The Impact of Aligning The Right Inventory With The Right Market with Susanna Cunningham

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Susanna Cunningham’s automotive journey is all about harmonizing passion with precision.

In this episode of Auto Collabs, Susanna Cunningham, the Regional Group Manager at automotiveMastermind, shares her fascinating journey from missing choir practice to becoming a data-driven force in the automotive industry. Susanna talks about how her love for cars started at a young age and evolved into a full-fledged career, emphasizing the importance of data and people in driving success. With nearly two decades of experience, she dives into the pivotal moments that shaped her path and how she now leverages data to help dealerships thrive.

Understanding customer demographics is an often-overlooked key to dealership success, and Susanna Cunningham knows it firsthand. In the interview, she highlighted how aligning inventory with the right market can make or break a dealership. Take the example of a Toyota store stocked with high-end Tundras and Sequoias in an area where the median income just doesn't support those price tags—those vehicles sit unsold, eating into profits. But by digging into local census data, Susanna helped the dealership realize they needed to shift their focus to more affordable options or target wealthier zip codes with strategic marketing campaigns. This simple yet powerful adjustment not only moves inventory faster but also builds stronger connections with the community by offering what customers actually need and can afford. It’s this kind of smart, data-driven approach that turns inventory from a costly challenge into a valuable asset.

Timestamped Takeaways:

0:00 - Intro with Paul J Daly, Kyle Mountsier and Michael Cirillo

05:00 - Susanna’s first encounter with the auto industry at just 15, buying a car at an auction before she even had a license.

09:00 - The surprising power of a portfolio analysis and how it can reveal where dealers might be losing money.

12:04 - The inspiring origin story of automotiveMastermind, starting with a U-Haul and a dream at their first NADA convention.

17:44 - Practical insights on leveraging census data to align inventory with the right market demographics.

20:49 - The importance of mentorship in the auto industry and how Susanna helps dealership staff reach their full potential.

Susanna Cunningham is the Regional Group Manager at automotiveMastermind

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