Perrys Mazda Canterbury has delivered profits from the word go with a brand new site that started sales in October 2018 and fully launched in April last year.
The group received little information from the previous franchisee for Canterbury when it took on the franchise, so it had a standing start.
Perrys engaged in a variety of marketing activities to help build a database of 2,500 customers. It captured details through its service team on safety recalls, invited customers to spend 10 minutes in the showroom for £10, in addition to social media activity, marketing campaigns and free car washes on Saturdays for local customers.
The strategy worked and the dealership is now running at 2.7% return on sales. It has sold 110 new and 133 used cars since inception, as well as 201 service plans. It also increased its average service hours sold per month by 64% in its first full year to 243 hours. This has resulted in an impressive overhead absorption rate of 206%.
There are standout details that make this showroom different. It has a Zen-themed water feature at its front with a pond full of koi carp to tie in with Mazda’s Japanese heritage.
It also features an integrated presentation screen that can be used by dealership staff, but also by local businesses and trade clubs, allowing the business to forge new relationships.
The showroom was launched with an interactive evening for customers and their guests with an origami workshop and an indoor putting green competition.
Perrys had also commissioned ice sculptures and offered Japanese sweets, alongside locally sourced food and drinks. A fireworks display finished off the celebrations, culminating in a joint Perrys and Mazda logo grand finale.
Highly commended: Just Nice Clean Cars, Johnsons Mazda Gloucester
Finalists: Johnsons Mazda Gloucester, Just Nice Clean Cars, Mackie Motors MG, Perrys Mazda Canterbury
Award sponsored by: Rapid RTC