Car Dealer Magazine: Issue 13

CarDealer.

[ USE TEXTS TO BEAT THE RECESSION p48 ]

Issue 13 | April 2009 | CarDealerMag.co.uk

Driving the future of the motor trade

Focus

FORD’S HOTTEST HOT HATCH EVER! PLUS! Bag bargain Motorpoint part-exes | Geneva Motor Show review

WIN!

Replica

Lewis Hamilton

F1 helmets p52

Bangers4BEN: The epic trip

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LATE

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FIGURES ES p 65

Issue 13 | April 2009

IN the depths of a recession, charities are one of those hardest hit. The last thing most of us want to do when we’re struggling to pay our own bills is hand some cash over to others – and that means many vital causes are struggling.

This month the Car Dealer team has been on a fundraising drive for BEN, the automotive industry charity. As you may know, if you followed our progress at CarDealerMag.co.uk, four of us bought bangers with the aim of driving from Portsmouth to John O’Groats and back again.

We now plan to sell them and hand the cash to BEN. I won’t spoil the story – it starts on page 24 – but suffice to say it was eventful!

But while it may seem like a jolly boy’s outing and a chance for four of us to get away for the weekend, there was actually a serious message behind the fun and games. BEN – the automotive industry charity – is struggling. And that’s because its revenue streams are being hit from all quarters.

BEN receives money from car manufacturers in the UK every time they sell a new car – but as

registrations slide, so does this funding line.

Another big source of cash is generous members of the trade – salesman and dealer principals just like you – handing over a portion of their wages to the charity. But here too, as more people in the industry lose their jobs, revenue is being squeezed.

And this comes at a time when calls to the charity – which offers help, advice and support to members of the motor trade that have fallen on hard times – are up 20 per cent.

The work BEN does is far reaching and absolutely vital to the motor industry, and it needs our support, even in these tough times. I’m not going to bang on and plead for cash throughout the issue – just this once. So, if you enjoy the feature and can spare a few quid, all I ask is that you log on to our dedicated web page and pledge a few bob. Go to www.justgiving.com/bangers4BEN and the cash you pledge will go directly to the charity.

We aim to be adding quite substantially to the total when we sell the cars, but any help you can

give will be very gratefully received.

Finally, I want to say a huge thank you to all those companies that helped us put Bangers4BEN together – we couldn’t have done it without your help! Now we’ve just got to come up with a new idea for next year. Vans4Stan? Tanks4Frank?

Bikes4Mike? Ok, enough…

So, what else have we got for you this month?

Well, my favourite of the lot has to be the Focus RS road test (p34). I stupidly sheIled out on a Focus ST at the end of last year and as soon as I saw pictures of the new RS, instantly regretted it.

After reading our road test I want one even more.

Meanwhile, deputy editor Rich has been reporting from the Geneva Motor Show (p8) and we’ve got loads of news for you on the cars that’ll be in your showrooms soon. I hope you enjoy the issue.

James Baggott, Editor

‘It’s a thrill to drive and can take on Porsches? No wonder UK dealers will sell half the production run for the whole of Europe.’

Road Test: Ford Focus RS, p34

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ignition Issue 13 | April 2009

‘Lagonda returns to the UK with a shock SUV – and many have hailed it the star concept of the show.’

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Auction4Cars.com

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Geneva Motor Show

11 13 14 16 18

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Motorpoint’s unique new site

Richard Aucock on the star cars

Cayenne diesel

‘Engine will be our 4x4 bestseller’

We’re listening

Audi chief is all ears for dealers

Abarth on target

Marque meets dealer goals

Hyundai’s fleet plan UK MD wants slice of fleets

Blue Rewards update £50k kickstart fund boosts trade

Geneva Motor Show, p8

20 22

New Skurrays owners Big Mike on bangers

forecourt 24

BANGERS4BEN

33 34 36

Cult Car: Jag XK-RS Ford Focus RS Sales Legends: Renault 5

Part one of our epic journey

features 38

Compucars

Lowdown on sales website

41 43 45 47 48

Right Click Servicing Dot Com LCV Insight Gr8 ideas Why you NEED text marketing

51 52

On the Spot WIN Lewis lids!

Hamilton helmets up for grabs

54 58 64 65 66

Products Auctions HPI Valuations SMMT sales figures Sub-Prime Time

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Fed up with paying other people to auction its part exchanges, used car giant Motorpoint came up with the perfect solution. Set up a new company and start holding the auctions themselves. Richard Aucock investigates

W

e all know just how successful Motorpoint is at the moment. The car supermarket is breaking record after record, proving to the doomsayers that cars will still sell – if the price is right. That’s great for them. Question is, what’s in it for you?

More than you perhaps first think. See, Motorpoint is not only selling record numbers of

cars – it’s also taking in record numbers of part exchanges, too. And how do you move all those cars on? Via auction houses, normally.

But what, thought one of Motorpoint’s directors in the summer of 2008, if the company could auction the cars itself? Tap into its huge following and sell all its part-exes through a dedicated online auction website? This, in a

nutshell, is how Auction4cars.com was born.

Neil Prescott is the man in charge. ‘It made huge sense,’ he revealed. ‘Why pay auction houses upwards of £1m a year in fees, when we could do it ourselves? After all, we’ve got the name – why shouldn’t we use this to offer benefits to the trade, too?’

The premise, explains Prescott, is simple. As, by

‘It works just like a regular, and increasingly familiar, online auction.

All Motorpoint’s trade-ins are listed, with full details and images of each car.

As buyers won’t physically be seeing the cars, the company includes an exhaustive condition report.’

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Getting to the point: (l-r) Anthony Wilson, Neil Prescott, James Faulkner and Ben Wall

doing this, Auction4cars. com is saving so much money in auction fees, it’s able to be totally fee-free to dealers, too. That’s right. £2,000 cars do indeed cost exactly that if you bid the winning figure. Not £2,100, once fees have been added on.

It’s simple, says Prescott. ‘We’re doing it all ourselves – and not paying someone else to do it.

That’s how we’re able to offer no-fee sales.’ He confirmed that no plans were afoot to impose fees in the future, either. This is here to stay.

It works just like a regular, and increasingly familiar, online auction. All Motorpoint’s tradeins are listed, with full details and images of each car (Car Dealer’s taken a look: believe us, it’s addictive). As buyers won’t physically be seeing the cars, the company includes an exhaustive condition report, too. The validity of this has been key to its success during initial trials.

‘We initially ran the trial at our Derby site; Peterborough joined soon after,’ he said. ‘We

started it last October – and within seconds of the website going live, the first car was sold!’

Reports right away indicated our condition reports were a key part in this. These are the result of a person physically checking the car, making full notes, photographing all aspects, everything.

‘Indeed, feedback soon started to filter back that our condition reports were too inclusive!’

As the cars are part-exchanges, rather than prepared-for-auction motors, many are sold as seen. Prescott says that if there’s any damage, it’s not repaired – rather, fully photographed

for dealers to judge for themselves. This is how prices are kept low. And this is what the initial trials soon revealed to be insatiably tempting for dealers.

‘Things have developed so quickly, we’re now selling 150 cars a week through Aution4cars. com,’ says Prescott. ‘And we’re having a 100 per cent conversion rate! Dealers are also registering all the time – right now, I’ve just had another four send details over, and that’s just for today.’

He emphasises that it’s a trade-only service.

‘Only VAT-registered dealers will be accepted, which means Joe Bloggs won’t be distorting the marketplace. We want dealers to come back time and again, so we make it as easy as possible,’ he said.

Two means of buying cars are available to dealers via the service. They can use the traditional online auction, where buyers ‘virtually’ try to outbid one another before a specified end time. But there is also a ‘Buy It Now’ button – so dealers can snap up the right cars straight away.

It’s proving extremely popular. ‘50 per cent of cars are sold using the Buy It Now button. It means that car is secured for dealers, which is perfect if they have a customer request for that particular car. This is unique to us, too.’

Indeed, it’s another reason for Auction4cars. com’s massive success. ‘Things really have snowballed,’ said Prescott. ‘So much so, we plan to bring it out nationally as soon as possible.’

This will ultimately mean all Motorpoint’s trade-in cars are sold using the online auction service – solving delivery issues for dealers far away from Derby. In short, their local Motorpoint will carry the cars they’ve just won on auction.

At very tempting prices indeed. Given Motorpoint’s sales success recently, it’s definitely an area worth exploring for the source of your next restock, too. [CD]

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dashboard First look at cool new VW Polo

VOLKSWAGEN took the wraps off the new shape Polo at Geneva.

We’ve already got a feel for it – the platform is the same as in the excellent new SEAT Ibiza – and the familiar VW understated quality of design is much in evidence with this car.

High tech features include DSG gearboxes and special direct-injection engines. The interior will be high-quality, although the SEAT will still offer a better level of equipment.

Rolls-Royce 200EX officially unveiled

ROLLS-ROYCE showed off its new ‘baby’ which is based on the big BMW 7-Series.

It has rear-hinged ‘coach’ doors like the Phantom, a lavish cabin, and a price tag circa £200,000.

This car has a big V12, but could it emerge as Rolls-Royce’s first-ever diesel? No-one said no...

Yeti spotted out in the open at Geneva

LIKE sister company VW, Skoda also had an all-new car – the Yeti crossover. Skoda’s rival to the Nissan Qashqai, it’s likely to be cheaper, and is even more distinctive.

The model has optional four-wheel drive and dealers will welcome the hip young customers it aims to attract.

Stay up to date every day at CarDealerMag.co.uk

Lagonda is back – with a shock SUV! Stunning concept of the show goes to reborn marque LAGONDA is returning – and it’s with an amazing SUV concept that’s going to take on the new Rolls-Royce!

Aston Martin chief Dr Ulrich Bez stunned the crowds at Geneva by unveiling what many hailed as the concept of the show.

Pencilled in for production in 2012, the new motor is based on Mercedes’ massive GL SUV. It packs a huge V12 engine, has a roomy and lavish interior and the most amazing body we’ve seen.

The front is tall, vertical, dominant, with a massive grille that’s just unmissable.

The side lines are clean and pure, on a scale that dwarfs even adults standing alongside it.

And the rear? With its stubby tail and shallow, rectangular rear window,

Shock Lagonda SUV concept will take on Rolls-Royce it’s just like something out of a black and white mob film – and all the more cool because of it.

Why is it here? Because, Dr Bez told us, Aston Martin is, and will remain, a sportscar maker. This means the cars are limited in practicality, in ground clearance and in drivetrain options.

There are 200 countries in the world, he said – Aston is represented in 32 of them.

But there’s potential for sales in more than 100.

This is why the Lagonda is a four-wheel-drive SUV, with lots of ground clearance and easy access. It’s almost intentionally designed not for metropolitan Western Europe cities. In time, there will be diesel, flexfuel, even hybrid versions too.

It goes on worldwide sale in 2012, perfectly timed for the hoped-for global recovery. And price? Think Rolls-Royce level...

Bentley: We’re still standing BENTLEY is still standing, sales chief Stuart McCullough told Car Dealer at Geneva.

And while times are challenging, the Bentley head is confident the maker has reacted in exactly the right way.

‘We recognised back in summer 2007 that something was wrong,’ he said. ‘GTC sales were lower in the US than we predicted – which didn’t feel right. By June 2008, we could not delay any longer. We had to cut production.’

But, he says, this is helping dealers: ‘We always want to be in the position of making one car less than the market demands.’

He was speaking at the launch of Bentley’s fastest ever model, the Continental Supersports.

S

Girls of Geneva

Lamborghini’s new model

On a generic car stand...

Electric Vauxhall reality in 2011 One-77’s 700bhp!

COULD this be the most significant car of the show? Vauxhall dealers will be getting a version of the Opel Ampera, pictured below, in the usual Vauxhall-Opel manner, ‘some time in 2011’.

It’s not a hybrid, though. It’s an E-REV – that’s extended range electric vehicle. An electric motor alone powers the car for 40 miles, until the batteries are depleted. Then, an engine takes over. As most people’s journeys are less

08 | CarDealerMag.co.uk CarDealerIss13.indd 8

...Richard Aucock reports from the Geneva Motor Show

than that, this means there’s more than enough engine-off, emissions-free daily driving for the majority.

Then what? Well, you plug it in to recharge the batteries. The engine doesn’t do this, unlike a conventional hybrid.

Results? 176mpg and an amazing 40g/km of CO2. We reckon it’s the future, finally making electric cars viable.

ASTON Martin revealed its £1m One-77 will boast a mighty 700bhp at the show.

The first car – chassis number one – was on display and the maker said it had achieved its power goal from the 7.3-litre V12 powerplant.

Nissan needed help...

Above, at the Alfa Romeo MiTo GTA launch

Model helped unveil new Lexus

More: Bentley Continental Supersports p16 | Aston Martin DBS Volante p18 6/3/09 09:52:57

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Cayenne diesel will be 4x4 best seller Porsche chief believes new Cayenne diesel will soon become top-selling engine in 4x4 for marque

Burgess

PORSCHE chiefs believe the new Cayenne diesel will be their top selling 4×4 model within months of its launch.

At the unveiling of the key new car near Slough, Berkshire, at the end of February, the sportscar manufacturer revealed it already had 120 confirmed orders for the diesel.

‘It will rapidly become the top selling Cayenne,’ Wayne Darley, the marque’s brand communications and strategy manager told Car Dealer.

‘We’re very pleased with the levels of interest in the car. The dealer response has been fantastic too. Our retailers were often told by their customer base that a diesel was what they wanted.

‘We did once say that we wouldn’t do a diesel, but those customer demands helped us change our focus. We responded quickly to get the Cayenne diesel to market too – in fact it took just 12 months – and dealers are very happy to see it.’

The Porsche team are confident a large number of sales will come from conquests from other manufacturers.

‘A lot of buyers are waiting to try the new car before

Cracking start to 2009!

MANHEIM’S vehicle remarketing arm VRS has had a recessionbeating start to 2009.

The firm has reported sales up an impressive 50 per cent.

‘There is clear evidence that many more franchise dealers have focussed on the used car market this year as a primary profit stream,’ said VRS MD Lewis Arthur.

Just checking How to rediscover the joy of motoring in a recession Survey suggests VAT cut isn’t working committing to buy,’ said a spokeswoman for Porsche. ‘We are rolling out a 24-hour test drive programme on March 16 and have had a fantastic take up on this.’

Dealers have already been shown the new diesel and had the opportunity to test it back-to-back with rivals from BMW, Mercedes and Audi at a retailer event held at the marque’s new facility at Silverstone.

JAMES BAGGOTT

Will dealers get own bank?

CAR dealers may soon get their very own bank if shock plans by dealer body the RMIF come to fruition.

The groundbreaking proposals would see the RMIF bank provide dealers with a finance stream to help buyers fund new cars.

Finance would come through the RMIF joining an existing bank to establish a standalone finance service for car dealers.

This would be ring-fenced and guarantee credit to car buyers.

Only RMIF members would be able to use the facility, which is currently being put to the government.

‘The current economic situation has made it clear that the retail motor sector would benefit from having its own source for consumer finance,’ said RMIF chief executive Rob Foulston.

This story was first broken on our website CarDealerMag.co.uk. It’s updated daily!

Y

ou don’t need me to tell you times are hard.

We know they are because every time we turn on the telly, some prophet of doom is banging on about the recession. Thanks TV bigwigs, that’s duly noted, now do you mind if we get on with our lives?

I, for one, have found it harder and harder to find the thrill that I used to get from my car, so this is a call to arms for everyone in our industry to put some fun back in to motoring.

Much to my delight I stumbled upon a new BBC series ‘The Joy of Motoring’.

Settling down with a ‘Maybe cuppa, this series has made me sit up and we should remember why I fell in love with the motor industry in remember what the first place. made us all fall Of course, my enjoyment in love with cars was helped by the fact that the presenter is often seen and the motor cruising through picturindustry in the esque villages in a neverending stream of seriously first place.’ sexy cars.

I began to muse about the thrill of my first car – a Vauxhall Viva – never has a car made me so happy. At last, I was free to enjoy the open road, go out with my mates and experience life behind the wheel.

Those of you that know me well will know I love speed and thrills. I’ve pushed myself close to the edge in speed boats and practically dragged my arms out of their sockets on kite buggies. But I love nothing better than driving a hard bargain for a new set of wheels.

That’s what it’s all about: selling dreams and getting out there having fun. But the trouble is it’s all too easy to forget that.

Just remember that the punters are out there, and the latest figures seem to suggest they are still buying. They may be choosing smaller and older cars, but the point is that they are still buying.

Maybe we should remember what made us all fall in love with cars and the motor industry in the first place – the feeling of power, the freedom to travel and the exhilaration of the open road.

Well, I’ve just taken delivery of a new snowboard, so I’m loading up the car and off to enjoy myself.

Who is Daniel Burgess?

Daniel is automotive director of HPI. Find out more about HPI‘s services by logging on to www.hpi.co.uk or call 01722 422 422

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dashboard EXCLUSIVE INTERVIEW:

Audi chief: We listen to our dealer network UK managing director tells Richard Aucock profit for his retailers is vital AUDI’s commitment to raise dealer standards need not be a financial burden, says boss Jeremy Hicks.

The UK managing director spoke exclusively to Car Dealer and praised dealers for ‘transforming’ themselves in recent years.

In a call to arms he stated he wanted this development to continue and said it would not be at the expense of dealer profitability.

Hicks assured dealers that only ‘common sense’ standards are demanded in its agreement and this will ensure retailers have more flexibility in balancing their books.

He highlighted demonstrators as an example: ‘We used to be strict – demanding every retailer carries a test car of each model in stock. Now we’ve adopted a market area approach. Where a dealer has connected sites, a single low-volume model such as the A8 can serve as a demonstrator for all. However, what’s interesting is that some are saying no – they have to have their own Q7, for example. But it’s important that they have the flexibility.’

Hicks, pictured right, says the network transformation over the past five years has been dramatic. ‘We’re now on to our second generation of dealer builds, after the hangar-style initial sites of the post-VW split in the mid-90s,’ he said.

‘At the time, people said these were too big for Audi. Now,

Tew Net gains Finance is out there despite what many might think...

The TT-RS was unveiled at Geneva show many retailers are finding they’ve outgrown them.’

Hicks added that he believed Audi is the most attractive franchise to have in the UK. Why? Simple. ‘You become an attractive franchise if you can generate a good profit,’ he explained.

It’s a mutual relationship. Audi UK needs its dealers as much as they need them.

Which is why he is so keen to maintain dealer profitability.

‘Every decision we make sees us consider dealer profitability,’ he added.

‘We have, for example, introduced specific aftersales growth targets, and used car growth targets. This doesn’t make Audi UK any money – but it does help the dealer.’

Audi will launch 10 new cars in the UK during 2009 – which means busy times for dealers.

