Car Dealer Magazine: Issue 46 by Blackball Media

Issue 46 | January 2012 | CarDealerMag.co.uk | £3.50

It’s Picarso! special report DRIVEN camaro, Corvette & VOLT PLUS how our Cover was made INTERVIEW Mark Terry

PLUS EWARDS 2011 WINNERS AND 12 for 2012: The firms to use next year AND Big Mike Special

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IGNITION.

Editorial Director James Baggott james@blackballmedia.co.uk Twitter: @CarDealerEd STAFF WRITER James Batchelor james.batchelor@blackballmedia.co.uk Twitter: @jrrbatchelor Sub Editor Dave Brown dave@blackballmedia.co.uk Twitter: @CarDealerDave ADVERTISING Manager Duncan Chappell duncan@blackballmedia.co.uk Twitter: @CarDealerAds Advertising EXECUTIVE Jade Simmonds jade@blackballmedia.co.uk Twitter: @CarDealerJade Car Dealer Club sales Executive Natasha Smith natasha@blackballmedia.co.uk

Contributors Mike Jones, Big Mike, Alex Goy, James Litton, Tim Naylor, Tim Smith, Martin Hill, Tim Heavisides, Richard Hoggart and Jonathan Such

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Company No. 6473855 VAT No. 933 8428 05 ISSN No: 1759-5444 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.

month I made the Welcome. This 12,000-mile round trip to

report on the madness that is the Tokyo motor show. I won’t lie – a huge amount shocked me while I was out there: The food, the customs, the heated toilet seats, the murdering of live prawns on a hot plate in front of my very eyes and the amazing taste of Kobe beef. On a serious note, the country’s resilience to the devastating earthquake and tsunami that ravaged the country in March was also breath-taking. I spent the week in Tokyo and was hard pressed to spot there had been a monumental natural disaster only a few months ago. Yes, there was building work taking place which could have been repairs, but I hardly noticed it. bbc.co.uk The show was fantastic. Ok, so there wasn’t the same number of key debuts as Frankfurt (the show girl count was similar), but the Toyota GT86 and Subaru BRZ pairing impressed, as did Nissan’s Nismo concepts. The show was also packed with some mad concept cars (which you can read about on p18), which highlighted the trend electric powered ‘commuter vehicles’. www.google.co.uk I also learnt the Japanese are a nation of car nuts. I was lucky enough to spend the weekend at Nismo Festival, a huge event attended by 32,000 people to celebrate Nissan’s achievements in motorsport over the year. The amount of car-loving attendees was staggering and the event, like a mini Goodwood, was packed with some seriously cool cars. I came away with an itch for a 350Z that may just have to be scratched. My colleague, Dave Brown, has also been in the Far East this month, visiting Taiwan and learning all about the up-andcoming motor industry there. He’s only just got back as I write this, but he tells me they have hopes of being the next China, which was of course was the next Korea, which of course was

the next Japan. All rather confusing, but he’ll be reporting on his trip. dailymail.com EWARDS Huge congratulations to the winner’s of this year’s Ewards. Every 12 months we like to highlight the very best dealer websites and our hunt was expanded in 2011 to include the best social media user and outright web personaility. Our judges had a tough time coming up with our winners and voting was extremely close. We’ll be handing out the awards in the coming weeks and look forward to chatting to the winners. ALSO INSIDE It’s also the season of goodwill, so we thought we’d treat you to a double helping of Big Mike. This month we’ve managed to step inside his not-so-inconsiderable brain and pick out the steps he thinks a customer takes on his journey to buying a new car and reproduce it in graphic form. I nearly fell off my chair laughing when I read it. It’s on p30. We’ve also delved deep to find 12 key businesses to help you make more money next year. Their ideas and messages can be found in our 12 for 2012 feature which starts on p63. Which just leaves me, on behalf of the team here, to wish all our readers and advertisers a very merry Christmas and prosperous New Year. I’ve got my fingers crossed that Royal Mail doesn’t let us down this year and does manage to deliver this issue www.telegraph.co.uk

James Baggott, Editor

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INSIDE.

Pop art Meet the artist who created our stunning cover artwork

ISSUE 46 I January 2012

dashboard Profit Clinic helps dealers

Seat wants to emulate Skoda

Vauxhall aims to beat Mini

Nismo Micra and Leaf planned

BMW’s radical plan to sell ‘i’ cars 16 Tokyo: Wacky cars of the show

Road trip

Corvette vs Volt vs Autobahn

Mark terry

Interview with Chevy boss

‘‘ 32

On the road in new brute

Top tips

Showroom makeovers

Tokyo: Our favourite debuts

That Was The Month

Around the World

Helpdesk: Ask Lucy

Finance

Big Mike

forecourt

The wait is over as we reveal the winners of our Ewards.

BMW M5

Find out who has won the coveted titles

BMW M5

Seat Mii

Ford Focus Zetec S

SsangYong Korando

features Chevy: Popbang Colour at work 38 Chevy: Mark Terry Interview

Chevy: Camaro & Volt Manuals

Chevy: Corvette vs Volt

Ewards winners revealed

12 for 2012

DATA FILE Top Tips: Showroom makeovers 78

a month in A picture...

Day four of my trip to Japan. Dinner is served and I’m sat on a round table among 10 other hacks and Nissan PR people. I don’t fancy a beer, I fancy a mohito. Then it arrives, encased in two inches of ice and served on a plate. Ever been in that awkward situation? No, I didn’t think so. Just me who’ll forever be remembered as the plonker with the cocktail. Read more about my trip on page 18.

Right Click

Net Gains

Auctions

The Statistics with Motors.co.uk

Suppliers Guide with Alex Goy

Trader Directory with James Litton 92 Shares

Time Is Money

CarDealerMag.co.uk | 05

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*Voted Car Dealer Power Winner 2011, Warranties. Car Care Plan Limited is authorised and regulated by the Financial Services Authority.

feedback. Your comments via email at james@blackballmedia.co.uk | From our website at CarDealerMag.co.uk | And from Twitter: Follow @CarDealerEd

Auto Emocion axed bit.ly/AutoEmocion I guess it’s typical for the British not to understand Auto Emocion, after all emotion is something lacking in the good old British way of being! Replacing it with Enjoyneering is certain to make things worse in the heads of future customers. It’s difficult to read, it’s silly and it’s a big shot in the foot! I wish him well. PraFrentex, via CarDealerMag.co.uk I would like to see the return of a compact sedan model like the Toledo. Enjoyneering sounds kinda catchy too. STaylor, via CarDealerMag.co.uk

Dueling with dealers

bit.ly/DealerDuel I’D SAY that’s a pretty good summation of what it’s like at auction, especially if it’s your first time. Even we traders have been known to make mistakes if we don’t listen to the auctioneer or examine the car carefully! I’m a dealer and I’m often happy

to leave the buying to ‘my man’ who is there regularly because he knows what to buy and what not to buy. As Jackie says, the public can buy there but it’s not without risk, it’s much better to buy from your local, friendly dealer who has done all the work for you, and where you can go back to if something’s not right. I’m local and friendly! Come down and see me! David, via CarDealerMag.co.uk

AutoPlanet goes bust

bit.ly/AutoplanetTrouble Wow. Judging from the comments of these ex-employees, it seems like AutoPlanet was rotten to the core. No wonder they’re out of business. No wonder these people don’t have jobs. Devilgate, via CarDealerMag.co.uk Agree or disagree? You can have your say on these comments and more at CarDealerMag.co.uk

twitter comments

The death of Seat’s slogan

Only the Spanish pronounce it properly anyway. Via @DealDrivers It’s a good thing, because they weren’t autos that stir the emocion... Via @robgt2 I was never a fan. It means nothing to the buying public and doesn’t really relate to the product or marketing strategy either. Via @Jamiebedmonds It’s a bad decision - just because not many know what it means. Auto Emocion has been connected to Seat for a decade and is synonymous with the brand. Via @ashpron It’s a good thing... does anyone know what it is supposed to mean? If they do, could they enlighten me? Via @BenfieldCorp It’s change for change’s sake – what does the new slogan actually mean? Via @stuartg917

You want to sell a second-hand car At Motors.co.uk we’re doing all we can to help you sell your cars – like reaching 1.5 million* people with your stock every month and freezing our advertising prices until 2012. And you want your to ring with enquiries. Well, with Motors.co.uk being promoted in the Daily Mail, The Mail on Sunday, Metro and over 200 regional newspapers, as well as online with Parkers, Honest John, Desperate Seller and Teletext Cars, you’re sure to get some interest. To advertise your stock, call us on 0845 265 6000, or email sales@motors.co.uk

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DASHBOARD.

Skoda sets new sales record for 2011 bit.ly/Skodarecord

Car Dealer Profit Clinic helps dealers weather tough times Headline sponsors Car Care Plan and speakers give traders advice

it can improve business and keep customers happy. Audio and video specialist Armour Automotive was on hand to give dealers top advice on how to make the most of offering state-of-the-art Bluetooth equipment to customers, and how to make a decent profit from the sale of such equipment. Meanwhile Fourmative showed dealers why customers in their droves are voting with their feet and opting to do their business with independents, rather than big brands. Advice on how to retain the customer through effective customer

management while still giving a sense of trustworthiness was also given. Knowing the best ways to use search and capture customers on the internet were the top tips from search engine giant Google, while Motor Codes were also present giving best practice advice on the benefits of consumerled marketing with its Garage Finder service. Next month’s issue of Car Dealer will feature a full report on the Profit Clinic speakers – so if you missed our event at Gaydon, you’ll still be able to find out the best tips on how to make more profit.

Profit Clinic speaker Chris Mason on gaining OFT approval Car Dealer Profit Clinic speaker and Motor Codes managing director Chris Mason received the fantastic news in November that the Service and Repair Code had been given full approval from the OFT. Here Mason explains why it means so much. ‘A couple of weeks ago, I received a call from the policy director at the Office of Fair Trading advising me that the Motor Codes Service and Repair Code had been awarded full approval status under its Consumer Codes Approval Scheme. ‘This call came after six years of industry hard work and wrangling. No straightforward task (the initial paperwork is 32 pages long before anything’s even been written in it!). This decision followed a whole lot of

Car Dealer wins award

Our Profit Clinic was held at the Heritage Motor Museum, Gaydon

f the pundits are right, the economic difficulties surrounding the car industry are only set to deepen. However, Car Dealer has done its bit to help dealers find their lost profits, by hosting a unique event showing them how they can make more money. December 14 saw more than 100 car dealers from across the country come together at Gaydon’s Heritage Motor Centre to listen to a whole range of industry experts. Dealers heard from a variety of speakers who gave them advice on the products and services they could be using to make their businesses better. Headlining the event was Car Care Plan who gave delegates insights in how the market is changing and in turn how dealers need to adapt their upselling processes with a greater focus on long-term products for customers. Changing consumer habits and how dealers must keep pace with a tidal wave of change was the subject of Contact Advantage’s presentation, while Winns Solicitors spoke about the advantages of offering accident management to customers and how

ACCOLADE

jumping through hoops, examining all aspects of consumer protection and trying to demonstrate the quality of our industry – one that government saw as existing in a 40-year black hole of consumer neglect. ‘Back in 2005, things were so serious that we faced a ‘supercomplaint’ and the threat of costly regulation. The Code was last chance saloon stuff and,

in giving approval, OFT described this as one of the most important developments in consumer protection for many years. ‘As an industry, working together through Motor Codes, we’ve diverted government attention and proven that there are plenty of professional, responsible garages out there. ‘In no small measure, this has been a personal triumph for me. For the last decade I’ve been trying to put in place a mechanism that best reflects our business – to reduce complaints by directing people to the good guys. ‘Now we’ve got that rubber stamp, it’s more about success for you. What better endorsement of your business than to be able to put an OFTapproved logo on the sign over the door. Join us, and make the most of it.’

CAR Dealer has won a major award for its work raising money for automotive industry charity BEN. The awards, held at the charity’s Town Thorns care centre, saw Duncan Chappell, above, pick up the Trade Journal of the Year gong in recognition of our charitable work in 2010. Bangers4BEN III, held last year, saw teams from across the motor industry head to Monaco in bangers costing £500 or less. Meanwhile, our 911 for 2011 feature – which saw us trade up from nothing to a Porsche in aid of BEN – is set to raise more than £10,000. Once we manage to sell the car that is… BEN said continued awareness of their charity in the magazine and our online mediums meant Car Dealer was a worthy winner of ‘best coverage and support by a trade publication’ during 2010. BEN chief executive David Main said: ‘We are so grateful to Car Dealer for their support.’ Car Dealer beat AM and Motor Finance magazine to this year’s award.

CHINESE

Geely coming to the UK CHINESE car maker Geely is heading for the UK with models arriving at the end of 2012. The firm, which also owns Volvo, will begin importing the Geely Emgrand EC7 – a Skoda Octavia-sized hatchback with a price tag of around £10k via Manganese Bronze Holdings plc (MBH). MBH currently distributes the TX4 for London Taxi International. CarDealerMag.co.uk | 09

START YOUR NEW YEAR WITH A CLEAR HEAD. LET GFORCES RESOLVE YOUR DIGITAL HEADACHE. If symptoms persist please speak to GForces on 0845 658 9290 or info@gforces.co.uk www.gforces.co.uk

DASHBOARD.

