How Sonic Automotive Joined Forces With The Biggest E-Retailer In The World To Sell Cars
发布时间 2025-02-13 11:01:27 来源
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Welcome to Industry Spotlight—a focused series hosted by Sam D'Arc, highlighting standout dealerships and innovative ...
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Welcome to another edition of the Cardiallorship Guy podcast industry spotlight. I'm your host Sam Darkseo of the Ziegler Auto Group. And coming up this episode, Sonic Automotive joined forces with the biggest e-reteller in the world, Amazon, to help sell cars. Today, we take a deep dive look inside that partnership, joining me as president of Sonic Automotive Jeff Dyke and director for Amazon Auto's Matt Newford. Today you'll hear why Sonic decided to join with Amazon Auto in offering vehicles to the public. How Sonic pays salespeople on those transactions. All the processes different from non Amazon customers, who owns the data, dealer or Amazon.
欢迎来到Cardiallorship Guy播客行业聚焦的又一期节目。我是Ziegler Auto Group的主持人萨姆·达克西奥。本期节目中，Sonic Automotive与全球最大的电商平台亚马逊合作，共同帮助出售汽车。今天，我们将深入探讨这一合作关系，加入我的有Sonic Automotive总裁杰夫·戴克和亚马逊汽车部门的董事马特·纽福德。您将听到Sonic为何选择与亚马逊汽车合作，将车辆提供给公众。Sonic如何在这些交易中支付销售人员的佣金。这些流程与非亚马逊客户的有何不同，数据的所有权归经销商还是亚马逊。
How do vehicle trade-ins work on the platform and what is the one key profit center they haven't yet solved for and how both Sonic and Amazon are working hard to solve for that profit center. This episode is brought to you by Amazon Auto's. Thanks for supporting the show. Now let's dive into it. Hey, so Matt, we've seen this shift in consumer behavior towards online shopping across many industries. And you guys are the biggest Amazon, right? What insights about car buyer preference inform the development of Amazon Auto's?
以下是翻译：
车辆以旧换新在这个平台上是如何运作的，以及他们尚未解决的一个关键利润中心是什么？Sonic和亚马逊如何努力解决这个利润中心的问题。本期节目由亚马逊汽车赞助。感谢大家对节目的支持。现在让我们深入探讨这个话题。
嘿，Matt，我们看到消费者行为在许多行业中正在向在线购物转变。你们是最大的电商平台亚马逊，对吗？关于汽车购买者喜好的哪些见解促进了亚马逊汽车的发展？
Yeah, Sam, it's a great question. I mean, we know that 95% of car shoppers are already starting online. And so, you know, I think that was a sort of natural progression. And what we found in talking to customers, to Amazon customers, is they wanted a more transparent, you know, integrated online shopping experience for cars. And we even saw it on our site. We've had vehicle detail pages and digital showrooms on Amazon for a number of years. And customers kept asking us, where's the buy box?
是的，Sam，这是个很好的问题。我是说，我们知道95%的购车者已经在网上开始他们的购物过程。所以，我认为这是一种自然的发展趋势。通过与客户，包括亚马逊的客户交谈，我们发现他们想要的是一种更透明、更整合的网上购车体验。其实在我们的网站上，我们也注意到了这个趋势。多年来，亚马逊平台上一直有车辆详情页面和数字展厅，而客户不停地询问我们：购买按钮在哪里呢？
And so, well, we decided, you know, let's add a buy box. It's not a true buy box, but, you know, it was a monumental undertaking, but it's exciting to finally have launched it to the public last month. So it is interesting. Your live you've launched. You've got a partnership with Hyundai and specific OEMs and it like the auto dealer body is kind of holding its breath, trying to figure out what is going on. What's your intent? Where do you fit into that space? And Jeff, Sonic Automotive, you're on the board. I think Matt, you reached out to Jeff as one of the first to come over. Jeff, what brought you into this project? Where did you see the value here?
好的，所以，我们决定增加一个购买框。虽然它不是真正的购买框，但你知道，这是一项巨大的工程。不过，能在上个月终于向公众推出，确实令人兴奋。这很有意思。你们已经上线，并与现代等特定的原始设备制造商达成合作，汽车经销商也在屏息观察，想搞清楚到底发生了什么。你们的意图是什么？在这个领域你们的定位是什么？Jeff，你在Sonic Automotive的董事会，而我记得Matt联系了你，让你成为最早加入的成员之一。Jeff，是什么吸引你参与这个项目？你认为这里的价值在哪里？
The auto retail industry suffers from technology or a lack thereof, and in particular, in the digital retail space. And what we believed at Sonic, and what I personally believed is that we could work with Amazon and the manufacturers to build digital retail solutions that would allow the consumer in an omni-channel environment to buy a car from A to Z, where they wanted to do the whole transaction online in their night at night at home, or whether they wanted to do part of it at night and then come into the dealership the next day and then finish it.
汽车零售行业在技术方面，特别是在数字零售领域，面临挑战或缺乏相应的技术。我们在Sonic公司相信，也包括我个人的信念，我们可以与亚马逊和制造商合作，构建数字零售解决方案。这些解决方案能够让消费者在全渠道环境中方便地从头到尾购买汽车。无论他们是希望在晚上在家中通过网络完成整个交易，还是希望晚上完成部分交易后，第二天再到经销店完成剩余部分，这些解决方案都可以满足他们的需求。
It's the technology that's needed in order to, you know, quench the thirst that the consumer has for buying a car online that the industry just doesn't provide right now. Why is that, Jeff? You know, digital retailing has kind of become the buzzword over the past few years, and you go to NADAE here at Everywhere, and you made a great point in the pre-show. Like everybody talks about being able to do it start to finish. Does anyone truly do it start to finish?
这是一项需要的技术，用于满足消费者在线购车的需求，而目前行业并未能提供这样的服务。为什么会这样，杰夫？你知道，近几年"数字零售"已经成为一个流行词，无论是NADAE还是其他地方，大家都在谈论如何从头到尾实现这一目标。但真的有人完全做到从头到尾在线购车吗？
The answer is no. It's not in its truest sense that a consumer can go online and buy the vehicle, and I did it. I've spent the last couple of years actually studying this and went out and bought cars from everybody who said they could, documented it and said, well, no, this switch to a human being and this switch to a human being and this system didn't work, and I'm signing paperwork online, but then when I get to the store, I have to re-sign paperwork. There's no way to vault and safely transition the law contract to the consumer. There's just all kinds of problems.
答案是否定的。在最真实的意义上，消费者实际上无法在线上购买车辆，我也试过。我花了过去几年时间研究这个问题，并从每个声称可以在线购车的人那里购买了车，记录了一切，然后发现并非如此。这需要通过一个人，然后又通过另一个人切换，而且这个系统不起作用。我虽然在线上签了一些文件，但是到实体店时却需要重新签署。这意味着无法将法律合同安全地转移给消费者。这之中有各种各样的问题。
And those are things that we started out really day one with Matt and his entire team working on in terms of developing an online tool that would allow the consumer to truly transact online. And they've made it very easy to buy anything and everything. The next big mountain they're going to tackle in our tackling is the auto retail sector. And it's a big challenge. There's no question. And one of the things that I appreciate about how Matt started all of this and their team started this was they focused for the first couple of months of working with them on how do you make a profit and where does your profit come from? Because we need to protect that before we do anything else.
这些事情是我们从第一天开始就与Matt和他整个团队合作进行的，他们致力于开发一个在线工具，让消费者能够真正在线交易。他们已经使购买任何商品变得非常容易。接下来，他们要挑战的重大领域是汽车零售业。这是一个巨大的挑战，毋庸置疑。我欣赏Matt和他的团队在开始这一切时的做法，他们在合作的头几个月专注于如何盈利以及利润从哪里来，因为在进行其他事情之前，我们需要先保护这部分收益。
So what's the answer to that question? Have they stopped for that? And the reason we were so interested in that question is because we're known for being a customer obsessed company. And we always say internally that with Amazon autos, we have multiple customers. We have the end customer who we all need to satisfy. But dealers are a really important customer because dealers are the sellers of record. They provide the inventory. If this is not a great place for dealers to connect with customers, well then, you know, it's not going to be a great place for customers. There won't be any cars. So we really wanted to understand the important elements of dealer profitability. And we have worked really hard to protect those. And this is where Jeff and the dealer council have been absolutely instrumental in, you know, as we you asked about F&I at the beginning, you know, such a critical part of the profitability equation for dealers. And you know, we're trying to design the most customer friendly experience that's also dealer friendly. And you know, that's that's that's a fun challenge.
