Griffith Ford of San Marcos is on pace to have a record year for volume, as total sales have increased by 40% year over year in 2024.
As new inventory started to return to dealership lots, Steve Loya, General Manager at Griffith Ford of San Marcos had the right people, processes, and partners in place to consistently scale sales at his dealership.
As a result, sales have trended higher for the last 15 months and Steve has NO signs of slowing down. So how did Griffith Ford of San Marcos accomplish a 40% increase in sales YoY?
Back in late 2023, Steve Loya heard about Fountain Forward in a 20-group meeting.
Intrigued, he decided to reach out.
His goal was to consistently average 165 total units per month. The store had hit this number before, but sales volume was inconsistent.
Steve, with over seven years of experience at Griffith Ford of San Marcos, had deep insight into the dealership’s strengths and struggles. What wasn’t clear was why the store wasn’t hitting its targets. Was it market saturation? Inventory shortages? Traffic inconsistencies?
Located on a competitive stretch between Austin and New Braunfels, Griffith Ford had to work harder to pull customers away from nearby dealerships. It wasn’t just about showing up; it was about standing out.
Upon the completion of our analysis, Fountain Forward presented the Automotive Accelerator to Steve Loya and combined vision with execution.
Fountain Forward implemented a new, aggressive, Media Mix Model for Griffith Ford of San Marcos. At the same time, Steve committed to an aggressive pricing and merchandising strategy and massive discounts.
Prices for used vehicles are adjusted every 24 to 48 hours. Massive discounts allowed Griffith Ford to stand out from near-by stores.
Average Americans have lost significant purchasing power in recent years as MSRPs moved higher, interest rates moved higher, and inflation was all hitting consumers simultaneously.
As a result, we’ve seen consumer behavior change. In today’s market, 60% of in-market consumers care most about Price.
Pricing became Griffith Ford’s secret weapon in drawing traffic from other dealerships.
Griffith Ford’s pricing strategy kept the store competitive and top-of-mind for value-conscious shoppers.
Fountain Forward’s Automotive Accelerator distributed that aggressively priced inventory and offers. As a result, website lead volume jumped by 37.8% growth YOY and the dealership is selling an additional 41 vehicles through the website!
What Set Griffith Ford Apart
Unlike larger dealerships with sprawling budgets, Griffith Ford’s team focused on optimization and smart spending. They knew they couldn’t compete on sheer scale, so they leaned into tactics that amplified their unique strengths:
This wasn’t about playing it safe; it was about doubling down on bold, customer-centric moves.
- Data-Driven Adjustments: By constantly refining inventory and pricing processes, they ensured no opportunity was left on the table and kept their inventory mix healthy.
- Customer-Centric Offers: Discounts weren’t just about undercutting competitors—they were about creating undeniable value and standing out in the marketplace.
- Digital Leadership: Partnering with Fountain Forward’s Automotive Accelerator – The store turned its website into a lead powerhouse – and have scaled car sales through its website.
This wasn’t about chasing trends; it was about creating a system that worked consistently and effectively, month after month.
The numbers tell the story better than words ever could
- Overall Sales Growth:
Sales surged 40% year-over-year, from 1,145 units in 2023 to 1,612 units in 2024 (through October). - Used Vehicle Sales:
A 50% increase, jumping from 688 in 2023 to 1,036 in 2024. - CORE Leads:
Website-driven leads rose 37.8%, reflecting the effectiveness of the digital-first approach. - CORE Sold Leads:
The most impressive figure—a 92.69% increase in sales attributed to CORE leads, proving the value of prioritizing website-driven traffic over third-party sources.