New Chinese products impress Euro NCAP bit.ly/ChineseNCAP

Seat president: We must emulate the success of Skoda S

make an SUV off-roader. Sister firms have done extremely well with theirs, including the VW Tiguan, Skoda Yeti and Audi Q5, but the Spanish firm has been left behind. ‘We’ve been discussing sizes with the group for the SUV,’ said Muir. ‘We will definitely make it. It’s taken time because we’ve had to prove we’ve been moving in the right direction – the group has had to see the green shoots of success first.’ And those green shoots are sprouting. Seat is currently riding high in the UK with sales up 10 per cent in a market down five per cent. This year will be the brand’s third record year for market share too with 1.8 per cent of total UK car sales snapped up. What makes that even more impressive is that this success has come off the back of a year of no major car launches. Next year will be different, though, with four new models arriving. Muir said we’ll see Mii, a new Ibiza, the next generation Leon and the return of the Toledo in 2012. Muir said: ‘We will be targeting the French and Fiat for conquests.’ Seat Mii Manual, p35

...and famous Auto Emocion slogan bites the dust MUIR also revealed to Car Dealer he has killed off the brand’s famous Auto Emocion slogan because he felt no one knew what it meant. The catchline debuted on the Leon and Arosa models 10 years ago, but now fans of the brand will no longer hear it whispered at the end of TV adverts. ‘Yes, that’s right, it’s gone,’ Muir explained. ‘When I walked into this job two years ago I wasn’t going to rip everything up and say it wasn’t any good, but I’ve looked at Auto Emocion and tried to find out what do people, dealers, and the press think it means. Nobody could explain it to me. ‘The slogan just hasn’t got enough substance. Going forward we need

warranty wonders

Everyone’s a winner with my top winter tyres idea

Boss questions current model range but points to a revolution ahead eat president James Muir has revealed he wants the Spanish brand to emulate the success of sister firm Skoda. Muir – formerly top brass at Mazda and Ford in Europe – said he felt the fact Seat hadn’t been able to match the heady heights of the Czech firm has been ‘tragic’. ‘They have done it with a clear vision and product strategy – and management who knew where they wanted to take the brand,’ he revealed. ‘Seat just hasn’t had this. I’ve been in this role for two years and new product cycles are seven to eight years so it takes time to change things. I’m working on it – just give me a chance!’ In an incredibly candid chat over dinner at the launch of the marque’s new city car, the Mii, in Barcelona, Muir also revealed how he felt few current Seats were hitting the mark. ‘The Exeo is limited compared to today’s offerings,’ he said. ‘It was a brave move to enter that segment, but was it the right one? Ibiza and Alhambra do very well for us, but do the others? I’m not so sure. ‘Our models absolutely have to hit the bullseye of their product segments, and we’re not quite there yet.’ Muir also revealed that the firm will

Heavisides

something that does and I’ve been working hard to define what that should be.’ At the launch of the Mii city car, Muir was touting the replacement slogan ‘Enjoyneering’ which he says combines the flair and passion of Seat design while playing on the ties of German engineering. Muir explained: ‘Most people still think Seat is part of Fiat and not a member of the VW Group. We need to change that. That’s why we’ve come up with the statement ‘‘Enjoyneering’’. It will stick if people get it. It describes what it is we’re trying to do.’ Seat’s UK MD Peter Whinny said he hadn’t taken a decision on how this new slogan will be used in the UK, but he confirmed Auto Emocion was dead. James Muir Interview, p34

he newspapers are full of the winter weather forecasts and it seems we’re in for a full repeat of last year’s snow, but given the prediction for a barbecue summer I won’t be holding my breath. What is more certain, though, is my Dragon’s Den idea for dealers. Last year we saw first-hand proof that it’s not what you drive, it’s the way that you drive it. Full-size 4x4s slipped around on wide wheels and cars that usually cope in all weathers were suddenly stopped in their tracks by their own low-profile alloys. Meanwhile, skinny-tyred hatchbacks made decent headway on roads that caught councils out across the country. Online, the debate seemed to be between opting for a fourwheel-drive or winter tyres and with the consensus split down the middle, you couldn’t buy block-tread rubber or a ropey Pajero for love nor money. eBay seemed to do a roaring trade in barely-MOT’d 4x4s and tyre fitters couldn’t get winter wheels in quickly enough. So this year, I think more drivers will try to be better prepared. Our local fast-fits are already advertising winter tyres on their hoardings and the prices of off-roaders seem to be hardening a little as we brace ourselves for whatever blows in from the Arctic. It’s probably only a matter of time before winter rubber is mandated for cars in the same way it is in parts of Europe, so let me explain where my idea comes in. Two sets of tyres a year will mean upfront sales but slower overall wear for consumers who are unlikely to want to bin their tyres after six months, which could be bad news for dealers. The solution? Offer a second set of alloys pre-fitted with winter rubber and rent customers some year-round space to store their spare wheels. A low charge to swap them over twice a year and everyone’s happy. The weather forecast might not be accurate but I think I could be onto a winner here.

‘Two sets of tyres a year will mean upfront sales but slower overall wear for consumers.’

Who is Tim Heavisides?

Heavisides is CEO of Car Care Plan, the UK’s leading provider of motor warranty and GAP products. CarDealerMag.co.uk | 11

DASHBOARD.

Smaller, low-mileage cars holding values bit.ly/marketsplit

Winn Assist Vauxhall Junior accident management

It’s a service that really can enhance your brand

ore car dealerships are adopting a brokerstyle accident management service for their customers to provide them with a better accident experience and increase brand loyalty. Brokers provide a premium service to their customers. They survive and prosper by ensuring their customers are looked after whether they have had a fault or non-fault accident. Brokers have been involved in outsourcing their accident management service to specialists for 20-plus years. Many brokers have grown their business by adopting the right accident management service strategy and selecting the right accident management company to provide it. How can this be translated to a dealership service? Dealerships are in a similar position to insurance brokers. They survive and prosper by offering a higher level of service and commitment to customers than they would receive elsewhere. Dealerships prosper or fail based on the service they provide. Most dealerships put in significant management time, training and effort to ensure that their sales, servicing and warranty businesses are undertaken to the highest standards. Many dealerships have not put the same level of effort into considering their arrangements for dealing with customers who have suffered an accident. This is an area that dealerships should seek to understand as it is crucial to ensure a high-quality service to customers. With there being a greater understanding of the protection available for non-fault drivers, the dealership who fails to provide this service is likely to suffer when their customer eventually finds out that they could have made a referral to protect them but failed to do so. If a full accident management service is put in place there are considerable benefits for the dealership as well as the customer. Most accident management services use manufacturer’s panels as standard, can provide a replacement like-for-like branded vehicle and provide an income stream for the dealership. Putting in place a full accident management service with the right provider can enhance your brand and be a win-win for both the dealership and its customers.

‘Dealerships prosper or fail based on the service they provide.’

What is Winn Assist?

Winn Assist Automotive provides branded full accident management for your customers and a host of other services. Call 0845 217 2542. 14 | CarDealerMag.co.uk

model will rival Mini

EXCLUSIVE: Boss reveals Mini needs to look out

auxhall’s managing director has told Car Dealer the new Junior will make ‘the Mini look like a Ford Model-T’. Duncan Aldred exclusively revealed the Junior has the capability of blowing away the Mini, so beloved by Brits, when it comes to personalising the Vauxhall model. A final name is still being decided for the new car. ‘The personalisation that will be available on Junior will make the Mini look like a Ford Model-T,’ said Aldred. ‘Customers will be able to personalise almost every part number on the vehicle. ‘The personalisation and innovation behind it has been quite remarkable, and it will absolutely blow people away.’ The Vauxhall boss is confident that his firm has given the decision to rival bestsellers such as the Mini and Fiat’s 500 considerable thought. ‘I think the country will really love this car; it’s got a personality. When you see it and what it offers, I think it’ll make you smile and think “Yes, Vauxhall can compete with Mini”.’ Aldred also revealed that unlike Citroen, with its DS range, Vauxhall will not create a sub-brand of bespoke dealerships. Instead the firm has opted to keep the Vauxhall badge on the car, and the Junior will be sold through the company’s existing network.

‘The Junior will be a Vauxhall; the distribution of it does need to be worked on, though. I don’t mean who sells it because it is our intention every dealer will sell this as a mainstream model. However, the way we present it to the customer will have to be unique. ‘We’ve not finalised the plan on that, but I think the way we sell it to customers and the way we allocate the product to our dealers, will have to have a different approach. ‘Astra and Corsa have free availability; the Junior will have limited demand, and I think we may have to work on an allocation type of model for our dealers.’ It is expected the Junior will attract a 50:50 ratio on customer type – 50 per cent who normally buy Vauxhall, and 50 per cent who have never bought Vauxhall. ‘In the same way as Ampera and GTC, we’ll be bringing in new customers to the brand – and we will have to deal with that,’ added Aldred.

Will next Mitsubishi Evo get hybrid power? THE next Mitsubishi Evo is likely to be powered by a hybrid power train and not the famous 2.0-litre turbocharged unit. Talking exclusively to Car Dealer, the Japanese firm’s UK managing director, Lance Bradley, said a hybrid version of the Evo was almost certain. ‘When you look at the performance benefits of electric cars and the fact you get instant torque from those drive-trains, then it certainly makes sense to introduce it on an Evo,’ he explained. ‘An electric-only set-up wouldn’t work, I don’t think, but I can definitely see a hybrid power-train being utilised. Mitsubishi has already developed an Evo with electric motors in its wheels which was entered into an electric vehicle rally in Japan, so the

technology is there. ‘It’s true we haven’t had it easy with the Evo X, but I’d still like to see more in the future and I think we will. The market has got difficult for these performance cars. They are higher emitting, emissions wise, and that makes it difficult for us – but it’s a cult car, so there will always be demand.’ Bradley also revealed he hopes to open two more closed Southgate sites soon. The Japanese firm saw four dealerships close when the Southgate Group went into administration in November, but Bradley is in advanced talks to open two again soon. The former Southgate site in Bridport was recently taken over by Motorwell, and it’s likely two more will open soon with new local partners.

DASHBOARD.

Nissan wants fast chargers for every motorway service station bit.ly/FastCharging

Nismo Micra and Leaf possible Nissan chief reveals plans for new sporty brand

he head of Nismo has revealed it is considering breathed-on variants of the 370Z, Leaf and even Micra. At the Tokyo Motor Show, Nissan unveiled its Juke Nismo concept, which has been fettled by the famous tuning arm of the Japaense car maker. Although currently slated as a ‘concept’, Nismo boss Shoichi Miyatani said it would be put it into production if reaction from the press and public was positive. ‘If we get the right reaction then we will market this car globally,’ he explained. ‘We started the Nismo project with the Juke as it is an individual model and fits the car’s image. If it’s successful we will expand the model line-ups to possibly Leaf, 370Z and even Micra. Nothing has been ruled out. We want the Nismo brand to be based on substance. We want to unleash the potential of the products we tune and make them sportier.’ To promote the Nismo brand, Miyatani said motorsport programmes across the world had been

considered from WRC to Le Mans. ‘F1 is not really in the picture because of the ties Infiniti has with Red Bull, but I could see us using the technology learnt there, for example a form of KERS would be possible,’ he added. ‘WRC is currently not in our immediate plan, but that doesn’t mean it has been ruled out completely.’ Miyatani explained that the cars that would get the Nismo treatment after the Juke had not been rubber stamped yet, but he did say Micra was ‘a possibility’, while a Leaf Nismo could also ‘be explored’. A 370Z Nismo model already sells in Japan and America so this could easily be rolled out globally too.

Head of global product for Nissan, Andy Palmer, added: ‘Nismo is about proof points to excitement. It’s about using racing DNA and bringing that to our mass brands. ‘Bringing it to our Leaf, for example, is about saying innovation and excitement can exist in an electric car.’ Nissan UK managing director Jim Wright is excited about the prospect of having a Nismo line-up to sell in the UK. ‘The Juke Nismo is a so-called concept, but you can see from the car it is easy to imagine it in production reasonably soon,’ he told Car Dealer. ‘If you know cars you know Nismo, so to bring this to life in a production sense is something that is really exciting. And it works really well with the Juke.’ Wright added that Nissan was looking at developing a range of Nismo accessories for dealers to sell alongside the cars, but added that one thing needed to remain clear. ‘It has to be more than sticking a badge on the back and trading off the back of it,’ he said. ‘The Nismo cars need to deliver in terms of performance and sportiness too.’ Tokyo Motor Show, p18

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Hoggart

point of sale

Let’s not worry, there’s so much to look forward to

nother year is in the books, and that now makes 22 for DSG Financial Services. As we move into 2012, we recognise that there remains an economic air of uncertainty but we can’t afford to spend time worrying about things out of our control. There is still much to look forward to in the point-ofsale motor finance market. This is my final piece in Car Dealer for a while, so I thought I would share my pearls of wisdom about what you should expect from a good broker. Non-prime is back. A good broker should be able to present a range of products that once more can instill confidence into the dealer that customers with poor credit can be dealt with effectively. A good broker should be able to transition customers with prime expectations into a non-prime deal with little dealer involvement required. Typical HP is no longer the obvious answer. We have grown our used car PCP volumes enormously in 2011. We have also had a lot of success with variable-rate products for prestige buyers. A good broker should be able to offer online calculator solutions on both of these, allowing supporting dealers to quote and reconfigure independently 24/7. Any broker who needs to be phoned for a quote is living in the past. Technology is king. Integrating finance calculators into dealer websites and providing online integrated application products is a must for any dealer now. A good broker should be able to understand this and provide it. A great broker provides it for free without the need to defer to an expensive software provider. Incentivisation is OK but corruption is not. Working with senior dealer staff to create reward platforms to motivate sales people and business managers is an excellent way to maximise results. Giving cash backhanders to the same people behind the backs of the management is an appalling practice which sadly still goes on. A good broker would never do this. I implore all dealers to demand written guarantees from their brokers that this doesn’t happen. All things considered, 2011 was a great year for the broker. 2012 should be better for the good ones.