那么那个问题的答案是什么呢？他们为此停下来了吗？我们对这个问题如此感兴趣的原因是，我们以客户为中心而闻名。我们常常在内部说，在亚马逊汽车业务中，我们有多个客户。我们需要满足终端客户的需求，但经销商也是非常重要的客户，因为他们是记录的卖家，并且提供库存。如果这个平台对经销商来说不是一个与客户联系的好地方，那么对客户来说也好不到哪里去，因为就没有车可买。因此，我们真的想了解经销商盈利的重要因素，并努力保护这些因素。此时，杰夫和经销商委员会的作用非常关键。你提到的金融与保险（F&I），是经销商盈利的重要部分。我们正努力设计一种既对客户友好又对经销商友好的体验，这确实是一个有趣的挑战。
Matt, I think that's an interesting point that you make as a consumer familiar with Amazon, having bought things through Amazon, not having talked to your team or knowing anything about the project, I would assume that Amazon would have Amazon cars and that you would have a direct OEM relationship and that you would seek to really replace the dealer. What you're saying is, is that's not the case at all. You're looking to provide the dealer a platform to provide them a marketing platform to be able to go to market with their consumers and preserve that relationship and that profit center, right? That's exactly right. It's exactly the opposite of of direct. It's it's creating a bridge for dealers to reach Amazon customers, you know, millions of Amazon customers in a an environment that customers find very familiar. They come back regularly.
马特，我觉得你作为一个对亚马逊很熟悉的消费者所提出的观点很有趣。因为通过亚马逊购物，而且没有与您的团队交流或了解项目的具体情况，我会以为亚马逊会有自己的汽车，并会与汽车制造商直接合作，试图真正取代经销商。但你所说的完全不是这样。你们是希望为经销商提供一个平台，一个市场营销平台，以便他们能够与消费者对接，保持关系和利益中心，对吧？完全正确。实际上这恰恰相反，而不是直接合作。它是为经销商创造了一座桥梁，使他们能够在一个消费者觉得熟悉的环境中接触到亚马逊的数百万用户，并且消费者会经常回访。
So, you know, while the experience is not exactly like buying a book, of course, it will be an it's an experience that is very familiar to customers. And, you know, we are giving dealers the ability and new ways of accessing a new set of customers in a way that customers find really familiar. So, Matt, you know, what is it about the dealership relationship with the customer that Amazon seeks to preserve that?
所以，你知道，虽然这种体验跟买书不太一样，但对顾客来说仍然是非常熟悉的。我们正在为经销商提供接触新客户群的新方式，而这种方式让顾客感到很熟悉。那么，Matt，你知道，亚马逊想在经销商与客户的关系中保留什么呢？
So what is different about cars than almost any other product is that they have to be serviced and, you know, that car is out on the road every day and, you know, dealers are a critical element of that component. But I also believe in that I very much believe in the omni-channel nature of buying a car. There's, you know, I have no illusions that a customer is suddenly that customers are suddenly going to start, you know, buying cars fully online. It's such a physical product. It's a very expensive product. Customers want to see it, touch it, feel it. They might test drive it. They might not, you know.
汽车与其他几乎所有产品不同的是，它们需要进行保养，而且你知道，汽车每天都在路上行驶， 经销商在这方面是关键因素。不过，我也相信购买汽车的多渠道性质。我并不幻想顾客会突然完全在线上购买汽车。毕竟这是一种实物产品，而且价格昂贵。顾客想要看到、触摸、感受它。他们可能会试驾，也可能不会。
And so, we want to provide an experience for dealers to meet customers. However, the customer wants to shop. And we've even seen some of our early orders of the last month, you know, all shades of that experience, right? It goes in, test drives, buys on Amazon, starts on Amazon, goes in. It is, we expect it to be fully omni-channel. Very good. Any thoughts on that, Jeff, relative to omni-channel? And the fact that it appears that Amazon is avoiding the direct-to-consumer model that would bypass dealerships, right?
因此，我们希望为经销商提供一个与客户见面的体验。然而，客户其实是想购物的。在上个月我们接到的一些早期订单中，也看到了这种体验的各种形式。有的客户先去店里试驾，再通过亚马逊下单，有的则先在亚马逊上开始，然后去实体店。我们预计这一过程将是完全的全渠道。这很好。杰夫，你对全渠道有什么看法？尤其是考虑到亚马逊似乎正在避免跳过经销商的直接面向消费者模式，对吧？
Yeah. I mean, look, the 800-pound gorilla in the room is there franchise laws in this world that will stop that anyway. And why go down that road and have that fight? That's ridiculous. We've spent decades and decades and decades building relationships with the consumers. The consumers have to have their car serviced as Matt said. And so, and also, the dealer body has a lot of knowledge that we bring to the table. And I think Matt and the team recognize that from the very get-go, whether it's how you finance a car, the paperwork that goes along with the financing, the vehicles themselves, the relationship with the manufacturers. There's just a lot to all of this.
好的。我是说，显而易见的问题是，这个世界上有特许经营法会阻止这种情况发生。为什么要走那条路去争斗呢？这很荒谬。我们花了几十年的时间与消费者建立关系。正如马特所说，消费者必须对他们的汽车进行维修。而且，经销商团队也带来了很多的知识。我认为马特和他的团队从一开始就认识到了这一点，无论是如何为汽车融资、与融资相关的文书工作、车辆本身，还是与制造商的关系，这一切都非常复杂。
It is a very complex transaction, as you know. And look, we've just gotten started. And I think that if we work together, you know, we're going to put ourselves in a situation where we saw a lot more cars, and it's going to be good for everybody, and most importantly, great for the consumer because it makes the transaction easier. And as we all know, go back for decades, you know, buying a car, people would rather go to the dentist and have their tooth pulled out of your nose again, rather than going into a dealership to buy a vehicle because we've made it a pain in the ass. And it's time to change that.
这是一笔非常复杂的交易，你是知道的。我们才刚刚开始。如果我们合作，我相信我们将会让自己处于一个能够卖出更多车的状态，这对大家都有好处，最重要的是，这能让消费者受益，因为这能让交易变得更简单。众所周知，几十年来，买车的经历让人宁愿去看牙医把牙齿拔掉，也不想去经销商那里买车，因为我们把这个过程弄得太麻烦了。现在是时候改变这一现状了。
And I think this relationship can go along the way to making that happen. There are manufacturers out there that believe the same way, and that are working in that same direction and developing digital retail solutions that will allow the consumer to do that. But pulling, you know, two or three hundred dealers and getting them all going in the same direction. And I think you have a great opportunity here to build something that's quite special that can really change the experience of the consumer.
我认为，这种关系可以在很大程度上促进目标的实现。有一些制造商也有相同的想法，并在致力于开发数字零售解决方案，使消费者能够实现这一点。不过，要让二三百个经销商协调一致地朝着相同的方向努力，这是一项挑战。但我认为，这里有一个极好的机会，可以打造一些特别的东西，从而真正改变消费者的体验。
You know, I really like that you're going to dealers for this rather than rather than to the OEMs and then to the dealers. I mean, you've got the Hyundai deal put together, but you're talking to dealers direct. Your team is Matt, which I think says a lot about the approach.
你知道，我真的很欣赏你们直接跟经销商合作，而不是先通过原始设备制造商（OEM）再到经销商。我是说，你们已经和现代（Hyundai）达成了协议，而且你们直接与经销商进行沟通。你们团队里的 Matt 负责这方面，我觉得这充分体现了你们的工作方式。
So Jeff, as a dealer on the on the front line, what are some of the concrete results or key changes you've seen since you've implemented this in your stores? You mentioned the Hyundai success already and it's it's new business. Is there anything else that has been an impact? You know, Sam, it's a little too early. It's new, but one of the things that I would tell you from a corporate perspective, it's getting the team to think differently. It's gotten our Honda Hyundai team to think differently about the ability to sell a vehicle online. Really, we do have 95% of our customers are going on our website.
翻译成中文：
杰夫，作为一线的经销商，自从您在店里实施了这个措施后，您看到了哪些具体成果或关键变化呢？您提到过现代汽车的成功和这种新业务。除了这些，还有什么其他影响吗？
你知道，萨姆，现在说还为时尚早。这个措施比较新，不过从公司的角度来看，它确实让团队的思维发生了变化。这让我们的现代汽车团队开始重新思考在线销售汽车的可能性。实际上，目前有95%的顾客都会访问我们的网站。
They're going online and they that's where they start their transaction. But the tools are not there in order to do the full transaction. Amazon is bringing that to the table, but the early results are great. We all one of the big takeaways here and we knew from the very beginning that it would be was the penetration for F&I products is a big, the big part of our success is going to be whether or not the consumer is going to buy warranties is going to buy F&I products at the same level at the same penetration levels that they do when they talk to a human being live.
