In any case, customers rarely use the touchscreen configurator, said Latimer. His display of 10 MG3s, all ‘personalised’ with different colour schemes, are what sells them, together with the specification and pricing.

“The MG3 is the best small car on the market,” he said. “Any dealer would say they would like to see their franchise advertised on the television every day to ensure showroom footfall, but MG has done all that’s required with the car to generate maximum interest. It exceeds expectations. For the same spec Fiesta, you would need to be paying £5,000 more.”

 

Catering for online car customers

The austere presentation would also appear to match the growing consumer propensity to ‘showroom shop’ online first.

“Fewer people are walking in off the street,” he said. “When they travel, it’s to see a car or cars you’ve advertised and with a buying intention in mind.”

The nearest MG centre to Michael Edwards is in Oldham, 20 miles away. Before this it was Yorkshire or Chester, Doncaster or Sheffield, giving Latimer a “vast territory”.

Despite the growth of the MG network, customers still travel to Michael Edwards. While 35% of them live within five miles of the dealership, 15% are from more than 100 miles away.

Latimer said there is no need for sales training, mission statements or inspirational messages on the walls of the business to ensure staff do their jobs properly. Five people work for him: a driver/valeter, two technicians and two salesmen.

“Everyone knows what their role is and how to treat a customer. We will all greet a visitor and offer them a drink. I’m here all the time and some customers only want to deal with me. This might be because being able to speak to the owner is very rare these days.”

Latimer said customers have required assurances about the ‘new’ MG brand, following its reputation-damaging demise in 2005: “We’ve been trying to put across the size and commitment from SAIC and the new beginning, rather than a continuation of MGR, although there is an extraordinary loyalty to the brand that is bringing older customers to us.”

Michael Edwards was one of the early franchisees, starting in 2008 with the TF. It held the SsangYong sales franchise until October, when Latimer decided to commit solely to MG.

Despite a no-haggle price, the personalisation options available to customers on the car mean additional profit opportunities for the business. Latimer said it is from £150 to £850 per MG3 sold, but with F&I add-ons and accessories the margin is an average £900 – or 8% of transaction price.