‘We have grown our used PCP volumes enormously in 2011.’

Who is Richard Hoggart?

Richard is managing director of DSG Financial Services. For more information on what his firm can do for you call 0844 880 0660 or visit dsgfs.com. 16 | CarDealerMag.co.uk

Used car prices fall, says Auto Trader bit.ly/Pricesfall

BMW boss wants to revolutionise electric car sales with i brand Tim Abbott outlines his vision for selling new model range

MW intends to revolutionise the way it sells cars when it releases the first model in its range of EVs in 2013. The firm’s UK managing director Tim Abbott says he plans to ‘break the mould’ of the traditional way of selling cars and start afresh. ‘I don’t think the car industry has changed very much at all in the last 30 years,’ he told Car Dealer. ‘Electric vehicles give us an opportunity to look at the way we sell cars and do it completely differently.’ BMW is set to launch its ‘mega city’ car; the i3, in 2013 and this will be closely followed by its performance electric model, the i8. But just how can these be sold any differently to how current cars are now? ‘Well, I think we need to fit around what the customer wants more, not what we think they want,’ explained Abbott. ‘So if the customer wants to test drive their car at 8pm on a Friday evening we need to facilitate that and take the car to them. ‘I can see us having a mobile sales force for the i brand. We’d utilise the internet more too. That could even stretch to selling cars online, with the back up of our existing dealers of course. eBay manages it, so why can’t manufacturers sell cars online too?’ The UK boss also thinks the tradition of buying a car and sticking with it for three years won’t work with electric cars either. He revealed his team is working on

a similar concept to Peugeot’s Mu scheme which will allow customers to chop and change their cars to suit their needs whenever they want. ‘There’s certainly scope for a similar scheme,’ he said. ‘Allowing customers to use an electric car during the week to get to work and, say, a diesel 5 Series at the weekend to get away to the country would be popular. ‘I can see a concept where people pay a monthly subscription which covers road tax and insurance on all the models. They could then use an electric bike, one of our new scooters, a motorbike, an electric car or a normal car. It’s a concept we are looking at for the UK. ‘If you order with Next before 9pm you can have your products the next day. There’s no reason why you couldn’t order a car swap and have it on your drive the next morning. We just need to work out how that would work.’ Abbott’s plan would certainly overcome problems with electric cars’ range on longer journeys, something that has put many people off buying the current crop of EVs.

...as German firm monitors Twitter for problems BMW boss Tim Abbott also revealed the German firm is using social networking sites to spot problem trends with its cars early so it can take action. The BMW managing director explained the brand was harnessing the power of sites like Twitter to spot keywords that relate to issues with its vehicles. A customer services team monitors chatter on social networks – including Facebook – so it can verify if issues are widespread and then alert dealers. ‘If a lot of people are mentioning BMW and specific parts failures we can pick

up on these,’ explained Abbott. ‘We can monitor how many are mentioned and are then able to gauge if that problem is an isolated incident or if it is part of a more widespread issue. ‘Our teams monitor search terms constantly. It’s a good way for us to know what people are saying about our cars and our brand. In days gone by you’d have to wait for incidents to be reported at dealers or, in serious cases, the news. Now social media lets us listen in to what’s happening live. It’s very useful indeed.’ BMW M5 Manual, p32

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Wacky Tokyo Cars

If you want to see the future of the motor industry you need look no further than the Tokoyo Motor Show. James Baggott reports on the mad cars at this year’s event

ou can always count on the Japanese to roll out the weird and the wonderful concepts for their home show – and this year they didn’t disappoint. Letting these designers loose can, and often is, like letting a four-year-old go wild with a pack of crayons. Most of their creations are about as likely to see the light of day as an albino vampire, but that didn’t stop us wanting to know more...

1. Suzuki Q-Concept This ridiculous Satsuma-balanced-on-four-extrastrong-mints design is billed as ‘an entirely new kind of compact mobility’. The press pack says it’s good for ‘shopping, transporting children, and going to the doctors’. We can only assume the latter is to get your head checked…

2. Honda Micro Commuter Concept Judging by the amount of ‘commuter’ concepts at the show, one would assume the Japanese have got bored of using their always-running-on-time trains (someone should take them to Clapham Junction). This is Honda’s idea of an alternative: An EV that can travel 60km on a charge and hit 60kph in 7.4s. Unfortunately you’ll have to do it in something that looks like a cross between a fridge and a preying mantis.

3. Toyota Auto Body B.Com Toyota has got more arms than a bowl of octopus soup – and unfortunately the mothership hasn’t kept an eye on what one tentacle has been doing as it’s been able to spawn this monstrosity. Yes, you’ve guessed it, it’s another ‘commuter vehicle’ (didn’t they used to be called buses?). Anyway, this is an EV (shock) and can carry one person. So it’s a slight, and we repeat slight, step up from a bike.

4. Toyota Boshoku T-Brain This concept is said to be inspired by ‘exciting automobile spaces for a family of four’. It appears by excitement the makers mean working out how to shelter from the rain dripping in through the gaps in the roof. Inside there are computer displays for rear passengers to enjoy – that is until they’ve been short-circuited in a downpour…

Tokyo’s concept cars are like no other show’s

5. Smart Move Vehicle It may look like a suped-up old persons’ shopping trolley, but this is – believe it or not – an EV commuter concept (spotted a theme yet?). The man behind it is said to be a professor who penned it with the help of his students. It boasts a 30km range, which should be just enough to get you far enough away from anyone who knows 18 | CarDealerMag.co.uk

04 05

Behind the doors of Nissan’s DNA Garage in Japan http://bit.ly/NissanDNA

‘Commuter vehicles’ are the new cool, well in Japan they are

08 09 you, and a max speed of 20kph. No one could explain why it has eight wheels. Greed, possibly.

6. Nissan Pivo3 Nissan design chiefs have already revealed serious modifications would be needed before it could be put into production, so you can ignore its looks. Also ignore the four-wheel steering as that will never make it onto the road either. In fact, ignore it altogether as by the time you see it it’ll probably look more like a baby Leaf.

7. Daihatsu Pico Yes, despite being dead in the UK, Daihatsu does still exist. This neon-tastic commuter carrier is said to be a ‘new type of electric car’. We can only imagine that after looking round the show, the Daihatsu suits realised their idea may not be totally unique after all.

8. Daihatsu FC Case The love child of a Smeg fridge and an Apple iMac, the FC Case boasts a whopping TV screen, lots of big blue lights and the aerodynamics of a house brick. It’s a zero emissions vehicle powered by fuel cells, but as it’s only a concept they may as well have said it’s powered by pixies on hamster wheels. Oh, and we can’t see that giant wing door being any good in a multi-storey car park either.

9. NTN Concept What can only be described as a sofa with wheels, this mad joy-stick controlled EV concept shows off technology firm NTN’s in-wheel motors. Each wheel turns independently and it can carry two people in living-room-like comfort. We asked to borrow it to transport us around the rest of the show, but for some reason they wouldn’t let us. Range anxiety, perhaps?

10. Kobot V

This Judge Dredd ride for 2011 is a collaboration between robot manufacturer Kowa and EV motor manufacturer Tmsuk. Yes, it’s another commuter vehicle with a top speed of 40kph and a range of around 40km. And just in case you thought it wasn’t weird enough, the seat folds up into itself when parked. Will we ever see one on the road? Well, when we asked, the press man simply laughed. So assume not. CarDealerMag.co.uk | 19

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Top five Tokyo debuts

It wasn’t all wacky concepts on display at this year’s Far Eastern show – there were a few key model launches too. James Baggott reports on his top five

his year’s Tokyo Motor Show was dominated by green technologies and wacky concepts – but among the madness there were some important model launches. Car Dealer spent two days scouring the halls and soaking up the culture, but these five emerged as our picks of the show.

1. Toyota GT 86 It’s about time Toyota got interesting again and the GT 86 certainly floats our boat. Rumoured to cost around £28,000 when it goes on sale in the UK, the rear-wheel drive car features a 2.0-litre 197bhp unit and will hit 60mph in seven seconds. It certainly looked good on the stand and was a welcome break from the green concepts doing the rounds everywhere else.

2. Subaru BRZ Subaru has been having a hard time of it in the UK of late, so the BRZ comes as a much-needed breath of fresh air. Jointly developed with Toyota, it’s the sister car to the GT 86, and in the company’s famous corporate blue it looked fantastic. The BRZ has slightly different body panels and interior to the Toyota. Just don’t mention the new, and very bland, Impreza also on display on the stand…

3. Nissan Juke Nismo The Juke has been crying out for a real sporty model and it looks like Nissan may finally answer our prayers thanks to its tuning arm Nismo. This is the first car that’s been given the Nismo treatment and although currently billed as a ‘concept’ it’s highly likely we’ll see it on our roads soon. Exterior and interior tweaks will be matched with a breathed-on powerplant.

05 02

4. Mercedes F 125! We’re not big fans of concepts that don’t mean anything, but Mercedes was quick to point out the F 125! showcases the future design direction of the next S-Class. The concept featured fuel cell technology which would give it a range of 1,000km, a lightweight body construction, gullwing doors and a cloud-based infotainment system. But ignore all that, it’s the looks that are most likely to shape future luxury barges from the firm.

These were our pick of the cars from Tokyo

5. Hino eZ Cargo Tucked away in the corner of the truck section of the show was this fantastic delivery van. Not only does it look superb, but it showcases EV technology and a clean uncluttered design that would make Apple proud. A spokesman for Hino told us it has a range of 50kms, can charge in six hours and hit 70kph. Trials will take place next year before a decision is made whether to put it into production. 20 | CarDealerMag.co.uk

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That Was The Week – our roundups are posted online on Fridays CarDealerMagazine.co.uk

The month, digested We keep an eye on the motoring must-knows so you don’t have to. Here’s what’s been happening in the auto industry this month

November 7-10 FORMER Formula One designer Gordon Murray was named overall winner of the RAC Future Car Challenge. Ferrari’s trading results for the last nine months continue the Italian firm’s ‘extraordinary year’. Revenues reached £13bn, and 5,165 cars have been delivered. Ocean Automotive Ltd acquired Yeovil Audi. The acquisition will add 35 employees to the existing 105-strong team in Poole. More than 1,000 new jobs were created at Jaguar Land Rover’s Solihull plant. Family-run dealer group Southgate went into administration. Mini launched a new range of premium options called ‘Mini Yours’. New leathers, colours and trims feature while Nissan gave away 400 new quick charging stations free of charge. Research from creditplus.co.uk revealed that more than 80 per cent of car buyers are not delaying buying a new or used car.

Clockwise: Murray; Audi A1; Whitehorn; Focus ST; and Saab

November 14-18 DOBIES Seat’s sales manager has embarked on a restoration project of a G-reg Mk1 Ibiza. It’s one of 15 left in the UK. The average value of used cars decreased by four per cent in October, said the National Association of Motor Auctions. Kia announced Mr. Byung-Tae (Brandon) Yea as its new president. UK-based car manufacturing rose 14.1 per cent in October and was up 5.8 per cent year-to-date. Audi revealed the A1 Sportback – a five-door A1. It arrives early next year. BMW MD Tim Abbott revealed the German maker is using social media trends to spot problem cars (p16).

November 21-25 MOTORWELL took over the Mitsubishi franchise in Bridport from the Southgate Group. Motor Codes received full OFT approval for its Service and Repair Code (p9). Ford’s Focus ST will get a starring role in the modern remake of The Sweeney. Hyundai UK managing director Tony Whitehorn was appointed president and CEO of the UK arm of the company. More than a quarter of cars fail their MOT at three years old on lighting, signalling, tyres and wheels. Porsche revealed prices for its new 911 Cabriolet. The range kicks off with the Carrera at £79,947 and arrives in March.