他们正在网上进行交易，但目前网上交易的工具还不够完善。亚马逊正在努力改善这一点，初步结果不错。我们都知道从一开始就知道一个关键点是，F&I（金融与保险）产品的渗透率对于我们的成功至关重要。关键在于消费者是否会在网上购买与面对面交流过程中同样数量和比例的保修和F&I产品。
Yeah, what's the answer? And the answer so far is they're not, but but but but that's okay. We knew that getting started because we'd already experimented in that and it's not just sonic automotive, the auto nation group one, Hendrick, Penske, all of them, everybody has seen the same result. So now we understand what the issue is and now we're working on solving the problem. How can we take technology? How can we take AI? How can we take these things, couple them together and solve that issue and we'll solve it. I'm not concerned about solving product penetration with the likes of having the power of Amazon, the power of our manufacturer partners, the power of the dealership network working on this, this topic. It's an important topic because it doesn't work if you just have the front end margin of the car and you just have the F&I margin from financing. We've got to have the product sales. We all know that and we're working around the clock to figure that out.
好的，答案是什么？目前的答案是还没有解决，但这没关系。我们一开始就知道会这样，因为我们已经在这方面做过实验。这不仅仅是Sonic Automotive，Auto Nation、集团一号、Hendrick、Penske等公司，大家都遇到了同样的结果。现在我们了解了问题所在，正在努力解决它。我们如何利用科技？如何利用人工智能？我们如何将这些结合起来解决这个问题？我们会解决它的。我并不担心在解决产品渗透问题上，因为我们有亚马逊的力量、制造商合作伙伴的力量、经销商网络的力量一起努力。这是一个重要的话题，因为仅仅依靠汽车的前端利润和融资的金融与保险收益是行不通的。我们必须有产品销售才行。我们都知道这一点，并且正日以继夜地解决这个问题。
There is artificial intelligence. There is data and there are ways to make this happen and and we'll do that in the coming in the coming year. That's something that we're all very, very focused on. It's like solving a trade in when you're trading in online and how quickly can you do that? And is it real time and we've solved that issue? And so there are things that need to be solved, but we are making great progress and we'll continue to do that and I'm quite confident we'll solve that problem as well. The F&I piece is unique and fascinating because the car sale is this tangible product you touch, see, feel, get excited about.
有人工智能，有数据，还有实现这些目标的方法，我们将在来年实现这一目标。这是我们所有人都非常关注的事情。这就像是在网上交易时解决交易问题，如何快速完成？是否是实时的？我们已经解决了这个问题。因此，还有一些问题需要解决，但我们在取得重大进展，并将继续努力，我非常有信心也会解决这些问题。金融与保险部分是独特而又迷人的，因为汽车销售是一种可以触摸、看到、感受到并令人兴奋的实物产品。
I can go on Amazon, see the picture of the car. I know what I'm getting. Finance, as you know, is this intangible product? It's protection against the fear of loss in the future and that's a tougher build on a platform. Are there any, you know, as you think about dealers listening to this concerned about that piece, are there any early thoughts you're having about how to solve for that? Because going back to the digital retailing platform conversation, you're right. Well, this nobody could do it, start to finish. And in every platform promised a solution that would preserve finance and I haven't seen that yet either. It's not there.
我可以在亚马逊上看到汽车的图片，我知道我会得到什么。金融，正如你所知，是一种无形的产品，它是针对未来损失恐惧的保护，这在平台上更难实现。对于那些听到这些信息而感到担忧的经销商来说，你有没有一些早期的想法来解决这个问题？因为回到数字零售平台的讨论，你说得对，目前还没有人能从头到尾完成它。每个平台都承诺提供一个能够保留金融的解决方案，但我也还没有看到这种情况出现。这个解决方案还不存在。
And for those who say that it is, but okay, let's go through the numbers together. Yeah. About make you a steak dinner bet. It's just not there. But it doesn't mean that it can't be looked, you know, at our company, there's just our numbers. We have warranty penetration in the 60%, 65% range. But when we're doing it online, that transaction is more like in the 35% range. And so why? What's happening here? Well, what's happening is is that you have a salesman and or an F9 person that does a great job explaining those losses in the future and explaining how to protect the products that you're buying. You're making an expensive investment in an automobile, 70, 80, $100,000. Let's protect that product. Online selling is not doing a great job of explaining it like a human being's doing. Doesn't mean that we can't. And that's the riddle that we're trying to solve. And we'll solve it. I'm confident that we'll solve it. It's just going to take some time and some trial and error. It's not going to happen overnight and you have to be willing to make the investment in the time in order to get to the other side.
对于那些认为可以的人，好吧，让我们一起看看数据。我跟你打赌真相并非如此。但这并不意味着我们不能关注这个问题。在我们公司，我们的保修覆盖率在60%到65%之间。然而，当我们在线上进行交易时，这个比例更多是在35%左右。那么，为什么会这样呢？这是因为销售人员或者财务顾问能很好地解释未来的损失，并且说明如何保护你购买的产品。你在汽车上投入70万到100美元，这是笔昂贵的投资，我们应该保护它。线上销售不能像人与人交流那样很好地解释这个过程。但这并不意味着我们做不到。这正是我们要解决的难题，我相信我们会解决它。这只是需要一些时间和反复尝试。不会一夜之间发生，你必须愿意投入时间来走到另一边。
The other side is fantastic because you have the ability to provide the consumer what they're asking for. I want to buy a vehicle. I want to do everything online. I want to come in. I want to touch and feel the car. Then I want to get on my phone and hit buy and finish the deal. And by the way, I'll buy I'm going to buy the warranty too. And those things will happen, but it will happen with a collaborative effort. And I think that's what's really important in why Sonic Automotive is sitting at this table is because we want to be a part of that solution. Well, Jeff, we need you back on the show as you solve for that because I think the entire auto body would would love to be able to figure that out. I know that's a huge competitive advantage for Sonic and you and the group and Amazon as well. I mean, truly you think about that. If Amazon can solve for that preserve the dealer relationship and profit center, I can't think of a more powerful, you know, claim. There's nobody else that can really claim to do that. It's just not there.
另一边的优点在于你能够满足消费者的需求。例如，我想买辆车，我想在网上完成一切。我想亲自去看看并体验这辆汽车，之后我想用手机点击购买并完成交易。另外，我还会购买保修。这样的购买体验会实现，不过需要各方的合作。我认为这就是为什么Sonic Automotive会参与这个讨论的原因，因为我们希望成为解决方案的一部分。杰夫，我们希望你能再次回到节目中，探讨如何实现这一点，因为我认为整个汽车行业都会乐于找到这个解决方案。我知道这对Sonic和你们团队以及亚马逊来说是一个巨大的竞争优势。想象一下，如果亚马逊能够解决这个问题，同时维护经销商关系和利润中心，那将是无与伦比的优势。没有其他任何公司能声称做到这一点，市场上根本没有。
And we get I get them. I love the vendors coming in to talk to me about it because I'll spend an hour, you know, dissecting and saying, well, how does this work? We haven't solved that yet. I noticed in the conversation with Amazon that you can't choose your own warranty company. You can't choose your own FNI providers. They are pre set thoughts on that. And you know, is there some room for conversation on that going down the road in the future as a member of the board with Amazon? Well, I'll let Matt answer the second part of that question. But the first part of the question is, yes, I mean, it was an immediate, hey, guys, it's going to work. We've got many examples of companies out there that have their own warranty, have their own products, your own warranty companies, et cetera.
我们理解他们。我喜欢供应商过来和我讨论问题，因为我会花一个小时来分析，问这是如何运作的。我们还没有解决这个问题。我注意到在与亚马逊的对话中，你无法选择自己的保修公司，也不能选择自己的FNI（金融和保险）服务提供商。这些都是预先设置好的。对此你有什么看法？作为亚马逊董事会成员，将来在这个问题上是否有讨论的余地？对于问题的第二部分，我会让马特来回答。不过关于第一个问题的回答是，是的，我的意思是，当下我们就觉得这会奏效。很多公司都有自己的保修服务、自己的产品和保修公司等等的例子。
And you can't take the profit away from the dealer body. Amazon was real quick to say, look, tell me how your instrument works. Show me the profitability of a warranty. And we're going to have a warranty company, but we're going to emulate that profit structure for you in particular for your warranty that you sell on this VIN number. And so, you know, it's hard to argue with that, right? I'm going to, yes, it's going to be a different warranty company, but I'm going to pay you the same money and give you the same structure. Meaning if you have a DOWC, you're going to get the dollars to put into your DOWC to earn your interest and do all the things that you currently do with the warranties that you have. So, you know, there's going to be some sort of meeting in the middle.
