MOTO(man)

MOTO(man) is the car dealership superhero at the center of a series of short videos from Mike Crothers, CEO of MOTO(acquire). The idea behind him is simple: the best used cars your store can buy are already in your own backyard. They are in your sales and service customer base, rolling through your service lane, and parked in the driveways of people who follow your salespeople on social. These MOTO(man) dealership videos are built for GMs, used car managers, and dealer principals who want a quick, straight answer on how to acquire more of that inventory and hold more gross on every unit.

Meet MOTO(man): What This Hub Covers

MOTO(man) stands for the work every store knows it should be doing but rarely has the time or headcount to do every day. That means finding cars before they go to auction, before a competitor buys them, and before your customer trades somewhere else. In these videos, Mike breaks that work into pieces you can act on: where the cars are, how to reach the owners, and how to make sure your team actually closes the deal when a customer raises their hand.

If you have ever wondered how MOTO(man) acquires inventory for dealers, the short answer is that he does not do it with more people. He does it with a steady, automated process that keeps your store in front of the people who already know you.

Why MOTO(man) Dealership Videos Matter to Your Used Car Gross

Used car gross is won or lost at acquisition. A car you buy from your own customer usually comes with fewer surprises. You know who owned it, you often know where it was serviced, and you are not bidding against a lane full of other stores to get it. That leaves more room on the back end, and it gives your managers inventory that fits your market instead of whatever happened to be available.

Here is how MOTO(man) helps dealers sell more cars, using the MOTO(acquire) tools:

• MOTO(convert) puts a trade tool on your website with instant valuations, firm offer requests, and monthly value tracking. It includes the free buying power tool.

• MOTO(retain) sends past sales and service customers their vehicle's value every month. Those emails have a 36% open rate and 99.5% deliverability.

• MOTO(drive) works your service drive using DMS data and automated texts, pushes VIN and miles to your inventory tools, and alerts your sales team when a customer is ready. MOTO(drive) stores consistently buy about 1% of their repair orders without dedicated service acquisition hires.

• MOTO(social) gives each person posting on social their own link, with leads attributed in your CRM.

• MOTO(insite) is a consumer site with free vehicle history information.

MOTO(acquire) integrates with all major DMS platforms and many others, including Tekion, Dealertrack, CDK, Reynolds, and Auto/Mate. If your store uses a DMS we do not integrate with yet, we will build the integration.

What to Measure

A superhero is only as good as the results. If you want to know whether your acquisition process is working, track these:

• Private source purchases vs. auction purchases. Watch the mix shift over time toward cars bought from your own customers.

• Service drive buys as a share of repair orders. About 1% is what MOTO(drive) stores consistently hit.

• Value email engagement. Compare your open rates against the 36% MOTO(retain) benchmark.

• Website trade activity. Count instant valuations and firm offer requests, then how many turn into appraisals and purchases.

• Social leads by person. See who on your team is actually generating opportunities.

• Gross on acquired units. Compare cars bought from customers against auction cars on front end gross and time to the lot.

How These Videos Help

Each video is short enough to play at the start of a sales meeting or watch between appointments. Mike talks dealer to dealer, without the fluff, about what is working in hundreds of dealers that use MOTO(acquire). Use them to get your managers on the same page, to train new salespeople on why acquisition matters, or to pressure test your own process. Start with the video that matches your biggest gap, whether that is the service lane, the website, or your customer database, and put MOTO(man) to work.