SEAT

Story of the month

SEAT president James Muir told Car Dealer he wants his brand to follow the success of sister firm Skoda (p11) Muir said he felt the fact Seat hadn’t been able to match the heady heights of the Czech firm has been ‘tragic’. ‘They have done it with a clear vision and product strategy - and management who knew where they wanted to take the brand,’ he revealed.

November 29 – December 2 LUXURY brand Maybach will be axed in 2013 due to poor sales of its 57 and 62 models. Saab GB was placed into administration after a long period of suspended production. BMW Group and Toyota signed an engine collaboration deal. Sportscar maker TVR is back and has released a new price list. All models start at £99,600 and are built to order. Honda will resume production at its Swindon plant on December 19. Buyers can now order certain DRIVe Volvos with auto ’boxes that do not increase emissions or fuel consumption figures.

December 5-9 Chinese car maker Geely will arrive in the UK in 2012 and is on the prowl for dealers. Average used car values improved by nearly four per cent in November. New car registrations fell 4.2 per cent in November – but were above forecasts (p88). The BMW Group achieved record sales in November – up by 7.7 per cent on 2010. Ferrari launched a brand new personalisation service which will allow owners to truly bespoke their car to reflect their tastes. Kia’s latest Picanto advert was named by YouTube as one of its 2011 UK top 10 most popular video ads. [CD] CarDealerMag.co.uk | 23

dashboard.

Around the world

Ferrari dealer Carrs of Exeter opens its refurbished showroom bit.ly/CarrsFerrari

MICHIGAN

SALES of GM, Chrysler and Nissan cars rose sharply in November. Chrysler reported sales had jumped 45 per cent compared to 2010, while General Motors’s sales climbed sever per cent. Japanese firm Nissan also reported a rise in sales of 19 per cent.

Dealer news from somewhere other than here

tEXAS

AN insurance company is filing a lawsuit against a car dealer and a financier, alleging the pair deliberately crashed a Bugatti Veyron into a lagoon in order to collect twice the vehicle’s value. In UAE November 2009, the TO celebrate 40 years of the United Arab Emirates, Renault car dealer crashed his and Arabian Automobiles have created a special ‘popmillion-dollar supercar up’ Renault dealership. The temporary showroom will be into the water claiming located in Dubai’s Motor City for 40 days, and will have a he was avoiding a lowRenault Koleos SUV on display. The car is new to the region, 65794v fc Bluesky 142x190 5/12/11 11:13 AM Page 1 flying pelican. with customers invited to test-drive the SUV.

TAIWAN

A TAIWANESE company has revealed it plans to build a new two-seater electric car – and is set to target Europe with the vehicle. Pihsiang Machinery is working on the Achensa and has constructed a new factory where 7,000 of the cars will be produced next year. Pihsiang’s chief finance officer Jeffrey Chang says he is optimistic about the car’s prospects, saying several dealers in Europe have already been in touch, keen to get involved.

INDIA

MOTORCYCLE sales are poised for record sales figures this year, as Indians turn to motorbikes instead of buying cheap cars. Surprising industry analysts, motorcycles are experiencing a two per cent rise in sales, while the numbers of cars being registered has tumbled. Sales of motorbikes have traditionally beaten cars by six-to-one.

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Why would I give my Social Media to an agency to manage? Our agency’s social media experts will be solely dedicated to monitoring and updating your accounts regularly, leaving you to concentrate on what you do best; selling cars. The agency will have the resource to deal with complaints immediately and respond to them in the appropriate tone of voice. We will be happy to provide in-depth analysis and reporting, so you will always be aware of your Social Media performance and results.

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Your Online Marketing Questions Answered Is it worth doing Social Media? Social Media is perfect for showing the human side of your brand and building a presence on social networks such as Twitter and Facebook. If you want the opportunity to manage your online reputation, handle complaints, and turn those individuals into true brand advocates then Social Media is the ideal solution. By using Social Media you can prospect people who are interested in your product or who are talking about buying a car. This means you can make contact with potential customers you would have never known existed if you were not present on Social Media. 24 | CarDealerMag.co.uk

Yes, your performance on Social Media can be measured through a number of key performance indicators. On a basic level these include the ‘likes’, ‘follows’ or ‘views’, but it is also important to measure leads, conversations, and quality interactions in order to truly understand how well your business is performing. As with all digital marketing, the data is there to be investigated and interpreted.

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Ask Lucy Car Dealer Club lawyer Lucy Bonham Carter answers dealers’ legal questions. Join for £35 a year to get advice like this when you need it

We sold a man a new car more than six years ago. Eleven months after purchase the vehicle apparently broke down with alternator trouble. He was assisted by the manufacturer’s breakdown cover to a dealership local to where he was and the part was replaced – although the car was off the road for a few days and apparently he was not supplied with a courtesy car. Unfortunately there was still a problem with the vehicle and on the way home he broke down again and was recovered back to us. There was a problem with a cable which had not been correctly fitted. Unfortunately this was not properly repaired by our workshop and the car had to come in again. That was almost six years ago and we have not heard from him since until this week. We have now had a letter from the customer (who is apparently a self-employed solicitor) demanding close to £5,000 in damages relating to both incidents. Apparently the dealership which conducted the first repair have ceased trading and he is seeking to make a claim for the failure of the car because for the first repair we sold him the vehicle and for the second repair we did not fix it properly the first time. A substantial part of the claim relates to loss of earnings (£250 per hour – which he claims was his hourly rate) but there are other costs in there as well. The problem is that we have little or no paperwork or recollection of what happened and he seems to have detailed notes and receipts. He says if we do not admit liability and settle he will issue court proceedings. What do we do? SH, Norfolk

ADVICE

Worried over a tatty 206 Q. I am a home trader and have taken in a tatty 206 as a part-exchange which is now test expired. I have advertised it as not legally roadworthy, but I have had several would-be buyers who plan to drive it home. I would presume that once the V5 is signed, we waive responsibility for the car and all who sail in her, and a new owner choosing to drive it illegally on the roadway does so entirely at their own risk? Or is there some law burdening the seller with some form of responsibility for the actions of the buyer? RM, Hants A. It’s an offence under Section 77 of the Road Traffic Act 1988 to sell/offer/expose for sale a vehicle in unroadworthy condition with defects defined under section S in relation to brakes, steering and tyres or in relation to the

construction/weight or equipment of vehicle. The offence can attract a fine of up to £5,000. However it is not necessarily illegal to sell a vehicle when the MOT has merely expired as long as the buyer knows what they are getting. And even if the vehicle is unsafe there are exceptions: (1) If the vehicle is to be exported (as long as it is put on a trailer to the docks, not driven). (2) If the seller had a reasonable belief the vehicle will not be used on a road in UK in that condition.

In most cases the limitation for recovering losses through litigation in the UK is six years after the incident occurred and from what you say about the circumstances of the case he has held on to his paperwork in the expectation you will not have held on to yours and will try to negotiate a settlement. In terms of the case, the Sale of Goods Act – under which he seems to be seeking to claim against you – also has a six-year duration.

Under the circumstances I would advise you to state that you do not believe the claim represents anywhere near his loss and had he been dissatisfied with the service he had received he should have raised it with you at the time. My guess is that he expects you to capitulate and if we write to him on your behalf stating that we are willing to run this through to court, the litigation might never be brought forward or settlement will be agreed at a nominal figure.

estimate for repair was £1,500 and he would be coming to us to repair it. Clearly the ECU was OK when we sold him the vehicle and there wasn’t much more than £1,500 profit in the deal anyway. I have asked him to take the car into our mechanics for inspection but he is being very aggressive and says we’re liable for any fault that occurs so close to sale and is demanding we pay to fix it. SA, London A. If the ECU failed for no reason so soon after the sale of the car then you may be liable to

undertake the repair on the grounds that the fault probably existed at the time the car was sold but had not manifested itself. However ECUs do not normally fail suddenly and for no reason without cause. Before you commit to paying for any repair you have the right to examine the vehicle and can arrange for the repairs to be undertaken if you are deemed to be liable. I think we should write to the customer on your behalf making it clear you will not be funding any repairs until the car has been checked by an independent specialist.

Do we have to pay for this repair?

Q. We took in a used Grand Cherokee Jeep as a trade-in. A customer came on to the lot the day the car arrived. He wanted to take the car pretty much as it was so we agreed a price and the details of the defects were recorded on the sales receipt which he signed. He paid cash and took the car away. A week later we received a call from the customer stating that the car wasn’t running right, that it was continuously over-revving and there was a complete lack of power from the engine when driven. He said the ECU had gone and that the

Who is Lucy Bonham Carter? She is a leading commercial lawyer specialising in automotive. She heads the legal team at AutoLaw, a multi-disciplinary insurance and legal practice which specialises in providing legal assistance on motor trade-related legal issues and she provides advice to Car Dealer Club members. To get advice like this (worth £199) join Car Dealer Club for just £34.99 per year. Sign up at CarDealerClub.com 26 | CarDealerMag.co.uk

Your advert said this car had air con but it hasn’t. I want you to pay for it to be retro fitted. What are you going to do about it?

My head gasket has gone on the car you sold me after just a year – I want my money back. What are you going to do about it?

The car you sold me has been clocked. I want compensation for the money I’ve spent on insurance and my money back. What are you going to do about it?

You sold me this car and I’ve found out it’s had an accident repaired. It’s not worth as much as you said it was. What are you going to do about it?

The clutch has gone on my new car. I’ve only had it eight months. You should pay for the repairs. What are you going to do about it?

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FINANCE. PARTNERSHIPS

Awards lead to Alphera making call for investment ALPHERA Financial Services is calling for finance companies to invest more in their dealer and broker partnerships. The finance firm is calling for the partnership after Evolution Funding, who have been working with Alphera for five years, won two awards at this year’s F&I Conference in Milton Keynes. Alphera and Evolution developed a PCP product in August 2011 which allowed more flexibility and enabled the improvement of sales. Nick May, sales manager from Alphera, said: ‘We are committed to going beyond simply providing finance packages for our partners. Our belief is that by developing strong relationships through which we understand a partner’s business needs, it enables Alphera to provide award-winning F&I packages, and continue to be a valued and trusted consultant. ‘It’s a common misconception that PCP is a new car product. ‘The fact that we provide a very competitive and flexible PCP for used cars was a clear appeal for Evolution and something which we knew would benefit their business.’

Wide range of products helps boost motor finance market Trading conditions are still tough, but latest FLA figures are encouraging

he new car motor finance market was up by 11 per cent in value in September compared to the same month last year, according to latest figures from the Finance and Leasing Association. The figures also show that more than £1.1bn was made available through motor dealerships for car purchases. According to the Finance and Leasing Association’s latest figures, the used car market also grew, providing £600m for the purchase of more than 66,000 used cars from dealerships across the country. In total, around 150,000 people used dealer motor finance in September to buy a new or used car. Over the last 12 months, 60 per cent of people buying a new car used motor finance provided through dealers – the largest market share for ‘some years’, says the association. Car leasing was up by 68 per cent in quarter three of 2011 compared with the previous year, hire-purchase by 11 per cent, and personal contract purchase by nine per cent. The FLA has explained to the

There is a wide range of dealer finance options government that any further changes in consumer credit regulation need to be considered very carefully, to avoid a disproportionately adverse impact on the significant amount of credit provided through intermediaries, including motor dealers. Paul Harrison, the Finance and Leasing Association’s head of motor finance, said: ‘September is a hugely important month for the motor industry as it sees the release of the new number plates. Our figures make encouraging reading for dealers

‘‘

and finance providers in what are still tough trading conditions. ‘Dealer finance has bucked the downwards trend of some other lending markets, in part because of the wide range of products available to consumers. ‘In considering further changes to credit regulation, the government must be careful to avoid inadvertent damage to the competitiveness of one of our most important lending sectors – one that has allowed more than 1.2m people to buy a car in the past 12 months.’

September is a hugely important month as it sees the release of new number plates.

Hyundai and Santander combine to offer more competitive deals HYUNDAI has announced a new long-term agreement with Santander Consumer Finance that will allow the Korean firm’s dealers to bring competitive finance deals to their customers. Under the name ‘Hyundai Finance’, the new service will mean even more

finance offers for customers buying new and used Hyundais through the Hyundai dealer network in the UK. As Hyundai’s new finance provider, Santander Consumer Finance will provide Hyundai dealers with pointof-sale materials, ongoing training and support and compliance guidance, to

ensure consumers are offered the best possible deals in a professional way. Hyundai UK’s president and CEO Tony Whitehorn said: ‘This new agreement allows us to take advantage of a relationship already in place on a global and European level, bringing better deals for our UK customers.’

Valuing Service – Valuing You! First Response Finance is the first choice for the UK’s small to medium sized dealer market. 28 | CarDealerMag.co.uk

..in association with

DEAL FINDER Latest finance deals on estate cars VW PASSAT VOLKSWAGEN’S classic Passat is one of the greats when it comes to family loadluggers. It’s known and loved by Brits who want an estate with decent load-carrying abilities, tasteful looks, and a built-to-last interior. Buyers can slip into the Passat estate for less money now, with the German firm offering a tempting finance deal. Available on the 1.4-litre TSI S model, customers are required to put down a deposit of £6,016.87 along with a £125 acceptance fee. Then, 35 monthly payments of £309 follow at 7.8 per cent

APR, with an optional final payment amounting to £6,091 and a £60 option to purchase fee. The total amount payable is £22,982.87. VW also throw in three years or 30,000 miles’ free servicing.