And, crucially, more profit opportunities.

Saab restructuring plan given positive spin SAAB has filed for ‘reorganisation’ in Sweden – the equivalent of Chapter 11 bankruptcy in the US. The board of the Swedish carmaker – owned by troubled US giant General Motors – filed for the protection from its creditors after a meeting last month.

The ‘reorganisation’ procedure in Sweden is said to be akin to Chapter 11 bankruptcy in the US allowing the firm to restructure.

Saab’s board held an extraordinary meeting to decide the move, which comes after the Swedish government rejected GM’s call for aid.

Saab managing director Jan Ake Jonsson said the move was ‘the best way to create a truly independent entity that is ready for investment’.

‘Reorganisation will give us the time

and means that help get new products to market while minimising the liquidity impact of Saab on GM,’ Mr Jonsson said, referring to the company’s plans to launch three new cars this year.

The ‘reorganisation’ process means More on the Saab crisis: search for ‘Saab’ at CarDealerMag.co.uk the company cannot pay off any debts built-up before the filing was made.

Saab has issued a statement in the UK with a positive slant on the move saying it will allow the business to become ‘fully independent’.

‘The reorganisation is a self-managed, Swedish legal process headed by an independent administrator appointed by the court,’ said the statement.

C

ar dealers: you are missing out on an opportunity!

Because, really, it’s not as bad as your customers may be thinking. Most finance companies, despite what your customers are reading in the paper, are in not too bad a state. Indeed, you’re probably already seeing one result of that in terms of POS finance sales since the start of the credit crunch: they’ll have gone up.

That’s because of the lack of personal finance – note this differentiation carefully! This is the part that is being so badly hit by the crunch. So, customers will be turning to you instead, to fund their next vehicle. But are you taking full advantage of this?

Tell me, why has the housing market plunged? ‘People are Because people can’t get battening down mortgages. The credit crunch is just what it says – the hatches, but less credit, meaning fewer what does this transactions. Because, it’s credit that keeps actually mean? It thing turning over. Really, means they don’t though, it’s not as bad as want to commit.’ people are making out.

This is the prime opportunity for you. Promote your finance, because YOU can get it for customers – and there’s a fair chance they can’t get it anywhere else. You should be telling them that they’re far more likely to get approved with you, than if they try to do it themselves.

Mind you, don’t forget, many customers will be embarrassed by the fact they can’t get finance. They may not want to come along and tell you all their personal business. This is where your promotion is so vital.

So, are you promoting finance prominently enough on your website? Have you still got it buried deep within, where people can’t find it?

What you should be doing is flagging it up on the front page – prominently. Shout – finance is available! Promote all the associated tools – buttons, calculators, anything to show people credit is there, and how affordable it is.

Burying it means you’re missing a chance. Make sure you do this in your print advertising, too.

People are battening down the hatches. But what does this actually mean? Really, it means they’re not making commitments. And the harder something is to do, the easier it will be for them to say no. If you demonstrate how easily you can get credit – and prove to them how affordable you can make a new car – then there’s a good chance they’ll buy!

Who is James Tew? James Tew is managing director of Codeweavers.

Learn more about how he can help you at www.codeweavers.net or call 0870 443 0888.

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Abarth has beaten UK dealer targets already

Henstock Auction stations Recession, residuals and your used car operations

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CA recently launched a new report with Professor Peter Cooke on ‘Recession, Residuals and Used Car Operations’. The title may be a mouthful but it is a very timely publication that highlights strategies for any organisation involved with buying or selling vehicles under recessionary economic conditions.

Cooke, who is professor for automotive management at the University of Buckingham, sets out how he sees the used car market in the next few years. He believes there will be opportunities for retailers who read the used vehicle market well and meet the demands that are coming from motorists – whether these are messages over economy, performance, ‘The most specification or cost.

The key message for successful dealers and used car specialists is to understand retailers will be the fundamental changes those that in the used car markets significantly and how they might look for segments to exploit. increase As Cooke says ‘used cars their used are not just for the boys’ and highlights that nearly car sales.’ half of all used purchases are now made by women. He questions if all retailers are managing the gender gap – do they have a clear policy for female buyers? Is marketing aimed at women too?

Then there is the ‘demographic time bomb’ set to hit many mature economies – an ageing population. Many motorists will keep driving well into their 80s, possibly changing their car two or three times post-retirement age.

The over-65s have doubled their percentage of used car purchases in 20 years, but who is meeting their needs?

The report also focusses on the importance of inventory management in recessionary times. Stock turnover should be shortened to 45 or even 30 days when prices are falling.

Part-exchange cars should be evaluated immediately and prepared for retail or traded within 48 hours.

If the number of new cars going into the market is falling – and SMMT predictions suggest this will be the pattern in the immediate future – then used market demand will be centre stage for dealer profitability.

He concludes: ‘Faced with fewer sales opportunities, the most successful retailers will be those that significantly increase their used car sales and finance conversion rates.’

The report is available free of charge to BCA account customers from BCA’s Auction View portal on its website auctionview.co.uk.

Who is Simon Henstock?

Simon is UK network operations director for BCA. Find out more at www.bca-europe.com or call 0845 600 6644.

Abarth chief tells Car Dealer marque has beaten its target of 15 dealers – and more are asking to join all the time ABARTH now has a network of 16 dealers across the UK – beating its target of 15-plus by the end of 2008.

At the launch of the Abarth 500 in Poole, the head of the brand in the UK, Ivan Gibson, said he was very happy with the network put in place.

‘It gives us good coverage across the UK and helps us offer the best service to our customers,’ he said. ‘Even in these tough times for the industry, we are still receiving enquiries from dealers because they want to be part of something special.’

Gibson also confirmed those 16 dealers had already taken orders for 60 per cent of the UK’s 700-car allocation.

Offered in two guises, the Abarth 500 comes in ’standard’ 135bhp form, which will hit 60mph in 7.9s and costs £13,600. And a spicier version, the Esseesse – pronounced Esess-A – ramps up the power to 160bhp and

will hit 60mph in 7.4s. Some 55 per cent of the orders already taken are for the hotter model, added Gibson.

Abarth sites have to be standalone sites and have their own dedicated showroom – and Gibson added not all of the 16 are current Fiat franchise holders. ‘12 or 13 have Fiat as part of their group,’ he said. ‘But there are some that have taken Abarth on its own.’

And if the brand is to be taken on its own merits, it needs its own unique models, suggested the firm’s PR manager to Car Dealer.

Often seen as Fiat’s ‘AMG’ or M-Division, there were suggestions that a completely unique-to-Abarth model could be around the corner. ‘A lot of people refer to the new car as the Fiat 500 Abarth – and that can be annoying,’ said the spokesman. ‘I think that would be solved by a unique Abarth car.’

JAMES BAGGOTT

Motors.co.uk’s huge campaign to support dealers MOTORS.CO.UK has launched a £6m marketing campaign to support car dealers during these tough times. The campaign will provide dealers with much greater exposure for their stock.

The drive follows a record start to 2009 for the business which saw both increased site traffic and a record number of sales enquiries delivered to dealers. More than 1,000 sales calls were generated for dealers advertising on the site in just one day with phone calls to dealers increasing by 54 per cent in the past year.

The new marketing drive from the Daily Mail-owned website will cover national and regional press advertising, online digital advertising, TV and a series of regional events that will

use Northcliffe Media’s network of 113 regional newspaper titles to further promote the brand.

Katie Armitage, marketing manager for Motors.co.uk, said: ‘In the current economic climate dealers need cost effective routes to advertise and shift

£6,000,000

...amount Motors.co.uk is spending on marketing drive

their stock and we have seen such a stellar start to the year because Motors.co.uk helps them achieve this. Our new marketing drive is designed to further support dealers in these tough times.’

Read Helen Rapp’s thoughts, p16

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YourCarLoan

- Easy to integrate into your existing web stock module - Calculations available from many of the UK’s leading finance companies - HP, Motor loan, Lease Purchase and PCP quotations based on your chosen sell out price - Proposal forms for all customer types which integrate into your preferred lenders systems - Lucro – Part of the service that gives you access to our unique multi-lender point of sale system - Pre-built solutions from both Codeweavers and our media partners

w: www.codeweavers.net/yourcarloan e: enquiries@codeweavers.net t: 0870 443 0888 f: 0870 443 0889 CarDealerIss13.indd 15

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dashboard EXCLUSIVE INTERVIEW

Hyundai planning to roll out fleet scheme Korean firm aims to boost sales by increasing dealers’ share of fleet marketplace

Rapp Marketing Our Blues Buster campaign will help cheer people up

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loom, gloom and more gloom. I felt chirpy until I scanned this morning’s news. When so much you read is downbeat, it can be hard to stay positive. But there are reasons to be cheerful, so let’s unearth a few.

First, we know new car sales are in the dumper. But for used cars, the picture is rosier. For those lucky enough to be in jobs, cheaper mortgages, falling food and clothing prices, cuts in energy costs and cheaper fuel free up a few quid in the budget. And, with prices for second-hand vehicles as cheap as they are, many are turning to snatch a bargain. We know that, for many of you, sales have come fast and furious lately. And those prudent enough to pitch prices realistically, settling for relatively slim margins to shift stock, have done well.

But customer confidence is key to keeping sales flowing. Here at Motors. co.uk, we’ve responded to that need with our ‘Blues Busters’ campaign.

Because it’s nice to be nice, we’ve sent teams of helpers to tour the country, performing acts of random kindness. They’ll be putting the smiles back on drivers’ faces by waving them into parking spaces, helping with change for meters and providing free screen scrapers for icy mornings.

We know how hard you work to draw customers. So we’re backing that effort, using the money-muscle of Motors. co.uk’s owners – the Daily Mail General Trust. We’ll be running adverts in the national and regional press, online advertising, TV airtime and a series of regional events that’ll tap in to the power of 113 Daily Mail-owned regional newspapers to draw customers to our site. And when buyers visit Motors.co.uk, the cars they’ll see will all be yours.

For us, site traffic to our network doubled last year. To match this – and improve our service to you – Motors.co.uk has doubled the size of its sales team. And no fewer than 11 manufacturers have endorsed the site. This means franchised dealers get a special deal – and big savings – when they advertise, while their stock appears on the site under the manufacturer’s banner, adding weight and cred.

Like you, we believe it pays to stay positive – to look beyond the gloomy headlines. Read ’em, by all means – but remember that, beyond them, there’s enough to keep us smiling. Have a good day – and sell some cars.

‘Like you, we believe that it pays to stay positive and to look beyond the gloomy headlines.’

Who is Helen Rapp?

Helen is UK product manager for Motors.co.uk.

For details of the services Motors.co.uk can offer motor traders you can call 0845 265 5502

FLEET car sales in the UK take over half the market – yet Hyundai only commands a small portion of that.

But company MD Tony Whitehorn plans to change this by introducing a range of fleet programmes in UK dealers.

The Korean brand is introducing a small business programme which will be run through its retailers – and it will come with big support from Hyundai UK. The corporate sales network will only have to invest in a member of staff. Hyundai will supply sales leads, make marketing calls, help with a demonstrator fleet – even train the dealer if necessary.

The initial target would be local businesses.

The MD says there are lots of opportunities for the Korean brand here. But further potential is in daily rental, he told Car Dealer.

‘At the moment, we do none whatsoever – zero,’ he explained. ‘However, when handled correctly, there are benefits. It’s certainly a marketing opportunity, with customers getting a free test drive.

‘Also, all cars are sold on buy-back. We can therefore use these to help car dealers’ used

Hyundai’s Tony Whitehorn has fleet plans divisions. At the moment, we don’t have many used cars in stock.’

But it won’t be huge numbers, Whitehorn added. This will be to ensure retained values remain strong.

However, he revealed that some of the larger fleets, such as Europcar and Hertz, are actually targeting the marque – they’re asking to take Hyundais.

‘We’re taking on the Fiesta, and this is something we simply wouldn’t have been able to do three years ago,’ he added.

By the end of 2009, Whitehorn would like to see 10-15 dealers in the fleet programme, and ultimately 40 in three years’ time.

RICHARD AUCOCK

Bentley unveils its fastest ever model at Geneva

THE Continental Supersports is Bentley’s most powerful production car ever with 621bhp. This helps it hit 60mph in just 3.7 seconds and a top speed of 204mph.

But it’s capable of using both standard petrol and biofuel, so it is also the greenest Bentley ever made too!

Jardine adds third Honda dealer to portfolio JARDINE Honda has opened a new site.

Clover Leaf Reading Honda complements Jardine Motors’ two existing franchises in Ascot and Newbury.

The company purchased the Reading business from Marshall in 2006, originally operating from a Bath Road site.

Now, a former industrial unit on the Rose Kiln Lane Trading Estate has received a multi-million pound development, to create a state-of-the-art dealership – and several new jobs.

The site, just off the A33, includes a 10-car showroom, plus space for up to 50 used cars. There are also eight workshop bays and a dedicated MOT facility.

Gary Peters, franchise general manager, said: ‘We are delighted to be in the Rose Kiln Lane showroom and excited at the opportunities it represents. Early indications are that this will be a successful venture.’

This story first appeared online. Stay up to date at CarDealerMag.co.uk

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Register for a Buyer Account at:

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CarDealerIss13.indd 17

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dashboard Skoda rolls out the £70 Fabia for 09...

SKODA has gone one better than Citroen (below) by announcing a PCP deal for the Fabia at just £70 per month.

New car buyers can use Skoda Finance’s Solutions PCP, to pick up a Fabia 1 1.2 for rates starting at the headline figure.

It’s one of a raft of special offers from the Czech maker for the new reg. Jacqui Rowley, brand manager at Skoda Finance, said: ‘Every Skoda comes with flexible and affordable finance. I believe there has never been a better time to buy a Skoda.’

...as Citroen reveals the £89 C1 city car

CITROEN has some startling customer incentives for driving March sales – including the £89 car!

The French maker has launched a finance package on the C1 city car, which means that payments start at just £89 a month. What’s more, the maker is offering a choice of 35 models, all available for less than £199 a month. Nice!

More dealers sign up for our free ads!

DEALERS and motor trade suppliers are signing up for our free car job adverts in their droves. At the time this issue went to press there were 91 jobs advertised on our site!

You can post as many jobs as you like for free.

All you need to do is click on the jobs page at CarDealerMag.co.uk and register for an account.

Stay up to date every day at CarDealerMag.co.uk

£50k fund to help launch Blue Rewards rolled out A huge pot to help dealers cover cost of signing up to clever new rewards scheme is unveiled by firm CAR dealers are being encouraged to sign up for a unique retail reward membership scheme – by a £50,000 cash incentive fund.

Blue Rewards was launched to the motoring trade in late January. Since then, boss Paul Cleverly reports that more than 40 dealers have signed up.

Now, to encourage more dealers to take part, Cleverly has unveiled the £50k ‘kick start fund’.

Now Cleverly has revealed to us more details about the scheme. ‘This fund is provided by Blue Rewards and our retail partners, to help reduce the initial costs of implementing

Big name partners

Some of the big names taking part in the Blue Rewards scheme

the solution,’ he said. ‘All we ask is that dealers sign up by the end of April – but this deal is supplied on a first-come, first-served basis!’

There are two elements to it.

Normally, dealers are asked for £500 to set up their scheme, design their welcome pack and produce their own branded loyalty cars. But not

Blue Rewards chief Paul Cleverly

Search for ‘Blue Rewards’ at CarDealerMag.co.uk for more under the incentive scheme.

‘This is picked up entirely by the kick start fund,’ he explained. ‘This benefit only applies once per group, but most dealer groups will only have one welcome pack design, anyway.’

The second part is a reduction by half in the monthly licence fees. ‘This applies to all dealers in the group.

This saves each dealer in the group £600 per year for the length they use the scheme.’

Blue Rewards itself is a membership card loyalty scheme. It gives customers money off top high street stores, by them spending money at dealers – on servicing, aftermarket accessories, even new car sales. Cleverly says people can save hundreds every year: and remain loyal to the dealer in the process!

RICHARD AUCOCK

Aston Martin take wraps off DBS Volante ASTON Martin have raised their game – and the roof – with the DBS Volante.

The new drop-top is Aston Martin’s open-top version of the fabulous DBS Coupe and was unveiled at the Geneva Motor Show.

Packing the same hand-built 510bhp 6.0-litre V12 as the DBS Coupe, the DBS Volante can do 191mph all-out: with occupants fully exposed to the elements, remember!

It will also hit 60mph in 4.3 seconds. What’s more, rev it to over 4,000rpm, and a valve in the exhaust opens. This bypasses

the silencers, releasing even more immense V12 blare. Heard all the better with the roof down!

Search for ‘RTotY’ for our DBS road test at CarDealerMag.co.uk The roof can be raised or lowered in 14 seconds, at speeds of up to 30mph. Lowering it adjusts the profile of the Bang & Olufsen stereo, for better roof-down sound too. Aston reckons the roof operation of its 16th convertible is also the quietest yet.

‘Just start, Boomzilla!’

A survey by HPI has revealed 50 per cent of drivers have nicknames for their cars. A poll by the trade service provider back in 2003 found celebrity names were drivers’ favourites – but not anymore! HPI says Buster, Moocher, or Boomzilla are now more common as drivers get a little more imaginative.

Br

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‘We steer buyers to you!’

Sell cars online at

Sell more cars. Over 2.9 million visitors per month. Track leads.

Brand showcase. Link to your website. Content on 100 other websites.

Take control. Sell on the worldwide forecourt.

To find out more or to advertise your stock call 0845 265 5502 or email sales@motors.co.uk CarDealerIss13.indd 19

You take the wheel ™

6/3/09 09:53:25

dashboard Crystal cut above the rest with buoyant sales

Harrison Specialist Automotive Finance

SAF Approved scheme will be a boost to dealers

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arch is the most important month of the year for our industry, accounting for between 15 to 20 per cent of annual new car sales. While we are all aware that demand has fallen, a survey conducted by Auto Trader showed that almost 20 per cent of motorists are planning to buy a nearly new car in 2009 and 35 per cent plan to buy a used car. These perhaps surprising results are encouraging and show that motorists are keen to get a good deal in what is a buyers’ market.

I believe current market conditions present dealers with an ideal opportunity to increase finance penetration provided the offer is presented professionally and the benefits are clearly explained.

‘I believe Last month, I explained current how the FLA’s Specialist Automotive Finance conditions will (SAF) initiative had present dealers helped dealership staff improve their with an ideal technical knowledge opportunity to of the features and benefits of finance increase finance products sold in penetration.’ showrooms. More than 6,000 people are registered for the free-of-charge competence test.

The FLA is developing a new SAF standard that will extend individual SAF-certification to entire dealerships.

