“The commitment to MG is there from DP through to salesman, which in some cases is the same person.”
On Latimer’s point regarding the power of brand exposure on television, Jones said: “While they are all requesting us to increase our spend in marketing (which is happening as we increase volumes), dealers are not waiting for us to deliver the opportunity for them, they are working their databases and local areas to the best of their ability for MG.
“Key to this is taking the product out to the people and not sitting in the showroom waiting for people to find it – there’s no better marketing than people seeing the product with their own eyes.”
Doing the basics well is fundamental, Jones believes, and technology can be a distraction.
“I fully support the fact that people are increasingly using iPads, smartphones and PCs to access more and information before the purchase, but when they decide to enquire or purchase, doing the basics well is far more important than looking hi-tech on the surface.”
Jeremy has been a journalist for 30 years, 20 of which have been in business-to-business automotive. He was a writer and news editor on AM-sister brand Fleet News for three years before setting up the AM website. For the last five years he has been Bauer B2B’s head of digital helping to manage the digital assets of AM, together with Fleet News, Commercial Fleet, Rail and Smart Transport.
R Grubba - 25/11/2014 13:13
I couldn't disagree more strongly with this article. I was sent there by MG Cars to test drive the new MG and the way we were treated meant that we ended up buying a new MG3 from Pinkstones in Stoke. I can't recommend Pinkstones enough they are the difference between brilliant dealer and a appalling one like Edwards. A back street car lot is more helpful and inviting than Edwards.