The Hidden Reason Car Buying Still Feels Broken (+ How to Fix It) | Aaron Baldwin, President at Mobility Global, Sales Solutions

Aaron Baldwin estimates that coordination between dealers, automakers, and vendors is maybe 10% effective today, and argues that a bad car buying experience doesn't start in the showroom, it starts with the very first ad a shopper sees.

Aaron Baldwin is the President of Mobility Global Sales Solutions, the division that brings Automotive Mastermind, MarketScan, and Polk under one roof.

He started out selling cars and working deals at Asbury Automotive Group in the mid-2000s, was the founding technical leader at CarNow in the early days of online car buying, and now oversees a data operation that draws on 100 years of vehicle registrations from all 50 states and roughly 7 billion payment calculations every month.

Topics:

00:55 OEM And Dealer Messages Collide.

03:25 OEM Doesn't Know Dealer Discounts.

07:00 Not Another Tool, Integrate The Data.

11:20 100 Years Of Registration Data.

16:00 Handoffs Are Not Happening.

23:40 Get Into Something Emotional Like A Car.

31:10 Fragmentation Is The Biggest Opportunity.

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