Dale Pollak believes that the car business—and the dealers who make their living in it—are in more trouble than anyone cares to admit. After four decades and three best-selling books, Pollak has witnessed the trials and triumphs of the retail automotive industry from a vantage point that few get. While car dealers are making good money, he warns that the industry is at a critical turning point, with too few paying attention to how inefficiency and lack of transparency are sapping the industry’s true potential. Amid the ever-faster confluence of technology, the Internet, and changing consumer preferences, the future prosperity of the industry is far from secure. Like I See It offers practical solutions, such as making the sales process more customer-focused and digitally driven to encourage sales, managing new and used inventory to mitigate margin compression, and ending factory bonus checks. It spurs much-needed conversations and sets guideposts that help dealers, OEMs, and solution providers improve how they do business. It also shows dealers how to stay relevant, evolve to keep up with the changing times, and deal with issues like high personnel turnover and the coming disruption of ride-sharing, self-driving cars, and Millennials who don’t want (or can’t afford) to own a car. Pollak believes that success will come to dealers who recognize that each customer engagement is a chance to make a positive impact and create a bond. He offers a collectively minded approach that will help build a better, more profitable, and prosperous retail automotive industry for tomorrow.
Buying a car can be a gut-wrenching experience with so many models and options to choose from. And that is well before price negotiations have even started. For decades, dealers have been accustomed to setting the right price at the right time. However, dictating terms of negotiations is now under a full-blown attack in the new reality of consumers empowered by the Internet.
Dale Pollak lays out a straightforward and convincing overview of what dealers are facing now and how these newly empowered customers are ratcheting down margins. The authors provide a backdrop of how a decades-old symbiotic relationship between dealers and auto makers is coming under increasing strain as both parties are struggling to keep their business models intact.
Increasingly, consumers are shopping for cars online, stopping at the dealer only to collect cars – a process that is invetably forcing more and more dealers to operate on razor thin margins, mostly relying on servicing and repair revenues. Those who succeed actually do so through increased levels of efficiency rather than through selling more vehicles.
Dale Pollak's career in the automotive industry spans nearly four decades. As a dealer, technology entrepreneur, and best-selling author, Pollak has helped many successful automotive dealers in North America make dramatic improvements in their new and used vehicle operations.
Pollak serves as executive vice president for Cox Automotive, a position he’s held since the company he founded, vAuto, became part of the Cox family in 2010. Dale has written three books that detail the application of the Velocity method for dealers. The latest, “Like I See It,” was released in 2017.
Pollak holds a bachelor of science degree in business administration from Indiana University, a law degree from DePaul University's College of Law, and is a four-time winner of the American Jurisprudence Award. In addition, he received the 2010 Ernst and Young Entrepreneur of the Year Award, and in 2011, he was inducted into the Chicago Area Entrepreneurship Hall of Fame. In 2014, he was named as Poling Chair at Indiana University's Kelley School of Business.
''The auto industry is fortunate to have a thinker like Dale amongst us. With Like I See It, he uses his enlightened common sense and unconventional thinking to point out opportunities for dealers to improve their businesses today. Dale has a way of knowing what's around the next bend before the rest of us do, and this book provides a glimpse of the future that is both exciting and frightening.''
''Dale has given us a how-to guide on becoming a modern auto retailer. Every dealer should hold a series of managers meetings to strategically address the issues raised in the book. Like I See It is an insurance policy for every dealer's financial future.''
''If you're a student of the car business, you should put Dale Pollak's Like I See It on the office shelf, right next to his Velocity books. If you're not drinking his Kool-Aid now, you will be soon.''