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AM Awards 2018 – Best Used Car Performance – Drayton Kia

Darren Bradford, general manager, Drayton Motors, collects the  award from Martin Peters, sales director, Autoclenz Group, right

A 38-day average stock turn, a return-on-investment of 141% and a near-perfect customer service score put Drayton Kia ahead of its rivals in the Best Used Car Performance category.

The award is the culmination of five years of hard work and a determination to take a fresh approach to used car retailing. Standout factors include the Lincolnshire-based dealer’s introduction of a ‘price match guarantee’, ensuring that if a customer finds an equivalent vehicle within seven days of purchase Drayton Motors will give them back the difference.

To further ensure customer satisfaction, as well as manage space constraints at this rural dealership, Drayton has a three-day rule for new stock – cars cannot take longer than this from acquisition to being presented on the used car pitch. A prep centre ensures all cars are at the highest standard.

These two factors, plus a culture of continuous training to ensure staff are confident in their product knowledge and brand standards, have contributed to the business achieving a customer satisfaction rating of 98.8% on JudgeService.

Drayton Motors also takes an innovative approach to marketing, through advertising on Sky television in its area of influence. General manager Darren Bradford said this was a bold step, but one that has set it apart its competitors around Boston.

Such has been the business’s success that its speed of growth has seen it buy surrounding land, expanding its used car lot from 15 cars to up to 65 in four years.

On why he believed Drayton Motors should win this award, Bradford said: “I truly feel my team deserve the solid recognition for all the hard work they have put in over the past five years.”

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