‘SAF Approved’ will recognise the improved professionalism of companies whose whole workforce has successfully passed the competence test.

SAF Approved will be launched to dealerships before the new number plate in September 2009, and will significantly help to raise awareness of dealer finance among customers through point-of-sale promotion and a communications campaign. As momentum for SAF Approved grows, the FLA believes customers will actively look for dealers with the new status for clear and reliable information on dealer finance options.

SAF Approved will be administered by the FLA and dealers will automatically be notified when they are eligible to apply. By registering and passing the SAF competence test, you and your colleagues will be in the best possible position to take advantage of SAF Approved status when launched later this year. Check out our website for more details.

Who is Paul Harrison?

Paul is head of motor finance at the FLA. Find out more at www.specialistautomotive finance.org.uk or call 020 7420 9613.

CRYSTAL Motor Group says 2009 has started positively – with car sales up an impressive 44 per cent.

The group, which has three sites in Lincoln, Boston and Grantham, sold 197 new cars in January. This compared to 137 in 2008. Even better news is the fact it’s retail sales that have been driving the growth.

One site even reported that December sales were up an incredible 100 per cent

compared with December 2007!

MD of the group, Mike Baldry, said the surge in group retail sales figures, particularly towards the end of 2008, was rather unexpected.

‘A combination of interest rates close to record lows, VAT at 15 per cent, zero per cent finance deals on a selection of used cars and falling residuals means that there’s never been a better time to buy a car,’ said Baldry.

Former Bristol Street directors snap up site New owners for Skurrays Vauxhall FORMER directors of Bristol Street Motors have snapped up Skurrays Vauxhall in a new joint venture.

Nick Plevey and Nigel Harvey return to the motor industry, in partnership with joint venture company Motor Holding Investments.

They’ve acquired the Former Bristol Street Motors director Nick Plevey assets of two Skurrays’ Vauxhall dealers in Swindon and Marlborough. The retailers we are well placed to take advantage had formerly been in family ownership, of these.’ dating back to 1899, and employ 80 staff.

It was a great business to buy into, he The Swindon site also holds franchises for said, adding: ‘This is thanks to the loyal Chevrolet and Saab. team of dedicated people – many of whom Boss Plevey is excited: ‘There are many have been with the business for many years. people who would question starting a new ‘The business has been run with venture in the current climate, but I can integrity and fairness, and we are proud honestly say it never crossed our minds not to be the new custodians of the company’s to complete this acquisition. reputation.

‘I am sure we shall face numerous difficul‘It’s something we intend to build upon ties, but certain that we’ll discover many and take to the next level. We are all very more opportunities and, as a new company, positive about the future.’

An ar Qu th ph ca un

Th m di

Jaguar Land Rover seals deal with Chinese firm JAGUAR Land Rover has sealed a deal to supply 13,000 new cars to a big Chinese company.

The deal was announced at the end of February and includes models from across JLR’s range.

It is a real coup for the British company, particularly as the deal is long-term, over three years. What’s more, it’s with just a single company.

This means Jaguar Land Rover has lots of potential to still broker car sales deals with other foreign companies.

Currently, 70 per cent of Jaguars and 78 per cent of Land Rovers are exported. The company is looking to expanding markets such as China to

13,000

...cars ordered by one client from Jaguar Land Rover

help make up for falling European sales. China is currently JLR’s fifthlargest market and this is expected to grow rapidly in coming years.

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Take the wheel and shift enquiries up a gear.

Sell online at

You take the wheel ™

How can motors.co.uk steer car buyers to your dealership?

An estimated 4.9 million car buyers in Britain are using the internet to find their next car.

Question is, how can dealers hope to find them? A dealer’s website with wellphotographed, up-to-date stock, will help sell cars, but the large majority of buyers are unlikely to view it.

The answer is simple. Load your vehicles on to motors.co.uk and they will be automatically displayed on 100 websites including: • motors.co.uk • Mail Online • Yahoo! Cars • Teletext cars • Carsource • Orange.co.uk • Kelkoo

• The Independent • Desperate Seller • The Sun • Fifth Gear • Cars By Mail • Channel 4 • ‘This is’ sites

The top 10 dealer groups advertise on motors.co.uk – so isn’t it time you thought about joining them? Here we answer some questions you may have about motors.co.uk.

1. Can I afford to advertise all my stock?

Yes. Incredibly reasonable rates mean you can advertise across the motors.co.uk network for an entire month for less than some other sites charge to advertise for a week.

2. Will my stock be on popular sites where the crowds are?

Definitely. The motors.co.uk network has 2.9 million visitors per month and is backed by the Daily Mail General Trust, so it has national coverage and local strength in Northcliffe regions.

3. What is the quality of the audience on motors.co.uk sites?

High. Targeted online marketing and heavy print advertising campaigns enable motors.co.uk to deliver a more affluent, mature car-buying audience.

4. Okay, so it shifts cars, but will it build my brand?

Yes it will. Motors.co.uk offers you a bespoke page which reflects your whole business as well as our core business: delivering sales enquiries. You can also promote your brand, alongside your manufacturer, in your area with our ‘Brand Showcase’.

5. Can I track leads?

Yes, and easily. Our tracking system tracks phone calls, email leads, visitors and instant messages.

6. Is there any I.T. hassle setting it up?

No. Motors.co.uk takes stock feeds in almost any format from your DMS or aggregator such as, Trader Desk, AutoEdit or Dealer Edit. We can even arrange for photos to be taken for you.

7. Will it shift sticky and ‘speccy’ stock?

No problem. We can reduce the price instantly to shift cars before they go over age. We also show the full spec including options of every car.

8. Can you show me the return on my investment?

Of course. Because motors.co.uk tracks your enquiries, it’s simple to work out how much each lead costs.

9. But will it drive visitors to my website?

Absolutely. From motors.co.uk and across our network you’ve the option of a link from our website to yours. Also, you can buy car to car clicks which take people directly to the car on your website.

10. Surely I need to advertise at more than one place online?

Dead right. Your stock won’t just be listed on motors.co.uk, we’ll also promote it on Yahoo! Cars, Carsource.co.uk, Carsbymail.co.uk, Teletextcars.co.uk, Fifthgear.co.uk, Desperateseller.co.uk, the ‘This Is’ sites, The Independent, Kelkoo, Channel 4, The Sun, Orange.co.uk and the Mail Online.

Sell more cars. Over 2.9 million visitors per month. Track leads. Brand showcase.

Link to your website. Content on 100 other websites.

Take control. Sell on the worldwide forecourt.

To find out more or to advertise your stock call 0845 265 5502 or email sales@motors.co.uk CarDealerIss13.indd 21

6/3/09 09:53:26

big mike

Do you remember those days of banger bodgery?

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ast month, you may recall that I went off on a tangent to witter on about crap cars. So this month, let’s go full circle and talk about good ones.

Or moreover, just how good cars are these days, and as a result what bargains you can get in the classifieds.

The boys at Car Dealer have just completed a challenge to raise money for BEN, the motor industry benevolent fund, which is no doubt taking quite a hammering right now given all of the economic doom and gloom.

They drove from Portsmouth to John O’Groats in cars costing just two hundred quid, and the very fact that they made it to the finish proves that the £200 banger of today is a far better bet than that of yore.

Those of you of more advanced years will remember with glee the days of banger bodgery. The way that no British Leyland car would start unless you attached ‘the clothes peg of life’ to its choke lever to stop it being sucked back into the vacuum of the dashboard. Then there was the clever way in which you could improve the gearshift of a Rover P6 by adding some washing-up liquid to the gearbox oil (it broke down the lumpy old oil that made the shift stodgy, in case you’re puzzling over the logic).

Or the way you could silence the moaning and grumbling rear axle of almost any Vauxhall Viva or Victor by filling the diff full of sawdust, often resulting in oil starvation and premature bearing wear, but doing wonders for refinement in the process.

I was reminiscing about this the other day with my mate Billy Two Bags, who I’m sure I’ve mentioned in this column before. Billy specialises in cars costing exactly £1,995 (two grand; two bags of sand…) and was wondering what on earth to do with a ’99 Mondeo that he’d just taken in part-ex against another ’99 Mondeo. No, that’s not a typo – it was just an extremely unimaginative buyer who realised that chopping one car in for another almost identi-

Ever ‘fix’ a Rover P6’s lumpy shift by adding Fairy to the oil? Didn’t think so, but Big Mike has...

‘Billy, being what I understand is medically referred to as a short-arse, could only move the Ford by perching on the edge of the seat and holding the wheel to keep himself perpendicular.’

cal one was preferable to paying for the first car to get through an MoT. On the face of it, the part-ex car looked quite good. Shiny and black. The bumpers were more or less intact, an unusual sight on any Mondeo these days, it being one of the few cars where the committed bodger can still execute law-compliant repairs with gaffer tape.

There was also none of the rampant rear wheelarch corrosion often seen on facelifted Mondies, where Uncle Henry appears to have clawed back the investment cost of grafting on a new nose and tail by removing the underseal from non-structural areas. But the car did have a handful of problems.

First, being a Ghia X variant, it had an electric driver’s seat, and as the previous owner had been the car’s only driver for the past four years, it had stopped working and was stuck in one position.

Poor Billy, being what I understand is medically referred to as a short-arse, could only move it round his lot by perching on the edge of the seat and holding on to the steering wheel to keep himself perpendicular.

On top of that, there was a sixinch long crack in the windscreen, and being one of those heated jobbies that smug Ford owners

switch on while their neighbours get jiggy with an ice scraper, it was asking for £300’s worth of replacement. Throw in a glowing ABS light, most likely just a grubby sensor but you never know until you take the brakes apart, and to the non-mechanically minded you’re looking at a garage bill that could be nudging a grand – which is far less than the car books at and only just viable if you’re working to its retail value.

Being the kind of bloke who always pretends to have left his wallet at home when he sees someone he knows at the bar, Billy was never going to fork out to have the car re-commissioned, so instead shoved it to the back of his yard and advertised in the local paper – 1999 T Ford Mondeo 2.0 Ghia X, one months’ MOT and Tax, tidy body, needs a few small jobs, suit someone 6’2” or thereabouts, £200ono.

If you needed to get to John O’Groats in a hurry, it would have been just the job. It’s just a shame that editor Baggott didn’t tell me about the trip beforehand, as he’s just the right height for that driver’s seat…

Bangers4BEN, p24 Who is Big Mike? Well, that would be telling. What we do know is he’s had 30 years in the car trade and picked up some seriously funny tales along the way.

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COS0

Grow your business with the award winning new SsangYong range.

‘It will work for you’ Under new ownership, SsangYong in the UK are relaunching the brand with a new award winning range of competitively priced 4x4s and MPVs backed up by a multi million pound marketing campaign.

To support this investment they are looking to recruit entrepreneurial dealers who can help form part of a successful national sales network.

Become a SsangYong dealer and benefit from: t An innovative dealer development programme that will help you make more, sell more and deliver a better customer experience t Low cost of entry t Business driven achievable franchise standards t Extensive local marketing support including a new dealer web portal t A full programme of after sales support covering competitively priced parts, warranties, training and technical support t A comprehensive used car programme t All backed up by generous dealer commercial terms

Find out more The pulling power of the new Rexton

The versatility of the new Kyron

The space of the new Rodius

Call Ian Nicholson on 01252 619100

www.ssangyonggb.co.uk

CarDealerIss13.indd 23 COS00000_Ssang Dealer Recruit_A4_MV02.indd 1

6/3/09 09:53:28 3/28/08 12:24:31 PM

bangers4BEN

BANGERS Vauxhall Calibra

Volvo V40

Bought for: £250 Year: 93/L-reg Engine: 2.0-litre, 8v Power: 115bhp 0-60mph: 10s Top speed: 127mph

Bought for: £201.75 Year: 96/P-reg Engine: 1.8-litre, 16v Power: 115bhp 0-60mph: 10.5s Top speed: 121mph

Buy bangers, drive to John O’Groats, sell them for charity. Sounds simple. It wasn’t. But then when we planned it we didn’t realise the worst snow storm in decades was heading our way...

Words: James Baggott | Pictures: Owen Buggy and Car Dealer team

I

t sounded like a good idea at the time, but now, sat on the start line of our Bangers4BEN challenge with 1,500-miles ahead of us, it’s a distinctly different matter.

Like all good ideas it began in the pub. A quiet Sunday night jar or two with the boys and we’re chatting about how much we all enjoyed the Road Test of the Year feature in Issue Nine.

Considering we were just 10 days or so into 2009 when this discussion took place, another RtoTY would have probably been jumping the gun, so we came up with a different plan.

And this was it: Each of us would have to find a car for £100 – road legal – that we could drive to John O’Groats from our Portsmouth HQ and back again before selling for as much as possible. We would then hand over the cash from the sale of the cars to BEN, the automotive industry charity.

Yes, I know it’s a rip-off (we like to think homage) of a Top Gear challenge, but then all the best ideas are stolen (borrowed). So that was it; the challenge was set – all we needed to do was find the bangers in under three weeks.

The competitors were myself, Sky installer and friend of the mag Dan Harris and Chrysler car salesman Duncan Chappell (suggestions Dunc could buy two Nitros off his forecourt for £100 were met with a stern face...). Simple, bit of fun, raise some cash – what could possibly go wrong?

THE HUNT BEGINS EBAY addiction: It’s a dangerous affliction.

Affecting many millions of people across the world, symptons include mouse-click finger, bleary red eyes and nervous sweats when forced to be away from a computer screen for prolonged periods. How do I know? I’ve suffered from it. And suffered bad.

The magical, virtual car showroom in the ether, with lists of vehicles in various states of repair vying for your cash is a bargain hunter’s paradise. Just where do they all come from? To be honest, I don’t really care. All I know is that if there’s one with a ‘Buy It Now’ price under budget with tax and ticket I’m having it.

That’s if I get there before the others. You see I’m not the only one with the problem. It seems

Dan, Duncan and I are all suffering from the same addiction.

Despite some protesting from my colleagues, I’m convinced it’s possible to find a car for £100.

If it was easy then it wouldn’t be much of a challenge, would it? But after hours of searching, hopes of finding that battered Audi TT with 500k on the clock or a Range Rover with moon-and-back-mileage within budget rapidly evaporate.

I decide to hit the Car Dealer contacts book instead. I spend a day I should have been working, firing off emails to anyone and everyone who might be inclined to help. A couple come back pretty positive. Nothing in stock, they say, but they’ll keep an eye out. Another is even better: ‘We’ll definitely find you something,’ I’m told. ‘Just let me find out what I’ve got that’s a little bit interesting.’

And there’s the rub. As editor I can’t turn up in a rusty old Peugeot 106. I need something a little, well, sexy. All my contacts know I don’t just want a £100 banger, but a £100 banger with style. Now it’s just a case of playing the waiting

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S ‘N’CASH Ford Mondeo ST24 Bought for: £200 Year: 98/R-reg Engine: 2.5-litre, V6 Power: 170bhp 0-60mph: 8.5s Top speed: 135mph

game and hope something pays off.

Meanwhile, a call to the lads reveals problems are already rearing their head. We call another ‘meeting’ and back where the whole idea was conceived, I’m two pints down and forced to concede this is working out a little harder than I imagined. I don’t reveal I’ve got a few hot irons in fires and instead listen to them moan.

Dunc has no excuses – he’s in the trade so must have contacts – but he’s struggling with interdealer rivalry that’s getting him get nowhere fast. And Dan doesn’t know where to start. He’s so addicted to eBay he’s downloaded an iPhone app to keep track of the cars he’s bidding on. He places three bids on his latest target while we’re sipping Fosters. Technology, eh? Impressive stuff.

The suggestion of visiting an auction comes up.

We check the web – again on the iPhone (handy bit of kit) – and find out BCA at Blackbushe is holding a sale the next day. We’re all available, so decide to head there.

At BCA it soon becomes clear we’ve visited at the wrong time. Prices are going through the roof as traders struggle to stock forecourts – and it’s not working in our favour. We clock a Range Rover Sport go for a few hundred quid shy of retail prices, which is frankly ridiculous.

Pouring over the rows and rows of shiny ex-fleet stock and tasty dealer part exes, there

‘This is driven-into-a-wall broken. If it had been left on the street the council would have towed it away.’ aren’t many cars that fit our £100 hole. We quit messing about and decide to find the worst thing cluttering up the columns. It doesn’t take long. A Peugeot 306 on an N-plate, 140k, no history, no MOT and no tax. Plus, to make matters worse, it was in that horrible shade of puke green with a smashed front headlight. And we’re not talking a crack, this is driven-into-awall broken. If the Pug was on the street, the council would have towed it away.

It starts up in a plume of blue smoke, and we follow it into the auction hall with crossed fingers. Bidding begins at £50 (sensible) but rises like a banker’s bonus, swiftly and completely unexpectedly. Dunc raises his hand at £100 – and is rapidly outbid. Everyone is done at £250. Yes, really. We head home, thoroughly depressed.

Time to go about this a different way. What we need is a private seller that wants shot of a shed blocking their drive. We grab the Freeads and the local rag and set to work. It’s a veritable gold mine of crap – and all around the price we

BMW 318 Bought for: £200 Year: 94/M-reg Engine: 1.8-litre, 16v Power: 138bhp 0-60mph: 10.2s Top speed: 132mph

want. Ok, so £200 might be double our budget, but surely they’ll be willing to negotiate? Half price? It is the credit crunch after all.

We get excited. We grab the phone. We call five sellers. All sold. We swear. That’s weird, but after checking the Freead’s publication date realise it’s a week out of date and the new one’s out tomorrow. Amateurs, I know...

A week later and things come to a head. It’s quite clear that £100 is an unrealistic price.

I’m the only one with a solid lead and that’s only because our friends at Motorpoint, the Eward-winning independent dealer group, have offered to help out because it’s for BEN. We’re going to have to up the budget, so £200 it is. A whole new ball game. Soon we’ve got leads all over the place.

Dan and Dunc are in a completely new category on eBay, offering sellers deals like city traders. I, on the other hand, have a problem – two cars! It’s a nice problem to have, but a tricky situation. In a desperate attempt to get the best car possible I fired off emails to the very far flung corners of the internet (Derby and Kent) in a vain hope something would come off. Then two do at once.

Motorpoint offers a Volvo V40. It’s a 1.8-litre on a P-plate, 136K with MOT until April and no tax. CAP Clean retail pegs it at £1,200. >

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bangers4BEN With the idea being we have to sell these cars for as much as possible at the end to raise cash for BEN, this was too good an opportunity to turn down. I accepted immediately.

That was Friday. Then, on Saturday, another email arrives. This time it’s from Lifestyle Ford in Tunbridge Wells. The group’s used car buyer, Richard Walker, has found me a corker – and I have to say yes. It’s a Mondeo ST24, 2.5-litre V6. There’s 100k on the clock, MOT to August and tax until April. And I can have it for £200. Done.

