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 Daniel
Jobe, Capitol Cadillac/Hummer, Greenbelt, Md., is featured on the cover of
this month’s NADA AutoExec Magazine and in its feature article Streetwise,
How dealers are getting hip to urban marketing. Jobe, who serves on the
WANADA Board of Directors, “customizes a slew of Hummers and Caddys,”
reports AutoExec. “For the Hummers, he pre-mounts wheels/tires and sells
‘some chrome, some electronics, sunroofs.’ Hummers also get certain off-road
gear, such as brush guards. Caddy add-ons include DVD players, navigation
systems, and satellite radio. His accessory buyers are more likely to be
young, male, and African American,” said AutoExec.
But rather than have salespeople pitch accessories,
the store has a display rack of 20 different wheels (most from Cadillac
partner Vogue Tyre and Rubber Co.). And Jobe’s best marketing tool is the
tricked-out models in the showroom. “You’re not going to sell it unless it’s
on display,” Jobe told AutoExec.
For all that, we think Daniel deserves the cover of
the WANADA Bulletin as well.
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