你不能剥夺经销商的利润。亚马逊很快表示，你告诉我你的产品如何运作，展示一下保修的盈利情况。我们会成立一家保修公司，但我们会为你特别模仿这样的利润结构，特别是针对你在这个VIN号码上售出的保修。因此，你知道，这很难反驳，对吧？是的，它将是一个不同的保修公司，但我会付给你相同的钱，并给予你相同的结构。也就是说，如果你有一个DOWC账户，你将获得资金注入这个账户以赚取利息，并继续做你现在用这些保修做的所有事情。所以，你知道，这将是某种程度上的折中。
But if Amazon is willing to support the profit structure all the way down to the penny of what we're making in the F&I products, then I think it's worth continuing on down the road of figuring out, okay, how do we make sure that our penetrations and our attachments rates are where they're supposed to be? Believe me, had Amazon said, no, sorry, this is going to be our own warranty company. We're going to take the warranty profit. It had been a short discussion. We would have not played ball there. And I think Matt will tell you, I was very upfront about that from day one.
如果亚马逊愿意支持我们的财务和保险产品的利润结构，甚至精确到每一分钱，那么我认为值得继续探索，看看我们如何确保渗透率和附加率达到理想水平。相信我，如果亚马逊说不行，我们将成立自己的保修公司，保修利润由我们自己获取，那讨论就会非常简短，我们也不会参与合作。我想Matt会告诉你，从第一天起我就对此非常直率。
In what I said this in the beginning, what really impressed me about Amazon was they spent the first call it 90, 120 days. All we talked about was how do you make money? Who'd show me on the front end, buy product line, buy manufacturer? How are you making your, because we can't interrupt your profit stream. We get that. Who knows what might happen if you create a big pool of trading vehicles within the Amazon environment and selling a bunch of cars, what we might be able to do with that. So there are just an infinite amount of ideas and thoughts that I think will come to light as we mature and we grow together as a team. But the important thing right now is building the tool out, working out all the issues, and most important figuring out the attachment rates and how do we get the product, the F&I product sales. We get that solved, the rest of it is going to be gravy and a lot of fun.
在开头的时候，我所说的让我对亚马逊印象深刻的地方是，他们花了前90到120天的时间讨论如何赚钱。他们会在前期按产品线和厂家详细了解我们的盈利方式，因为他们不想打断我们的盈利链。我们理解这一点。如果在亚马逊的环境中创建一个大型交易平台，销售大量汽车，可能会有很大的机会出现。随着我们作为一个团队的成熟和成长，未来会有无数的想法和机会浮现。但现在最重要的是开发这个工具，解决所有的问题，最关键的是搞清楚产品的附加率以及F&I产品的销售方式。一旦这些问题解决了，剩下的就会是锦上添花，而且会非常有趣。
So I'd love to ask a question about the trading because I think you bring up another important profit center and I think the structure is interesting. But Matt, is there an openness in the future for a different. I was going to say, well yes, the short answer to the second part of the question is, you know, we're open to discussing, you know, really anything about the experience. I'm trying to build, as I said, the most customer friendly and dealer friendly experience available and we recognize that dealers have different companies. What we're trying to do is, you know, harmonize the customer experience a little bit so that customers don't have to go and read the fine print of, you know, what's included in every product every time for every car they look at. But you know, if we can find ways to do that, we're open to discussing almost anything.
我想问一个关于交易的问题，因为我觉得你提到的另一个重要的利润中心很有意思，而且其结构也颇具吸引力。不过，Matt，对于未来的变化，你是否持开放态度？我的回答是，是的，对于问题的第二部分，简短的回答就是我们愿意讨论关于体验的任何事情。正如我所说，我们正在努力打造一个对客户和销售商都友好的体验，并且我们意识到不同的销售商有各自的公司。我们试图稍微统一一下客户体验，以便客户不必每次看车时都要去读那些细枝末节的条款。但如果我们能找到做到这一点的方法，我们会愿意讨论几乎所有的可能性。
Okay. Trade ins. How does the trade in work? Trade in when it comes in, right? Which is a big deal in our way. We give that. So we have a trade in partner who gives a value on the trade. ACV. And is that exactly? Exactly. Exactly. So they put a value on the car and then the dealer selling the car, the new car can take the car at that value or choose not to. I think so far, almost 100% of the dealers have chosen to take the cars at the value that's been given. And then, you know, if they don't, it ends up going to our partner to ACV. And then, and you sort of need that to maintain the credibility within Amazon because you don't want to have a situation where a number is put down and the dealer tries to devalue it or something.
好的。关于以旧换新。以旧换新是怎么运作的？以旧换新是在交易完成时进行的，对我们来说这很重要。我们提供这样一个服务。我们有一个以旧换新的合作伙伴，他们会给旧车估价，即ACV（实际现金价值）。这就是怎么做的？是的，确实如此。他们为旧车定价，然后卖新车的经销商可以选择按这个价格接受旧车，或者选择不接受。到目前为止，几乎100%的经销商都选择按给定的价值接受旧车。如果他们不接受，车子就会交给我们的合作伙伴，这就是ACV的处理流程。这样做是为了保持在亚马逊的信誉，因为你不希望出现一个被定价的数值，然后经销商试图贬低它的情况。
Is that kind of the thought process? Exactly. Exactly. I mean, the goal is to get as close to a, you know, precise transaction at the time the customer is making the decision. You know, you don't want to add friction into the process. That's an important point is getting to that penny perfect payment so that when the consumer does show up, the transaction is complete. And really what we're doing is creating a great delivery experience versus having to do anything else.
这是不是你们考虑的思路？没错，正是如此。我的意思是，我们的目标是在顾客做出决定时，实现尽量精确的交易。你不希望在过程中增加任何阻碍。这一点很重要：确保在顾客到达时，交易已经完成到每一分钱都准确无误。实际上，我们所做的就是创造一个出色的交付体验，而不是需要做其他任何事情。
And that's part of the early on discussion that we all had as a group is, let's make sure that when the guests gets to the store, the transaction is done. And then we can rely on the dealership to create a great Amazon experience and a great dealership experience for that, for that guest when they come in. Another key part of the answer to your question of, you know, why do we make a decision to partner with dealerships? In that event, you need someone who can figure it out for the customer. You don't want to take a buyer and turn them back into a shopper, right? You want to help that customer through the entire process.
这段话的大意是：在我们早期的讨论中，作为一个团队，我们达成的共识是，当顾客来到店里时，所有交易都已经完成。然后，我们可以依靠经销商为来店的顾客提供像亚马逊一样的优质体验和优秀的经销商服务。这也是为什么我们选择与经销商合作的一个关键原因。因为在这种情况下，我们需要有人来为顾客解决问题。我们不希望让一个买家重新变成浏览者，而是希望在整个过程中为顾客提供帮助。
They've indicated an interest in buying and if we can't help them online or they don't want to complete the transaction online, we want them to go into the dealership and be able to do that. I mean, the industry doesn't offer a scenario where you can buy a vehicle, Indian and a transaction online. They say they do, but it's baloney. They do not. And so we don't know what the consumer is going to do when you do provide a tool that allows them to do that. That's the fun part is, hey, you know, Amazon didn't know what they were going to do when they were selling barbecue pits or whatever Amazon sells today.
他们表示有意购买，如果我们无法在线帮助他们，或者他们不想在线完成交易，我们希望他们能去实体店进行交易。我的意思是，目前这个行业并没有提供一种可以真正完全在线买车的模式。虽然他们声称可以，但那都是假的，实际上并不能做到。因此，当我们提供一个允许他们这样做的工具时，我们也不确定消费者会如何反应。有趣的是，就像亚马逊当初也不知道他们在销售烧烤炉时，消费者会有怎样的购买行为一样。
You know, on Amazon, it's the, it's the same thing. Offer the customer something that makes it easy for them to buy a vehicle. Let's see what happens. We don't really know the answer to that yet. And I think that number could be, you know, a much higher percentage if we provide them the tool to do it, which we're going to, it's just going to take a little time to get it right. So on a, you are known very well for creating strong customer relationships and a great customer experience industry wide. You are known for that from your experience so far on, on this platform. How have you been able to maintain those strong customer relationships?
你知道吗，就像在亚马逊上，也是一样的道理。给客户提供一种方便他们购买车辆的方式。看看会有什么结果。我们现在还不知道答案。我认为如果我们给他们提供这样的工具，并且我们正在计划这样做，那么这个数字可能会高得多，只是需要一点时间来做到最好。因此，您以在整个行业内创造牢固的客户关系和优秀的客户体验而闻名。从您在这个平台上的经验来看，您是如何保持这些牢固的客户关系的呢？
Because it does sound like that's a focus of Amazon's through this process. It is. And when Matt and I first met, you know, one of the things that I said, it was, look, I know you're very focused on, on consumer behavior and, and having that grace, yes, experience. And I can tell you, we, we wake up every morning at Sonic Automotive and in everything that we do, is it going to help the customer? Is it going to help the transaction?
