EDISON, NJ — Times are changing, and adaptation is necessary, especially for the automobile sales industry. An industry that relies heavily upon personal connection must now alter their ways of conducting business. Recently the TapintoEdison team had the pleasure of catching up with Chris Flusk, manager and supervisor of one of the largest dealerships in Edison, Ray Catena Infiniti of Edison.
Amidst these hectic times, how has COVID-19 affected the dealership, and what steps has the dealership taken to assist customers during these times?
“The car business is very much a people business, a face to face business. This has forced us to move to the next generation. Many manufacturers around the country are trying to eliminate the sales consultant and make things more digital; my rebuttal to that is, in this part of the country, most people have spent between 6 to 8 hours of their day on screen time” said Chris. “When a customer walks into the dealership, the last thing they want to do is have more screen time; they want to interact with another person”. “With this, we have to adjust to the new normal which is digital, although this has been a huge hiccup to the sales consultant and management team we have learned to develop a new normal and really embrace our digital tools such as utilizing chat rooms and virtual test drives.”
What are the next steps for Infiniti of Edison, and what does the future look like?
“We have launched a new digital platform for customers that offers virtual tours of our new vehicles, live video chats, and much more.” said Chris “We have also created an online retail tool which allows customers to “desk their own deal” they can put in their terms, provide us with mileage preference, see if they qualify for incentives, upload their driver's license, upload their insurance card, fill out their credit applications and then a sales associate will set up the car for a delivery. “Coming out of this, we need to create a new normal, and I think a lot of that is going to be a digital platform.”