"175 to 400 Cars a Month" — The Used Car Reframe That Changed Every Department | Rob Dell, VP at Bob Ruth Ford
About this episode
Rob Dell discusses how he transformed his dealership's focus from new cars to used cars, significantly increasing sales volume.
Rob Dell runs a Ford store in a town of just 2,700 people, boxed in by a competing Ford dealer every seven miles. Instead of fighting for new car volume he could never win, he rebuilt his store around used cars, taking monthly volume from around 175 to close to 400. Rob Dell is the Vice President at Bob Ruth Ford, and he's spent almost 30 years figuring out what actually makes a dealership work. In this episode, Rob breaks down the shift in thinking that made that growth possible. He explains why he stopped chasing a flat front-end profit number on every deal and started valuing every trade at a baseline of $3,500 once service, parts, and finance are factored in. He also gets into the historical data his buyers use to price a used car before it ever hits the lot, the five-thousand-dollar rule that keeps his team taking smart risks, and the six-person pod structure that keeps every manager focused without being stretched too thin. You can connect with Rob on LinkedIn , where he posts regularly about the real numbers at his store, wins and losses included. Michael's takeaway: the number that matters isn't how many cars you sell. It's understanding what one deal is actually worth…
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