因为这确实听起来这是亚马逊在这个过程中关注的重点。确实如此。当我和马特第一次见面时，我对他说的一件事情是，我知道你们非常关注消费者行为，并且希望为他们提供优质的体验。我可以告诉你，在Sonic Automotive，我们每天早上醒来都在思考，我们所做的一切是否会帮助到客户，是否有助于交易的顺利进行。
Is it going to help the process? Will it make our guests happier? And if the answer is yes, we do it. If the answer is no, we just simply don't do it. And so far, every ounce of energy that's gone into this from our team, Amazon's team, and all the dealer partners that are on this deal or board and a part of this has been focused on improving the customer experience in, in our stores, the customers have so far that the number of cars that we saw, they've loved it. But it's a small sample size.
这是否会有助于这个过程？这是否会让我们的顾客更满意？如果答案是肯定的，我们就这么做。如果答案是否定的，我们就不会去做。所以到目前为止，无论是我们团队、亚马逊团队还是所有参与这个项目的经销商伙伴所投入的每一分精力，都是专注于提升我们店内的客户体验，从顾客目前的反馈来看，他们非常喜欢这种改进，但这个样本量还比较小。
And we, like I said earlier, have tweaking to do in order to get the F and I penetrations where we need to be. And at the same time, keep the great experience. So that, that's something that we're very, very focused on. And Amazon's methodical, they're very methodical and which I appreciate. We're going about this one step at a time to make sure that what we build is permanent and, and something that is going to definitely increase the, the experience for the consumer. And so we're fortunate to be able to be working together, but the consumer is going to be the winner here when it's all set in dough.
正如我之前所说，我们需要做一些调整，以便达到我们期望的F和I渗透率。同时，我们也要保持良好的体验。所以，我们对此非常重视。亚马逊的方法是循序渐进的，我对此表示赞赏。我们正一步一步地进行，以确保我们建立的东西是永久的，并且一定能够提升消费者的体验。因此，我们很幸运能够合作，而最终，消费者将成为最大的受益者。
So consumer walking through the door deal is basically finalized. You create that excellent experience, which, which you're well known for. What is, if you're comfortable sharing it, what is the conflict like with salespeople or whoever delivers on that experience? It's got to be a different structure there, I would admit. Yeah. So one of the things that we've been blessed with at Sonic's at Echo Park, our sales associates are what we call experienced guides or paid a salary.
所以，当顾客走进门时，交易基本上已经确定了。你创造了那个优质的体验，这是你广为人知的。 如果方便的话，你能分享一下，你们在与销售人员或实现这种体验的人之间的冲突是怎样的吗？我想这其中一定有不同的结构。是的，我们在Sonic的Echo Park站点感到幸运的是，我们的销售人员被称为“体验导向者”，他们是拿固定工资的。
We don't pay, you know, have the traditional compensation plans. And so in this instance, for our teammates that are handling Amazon transactions in the new car dealership, we're paying a salary for that so that we don't create pressure. We don't, our goal here is just let's make an investment in our teammates so that we can create this amazing experience when the consumer comes in the store and our guests are there. And, and that's what we challenge our team to do. And there's not every morning at 4.30, 4.45 in the morning.
我们没有采用传统的薪酬方案。在处理亚马逊交易的新车经销商中，我们为员工提供的是固定工资，以避免给他们带来压力。我们的目标是为员工投资，以便在消费者来到商店时能为他们创造出色的体验。这就是我们对团队的要求。而且，我们并不是每天早上4:30或4:45都这样做。
The very first report I get is our CSI scores from the day before. I was just going to ask about CSI. Yeah. And we study that like clockwork and our CSI across our entire organization is as green as you can see it from the moon, so to speak. And that's very important to us. It's critical to our, to our, in our minds to our success. And in what's great is it's critical in Amazon's minds to their success. So we both, we have this, this one North Star that we're all focused on, which is making sure that the consumer experience is, is fantastic.
我收到的第一个报告是我们前一天的CSI评分。我正打算问关于CSI的情况。是的。我们像钟表一样精确地研究这些数据。在我们整个组织内部，CSI全都是绿色，形象地说，就像从月亮上看过来一样。这对我们来说非常重要。在我们看来，它对我们的成功至关重要。而且很棒的是，它在亚马逊看来对他们的成功也很关键。所以我们都有一个共同的北极星，也就是确保消费者体验非常出色。
And we're able to live up to that and deliver that great experience along with what Amazon has asked us to do in the dealership, which is make sure that there's an Amazon parking spot for consumers, make sure that there's a identified area, you know, for the consumer. So they know where to go when they get to the dealership and everything is identified. And so we've been able to do that and have seen, we have done, had nothing but great experiences for again. So, Jeff, we actually bring up, you bring up a great point.
我们能够做到这一点，并提供出色的体验，同时也完成了亚马逊要求我们在经销店进行的任务，即为消费者确保一个亚马逊专用停车位，确保有一个明确标识的区域，让消费者知道到达经销店后该去哪里，所有的指示都非常清楚。所以我们完成了这些任务，并且再次为消费者带来了出色的体验。所以，杰夫，你提到了一个很好的观点。
I'd love to have Matt talk in just a minute about Amazon's thought about CSI with OEMs and what the CSI results have been. But before that, just to kind of set up that question, will you just walk us through the process in your store, if you're comfortable? Customer comes in, they've gone through, they've said by now, they've gone through the process as far as they can. How does that Amazon process look different in the brick and mortar from your traditional deal?
我希望稍后能请Matt谈谈亚马逊对于与OEM合作的CSI（客户满意度指数）的看法以及CSI的结果。但在此之前，为了引出这个问题，你能否先为我们介绍一下你们店里的流程？如果你方便的话。比如当顾客走进店里，他们已经浏览过并选择购买，尽可能地完成了流程。那么在实体店中，亚马逊的流程与传统交易流程有何不同呢？
You know, what's great in from, from, from Sonic's perspective, it's not that much different because it's what we do every day is an organization. But we do have a teammate that's identified as an Amazon sales associate. They'd have a logo on their shirt along with our, whatever the store's brand's logo is, a parking area. In every state, there is going to be right now, unfortunately still, you know, pen to paper where you're going to have to sign some power of attorney, some document, a title. There's still some ink requirements in. Yeah, there's to read the will need to be done.
从索尼克的角度来看，这其实没什么太大的不同，因为我们每天都在做这样的事情。我们团队中有一名成员被认定为亚马逊销售助理，他们的衣服上有亚马逊的标志，和我们店铺品牌的标志。现在，在每个州仍然需要一些传统的纸质工作，例如签署授权书或其他一些文件、产权证明等。这些文件依然需要手写签名，还有一些阅读审核需要完成。
And then if they want us to take them through the vehicle and do the delivery, great. If they don't, this is their fifth one and they just want to get in their car and we can move, set their radio stations for them, get their seats set, right? Do all those things. We'll do all that and then, and then get them on their way. That's one thing about the consumer that we find out that buys online. They want to come in and pick their vehicle up and get the heck out and not spend, you know, two hours running around the dealership. Certainly happy to have them there.
如果他们希望我们带他们参观车辆并进行交付，那很好。如果他们不需要，因为这是他们的第五辆车，他们只想直接进车，我们也可以给他们设置好电台频率、调整座椅等，做好所有这些事情后，让他们赶紧上路。我们了解到网上购车的消费者的一个特点是：他们希望快速来取车并马上离开，不愿意花两个小时在经销商那儿耗着。当然，我们很高兴他们能来。
But we live up to what those expectations are for the, for the consumer. And Amazon challenge us on that right away. And our challenge was go visit our stores and watch our process and tell us what you think. And here's my CSI scores. And one of the things that Matt and them did early on was if you're not going to have great customer satisfaction scores, you're just not going to be in Amazon. Part of you, right? You just, you can't, you can't play ball. You've got to have great customer satisfaction scores. And that was very important to us as we got started.
但我们要满足这些对消费者的期望。而亚马逊立即对此向我们发起了挑战。我们的挑战是请他们参观我们的商店，观察我们的流程，并告诉我们他们的看法。还有，我的客户满意度评分也在这里。Matt 他们在早期就采取了一个措施：如果你没有很高的客户满意度评分，就无法在亚马逊平台上合作。简而言之，你无法参与其中。你必须保持高水平的客户满意度评分。这对我们起步时来说非常重要。
What's your thoughts about CSI, Matt? And those, I mean, as Jeff said, it's super important. I'm very encouraged by the first month of operation and over hundreds of customer reviews are NPS score. That's above where we were targeting or expecting to be in the early days. Along with that, to Jeff's point, we're seeing almost all five star seller ratings. So the experience in the dealership for customers is great. And a number of customers said they feel like a VIP when they show up, you know, as Jeff said, like the dealers expecting them, the car is ready to go.
