RMB Darlington’s general manager Paul Walker recruited British Touring Car Championship (BTCC) racing driver Max Coates to deliver a Fast and Furious handover experience for a motorsport mad customer.
Petrolhead and Renaultsport Megane RS buyer Mr McDonald visited the Yarm Road dealership for the traditional unveiling and handover of his new performance car pride and joy late last month.
But when the sheets were pulled back to reveal the Renault hot hatch, RMB-sponsored racing driver Max Coates was waiting behind the steering wheel and ready to present a beaming McDonald with two tickets to the BTCC at the Croft racing circuit.
Giving some insight to the background to the memorable handover event, Walker told AM: “We sponsor Max and as part of the relationship, we did an open evening last year after he won the Croft Race. The evening showcased his car, the trophy and a driving simulator.
“We invited our customers down, and avid Max Coates fan Mr McDonald came along. He made inquiries on the RS and Max was keen to give him something a bit special.”
Walker explained that it was the second RS sale and the first delivery since the BTCC customer event and the dealership wanted to do something to commemorate the occasion.
“With this specific sale it all just fell into place. It all felt right,” said Walker.
“His part exchange was an RS so it was perfect. If there was ever a customer you could have done it on and it work, it’s this guy.
“We often try to send videos to customers to add a personal touch, and we always endeavour to go above and beyond with special handovers like this one.”
The video which has since gained 101,649 views and 1,384 likes has proven to be a success on social media, enhancing the dealership’s online presence.
Walker said: “Since posting the video we have sold an additional two RS’ and has really helped with the marketing side of our business.”
Walker is certain that RMB Darlington will continue to “think out of the box” with it’s video marketing.
“We are half way through coming up with a limited edition Max Coates Clio, and we like to try to think of different and quirky stuff. Once the Clio is finished we will get Max over to the showroom and do a special unveiling video.”