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« Previous Entry | Main | Next Entry » How Does Cutting Dealers Save the Automakers Money? Name:
John Heafield
Question: I keep hearing that GM has to shed brands and cut dealerships, but I don't understand it. Is the logic simply that GM makes too many distinct carlines to be profitable given its total sales volume? Economies of scale thwarted by model proliferation? If so, that's different than "too many dealers." Aren't dealers independent businesses, costing GM nothing? Paul Solman: No, dealers cost GM (and other automakers) plenty -- largely because of state laws that prevent the manufacturers from cutting them off. The connection to "distinct carlines" is that if you're a Pontiac dealer, say, and there is no more "Pontiac," both parties have a problem. But apart from this, the proliferation of product most definitely operates against economies of scale. It's obviously cheaper to make one type of car than many. Take the logic to its extreme. You sell 1 million cars and they're all the same (think, Model T). You sell 1 million cars, and each is different. Which will be cheaper? I also sent your question to David Cole, the auto expert whom I consult when I have car trouble. Dave writes: "Paul, this is a tough issue. The state franchise laws make it difficult to cut dealers. The rotten market is taking a great toll of dealers today. The other issue is scale and you noted that however when several models are derivatives of a single platform, taking a model out can hurt capacity utilization which is the key to manufacturing productivity. If the loss of scale in a manufacturing facility and the cost of taking dealers out is greater than the savings, it doesn't make good sense. For example, the Saturn Outlook crossover is built in Lansing, Mich., in a plant that also makes a Buick and GMC model. The cost to engineer the Saturn is fairly small and the Outlook adds to the capacity utilization. You do save on marketing costs but it is generally a tough call and most forget about the capacity utilization issue." So then I wrote to Dave: "But if the state laws are so tough, how come GM is announcing it will lop off 25 percent or so of its dealers? I can understand Chrysler getting away with it -- in bankruptcy. But can GM do it UNbankrupt?" To which Dave replied: "That remains to be seen. Even with a Chapter 11 it may be tough. I think with the threat of bankruptcy the dealers might be prompted to be a part of a rationalization. For example, in Detroit, several Ford dealers bought out the retail business of one of their peers. This is a possibility in the metropolitan areas where the dealer problem is the most severe. Stay tuned. There are a lot of moving parts in this puzzle." -- Posted May 18, 2009 | Comments (5) | Permalink
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Taking the Model T analogy (a million of one thing versus one million different things), if there were only one place to get a car, the price would be higher. Having 75% of current dealers selling cars means less competition between sellers of each model, makes it a little more difficult to shop and haggle on the price and (with hope) raises the price paid on each car. While the remaining dealers would see any immediate benefit, in the long term the manufacturers then have to incentivize less. It's somewhat of a stretch.
like the instant price comparison and efficiency the internet has brought to say, books, the auto industry needs to accept new changes to purchasing. more frequently it is by brokers, internet customization etc. the pattern is clear, physical dealers become less important in the purchasing role.
also, I've never understood the "siamese" products matrix/vibe, mountaneer/..., (there's another I can't remember that has 3 equivalents), excort/tracer etc.
Minor "luxury" changes should stay in one product family. clear and distinct changes are appropriate for say, toyota/scion/lexus, but the way the us auto industry passes off essentially the same model as different cars is ridiculous.
I can see how having fewer dealers will be good for the remaining dealers, but I still don't see how having fewer dealers helps the manufacturers. If a dealer is an independent business, then how does a dealer cost the manufacturer a dime? Rather, shouldn't the dealers be paying franchise fees to the manufacturers?
I'm sure that there is something about the business model that I don't understand, and I would love an explanation.
Dear Mr. Solman:
You state, "No, dealers cost GM (and other automakers) plenty -- largely because of state laws that prevent the manufacturers from cutting them off." This statement is just the type of thing I keep hearing, but it is just that, a statement and not an explanation. How does preventing the manufacturers from cutting dealers off cost the manufacturer anything? What if any other costs unrelated to the state franchise laws are there?
Your statement and one made by one of the manufacturers' representatives testifying before Congress the other day provide no enlightenment on this issue. The car guy said that dealers cost the companies a lot of money. A Congressman asked for specific examples and the car guy could not provide one.
I love your reports and learn a great deal from them, but I still have nothing but your statement above on this question and still have no understanding of how the existence of one or thousands of dealers cost the companies when as I understand it, the dealers buy the cars from the companies and are independent businesses.
Sorry if I am being obtuse.
I'm with Roy and Thomas Hanley (above). I still don't understand how the dealers cost the manufacturer. In my simplistic understanding of the relationship, the dealers buy cars from the manufacturer. As I understand it, they pay their own rent, pay their salesmen, etc. They even have to arrange their own financing ("floor planning") to carry the automobile inventory. I suppose it is asking a lot, but could we get someone at the automakers to list some of the major costs the manufacturer incurs because of the dealers? Maybe an example with some numbers?
I had hear at one time that the auto manufacturers believe that a substantial portion of the cost of what a car buyer pays for the purchase of a car is due to the cost of the dealer and that at some point in time there had been some consideration given to the idea of eliminating all dealers, selling direct (over the internet) and arranging warranty service through independent chains. But that idea was never seriously pursued for many reasons.
Thanks