你对CSI怎么看，Matt？正如Jeff所说，这非常重要。我对运营的第一个月感到非常振奋，我们的客户评价数量已超过数百，NPS评分达到了我们早期设定的目标，甚至超出了预期。此外，如Jeff所提到的，我们几乎所有的卖家评分都是五星级的。因此，客户在经销商处的体验非常好。一些客户表示，他们到店时感受到像VIP一样的待遇，正如Jeff所说的那样，感觉经销商已经做好准备，汽车也已准备就绪。
It's clean. It's out front. I'm not trying to brand the dealership. As Jeff talked about the spot or the sign, we just want to make sure that the customer knows where to go when they arrive because presumably they may have placed the order without having been in the dealership. And so that's really encouraging. I think we, at the end of the day, what we all want is a better customer experience. Yeah.
翻译如下：
环境整洁，位置显眼。我们并不是在试图打造经销商的品牌。正如杰夫所提到的停车位或标志，我们只是想确保顾客到达时知道该去哪里，因为他们可能是在没有到过经销商处的情况下下了订单。这是非常值得鼓励的。我认为归根结底，我们都希望能为顾客提供更好的体验。是的。
So one area that I think is on a lot of people's minds, we've already talked finance. The second is I think about that delivery would be attachment to the service department, right? So the cops revenue over time is so important and the relationship is so important. So Jeff, how during that delivery experience, if it ends up being kind of what the customer wants, like, is there an introduction to service? Is there a, you know, what, what is sonic doing to increase that attachment rate into service?
我认为有一个问题是很多人关心的，我们已经谈过金融了。第二个问题是关于交付，我认为交付会与售后服务部门紧密相关，对吧？因此，随着时间的推移，售后服务的收入非常重要，与客户的关系也非常重要。那么，杰夫，在交付体验中，如果这正好符合客户的期望，比如是否会有对服务的介绍？声波是否在采取措施来提高与服务的紧密关联度呢？
Yeah, 100%. Our team may still get paid if they don't make that introduction. So that's a 100% and it's something that the consumer wants, right? We always make an introduction on our product or service department. If it's after hours, we still introduce, we show where the service department is, where the service drive is. We have pictures of our service writers that are in the dealership and there is an intro. And we also set that first appointment, which is critical. We, we, we want to try to get the customer to come back in 90 days. We explain, look, you may have questions. There might be anything that might be going on with your vehicle. We want to give it just a quick once over. There's no charge to you, but, but that is something that is a part of our process. It's always been a part of our process and it's a part of this process as well. Yeah. Matt, you support that at the Amazon side, right? There's not an issue. Fully support it.
当然，百分之百可以。即使我们的团队没有完成介绍，他们仍可能会获得报酬。所以这是百分之百确认的，而且这也是消费者想要的，对吧? 我们总是为我们的产品或服务部门进行介绍。如果是在非工作时间，我们仍然会介绍，展示服务部门的位置和服务车道的位置。我们有经销店服务顾问的照片，并进行简介。我们还设定了首次预约，这一点非常重要。我们希望尽量让客户在90天后回来。我们会解释，可能你有问题，或者车辆可能出现一些情况。我们想要对车辆进行快速检查。这对你没有费用，但这是我们的流程的一部分，它始终是我们的流程的一部分，也包括在这个过程中。是的，马特，你在亚马逊那边也支持这个，对吧？没问题，全力支持。
Yeah, exactly. I mean, that's part of the objective partnering with dealers is that we recognize this product has to be supported and that we want to create a great customer experience and, and, and, you know, that means, you know, ideally, and, you know, customers prefer dealerships that are close to them for that reason. Yeah. Yeah. So I would imagine thinking of CSI and then the Amazon ratings, you probably haven't seen this yet because you're getting volunteering dealers that are very participatory and probably facilitating a great experience. There's going to be a bar where Amazon, if a dealer doesn't provide that great experience, we'll say, Hey, we're done with you on the program. What does, what does that bar look like? Maybe Jeff, you've been involved in creating that bar as part of the board.
是的，完全正确。我是说，我们与经销商合作的目标之一是因为我们认识到这个产品需要支持，我们也想创造一个出色的客户体验。理想情况下，客户会更倾向选择离他们更近的经销商。因此，我想，如果你考虑客户满意度指数（CSI）和亚马逊的评分，你可能还没有注意到这个，因为目前我们有积极参与并提供卓越体验的志愿经销商。不过，如果某个经销商无法提供良好的体验，亚马逊可能会终止与他们的合作计划。那么，这个标准是什么样的呢？也许杰夫，你作为董事会的一部分，参与制定了这个标准。
We want to uphold a great customer experience across every transaction. You know, my experience working with dealers is that the majority want to provide a great customer experience and do, but, you know, some don't. And just like, you know, some restaurants aren't, aren't good. And so we will, we will track that religiously and, and take action if needed. Makes sense. So Jeff, the biggest surprise for you since partnering with Amazon autos, we began building trust and working together. And we've had some very robust meetings and, and great conversations. I think that, you know, how willing Amazon has been to sort of break the mold and maybe the mystique that people might businesses may think of Amazon has been a great welcoming surprise for, for all of us.
我们希望在每一次交易中都提供极佳的客户体验。我和经销商合作的经验告诉我，大多数经销商都想并且确实提供了很好的客户体验，但也有少部分不是。就像有的餐馆也不是很好一样。因此，我们会认真跟踪这些情况，并在必要时采取行动。这样说得通吧。Jeff，自从与亚马逊汽车合作以来，让你最感意外的是，我们开始建立信任并进行合作时，进行了非常深入的会议和精彩的对话。我觉得，亚马逊打破常规以及可能存在的神秘感的意愿对我们所有人来说是一个非常令人愉快的惊喜。
We don't get to be the size that Amazon is without having great experiences and relationships with your business partners. And, and so far that is 100% come true. And then our team, there's a lot of energy at Sonic around Amazon and a lot of energy around the idea of developing a digital retail solution with Amazon that is going to allow the consumer to buy from end to end and everything in the middle. And what can we learn from that and how can we use that to improve our own technologies and businesses as we move forward. And selfishly, we're going to learn from that and we're going to build from it and we intend to help the industry, you know, correct us.
我们不可能在没有良好合作体验和关系的情况下发展到像亚马逊这么大的规模。而到目前为止，这一点已经完全实现了。我们的团队对与亚马逊合作开发一个全面的数字零售解决方案充满了热情，这种解决方案将使消费者能够体验从头到尾的一站式购物。在这个过程中，我们可以学习什么，并如何利用这些知识改进我们自己的技术和业务。这过程中我们将自己学习成长，同时我们也计划通过自身发展来帮助行业不断完善。
It wouldn't bother me at all if we just had one darn tool. I mean, we have a CDK or we have a Reynolds and Reynolds, if we didn't have one darn tool that, you know, worked for everybody that, that allowed for a digital retail experience to be online and then leave it up to the dealer, you know, to provide the great customer experience that they need to provide. I mean, Jeff, that would be insane. That would mean we wouldn't have 10 different logins. Like, what would we do in the world if we didn't have 10 different logins, 10 different data centers, 10 different platforms. And your logins not long enough. It needs to be a four character.
如果我们只有一个工具，我完全不介意。我的意思是，不管是CDK还是Reynolds and Reynolds，如果没有一个能够适用于所有人并支持在线数字零售体验的工具，然后让经销商来提供他们需要的优质客户服务，那就太疯狂了。就像Jeff，那样我们就不用再有10个不同的登录账户。想想看，如果我们没有10个不同的登录账户，10个不同的数据中心，10个不同的平台，我们会怎样呢。而且你的登录密码还不够长，需要至少四个字符。
So when you think ahead, Matt, there's price enhancements or new features that we could expect from Amazon autos. What are some of the new things you're working on out there? Yeah. I mean, you can expect that, you know, we'll want to continue to expand selection, selection for customers, which means, you know, more brands, more financing options, but also for dealers. I mean, to the earlier questions, you know, we know that what we have, you know, the initial experience today, you know, only Hyundai capital, for example, for financing, we need to expand that. And that's both good for customers and good for dealers.
当你展望未来时，Matt，对于亚马逊汽车我们可以期待有哪些价格提升或新功能？你们正在致力于哪些新项目？是的。我是说，你可以期待我们会继续扩大选择范围，为客户提供更多选项，这意味着更多的品牌和融资选项，同时也适用于经销商。正如之前提到的，我们知道目前的初步体验，比如在融资方面仅限于现代资本，我们需要对此进行扩展，这对客户和经销商都是有利的。
We'll be introducing leasing, another very important element for brands and particularly EVs and car buyers. So, you know, I think you can expect that the enhancements, like they're all aimed at just making it a more comprehensive and convenient car buying experience and then a better experience for dealers selling an Amazon. What's causing? It's the biggest friction point at this point. I mean, it's exactly to your questions, right? It's F&I, it's trade in, it's, you know, improving those experiences.