Having badgered Motorpoint to death about finding a car, I can’t turn round and say I no longer want the Volvo so, spotting an opportunity to raise even more cash for BEN, I decide to take them both and find another challenger. Deputy ed Rich has already ruled himself out due to work commitments, so baby brother Baggott steps into the breach. Plumber Will takes ownership of the Volvo and I’m custodian of the Mondy.

In true Top Gear-style, the rest of us decide to keep what we’ve bought a secret until the day of the trip so we can turn up and laugh at each other’s chariots. Calls from both Dunc and Dan the week before JG-Day confirm they’ve secured deals. Dunc has used his car salesman charm to blag his motor in a behind-eBay-closed-doors deal while Dan snapped up his from a friend of a friend.

RULES AND ROUTE WITH the cars falling into place, we need to put some plans on paper. Wanting things to be a bit more interesting than just a straight drive there and back we decided to take on a trackday at Bedford Autodrome on the first day. Some said slightly foolish on day one, but we ignored them.

A points system was put in place which would eventually decide the winner. Competitors would win and lose them for a variety of things, the main ones being the amount spent on the cars. For every pound spent under £200, one point was gained; for every pound spent over, two were lost.

Misdemeanours such as speeding tickets lost 1,000 points each, mechanical assistance -500 (which would prove to be a bone of contention later on), and a tow truck home -1,500 points. The others we’d make up along the way.

The route would take us from Portsmouth on the Saturday morning to Bedford and on to South Shields. Why there? Well, friendly hotel chain Best Western had heard about our adventure and offered to put the four of us up. The Geordie base was the PR man’s suggestion (and a good one too).

That meant a total of 370-ish miles on day one, not including track mileage.

Day two was a slightly worrying 540 miles from South Shields to our ultimate goal of John O’Groats, then we’d double back on ourselves for an overnighter in another Best Western at Inverness. Our third and final day would see us cover 600-ish miles all the way home.

Then, the week before we are due to leave, the country is covered in a blanket of snow usually reserved for Sweden. You might remember it, sort of crippled the country; coldest nights ever on record; people trapped in cars on motorways; that kind of thing. Everyone we spoke to were convinced we were mad. And it meant we were forced by parents/ loved ones to pack weird things like shovels (don’t ask), sleeping bags and flasks of soup. I drew the line at Kendal Mint Cake. As the week went on, my eBay addiction eases – well after buying walkie >

BCA was a baptism of fire for Car Dealer

Dan tries to double his £200 budget. He failed

We couldn’t afford these... ...but could afford this

Seconds after this we realised Freeads was a week old. Doh!

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bangers4BEN talkies and a new laptop – but it is rapidly replaced with Weather-watch-itis. This involves an unhealthy need of constant updates on the climate and comes close to being as bad as the auction site obsession.

Our friends at HPI offer us the chance to carry out provenance checks on each of the cars with the added bonus that we’ll qualify for sevenday free Driveaway insurance (what a blinding product that is). Thankfully the checks all come back without a cut-and-shut in site, even if the market valuations make grim reading.

Final preparations involve sourcing snow chains from Halfords (if you thought putting them on was bad, try finding them for cars that you’re not allowed to know the identities of).

And then the finishing touch comes courtsey of Phil Voller of Botley signwriting firm Artistic Licence who produces Bangers4BEN.com stickers to help us promote our blog.

AND THEY’RE OFF Six o’clock, I’m up and buzzing on espresso as I pack the car and plot the route into the sat nav.

I need to get to our starting point at Portsdown Hill before everyone else so I can set up the pictures and video the rest arriving. It’s bitterly cold, hurt-your-eyes bright, but thankfully not a snowflake in site. Yet. Stopping at the burger van overlooking Portsmouth to top up caffeine levels, I spot my first problem. The rear tyre of the ST24 is flat.

Pancake flat. A rather satisfying four-letter rant later, I decide to limp to the start line and change it there. Will joins me first. He laughs at the flat, but admires my £200 ST. While we’re working out what to do, a toot from the distance signals Dunc’s arrival. What the hell is that? It’s a... Vauxhall. Cavalier? Nope. A ‘future classic’ Calibra. Interesting.

The black (ish) Vauxhall is on an L-plate, 140k on the clock, tax and MOT for enough days to get us there and back. The big question is how much? £250... Oh dear, oh dear, that’ll be quite a considerable penalty my good man. ‘Bugger,’ says Dunc. ‘I should have read the rules.’

Before we can inspect the Calibra properly, Dan rolls into the car park in a BMW 318 on an M-plate. With 170k on the clock it’s the highest miler here and has similar MOT and tax issues to Dunc’s. But I’ve got to hand it to Dan the Sky Man – it’s actually quite cool.

Closer inspection reveals slight rust blemishes and some flaky paintwork, but it sounds pretty solid. We all have a good laugh at his attempts to put his sticker on though – he’s forgotten to take off the paper transfer and has stuck it on ‘drunk’ straight. Numpty.

While I chat to the local BBC radio station about the trip – they covered the challenge from start to finish – the lads change the wheel on the ST and we decide to visit a local tyre fitters.

Effectively clocking up minus mileage – not a good start when you’ve got 1,500 ahead of you.

The chaps at Protyre in Fareham agree to plug the tyre and have it done in an hour. While we’re tucking into full English at Sainsbury’s it becomes clear we’re not going to make our hour-long trackday slot, so instead opt to head for Shields. Flicking through a copy of The Sun only serves to fill us with dread – ‘It’s snow joke’ shouts one headline. You’re telling me... >

A-Salt-ed! Our cars suffered on Scottish roads

Left, Dan’s attempt to attach sticker

Vauxhall Calibra: ‘modern classic’.

Apparently

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By 11am we’re on the road, in convoy, with serious mileage in front of us. The chatter on the walkie talkies turns to rules. ‘So, then James,’ says one of them. ‘Does a plugged tyre constitute mechanical assistance?’ Hmmm. I think not.

Surely mechanical help is someone tinkering around under the bonnet. A tyre is a piece of rubber and in no way mechanical. My feeble attempts at reasoning with the baying mob are unsuccessful. Minus 500 points it is then. Arse.

ON THE ROAD Motorway miles are monotonous. Boring, grey and mostly uneventful. No wonder you get rubber-neckers. Crashes are the only interesting things to look at when you’re traversing trunk roads. Progress is smooth and swift. And the cars are coping fine. As we head up the M3 towards London, the fields begin to change colour – the world suddenly goes monochrome and it isn’t long before the sides of the road and central reservation are covered in the white stuff.

I’m really getting to grips with the ST. After the first 50 miles I’m comfy and enjoying the drive, which is handy, but it doesn’t take long to realise there might be a few problems with the tracking. The steering wheel wobbles like those fitness machines that shake the cellulite

‘We pull over in the Cairngorns and step out into knee-deep drifts. It’s a view you want to photograph with your eyes and imprint on your brain.’

‘This snow is really freezing.’

Actual Dan quote

out of fat old women. And it begins to turn my hands numb. The old Ford has a bit of an odour issue too. It’s hard to describe accurately but it’s a bit like someone has smoked a 200-carton of Bensons in it without opening the windows combined with the smell you get when you leave your football socks in a bag for too long.

Yeah, not nice. Opening the window doesn’t seem to help either, only serving to waft the stench directly up each nostril.

Other faults include the fact that, despite having eight power settings, the heater is either on or off. There is no in between. Oh, and the stereo only likes to display what radio station it’s playing when Take That or The Saturdays are on... Weird.

It’s not long before we stop for our first rest break – a few miles from Luton. It’s a good chance to update the blog and chat about the cars. Dunc is loving his Calibra. I have to admit it’s a nice shape and with sports suspension all round slamming it to the floor it’s the perfect car for Dunc’s boy-racer tendencies. It’s pretty rapid too. Despite giving away 500cc to the lardy Mondeo it keeps the more powerful ST humble on motorway slip roads.

Dan couldn’t be happier in his BMW. Like a brick it’s solid and a bit rough round the edges, but the 1.8-litre powerplant returns impressive economy and still powers it along at a fair rate for its age. In what Dan describes as ‘British

Racing Green’ – It’s German Dan? – it doesn’t look too shoddy from a distance either.

Will on the other hand isn’t best pleased. The Volvo is in such good condition it’s boring him.

Nothing is wrong with it, it’s comfy, sips petrol like a student that can’t afford another pint and has a decent stereo. Outside the paintwork is a bit flat on one of the doors, and there are a few dents and scratches here and there, but it’s easily the tidiest. And the one we’ve got the highest hopes for when it comes to selling.

We down Costa coffees (which becomes a bit of a theme) and head back out on to the M1. My word, it’s a dull road. Featureless, full of families heading up and down the country in the outside lane and devoid of anything interesting. Sort of the Norman Lamont of the motorway network.

The Ting Tings keep me entertained as we pass Leeds. Not personally, obviously.

As we trawl further north the cold snap that’s covered the south with a Mr Whippy-white coating subsides and the roads dry out. Banter on the walkie talkies keeps us amused and we’re soon signalling off into South Shields. Four hundred or so roundabouts later we find the Best Western on the beach – 350 miles took us six hours. Don’t ask me how. They just did.

As we settle down for a cold one (or two) in the hotel bar we’re slightly worried about the next two days and monster mileage left to cover.

But plans of an early night don’t last long. The barman buys us all a drink when he hears what we’re doing and it sparks a long night of empty glasses and hearty laughing. Before I know it we’ve been ‘invited’ into the wedding that’s rocking the hotel’s function room and any plans for an early night are forgotten... Good times.

DAY TWO – SOUTH SHIELDS TO JOHN O’GROATS PLANS for a 7am start don’t go, er, to plan. We roll out of bed at 8am and feast on fried eggs and bacon. Well, three of us do... Will ‘Michael Phelps’ Baggott opts for a six-egg omelette. I’m glad he’s in a car on his own.

Heaters set to full (well, I have no choice) we trundle through Newcastle, wave to St James’ Park and head up the east coast past Berwick, onto Edinburgh. The weather’s still being particularly kind as we venture deeper into Scotland and we’re starting to wonder what all the fuss is about. Then, there in the distance, we see it. The Highlands are capped with an icy hat at the best of times, but this is more of a cloak.

We can see it sparkling like a diamond from miles away and it’s not long before conditions deteriorate and we’re passing drifts of snow at the side of the road feet deep.

We’re astonished at just how clear the roads are, though. The Scots certainly know how to keep the transport network open when temperatures plummet and we are regularly pebble-dashed with salt from a passing gritter. It certainly works. We pull over in the Cairngorns and step out into knee-deep drifts. It’s absolutely stunning; a breath-taking view that you want to photograph with your eyes and imprint on your brain. But it’s not long before the awe of the surroundings subsides and we revert to type with a huge snowball fight. Sporting soaking shoes and frost-bitten fingers, we clean our windscreens and head on further. >

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bangers4BEN It’s below freezing outside and our cars are suffering. Not mechanically, but it’s so cold the windscreen washer jets are icing up. The Volvo, Vauxhall and Ford lines are all frozen solid forcing us to fire water from bottles out off the window. It’s not easy and very frustrating. Strangely, German engineering has worked a way around the problem and Dan has no such issues.

The scenery south of Inverness is Christmas card perfect. I begin to wonder how something as beautiful as snow can cause so much trouble.

Tree branches at the side of the road bow their heads under the weight of the ice like a guard of honour. It really is utterly gorgeous, a winter wonderland that sends the airwaves silent as we all take in the beauty.

It’s slow going for the next hundred or so miles as we pass through Inverness around 3pm. The sat nav says we’ve got 150-ish miles to go to John O’Groats. On twisty roads. That’s six hours of driving there and back if we’re lucky.

Despite jokes of stopping off and using Photoshop trickery to prove we made it, we plough on. As the sun begins to fall we pull over to take in the technicolour dreamcoat spread across the sky and marvel at this country’s beauty. ‘Makes you realise just what a hole we live in, doesn’t it,’ muses Dan. And, for once, we all agree.

Right – last 30 miles, let’s do it. The roads tighten, the bends get twisty and we throw the hammer down. This is driving you can enjoy in anything – even these £200 bangers. ‘Wouldn’t you rather be in a 911,’ says someone on the radio. No. At this moment, on this road, I’ll take my ST please. I must have been tired...

As the miles count down, the excitement builds. There’s a chance we might actually do this. No-one wants to say anything just in case they jinx it. Then we see it, the turning for the final run to John O’Groats. The five-mile road is a little wider than a car and winds down to the famous viewing point.

As we approach the only falling snow we’ve seen in two days begins to settle on my windscreen. I find Perry Como’s ‘It’s Beginning To Look A Lot Like Christmas’ on my iPhone and play it through the walkie talkies. Perry’s right – it certainly does. The car park’s empty, so we arrange the bangers for pics and chill out. We’ve done it. Actually made it. Phone calls to loved ones, blog update posted, we decide to hit the road before the snow settles and we’re forced to use those spades our mums made us pack...

As we cross the bridge into Inverness, the radios fall silent again. We’re shattered. Food. Beer.

Sleep. Portsmouth to John O’Groats? Done.

Inverness to Portsmouth? Pending…

DAY THREE – THE LONG DRIVE HOME I’m up early. Three strong, soluble coffees later I’m awake and waiting for the call from the BBC. Radio Solent want a live interview at half seven and an update on the weekend. I mumble and stumble my way through the chat, mentioning the word ‘rolling’ far too many times, but it turns out to be a good bit of publicity for BEN and the mag. And it’s even sweeter considering I can tell them we made it.

We line our stomachs with haggis (yes, for breakfast) and several fried eggs in preparation for the 603 miles ahead of us. That’s a long slog by anyone’s standards and makes the 350 miles

on day one look like a pop to the shops.

Heading out of Inverness the scenery is stunning. No matter how long you stay in Scotland the epic landscape always takes you by surprise, especially after one of the coldest nights on record. It’s like we’re driving around inside a giant freezer, with drifts standing three-feet deep at the sides of the road. As far as the eye can see it’s white. And so breathtakingly beautiful.

The big freeze is a regular occurrence for those up north, but when you live in the English Riviera – more commonly known as Hampshire – the cold stuff comes as a bit of a surprise. ‘This snow is freezing,’ observed Dan. You don’t say, mate.

Considering our bangers have been exposed to Arctic temperatures overnight, they’re holding out pretty well. We expected far more mechanical woe when we set off – head gaskets still in place? Check. But I’ve spoken too soon. First fill up of the day, Wills and I pull out of the station, but there’s no Dunc and Dan following. Then the phone rings – ‘Houston, we have a problem’.

Steam’s pouring out of the Calibra and it’s

Dunc hopes stare-power will fix radiator

‘Problem is the four of us are about as mechanically minded as Paris Hilton, so complicated repairs are a no go.’ spewed its internal fluids over the floor. Like a punctured alien, it’s leaking green gunk and turning the snow a mouldy shade of puce.

Problem is the four of us are about as mechanically minded as Paris Hilton, so complicated repairs are a no go. But then, just as we were about to use the special phone number given to us by the AA, Will digs out a magical brew from his boot. ‘My boss said if anything went wrong on this trip it’d be a radiator,’ says the plumber. ‘So I packed some Radweld.’

We thank his Mystic Meg governor and pour the fluid into the Vauxhall. The temperature gauge has actually passed the red on the dash and entered a super-boiling point. But within minutes the drip, dripping has stopped, and the gauge is starting to fall back to ‘bleeding hot’ levels, instead of nuclear. Within 20 minutes we’re back on the road – one disaster averted and 470 miles to go.

It turns out to be a long old day in the saddle.

12 solid hours’ driving, three service station stops, one (possibly) missed speed camera but not a single traffic jam. In fact, slightly more remarkable than the fact four cars worth less than a night’s stay at Inverness’ Best Western, made it to John O’Groats and back again, was just how clear the roads were. Perhaps Britain had been scared off by the weather, or the fact they’d heard four shoddy rep mobiles were hacking it up the country, but traffic was noticeable by its absence.

We pull off the M27 in the pouring rain and the snow is replaced by torrential downpours across the south. The satisfaction of crossing the finish line with cars 1,496 miles older is hard to describe. Raised arm waves, flashed-light goodbyes and we’ve gone our separate ways.

Triumphant. Happy. And slightly concerned we’ve now got to sell these salt-covered dinosaurs of the road. Now where’s that number for BCA again? [CD]

RadWeld: Magic in a bottle.

Calibra did 470 miles after fix

THANKS TO...

08457 73 73 73 bestwestern.co.uk

0800 085 2721 theaa.com

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The stunning Best Western hotel, Inverness

The snow settled as we parked up at John O’Groats

The sun sets as we park up just miles from goal

Next Month: Find out who’s won our Bangers4BEN challenge Cool Creation (01329) 556112 coolcreation.co.uk

Halfords 0845 026 4643

0844 844 6514 lifestyleeurope.co.uk

01489 789797 artisticlicence.info

0845 413 3000 auction4cars.com

0845 300 8914 hpi.co.uk

Protyre (01962) 774437 protyre.co.uk

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cult cars

JAGUAR XKR-S

T

he fastest Jaguar road car in the world?

The mighty XJ200. What else? Car Dealer was one of the kids at the 1988 British Motor Show, with its nose pressed right up close against the security barrier. That was one mighty machine, capable of 217mph in Martin Brundle’s hands.

But the next-closest Jag on its tail? Well, it may be a little way behind, but 174mph is still pretty good going. Particularly given how this one is even rarer than the magnificent XJ220.

XKR-S is its name – you may remember it graced the cover of our second issue – and it’s the most special Jaguar XKR in the world. This sensational special is a dead cert future classic, likely to become as revered and as idolised as the famed XK120. Why? Just look at it.

Discreet, focused, special, tuned, honed, pumped – and yours for £299 a month. With a Jaguar franchised dealer warranty for good measure. Unbelievable? Well, that’s not all.

See, that top speed is limited. It could go even faster. Edging closer to the XJ220. Even out of the box, it hits 60mph in 4.9 seconds, which is Porsche-fast – and remember, thanks to its six-speed automatic, this is repeatable time and time again. Jaguar fits steering wheel paddles here, for user-controlled gearchanges, should

side sill extensions, new rear bumper and the finishing touch, a big, new, fully-integrated aerodynamic rear wing, to pin it down at Price: £79,995 speed. Jaguar’s duck tail, no less.

Engine: 4.2-litre, V8 The interior was gorgeous. Soft-grain leather Power: 420bhp, 560Nm was fitted everywhere and a Charcoal Alston 0-60mph: 4.9s luxury headliner too, the sort of thing normally Max: 174mph Now finance one with Bridford: only found on Bentleys. And the seats were One: £29,995 deposit, 24 x £299 plus final payment* endowed with adjustable side bolsters, with Two: £10,000 deposit, 48 x £1,199 plus final payment* clamping the driver down in mind.

