Opportunity in Chaos

The economic turbulence of 2009 has also impacted most of the major powersports OEMs. Faced with mounting dealership closures, one OEM saw opportunity in the volatile automotive industry.

With Chrysler shedding nearly 800 dealerships in their reorganization efforts and established brands such as Pontiac, Saturn, Saab and Hummer facing extinction, an unprecedented number of disenfranchised auto dealerships have become potential powersports dealer candidates.  While these dealers are outside of the traditional powersports dealer mainstream, they present a turn-key alternative with the necessary facilities, capital, location and management.

In addition to profiling over 100 powersports OEMs/Distributors in the U.S., GenesysTech also produces a comprehensive database of all automotive OEM dealer networks.  Profile data includes dealer dba, address, city, state, zip, phone, fax, email address, website url, county code, county name, awards/certifications; brands carried, annual revenues, credit scores, years in business, facility size, employee count, contact individual and title. 

This OEM targeted the terminating Pontiac and Saturn dealer networks as a source of prospective franchisees to help stabilize their dealer network. Not surprisingly, they discovered that these dealers were highly motivated and eager to explore alternative product offerings.  In fact, the percentage of disenfranchised auto dealers setting appointments for follow-up discussions with the OEM ran significantly higher that their powersport dealer counterparts.  The suitability of these dealers for non-automotive product offerings has also been reflected in targeted solicitation by other chains/OEMs such as Midas Muffler, NAPA Auto Parts and Fleetwood RV’s among others.

With GenesysTech data provided in Google Earth format, the client could easily examine candidate locations in relation to their existing dealer network at national, regional, local or event street level detail. The ability to "virtually" prospect for dealer candidates facilitated and expedited their process of new dealer appointments while maintaining the integrity of existing dealer territories.