我们将引入租赁，这是对品牌，特别是电动汽车和购车者来说非常重要的一个元素。你可以期待，这些改进都是为了让购车体验更加全面和便捷，同时让经销商在亚马逊上销售时获得更好的体验。目前最大的阻力是什么呢？正如你所问的问题，是融资与保险（F&I）、二手车置换等方面，我们正在努力改进这些体验。
But the thing that's important is that we know ahead of time, as I said earlier, hey, it's not going to be 60% penetration on day one. It's just not. We've got to go figure this out, but there's a lot of smart people in the room. Let's go figure it out. You know, one other big surprise, Sam, that I just thought about was, wow, why did you decide to do new versus preowned? Because pre-owned would be so much easier to do, right? It would be a whole lot easier. But tackling, if you can do new, you can do preowned real easy. So I think, you know, Matt would tell you that preowned would be another product down the road that, you know, that we'll get into and be able to offer to the consumer, which would be great. Something, and from a volume perspective, three times the size of the new car volume.
我之前提到过，重要的是我们要提前知道，不可能在第一天就达到60%的普及率。这一点是很明确的。我们需要找出解决方案，不过这里有很多聪明的人，一起努力就一定能搞定。还有一个让我惊讶的问题是，为什么选择做新车而不是二手车？二手车会简单得多，对吧？确实会简单许多。但是，如果我们能做好新车，做二手车就轻而易举了。我想，Matt会告诉你，二手车将会是我们在未来推出的另一项产品，我们也会提供给消费者，这将是一个不错的选择。而且，从量的角度来看，二手车的市场规模是新车的三倍。
You know, can I just say this about both Jeff, you at Sonic and then now to Amazon? I think it's cool as heck that you're sitting on this podcast talking to us about this project and you're willing to talk about the great parts about it, but you're also willing to talk about the areas where it's a challenge and you're trying to work through it and innovate through it. Like honestly, Jeff, you said at the very beginning, dealers are great at smelling out BS, right? And I think it would be a huge mistake to come into a place like this. Many OEMs would tell you they've tried the same thing.
你知道吗，我能不能针对你在Sonic和现在亚马逊的经历说几句？我觉得你在这个播客上和我们分享这个项目真的非常酷。你不仅愿意谈论这个项目的优点，还愿意讨论面临的挑战，以及你是如何努力解决这些问题并进行创新的。坦白说，Jeff，你在最开始就说过，销售人员特别擅长识别那些不真实的信息，对吧？我认为，如果在这样的场合不坦诚，那将是一个巨大的错误。许多原始设备制造商（OEM）也告诉你他们试过同样的事情。
And, you know, a lot of them would try to shut down the conversation. I love that we're having this conversation. We're saying we're trying to work to solve better for these things, for the dealer to strengthen the customer relationship. I think it's a ton of confidence that you're here, that we're having this conversation, Jeff. Do you agree? A thousand percent. Look, I've been at this for 30 years and I've learned from, you know, some of the best dealers in the country and you don't, you just can't bullshit an autoretant dealer. You're just not going to and tell them the damn truth, but tell them where you're at in the progress that you're making and they'll be right behind you helping you try to figure it out.
你知道，很多人会试图结束对话。但我很高兴我们正在进行这样的对话。我们说我们在努力解决这些问题，目的是为了帮经销商加强与客户的关系。我认为我们能在这里进行这样的对话，这给予我极大的信心。杰夫，你同意吗？百分之一千同意。你看，我在这个行业已经干了30年，从一些全国最优秀的经销商那里学到了很多经验。你不能对老练的经销商耍花招，一定要实话实说，告诉他们你目前的进展情况，他们会在背后支持你，帮你一同找出解决方案。
And I said this, you run a car dealer, you run a car dealer, you run anything. And this is an incredibly important time in our industry, you know, EV aside, creating the environment online with the right AI and the right technology is going to make a big difference. And I'm looking forward to, you know, getting across that goal line with Matt and his whole team. We're going to, and all the other dealers are involved here because there are a lot of really smart dealers that are participating.
我说过，如果你经营一家汽车经销商，或者经营任何行业，现在是一个非常重要的时刻。不仅仅是电动车的问题，建立一个拥有合适人工智能和技术的在线环境将产生巨大影响。我期待着和马特以及他的整个团队一起达成目标。这里还有很多其他参与的新经销商，因为有很多聪明的经销商都在参与。
And a lot of dealers that are sitting on the sidelines that I have a ton of respect for that are watching. And I want to say, listen to this podcast to say, well, shit, you know, he's not bullshit unless he's telling us, you know, where he's at and what's going on. And we've got our ways to go, but we're making progress and we're going to, we won't stop until we're finished. So, so what would you say, Jeff, to those dealers that are sitting on the sidelines hesitant to jump in? Love to ask you that question.
很多我非常尊敬的经销商目前都在观望。我想对他们说，听这个播客吧，因为他说的都是真话，绝不是随便说说。他会告诉我们他的现状以及正在发生的事情。我们还有很多路要走，但是我们正在取得进展，并且绝不会半途而废。那么，杰夫，你会对那些持观望态度、犹豫不决的经销商说些什么呢？我很想问这个问题。
Then Matt, how do people find out about more than is there a, is there a particular type of dealer other than a new car dealer that you're looking, you know, is there a particular dealer profile? So Jeff first on the, I mean, look, keep watching and keep listening and keep calling. I get phone calls every day on it, whether it's from a dealer or a manufacturer, a partner, I've got one next week that wants to dig in a little more and understand what that's going on or come, come join. I've talked to a bunch of people and it's come get on this board with us and let's learn together.
那么，Matt，人们如何了解更多信息呢？是否有特定类型的经销商，除了新车经销商之外，你在寻找某种特定的经销商类型吗？首先是Jeff的看法，我的意思是，继续观看、继续倾听、继续打电话。我每天都会接到关于这个问题的电话，无论是来自经销商、制造商还是合作伙伴。我下周还有一个人想深入了解并理解发生了什么事，或者要加入。我已经和很多人谈过了，他们都表示要加入这个团队，与我们一起学习。
And, and, and look, you don't have to be a genius. You've got a willing partner in, in Amazon. That's not hard to do. They've got all, they've got a lot of data. They're very smart people, good people. And, you know, if we just take our time and we do this right, I think that, you know, going to have a lot of participants that are, that raise their hand and I don't begrudge or hold anything against any of them.
而且，而且，你看，你不需要是天才。你在亚马逊有一个愿意合作的伙伴。这并不难做到。他们拥有很多数据，都是非常聪明和优秀的人。而且，知道吗，如果我们慢慢来，认真做这件事，我相信，会有很多人愿意参与，我也不会责怪或反对他们中的任何一个。
Percent on the sidelines or any of them saying that bull, bullshit. I don't want to be a part of that. They're going to take our, they're going to take our profit. I get it. I get it 100%. Yeah. I'm just of the mindset that I'd rather have a seat at the table and try to figure this out and solve it than not. And so we're putting our resources, time, energy and making that happen. You have a voice and a place at the table in the evolution of this. And obviously they're listening, Amazon is, as you go down the road.
站在旁边的人或者那些说胡扯的人，我不想参与其中。他们会拿走我们的利润，我完全理解这一点。但是，我更倾向于参与其中，寻找解决方案。我们正在投入资源、时间和精力来实现这一点。你在这场变革中拥有发言权和一席之地，而且显然像亚马逊这样的公司也在倾听你的意见。
So Matt, who are you looking for dealer-wise? Who can sign up and be part of the program? Well, I would first just like to say, I love working with car dealers. I find them to be some of the most entrepreneurial people in the country. And it's really fun, you know, work with people like Jeff and, you know, others who we've been working closely with. Because, you know, they're action-oriented, as Jeff said, like, let's solve the problem. Okay. Here are the problems.
好的，马特，你在寻找什么样的经销商加入这个项目？谁可以报名成为其中的一员？嗯，我首先想说，我非常喜欢和汽车经销商合作。我发现他们是全国最具创业精神的人之一。与像杰夫这样的人，以及其他我们密切合作过的人一起工作非常有趣。因为他们很有行动力，就像杰夫说的那样，让我们解决问题。好的，这些是问题所在。
When we had our first dealer counsel, we said, here are the challenges that we see, right? We want this customer experience. We understand you need this profitability. How do we do this? So the dealers we want are dealers who are willing to innovate and experiment. And we're not going to get everything right. We're going to try and we're going to make some mistakes. But if we make mistakes and we can then correct, we'll do that. So be it. Yeah.
