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Enquiry bonuses raise Mini sales

Bonusing dealers on enquiry management has helped Mini to sell more new and used cars. Total volumes will rise to 80,000 this year on a split of 0.7 new to one used.

The revised bonus structure was introduced this year. It requires dealers to follow up enquiries within 24 hours, qualify the customer and offer a test drive.

“It’s about focusing on doing the job right,” says Mini UK general manager Andy Hearn. Mini dealers invested £19m last year as part of the separation from BMW. So far 85 have set up standalone showrooms. Just over 100 will be split by the end of year with the balance of the 150-strong network in 2008.

The next stage will be to free up workshop space, possibly by turning dealer PDI areas into service and repair centres. “In two to three years’ time we will need bigger workshops, but it’s one step at a time and now the priority is separate showrooms,” adds Hearn.

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