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Green label awareness must increase

Sales staff lack knowledge and understanding of the colour-coded fuel economy label introduced voluntarily by the industry over the past year.

Awareness is higher among employees at performance car dealerships, compared to those selling volume models, according to a survey commissioned by the LCVP.

Porsche Colchester was praised for its understanding and communication of the environment label.

“It’s very informative, it’s easy to read and all salesman are trained on using the label as part of the new product and technical training,” Paul Skinner, general manager, says. “We have to have them, so we want to ensure we comply fully.”

During a recent nationwide mystery shopper exercise, just 5% of sales staff referred extensively to the label, 42% used it in a limited way and 22% showed no knowledge.

“It’s disappointing that the majority of staff are not fully aware of the label,” says an SMMT spokesman. He says that while carmakers signed up to the scheme comply, dealers “let the side down”.

“Car buyers look out for the labels, so it’s in the dealer’s best interest to refer to it,” he adds. “They might also be subject to a financial penalty if they do not comply.”

The SMMT plans to write to dealers who do not display labels on at least 75% of their new cars to ask for details on how they will rectify this.

The LCVP will launch a consumer marketing campaign in the autumn.

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