当我们召开第一次经销商会议时，我们说，这些是我们预见到的挑战，对吧？我们希望为顾客提供良好的体验，同时我们也理解你们对盈利的需求。那我们该怎么做呢？因此，我们选择的经销商是那些愿意创新和尝试的。而且我们不会事事都做得完美，我们会去尝试，可能会犯一些错误。但如果我们犯了错，我们会去纠正，这就是我们的态度。
All right. Well, so to both of you as we wrap up, what are you most excited about regarding the future collaboration between dealerships in Amazon and how do you see this partnership evolving over the next few years? I mean, obviously it's in its infancy here in the first month. I want to board, by the way. I want to join Jeff on the board. Come on. We would love to have you, Sam. Hook me up. Hook me up. All right. To have a voice as a dealer. That's a pretty cool deal. So, but how do you see this evolving here, Matt? I mean, as I mentioned earlier, we want to continue to improve the customer experience. So there are certain elements, you know, additional selection.
好的。那么在我们结束之前，我想问问两位，对于未来的合作，您对经销商和亚马逊之间的合作有什么最期待的呢？以及您认为这个合作关系在未来几年会如何发展？目前显然它还处于起步阶段——仅仅是第一个月。顺便说一下，我想加入董事会。我想和杰夫一起加入董事会。来吧。我们很乐意有你加入，山姆。帮我一把。帮我一把。能够以一个经销商的身份发表意见，这真是个不错的机会。那么，马特，你怎么看待这种合作关系的发展呢？正如我之前提到的，我们希望继续改善客户体验，这包括提供更多的选择。
Jeff mentioned pre-owned vehicles, additional lending options, and, you know, continuing to make it a more efficient process for the dealers who are participating. And then, yeah, I think, as I said, since dealers are so entrepreneurial, we keep getting ideas. Oh, yeah, we could do this. You know, let's work together on that. So I think there are other elements of the customer journey, you know, to drive more customer retention for, you know, what's the statistic most customers after warranty? They leave the franchise system, right?
杰夫提到了二手车辆、额外的贷款选项，以及继续使参与的经销商过程更高效。然后，我认为，就像我说的，由于经销商非常具有创业精神，我们不断获得新点子。哦，对，我们可以这么做，一起合作吧。所以我认为在客户旅程中还有其他元素，可以提高客户留存率。你知道，大多数客户在保修期之后就离开了特许经营系统，对吧？
How can we, if they have a great experience on the front end and through the service, then I think they're more likely to stay. So helping with that customer loyalty, I think these are areas where Amazon's quite good. And then, you know, Jeff said to me in our first meeting, he said, you know, 50% of my advertising is working. I just don't know which 50%. He said that jokingly, I'm sure. But, you know, I think we can help there too. That's awesome. Jeff, any other comments you'd like to add to what Matt said? I mean, I agree with everything you said. We're, you know, on the exact same page.
如果客户在前端和服务过程中有很好的体验，我觉得他们更有可能持续使用我们的服务。因此，帮助提升客户忠诚度，这些都是亚马逊很擅长的领域。在我们的第一次会议中，杰夫和我开玩笑地说过：“我的广告有50%的效果很好，但我不知道是哪50%。”我相信我们在这方面也能有所帮助。这很棒。杰夫，有什么想要补充的吗？我完全同意你所说的，我们对这些问题的看法完全一致。
I do think that there's, you know, a huge opportunity for Amazon to buy the brand to buy vehicles off the street and to sort of create, you know, you talk Sam about your, you know, ACV and your country, the marketplace. Yep. Internal. I think that there's, you know, great opportunities there for us to, as an Amazon dealer to participate in something like that and to be able to supply inventory that way, you get them at better margins and quicker turn and all kinds of, all kinds of great opportunities there.
我确实认为，亚马逊有一个巨大的机会，可以购买这个品牌，购买路上的车辆，形成一种，你知道的，正如你提到的ACV和你所在国家的市场，当然是内部的。我认为作为亚马逊的经销商，我们有很好的机会参与其中，通过这种方式供应库存，这样不仅可以获得更好的利润率，还能更快周转，存在各种各样的好机会。
But most important is the collaboration is going to lead to a great guest experience in a tool that allows the consumer to transact online. And we don't have it. We've said it a lot clean. They do. Let's sit down and talk about that, you know, at some point in time. But I look forward to look, there's a lot of hard work left to do, a lot of hours, but we're going to get there and I look forward to the results that come from that.
最重要的是，这次合作将带来出色的客户体验，因为它提供了一个让消费者能够在线交易的工具。而我们目前还没有这样的工具。我们已经多次明确表示，他们确实有。我们应该找个时间一起讨论一下。不过，我期待看到这其中的辛勤工作会带来的成果，还有许多工作要做，需要投入大量时间，但我们一定会实现目标，我也期待看到这些努力带来的结果。
Because at the end of the day, the North Star is, you know, let's make sure that we have the best guest experience and whether it's inside our industry or any other industry, I want consumers coming to our stores and saying, my God, that was fantastic. I wish they had sold other things. And Amazon can help us do that. And we're going to work hard with them to make that country. I have one last question and I'm not trying to reopen, but it just, it came into me and I think every dealer listening will think this based on what you just said, Jeff, about the buying used car marketplace or whatnot.
因为归根结底，我们的北极星就是确保客人的体验是最好的。无论是在我们这个行业还是其他行业，我都希望消费者来到我们的店里后能说：“哇，太棒了！真希望他们能卖其它东西。”亚马逊可以帮助我们实现这一点，我们会努力与他们合作。最后我有一个问题，不是想重提旧事，但这个问题突然出现在我脑海中，我想每一个正在收听的经销商都会想到这一点，尤其是基于你刚才说的关于二手车市场的事情，杰夫。
Who owns the data? So you sell that car. Who owns the data for that question? I didn't wait for that question. Okay. Everybody asks that question. I will get hate mail if I don't ask that. It's such an amazing question because it comes up everywhere and everybody's like this, you know, this is my data. And I think it's incredibly important that, you know, we all protect our data. That's obviously important, but at the same time we use the data to make the guest experience better.
谁拥数据的所有权？那么你卖掉那辆车。谁拥有关于这个问题的数据？我没有等这个问题的出现。好吧，每个人都会问这个问题。如果我不问这个，我会收到很多不满的信息。这真是个重要的问题，因为它无处不在，每个人都觉得这是“我的数据”。而且我认为保护我们的数据至关重要，这显然很重要，但与此同时，我们也利用数据来改善客户体验。
So maybe we're thinking about in the auto industry, sometimes data in an old way. Like maybe the question is, is who can best utilize that data to deliver the best customer experience and better connect us to that customer? And to your point, Amazon's got a ton of data like they don't do a lot of things in the old way. Yeah. Yeah. Just because we've done it that way doesn't mean it's the best. 100% agree. Matt, how are you thinking about that?
也许我们在汽车行业有时以旧的方式思考数据。问题可能是，谁能最好地利用这些数据来提供最佳的客户体验，更好地与客户连接？正如你所说，亚马逊拥有大量数据，并且他们很多事不按老方法来。没错。仅仅因为我们之前那样做，不意味着这是最好的选择。我完全同意。马特，你对此有什么看法？
So the customer starts on Amazon. They're an Amazon customer. They have to log in to start the transaction. So they're all, they are already logged in. But then once they submit the credit application or if it's a cash deal, if they, you know, they submit payment, it becomes then the dealer's customer as well. Okay. Okay. Very good. And your intent with the data you've collected is to again help us deliver our best to the customer, whether with insights or whatever, with whatever.
所以顾客首先在亚马逊上开始。他们是亚马逊的顾客，必须登录才能开始交易。所以他们都已经登录了。但是一旦他们提交信用申请，或者如果是现金交易，他们提交了付款，那么顾客也成为了经销商的顾客。好的，好的，非常好。您收集数据的目的是为了再次帮助我们为顾客提供最佳服务，无论是通过洞察力还是其他任何方式。
The important thing here is can we use data to improve the guest experience? Yeah. I mean, how do we do that? And to make things more efficient, more effective. And we know we can do that. Why not combine forces and figure that out together and what that's exactly what we're doing. Yeah. Well, Jeff and Matt, hugely grateful for your time today. This is a fascinating project, something that will truly transform the face of the auto industry. And again, to Jeff at Sonic Automotive's point, the way we deliver our very best experience to every single customer. Super grateful you're here. Thanks for being on the Cardio Ship Guy podcast. Thank you. Thank you so much for having us.
这里重要的是我们能否利用数据来改善客户体验？当然可以。我是说，我们该如何去做呢？我们可以让事情更加高效和有效。而我们知道这是可行的。为什么不结合力量一起解决这个问题呢？这正是我们正在做的事情。是的，非常感谢杰夫和马特今天抽出时间。这是一个引人入胜的项目，将真正改变汽车行业的面貌。同时，再次感谢索尼克汽车的杰夫，帮助我们向每一位客户提供最佳体验。非常感激你们能来，谢谢你们参加"汽车销售员"播客节目。谢谢。非常感谢你们邀请我们。