Dealers are navigating a longer customer journey as affordability pressures make consumers more cautious about purchasing a vehicle. Joining us on today’s CBT Live segment is Force Marketing CEO John Fitzpatrick to discuss what his team is seeing across more than 1,500 dealerships, including the impact of higher payments, rising insurance and gas costs, the Labor Day opportunity and the rapidly changing role of AI in dealership marketing. Due to the influx of dealership pain points, John advises dealers to connect their marketing, sales and operations teams more closely as they prepare for these major changes in how consumers shop. John said affordability is causing consumers to spend more time…
