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15 AutoData | December 2018 derstand, with algorithms, atwhat point in the buying process the consumer is. And when you do that, you really work with the ones you should contact. With that, I want to take our conversion rate to 90%. We haven’t got thereyet because there is a process but we are already at 40% and we will reach 90%. We invest a lot in that, the digital team iswhat grows themost in GM. Besides, I don’t know how good it is to close a complete transaction without the dealership. I could do this todayby the way, technologically speaking, but when the person buys at the dealership huge brand loyalty and service is built. “The discussion of Rota 2030 for more or less incentives was a waste of time. The key issue should have been the long-term of the industry.” You don’t believe in this format, then? I will give an example to showwhat I think about the digital process. A year ago we had a leads conversion rate [potential con- sumerswho showed some interest in our brand’s vehicles] which was the highest on the market, 10%. And everyone was saying ‘Wow, we’re the best, we’re 10%, amazing’. So I said, ‘Are you serious about this? Of every 100 customers we call, ni- nety go away, that is, 90% of a person’s work time is wasted. “So I proposed to call someone only when we were sure the person would buy. Everyone leaves a great digital footprint, and you can un-