place when I arrived. I’ve used TradePending at different points in my career, but before that, I primarily relied on tools like KBB. I’m a big fan of TradePending because it works really well for us.”
How do you measure success across from the products?
“We measure success by conversions and car sales. Our dealership spends $60,000 a month on advertising, including email campaigns, SEM, and third-party lead generators. Conversion rates are key for us, and TradePending helps improve our numbers. At the end of the month, I review net profit and performance across parts, service, and new and used car sales. When sales dip, we reassess and ask if the Trade tool or a lead provider isn’t performing. Despite industry challenges in 2024, we’ve remained profitable.”
What do you look at to see if the trade tool is working well for you, and how do the results compare to before you started using it?
“We’re trading for 50% of the cars we appraise. Our off-site BDC team handles inquiries and guides customers through the Trade tool to set appointments and bring them in. We’re among the top three dealerships in the state and consistently sell over 100 used cars a month.”
What are your goals for 2025?
“We want to be in the top two dealerships in the state. There’s one competitor that dominates through wholesale sales, which makes it tough to compete, but our goal is to sell 125 used cars a month, 1,500 for the year, and secure a strong second-place ranking.”