AM Online

Finance comment: Reassurance is key in turbulent financial markets

"Since last month there has been no escaping the turbulence in the financial markets which no-one could ever have predicted.

The rate of change we are seeing on a daily basis is unprecedented, and potentially damaging to a whole host of business sectors.

Things continue to change and there also remains a certain amount of concern in the motor markets.

One thing, however, is certain – during such a period of economic change, consumers are more than ever looking for reassurance and trust.

Whether it’s with their savings and investments, or buying their next car, customers will no doubt be keen to limit their risk when spending money on big ticket items.

This presents us as a company with an opportunity to reaffirm our commitment to our dealers and help them maximise the opportunities that continue to exist.

Some dealers have been responding to their customers concerns by reflecting this theme of reassurance in their advertising and promotion.

It’s an astute approach which encourages customers to buy from a name they are familiar with and a brand they can trust – a business that they perceive as likely to offer a long-term commitment to them and their changing needs.

Businesses with strong brands often have clear advantages in times of uncertainty.

The Black Horse brand is one of the most recognised and trusted brands in the market and can help dealers give their customers the confidence that they are funding their car from a lender they can rely on.

The recent increase in finance penetration at the point of sale suggests customers are also convinced by this.

I started by commenting on how uncertainty can be bad for business.

Let me finish by restating that Black Horse is committed to the motor industry and continues to provide the very highest levels of service, products and funding.

It’s a brand that can give your customers the additional reassurance they may be looking for.

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