Some start in a garage. Others start in a boardroom. Ours started at Preston Ford.
Early in the digital age, dealer principal Dave Wilson believed his flagship store could sell volume. The problem was that Preston Ford sat in a town of 800 people. The solution?
Dave realized his physical lot was no longer as important as his digital lot. By 2007, he had reorganized ad budgets and marketing strategies. His priorities shifted to driving qualified traffic to his website, which he knew would result in foot traffic in his showroom, and he began focusing on new metrics, such as impression share and lead closing ratios.
By 2008, Dave set his sights on becoming a top volume Ford dealer. In 2019, Preston Ford finished 33rd out of 3,300 dealers nationwide, and Dave’s store in a town of 800 people had become a destination dealership.
Dave saw firsthand that his in-house marketing team knew how to win big. He also knew his team’s origin in a dealership gave it the grassroots knowhow to meet the needs of owners and managers in other locations.
That’s how we were born.