“In other words, when everybody can order everything they want, and every Ford dealer has that F-150 SuperCrew XLT, we all beat each other to death to get that customer’s business,” said Keating, whose group has 19 stores in Texas. Now, customers in the market for a new pickup will not find as many choices. “And so when the customer searches the Internet for the purple with pink-polka-dot-interior F-150, they only find one,” Keating added. “And they go in, and they buy it.”
Hence the rising average gross over the past several weeks.
“It is a very imperfect analogy that