Why? Because Jaguar overhauled the CATS you want to override the computer’s logic. computer-controlled suspension, too. It fitted Gunning it hard engages the Active Exhaust bespoke springs, dampers and anti-roll bars.

System. The what? Basically, it’s a bypass in the The systems were all recalibrated, to help the pipes, that makes the supercharged V8 genumighty cat generate even higher cornering inely roar when you’re on it, yet be refined forces. 20-inch ultra-lightweight wheels helped (and legal) when not. Helps you better hear here, too. Luckily, the company fitted an Alcon the Bowers & Wilkins surround sound stereo, R Performance braking system. The six-pot too – although, with 525W and speakers made front calipers grabbed front discs that were from Kevlar, it would take some doing to be bigger than a cooking Ford Focus’ wheels. Rear drowned out. discs? Bigger than the wheels on those used There was no missing the lithe XKR-S when Kas you have on the forecourt… it hit our roads last summer, despite being Only 200 were committed to production. Rare discreet and understated. Unique black metallic doesn’t begin to describe this mighty Jag. But, paint saw to that, which contrasted with a the world’s second-fastest Jaguar road car, for bespoke finish for the grill, sills, side power £299 a month? Well, that’s frankly ridiculous. vents and rear diffuser.

But you can see why we reckon it’s a true cult There was also a revised front air splitter, classic already.

Jaguar XKR-S

*The above options are specifically for applicants who do more than 2/3rds business mileage, limited companies or high net worth individuals. Contact Bridford for a written quotation and full terms and conditions.

5.9%

FROM

CREATE THE HIGHEST INTEREST WITH ONE OF THE LOWEST RATES AROUND

APR

Dealer finance commission packages are also available from as low as 2.95% flat rate

0844 815 8888 tim.marlow@bridford.co.uk www.bridford.co.uk

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forecourt

305bhp through the front wheels? Surely that’s going to end in a mess of smoke and shredded rubber? Not with the Focus RS, reports Peter Burgess

T

he very fact this car has made it into production in these green-focussed times is a surprise. With most mainstream manufacturers installing fuel-sipping, eco-friendly diesels under the bonnets of their best sellers, the Focus RS is a pleasant surprise.

But then it makes sense. Nothing seems to excite the motoring masses like a fast Ford. And the new Focus RS is the fastest of the lot.

The new model is pitched straight into Porsche Boxster territory. Beneath the bulging bodywork sits a 2.5-litre turbo with a full 305bhp. But there’s one obvious problem – all that mighty grunt is channelled through the front wheels.

Think back to the 2003 original and you’ll

remember the torque-steering animal looked pretty cool but couldn’t handle its inflated power. Its front tyres just didn’t get on with three-quarters of the power, let alone the new monster Focus’ 300-plus figure.

But there’s good news. Ford is claiming it has the technology to deal with this problem now – and without resorting to the extra weight, complexity and ‘less pure’ solution of fourwheel-drive. It’s fitted the Focus RS with an intensely clever suspension design and differential, which it says will put that massive power down with utter tenacity.

It all comes together beautifully because this machine is a very different prospect to the

original model. Pootle around town and you could even describe it as docile. And I bet you didn’t expect to read that.

Sure, with its huge double-decker rear wing, massive front air intakes and pumped-up stance, there’s visually no missing it. Particularly if you take the near-fluorescent green paint. But, beneath all the air scoops, that Focus ST-sourced five-pot burbles meekly, good as gold.

Open it up, though, and you soon realise the extent of Ford’s changes – there are new cams, conrods, intake and exhaust manifolds plus a bigger turbo. Drivers can take one of two approaches: Utilise the strong torque, stay in the 3,000-4,500rpm band, and experience simply

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RS

Focus

astonishing in-gear acceleration.

Much more exciting, though, is to head for the 7,050rpm redline. It’s truly exhilarating. The Focus RS explodes, doing 60mph in just 5.9 seconds, and not giving out until 164mph. Yes, this really is the 164mph Focus! And the great thing about this is that if you take it to the redline, the engine is still in its maximum power band when you’ve engaged the next gear. The acceleration is almost seamless in its intensity.

And the chassis? Superb. Control is first class, with a reasonably compliant ride coupled to progressive, unflustered power delivery. Sure, when you are demanding all 305bhp, the steering wheel gives you a sense of involvement, giving you the knowledge that something pretty dramatic is taking place.

But the tyres simply grip and the RS lunges forward. Bumps don’t upset the composure and there’s real feel through the steering wheel in the bends that weights up as you wind on lock.

Incredibly, the Focus RS just doesn’t seem to understeer, but instead pulls you tighter to the apex the harder you try. It’s sensational.

Fabulous Recaro seats apart, the interior is pretty much unchanged from a standard Focus ST. They have side bolsters that match the exterior, with black leather also available. Standard on all RS is ample space for four and a decent boot. It is a Focus, after all.

It is a five-cylinder Focus at that, too. So, while the official economy figure is 30.5mpg, the reality is that you’ll see two-thirds of that or less. At least the CO2 band of 225g/km is more reason-

able than group 19 insurance.

But whatever it costs to fill, tax and insure, you’ll still be quids in. See, the mighty Ford Focus RS, with its sensational pace, its other-worldly looks and beguiling chassis, costs just £25k. For the most special fast Ford in years, that’s a bargain.

A thrill-to-drive, recession-beating family holdall that just so happens to take on Porsches in its spare time? How can we fail to give it five stars?

No wonder the UK’s Ford dealers are going to be selling half the production run for the whole of Europe! [CD]

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sales legends

The world’s first supermini? Not quite, but it might just be the first people remember.

Richard Aucock looks back at the R5

T

he Renault 5 was the first supermini the world was aware of. Why the proviso?

Well, Fiat’s 127 was, technically, the world’s first supermini. But the 5 was the first to be properly marketed and presented to car buyers as the solution to all their motoring needs.

Some 37 (yes, really) years on, with superminis taking the lion’s share of the new car market, you can’t say they’ve done a bad job, can you?

It certainly changed the world order for Renault dealers. Oh, sure, prior to the 5, the maker still had some very clever cars to sell. The 16 was the world’s second hatchback, for example. You can see its roots in the Laguna – and, due to D-sector downsizing, Meganes. Not the first hatchback, though? No. That was the 4.

The state-owned brand was smart. It employed some ace designers and, crucially, unlike state-owned BL, some market savvy.

Instead of descending into chaos as the striferidden 1970s came round, it looked at the market, looked at what would sell, and did what BL was not to do for nearly another decade. Replace the Mini with the car the market wanted.

In came the 5. Deliciously styled, it was a total sweetie. Designed by French whizz Michel Bove, it had clean lines, a recognisable profile and was a Louvre classic from the off. Most distinctive were the rear tail lights – apparently Bove wanted these to travel all the way to the top, but that was a step too far for technology at the time. Not until the Volvo 850 were we to see that.

It was hardly lavish, mind. Back in the day, cars were a lot more basic than today’s models.

Looking to sell a poverty spec Clio 3? You can’t; there’s no such thing. Try this for basic: the 1972 5 L had bulletpoints in its brochure for: folding rear seats. Winding windows, rather than sliders.

An electrical system driven by a dynamo, not an alternator. Grey bumpers. Whoa!

Notably, though, those bumpers were pretty special. This was the world’s first car to have moulded plastic bumpers fitted as standard. Not bad for a list price of around £950.

The TL indulged buyers, with two separate seats replacing the front bench. A vanity mirror.

Three ashtrays (well, it was the ’70s). Both had

5 a gearlever poking out of the dashboard, rather than the floor. It’s something people carriers such as the Scenic use as a feature nowadays.

Back then, it was a bi-product of the longitudinal engine forcing the gearbox to be fitted in front of it. Behind the front grille.

It was rectified a year later, while in 1974 things started to get positively indulgent. An LS model was launched, with electric windscreen washers, a two-speed fan, rev counter and, er, carpet! Different times, different standards; they also mean the entry-level engine was perfectly justifiable at 845cc, and 36bhp. 75mph top speed – well, who needs more? Today’s 1.2, of course, has twice the power, 25 per cent more speed and probably double the economy – and a fraction of the emissions. Such is progress.

A five-door came in 1980, which saw the 5 through to 1985’s all-new but similar-looking ‘Supercinq’. By that point, nearly 5.5m had been sold, which really does show the massive impact the car had. The new one did even better, and led directly to the Clio. Significant? You bet. The 5 really did keep Renault alive.

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© 2009 Exxon Mobil Corporation. Mobil 1 is a trademark of Exxon Mobil Corporation or one of its subsidiaries.

With a proven record for performance, Mobil 1 is the World’s leading synthetic engine oil. However, leading in technology is only one thing. Mobil 1 goes further to boost your business performance because meeting the high demands of today’s customer triggers a higher demand. Mobil 1: the surest way to make the most out of your lubricant business. To learn more, visit www.mobil1.com

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feature

Engine

Every dealer knows the internet is key to the future of the used car market. But how do you choose the right partner to get your stock online? Richard Aucock meets web experts Compucars to find out

U

sed cars, as you know, outsell new ones by a ratio of three to one. But how do those seven million or so buyers find these models? Well, if you ask nine in 10 of them, they’ll tell you just one resource: the internet. Soon, it will become the default choice in searching for cars.

So your presence here is imperative – and taken as read nowadays.

But even being on the net doesn’t guarantee success. Remember, nearly every buyer searches for cars, rather than locating an exact car on the net.

What will they therefore pull up? A list of models – 10, maybe 20 cars long. Per page. If the car you have in stock is popular, the page count can be 10, maybe 20 long, too. That’s thousands of cars.

You have no guarantees your car will be spotted, even if you do have a presence on the web.

‘But with advertisements placed on more than one website, the chances of generating enquiries is hugely increased.’ That’s according to Ayo Samuel, national sales manager of Compucars. co.uk. ‘Advertisers should not rely on just one source to market their cars. An internet user is never guaranteed to find your cars in a list.’

This, he says, is where Compucars can help. It is a low-cost service that allows adverts to be placed on a portal for maximum exposure. By using clever syndication tools, which fire your adverts out to

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multiple sources, Samuel says up to 1.4m users could be seeing your stock if you advertise with him. For how much? £30 a week per 50 vehicles.

Even better, for car buyers, it’s free. No wonder it can boast 14m page views per month…

Reasons for using it are compelling, says Samuel.

‘The dealers who are succeeding and selling stock in this difficult market are the ones who are increasing their online advertising spend.’

That’s not all. ‘Dealers need to be shouting from the rooftops that they have the best cars at the best prices to capture the attention of customers.’

All well and good. Spend more, and you’ll reach more. Easier said than done, when money is so tight. Samuel responds: use his service, and you’ll see results. Not only did the business launch a new website late last year, but it is also performing very well.

‘The latest Hitwise data to December 2008 showed that while other classified websites are experiencing a decrease in online visits, Compucars is bucking the trend and outperforming the automotive classifieds market,’ he explained.

And he tells us we shouldn’t just take his word for it. ‘It’s the best internet selling tool I’ve bought in the last two-three years.’ Who’s that? Geoff Pearson of Deutsche Marques. ‘Our sales are up 15 per cent on last year,’ adds Weybridge Vehicle Consultants. ‘Compucars continues to deliver high quality cost-effective sales leads, with a high conversion rate.’ That’s Cambria Autosales Holdings’ head of group marketing Ian Godbold.

They’re a happy lot, then. But why? Well, says Samuel, consistently being mentioned as in the top five websites for sales-enquiry delivery helps. But a big part of this success is also down to actively helping dealers produce the best ads possible, and the website’s monitoring services.

‘We give comprehensive advertiser stats – showing, for example, the date, time and duration of all telephone calls,’ says Samuel. ‘We can also

‘The latest Hitwise data to December 2008 showed that while other classified websites are experiencing a decrease in online visits, Compucars is bucking the trend and outperforming the automotive classifieds market’ provide the caller’s number, how many times each individual car appeared in the search results, and even how many times it was clicked on.’

He says call logging – using 0844 cheap-rate numbers – helps here. ‘We’ve even found that a large proportion of callers stay on the line to the dealer for more than two minutes.’

Samuel has a worrying stat, though. ‘We have seen that up to one in five of these calls to the dealership go unanswered! All it would take would be a subscription to an answering service to cheaply capture those missed opportunities.’

Compucars’ analysis goes far deeper than just

that, though. Samuel can point to numbers showing that adverts without images get a lower response – far lower.

‘That’s why we allow all our ads to have multiple images. We can even hook into an image library, for ‘stock’ photos of that exact car where no images are available. This is ideal for placing images alongside an ad that’s just been placed, where the dealer hasn’t had time to photograph the car.’

The proof is in the pudding, says Samuel. ‘We’ve seen as many as 1.4m visitors viewing 14m pages – we can certainly back our words with facts.’ Maybe it’s time you found out more? [CD]

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ATTENTION ALL PRESTIGE CAR DEALERS...

CREATE THE HIGHEST INTEREST

WITH ONE OF THE

LOWEST RATES AROUND FROM

5.9%

APR

Dealer finance commission packages are also available from as low as 2.95% flat rate

Bridford works mainly with UK car dealers but if you’re an interested individual, call us today.

Or visit: www.bridford.co.uk

0844 815 8888 tim.marlow@bridford.co.uk CarDealerIss13.indd 40

6/3/09 09:54:53

%

R

cultclick cars right

...in association with G-Forces

Getting your message across to car buyers is easier online With many dealers cutting back their traditional marketing spend, G-Forces’ Tim Smith, explains why online ads are still growing

M

arketing and advertising remains an important and key element of your business during a recession and one of the most effective ways of delivering your message to the widest possible target audience is through online advertising.

The internet has grown exponentially since its commercial introduction in the early nineties and, as every new medium consumes its predecessor, so too has the amount of budget given over to online advertising from budgets.

In the UK alone, spending on internet advertising reached £1,682m in the first half of 2008, a massive increase of 21 per cent year-on-year. This was in a pre-recessive market place and while marketing budgets overall are predicted to decline over the coming year, the percentage amount of budgets given over to online advertising is still predicted to grow.

Research from Netimperative gives a clear example of the importance now placed on online advertising. While 31 per cent of advertisers will decrease their television expenditure and 40 per cent of businesses are lowering their newspaper ad spending, 73 per cent of businesses will increase their online ad spending.

From a personal perspective, an increasing amount of our automotive clients have been reducing their offline marketing spends in favour of web marketing and advertising as it has greater results in terms of cost-efficiency.

But why? Well, put it this way: if video did, indeed, kill the radio star, then the internet took video, along with radio and television, and bought it to an even wider audience then let them share it with their friends via social media sites. Not only that but the sheer size of

Pay-per-click advertising – seen here on the right and in the yellow bar – are options for dealers

‘The sheer size of the online audience means that advertisers can no longer ignore it.’ the online audience means advertisers can no longer ignore it. What’s more, it now serves as a reflection of the demographic make-up of the UK as a whole.

If the rumoured 85 per cent of advertising pre-internet went unnoticed there’s potential for online advertising to prove equally ineffective given the size of the audience. In fact, a

streamlined and targeted online ad campaign can not only lower that percentage but, by aiming your message at an audience with a known interest in your product, can increase the chances of conversion. Automotive dealers can now focus their online advertising and deliver it to their target audience be it through advertisements on motoring blogs, automotive forums or pay-perclick advertising on specific search terms.

In short: online advertising gets the message delivered to those who want to see it. As companies streamline their budgets and search for more cost-effective and result-driven advertising campaigns, it’s no surprise that the spend on online advertising is predicted to continue growing.

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What is SAF?

Specialist Automotive Finance (SAF) was introduced by the Finance and Leasing Association (FLA) to raise skills and knowledge surrounding the sale of nance in car showrooms.

Where to nd SAF information?

www.SpecialistAutomotiveFinance.org.uk, the industry’s SAF portal. Includes a link to the competence test and supporting reference material. www.FinancingYourCar.org.uk, provides free advice to consumers on the products available to them in the showroom to help fund their next car purchase.

Why SAF?

www.SpecialistAutomotiveFinance.org.uk www.FinancingYourCar.org.uk

For dealership staff, the SAF competence test will be a real advantage. It will be clear recognition of your professionalism and expertise and will give customers condence in the quality of your advice on motor nance options.

Who should register for SAF?

SAF is free and open to anyone involved in the sale of motor nance. Companies should go to www.SpecialistAutomotiveFinance.org.uk for more information on how to register. For further information contact Amy Smith on 020 7420 9613 or email: amy.smith@a.org.uk

NEW FLA SEMINAR. MONDAY 11 MAY 2009. LONDON

Taxation for Business Cars: An update The government has spent some time reconsidering the corporation tax treatment of business cars. A new regime with capital allowances linked to CO2 emissions is scheduled for implementation from April 2009. The nal design of this new regime is expected to be conrmed in the March 2009 Budget, with the details included within the Finance Bill 2009.

This brieng will cover: •

The new rules and how these differ from the previous regime

•

Which cars are affected by the new regime

•

Implications for pricing and product development in response to the new regime

To register call Linda Charles on 0207420 9626 book online at www.atraining.org.uk or email linda.charles@a.org.uk for full booking information.

Car Dealer - FLA Debt Recovery f1 1 CarDealerIss13.indd 42

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cult cars servicing

in association with the Motor Industry Code of Practice

Time to back the one code CAR DEALER COMMENT: Editor James Baggott says it’s time the Code of Practice was backed by the whole industry WITH a super complaint hanging over the heads of the service and repair industry, isn’t it time everyone clubbed together and backed one code of practice?

That’s the question that keeps cropping up in the Car Dealer office when we discuss the schemes put in place to self-regulate the service and repair industry.

The Motor Industry Code of Practice for Service and Repair is clearly the industry leader, and we’re not just saying that because Codes director Chris Mason is a columnist – it’s because we truly believe it is. Not least because it meets the requirements laid down by the authorities to avoid the threatened super complaint.

So why does it still face opposition in the marketplace? The RMIF, for example, has actively promoted the Code of Practice to its members and the press recently, but take one look at its website and you’ll see it’s still highlighting its own reconciliation code too.

Surely they should just be ditching their offering and backing one industry standard? If everyone is singing from the same hymn sheet – and the Code of Practice is obviously working – then why not back it fully?

It’s obvious that strength in numbers is the goal to satisfy Consumer Focus, the OFT and the government so they don’t need to go down the super complaint route.

But the industry also needs a ‘central operation’ so it can properly self regulate – as the official bodies are demanding. This will give

Cracking the Code Chris Mason, says you should make it your code of honour

K

Would backing one code boost confidence? consumers the confidence they need in the service, and rid the industry of its shady past.

