Fixed Ops Roundtable Pop-Up Event Reveals Insights from Northwood University and Auto Industry Leaders - by Ted Ings

Fixed Ops Roundtable recently traveled to Midland, Michigan to take part in Northwood University 's Full Tank Auto Camp. The five-day event took place from June 23 to June 28, 2024 and was sponsored by 通用汽车 .

On June 26, Fixed Ops Roundtable hosted a Pop-Up event designed to shine a spotlight on Fixed Ops education at Northwood University, as well as related activities at the auto camp. The event featured a series of panel discussions co-hosted by Katrina Ness and Vanessa Collins , both students at Northwood University, and myself, Ted Ings

"Fixed Ops Day" was sponsored by leading industry players such as AccuTrade (A Cars Commerce Solution) , The Reynolds and Reynolds Company , CDK Global , BG Products, Inc. , Cox Automotive Inc. Automotive Warranty Network, Inc. , Proactive Dealer Solutions and Brooke.ai , Dealer Scanning , Dynatron Software, Inc. , TradePending , UpdatePromise , Epicor , and Elite EXTRA an Epicor solution ?

History of Northwood University's Automotive Program

The first panel of the day featured executives from Northwood University and Automotive Warranty Network. The discussion centered around the history of Northwood University's automotive program. Kent MacDonald , President of Northwood University, discussed the origins of the program, which was developed in direct response to the auto industry's call for specialized education in what today is a trillion-dollar sector overflowing with exciting and diverse opportunities.

Other panelists emphasized the benefits of real-world experiences and network expansion for students, particularly through internships and behind-the-scenes tours at dealerships, and visits to places such as Manheim Auto Auction and the Sloan Museum of Discovery.?

Panelists also shared insights into the unique skillsets that Northwood University students develop in the auto program, such as a passion for the industry, personal responsibility, an appreciation of free enterprise and entrepreneurship, and the importance of networking and relationship building.

Industry Insights and Networking

Throughout our day on campus, the focus remained largely on the intersections of academic preparation and industry requirements for success. Special thanks to Elgie Bright and Dr. Matthew L. Bennett for making this all happen! Panel discussions delved into how Northwood University's curriculum prepares students for challenges they will face in the fast-paced and ever-changing automotive industry.

Panel conversations were enriched by diverse sponsorships and opinions from leading industry executives, with each sponsor bringing a unique perspective to the table.

• AccuTrade (A Cars Commerce Solution) emphasized the importance of leveraging real-time market data to make attractive trade-in offers and increase lead volume.
• TradePending and vAuto discussed accurate vehicle appraisal and the technology that supports a transparent process.
• The Reynolds and Reynolds Company focused on the integration of digital solutions in dealership management systems to enhance operational efficiency.
• Dynatron Software, Inc. discussed innovations in vehicle servicing and maintenance software solutions.
• Automotive Warranty Network, Inc. discussed the growing importance of warranty work to dealerships and how manufacturers are embracing the trend of outsourcing the warranty claims process.
• Cox Automotive Inc. highlighted the evolving landscape of customer-dealership interactions and how they can be improved with advanced CRM tools.
• Epicor and Elite Extra offered insights into customer service optimization, staffing shortages, and logistics related to parts delivery and parts inventory management.

Learning Beyond the Classroom

The day continued with a panel of students involved in running Northwood University's annual International Auto Show. Led by Vanessa Collins and Katrina Ness, student leaders spoke about their roles and how the event is a testament to the practical skills and managerial acumen that students gain at Northwood. The students are responsible for managing the delivery and display of more than 450 vehicles worth millions of dollars, as well as coordinating numerous event logistics and implementing marketing strategies to maximize show attendance.

Northwood University also shared exciting news about their Center for Automotive and Mobility Studies. Thanks in part to generous donations from The Reynolds and Reynolds Company and from Alan Jay Automotive Network, the university will move forward with plans to renovate an existing building, transforming it into a center for an exciting new curriculum that will keep students current with today's technology.

Appraisal and Reconditioning

According to data from vAuto/Cox Automotive, customers visiting a dealership have an average of 2.6 offers for their trade-in. Our next panel discussed the growing importance of technology and tools in the appraisal and reconditioning process, and how increasing process efficiency impacts dealerships' bottom line.

Industry experts from vAuto/Cox Automotive and Kayser Automotive Group discussed the evolving nature of vehicle appraisals and explored how dealerships are reshaping their approach to trade-ins and vehicle reconditioning to mitigate loss and maximize profits. Panelists also underscored the importance of detailed presentations, honesty and transparency in building customer trust during the trade-in process.?

Service Marketing: A Key Driver of Dealership Success

The significance of service marketing was a focal point of discussion during a specialized panel featuring industry experts from Trade Pending, Kayser Automotive Group, Apple Tree Honda and Acura, and Germain Motor Company . This segment highlighted the evolving nature of how dealerships engage with customers and the critical role that strategic service marketing plays in sustaining dealership profitability and customer loyalty.

Did you know that 20 percent of car owners are behind on oil changes? Successful service marketing not only increases the frequency of customer visits but also enhances overall customer satisfaction. With advances in digital marketing, dealerships are now able to target customers more effectively, using data-driven insights to personalize offers and communications.

Panelists emphasized the necessity of seamlessly blending technology and personal touch in service marketing. For instance, the use of CRM systems helps in maintaining an ongoing dialogue with customers, ensuring that the dealership is proactive rather than reactive in its customer service approach. Innovative tools such as video inspections and personalized service reminders were highlighted as effective strategies for building trust and transparency, showing customers exactly what services are being performed and why they are necessary.

The panel's primary message was that an investment in service marketing is not just an operational expense but a critical investment in the dealership's future, driving both customer retention and new customer acquisition.?

Leadership and Career Opportunities

The final segment of the day focused on leadership within the automotive industry. It featured discussions around essential skills needed for future leaders, including interpersonal communication, technical expertise, and a deep understanding of both market dynamics and customer expectations. Panelists agreed that continuous education and adaptability are critical for students who are intent on succeeding in a rapidly evolving industry.

Important Takeaways for Students

Our panelists were leaders and long-time veterans of the automotive industry. Throughout the day they shared numerous tips and advice with students. Here are some of the most important takeaways:

• Never burn bridges; this is a tightknit industry.
• Learn how to shake someone's hand and look them in the eye.
• The auto industry embraces everyone. Find your niche.
• Listen, learn, and don't be afraid to ask questions.
• Have confidence in your knowledge, skills, and potential.
• Don't be afraid to fail; failure is the best way to learn.
• If you work hard and have passion for what you do, you will rise quickly through the ranks.
• Classroom curriculum is important, but most learning takes place in the real world. Northwood University excels at offering hands-on, experiential learning opportunities.

A Vision for the Future

The Northwood University Full Tank Automotive Camp and Fixed Ops Roundtable Pop-Up Event represented more than just a learning opportunity; it was a visionary gathering that showcased the potential of the next generation of automotive industry leaders. It also demonstrated Northwood University’s commitment to providing a robust educational foundation with a focus on auto industry knowledge.

This proactive approach demonstrated between an educational institution and industry partners sets a new standard, ensuring that the automotive sector not only evolves but thrives with well-educated and motivated professionals joining the workforce.

It's important to note how deeply intertwined education and industry partners are, as evidenced by the comprehensive support from the event’s sponsors. Each sponsor plays a crucial role in shaping a future where young professionals are nurtured, driven, and successful.

Fixed Ops Roundtable looks forward to future events such as the Summer Palooza scheduled for September 16-19, 2024. For more information and updates, visit fixedopsroundtable.com