Welcome back to our Monday Comment Showdown. Every Monday we place an auto-generated comment head to head with one of our handwritten comments to see which one sells cars the best. Human or Robot? Only time will tell.
As most auto-generated comments, the option is a secondary feature when you purchase the company’s online inventory management services. This one lets you customize an opening and closing tagline, if you want a starred list or a long list, and choose the level of sentences that get added to the comment.
So we tested it out to see if this auto-generated comment could hold up against our handwritten comments. Below is the minimal amount of added sentences that only mentions the starred options as opposed to a long list. Here is the comment for a 2007 Cadillac Escalade.
AWD. At our dealership, YOU’RE #1! In a class by itself! Do you want it all, especially low miles? Well, with this stunning 2007 Cadillac Escalade, you are going to get it.. This SUV is nicely equipped with features such as AWD. J.D. Power and Associates gave the 2007 Escalade 4.5 out of 5 Power Circles for Overall Performance and Design. This Escalade is as fresh an example as you’ll find on the market and will still look as good as new for years to come.
Does this comment attract you as a buyer? Perhaps more so than last week’s head to head. By mentioning J.D. Power and Associates, that could compel a customer to buy this Escalade more times than not. However, the rest of the comment leaves much to be desired. Now, just for fun, we took the same car and chose the option to add the most amount of additional sentences that the program would allow.
AWD. A great deal in Miami Beach! What a wonderful deal! When was the last time you smiled as you turned the ignition key? Feel it again with this good-looking 2007 Cadillac Escalade. This SUV is nicely equipped with features such as AWD. J.D. Power and Associates gave the 2007 Escalade 4.5 out of 5 Power Circles for Overall Performance and Design. This Escalade would look so much better with you behind the wheel, rather than sitting here empty on our lot. Its low-mileage means it’s fresh and ready to get out there. Come and get it!
The comment is essentially the same. You can see the added sentences, which adds some emotion to the previously emotionless comment. However, it doesn’t tell you very much about the car other than it has all wheel drive and won 4.5 out of 5 Power Circles.
Now take a look at one of our Custom, Handwritten Comments by our Team Manager, Anissa.
Our One Owner 2007 Cadillac Escalade earns its premium, flashy reputation with unrivaled style and robust V8 power, along with a comfortable and luxurious interior. If you like your bling on a grand scale, it doesn’t get much grander than this. Our All Wheel Drive SUV rolls down streets with conviction, flashing its powerful 6.2 Liter 403hp V8 paired with a responsive Automatic transmission to earn you up to 19mpg on the open road. Gorgeous on the outside, the bold chrome statements, running boards, and stand-out wheels grab the eye.
Inside, our luxury SUV has four doors and three rows of seats that can hold up to 8 people, along with a large cargo area. Sink into the heated front and rear seats as you adjust the power pedals to meet your needs while the automatic climate control wraps you in a cabin oasis. Set your tunes and speed via the steering wheel with the endless possibilities of AM/FM/XM radio, a CD/MP3 player, and you can even let the passengers in back control the sound with the rear seat audio controls.
Feel secure knowing that ABS, Stabilitrak, an army of airbags, and daytime running lights are in place to keep you and your loved ones safe from harm. Believe us when we say people notice these luxurious SUVs when they see one. It’s a head turner! Print this page and call us Now… We Know You Will Enjoy Your Test Drive Towards Ownership!
This comment is definitely more descriptive than the previous two comments from the auto-generator. In three short paragraphs, you knew about the mechanical aspects, what you would find on the inside, and how it would keep your whole crew safe. This is the kind of automotive comment that I would want to sell vehicles at my dealership.
Now that we’ve gone head to head with a robot, it is time to grade our work.
As you can see from the chart above, Dealer Assist Now answered “Yes” for all 10 of the categories. The Other Guys only answered “Yes” for 3 out of the 10 categories. Both comments from the auto-generator were vehicle and year specific and mentioned this in the comment unlike last week’s contender; it didn’t tell you much more than that. In the second comment, there was more of an emotional connection to the car, but the comment consisted of the same basic items that were listed in the first, emotionless comment.
Now that you’ve seen a human go head to head with a robot in our weekly comment showdown, you know that Dealer Assist Now is the smart choice for helping your online sales department make the most of their sales. Our handwritten comments evoke emotion, which will provide the customer with a custom experience that will bring them back for any future purchases. We call that a smart business decision.
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