Auto Sales

How Van Horn Auto Group stays a step ahead of competitors.

People don't want to spend a whole day in a dealership.

The Challenge

Van Horn Automotive Group is a local favorite in Sheboygan County, but the Wisconsin-based dealership had dreams of growing its customer base beyond state lines. Tina Tasche, customer relations manager at Van Horn Automotive Group, realized they needed to adapt to an increasingly tech-savvy consumer that starts online instead of in-store.

“People don’t want to spend a whole day in a dealership.” says Tasche, “The digital retailing components coming out in the industry are allowing customers to get a lot more homework done before they enter our showroom,”

In the short term, Van Horn Automotive Group is trying to stay ahead of the competition in terms of technology, but that’s just the beginning. “A longer-term goal for us is completely purchasing online and then we deliver the vehicle to their house.” says Tasche.

When they discovered they could do it all with Podium, it was an obvious choice.

The Solution

Van Horn Automotive Group did a trial-run with Podium at a few of its dealerships before expanding Podium’s coverage to every location. “We just started to add it everywhere,” says Tasche. “It’s just incredible what our partnership in Podium has done to modernize our dealerships.”

Beyond cultivating more positive online reviews, Podium also proved to be a convenient option for both staff and customers. Tasche says “Not only is it simple for my sales and service staff to communicate with customers, but it’s just as easy for the customer to receive direct links to all of our review sites and not have to go out and try to find them.”

The Result

Van Horn Automotive Group has enjoyed tracking their success with Podium. “I know that we would not be where we are today if we did not have this partnership with Podium,” says Tasche.

This reporting has allowed the team to assess the number of reviews each dealership receives. Van Horn Automotive Group uses reporting through Podium for more than performance tracking. It also transforms reports into powerful motivational tools for staff. “Each month I send out an email with our top performers,” says Tasche. “I think that has also helped with our success. Because who doesn’t want to see their name on that report that you know the owners are going to be looking at?”

As the automotive market continues to evolve, Van Horn Automotive Group aims to stay ahead of the curve. “We’re trying to be as engaged in being an early adopter in this new space as we can,” Tasche says.

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