Time for some changes? n recent articles we have considered the importance of having a good business plan that takes account of the increasing number of opportunities within nonprime finance. Looking back on 2011, do you think you made the best use of every potential sale or did some fall through because certain customers were marginalised when they couldn’t access credit from your prime lenders? I would also ask, if you lost more than you won, what changes are you going to make in the year ahead? The economic outlook for 2012 is bleak with unemployment, predicted by some, heading for around the 3,000,000 mark by next summer suggesting that even more car buyers are likely to have ‘non-prime’ credit profiles in future. One reason why businesses don’t improve is people’s attitude to change – too many have the ‘if it isn’t broke then don’t try to fix it!’ mindset. So why, when the same old sales strategy is followed year after year, does it come as a shock when the anticipated improvements in performance fail to materialise? Albert Einstein once said: ‘The definition of insanity is doing the same thing over and over again and expecting different results.’ To me this simply means that by carrying on doing what has always been done we will always get the same outcome and if we really want to improve then we must first figure out what changes are needed. First Response Finance is a non-prime lender so of course we want motor dealers to be thinking about servicing this growing market and there is no surprise in that – what a lot of motor dealers have discovered is that the real surprise is just how easy it is to accomplish the necessary changes. You can make a start by contacting us.

‘The economic outlook for 2012 is bleak.’

agreement. Thirty-six monthly payments of £349 at 3.55 per cent APR follow and, at the end of the agreement, an optional final payment of £8,307 is required, bringing the total amount payable to £24,462.98.

HYUNDAI i40 THIS is Hyundai’s most impressive offering in the competitive D-segment to date, and could present a serious challenge to products such as the Passat and Avensis. But, in order to do this, the Korean firm needs to provide competitive finance deals on the car right from launch. And that’s precisely what Hyundai is doing. For a deposit of £4,316.75, customers can slip into the green 1.6-litre diesel Active Blue Drive model. Packed full of equipment – such as 16-inch alloys, Bluetooth, heated door mirrors, fog lamps and electronic parking brake, customers

time is money

TOYOTA AVENSIS REVEALED at the Frankfurt Motor Show a couple of months ago, Toyota has given its perennial Avensis model range a makeover. The model now sports a new front end, and better interior fixtures and fittings – and the estate arguably looks the best of the range. Customers can now get their hands on the Avensis Tourer with a brand new finance deal from the Japanese firm. Available on the Tourer TR model fitted with the popular 2.0-litre diesel engine, customers can put down a deposit of £3,940.98 for a three-year finance

Meldrum

need only pay 36 monthly payments of £349 at 7.9 per cent APR. An optional final payment of £4,203.25 is required to secure the car, bringing the total amount payable to £21,084.

Who is Jim Meldrum?

Jim is regional sales manager for First Response Finance. Call him on 07917 460 111 or email Jimm@frfl.co.uk

Tel: 0844 8730819 Web: www.frfl.co.uk CarDealerMag.co.uk | 29

big mike.

The journey of a used car buyer

The realisation

The SEARCh

The expectation

The reality

30 | CarDealerMag.co.uk

All Big Mikeâ&#x20AC;&#x2122;s columns are on our website. Enjoy here bit.ly/bigmike

Graphic produced with the help of Confused.com

The denial The Deal

The awkward bit

The test drive

The viewing

The Re-Evaluation

CarDealerMag.co.uk | 31

forecourt.

Tim Abbott

The managing director of BMW UK explains why the 5 Series is so important to dealers and says that even in tough times, car buyers still want to have fun How important is the M5 to the range? If you look back three or four years, I think the whole CO2 debate looked as though it was going to kill the M brand. I genuinely thought that the days of the gas guzzler, and things like X5 and X3, were dead. With people downsizing I thought the M’s time was over. But then coming out of a recession, people want to drive cars and importantly still want to have fun. Any car brand has to have halo cars, and BMW is certainly one of those brands. The 5 Series is a wonderful car, but to be able to look up to the M5 as the pinnacle of performance is very important. It’s very important to the dealers, they love it and they like the customers it brings into showrooms. With only 1,700 of the last model sold, it seems relatively low. Does that still stack up business-wise? We don’t want to do any more than that. You’ve got to make sure you’ve got nine cars for 10 customers. The M brand is one that needs to be sold, you don’t want to have them in the showrooms. The numbers, I think, will be exactly the same or thereabouts. There is a waiting list already. If customers ordered now they’d be waiting to mid-2012. There will be a few dealer demonstrators which will be sold on as lowmileage. There are a number of pre-orders already. We’ve taken some customers out to Spain to try it and we’ve had some fantastic feedback. With Mini doing so well out of the SD, could you ever see an M5d? I’m sure they’re looking at all avenues. There are purists that say it’s all about V10 and that’s it, but we’ve shown with this car you can do something different and still produce a car that excites. I’m sure they’re looking at all avenues. It wouldn’t work in America or the Asia market, but in Europe possibly. Tuning the 640d is possible, but it’s not about whether we could do it – we could – it’s about whether customers would want it. Is there a way to combine BMW performance with electric cars? Yes. The i8 will be the first car that really offers that. It will demonstrate what BMW is all about. We will showcase our electric range at the Olympics where they will be on the stand. We will also take a showroom on Park Lane for the i brand. We will showcase how we’ve got to where we are. They’ll be a 32 | CarDealerMag.co.uk

‘‘

bit about Mini E, Active E and then we’ll show i3 and i8. It will tell the story. Our view is one car might not suit everybody. This will give us the opportunity to sell these cars in a different way. Would something similar to Peugeot’s Mu concept work for BMW? Very much so. We are testing this and asking customers what they want. The mistake many people make is they tell customers what they should be having rather than ask what would suit their lifestyle. We’re trying to find other solutions that suit needs. By 2025, some 60 per cent of the world’s population will be living in a city environment, so you need a concept to sell the cars which matches that as the rules change. We need to be smart with solutions.

I think BMW dealers are as well placed as anybody at this moment in time.

Times are tough out there. The euro crisis is causing major problems. How are UK dealers being affected? Fleet is still strong. But retail is down 15 per cent and I think it will fall even more by the end of this year. The larger corporates are on a change cycle so this won’t change too much. And efficient dynamics models have been very popular here. I think BMW dealers are as

well placed as anybody at this moment in time. We’ve got a competitive range of engines which certainly helps. What’s more, our product cycle is good – new 1, 3 and 5 Series have helped hugely. Premium brands are actually in a good place. They are selling very well in comparison and we’ll end this year and look back at it as a very good one. When will retail come back? I don’t know but I think you need GDP around two per cent to really see the economy kick-start again. So will next year be better? Not necessarily. I think it’s a case of watch this space. If we don’t go back into recession that’s as good as we’re going to get. I think the market will be flat-lining for the next six months and I hope then the Olympics will give a good boost. What will the Olympics mean to dealers? It’s a question dealers ask me, especially those a long way from London. I say there are a few things you can be involved in. The torch relay goes past a lot of BMW dealerships, so I say seize the opportunity. The euphoria it creates in little villages and towns as it goes past is immense so dealers should not let it go past their front door, they should celebrate it with customers. Also dealers need to get involved with their local community by supporting their local athletes. We are also doing limited-edition Olympic cars which are selling very well.

themanual HANDLING

LOOKS

Despite its size, M5 feels small and it is wonderfully composed and exciting to drive.

Toned down from the previous generation, but we can’t decide if that’s for the better.

ENGINE

The V10’s been retired in favour of a 4.4-litre V8. Twin turbos sound like a mini Veyron.

BMW M5

the knowledge

It’s always been the super car for everyday use, but now the V10 has been replaced with a V8. James Baggott tries it out What is it? BMW’s halo 5 Series model and the perfect performance car for the wellheeled family man. This is the fifth generation M5 and features the most powerful production engine ever installed in a BMW. The outgoing M5 notched up 1,700 sales in its five-year run and the German firm expects to match those figures with the new car.

What’s under the bonnet? It doesn’t please the purists, but the characterful V10 has been killed by the emissions police and junked in favour of a twin turbo charged V8. Power is up 10 per cent to 560bhp and torque up a whopping 30 per cent to 680Nm. This helps it hit 60mph in 4.4s, although an impromptu test with an iPhone app saw us manage it in 4.2s. Emissions have fallen, down 112g/km to 234g/ km while economy has leapt too, up from under 20mpg to 28mpg.

What’s the spec like?

What do the press think of it?

Generous. BMW claims it’s the ‘highest ever’ with a head-up display, xenon headlights, 19-inch alloy wheels, DAB radio, front and rear parking sensors and heated front seats all fitted as standard. Options include a rear parking camera, night vision and surround view cameras to aid parking even further.

It seems to be universally loved. Autoblog UK summed things up when it said: ‘You might be fooled into thinking that because the new car’s 4.4-litre V8 engine is turbocharged, the engine couldn’t be as special as the previous naturally-aspirated 5.0-litre V10. Well, you’d be wrong.’

What’s it like to drive? Incredible. If this had been launched in time for our Road Test of the Year, it would have given the Ferrari 458 a run for its money. The seven speed, double clutch gearbox is fantastic and the ride superb. With a multitude of settings, performance can be tweaked to suit your driving style. We found it comfy on motorways, supple and thrilling on mountain hairpins, and ferocious on track.

What do we think of it? It’s an incredible all rounder and one that will appeal to buyers who need the comfort to transport the family around, but still want a car they can enjoy driving when they’re alone. The looks might not be as radical as the outgoing car, which is a bit of a shame, but the understated demeanour is what appeals to its target buyer. We’re pretty confident it won’t take long for BMW to start hitting its sales targets.

Model: BMW M5 Price: £73,040 Engine: 4.4-litre, V8 twin turbo Power: 560bhp, 680Nm Max speed: 155mph 0-60mph: 4.4s MPG: 28mpg Emissions: 234g/km Residual values (three years): 35.8 per cent

target buyers: Business owners who think a 7 Series is ‘too old’ for them.

the rivals: Jaguar XFR, Audi RS6, Mercedes E63 AMG

Key Selling Points: 1. Incredible performance with comfort to boot. 2. Emissions and economy dramatically improved. 3. Longer, wider and lower than outgoing car.

Deal Clincher: Features most potent ever BMW engine. And it’s superb. CarDealerMag.co.uk | 33

forecourt.

James Muir

The Seat president has only been in the hot seat at the Spanish brand for two years - but he’s determined to make his mark. Here he speaks to James Baggott What do you think has gone wrong at Seat in the past? Well, the brand hasn’t been consistent. It’s chopped and changed its management and maybe tried a little too hard to be different by trying to invent segments that perhaps weren’t there. We haven’t done the basics right. We’ve done some right – Ibiza has definitely ticked the right boxes, Alhambra too. But then there are a number of products in the past where they’ve missed completely. Altea and the last Toledo attempted to try and create something for Seat but didn’t really know in which direction to go. That’s why we need a positioning statement and define what the brand ought to be. If you haven’t got that then you try this and that and in the end no-one really gets it. So would you say Mii is the start of a new Seat? Well it’s the start of our product offensive that is coming in 2012. It’s a very important statement about how we want to go about positioning the brand. This car is bullseye in the segment. In terms of the proposition we don’t need to explain where it fits in the market, who the competitors are, which class it is in. That’s all clear. That’s what we now have to do consistently with other products. What you will see with the next four new products is a clear, simple message about where it fits. No long explanations will be needed, just three words, not sentences, will be able to explain them. So what sort of opportunity is Mii for Seat? Is it the biggest one in the next year? It’s not going to be the biggest going forward, but in terms of the next 12 months it is. It is an incremental product in our range. But the Leon family we will begin to introduce at the end of next year has, in volume terms, a much more significant contribution to make. But for dealers and for us, this is a big and important step for us. Our growth will now be based on product and not marketing bullsh*t. We hear you’ve decided the time has come to kill off the famous Auto Emocion slogan - why? Yes, it’s gone. I’m not the kind of person that walks into a company and says everything isn’t good, 34 | CarDealerMag.co.uk

‘‘

that’s not my way, but I looked at Auto Emocion and tried to find out what do people, dealers, and the press think it means. Nobody could explain it to me. It has no substance. We need something that does and have worked hard to define what the right position for Seat is going forward. We’ve come up with a new statement: ‘Enjoyneering’. It will stick if people get it. It describes what it is we’re trying to do and is better than what we had.

You need a certain number of cars on the road so awareness becomes self-fulfilling. People have to see our cars on the road.

What’s the feedback been to it? We’ve talked to people about it and haven’t had any resistance to it. We’ve had a few who thought it was a shame, but that comes from the fact Seat had very little to talk about in the past. People thought Auto Emocion worked, and that’s why they wanted to keep it, but I don’t think it did. What are your hopes for the UK market?

