#HowToSellACar

Twenty-two vehicles on the front line and not a single one of them a Volkswagen.

This wouldn’t be surprising if this were a used car lot or a new car store that sold a different brand, but this is Jim Ellis VW — the most successful Volkswagen dealership in the entire metro-Atlanta area.

How successful? They have two locations and sold Volkswagens every day for well over 44 years. This dealership was founded on day one with Volkswagens exclusively in their blood. No competitor in the southeast can come close to that level of enduring success.

So what does it mean when one of your most loyal dealers in the entire nation won’t even put your vehicles on their front line?

About a third of the questions I get from readers center around one issue: euthanasia in the car world, or what I like to call “automotive decrapitation”.

In other words, when is it the right time to recycle an old car and transform it into a cheap Chinese washer and dryer?

I have a 10 year old Mazda Protege which I have loved ever since new.

There is just one small problem.

A 33 foot stretch limo that was formerly owned by a famous run down strip club in Miami.

Two small TV’s that dated back to the beginning of the Clinton era.

Cheap burgundy upholstery that I probably would never want to study with a forensic light.

104,000 miles, and a corded phone right next to the champagne glasses in the mini-bar. Oh, and it was a Cadillac. Not just any Cadillac. But the last of the old-school rear wheel drive Cadillac Fleetwoods with rear-wheel drive and the 350 V8.

Everyone screws up at some point when it comes to cars. But when I screw up… it’s something truly special.

Rookies. All-stars. Hall of Famers.

Those were the only three types of baseball cards that I thought were worth the trade when I was a kid. I was eight years old, but that didn’t stop me from becoming diligently schooled by my three older brothers who knew the ropes of other similar hobbies such as comics, coins, and stamps.

The drill was simple. Every time someone wanted to trade cards with me, I would ask them one simple question.

“What’s your favorite team?” From there, I would bring out an album loaded with baseball cards. Every one in mint condition and encased in plastic sheets. “Pick your favorites!” They would gather their own, and I would go through their collection, find the fresher cards in mint condition, and gather mine.

Over 30 years later I do the exact same thing with cars. I sell based on interest and buy based on condition and long-term reliability. I’m still not loyal to any brand or model these days. For me, even after all these years, the opportunity to buy and sell any car comes down to three simple concepts I learned in my youth.

Condition, presentation, and price.

People buy with their eyes in this business. Always have and always will.

I don’t care if you are a pseudo-sophisticated Yuppie wanna-be who thinks that Subaru is a value brand, (It’s not. They cater to the Costco crowd.) Or an impoverished mother of five who is taking her $6000 tax check and blowing it on the Cadillac of minivans.

Image completely rules this business. New or used. As much as I would love to sell old sturdy wagons and functional minivans that will last for another seven years, my customers want the modern-day crossover. The SUV that hypothetically gets great mileage if you read the window sticker upside down. A compact with an impossible to find leather interior, and of course, the upscale ride with the nice big wheels.

The first test of whether a car sells in this business comes down to a simple question.

The time has come. After oh so many years of driving the same old beater, it’s finally time for you to pass the torch to the next owner.

God help them.