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AM poll: Will the mainstream media ever portray the motor trade in a positive light?

The majority of dealers don’t believe the mainstream media will ever portray the automotive industry in a positive light.

The AM poll shows that 20% believe work done to improve the image of the industry will make an impact on generating positive news stories about the automotive industry, but 80% believe the mainstream media will only pursue negative news stories.

Comments from the poll:

“Stories aren’t newsworthy if the comments about the trade are good.”

“Yes it would if we are more positive and customer focused. We are not selling/repairing white goods, we have some pride in our sector.”

“A large part (not all) of this problem falls within the area of used car sales, an area which receives a large percentage of the overall dissatisfaction. Here of course we have four areas of the sales process, trade disposal, private sale, used car dealers and of course franchised dealers.

“I feel, as do probably most of us, that the sales through franchised dealers are well controlled and regulated by the manufacturers. But the other areas leave a lot to be desired.”

“We will always have the problem of rogue sellers and until such time as the Government regulate the sale of all used cars, probably by way of inspection and certification then this problem will always be with us and sadly we will all be tarred with the same brush.”

“The media will always portray the motor trade in a negative light, we are an easy target.”

“Despite every effort on the part of manufacturers to raise CSI the public at large still have an amazing distrust of the motor trade and this is fuelled by the media just loving to highlight nightmare experiences rather than the good news stories.”

“Highly unlikely when you consider the mainstream media are predominantly sensationalists. It creates a greater impact for them to reinforce the public's misconceptions of how the industry operates and continues the myth.”

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