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Austin Ligon on Information Dominance, the Right Number of Competitors (Zero), The Lift Created by TV Ads (30%) & How Fast You Can Expand (20% per Year)
Austin Ligon on Information Dominance, the Right Number of Competitors (Zero), The Lift Created by TV Ads (30%) & How Fast You Can Expand (20% per Year)
CarMax founder and former CEO Austin Ligon visited Redfin yesterday. CarMax is a $10 billion superstore that is taking all the sales slime & financing shenanigans out of the used-car business. Customers love it. As part of our brown-bag lunch program , Austin came by to talk to us about how to build a customer-driven consumer brand, and how to scale an operationally intensive business. The crowd went wild. Here’s what Austin had to say in his talk, and how he answered some of the questions we threw at him…
Who here has heard of CarMax? Only a few of you? Well we’re not in Seattle. We sell $100 million worth of used cars per store. We have the same ethics as Costco. It’s guaranteed. You can return a car you buy from us in five days and get all your money back; elsewhere the guarantee is “fifty feet or fifty seconds.” The financing – there is no financing person wheeling and dealing, there’s just a computer screen telling you what the rates are — is totally straight.
The challenge is getting the cars on the lot. It takes us 23 minutes to buy a car from a consumer. The price we give you should reflect what it could be sold for at an auction in the next seven days, minus the frictional cost of our having to deal with it. We buy about a third of the cars we look at.
The best cars out there are hard to buy. Who has a Honda Odyssey? GREAT cars. A Honda Odyssey isn’t available in lease fleets and rental fleets. We have to buy it from customers. That’s the key challenge. Any customer can come in and we’ll buy their car, so long as they have the title to the car. That’s a real commitment. It means we buy cars we don’t want. We have an auction every 14 days for mom & pop dealers, selling whatever our own customers don’t buy from us.
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