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Dixon vows lowest prices

A long-term sales initiative by Dixon Motors promises its customers the lowest prices in the country on 10 popular cars.

The Yorkshire-based group, which this year ranked 10th in the AM100, this month launched the “Dixon Top Ten” which it claims will save clients the trouble of shopping around for the best deal. The company wouldn’t reveal its expected increase in business from the scheme, but would only say it expects a “positive impact” on sales.

Each week, a team from Dixon will conduct price checks on every car listed in the group’s top 10 – based on cars sold by its dealerships – to ensure they are the lowest priced in the UK. At the scheme’s launch, Dixon staff were joined by DJ Simon Hirst from regional radio station Galaxy 105, whose Renault Clio was top of the week’s chart.

The company sees the promotion as a way of not only encouraging consumers into its 59 dealerships, but also of guiding them in their choice of vehicle and ensuring that they get best value.

“This compilation is an excellent way for the public to see at a glance what other car buyers are choosing, so that even if they don’t know which car they’re looking for when they enter a dealership, they can enjoy the reassurance of knowing that thousands of people have trusted these models before them,” says Dixon marketing manager Nigel Falkiner.

The current Dixon Top 10 chart consists of the Renault Clio, Ford Ka, Renault Megane, Ford Focus Zetec, two Vauxhall Corsa models, Ford Fiesta Zetec, Renault Megane Scenic, Renault Laguna and the Vauxhall Zafira.

Dixon Motors records more than 80,000 car sales and 250,000 aftersales services each year.

Formed in 1990, and acquired by the Royal Bank of Scotland two years ago, it currently holds franchises for Alfa Romeo, Citroen, Fiat, Ford, Honda, MG, Nissan, Peugeot, Renault, Rover, Vauxhall and Volkswagen.

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