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Pollak DaleIn addition to being a best-selling author on Used Car Sales in his book Velocity, Dale Pollak is the chairman and founder of vAuto, Inc., a company that provides retail automotive dealerships with a better way to appraise, manage and price their pre-owned vehicle inventory. In addition to serving as vAuto’s spokesperson, Dale is responsible for strategic planning and development.

Prior to vAuto, Pollak served as VP of Sales and Business Strategy at Digital Motorworks, the market leader in data integration and application development for OEMs, mega dealers and third party providers. Pollak helped build the company from inception to its successful acquisition by ADP in 2002.

Pollak received his B.S. in Business Administration from Indiana University and is a graduate of the General Motors Institute of Automotive Development. Pollak also earned a law degree from DePaul University’s College of Law, and is a four-time winner of the American Jurisprudence Award for top performance in his class.

Dale Pollak is one of the leading authorities on automotive dealership management strategies. Tap into Dale’s experience, insight and knowledge.

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Contact Dale: dpollak [at] vauto.com

  • John Moore

    How much does price really matter? Has there ever been any type of regression analysis to determine the ideal pricing point? How much does it take to get a large enough percent of the market to travel? If I lowered prices $500 could I expect to sell 20% more?

  • John,

    A regression analysis on price would only work if there were no other extraneous variables influencing a purchase decision for a given vehicle. Obviously there are many unique differences inherent in every used vehicle, as well as a myriad of ever-changing variables in the macro environment at a given moment in time. Accordingly, no such luck as to have something as simple as a regression model for used vehicles.

    Once you understand that we are working with incomplete and imperfect data, the question comes down to what factors most drive price sensitivity of a particular vehicle. I believe that there are two primary relevant considerations. The first is the physical attributes, aesthetics and quality of the vehicle, best assessed by the discerning eye of an experienced retail automotive professional. The second consideration is the relationship of the vehicle’s supply and demand in the relevant market, best measured by its market day’s supply. When considered in tandem, these are the variables that most reliably influence a vehicle’s price sensitivity. Thank you for your thoughtful question.