Buy right, prepare right, sell right. Wrexham Volkswagen’s simple mantra has helped it rise to the top of the franchised dealer used car crop in this year’s AM Awards.
The business has gone from strength to strength and its used car business has outperformed a difficult market in the UK with a franchise that has had a challenging past few years.
The dealership stocks 65 vehicles on site at any one time, including pre-registered, ex-demo cars and non-franchise used cars, the latter of which has provided a big boost to revenues.
The business has developed its VW relationship to ensure a steady supply of product and uses Swansway Group’s used car brand, Motor Match, to resell used non-franchised cars. The team is stable, committed and led by Gary Wood who is a Swansway veteran. The team has also capitalised on having a Welsh speaker on the team, which is providing a source of enquiries and sales from across Wales.
Strict digital processes have been a key component in the dealership’s used car success, with stock uploaded immediately with high quality images and video content.
Average used car margins per unit are strong and the dealership has impressive levels of used car finance penetration and stock turnover. Finance renewals for used cars is also outperforming the top 25 VW dealers in the UK network.
Overall customer satisfaction scores for used cars are truly exceptional at 4.96 out of five, putting the dealership in the top 10% for VW in the UK.
The judges were impressed with the high level of return on investment the used car business has been able to produce.
Wrexham Volkswagen has shown what is possible by doing the right thing for customers and adapting to a local market with the team delivering robust profits 370% above target.
Finalists: Luscombe Leeds, Perrys Chesterfield FordStore, Vertu Honda Doncaster, Wrexham Volkswagen (Swansway Garages)
Award sponsored by: 1link Trade Buyer
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