CarFolks’ Dubis Says ‘It’s Not About the Reviews’
Dealer advocate issues an impassioned appeal to dealers, arguing that 'chasing reviews" has done little to foster trust between dealers, manufacturers and car buyers.
LAKEWOOD, Ohio — Mark Dubis, president and co-founder of CarFolks.com, has issued an impassioned appeal to dealers, arguing that “chasing reviews” has done little to foster trust between dealers, manufacturers and car buyers.
In an open letter to the industry, “It’s Not About Reviews,” Dubis says today’s empowered, Internet-savvy customer is more interested in dividing good dealers from bad than picking through reviews. He points out that several so-called “reputation management” providers have been caught abusing the system and posting fake reviews on sites such as Google and Edmunds.com, the latter of which is currently suing the authors.
“The challenge for consumers not familiar with a particular dealership comes in when they look for reviews from customers and social media feedback and often see only glowing reviews,” Dubis writes. “They know these reviews have been filtered and seek a more honest solution to find those good dealers.”
To read “It’s Not About Reviews” in its entirety, visit the Carfolks blog site, www.CarFolks.net.
More Dealer Ops

Ladies and Gentlemen, This Is a Dealership: Why the Fundamentals Still Decide Who Wins
A teaching moment by a legendary football coach happens to apply perfectly in the auto retail space. Learn what it is and how to use it to your store’s advantage.
Read More →
Timing the Market Can Hurt Long-Term Program Performance
For dealer-owned reinsurance entities, avoiding volatility entirely can mean falling behind inflation and missing market rebounds that drive long term surplus growth. Missing just a handful of strong market days can materially impact cumulative returns—an important reminder for long horizon trust and investment strategies.
Read More →
Dealer Ads and the FTC
The agency has made it clear in recent enforcement actions and warnings, in auto retail and other industries, that advertised prices must include all nonoptional costs to the consumer.
Read More →
Used Autos Supply Dwindles
The March shopping surge, despite high prices, cut into inventory by the most since the thick of the pandemic, Cox Automotive analysts calculated.
Read More →
Managing Risk Effectively Through Changing Times
The variables influencing risk pricing have changed significantly over the past five years. Being proactive and responsive to emerging trends is not optional but essential.
Read More →
Survey Reveals What Won't Fix What's Breaking Car Sales
AutoPayPlus says extra-long auto loans are trapping consumers and threatening the dealer trade-in cycle, and that the industry is leveraging the wrong tools to combat high MSRPs.
Read More →
IA American Appoints Two Execs
Senior vice presidents of the company's agent and dealer channels chosen to support general agents and help auto dealers with sales and performance.
Read More →
Cox Automotive Acquires Inspection Firm
Full ownership of Alliance Inspection Management, or AiM, meant to unlock growth for Manheim inspection capabilities
Read More →
Assurant Expands Partnership With Holman
Extended collaboration delivers training, products and performance development to 30 newly acquired Holman dealerships
Read More →
Franchises, Throughput Down in First Half
A handful of states see franchise growth through June, while EV sales per store boost overall business in U.S.
Read More →