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Match buyers to car, says Chrysler

With Dodge expanding its model range from one car to three this year as Nitro and Avenger join Caliber, Jeep swelling its range to six and parent Chrysler launching new cars, retailers might expect a stipulation for larger showrooms to land on their doormats.

That won’t happen, according to Chrysler Group UK sales director Jon Wakefield. He insists retailers will not be required to display all the cars in the three brands’ line-ups, but will base their dealership stocking plans on knowledge of their area.

“We leave it to the dealers to format their showrooms. They will tend to go with the hot cars and those most relevant to their region – for instance, saloons in the city and SUVs in rural areas,” Wakefield said. “It requires thought and creativity.”

The ex-DaimlerChrysler Retail national sales director is encouraging dealers to take cars to the customer by, for example, displaying them at shopping centres or motorway service stations. He also believes retailing three brands under one roof gives dealers an advantage.

“They will have fun putting the customer into the right car. The customer might come in on the back of a Dodge advert but be better suited to a different Chrysler Jeep Dodge car,” he said.

“We have a product for everyone but dealers have to qualify customers and present them with the appropriate model.”

Chrysler is looking to fill a few open points but does not expect a big increase to its 85-strong network.

Dealers are on the cusp of profitability thanks to the new launches, Wakefield added. “September is the month that will unlock revenue for our dealers,” he said.

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