The market shrank 13%.
Astro Ford grew 64%.
Astro Ford went live with Odyssey on May 1, 2026. Same store, same market.
Ford demand on the Gulf Coast fell from 190 to 165 registrations per month.
Most stores ride the market down. In May 2025 Astro Ford held 11.6% of the DMA's Ford registrations — a distant second, outsold better than 2-to-1 by the market leader — in a seven-ZIP backyard where 4 of every 5 Ford buyers drove past the store to buy somewhere else.
The question wasn't "how do we sell more cars." It was "where exactly are they being lost, and to whom?"
Share nearly doubled while the market fell.
Backyard capture up 85% in a single month.
On May 1, Market Impact showed exactly which ZIP codes were leaking, which competing rooftops were taking the deals, and what those buyers bought. Astro pointed its inventory, pricing and media at the closest losses first — that month.
Backyard capture jumped from a trailing baseline in the low 20s to 39.7% in May — and the store beat its proximity-weighted fair-share target by 71% in its first month live.
27 in April. 52 in May.
Total new vehicles delivered, all buyers. May 2026 — the first month on Odyssey — was the store's biggest month in the data, up 93% over April, while the rest of the DMA's Ford stores lost ground.
The website rebuild that fed the funnel.
Own the backyard first. The footprint expands for free.
The core strategy was never "buy a wider net." It was to win the seven ZIP codes Astro should already own — and that turned around materially: backyard capture up 85% over its trailing baseline, to 39.7%.
Because paid spend was pulled out of the ZIPs that weren't converting, the budget concentrated where deals actually live. The reach outside the PMA didn't disappear — organic picked it up at no media cost, and 29% of May's new sales came from outside the footprint entirely.
Not one hot model. Five segments grew at once.
Astro's share of every Ford registered in the DMA — April to May 2026:
Share is the scoreboard. This is the money.
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