So what do the RMIF say? Why don’t they just openly back the Code of Practice by ditching their own scheme altogether? Well, Car Dealer put it to them and this is what they said: ‘We’ll get back to you.’ As soon as they do get in touch, I’ll let you know what they say, but in the meantime we asked Mason what he thought.

‘We need a call to arms for the trade associations to really put their weight behind the Code and provide some consistency in advice to motorists who are looking to them for a steer in the right direction,’ he told Car Dealer.

And we agree. It’s about time the old codes were retired and the industry backed one standard? We have no doubt that standard is the Code of Practice – but just how long will it take before everyone else in the trade realises this too?

eep the customer happy. It is an old saying but one that still holds good in my opinion – and certainly something that is at the heart of Motor Codes operations.

For example, the aim of the Motor Industry Code of Practice for Service and Repair is to address consumer concerns about the garage sector and after only a few months in action, we are getting feedback that people really like the way it has helped them.

Customers like a deal ‘People like that comes with assurance and the means doing to address any issues business with that may arise – which people they the Code does – but what seems to give the like – it’s that biggest peace of mind is simple.’ that it’s being embraced voluntarily. A business that is willing to commit to self regulation is signalling that it is an honest and responsible operation to deal with.

This is good news for the customer – but more positively it is great news for us in the industry.

It demonstrates that despite those reports in the papers, tarnishing the reputation of our valuable sector, there are a host of good guys out there. That may be no surprise to us who work in the industry but it’s the start of a powerful message to the public. People like doing business with people they like – it’s simple, but it is what the Code is all about.

Through open and honest trading, having discussions up front and if necessary continued dialogue, the result should be... no surprises!

For more information see motorindustrycodes.co.uk

Ford invests in the dealership technicians of the future FORD apprentices now have a new workshop in the south east. The site at Central Sussex College has just been opened by skills and apprenticeships minister Lord Tony Young, to help celebrate National Apprenticeship Week.

The blue oval has kitted it out with three cars, engines, gearboxes and tools. It will be used by the 120 apprentices taking part in the Ford Masters Apprenticeship Programme.

They’re among 1,100 Ford UK apprentices, who follow a three-year course. This includes on-the-job training, plus courses at one of

seven local colleges selected by Ford’s training partner Skillnet.

Mike Willis, principal of Ford College, said: ‘The programme is an exciting route into the modern, high-tech working environment of today’s workshops. New vehicles depend on highly sophisticated technology and require servicing by technicians with advanced skills.’

Richard Brooks, Central Sussex College director of technology, added: ‘Investing in today’s trainees is essential for continuing the success of the motor industry.’

Good for customers, good for our industry, good for your business.

trade_ad190x30a.indd 1

09:57:13

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Find out more about the new Service and Repair Code at motorindustrycodes.co.uk

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...in association with Really Good Domains

dot com

...in association with Really Good Domains

Are you making the most of 09-plate change traffic?

Really Good Domains look at how you can maximise your sales enquiries during the busiest time of the year

S

ales, sales, and more sales will undoubtedly be the focus in car dealerships up and down the country, with the ‘09’ registrations in full swing for the whole of March.

The plate change helps boost the numbers of people interested in downsizing, upsizing or generally looking for a car, but do you have the procedures and processes in place to ensure you firstly capture all sales enquiries and secondly follow up these enquiries in a timely and professional manner to convert the enquiry into a sale?

In this day and age people demand excellent customer service and interaction, yet still the automotive industry lags behind many others in surveys. One recent poll showed that 50 per cent of customers were left unimpressed by the level of service provided to them by their car dealer! While one provider of online ‘live’ contact software revealed that only 60 per cent of enquiries through this software were answered by dealership staff.

In the current contracting market, many dealerships will need to increase their sales-toenquiry ratio to make up the shortfall in actual numbers of people wanting to buy a car. Every failed enquiry is a potential sale lost to another dealership.

So what steps can dealerships take to ensure all enquiries are captured, allocated and dealt with accordingly? At the dealership – if you have the space then having a display of each model available is an absolute must. If you don’t have the space then pick the most popular models among the public, not just the aesthetically pleasing!

‘Only responding to enquiries between 10am and 5pm, Monday to Saturday is a sure-fire way to lose sales.’

While the ‘hard sell’ is not appreciated by the public, taking time to meet and greet is vital when a potential customer steps into the dealership. At Really Good Domains we hear stories all the time of people wandering in and around the building without so much as a hello from a friendly sales person!

Online is crucial to the success of a dealership too. Car Dealer revealed last month that some 88 per cent of car buyers use the internet as a resource tool and the volume of telephone enquiries generated from the website and online advertising is often overlooked.

Dealership websites and portals such as Save MoneyOnCars.co.uk can be viewed all day and should be thought of as your 24-hour showroom with clear photos and video, plenty of information, and clear contact details. People are online 24 hours a day, so the ability to interact and respond to enquiries outside of the normal nine to five is increasingly important.

Someone submitting an online sale enquiry placed on Saturday morning might have made their purchase by Sunday afternoon. Only responding to enquiries between 10am and 5pm, Monday to Saturday is a sure-fire way of missing out on sales.

An online enquiry form which allows the person to specify a preferred method of communication and a time to contact can really assist in making the difference and minimise the chance of losing that vital sale.

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Online advertising that works ...from a name you can trust If you’re interested in selling seriously more vehicles, call 0161 482 7650 now

CarDealerMag.co.uk | 45 ing.com CarSupermarkets.co.uk TheGreenCarWebsite.co.uk VanLeasingSpecialOffers.co.uk SaveMoneyOnCars.co.uk R TheVanWebsite.co.uk ContractHireAndLeasing.com CarLeasingSpecialOffers.co.uk FleetDirectory.co.uk TheGreenCarW car.co.uk VanLeasingSpecialOffers.co.uk TheVanWebsite.co.uk CarSupermarkets.co.uk CarLeasingSpecialOffers.co.uk CarDealerIss13.indd 45 6/3/09 09:55:00 ing.com CarLeasingSpecialOffers.co.uk FleetDirectory.co.uk ContractHireAndLeasing.com SaveMoneyOnCars.co.uk C



It’s Best when… ...we remember what you like, how you like it and when you want it

Jean Dobbie is Breakfast Supervisor at the Best Western Bruntsfield Hotel in Edinburgh. She Knows exactly what all the regular guests like and dislike as well as what time they will come down for breakfast. Her long service at the hotel means she knows what they will eat without them even having to ask.

Just one of the many individuals whose dedication sets us apart.

Individuality at the heart of every Best Western Hotel Car Dealer:Best Western 03/02/2009 16:52 Page 2

Welcome to the Best Western Inverness Palace Hotel & Spa, a superb and stylish 3-star superior hotel located in the heart of the city centre. The hotel rests by the banks of the River Ness, opposite the Inverness Castle. This 88 bedroom hotel balances classic with contemporary design. You'll enjoy new, tastefully appointed bedrooms, a superb luxury leisure club, free car parking, free Wi-Fi internet access, Sky Sports, Starbucks coffee and a choice of the new brasserie or the restaurant for dining.

Individuality at the heart of every Best Western Hotel

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...in association with Vansunited.co.uk

cars LCVcult insight

LCV demand booming!

BCA reveals demand for vans is soaring as confidence returns to the market in February

D

emand for LCVs is continuing to improve, says auctioneers BCA, as confidence returns to the sector.

February sales were so strong, the company has even had to introduce a new LCV sale day at its BCA Bedford site and this comes on the back of strong January sales, too.

BCA reports that stock is in short supply, which is helping keep prices high. But vendors are remaining realistic, and are helping to foster signs of life in the market – proven by high conversion rates.

The company’s head of LCV sales, Duncan Ward, said: ‘February has delivered more of what we saw in January. Following a long period in the doldrums, there is a lot more confidence in the used LCV market in 2009, and that is reflected in stronger bidding, higher conversions and improving prices.

‘Many dealers ran stocks down last year and have been busy replenishing their forecourts in 2009 in response to a spike in retail demand.’

Surely this runs counter to the economic doldrums faced by the retail industry? Well, perceptions are one thing, says Ward, reality another. ‘There are increasing numbers of redundancies in manufacturing and engineering,’ he admits. ‘But many of these will be skilled tradesmen and women who will strike out on their own. The first thing they will buy with their redundancy money is a van.’

In addition, he says many small businesses have ring-fenced the troubles of 2008 and are now looking to the future.

‘New budgets will be in place, and many businesses will replace any long-in-the-tooth vehicles with newer, more efficient models,’ he says. ‘Used commercial vehicles are hardly a glamour buy, but they are a business tool.’

So what are the winners and losers? Well, Ward says double-cab pick-ups are coming back strongly for a start.

‘Values virtually flat-lined last year, with little

First pictures of Nissan’s new Transit rival NISSAN has revealed the first images of its new small van, the Ford Transit-rivalling NV200.

Three different configurations of the new model will be available – including two versions of a seven-seat people carrier derivative.

The Nissan NV200 gets sliding side doors, and the van variant

has 4.1m3 of loading space. As for the people-carrying model, this comes in two guises: a functional Combi for loads and passengers, and a plusher passenger version.

The new NV200 marks the beginning of a big expansion period for Nissan, says the company’s senior vice-president

or no interest at the top end of the market.

Buyers expected huge reductions before they would show any interest,’ he said. ‘Values have recovered this year, but remain well behind where they were when the credit crunch began.’

Car-sized vans remain strong too. ‘There’s plenty of demand for Berlingo, Kangoo, Combo and Connect, providing the spec and condition are good. Vans with a bit of power in good colours are much sought after. There’s also lots of

Andy Palmer. ‘We aim to expand our business with smart new products and services that meet the needs of our customers, both in Europe and around the world,’ he said.

Engines include a 1.6 petrol, and a 1.5 dCi with 86bhp. Cost of ownership is projected to be among the lowest in the class.

interest in hatchback vans such as Fiesta and Corsavan.’

SWB panel vans remain in demand too, but the market for larger 3.5 tonne vans remains difficult. ‘It is enduring a difficult time because there is a lot of stock about,’ said Ward.

‘Even late-plate, clean and reasonably valued stock is under pressure, because of over-supply and awareness that there are some spectacular new deals out there.’

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gr8 ftr

D Is the text message the next weapon of choice for the discerning dealer?

Richard Aucock catches up with the man who reckons the mobile phone is the key to future sales success

irect mail. You can love it and hate it in equal measure. You pay big to run a campaign, but how much of it actually gets read? The figures in some cases can be high, but we bet they’re not this high: 97 per cent.

Yet, that’s how many text messages that people receive are actually read. Mind-blowing.

Which is why Phillip Carter is finding car dealers are so receptive to his services.

He runs Car Text Services, which we introduced to Car Dealer readers late last year. Since then, he’s had hundreds of dealers getting in touch, with a lot of them subsequently taking on his services.

To recap, Car Text Services is a means of dealers utilising the power of text. Print a number in your ads, reading ‘for more info, text Car 112’ to this five-digit number. Customers do so and they’re texted back full specs of that car. And the best bit is the dealer has their number for a follow-up call. Speed? Instantaneous. Cost? Minimal. Simplicity? Couldn’t be easier.

Great stuff.

But now, that original package has been enhanced even further, with a handy new add-on: Bulk SMS. What’s more, it’s totally free to those who already subscribe to Car Text Services, and will become a standard part of the deal for future customers (it can even be purchased as a stand-alone module). So what is it?

Well, it’s a means of dealers harnessing the vast array of free information already within their databases…

Think about it. You have mobile telephone numbers for the vast majority of your customers. How great would it be to ‘text’ them with your latest deals?

Pretty great, sure, but surely quite hard to do? Not at all. With Carter’s bulk SMS, you can stream all of those ‘07’ numbers out of your database simply, attach a 140-character message, and get in touch with every single customer in an instant – merely by clicking a button on your computer.

Potential uses, as Carter explains, are innumerate.

‘The applications are as broad as your imagination.

Say, for example, you’ve got a weekend-only series of special offers. You could let your customers know about this really quickly – even extending this to events and other gatherings.

‘If you’re an existing customer of ours, it won’t cost you a penny – seriously, it’s totally free to set up. All

and text the 48 | CarDealerMag.co.uk

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you have to pay for are the texts and we discount those heavily too. Plus, as you already have the information in your database, that’s free too!’

So dealers can have a fast-to-market means of contacting their customers, that has success rates proven to be among the highest around. But while that’s cool, it’s all fairly stock stuff. Can you do anything more with it? Indeed you can. ‘I had four dealers ring me up recently,’ says Carter, ‘to see if they could run a text campaign to customers, inviting people in to get their vehicles valued.

‘The text ran something like “Credit crunch – what credit crunch? We have buyers queuing round the door to buy cars like yours!”, and this was set up by us here in minutes. The response rate for the dealers was phenomenal – simply because they’re so desperate for used stock. But it also helps illustrate how flexible our system is.’

And if you want to cast the net even wider than your existing customer base, Carter says it’s not a problem. ‘You can purchase a targeted list of numbers for potential customers, and text them alongside your existing former customers.’

Hang on, what about the legality of this? Is it OK to send texts directly? Fear not. ‘It’s perfectly legitimate for dealers to contact past and present customers. But it’s also perfectly legal to text out customers from lists you’ve bought in, so long as they haven’t ticked any non-contact boxes.’

This means your potential reach, with a little investment, can be immense. And again, don’t forget, read by 97 per cent of people who receive it. ‘So long as dealers use the service responsibly, remembering that even texts from them should be considered an extension of the dealer’s PR, then they have nothing to fear,’ added Carter.

There’s a flip-side, too – dealers can advertise that they’re looking for stock, and give out a number for drivers to text in with their registration and vehicle condition. ‘The dealer can then value this, and get straight back in touch. It’s another proven

‘The response rate for the dealers was phenomenal – simply because they’re so desperate for used stock. But it also helps illustrate how flexible our system is’

way of interacting with customers,’ says Carter.

If you like these ideas, fear not – Carter has plenty more. ‘Really, the bulk SMS service is so flexible, it’s simply a matter of chatting to me, to come up with the best solution for you,’ he says.

‘Take my local pub. Last month, I convinced the landlord to use my service. Every Tuesday and Thursday, he sends out a bulk SMS to his customers, advising them what football games are being shown, whether there’s a quiz on, details of any one-night-only beer offers, plus anything else that may be of interest.

‘He puts on the times, full details – and I, when I get one, just forward the text on to my mates, to see whether they’re up for it. Do it in seconds: much quicker than writing an e-mail!’

And it’s proven effective? ‘I should say so. He’s doubled his takings on the night he runs bulk SMS promotions! It’s giving him real added services, that he simply didn’t know existed – and he’s seeing the direct benefits in the till at the end of the night.’

When even a pub landlord is sold, it tells you something. Maybe it’s time you gave Carter a call?

Even better, text him… [CD]

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Peering into the lives of the motor trade...

On The Spot

Name: Justin Ashton Age: 35 Lives: Scalby, near Scarborough, North Yorks.

Any family? Liberty, Reuben and Daisy.

company focused on growth, prices are keen and margins are tight.

What do you drive? Lexus GS300.

What is the biggest challenge car dealers face?

Getting the right people in the business. Find the best you can and look after them well. We need to make the motor trade appeal to bright people from What newspapers/magazines school and uni – there are few do you read? The Independent other industries I could have and The Sunday Times. Occasion- progressed in so quickly or learnt ally Esquire, Viz or Private Eye so many different skills from. depending on time available.

What would be your number one tip for car What is the most expensive thing you’ve ever bought? dealers? Make an appointment I once had a double pram made with me to let me show you especially and air-freighted from how to harness technology that New Zealand, as my wife would improves your business and can only have a red one and they demonstrate a real benefit. didn’t make them here.

And finally... what’s your motto in life and business?

What’s your mobile phone ring tone? Standard Blackberry You can always sleep later.

Do you have an average day and how does it pan out?

If I’m away, it’s breakfast then preparation, lots of travelling and hopefully successful meetings. At home, it’s on the phone or email, drumming up business while keeping an eye on existing accounts.

What was your first job?

Trainee car salesman.

What was your first car?

Talbot Sunbeam ‘OCP 801X’ – but it was the faster one!

Who do you work for now?

Myself, as a director of WinWin World.

What does this involve?

I’m responsible for sales and customer relations for WinWin, spreading the word, making car dealers more profit through better processes.

What are your job’s biggest challenges? Getting

people to change their mindset, accepting technology can really make a difference to the bottom-line. Letting me have an appointment is a start!

Any downsides? 1,000 miles a week and an unhealthy knowledge of service stations – I could be on Mastermind about them.

How much do you earn?

Not enough yet! As a new

– never found another tune that doesn’t make me look uncool.

What was the first record you bought? Musical Youth – Pass the Dutchy.

Want to face the Car Dealer questions? It’s not as bad as it sounds. Email james@blackballmedia.co.uk for details

@

CarDealerMag.co.uk | 51 CarDealerIss13.indd 51

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competition

Watch Lewis’ Supercircuit and WIN replica helmet!

Car Dealer has teamed up with Mobil 1 to offer five lucky readers the chance to win a replica Lewis Hamilton helmet – just check out the champ’s Supercircuit...

Welcome to Lewis Hamilton’s Mobil 1 Supercircuit – linking his favourite turns and straights from the world’s most gruelling Grand Prix tracks.

For a real-time tour around Lewis’ dream circuit, please visit www.mobil1.eu 5TH GEAR & 255 KM/H

7 SPA-FRANCORCHAMPS - POUHON

6 SUZUKA - TURN 1

6TH GEAR & 260 KM/H

5 MONACO - TURN 12, TABAC

4TH GEAR & 172 KM/H

8 MONACO - TURN 4, CASINO

4 SPA-FRANCORCHAMPS EAU ROUGE 7TH GEAR & 295 KM/H

3RD GEAR & 130 KM/H

6TH GEAR & 295 KM/H 4TH GEAR & 175 KM/H

9 INTERLAGOS - MERGULHO

3 SUZUKA - 130R

7TH GEAR & 290 KM/H

10 SILVERSTONE - COPSE © 2008 Exxon Mobil Corporation The Mobil 1 logo and the ExxonMobil logo are trademarks of Exxon Mobil Corporation or

START/FINISH LINE

CarDealerIss13.indd 52

5TH GEAR & 200 KM/H

2 MAGNY COURS - ESTORIL

one of its subsidaries.

E

52 | CarDealerMag.co.uk

5TH GEAR & 260 KM/H

1 ISTANBUL - TURN 8

ver wondered what a racing circuit would like if you let a world champion design it?

Well, this is it! Vodafone McLaren Mercedes’ technology partner, Mobil 1, has challenged Lewis Hamilton to come up with a Supercircuit combining his favourite parts of tracks from around the world.