We need to get a three per cent market share in the UK. That’s a sustainable foot print for the brand. The Mii will take us over the 40,000 mark and the other products will take us onwards and upwards to where we need to be, which I think is significantly above 50,000 units (sold a year). You need a certain number of cars on the road so awareness becomes self-fulfilling. You can’t drive awareness simply with advertising – you can spend a lot of money and not get a lot of return. People have to see our cars on the road. Finally, what are your thoughts on the Euro crisis? It will depress the car market, that’s for sure. This is the most challenging car environment we will face for the next year or two. It’s pretty sh*tty to be honest. But if we can succeed in maintaining our course, improving our results and getting to the end game where we want to be in two years, in more difficult circumstances that were envisaged, then this will be a very fit brand. The UK isn’t as bad as other markets. Germany is much more resilient, France is pretty stable and the UK has got a bit of weakness but it’s not so bad. Italy, Spain and Portugal on the other hand are a bloody disaster...

themanual KIT

LOOKS

The integrated sat nav costs just £300, but is a little complicated to use. Maybe not mum-proof.

Seat has given their version of the VW Group city car a new nose and rear end.

ENGINE

The three cylinder, 1.0-litre may be economical, but it feels underpowered at low revs.

Seat Mii

the knowledge

The Spanish firm’s version of the VW Group’s city baby is available to order in January. James Baggott checks it out. What is it? Meet the first small Seat since the best-selling Arosa. Sister car to the VW Up and Skoda Citigo, this is the VW Group’s latest platform-sharing masterplan due to go on sale in May. Designed for the city, it combines a low-capacity three-cylinder engine with snappy steering and chuckable handling. The Seat design looks sharp too and is likely to appeal to youngsters and pensioners alike.

What’s under the bonnet? Initially, a new 1.0-litre three-cylinder power plant in 60bhp and 75bhp guises. They emit 105 and 108g/km respectively, but a 97g/km version, badged Ecomotive, will follow. The high-powered version will accelerate to 60mph in a leisurely 13 seconds and hit a top speed of 106mph. Fuel economy is understandably impressive at 67.3mpg.

What’s the spec like?

What do the press think of it?

A clever all-in-one sat nav system which displays a variety of car data too is likely to be a very popular option at £300. All models will get preparation for it so owners can upgrade at a later date too. Standard spec on the SE, which is likely to be the biggest seller, includes 14-inch alloys, air con, ESP and a CD player with MP3. A clever city safety system which auto brakes if it detects a crash will also be an option under £250.

Car Magazine said: ‘The new Seat Mii is a great reminder of how lucky Seat is to be in the VW fold. It could never afford to develop a city car this well-engineered on its own.’ Autoblog UK said: ‘Seat seem to have created another fun and modern addition to the city car class’ while Honest John felt if customers were after ‘a stylish and affordable small car then the Mii is a car they should be considering’.

What’s it like to drive?

What do we think?

We haven’t been allowed to drive the VW Up and the Skoda doesn’t It’s good fun and very nimble in town. arrive until early next year, but by all Visibility is excellent and there’s a lot accounts they are very similar to drive. of room inside. The cabin is pleasant, We liked the Mii. It’s simple, good a little fussy in places, but functional fun to drive and looks stylish. Key to and there’s usable room in the back. its success will be pricing and deals. Steering is snappy, but we found the Which consumers choose is likely to engine seriously under-powered at come down to badge loyalty or simply low revs. which dealership is closest.

Model: Seat Mii Price: From £7,500 (est) Engine: 1.0-litre, 3cyl petrol Power: 60bhp, 95Nm Max speed: 106mph 0-60mph: 13s MPG: 67.3 Emissions: 105g/km Residual values (three years): 50 per cent (est)

target buyers: 60 per cent females. Split between professional under 30s, no kids and 55+ empty nesters.

the rivals: Ford Ka, VW Up, Skoda Citigo.

Key Selling Points: 1. It feels like a car from a sector above. 2. Compact dimensions, but still feels roomy inside. 3. It’s just been awarded five stars by Euro NCAP.

Deal Clincher: Sat nav for just £300 is extremely good value. CarDealerMag.co.uk | 35

forecourt. the knowledge Model: Ford Focus Zetec S Price: £20,495 (as tested) Engine: 1.6-litre turbo, petrol Top speed: 138mph 0-60: 7.7s, 240Nm MPG: 47.1 CO2: 139g/km Residual value (after three years): 27 per cent

target buyers: Fleets and user chooser company car drivers.

the rivals:

Ford Focus Zetec S

The Blue Oval has given its best-selling Focus the sporty treatment – but does it impress? James Batchelor reports What is it?

What’s under the bonnet?

Vauxhall Astra GTC SRi, Volkswagen Golf GT

Key Selling Points: 1. Sportiest Focus until the ST. 2. A sharper, keener Focus. 3. Variety of engines means buyers can have sporty look.

Deal Clincher: A real gem – possibly class-leading.

‘warm’ hatchback. All the Focus’s good points remain plus there’s suspension that’s 28 per cent stiffer but not at the cost of ride comfort. The EcoBoost is a peach. It’s revvy, slightly throaty – in fact, it’s the perfect engine. The mildly more frugal 2.0-litre diesel spoils the sharp handling, though.

Until next year’s arrival of the fire-breathing ST, this is the sportiest Focus customers can buy. It’s been specifically created for the UK market and boasts an athletic body-kit, zesty engines and reworked suspension.

What do the press think of it?

Ford’s sportiest Focus yet has four engines to play with. There’s a 123bhp 1.6-litre petrol and a 113bhp diesel version, but of more important note is the 161bhp 2.0-litre diesel and spirited 178bhp 1.6-litre EcoBoost petrol.

extensions and a rear spoiler – 17-inch alloy wheels, rear LED lamps, Ford ‘Power’ starter button, aluminium pedals and a premium centre console. Prices start at £18,745 and rise to £22,595.

What’s the spec like?

What’s it like to drive?

What do we think?

It’s good. Ford’s efforts have paid off because the Zetec S is a cracking

We’re a big fan of this car, but only the EcoBoost version.

For the buyer’s extra £1,250 over the Zetec model, they will get a full sports body kit – which includes lower sill

What Car? said ‘It’s great to drive and well worth the asking price’ and Auto Express was also enthusiastic adding: ‘It’s one of the best MkIII Focuses we’ve driven’.

Unlock your potential

36 | CarDealerMag.co.uk

themanual

SsangYong Korando Korean firm SsangYong is back with a brand new, Giugiaro-designed SUV. James Batchelor has driven it What is it?

Whatâ&#x20AC;&#x2122;s it like to drive?

This is the first new SsangYong for four years and is spearheading the Korean firmâ&#x20AC;&#x2122;s return to the UK. Itâ&#x20AC;&#x2122;s the car that SsangYong is tempting dealers to take the franchise with, and is a rival for Hyundaiâ&#x20AC;&#x2122;s ix35 and the Kia Sportage.

Whatâ&#x20AC;&#x2122;s under the bonnet? Just one engine. Itâ&#x20AC;&#x2122;s a 2.0-litre diesel engine made by SsangYong that develops 175bhp and 360Nm of torque. 60mph comes up in 9.7 seconds and the Korando will go onto 116mph while returning between 29.5 and 37.7mpg depending on spec. Emissions range from 157-199g/km and the engine is punchy, but harsh under acceleration.

$'9(57 QHZ ORRN 35,17 LQGG

Ride comfort reigns supreme at the cost of body control, and vague steering doesnâ&#x20AC;&#x2122;t make for a very involving driving experience.

What do the press think? Whatâ&#x20AC;&#x2122;s the spec like? There are three to choose from. The base model comes in at ÂŁ16,995 and features a leather steering wheel and gearknob, cruise control, 16-inch alloys, roof rails, puddle lamps, air con, and Bluetooth connectivity. The range topper, the EX Auto at ÂŁ22,995, adds leather, heated seats, sunroof, privacy glass and 17-inch alloys.

Auto Express acknowledged its low price, but added â&#x20AC;&#x2DC;unfortunately, value is the only thing the Korando has in its favourâ&#x20AC;&#x2122;, while Parkers said: â&#x20AC;&#x2DC;If youâ&#x20AC;&#x2122;re not too fussed about refinement, dynamics or finish, then itâ&#x20AC;&#x2122;s worth considering.â&#x20AC;&#x2122;

What do we think of it? For the buyers SsangYong is targeting, the car will be more than adequate.

the knowledge Model: SsangYong Korando EX Auto 4WD Price: ÂŁ22,995 (as tested) Engine: 2.0-litre, diesel Power: 175bhp, 360Nm Max speed: 116mph 0-60mph: 9.7s MPG: 29.6 Emissions: 199g/km Residual values (after three years): 24 per cent

target buyers:

Caravanners and families who like getting out and about.

the rivals: Hyundai ix35, Kia Sportage, Jeep Compass.

Key Selling Points: 1. Low-starting price. 2. Packed full of useful equipment. 3. Designed by Giugiaro.

Deal Clincher: Capable of pulling loads of up to two tonnes.

CarDealerMag.co.uk | 37

Feature.

Chevrol-art

For the first time ever, Popbang Colour artist Ian Cook created images in his own unique style for a magazine cover. Here he explains what he can do for you too

aving my work on the front cover of a magazine is what I have always wanted,’ says artist Ian Cook. Or, to give him his other name, Popbang Colour. In his studio, at the Heritage Motor Centre in Gaydon, Cook created our special front cover in a matter of weeks while juggling corporate commissions from the likes of Land Rover and Chevrolet. But he was more than happy to turn his attentions to the front cover of Car Dealer because it’s something he’s always wanted to do. To anyone who knows of Popbang Colour’s talents, they would find that surprising. Why? Because different is what sums his work up. Originally from Solihull in Birmingham, the 28-year-old has had a meteoric rise in motoring circles for being ‘the artist who paints with radio controlled cars’, although that description is not strictly true, as Cook quickly points out. ‘There can be a bit of confusion around my work,’ he says, while standing next to his desk made entirely out of a Chevrolet Cruze BTCC car bonnet. ‘I do paint with radio controlled cars – but they form part of a whole technique which creates the artworks you see around you. I use the car’s wheels as paint brushes. They’re all different sizes and widths.’ Alongside some of the world’s great British cars at Gaydon, Cook has made his studio totally unique. Thanks to Dunlop and Chevrolet, the studio is strewn with memorabilia and motor racing bumpf. There’s everything from Yvan Muller’s Chevy Cruze WTCC car doors to spoilers and wings that lean casually against the wall alongside some of Cook’s famous artworks. But on the floor lies Cook’s next venture – the Car Dealer cover. He begins by laying out his large sheet of paper on which he’ll paint, and also 12 A4 sized photocopies of the Corvette, Volt and the Car Dealer logo. Certain ones are close-ups of tricky body parts of the cars, but there’s 12 because it’s Cook’s ‘favourite number’. Sketching then takes place, followed by the base colour hastily, but precisely, poured and dripped on. Cook uses a combination of waterbased and acrylic paints at an average cost of £3-5k per artwork, and then this is followed by what Cook has become so known for. Dotted around the floor are rows and rows of radio controlled cars of varying marques and sizes – but they’re not any old radio controlled cars. 38 | CarDealerMag.co.uk

What he can do for you

Each one has been chosen and, in some cases, specifically adapted for their use. ‘Take this one,’ he says, plucking a Range Rover Sport out of row three, ‘its high ground clearance is important for certain shapes. And this one,’ picking up a Mini Cooper S, ‘has a shorter wheelbase and smaller overhangs than the Range Rover. It’s not a case of using any old radio controlled car.’ Cook has also been down to break out his craft knife and hack away at the cars’ wheelarches to prevent paint from clogging up the wheels. ‘You’ll also notice some odd wheels on certain cars,’ he remarks. ‘As soon as a car breaks, I strip it down and re-use parts.’ The process of using radio-controlled cars

Exclusive offer

IT’S not just commissions for big firms that Popbang deals with, he can turn his radiocontrolled cars to dealers’ wishes too. ‘I can come along to a dealership or a special VIP event, new product launch or a venue where a dealer wants to keep guests for a long period of time,’ explains Cook. ‘I could be there all afternoon, create a picture of a car, their dealership, their logo – anything really, at commission. Having an artist painting in a dealer’s showroom is something customers would be really impressed with.’ Contact ian@popbangcolour.com, tweet @Popbangcolour or call 07985 250985

