Javier Fernández and Pablo Dalmau, the second and third generation of Karfer Motor, open the doors of their dealership, which started in 1972 as a humble car wash in Madrid.
They tell us how they scale their business by combining 40 years of street experience with a hard-nosed digitalisation strategy.
In this unfiltered chat we talk about:
✅ Going from selling 180 cars a month in person to shipping 70% of them online.
✅ How to become independent from Renault and create their own brand with Dealcar's help.
✅ Why they prefer Dacia and Toyota for resale, steering clear of Jaguar and Land Rover.
✅ Using Google VLA and Chat GPT to get ahead of the competition online.
Can you imagine starting out in the motor world without even knowing how to drive? That's how Javier's father started. They also confess the biggest scare they ever had, when a private customer almost pulled an €8,000 scam on them by handing over a car with clocked mileage. A brutal episode full of truths and real numbers!
🎬 CHAPTERS
00:00 - Introduction
02:06 - The origins: opening a car wash without a driving licence.
06:35 - The sales peak of 180 cars a month and the exotic arrival of Toyota.
10:43 - The switch to Renault and the harsh reality of margins as an agent.
14:26 - Pablo joins the business: from reselling trainers to leading digitalisation.
16:56 - Goodbye to the official brand: creating Karfer Motor and unifying the chaos with Dealcar.
19:44 - The future of the used car dealer? SEO, Artificial Intelligence and Google VL.
22:30 - The big secret of the automotive sector: the key is buying well.
25:53 - Watch out for private-seller scams: the case of the clocked mileage and the €8,000.
29:00 - Game: The dealer's eye (guessing BMW and Volkswagen stock and prices).
31:34 - Top best (and worst) car brands to resell today.
33:17 - Where to buy inventory? The debate between auctions, fleets and private sellers.
35:00 - Game: Buy or run? Real cases with Suzuki, Ford Transit and Audi RS3.
36:47 - Generational handover and the future of Karfer Motor.
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