The April issue of AM – Automotive Management magazine is out now (scroll down for a preview).
Rumblings about the true strength of the UK new car market continue, and with them come accusations that manufacturers have lost touch with the real world. Much of the year-on-year growth recorded so far in 2015 has been in the fleet and rental sectors, but as March draws to a close the private market’s figures are sure to suggest some growth as that crucial Q1 volume-related bonus looms near. Several dealers have told us their 2015 targets have been set too high, yet they cannot afford to miss them and the extra pot of cash they bring. Such challenges were a hot topic of discussion at our recent AM Round Table, (covered in the preview magazine below), and the way certain brands approach target-setting is also reflected in the results of the latest NFDA Dealer Attitude Survey.
With yet more sales growth being demanded by carmakers, maybe now is the time to review and hone the customer experience delivered by your dealerships. Our insights into customer advocacy show that consumers now expect a joined-up journey, digitally and physically, when searching for their next car and purchasing it. It may challenge some traditional sales processes, however the rewards are there for the taking.
In this digital age, consumers are prepared to applaud the dealers getting it right with reviews, recommendations and shares reaching hundreds of others.
Isn’t that worth as much focus as your volume bonus?