RRG Group has become the latest addition to the Mazda MyWay network after establishing the test drive concept in the Greater Manchester area.
AM revealed that the Salford-based AM100 retail group were tyo be among the first Mazda UK franchisees to take on the low-pressure test drive concept which sees vehicles delivered to potential customers homes and businesses for the purpose of a test drive.
With RRG the service will also boost the convenience of aftersales for customers in the Greater Manchester area – making home collection and delivery possible.
The group has followed the lead of Hendy Tunbridge Wells, in Kent, which launched its MyWay service in September, to become the brand’s second approved MyWay retailer.
“We are delighted to launch Mazda MyWay in Manchester as it’s a great way to help customers connect with Mazda in this vibrant city,” said Thomson.
“The RRG team have already built a strong reputation with customers and now we want to help them offer more choice and convenience in the car buying process by bringing a Mazda to the door of customers in Greater Manchester.”
Launched in 2015, MyWay had been wholly supported by Mazda prior to this summer.
Under Mazda UK, MyWay employed 10 “brand champions” similar in concept to product geniuses that are used by brands like BMW, Honda and Kia, where the onus is on customer service and product knowledge, rather than sales.
Managed by a team of three, the ten-strong MyWay team were all based remotely across the 22 London boroughs, operating on a completely commission-free basis as they conduct test drives and make sales.
Thomson said: “I was very conscious that we had to have proof of concept before we took this to the network and we now have that. We’re handing over all that we’ve learned and there will be no rise in retail targets for MyWay dealers.”
Mazda’s MyWay scheme was designed to offer a first-class customer experience to the more than 40,000 central London retail car buyers not currently within easy reach of a Mazda dealership.
Three years later this innovative consumer focused scheme has delivered more than 400 cars in the capital.
RRG Group will bring the service to a geographic area with around 1.2 million homes in Greater Manchester which Mazda described as “currently geographically underserved by a physical Mazda dealership”.
Arran Bangham, vice-chairman of RRG Group, said: “We are excited to offer this flexible, personalised service to customers across Greater Manchester. While our dealership-based offering works for many customers, we know that others would like a more flexible approach.
“Our Mazda MyWay service ‘brings Mazda to your door’, making the process of buying or owning a car effortless and enjoyable.
“Our dedicated Brand Champions also ensure the exclusive service continues through to ownership, with the RRG MyWay team working around the customer’s schedule.
“The Brand Champions will collect the car from a customer’s home or workplace when it needs servicing. Once the servicing is complete, RRG MyWay will deliver the vehicle back to the customer at a time that is convenient for them.”
Bangham added: “Mazda MyWay is turning the car-buying process on its head with flexibility and personalised service at the core of the new initiative.
“Customers can request to test drive a car on the roads they drive on regularly, plus the RRG MyWay team can provide part-exchange valuations and new car specifications wherever the customer chooses”.
Dealers selected to be accredited Mazda MyWay partners need to satisfy a rigorous application of customer satisfaction standards.
Like the London MyWay scheme, each accredited dealership will have dedicated Brand Champions who will deliver a new personalised car buying experience.