Despite vying for customers in the same ‘motor alley’ as Arnold Clark and a Vertu Macklin Motors dealership, the judges noted that Peter Vardy BMW and Mini has gone from strength to strength 12 months after winning this award for the first time.
The dealership displayed a healthy discontent in its achievements, the judges found, despite annual return on sale improving from 3.7% to 4% and profit before tax increasing from £943,000 in 2014 to £2.8 million last year (2016) on turnover up from £61m to £77m.
The site is currently number one for BMW used car volume in Scotland and has a new car market share of 10.2% and premium market share of 35% in its ‘area of interest’, beating Mercedes-Benz and Audi.
Its Mini market share, at 5.3%, puts it in the upper quartile (3.5% nationally). Workshop efficiency is at 101.7%, compared with 90.9% for the brands nationally.
“The dealership has a culture of not resting on its laurels,” the entry said.
In 2016, it introduced a digital sales adviser to the sales process and created a digital team to handle and relate to the needs of the digital customer.
All sales executives were trained and targeted to respond quickly with a personal video introduction, followed by a qualification call and a video presentation of the vehicle the customer is interested in.
The dealership’s goal is to drive lead conversion from an “inconsistent” 39% in 2015 to 55%.
“We consistently communicate from a group and sites level every day to keep colleagues updated on progress and future events,” the entry reads.
“We still have operational goals to achieve. A challenge of continual improvement is set out to every colleague.
“This encourages new initiatives and processes to ensure we evolve and are at the forefront of the motor retail market.”
Luscombe Suzuki Leeds
Stafford Land Rover (Swansway Group)