The fantasy circuit is a combination of the toughest corners, chicanes and straights on earth and the makers of Mobil 1 have put it together on VIDEO! To celebrate Lewis’ Supercircuit, Car Dealer has teamed up with Mobil 1 to offer readers the chance to win one of five replica helmets.

The helmets are exact copies of Lewis’ trademark lid – seen under his arm – but half the size. They are made from fibreglass and feature all the motifs and sponsorship that the full-size helmet carries.

The visor is tinted and tilts, there’s a realistic buckle and even foam padding on the inside. The helmets are worth £60 each – and are sure to become true collectors’ items.

To win one all you need to do is

log on to www.Mobil1.eu, click on Supercircuit and watch the amazing video of Lewis taking on his imaginary lap, then answer these two questions correctly – both of which are answered in the video!

1. At corner two, rapid oil flow is vital to protect and cool the engine – at this point how many times faster than Lewis’ heartbeat is the oil pulsing? a. 50 times faster b. 200 times faster c. 50 times faster 2. The tracks of how many individual countries are represented on Lewis’ Supercircuit? a. Six b. Seven c. Eight Entering is simple. Just send your name and address and the correct answers in an email with the subject header ‘Mobil1 Comp’ to us at james@blackballmedia.co.uk. We’ll pick five winners randomly and send them a replica helmet. Good luck!

6/3/09 09:55:23

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products 1. nuvifone G60

Price: £TBA Contact: garminasus.com MEET the gadget everyone will want by Christmas! Sat nav specialist Garmin has hooked up with computer firm Asus to produce the nuvifone G60. It’s been designed specifically with car drivers in mind and features smart sat nav, phone functions and web browsing. It has a 3MP camera, boasts 3G and WiFi connections, supports email access and, like its major rival the Apple iPhone, has a host of downloadable applications too.

1

2. Gear4 CarDock FM

Price: £70 Contact: gear4store.com WANT to play tracks stored on your iPhone or iPod touch through your car stereo? Then the CarDock FM is for you. It uses a low-power FM signal to broadcast your music to your radio.

There’s a slot that securely holds your player in place and clever Follow Me software constantly detects the clearest five frequencies and can adjust both your radio and CarDock to the best channel at the touch of a button.

3. V8 Bullet Mouse

Price: £17 Contact: caagis.com IF, like Nicolas Cage, you lusted after Eleanor in the remake of Gone In Sixty Seconds – here’s a way you can literally get your hands on a V8 brute! Ok, so it might not be life size, but you’ll be able to caress the curves of this Mustang-alike V8 Bullet Mouse every day. Suitable for PC or Mac it has two buttons, a scroll wheel – plus working lights and alloy wheels!

4. Eco Wind-up Walkie Tallkies Price: £60 Contact: boysstuff.co.uk TRAVELLING in convoy is all very well – until you need to get a message to your car companions.

These walkie talkies are perfect for keeping in touch and you don’t need to worry about them running out of juice on a long trip as they’re powered by a wind-up mechanism. They have a range of up to 3km, eight channels and can be charged up via a normal plug too. Just make sure a passenger does the talking!

5. Ray Ban Aviators

Price: £76 From: shadestation.co.uk FICKLE fashion followers change their sunglasses every year – but in these credit crunched times not everyone wants to be renewing annually.

That’s why picking a classic design like these Ray Ban Aviators is a sensible choice. Not only do they look uber-cool, but considering they’ve been around since 1965, they’re unlikely to go out of fashion any time soon! We think…

4

5

6. Kiwi Fuel Saver

Price: £200 Contact: thinkgeek.com IF you’re obsessed with keeping your fuel consumption below refinery-draining levels, this clever bit of kit could help. You plug the Kiwi into the diagnostic port of your car and it works out your engine’s optimum efficiency speed. Like a game, you have to obtain the highest Kiwi Score while driving which means you’re returning the best MPG. It can even show you how much money you’re saving on fuel as you go.

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ilk Bu y M rs ✔ Se l l Ca ise rt ✔Ads vfeor f re e ... job

Ne w j o b s d r a o b g n i t pos r o t o m e h t f or t rade . . .

s ’ t i d ...An y l e t e l c om p e g r a h c f o e e fr ✔ p u n g to si

to y a p y Wh s b o j e s i ad ve r t u yo n e h w ? o t e v a do n’t h

L o g on to C a rDe a le rM ag .c o.uk a n d ge t p os ti ng n o w It re a ll y is FR EE !!

Free job ads at CarDealerMag.co.uk CAR Dealer Magazine has launched an allnew free jobs posting board for the motor trade!

WHAT ARE WE TALKING ABOUT? Well, with the car industry struggling and automotive jobs getting axed left, right and centre we’ve decided to do something about it. We’ve teamed up with our friends at Skupe Net to let you post any available vacancies on our website COMPLETELY FREE OF CHARGE! WHAT’S THE CATCH? There isn’t one. It’s absolutely vital that when a position is available in these troublesome times

it is promoted to as many people as possible and not restricted to the companies that can afford to pay for the privilege of advertising on jobs boards. That’s why our site is FREE to use! We know it sounds too good to be true, but check out our site and you’ll see we’re not lying.

HOW DO YOU DO IT? All you have to do is register for an account – by entering your business name, telephone number and your details on our registration page of our website. Our partners at Skupe Net will then email you a password and you can start uploading your jobs. We can even accept feeds you use to post jobs on other sites – so if you’re a

recruitment agency uploading your jobs couldn’t be easier!

ANYTHING ELSE? Well, now you mention it there is. We’ll also be offering some fantastic upgrade packages for your listings. Basic job listings are very detailed, but you might want to give your special jobs even more prominence.

If you do, we can offer the addition of your logo to attract attention (£1.99 per job), featured slots on the first page of the jobs search engine and, for just £9.99, a copy of the main points of the advert printed in the next issue of Car Dealer Magazine. Deal, or no deal?

56 | CarDealerMag.co.uk CarDealerIss13.indd 56

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[ ADVERTISEMENT FEATURE ]

accident management

Find your perfect partner Want to improve revenues by up to £1m? We thought that would get your attention.

But it can be done! You just need to find the right partner for accident management

T

he average size car dealership can enhance their reputation with customers and improve revenue by £500k to £1m by adopting an active and effective accident management service.

There are two essential elements to success in this area. The dealership must pick the right accident management company to provide the service and must ensure buy-in at every level within the company to the service.

Get this wrong and there is a dribble of revenue and intermittent service. Get it right and revenues improve dramatically and consistent customer service enhances your brand.

How do I pick an effective accident management company?

Do they arrange and provide a full range of accident management services themselves? Do they undertake the legal aspect, arrange the credit hire/credit repair and arrange physiotherapy?

Most don’t – most will sell different elements of the claim to different providers and this causes complications and annoyance to the client.

‘Pick the wrong provider and there is a dribble of revenue – get it right and this can improve dramatically, while consistent customer service will improve your brand.’

Do they deal with fault and non-fault claims? Some claims companies tell the driver to contact the insurer themselves. In our view the ACM should be reporting the accident verbally and in writing on behalf of the customer and nailing the repair for the dealership. There are just about as many fault repairs to be captured as non faults and this is often a neglected area.

Is the provider of the service regulated by the Law Society? £2m to £3m insurance cover is automatically in place or the Ministry of Justice minimum level of regulation applies.

Are they an effective provider? What is their conversion rates for hire, repairs and injuries?

These rates give an indication as to the level of trust which customers have in the quality of that service. Conversion rates among ACMs vary between 15 per cent to 90 per cent.

Do they operate a branded service where one decision is taken on the case? This is a situation where the claim is automatically accepted for legal, hire, repair and physio without there needing to be different decisions by different companies.

Customer protection: Are there hire/insurance policies to cover the risk that the customer’s case might fail or if there is a shortfall on recovery?

Is the injured customer referred for immediate physiotherapy? This is popular with customers as their main aim is to recover

from their injuries as quickly as possible. They usually can’t get rapid physiotherapy on the NHS. Is the service provided on the basis that the costs are recovered from the other side?

Do they undertake work for insurance brokers? This is relevant because brokers rely on service for customers so poorly performing ACMs rarely survive long in the broker market.

The additional benefit is that brokers have outsourced accident management services for many years and kept a close view of how services are provided. Adopting some of the services and operational approaches involved in the broker sector assists dealerships.

And other questions to ask include: Is there a replacement like for like branded vehicle available? Is there a purchase scheme available? And are they a specialist solicitor or organisation?

Next month we will provide insight into what can be undertaken at your dealership to ensure accident management is effective financially and enhances your reputation.

This article was written by JJ Winn, managing director of Winn Assist, national specialist accident management company run by solicitors. Winn Assist is a trading name of Winn Solicitors Limited.

Web: winnsolicitors.com | Call: 0800 917 8177 | Email: solicitors@winnsolicitors.com CarDealerMag.co.uk | 57 CarDealerIss13.indd 57

6/3/09 09:58:14

auctions

SEAT dealers hungry for Ibizas at special auction Fleet Auction Group’s SEAT sale returns impressive figures while Jaguar network snaps up £2m worth of used cars

U

sed new-shape Ibizas have made their auction debut at a closed sale exclusively for SEAT dealers. And the cars have certainly inspired the marque’s retailers, with the 28-strong sale generating bids that averaged 115 per cent of CAP Clean!

Around 30 SEAT dealers were present at Fleet Auction Group in Leicester, for the approved used five-door Ibizas. Some of the new-shape cars made 118 per cent of CAP clean – needless to say, it was a 100 per cent conversion rate.

SEAT says it’s evidence of the pent up demand for used new-shape Ibizas.

Richard Bartlett, of Bartletts SEAT in St Leonards-on-Sea, near Hastings, said: ‘The availability of approved used Ibiza five-door models has come at a good time, as we’re finding Ibiza sales are generally performing very well. Adding the option of these cars to our stock means, simply, that we now have an offering for people who don’t consider themselves “new car” buyers.’

David Ardern, used car manager at SEAT UK, added: ‘We were expecting a busy auction at Leicester, but the competition for these Ibizas took us all a little by surprise.

‘There’s clearly massive demand for the Ibiza five-door, in both new and used form, and that’s great news – not just for us, but for buyers who can reasonably look forward to a robust residual value.’

There was good news at Manheim Auctions Bristol too, where a recent Jaguar used car sale recorded a 100 per cent conversion rate.

Two thirds of Jaguar’s nationwide dealer

SEAT held an exclusive sale for its dealer network with FLAG to sell off used Ibiza models

‘We now have an option for people who currently don’t consider themselves to be “new car” buyers.’ network took part in the auction, to raise a total of £2m at the 111-car sale. Some 50 Jaguar dealers physically attended, with another 15 bidding online.

Paul Stauvers, Jaguar national used car sales

manager, said: ‘Jaguar is very happy with this latest auction result, and particularly with the support from the dealer network in terms of attendance. January is usually a strong month for Jaguar used car sales, but to achieve a 100 per cent sale with strong prices was certainly very encouraging.

‘The desire from our dealer network for Jaguar used stock only goes to prove that dealers recognise the need to build their used car operations, even during these difficult trading conditions.’ The sale of Jaguar cars raised an average of 108 per cent of CAP Clean.

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58 | CarDealerMag.co.uk CarDealerIss13.indd 58

6/3/09 09:58:17

WINNsolicitors National Specialist Accident & Compensation Solicitors

USE OUR VIRTUAL RECEPTION TO CAPTURE FAULT CLAIMS AS WELL AS NON FAULT AND MAXIMISE YOUR CONVERSION RATE

GAIN MORE BUSINESS IMPROVE YOUR PROFIT MARGINS ENHANCE YOUR REPUTATION GAIN AND KEEP REPAIRS FROM YOUR CUSTOM BASE

OBTAIN NEW RETAIL CUSTOMERS GARAGE ACCIDENT MANAGEMENT If a customer attends wanting an estimate we can capture the repair for you even if it is a ‘fault’ claim. We will take details from the customer, report and confirm to his/her insurer and if he/ she wants you to do the repair. In 99%+ cases you keep the repair.

FREEPHONE 0800 917 8177 CarDealerIss13.indd 59

www.winnsolicitors.com email | solicitors@winnsolicitors.com

6/3/09 09:58:18

CarDealerIss13.indd 60

6/3/09 09:58:19

automation

...Advertisement feature

Making more cash out of your deals with technology New software isn’t something you should be scared of, but instead seen as a way to help you make more money out of every single car that leaves your showroom, says WinWin

W

ouldn’t it be great if the sales process was joined up with after sales and customer care? That way you could really maximise every opportunity.

It’s worth asking yourself how much a loyal, happy customer is worth? £10 per car, £20 per car, £100 even? And do you think your current processes make life easier for staff and customers?

Many dealers spend a lot of money on DMS and showroom systems to try to increase sales, profit and customer retention, but it’s hard to know if they’re working effectively for you.

Some systems are great but stand alone, so cannot complete the process, others try to be all things to all men – we’re sure you’ve heard the phrase ‘Jack of all trades, master of none’. By focusing on the customer touch-points, WinWin World might have the answer. Leaving accounts, parts inventory and workshop loading to others, allows WinWin to only develop solutions that increase revenue, profit and customer satisfaction.

WinIT Enquiry Management system will allow salespeople and receptionists to record all incoming enquiries quickly and easily. WinIT looks different to other showroom systems, using animation and graphics to give a more natural way of capturing prospects.

A great diary ensures no-one goes unnoticed too. At the right time, WinIT then passes details to TrackIT Optimiser to configure a deal and work out the most profitable way to do it.

With a few mouse clicks the part exchange is valued, HPI check done, settlement calculated, stocklists displayed, car configured, extras added, profits calculated, finance schemes compared and deal quickly stacked.

Offers are then presented on screen or on paper, negotiations quickly recalculated and once agreed, order forms printed, job cards sent to workshops, finance proposal submitted, profits logged and customer record updated in WinIT ready for follow up.

No more logging out of one system and into another to find information – all is displayed

WinWin’s products help you make profits stack up on every car you sell using clever software

‘TrackIT can calculate a settlement for every customer, every night, and bring them to your attention when they are in a position to change without cost.’ and available on a manager’s desktop.

Once delivered, KeepIT will take over, checking customer satisfaction, offering additional products then reminding of service/MOT/warranty expiry, using scripts to ensure consistency, recording calls to allow quality control and keeping customers in the cycle.

KeepIT can be used internally or externally, always live and in real time. Complaints can even be flagged and resolved without fuss.

DMS data can be retrieved to add to records, keeper details checked and duplicates removed.

Customers can then be marketed however you choose. Finance customers can be cherry-picked

at the right moment to change – TrackIT can calculate a settlement and a CAP value for every customer, every night, bringing them to your attention when they are in a position to change without cost, allowing a dealer to select potential customers for cars they need to sell quickly.

Data can be exchanged with most systems, integrating seamlessly into sales processes.

Logs can be populated without re-keying and live reports can be accessed, providing managers with key information on activity, deals done and profits made from almost anywhere in the world.

Customers using the systems are delighted with the increases in activity levels; conversion rates; chassis profit; F&I income; add-on sales; customer satisfaction; service retention; time saved re-keying data into multiple systems; professionalism of staff and consistency of approach. All systems are backed by an experienced team too, who understand how dealerships operate.

More details fromcallmenow@winwin world.co.uk or call (020) 7538 6688.

CarDealerMag.co.uk | 61 CarDealerIss13.indd 61

6/3/09 09:58:20

VIBRANT NEW SALES CHANNEL REGULAR ONLINE LIVE AUCTIONS ONE STOP SHOP DE-FLEET, REFURBISHMENT, DISPOSALS REDUCED COSTS HIGH QUALITY CONSISTENT SERVICE REVOLUTIONISING THE WAY VENDORS PRESENT USED CARS TO MARKET Cost | Convenience | Credibility

To find out more, contact us at:

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CarDealerIss13.indd 62

6/3/09 09:58:21

used cars z

Trading Places

...in association with BEN

Duo make £250 for BEN! It didn’t take Arron James boys long to sell the car they picked for BEN and using slick techniques they grabbed charity a slice of add-on cash too!

I

t’s a double whammy for BEN this month! Top Dewsbury car dealer James Brocklehurst has come up trumps, by striking one of the deals of the year – all to raise money for our needy automotive charity.

Last month, we reported on how Arron James partner Brocklehurst had selected a Peugeot 307CC to sell for the BEN cause. Well, what should happen, a few days after we went to press? ‘A guy walked in, completely cold, started browsing the cars and his eye was taken by the Peugeot,’ said Brocklehurst. ‘He started asking more questions, and we soon knew he was keen.’

But what was about to happen took even Brocklehurst by surprise.

‘It was a cracking motor, and so impressed our customer, he agreed to buy it – full up!’ And that wasn’t all. ‘We also sold him a good seleca reflection of the wider market. tion of add-ons, to help protect his More and more customers, he purchase.’ says, are receptive to such Incredible! So, what did the customer take up? ‘We sold a 12-month protection products – ‘and it’s encouraged by us, as it’s our warranty package, GAP finance insurance – and also convinced him to policy to automatically generate use our finance, rather than the less a finance quotation for the cuscompetitive deal offered by his bank. tomer, with them all included’.

‘Even if the customer says cash, It truly was a real success story!’ cash, cash, we’ll still generate a That’s testimony to Brocklehurst’s expert sales skills, of course. But also, finance quotation for them. Our

‘It was a cracking motor and so impressed our customer he agreed to buy it – full up!’ processes are set up so this takes seconds – and we ensure that all the add-on products are included as standard in the quote,’ he explained.

‘We can, of course, take them out if it’s too expensive for the customer’s budget. But, you see, it’s far easier to ski downhill – and easier still if the hill you build is as steep as possible.’

BEN – the automotive industry charity AROUND one in 10 people in the UK are eligible for BEN’s help. The charity provides assistance to more than 15,000 people, offering practical, emotional and financial support for issues ranging from disabilities to depression, loneliness and poverty.

Support varies from providing advice and

assistance with practical help, offering emotional support and working with other agencies to give specialist advice on debt. BEN has a nationwide team of welfare officers who make home visits to offer help to individuals and families. They examine the needs and support people through tough times.

Arron James duo James Brocklehurst and business manager John Box, right, have done well for BEN With the GAP product, the benefits to the customer are clear. ‘If the bubble bursts on values again, the customer would get extra protection.’

How did he make the switch from bank finance to dealer finance, though? ‘By using simple, traditional, good salesmanship. We explained to the customer that, in the current financial climate, it’s better for them to keep a route open at the bank.’

All of this means a grand total of £250 for BEN – that’s £100 from the sale of the car, plus £50 for each of the add-ons Brocklehurst’s team skillfully sold. A superb result! Now all we need is another willing trader to help out...

