Goldman & Associates is fortunate to have worked with clients in the automotive industry for over 15 years. We have witnessed first hand the unique challenges that face auto manufacturers, dealer groups, trade organizations and after market suppliers. The internet has created a new frontier for our automotive sector clients as it has for most everyone. And while, for the most part, the web has improved their ability to effectively communicate with customers, there are times when it has proven to be something of a challenge.

The following lesson comes from an automotive dealer out of Lincoln, Nebraska who is not a Goldman client, but who recently encountered some PR pitfalls while trying to utilize the world wide web. This is yet another example of why all organizations need to be vigilant in dealing with their internet image.

A BMW dealer put a brand new BMW M3 on eBay, without a reservation, meaning that standard auction procedures would be practiced and the highest bid would be honored. Someone wasn’t paying close enough attention to the auction listing and a bidder won the pricey car for $60K. The general manager of the BMW dealership wrote an email to the winning bidder stating that the auction was a mistake, and the car should have never been listed. The winning bidder posted the whole story (including the email) on M3 internet forums, where devout BMW afficionados congregate. AutoBlog, one of the most widely read automotive publications on the net, picked it up and it all snowballed from there. People found the manager’s picture on the company website and began posting new “enhanced” images of him all over the Internet. The manager then wrote the winning bidder again and asked him to have all of it stopped. He is now on YouTube.

Lesson #1-The web can be a cruel place. Especially when not actually required to face a person, there are some who have few qualms about exploiting your faults and making you pay dearly for mistakes.

Lesson#2-Emails can and do get out. Once you click send, you have little to no control over their final destination. When dealing with sensitive issues, better surely to calmly plan your strategy and schedule a call or a face-to-face.

Lesson#3-Things on the internet move lightening fast. This entire scenario played out in just over a week. It’s prudent to have the ability to respond with equal swiftness. Engage. Engage. Engage. Ignoring it will not make the problem go away!

Lesson#4-When things don’t go your way, sometimes it’s best to just bite the bullet and admit that you’ve lost. A small loss in revenue doesn’t seem so bad when compared with loads of bad PR that can potentially cost your business much more over time. Also, it helps to laugh at yourself. The internet offers a plethora of avenues to express your side of the story, to ask for penance when you are wrong and to redeem yourself by adopting a self effacing, but honest persona.