Moritz Kia Case Study

For four decades, the Moritz name has appealed to drivers from Dallas to Arlington to Grapevine, and at all points in between. And why is that? From our perspective, it has something to do with how they approach their responsibility to motorists. The same type of dedication goes for their digital efforts - with three Kia stores within the same market, they have to be extra cautious to ensure they aren't cannibalizing their own business. In 2017, they made a heavy investment in DealerFire as a partner and haven't looked back.

Moritz Kia is an extremely unique dealer group. With three separate locations around the Dallas / Ft. Worth metro, they have a large footprint and marketshare. Moritz's Director of Internet Operations, Aaron Dobrow is very passionate when it comes to his digital strategy, especially when he chooses partners to work with. On the constantly changing world of automotive digital, it's getting harder and harder to find one partner that meets all needs because of the nature of OEM certifications. Aaron believes that his partners should be held accountable, no matter their status with the OEM.

Moritz Kia is always looking for the best. Whether it's the employees at the dealership, or the software that enables their sales. When going through their partner vetting process, they speak about their goals as an organization, not just the plugins, integrations and metrics that they want to acquire. So, when partnering with DealerFire, quality was the focus - quality tools, quality traffic, quality leads and (most importantly) quality service. The below case study outlines how Moritz Kia worked with DealerFire to grow their online business and become a power house in Kia sales.

"How do you choose a partner that can be agile and robust?" That's the question that Aaron Dobrow from Moritz Kia was asking. The automotive industry has proven (time and time again) that boutique, customized website providers often get the job done until they are recognized with OEM certifications, then they tend to sacrifice quality for marketshare and lose the white-glove touch that made them so successful to begin with.

Moritz Kia was looking for a partner that could provide an all-inclusive service, focusing on website, digital advertising and SEO. They did not want to piece together solutions from multiple vendors in order to take advantage of co-op funds or OEM compliance - this is a much different approach than what other dealers in their market are doing.

The strategy implemented at Moritz Kia was three-prong. First, optimize website conversions using inventory merchandising and strong, simple calls to action. Second, focus on organic traffic acquisition and build the knowledge base of the website so that consumers use it as a true source of Kia information. And third, combine the organic strategy with inventory-based paid search campaigns to get visibility on popular vehicles at the dealership.

Using a content strategy focused on local SEO, Moritz Kia and DealerFire were able to carve out a nice niche in the market's SERP. Especially related to fixed ops - two of the dealerships' top-five blog posts of the last 12 months are focused around vehicle maintenance and general consumer questions that come up in the service drive. On top of that, the dealership started to focus more on comparison content and acquiring consumers that might not be in the market for a Kia, but might be in the market for a similar brand of model. Their comparison CLPs were averaging 2,000+ page views after just 6 months.

Lastly, when paid search was implemented, the focus was around driving the most quality traffic possible. To really focus in on CTR and CPC to ensure we were spending money in the right places. Over the past 12 months, there were over 8,000 measure-able leads attributed to SEM, the largest that the dealer had seen with any previous provider.

MORITZ KIA

FORT WORTH, TEXAS

BACKGROUND

THE CHALLENGE

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THE SOLUTION

THE RESULTS