Houston Car Dealer Defies Market Trends

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Despite overall economic trends, particularly those in the automotive industry, a Houston car dealership, Russell & Smith, has managed to remain profitable. They've trimmed their marketing fat and are targeting buyers directly.

The Russell & Smith dealer group, located in Houston Texas, has been defying automotive market trends with consistently strong sales figures. Despite what has been characterized by an overall "lull" in the market overall, they have been seeing consistently strong sales numbers from month to month for the past year and beyond. Russell & Smith has struck what can only be described as a delicate balance to give them this place. To effectively sell their used cars Houston-based dealers, and any dealer for that matter, has a lot to keep in the air, and the same goes for new cars.

News among car industry has been characterized by restrained excitement and galled forecasts. Figures consistently show grow, but well below prior estimates. The department of labor reported a growth of of 54,000 in the American job market for May, well below what analysts expected at around 165,000. What's more, auto sales as a whole missed their expected mark of 13.1 million cars by 1.3 million, hitting just around 11.8 million in April.

As for consumer and investor confidence, stocks are far from rallying. GM had seen drops close to 15% in price since their IPO, and Ford Motors has been down by a nearly identical margin.

A slowed pace for part suppliers means of course reduced manufacturing pace overall, and a reduced national stock to meet the reduced demand. Such is not so for Russell & Smith's dealerships. Their Ford, Mazda, and Honda stores are seeing strong sales numbers that fly in the face of the overall dwindling trends for the automotive industry. As their flagship, their Honda store is pushing more used Honda in Houston than any other dealer.

The balance they've managed to strike lies mostly in the targeted deployment of key marketing strategies, weighed against current trends and put against past expenditures on sales, which they've managed to cut considerably, greatly helping their bottom-line and allowing them to expend their marketing budget in the most effective way possible. They target internet search terms and location-based services to ensure that when they're looking for a used Honda Houston buyers come to their door.

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Evan Walker

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