Many of us think that there are way too many dealerships, with a bit too large collection of cars in their inventories. The question is how to persuade American buyers to change their buying habits and finally say yes to built to order cars. No matter how and what, you can't have everything at the same time and if people start approving the new idea, dealers and important brands will have to loose from it. There will always be buyers who don't want to wait and will take what's offered.
There are many cases when the buyer has the chance to get a special car, with all the features he wants but overnight. Here comes their answer” I want my car now”! Yes, it really could save dealers a lot of money and give customers a large choice for their customers, but the problem is they want what they want, and you must offer it at the moment they're asking for it. Don't put them in a situation where they have to wait, because they'll simply leave for another dealership.
Why the biggest part of Europeans prefer build to order cars, and Americans just can't accept this idea? Why Europeans are ready to wait for the car of their dream for weeks and our customers can't? That's a great question and we've got the answer. Americans think cars must be bought like meals, you go visit a food restaurant and eat, but of course you eat what you like and not what is offered. The dilemma comes here, because what if the restaurant doesn't have the food you want in its menu? The same happens with cars, what if the dealership doesn't have something special for you, something that will define you, will you go for what's offered?
Built-to-order isn't going to work for U.S., maybe after 20-30 years, when the attitude will change, but surely not now. Those who think they're able to change Americans habits, will need a lot of luck, but never forget that auto retailing is successful in America because they offer what buyers want, and they do It at the right moment. Maybe millions of $ could have been saved, but it's not gonna happen and millions of sales would be lost.
