Sonic credits iPad use for raising productivity of sales, service employees

Article by Christian A., on April 3, 2012

Service advisers at 34 Sonic Automotive Inc. stores are utilizing iPads as part of operations and have notice the increase in repair orders. At these stores where service iPads are used, customer-pay business is increasing. For one, grosses per repair order have increased by 8% on average at Lexus dealerships and 11% percent at Toyota stores. Last October, Apple, iPad's manufacturer, even recognized the accomplishments of Sonic during the gadget maker's earning conference call. In April, all Sonic stores will be equipped with service department iPads. Also, sales representatives have already received iPads. Sonic President Scott Smith disclosed that they have made a "huge, huge, huge, multiple-tens-of-millions-of-dollars commitment to go this way," adding that this is just going to get bigger.

He disclosed that they are rolling out the iPads and iPhones to technicians, service writers, salespeople, F&I and porters. "It's not cheap," he admitted. Sonic, the third biggest retailer in the nation, is investing $57 million this year on technology. It is spending much to equip its frontline employees with Apple gadgets that are expected to boost their productivity, persuade clients to spend more and increase loyalty. Unlike other large public dealership groups, Sonic is staying away from acquisitions and instead, it is investing internally.

Other huge retailers are also utilizing tablets in their operations, but Sonic's initiative is on the leading edge. Leaders at AutoNation have disclosed that they will be equipping their service and sales employees with tablet computers in 2012 and 2013. Asbury chief Craig Monaghan foresees a day when most areas of the dealership are using tablets instead of PCs. Asbury has utilized iPads in some store pilots. Group 1 Automotive is utilizing tablets in service departments at some stores. Lithia and Penske are operating service department pilots.

Topics: sonic, ipad

If you liked the article, share on:

Comments

Recommended

When the Crown De Luxe saloon was first released in 1972, it was at that time the most lavish Toyota model available to British customers. Both unusual and exclusive, one...
by - February 27, 2017
The ride-sharing fleet of sharing Lyft Inc. will soon include thousands of specially fitted self-driving Chevrolet Bolt electric vehicles, courtesy of General Motors. If plans push through, Lyft’s clients would...
by - February 27, 2017
J.D. Power has officially released the 2017 Vehicle Dependability Study, an annual list of the most dependable brands in the auto industry. Once again coming on top is Lexus, the...
by - February 26, 2017
Citroen revealed that its entry to the Chinese market is moving forward with the planned release of the new generation C5. While still on sale on this part of the...
by - February 26, 2017
There is definitely a second-generation Super Series from McLaren. Even in camouflaged form, it is simply incredible. But while we still don’t have the full data on how truly dynamic...
by - February 25, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries