Dealers and the local media are exploiting the AM Buy A Car campaign to drive home to consumers the great deals available on new and used cars.
The Evening Leader newspaper, with nearly 70,000 readers, has used campaign material alongside its own editorial in a move to boost sales in its catchment area as part of a ‘staying positive’ campaign.
It is the daily paper for north-east Wales and the Borders, an area that is home to Toyota and Vauxhall plants where workers are on shortened hours and reduced pay.
The paper’s group marketing manager Paul Gothorp said: “As the leading local daily newspaper in the region it’s essential we do our bit to talk up the positives that there are in the local economy.
“Clearly the AM campaign illustrates the exceptional opportunities for new car buying at the moment.
"We thought it a very useful campaign worthy of our support and worth highlighting to our readers.
"We have some first class dealerships in the area who make a significant contribution to the local economy, and this was a chance for us to support them.”
And a Sheffield dealer is exploiting links with his local media to reinforce his confidence in the new car market – and he’s putting our Buy A Car campaign directly in front of customers in his city showroom.
David Waite, director at family run franchise Monty’s Suzuki, says customers need convincing the market is working in their favour at the moment – and that the honeymoon period of buyer power will be shortlived.
“I’m running ads and editorial in my local papers, including the Sheffield Star, and AM’s flyer outlining the 10 reasons why now is the best time to buy a used car is displayed on all cars in our showroom in a concerted effort to educate customers why they shouldn’t wait,” he said.
He has also taken his message on to Radio Sheffield twice.
And in a further step to counter the gloom surrounding new car sales, Waite has cancelled the daily national newspaper Monty’s Suzuki had in its customer waiting area.
“I’d had enough of the downbeat messages around the car market. Why would I want to pay to have my customers see that?”
He is convinced, like many industry watchers, that new car prices will go up soon with Ford and Vauxhall leading the way this month.
“Once stock levels are under control, up the prices will go. They will have to, for some of the manufacturers to stand any hope of survival.”
His campaign is paying dividends. Used car sales doubled in February year-on-year and while new car sales will be down, Waite is convinced they would have been much worse had he done nothing.
Montys’ Suzuki sells around 600-800 new and used cars annually.
Buy a car campaign supporters
Leading motor finance providers Black Horse fully support AM’s Buy A Car Campaign. Black Horse Managing Director Chris Sutton said:
“This campaign is a step in the right direction in helping to restore customers’ buying confidence. Black Horse dealers can further help to stimulate sales by giving their customers access to credit at the point of sale.”
Leading Dealer Systems provider DMS fully support AM’s Buy a Car Campaign. Simon Verona of DMS said :
“This campaign demonstrates to the consumer that now is the best time ever to make a car purchase. Users of DMS’s system – Navigator - can use the system to assist in targeting this message to existing and new dealer prospects”
BCA is delighted to support the 'Buy a Car campaign'. As the UK's largest vehicle remarketing company, healthy new and used car markets are critical to our business and the myriad others that service and support the car retail and wholesale sectors.
But more than that, new and used car sales combine to make a sizeable contribution to the UK's economic well-being. Thanks to this and similar campaigns, motorists are becoming increasingly aware just what good value deals are out there for them to enjoy.
SEAT has an attractive suite of offers across its model line-up at it looks to maximise its performance this March. SEAT UK Head of Marketing, Steve Robertson, said: 'We've devised the latest offers to very clearly underline the already impressive proposition our cars make to private buyers.
'Our reputation for generous levels of specification, our commitment to the highest build quality, or consistently strong residual values and our dealers' determination to deliver exceptional customer service means we're perfectly placed to make the most of the opportunities presented in even the toughest market conditions.'
Delta Remarketing is proud to sponsor the ‘Buy a Car campaign’ as one of the leading vehicle remarketing companies.
Managing Director Miles Moorcroft said:
“This is a move forward in the right direction for the UK motor industry with over 90% of Peugeot & 80% of Citroen franchised dealers signed up with Delta. We are now starting a national marketing program to promote the AM’s Buy a Car campaign with our dealer networks. Buy a Car Today!”