The March issue of AM – Automotive Management magazine is out now (scroll down for a preview).
The AM Awards have been presented to the cream of the industry following careful consideration by our judging panel of industry experts and auditors. The quality of the winners, and the finalists in general, shows 2014’s focus on the new car market did not come at the expense of innovation, excellence and determination to succeed. Congratulations to the winners.
Awards aside, the latest issue of AM takes a look at recent developments in marketing for motor retailers. Our insight into manufacturer marketing suggests that despite the prevalence of digital marketing, for carmakers there is still no better place than television to get their brand and model range in front of the new car buyer. By contrast, in the dealer sector, where budgets are more modest, it remains crucial to have a broad marketing toolkit at hand to spread the reach of the dealer brand.
Talking of the dealer brand, is it at risk of being squeezed out of existence by manufacturers intent on being the focus of the customer? With a trend emerging among premium and specialist brands to strip the dealer brand from the showroom fascia, we asked a selection of dealer group leaders and analysts whether they see this as a pressure point.
That is a question that should be worth long-term consideration by all the dealers who have invested so much time and effort in their own businesses. In the meantime, good luck with the March plate-change campaign.