It wouldn’t have been possible without...

CarDealerMag.co.uk | 63 CarDealerIss13.indd 63

6/3/09 09:58:23

used cars

Small is still beautiful

Snow and ice has boosted the SUV market, says HPI’s Valuation Expert, Martin Keighley

U

sed values for March are up on average by two to four per cent. This reflects the current, often chaotic, trading conditions which has seen traders and dealers pay very strong money to get their hands on a piece of retail action.

There is an extreme shortage of quality stock and this shortage, combined with low forecourt stocks has led to used price increases. To confuse matters further, retail activity remains patchy at best, but there is evidence of an upturn in the private market and the number of consumers at auctions.

We have also found evidence of increased demand due to a couple of other factors. First, most retail sales appear to be financed from savings rather than new borrowing, perhaps helped by reduced mortgage outgoings or the effect of low interest rates on savings. Second, the recent snow and ice has, not surprisingly, brought an increase in interest in the SUV and 4x4 markets.

The past few years have seen an outbreak of fashion over functionality. Eager buyers have been channelled into great-looking cars and vans with often limited functionality. For example, the trend for large alloys with ultra wide low profile tyres, especially on ‘off-roaders’ and mid-sized vans have proved to be of no help in the recent snow and ice.

Despite the snow steering some buyers the way of the 4x4, nothing can knock the city, supermini and small car sectors from the top of the tree.

A shortage of decent stock is holding used values steady, according to HPI Used Car Valuations Index

T

he used wholesale market is relatively buoyant, however, buying to order and replenishing retail stocks is continuing.

Small cars with low mileage still make very strong money at auction with retailers prepared to work with smaller margins. The flip-side is higher mileage and larger cars are still struggling to find buyers. Expect the level of decreases to slow in the coming months, as last year’s fall comes into play.

January 2009 to February 2009 changes February usually sees used car values level out and this year is little different. Most month-on-month values show only a small decrease on both 12month and 36-month cars.

The 12-month petrol sector fared best, with values down just 1.5 per cent, while 36-month petrol vehicles and both diesel sectors saw values drop by 1.9 per cent.

Year-on-year changes Year-on-year used car values continue to slide, but the depreciation is slowing down. All cars at 12 months have seen the decline increasing by 1.5 per cent from -28.1 per cent to -29.6 per cent, while all 36-month cars have seen the fall increasing by one per cent to -34.9 per cent.

The 12-month diesel and petrol sectors have

Upper Medium sector 10 major fleet players Rank

Model

Ranked by residual value % 1 2 3 4

Models in range

been hit hardest with values falling 1.5 per cent from to -29.4 per cent and to -29.8 per cent respectively over the past year. Meanwhile, 36month petrol and diesel sectors saw a decline of around one per cent.

There continues to be much debate on the future of the new and used car markets, with analysts and politicians offering ill-informed opinions and forecasts. For certain, falling new car sales will inevitably lead to future used car stock shortages.

The weak pound has forced manufacturers to increase list prices, but substantial fleet discounts of 20-30 per cent are available on many models including recent mainstream launches.

However, this does not seem to be helping to shift the stock and it is estimated that there are around 500,000 unsold new cars parked up around the UK, with new model launches still taking place almost every week.

Vehicle life cycles are becoming too short and there seems to be far too many franchise dealers for the market to sustain. Desirable, quality used stock will remain scarce.

Dealers are scrabbling to get their hands on tidy, low mileage small cars

...in association with HPI Valuations Average new price

Average RV 36(60) £

Average RV 36(60) % Monthly depreciation cost £

5 6 7 8 9 10

Nissan Qashqai +2 Mercedes B-Class VW Caddy Maxi Nissan Qashqai Ford S-Max Dodge Journey Toyota Verso Honda FR-V SEAT Altea XL VW Touran

40 20 3 47 23 5 10 9 9 20

£20,331 £20,488 £17,182 £19,055 £22,832 £19,418 £18,429 £18,702 £16,553 £19,313

£7,138 £7,166 £5,950 £6,448 £7,199 £6,050 £5,550 £5,544 £4,689 £5,404

35.0 35.0 34.7 33.9 31.5 31.1 30.2 29.6 28.4 28.2

366 370 312 350 434 371 358 365 330 386

Ranked by monthly depreciation cost 1 2 3 4 5 6 7 8 9 10

Kia Carens VW Caddy Maxi SEAT Altea SEAT Altea XL Fiat Multipla VW Golf Plus Nissan Qashqai Toyota Verso Honda FR-V Nissan Qashqai +2

11 3 12 9 4 19 47 10 9 40

£14,675 £17,182 £15,785 £16,553 £16,048 £17,397 £19,055 £18,429 £18,702 £20,331

£3,859 £5,950 £4,369 £4,689 £4,000 £4,808 £6,448 £5,550 £5,544 £7,138

26.3 34.7 27.7 28.4 24.9 27.6 33.9 30.2 29.6 35.0

300 312 317 330 335 350 350 358 365 366

64 | CarDealerMag.co.uk CarDealerIss13.indd 64

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...in association with HPI Valuations

Industry calls for scrappage scheme as sales fall again

N

ew car sales were down nearly 22 per cent in February, leading to renewed calls for a scrappage scheme. These come as the SMMT’s figures show sales were down 21.9 per cent to 54,359 units.

‘New car registrations continue to decline and although the government recognises the importance of the motor industry, urgent action is still needed,’ said Paul Everitt, SMMT chief executive.

‘Other European countries have been proactive in assisting their automotive industries and it is

imperative that the UK government increases the pace in responding to proposals for a scrappage scheme and access to finance and credit.’

Sales in France – the first country to offer a support package with credit made available to car finance arms and a scrappage scheme – has seen sales decline, but by only 7.9 per cent.

How a scrappage scheme would work in the UK is unclear, but many are calling for incentives for buyers to chop in their old cars for greener new ones – with cash from the government for doing so.

Many believe this would be one of the best ways to boost the industry as it would give the industry the shot in the arm it needs.

A number of makers back the idea. Kia chiefs told Car Dealer at the Geneva Motor Show that they believed the scrappage proposals were the best way forward. But the spokesman for the firm warned that if it was announced today ‘it would have to be in place tomorrow’. ‘We can’t have the situation as we saw with VAT last year, where there’s an intermediary period,’ he said.

SMMT sales data February / year to date

Figures supplied by SMMT

February

Year to date -YTD

Marque

2009

% market share

2008

% market share

% Change

2009

%market share

2008

%market share

% Change

Abarth Alfa Romeo Aston Martin Audi Bentley BMW Cadillac Chevrolet Chrysler Citroen Corvette Daihatsu Daimler Dodge Fiat Ford Honda Hummer Hyundai Jaguar Jeep Kia Land Rover Lexus Lotus Mazda Mercedes-Benz MG MINI Mitsubishi Nissan Perodua Peugeot Porsche Proton Renault Rover Rover MG Saab SEAT Skoda smart Ssangyong Subaru Suzuki Tata Toyota Vauxhall Volkswagen Volvo Other British Other Imports Total

33 137 30 2,683 18 2,323 1 333 54 2,108 3 56 0 32 1,109 9,175 2,211 15 923 360 63 529 501 125 18 2,017 1,304 13 860 139 2,027 22 2,068 93 32 1,504 0 0 280 746 887 210 10 45 640 0 2,981 9,372 5,473 725 46 25 54,359

0.06 0.25 0.06 4.94 0.03 4.27 0.00 0.61 0.10 3.88 0.01 0.10 0.00 0.06 2.04 16.88 4.07 0.03 1.70 0.66 0.12 0.97 0.92 0.23 0.03 3.71 2.40 0.02 1.58 0.26 3.73 0.04 3.80 0.17 0.06 2.77 0.00 0.00 0.52 1.37 1.63 0.39 0.02 0.08 1.18 0.00 5.48 17.24 10.07 1.33 0.08 0.05 100.00

0 216 17 3,217 105 3,524 9 530 226 3,045 1 103 0 206 1,210 10,456 2,503 5 909 173 171 1,369 635 158 32 1,527 1,592 0 964 593 2,203 46 3,569 146 71 2,685 0 1 507 865 1,571 207 20 54 828 0 2,750 12,372 7,051 1,073 54 41 69,610

0.00 0.31 0.02 4.62 0.15 5.06 0.01 0.76 0.32 4.37 0.00 0.15 0.00 0.30 1.74 15.02 3.60 0.01 1.31 0.25 0.25 1.97 0.91 0.23 0.05 2.19 2.29 0.00 1.38 0.85 3.16 0.07 5.13 0.21 0.10 3.86 0.00 0.00 0.73 1.24 2.26 0.30 0.03 0.08 1.19 0.00 3.95 17.77 10.13 1.54 0.08 0.06 100.00

0.00 -36.57 76.47 -16.60 -82.86 -34.08 -88.89 -37.17 -76.11 -30.77 200.00 -45.63 0.00 -84.47 -8.35 -12.25 -11.67 200.00 1.54 108.09 -63.16 -61.36 -21.10 -20.89 -43.75 32.09 -18.09 0.00 -10.79 -76.56 -7.99 -52.17 -42.06 -36.30 -54.93 -43.99 0.00 -100.00 -44.77 -13.76 -43.54 1.45 -50.00 -16.67 -22.71 0.00 8.40 -24.25 -22.38 -32.43 -14.81 -39.02 -21.91

80 494 81 8,813 71 6,490 3 1,199 150 5,772 6 153 1 64 3,460 30,126 6,884 25 2,808 1,533 118 2,234 2,089 559 46 4,586 4,515 25 2,498 482 6,549 56 7,827 502 101 4,603 0 0 891 2,414 2,441 580 29 184 1,324 0 11,342 24,972 14,275 2,755 102 134 166,446

0.05 0.30 0.05 5.29 0.04 3.90 0.00 0.72 0.09 3.47 0.00 0.09 0.00 0.04 2.08 18.10 4.14 0.02 1.69 0.92 0.07 1.34 1.26 0.34 0.03 2.76 2.71 0.02 1.50 0.29 3.93 0.03 4.70 0.30 0.06 2.77 0.00 0.00 0.54 1.45 1.47 0.35 0.02 0.11 0.80 0.00 6.81 15.00 8.58 1.66 0.06 0.08 100.00

0 842 112 12,842 237 10,571 33 2,609 645 9,218 3 416 7 574 3,999 36,946 10,237 13 2,693 930 437 3,376 3,962 1,072 74 5,702 6,824 0 3,480 1,856 6,869 80 12,452 728 186 10,294 0 1 1,436 3,496 3,912 799 177 400 1,820 0 11,237 34,048 20,192 3,412 155 303 231,707

0.00 0.36 0.05 5.54 0.10 4.56 0.01 1.13 0.28 3.98 0.00 0.18 0.00 0.25 1.73 15.95 4.42 0.01 1.16 0.40 0.19 1.46 1.71 0.46 0.03 2.46 2.95 0.00 1.50 0.80 2.96 0.03 5.37 0.31 0.08 4.44 0.00 0.00 0.62 1.51 1.69 0.34 0.08 0.17 0.79 0.00 4.85 14.69 8.71 1.47 0.07 0.13 100.00

0.00 -41.33 -27.68 -31.37 -70.04 -38.61 -90.91 -54.04 -76.74 -37.38 100.00 -63.22 -85.71 -88.85 -13.48 -18.46 -32.75 92.31 4.27 64.84 -73.00 -33.83 -47.27 -47.85 -37.84 -19.57 -33.84 0.00 -28.22 -74.03 -4.66 -30.00 -37.14 -31.04 -45.70 -55.28 0.00 -100.00 -37.95 -30.95 -37.60 -27.41 -83.62 -54.00 -27.25 0.00 0.93 -26.66 -29.30 -19.26 -34.19 -55.78 -28.17

Get these figures first every month! New car sales figures revealed at CarDealerMag.co.uk on the fourth working day of every month.

CarDealerMag.co.uk | 65 CarDealerIss13.indd 65

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tail light

Sub-Prime Time O

n Car Dealer’s first birthday I thought a review of my columns over the past year might be interesting. For issue one (April), I noted that the relationships between dealers and finance providers would be strained, with the potential for reduced commissions and fewer approvals urging dealers to work with finance providers that recognised the value of a ‘partnership’.

In May, I said dealers should be careful of working with finance providers that had their own retail sites because these providers would recycle customers to themselves, meaning dealers needed to protect their repeat business. In June, I made it clear that the non-prime population was growing fast, and highlighted the opportunity for dealers to re-stock towards this population. And in July, I urged dealers to re-establish contact with their previous customers to maintain their relationships for the future.

I explained that many ‘previously prime’ customers were now finding themselves to be non-standard in August and suggested dealers help these customers get over their initial embarrassment and pass them to finance providers that knew how to handle them.

Then, in September, I said I had a feeling of déjà vu and likened the market at that time to the start of the recession in the early 90s. I also noted the continued need for action and also suggested that dealers dig out their old address books and find out what the old guys did during the previous recession to survive.

In October, I again noted the growth in the non-standard population and said that I was expecting an upturn in business as this population started to buy once more.

In November, I suggested that one-in-three of the customers walking into dealers would be considered nonstandard and unable to get prime finance in the years

‘It’s been a turbulent market during Car Dealer’s first year, but a number of key themes jump out at me after reviewing my columns of the past 12 months.’ ahead. I suggested that dealers considered this carefully, stocked towards this potential, down-sold sympathetically, and worked in partnership with finance providers that understood these customers’ needs.

In December, I said dealers shouldn’t have to pay brokers or finance providers simply to gain access to funding for their customers, and if this practice continued it could be the tip of the iceberg with dealers having to pay for all sorts of ‘niche’ customers. In 2009, I’ve said the opportunities that lie in the changed buying habits of customers towards smaller more economical cars, the difficulties dealers are facing in obtaining funding for their customers and that dealers who are still advertising finance for non-standard customers are attracting new and useful levels of business.

It’s been a turbulent market during Car Dealer’s first year and two key themes jump out at me. Firstly, the non-standard population is growing, and secondly, dealers should partner with a dependable finance company that can help them. Happy birthday guys, you’re producing a great magazine!

is chief executive officer of First Response Finance. For Who is Don Brough? Don more information visit www.frfl.co.uk or call 0115 946 6370

CarDealer.

PO Box 227 | GOSPORT | PO12 9DE [ISSN 1759-5444] Tel: 023 9252 2434 | www.cardealermagazine.co.uk

Editorial Director James Baggott E: james@blackballmedia.co.uk T: 023 9252 2434

Advertising Manager Darren Stokes E: darren@blackballmedia.co.uk T: 023 9252 2434

Deputy Editor Richard Aucock E: rich@blackballmedia.co.uk T: 023 9252 2434

Picture Editor Mandy Taylor E: mandy@unp.co.uk T: 01274 412222

Contributors Chris Jervis, Dan Harris, Mike Askew, Dave Timmis, Duncan Chappell, Simon Evans, Jack Kyte and Will Baggott Thanks to...

Owen Buggy, Tim Marlow, Tim Naylor, Linda Baggott and Bernard McGranaghan

Car Dealer is published

by Blackball Media Ltd (Company No 6473855) and printed

by Warners. All rights reserved. Conditions of sale and supply include the fact Car Dealer shall not, without our consent, be lent, resold, hired out or otherwise disposed of in a mutilated way or in any unauthorised cover by way of trade or affixed to or as any part of a publication or advertising, literary or pictorial matter whatsoever.

Car Dealer is fully protected by copyright and nothing may be printed wholly or in part without permission.

66 | CarDealerMag.co.uk

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0115 946 6370

Many Happy Returns 17% of our business comes from returning customers – and we always encourage people to visit the same dealer for their next vehicle (or point them towards a supporting dealer from our network).

To help your business benefit from our many returning customers, join our dealer network by calling 0115 946 6370 today.

First Response Finance Limited, Chetwynd Business Park, 5 Regan Way, Chilwell, Nottingham NG9 6RZ

CarDealerIss13.indd 67

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PI ay m w ro is H ea f on gh iv ce ni u Dr ran U hro su ich e t In rw abl l No vai a ly on

Insurance

cover notes

within an hour, not a week!

7HETHER YOU CURRENTLY USE (0) OR NOT WE HAVE SOME GREAT OFFERS ON $RIVEAWAY TO HELP KEEP YOUR STOCK MOVING N &2%% ).352!.#% DAYS FREE INSURANCE FOR YOUR CUSTOMERS N &2%% 3%26)#% $RIVEAWAY IS FREE TO (0) $EALERS FREE INTRODUCTORY OFFERS ARE AVAILABLE TO NON (0) DEALERS N +%%03 9/5 ). #/.42/, 4HE CUSTOMER ARRANGES THE &2%% DAY INSURANCE POLICY FROM YOUR PREMISES N 30%%$3 50 4(% 3!,%3 02/#%33 7E EMAIL YOU THE COVER NOTE WITHIN AN HOUR SO YOU CAN TAX THE VEHICLE THERE AND THEN N ).#2%!3%3 #534/-%2 3!4)3&!#4)/.

9OU CAN GIVE YOUR CUSTOMERS &2%% FULLY COMPREHENSIVE INSURANCE FOR DAYS AND DELIVER THEIR VEHICLE SOONER THAN THEY EXPECTED N %!39 4/ 53% )T ONLY TAKES ONE PHONE CALL FROM YOUR CUSTOMER TO ARRANGE THE &2%% DAY INSURANCE POLICY N #/--)33)/. !6!),!",% #ALL US TO ½ND OUT MORE ABOUT OUR EXCITING NEW COMMISSION STRUCTURE

&ANTASTIC OFFERS AVAILABLE IN -ARCH #ALL TO ½ND OUT MORE

THE GENUINE ARTICLE )NSURANCE UNDERWRITTEN BY .ORWICH 5NION )NSURANCE ,IMITED 2EGISTERED /F½CE 3URREY 3TREET .ORWICH .2 .' 2EGISTERED IN %NGLAND .O !UTHORISED AND REGULATED BY THE &INANCIAL 3ERVICES !UTHORITY #OVER NOT AVAILABLE IN . )RELAND !GE RESTRICTIONS APPLY .ORWICH 5NION $IRECT MAY DECLINE TO QUOTE IN SOME CIRCUMSTANCES MEANING THAT THE DAYS´ COMPLIMENTARY COVER CANNOT BE GIVEN /NLY ONE $RIVEAWAY INSURANCE POLICY IS PERMITTED PER CUSTOMER PER VEHICLE REGISTRATION NUMBER #ALLS WILL BE CHARGED AT LOCAL RATE AND MAY BE RECORDED AND OR MONITORED (0) AND THE (0) LOGO ARE REGISTERED TRADEMARKS OF (0) ,IMITED (0) IS A 3OLERA COMPANY

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