Dealership’s aggressive advertising push gets results during pandemic

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During the early days of the coronavirus pandemic, Vera Cadillac-Buick-GMC in Pembroke Pines, Fla., actually boosted its advertising spend.And the gamble paid off. For the first time since he opened the Cadillac outlet in 2004, Louis Vera’s dealership ranked No. 1 in General Motors’ Southeast region for retail new Cadillac sales, in April and May, jumping from No. 5 in March.

“We were No. 1 because we played offense,” said Vera, dealership CEO. “We didn’t do defense. And so we just kept selling, selling, selling cars.”The aggressive push, in fact, vaulted his store to No. 5 on Cadillac’s retail new-vehicle sales ranking for all of the U.S. in April out of about 880 locations. That was a jump from 22nd in March, and the store ranked No. 7 nationally in May. During that period, stores in many other states were affected by government shutdown orders that restricted vehicle sales to a greater degree than Florida dealerships experienced.

A GM spokesman confirmed the dealership’s national rankings and its top regional ranking for those months.Vera credited the store’s advertising push for helping it crack the top 10.”We did not cut TV schedules,” he said. “We actually added TV schedules. This first commercial was not about …

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