Chevrolet SpeciaL

Popbang Colour at work creating Car Dealer logo

began when Cook’s then-girlfriend bought him a Lightening McQueen model and told him not to get paint on it. Actively going against her advice, Cook started experimenting – an experiment that has led to him being one of the UK’s rising motoring artists. For Cook, his art has always been about cars. ‘When I was at Winchester School of Art, people used to hate my work,’ he says. ‘They said it was all about cars and it wasn’t art. I now don’t do art fairs because art people think my work is a gimmick. I have nothing to prove to these people. It sells and I love it.’ After leaving Winchester with a first in fine art, Cook held down a handful of bar jobs and spent

two years being a teacher at Sutton Coldfield College Design Centre, before breaking out on his own. And he’s pragmatic about his journey so far, adding: ‘I wouldn’t have a business if it wasn’t for Twitter. I get to chat to people, and people find out about my work through Twitter.’ Cook has an impressive following on the social network, no doubt helped by his car. Along with his Peugeot Boxer van which ‘is used to carry

around the heavy stuff,’ Cook also drives around in a Chevrolet Spark, renamed SpART, which is covered in vinyls depicting his work. Cook even has plans to turn his SpART into a 3D character on the internet so fans can chart his progress and find out where he is working at any given time. And that can be anywhere. Only this year, he was at the Britcar 24-hour endurance race at Silverstone painting a Mazda MX-5 racing car, surviving on only two hours sleep, and for the last two years has dropped in on the Abu Dhabi grand prix, selling a handful of original pieces to Sheiks in the process. His work has even appeared on Top Gear. Back to our cover, and Popbang is rapidly moving on to the minute areas of the Corvette and Volt, and it’s here his statement that different radio controlled cars are used for different purposes rings true. Cook is on his hands and knees making sure the cars are driven precisely to paint certain areas, driving the cars backwards and forwards to give the right texture. A key ingredient into why Popbang’s pieces are so bold and dramatic is the use of colour. As any artist knows, painting the colour black is not a case of slapping on some black paint. Every colour is made up of numerous others. ‘Take the red paintwork of the Corvette,’ explains Cook. ‘It’s not just red – there’s orange, pink, purple, and yellow in there.’ You can see this most clearly in some of Popbang’s most famous pieces. His Aston Martin DBR1, Audi R8, and Silk Cut Jaguar XJR-8 paintings have arguably become his showcase pieces – and that’s not mentioning his threestorey high portrait of Lewis Hamilton made with real cars! Popbang’s work is not just for commercial purposes, though. ‘When I was doing the Audi R8 in 2009, I didn’t do it for commercial reasons but because I think it is a beautiful car. Now it’s my most popular print,’ says Cook. ‘One of my most recent paintings was of a Volvo 850 Estate BTCC car. I created that picture not to put immediately on sale, but because it’s an iconic car among fans.’ Before we knew it, our time with Cook had come to an end. In fact, when we see the finished product, it will be around the same time that you see it. So, could the Car Dealer cover become Popbang’s favourite artwork? ‘The pieces of work I have spent more than seven hours working on, become a part of me. I have to say I have a big soft-spot for the Audi R8, Aston Martin DBR1, the Silk Cut Jag and Aston Martin DBR9 pieces due to the circumstances in which they were created. But I’m an artist – my favourite piece is always the next one.’ See Cook creating our cover in our video on our website. Search in the Editor’s Blog section.

Car Dealer Club members get free legal advice worth £199. Sign up at CarDealerClub.com| 39

Feature.

Chevrolet SpeciaL

Mark Terry

Chevrolet’s UK managing director speaks to James Batchelor about why he feels now is one of the most exciting times to be a Chevrolet dealer It’s been Chevrolet’s centenary year – it must be an honour to be the boss for it? Absolutely. If you look at where we were in 2005, when the Chevrolet brand first came to the UK, and where we are now, it’s incredible. The oldest car in our range now is the Cruze saloon, yet it was only two years ago that we launched it. As well as launching all these great new cars, each a pure ground-up Chevrolet, we’ve had a high profile motorsport campaign with the WTCC and, more locally, BTCC, we’ve participated in the Goodwood Festival of Speed and we’ve just launched a massively effective ‘Make it Happen’ marketing campaign, which expresses a new-found optimism and confidence to match our heritage and our product line-up. What’s more, we’ve got plenty to come in 2012, including the Volt, the Camaro and others I can’t tell you about yet! Do you think the days of Chevy being thought of as re-badged Daewoos are in the past? There never was very much association between the two brands from our customers – it was only really the motoring media that made much of it. When GM launched the Chevrolet brand in 2005, it took advantage of a sales, distribution and aftersales network it had acquired three years previously, along with production facilities in South Korea that were (and remain) among the most efficient in the world. To do that, we initially had to launch with legacy products, but it didn’t take long for that to change – first with the original Captiva, and since with the rest of the line-up. To our customers we are, and always have been, Chevrolet. Is the Corvette a strong flag bearer for the brand? Of course – it’s the ultimate iconic Chevrolet, one of the most recognisable supercars of all times. In America, Corvette is very much a brand itself and separated a little from Chevy. Could you see this happening in the UK? On the contrary, Corvette was sold as a separate brand for several years – these days we’re proud to call it a Chevrolet. In 2011 we celebrated our centenary, and the Corvette is one of the key icons behind that. At the other end of the spectrum there’s Volt, another car on our cover. What’s it like to have such different cars in the range? Fantastic – can you think of another brand with as much diversity? We have an industry pioneering extended range electric car, supercars, 40 | CarDealerMag.co.uk

Mark Terry is looking forward to an exciting 2012 sports cars, superminis, SUVs, and all tremendous looking cars at brilliant prices. Chevrolet has its best ever range in Europe. With these two cars, is there an environmental contradiction? Not really. Corvette is a niche product aimed at those who want such a car. It’s a legend. Volt is a real-world solution to reducing emissions and dependency on oil, and the fact it’s made by the same company as the Camaro and Corvette shows it’s built to appeal to enthusiasts. The two complement each other. Will Volt be a big seller or niche? Volt has already proven itself to be a great awareness raiser for the brand and brings attraction to Chevrolet, so in the broader context of our model range, then yes. In isolation, Volt volumes are governed by production allocations from the factory, and already our order banks exceed our allocation. We’re negotiating with the factory to ensure as many customers as possible get to experience the car. What are your sales expectations for the Volt? As per the previous question, as many cars as we can get. Will every dealer have the opportunity to sell Volt? Ultimately, yes. Will dealers have a Volt specialist who just deals with those sales? Where one of

our dealerships sells Volt, all of the sales staff will be given the correct training to ensure they are in a position to speak about the car with authority, and to deliver an exceptional level of service that these customers – early adopters of Voltec technology – are likely to expect. Indeed, we’re currently training our sales staff across the network to understand the car and the needs of its customers irrespective of whether or not they will be one of the first Volt sales sites. Will every dealer be able to service the Volt? All dealers that will sell Volt will be trained and equipped to ensure they are in a position to maintain and service the Volt in accordance with customers’ expectations. Are you planning a big marketing campaign to entice customers to Volt? Our marketing plans will be announced much closer to the car’s launch. When is the Camaro coming to the UK? It will be here in the Spring of 2012. It’s such a great looking and value proposition that it will fit naturally alongside our mainstream models. What are your expectations for 2012? For us it’s all about building the brand around the great new products we’ve got, and translating that into sales. We start with the launch of the new Aveo and it just keeps on rolling from there – with at least four launches through the year.

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forecourt. the knowledge Model: Chevrolet Volt Price: £28,545 Engine: 100KW electric motor with 1.4-litre, petrol range extender Power: 150bhp (equivalent), 450Nm Max speed: 100mph 0-60mph: 9.9secs MPG (comb’d): 232mpg (MVEG cycle) Emissions: 27g/km Residual values (three years): TBC

target buyers:

Early adopters, technophiles and eco-minded commuters.

the rivals Vauxhall Ampera, Toyota Prius Plug-in Hybrid, Nissan Leaf.

Key Selling Points:

1. Extended range capability. 2. ‘World first’ technology. 3. Refined and quite lively.

Deal Clincher: No range anxiety.

Chevrolet Volt

It’s one of Chevrolet’s most important models ever and enters untrodden territory. James Baggott investigates What is it?

What’s it like to drive?

The Volt is an E-REV, or Extended Range Electric Vehicle. The wheels are driven by an electric motor for the first 30-50 miles. The motor takes its power from a battery pack. Once charge is depleted below 50 per cent, a petrol engine kicks in and acts like an alternator.

What’s under the bonnet? In terms of internal combustion engine, a boring GM 1.4-litre unit as found under the lid of many a Corsa or Astra. And also a 100KW electric motor, which delivers similar torque to a V6 petrol unit, and a power output akin to a 150bhp diesel. Then there’s a T-Shaped battery pack under the floorpan.

With all that electrickery, it’s no surprise that the Volt feels heavy and you notice it most under braking, but the chassis is composed and the power delivery is amazing.

What’s the spec like?

What Car gave the Volt a five-star rating, citing it as the most viable There’s only one trim – £28,545 on the road with standard leather. Other alternative to a conventionally fuelled standard kit includes voice activation car yet. Auto Express gave it a similar for stereo, phone and climate controls, verdict, calling it a ‘game changer’. cruise, follow-me-home headlights and a natty button on the key fob that What do we think? pre-heats the cabin and demists the This is the closest anyone has come to windows off the mains while the a viable, real-world electric car and it car’s on charge. does away with ‘range-anxiety’.

For every part of your automotive business Kärcher’s BR 40/10 C floor scrubber drier offers incredible cleaning performance, leaving all kinds of hard floors clean and dry in a single pass. Safer, faster and more thorough than mopping, the 40/10 has the versatility to keep all areas of your business looking immaculate. And with the UK’s largest network of independent dealers, you’re never far from expert help and advice. To find out how Kärcher can make a difference call 01295 752 142, email hds@karcher.co.uk or visit www.karcher.co.uk quoting CarDealerJan 42 | CarDealerMag.co.uk

What do the press think of it?

Chevrolet SpeciaL

Chevrolet Camaro

the knowledge

Over-powered, over-sized and now over here – will the Camaro be the car to ‘Transform’ Chevrolet’s image? What is it?

be a challenge to plant on the road. It doesn’t feel much more agile on the open road either – plenty of torque, and it sounds awesome, but the steering is vague.

An unashamed muscle car in the traditional mould. That means big, brash, bold and crude. Rear wheel drive, with the evergreen GM small block V8 under the hood. Built to a price, and with a focus on style and sound over substance. But does that matter? Not one jot.

What do the press think?

What’s under the bonnet? A not indiscreet 6.2-litre V8, with either 426bhp or 400bhp depending on whether or not you have six-speed manual or auto transmission. It’s an old-fashioned cast-iron unit, with 50 years development behind it.

What’s the spec like? The UK model is based on the

American SS specification, which is well-equipped and comes with a premium sound system, 20-inch alloys, Brembo brakes and reverse and front parking sensors.

What’s it like to drive? A handful! In town, it’s big and unwieldy, while LHD only means it’ll

What Car? thought it was good value for such a large and distinctive beast, but said not to expect too much of it dynamically. Likewise, Auto Express suggested the chassis tuning wasn’t advanced enough for Europe.

Model: Chevrolet Camaro Price: £34,995 (Coupe), £39,995 (Convertible) Engine: 6.2-litre V8 Power: 426bhp, 570Nm Max speed: 155mph (limited 0-60mph: 4.5s MPG (comb’d): 18.8 Emissions: 394g/km Residual values (three years): TBC

target buyers: Premiership footballers, rock stars, TV celebrities.

the rivals: Ford Mustang, Dodge Challenger.

Key Selling Points:

What do we think of it?

1. Astonishing value. 2. Great looks, lots of character. 3. Rarity – Chevrolet only intends to import 200 a year.

A perfect example of how a great looking car with a throbbing V8 soundtrack is, actually, all you really want or need…

Deal Clincher: Top car to cruise around in at the weekend.

K C STO

...

as m t s i r h this C

...so whatever type of car you’re searching for this season, log on to www.mfldirect.co.uk and get stocked up!

CarDealerMag.co.uk | 43

Feature.

Chevrolet SpeciaL

Brawn vs Batteries James Baggott and Martyn Collins take the Volt and Corvette on a German road trip

lights to the Frankfurt Motor Show are for wimps. Who needs the ‘comfort’ of a budget airline when you can choose to drive the highways and byways of continental Europe in Chevrolet’s latest green number, the Volt? That’s just what we aimed to find out as James and I pointed the Volt and slightly more exotic Corvette Grand Sport towards deepest Germany. First thoughts were that the Volt is much better-looking than its sister car the Ampera, which I drove earlier in the summer. I think that’s because the nose looks much smoother. Like the Ampera, I was immediately impressed by the refinement and performance of the 150PS Voltec electric drive unit. The Volt rode very well too and combined with supportive seats, this Chevrolet turned out to be a comfortable companion around the M25. Question is, would I feel the same when I got to Frankfurt? Electric power was done by the time I reached Enfield after setting off from Luton, but there was no drama and the Volt seamlessly switched to its 1.4-litre petrol generator power and another 300 mile range. Channel Tunnel done, we hit Europe in the early afternoon and I had to follow James in the Corvette as he had the sat-nav. After successfully navigating the Brussels ring-road it was soon time to fill up. I squeezed almost 50 Euros worth into the Volt, James wasn’t quite so lucky having to spend nearly double that on the Corvette – still it did at least have a massive tank. The rest of the trip was long but the Volt remained comfortable, I especially liked the bassy Bose sound system too. And things got more memorable when we hit the Autobahn with big Mercedes and BMWs flying by. By this point it was getting late and all we wanted to do was hit Frankfurt. James was certainly testing the performance of the Corvette and as he had the only working sat-nav, I tried to keep up behind. It was only at this point that I found the limits of the Volt’s performance, a 105mph limiter to be precise. Still, it felt very stable at that speed and it was the only time during the trip I yearned for more performance. Then again, how many times are future owners going to be chasing Corvettes? I doubt there will be many. Overall, like its Ampera sister car, the Volt is a very impressive and exciting addition to the green car sector. It was a shame I ran out of electricity so soon, but I’m sure some more gentle driving would have delivered better fuel consumption from the 1.4-litre engine. However, if I had been in a Nissan Leaf, it wouldn’t have made it to Frankfurt as there’s no

Corvette vs Volt entertained on way to Frankfurt

alternative power source. At £28,545, the Volt is not going to be cheap when it goes on sale in March, but as I proved with this trip to Frankfurt, the Volt fits so easily into daily life that Chevrolet has surely produced a game-changing car.

