Ashland Ford Chrysler Keeps Competitive Edge with Autosoft

Autosoft Helps Ashland Ford Chrysler Stay Competitive in a Small Market

On the southern shore of Lake Superior is where you’ll find Ashland Ford Chrysler in Ashland, Wisconsin. With a population of just 8,000 people, competition isn’t just about pricing—it’s about trust, service, and having the right tools to operate efficiently. For Fallon Mikula, the Controller at Ashland Ford Chrysler, Autosoft has been the perfect fit for their dealership’s needs since 2007.

The Right Fit for a Low-Volume Market

Ashland Ford Chrysler operates in a unique market, selling to a high number of cash buyers, including many local farmers. Their monthly sales volume is around 40 to 50 vehicles, split evenly between new and used inventory. Given their size, they don’t need overly complex systems that add unnecessary cost and confusion. Fallon, who previously worked with the Reynolds and Reynolds DMS before coming to Ashland, saw firsthand how excessive features went unused, wasting dealership resources.

“Autosoft fits our store and our business model well,” Fallon explains. “We can manage what we have to run our dealership effectively. It doesn’t pay to invest in tools you’re not going to utilize or don’t trust to give you the right numbers. With Autosoft, we know our numbers are right.” Even in Parts, Fallon sees the value of Autosoft’s simplicity. “Quite candidly, even on the Parts side, if I had a more sophisticated pricing tool, I really don’t know that we would use it anyway,” he admits.

Streamlining Operations with Autosoft

From accounting to sales and service, Autosoft plays a crucial role in keeping Ashland Ford Chrysler running smoothly. As a Controller, Fallon relies on Autosoft’s reporting features daily, tracking financials, unit counts, and gross profits. He also performs writer analysis and reviews the dealership’s effective rate consistently.

“I do three different financial statements—one for Stellantis, one for Ford, and one for GM,” Fallon shares. “Autosoft’s support team has been incredibly helpful with year-end transitions and general ledger changes. They’re patient and always available when we need them.”

On the front end, Fallon uses Autosoft to monitor sales performance. “I go in and look at grosses, unit count, and month-to-date trends compared to previous periods,” he explains. “It’s easy to track where we are and where we need to be.”

A Reliable and Responsive Support Team

One of the standout aspects of Autosoft for Ashland Ford Chrysler has been its responsive support team. “I’m very grateful for the support team,” Fallon notes. “Most of the issues we encounter are, quite candidly, user error. But Autosoft’s team is always helpful in getting us back on track.” This hands-on support ensures that the dealership can quickly resolve any operational hiccups and continue providing top-tier service to their customers without major disruptions.

A Competitive Edge in a Challenging Market

Despite the challenges of operating in a small town, Fallon and his team refuse to let external factors dictate their success. “Every market has its ups and downs, but you can’t use that as an excuse for not improving,” Fallon says. “We make sure to track our numbers, manage inventory effectively, and stay competitive.”

Using Autosoft’s Inventory Management tool, the dealership keeps a close eye on its inventory and customer relationships. It helps them monitor aging inventory levels, ensuring they make strategic sales decisions every month. “Autosoft helps us review our aging inventory levels every month,” Fallon adds. “That’s a big part of making sure we’re staying ahead.”

The Ideal DMS for Small to Mid-Sized Dealerships

For a dealership like Ashland Ford Chrysler, having a DMS that aligns with their needs is essential. “I think Autosoft is a great fit for dealerships of our size,” Fallon concludes. “I have no reason to ever consider changing.”

With its easy-to-use interface, sound reporting, and dedicated support team, Autosoft continues to be the go-to DMS for low-volume franchise dealers like Ashland Ford Chrysler—helping them stay efficient, competitive, and successful in their markets.