Post on 18-Aug-2020
Grubbs Infiniti Case Study
AT THE TOP OF HIS GAMEHow LotLinx is helping George Grubbs sell more In�nitis than any other dealer in America.
George Grubbs IIIExecutive ManagerGrubbs In�nitiGrapevine, TX
DEALER PROFILE
Grubbs In�niti is the largest In�niti dealership in the United States, both in size and sales (2016 results).
RESULTS February 2017*
VDP Views 2,766
Cost per VDP View $2.71
Vehicles Sold 164
Cost per Vehicle $45.73
Sales Velocity Increase 106%
Holding Costs Savings $89,934
New Visitors 2,189
* Based on LotLinx data for Grubbs In�niti. Used and CPO vehicles
LotLinx | Grubbs Infiniti Case Study | April 2017 32 LotLinx | Grubbs Infiniti Case Study | April 2017
The Grubbs family has been in the car business in Texas since Hubert Grubbs discovered he could make more money selling used cars outside his small Dallas grocery store than he could make peddling groceries. That was during and shortly after World War II, when cars were scarce. The enterprise was so pro�table that Hubert eventuallyopened a used car lot where the store once stood.
In the early 1950s, Hubert was offered a new Dodge
dealership, and the family has been a major player
in the Texas automotive market ever since. Today,
George III is the fourth generation of Grubbs to
lead a dealership, and what he’s doing at Grubbs
In�niti in Grapevine, halfway between Dallas and
Fort Worth, would surely make his great granddaddy
proud. When you build the largest In�niti dealership
in the country in 2015 – a sleek, 75,000 square
foot rooftop on 16 acres of land – and proceed to
back it up with sales results, you know you’re doing
things right.
“We weren’t even here a full year calendar-wise,”
George says, “and we �nished third in the country
in sales, just a dozen cars behind second and �rst
place. And then, last year, with the full calendar year
to operate, we were number one in sales, and beat
dealers in larger markets than ours, and beat the
other guys in town by substantial numbers.”
Needless to say, results like this don’t happen by
chance. Rather, they happen as a result of a bold
vision and clear-headed decision-making.
Digital drives traffic, and Grubbs Infiniti needed it.
The previous Grubbs In�niti location, in a suburb
of Fort Worth, was inconvenient for most of their
NEW SHOPPERS DELIVERED TO THE WEBSITE
2,189
VDP VIEWS ON GRUBBS INFINITI
WEBSITE
2,766
COST FOR EACH VDP VIEW
$2.71
VEHICLES SOLD ATTRIBUTED TO
LOTLINX SHOPPERS
164
COST PER VEHICLE SOLD
THROUGH LOTLINX
$45.73
— SCORECARD: GRUBBS INFINITI RESULTS FROM LOTLINX - FEBRUARY 2017 —
customers. George knew he needed a digital presence
to overcome the problem.
“I didn’t delegate that to anybody else,” he says. “I
was just doing everything I could to try to have the
best presence online just to get awareness that we
existed. The challenge is, you can only do so much
with pay per click; you can only do so much with
display ads. We were doing the traditional used car
syndication with Autotrader and Cars.com, and it was
getting the same results as
everybody else.”
“How am I going to beat
the other guys,” George
wondered, “if I’m doing
the same thing that they’re
doing?”
Research leads to LotLinx.
George says he began
doing research “to �nd
the newest, latest, greatest
technology out there,” and
through this process he
discovered LotLinx. The
discovery came right before
Grubbs In�niti moved to its
new location, where their
used car inventory more
than doubled. George recognized that to succeed, he
was going to need technology he could rely on.
The distinctions between LotLinx and the digital
solutions he had tried previously were very clear to
him. He explains he was always “very frustrated”
by the fact that most third-party sites “are trying
to keep the consumer on their webpage instead of
pushing them over to our webpage.” George quickly
saw that LotLinx was different.
“With LotLinx, where they’re syndicating my vehicles
– when someone clicks on a vehicle, they’re actually
coming to my site. I get
that traf�c. We’ve built
a pretty good website,
so I know that if I can
get someone on my site,
we’re probably going to
have an opportunity to do
business.”
The capability LotLinx
gave George to access
and analyze his digital
data through the VIN
VIEW OPTIMIZER™ also
impressed him. “When I
saw the reporting behind
LotLinx, and the fact
that they can show me
how many VDP views my
cars are getting across
multiple platforms, I realized I could use that
information to make better decisions. I can actually
“ We’ve built a good website, so I know that if I can get someone on my site, we’re probably going to have an opportunity to do business. LotLinx facilitates that.”
“ We doubled our used car inventory when we moved, so it was even more instrumental that I had good partners that would help me lease this inventory, and LotLinx was key.”
target my ad dollars better by
putting it in the right place on
the right cars.
“With LotLInx, I’m able to see
what my other vendors are
doing and either hold them
more accountable or spend less with them. One of the two.”
The powerful combination of LotLinx and Facebook
George reports having enjoyed particular success with LotLinx Blast, which enables him to harness the power of the world’s largest social network to drive VDP views.
According to George, having a presence on Facebook
enables him to “speci�cally target the right demographics
for our vehicles, whether their
interest is cars or lifestyle.”
He says he used it last year
to promote the two largest
SUVs in the In�niti line-up,
the QX60 and QX80.
“Not only did I �nish the year
number one in the country in
overall sales. I also �nished
number one in those speci�c models, and it’s because of
the campaigns we ran through Facebook.”
Like we said at the beginning, Great Granddad would be
very proud.
4 LotLinx | Grubbs Infiniti Case Study | April 2017
LotLinx: Transforming Digital Automotive RetailTo set up a meeting with a LotLinx consultant, go to lotlinx.com/schedule
For general information, call 1 800 625 LINX or visit lotlinx.com
LotLinx, Inc. 412 South Wells Street, Chicago, IL 60607
©2017, LotLinx, Inc. All rights reserved.
ON THE VALUE OF LOTLINX:
“IF THERE’S ONE WORD THAT DESCRIBES LOTLINX, IT’S ‘ALL-ENCOMPASSING.’ IS THAT ONE WORD OR TWO? IT’S NOT ONLY SYNDICATING MY VEHICLES, IT’S NOT ONLY MARKETING FOR
ME, BUT IT’S GIVING ME ACCESS TO ALL MY DATA.”
SALES VELOCITY INCREASE
WITH LOTLINX
106%
SAVINGS FROM REDUCED HOLDING COSTS
$89,934
— GRUBBS INFINITI — FEBRUARY 2017