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