A few years after its founding, the company struggled to gain traction. It resorted to two tactics instrumental to the company’s success. First, it subsidized consumers by selling vehicles at or sometimes below cost. This, of course, raised the company’s sales from a volume perspective and contributed to significant growth. The company has for years sold a growth story like many other online companies. The thought process is that it can increase its prices once it achieves sufficient scale using its aggressive pricing strategy. Carvana’s second tactic was listing its inventory in numerous markets. While it had fewer cars to sell than its competitors, it began using virtual addresses in order to appear to have a presence in more markets than it actually did. Consumers surveying their options might go into a dealership if they know the brand they want but aren’t sure about the model. Before Carvana, third-party listing sites were a better way to start the research process for consumers that were brand-agnostic. Carvana’s strategy enabled its vehicles to show up in more markets, and they subsidized the cost of shipping the vehicle once a sale was recorded. While this strategy was not sustainable from a profit perspective, the investment paid off and generated significant traction. The company’s IPO in 2017 further increased its visibility, and its growth story and positioning as a “disruptor” captured public attention in an industry with room for improvement in the customer experience. Flying Too Close to the Sun The company rode its growth story to a stock price of $110 in February 2020. In less than a month, concerns around the COVID-19 pandemic led the stock price to decline 73% to $29. Less than a week later, the stock was back to $63 as the market, at large, sought to reprice all stocks based on uncertain expectations of the path forward. By June 2020, the stock peaked again as the company was viewed as an early “winner” from the pandemic. Auto sales plummeted in March and April 2020 as dealers were thrust into the world of online sales as a means of survival. For Carvana, the forced shift to online played directly to their strengths. Prior to the pandemic, the online market for purchasing vehicles was presumed to be relatively small. While online retail works great for certain products, large purchases like cars and mattresses were supposed to be impervious to the “Amazon-ification” of retail. There were two main reasons for this thesis: life cycle of the purchase and cost. It has long been held that consumers spending large sums of money on products they intend to use for years want to touch and feel what they’re buying to ensure they like it. The last thing you want to do is get a bad night’s sleep on a bed the first night after you’ve just shelled out $100s of dollars for Continued on page 26 Carvana’s strategy was to use its aggressive pricing (selling cars at or below cost) to create scale. From there they could increase prices and reach profitability. Issue 2, 2022 25 WVADA
RkJQdWJsaXNoZXIy ODQxMjUw