Auto Collabs: Automotive Wasn't The First Option

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.

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