Special National Auto Dealers Association live national webinar will cover three seemingly odd reasons why increasing dealership market share matters more in 2016.

1. Sales volume is high. But it's also high for like-brand dealer competitors. Plus the factory stair-step programs are in full gear and dealers are doing whatever it takes to make those monthly sales goals. It's even getting harder to get some popular models as we hit year end.
2. The car-buying information websites are full speed ahead including the addition of a few more recently. That means dealer-pricing information is falling from the trees. Consumers have so much pricing info that a 1-dealer stop often is all it takes to buy.
3. Used-vehicle inventory is hitting the marketplace in high numbers, as 2- and 3-year-old off-lease units come back to the lot after strong sales years of 2014 and 2015.

A reason I would build market share urgently in 2016 is that sales volume will inevitably slow, resulting in a mad scramble for profits. As car sales have been climbing, dealer per-unit profits have been fading. They averaged 6.2% in 2008, but are at 3.5% today, according to Manheim Consulting.

Next week's NADA webainar will be hosted live with Adam Armbruster:

http://marketing.nada.org/acton/form/4712/0097:d-0005/0/-/-/-/-/index.htm?sid=ecNpsiiui