JB: Will you retain the names of the separate businesses?

CH: Yes. Group 1 is the parent, Barons and Chandlers are the names we do business under.

 

JB: At Ford Retail, the internet was of huge significance. What is the focus at Group 1?

CH: We’re controlled much more by the manufacturer in terms of what we can do and rightly so. But fulfilment was always the focus. It’s fine having a lovely website but can you actually deliver? My focus will be on delivering an excellent customer experience.

 

JB: Will you offer the Ford Retail experience of online vehicle purchasing?

CH: It was quite an innovative thing to do then, to take deposits online, but I question whether it was what the customer wanted. We realised customers just wanted to avoid a bad experience in a dealership and we needed to, instead, make sure we were approachable and honest.

 

JB: What epitomises a good website experience?

CH: I just want people to say: “Wow that was the easiest purchase I’ve ever made. I saw a car online, it was 10 miles down the road – or 100 miles – and they just made me feel so welcome. When I got there, the car was exactly as described and the process was seamless.”

We’re not good enough yet, but we recognise that we need to be and getting new websites for each of the brands in time will be a step in this direction. We’ll be using the brand platforms, but trying to offer different things. For example, in the US, you wouldn’t expect someone to buy a used car on seeing four photographs online. Forty or 50 was the norm.

 

JB: Why are you recruiting an F&I manager?

CH: I think F&I is a very important part of the business. There’s compliance pressure, of course, but that is better for the business and for the customer, since it requires a consistent process.

I want someone here that will ensure we are not the weak link in an area that is not always well managed in the dealership since F&I is an integral part of the sale, especially when customers come in with advertised payments in mind.

The conversation we have is not so much about a conversion, but ensuring all the elements of service, insurances and other products are presented properly. The F&I manager will ensure this.

 

JB: Do you think GAP will be a new PPI?

CH: Watch this space. I’m worried about it because all the customers that I’ve known who have claimed on it have been delighted.

I think we’re going to come into a whole new regime of declaration of commissions and I don’t think that’s a bad thing. I think anything that helps customers appreciate how professional we are as an industry is valuable.

 

JB: What has changed in the UK market since you were here two years ago?

CH: The confidence now is unbelievable. Everybody seems a lot more approachable about the idea of changing their car. We’re seeing a maturing of PCPs in the market and service plans are a known quantity in terms of owning a car.

PCPs allow people to be confident with their payments and so we’ve grown our penetration to 65%. We don’t want people tied to five-year finance deals, but give them the right package that retains them and allows the customer to change the car as often as they like – and they feel like they own it.

Service business is on the up and I’m seeing growth in smart repairs. Customers don’t want to drive a car with dents or damaged alloys anymore.