Subaru is boosting dealer morale by sending franchise employees on a two-day course to become a brand specialist.

The brand specialists programme intends to challenge sales people in the Subaru dealer network to deliver a comprehensive presentation, demonstration of vehicles, delivery and handover of the car, said Subaru.

First piloted in mid-2008 and running every six weeks, 27 delegates have completed the programme so far.

During the first day of the two-day course, participants are encouraged to revise Subaru technologies such as symmetrical all-wheel drive and boxer engines, as well as identifying features on Subaru cars and honing knowledge of statistics from fuel consumption and CO2 to turning circles and towing capacity.

On the second day, delegates take an exam, judged by an independent assessor, on sales presentation, demonstration drive and handover.

“Brand Specialists need to understand what motivates the customer into buying the brand,” said Subaru.

Richard Dent, of Dingles in Norwich, said: “There was a lot of pressure but it was positive and gave you the opportunity to step up to the mark. All sales personnel should attend so that we have a stronger understanding of our brand. The programme reminds you of things you should deliver every day when talking to a customer, but don’t always do.”