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Gorilla tactics help to bring in extra business

A Bradford Toyota dealer took an innovative approach to boost sales when its group marketing manager dressed as a gorilla.

Danny Holden, of West Riding Toyota, donned the costume and a sandwich board to walk the streets close to the showroom at peak periods last month to promote a three-day used car event.

Holden said: “Everyone has sales but you have to stand out from the crowd.”

Holden said 85 new and used cars were sold during the promotion, which tempted customers with two years’ free servicing, approved used Toyotas from £4,000 and a 3.9% finance rate. All the used vehicles were ex-management Toyotas.

Customers who visited but didn’t buy have been sent a letter offering the same terms if they choose to return in the near future. A similar event will be held in September.

Holden created the campaign with a consultancy company which helped supply flags and banners. Last year, the dealership held a charity ‘hug-a-technician’ campaign which raised publicity for its aftersales operation.

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