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Letter to the editor: RMI sample ‘too small’

Sir – It was disappointing to read The Big Picture (AM, September 23 issue) and your comments about Chevrolet generated from the results of the RMIF Summer Survey.

We too were disappointed, but only with the fact that the survey sample for Chevrolet was just 7% – seven retailers.

Our own recent survey on retailer satisfaction produced 65 responses – and the results from this and other GM surveys showed a significant improvement over Daewoo in almost every category.

For example, the answer to the question “percentage of dealers who felt treated by the manufacturer as a genuine partner” put us in second place. Our showroom demands focus on space to display five to six cars and the training of sales consultants – we have no specific demands on tiles, lighting, showroom sales and lead management processes.

We struggle to think of a brand with more reasonable, pragmatic requirements.

Earlier this year we set up a retailer council purely on our own initiative rather than via a request from the network.

Early days yet, but it’s working well with strong and constructive feedback.

Chevrolet went live in the UK on February 1 this year and we are proud the brand is already achieving ahead of target on awareness and consideration. This can only happen in partnership with a strong network.

Andy Carroll, managing director, Chevrolet UK

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