Corvette When you’re facing a 1,000-mile road trip there are a few things that are necessities: A diesel engine for a start, lots of room for luggage, and a relaxing drive. Unfortunately the Corvette Grand Sport offers none of the above – but it does, however, have one overriding factor that makes all others pale into insignificance: The Cool Factor. The Corvette is one of the motoring world’s icons – up there with the original Mini and Mustang – so the opportunity to drive one all the way to the Frankfurt Motor Show and back was too good an opportunity to pass up. Granted it was never going to be the most economical form of transport. In fact, the 6.2-litre V8 lump consumed as much fuel as an EasyJet flight to Germany (probably) – but I doubt those passengers were having as much fun as I was. Official consumption is 22.4mpg, but I don’t think I got anywhere near that... The Corvette Grand Sport isn’t like European sportscars. It’s not lithe or nimble, like a Ferrari

or Porsche, instead it feels almost industrial in its execution. It’s big, brutish and heavy-handed... a bit like the Americans. Switchgear is tough and chunky, the interior cramped, and performance all about huge displacement power. Producing 437bhp and 575Nm of torque, the Grand Sport can hit 60mph in 4.7 seconds and a top speed of 186mph. Obviously, being in Germany and driving on derestricted Autobahns, it would have been rude not to test those claims. Off slip roads it sounded fantastic as it shifted up through the six-speed autobox, but you needed to keep your foot planted to avoid lazy changes. I managed to top 140mph on one limitless section and it felt extremely planted at these speeds. You get to know a car intimately over 1,000 miles and I found the Corvette comfortable and a competent grand tourer. However, there’s not much room inside and the quality of some of the interior fixings doesn’t match the £73,228 price. It certainly turns heads though – I got easily as much attention as when I’ve driven exotic European rivals – however if it was a decision between this and a similarly priced, and performing, Porsche, as cool as the Corvette is I just couldn’t justify handing my money over... But I’m sure there are many that could. [CD] CarDealerMag.co.uk| 45

CarDealer. Ewards

2011

I n a s s o c i at i o n w i t h

autotorq.com

The judges have cast their votes and now we can reveal the results of this year’s Car Dealer Ewards It’s a bit of a tired statement now, but the internet is tremendously important to all of our lives, let alone the way you go about running your business. The internet is no longer just another method of advertising a car for sale. Those days are long gone. It’s now a virtual showroom, a window into your business, and a shop front for cars all rolled into one. Your website is a portal in which customers can do their research during the commercial break of Dancing on Ice and it’s a tool with which they can find 70 identical versions of a dealer’s car for sale and know exactly what price to offer for it. They can even find the car of their dreams and share it with all of their friends, asking for advice and opinion. They can also search for that dream motor on YouTube and find out everything they need

to know about it – from a TV review of whether it’s any good to how to take the dashboard apart or change the stereo for an aftermarket one. Consumers accept this now as simply a way cars are bought and sold. Car dealers have had to learn to accept this as the new way of life. Some dealers are forced to constantly play catch-up while others are simply wondering how to make a success out of the internet. This is precisely what the Car Dealer Ewards – held in association with Autotorq.com – are all about. Now in their fourth year, it’s where we showcase, argue, deliberate and celebrate the best automotive websites out there. This year we received a record number of entries, and one thing was clear: The flashiest and glitziest websites aren’t always our judges’ favourites. Some of the winners are the simplest – focusing more on an unfussy palette

of colours, straightforward structure and easy navigation. Others have been striking out with social media integration, excellent photography, rich colours, bold homepage campaigns and promotions, and displaying cars using 360degree video spins. This year we’ve also added three new awards which got some of our judges scratching their heads. To decide the winners of these awards, the panel met at Autotorq’s Fulham HQ and pitched their nominations to each other. These were then discussed, argued and deliberated over and were voted for in the same way as the other categories – in a Eurovision Song Conteststyle points allocation. So, here they are: The very best automotive websites in the UK; our Car Dealer Ewards Winners for 2011.

THE JUDGES

Stewart Niblock

Jamie Dixon

Roland Schaack

Matthew Strudwick

James Tew

Autotorq

GForces

Codeweavers

Car Care Plan

Webzation

Alex Knight

Progress Automotive

Adam Price

Autos on show

Ashley Hitchcock

Andrew Ballard

Spidersnet

Experian

Alan Crane

Bluesky Interactive

CarDealerMag.co.uk| 47

EWARDS 2011.

Multi Franchised Winner Winner: Citygate.co.uk | Produced by GForces Commended: sinclairgroup.co.uk, drivebenfield.com Last year’s winner in the multi franchised category was a superb example of how to create a website to showcase a number of brands under one roof. This year we thought the competition would be even more fierce considering the winner would have to exceed last year’s expectations – predictions that certainly came true. Arguably a harder arena to do business in, a dealer group with more than one franchise has to create a website showcasing those brands to a mixture of different customers. There has to be equal measures of manufacturer representation and special offers – and that’s not to mention having to get the dealer’s brand across too. Get it right and you’ll have the manufacturers patting you on the back, and the customers putting money into your trouser pocket. This year’s winner was Citygate with a bold example of how it should be done. The firm represents Volkswagen, Skoda and Volkswagen

48 | CarDealerMag.co.uk

Commercial Vehicles – three different customer interests – and has sites in High Wycombe, Chalfont, Watford, Capitol Way, Colindale and Ruislip. With different customers from different locations converging on one site, simplicity rules here. But it shouldn’t be too simple –

Autotorq says Headline sponsor’s comment GOOD to see another example of the trend back towards cleaner, less cluttered home pages that don’t offend consumers’ eyes. Subtle and easy to navigate, regardless of which brand you want to buy, it’s a worthy winner in this category.

Stewart Niblock

failure to get the individual brands’ messages out there to the customers is suicidal. Citygate has managed the job well. There’s easy navigation to the VW and Skoda sides of the business, plus the servicing, bodyshop, fleet sales and used car services it provides. The website certainly caught the eye of Ewards judge Alex Knight of Progress Automotive. Knight said: ‘The key to this site’s success is a very clean design and a clear navigational path through to key customer action areas. I really liked the new car configuration options and finance calculators, and it’s topped off by a very smart mobile website to cater for browsers on the move.’ James Tew of Webzation commented: ‘Citygate has always demonstrated a forwardthinking approach with their web strategy. They clearly see their website as a fundamental part of their business. In addition to new and used vehicles their site is also a shopfront for their fleet and servicing arms. The site is both informative and rich with content.’

CarDealer. Ewards

2011

I n a s s o c i at i o n w i t h

autotorq.com

Single Franchised Winner Winner: Jackbarclay.bentleymotors.com | Produced by Autotorq.com Commended: bsmarson.co.uk, nowvauxhall.co.uk This category has become known as one of the mostly hotly-contested in the four years Ewards has been running. It aims to root out the best dealer website that represents just one brand. The hot competition is probably due to the fact the site represents a single brand – the stakes are high in keeping customers’ attention. It’s not enough to excel in one area – design, navigation, ease of use and more, are all important for a victory. In contrast to last year, Ewards ’11 saw our judges favouring simple, clean-cut websites with an eye for photography and social media integration. This year’s winner was Jack Barclay Bentley whose website trades heavily on ease of use and being a reflection of the products the firm sells. A quick search function, a map to its Mayfair premises, a video and latest news are all easily found on the homepage. These are joined by an ‘overview’ of the current models and pre-owned vehicles the firm can provide to customers, ownership

information, servicing details, and an ‘about us’ menu. It was a class act and one that impressed all of our judges, with the website romping home to victory. GForces judge Jamie Dixon felt the site was ‘clean, expressive, simple and to the point. The Jack Barclay website reflects well the

Autotorq says Headline sponsor’s comment A CLEAN, uncluttered and engaging website that brings alive the elegance and unique heritage of the brand while allowing users to easily find what they want, when they want it. Beautiful aspirational images and nice use of video too!

Stewart Niblock

product for the desired market.’ Strong photography on any site cannot be emphasised enough these days. Whether it’s press photos of the models you’re selling or high-quality images of your current stock, never has there been more of a need to provide a set of good pictures on your website. Jack Barclay has realised this too – hence photographs taking a strong lead on their site. It was this that really caught the eye of Car Care Plan’s Matthew Strudwick. The Ewards judge was also taken with the simplicity of the site, adding: ‘The design of the Jack Barclay Bentley website is simple, modern and uncluttered. ‘The stunning photography really grabs the attention and sets this site apart. There’s plenty of current and historic model information to hand, and the integrated You Tube videos from Bentley are a nice touch. This is a great website that showcases Bentley cars and Jack Barclay’s offering to the fullest.’

CarDealerMag.co.uk| 49

CarDealer.

EWARDS 2011.

Ewards

2011

I n a s s o c i at i o n w i t h

autotorq.com

Independent Winner Winner: Theferraricentre.com | Produced by GForces Commended: Clivesutton.co.uk, Williamloughran.co.uk PREVIOUS winners of this category have really taken the fight to single and multi-franchised dealers proving that the smaller boys can be just as web-savvy. In many ways, an independent dealer’s website is the toughest to crack. Yes, they’re free from manufacturer interference but they’re a small fish in a big pond. That’s not including specialist dealers who have the devil’s own job of having to grab and keep a certain customer on their website. This year’s Independent Dealer winner won by a country mile. A quick browse in a search engine reveals hundreds of independent Ferrari dealers and specialists in the UK – all in competition with each other to sell, service and maintain Maranello’s finest. But The Ferrari Centre’s website has come up trumps. It focuses heavily on a simple design – those two words again – featuring accent colours relevant to the Italian marque. The photography is good too. Ferraris are probably the most photographed cars in the

world, so making yours stand out from the plethora of pictures of red cars is a triumph in itself. However, The Ferrari Centre also appreciates its customer too, for the multiple number of images do not just feature outside shots of the car. It’s clear the type of customer who buys from this dealer knows all about

Autotorq says Headline sponsor’s comment DELIGHTED to see the independents and specialist dealers doing well, and this website is another good example of the ‘keep it clean and simple’ approach. Really good images presented in a tidy layout with a good selection of videos in the media gallery. With the inclusion of an online shop, it’s thumbs-up for this dealer.

Stewart Niblock

the marque and is an enthusiast – so, on each advert, the firm has made sure there are pictures of engine bays and boot floors. The site also uses video. Another neat idea, becoming increasingly popular among independent dealers, is the stock update feature. As soon as any new Ferrari is listed on the site, customers who have signed up for the service will get an email. Ewards judge Andrew Ballard of Experian believed: ‘With an iconic brand, it would have been easy to go overboard. Instead it’s clear, engaging and focused on the cars and services offered. Great to see ‘‘previously sold’’, contact us and online service booking aspects.’ New to Ewards this year, Alan Crane of Bluesky Interactive added: ‘The Ferrari Centre provides viewers with a clean and contemporary website with easy navigation and high-quality content. ‘The site makes great use of its images on the ‘‘vehicles for sale’’ page and includes a helpful video gallery.’

CarDealerMag.co.uk| 51

200,000 WARRANTY CLAIMS A YEAR. AND RELATIONSHIPS HAVE NEVER BEEN STRONGER.

Customer relationships are safe with us. With a Car Care Plan warranty, you know that there’s no hiding behind small print. Or stalling over pay outs. Instead, you get rapid-response call handling, prompt and efficient claims processing and a friendly, professional service that gives you, and us, a good name. It’s not just car buyers who think highly of us. It’s Car Dealer readers too. They voted us warranty provider of the year in this year’s Power Awards. Why not find out more about our highly rated, after-sales programmes. Call 0844 573 7591 or visit www.carcareplan.co.uk It could be the start of a beautiful relationship.

Car Care Plan Limited is authorised and regulated by the Financial Services Authority.

CarDealer.

EWARDS 2011.

Ewards

2011

I n a s s o c i at i o n w i t h

autotorq.com

Car Supermarket Winner Winner: Tescocars.com | Produced by Tesco Cars Commended: motorrange.co.uk, eddiewright.co.uk There’s nothing like a shake-up in the market place to get dealers both talking and scratching their heads. The launch of Tesco Cars in 2011 was probably the biggest news to come out of the motor trade. There was speculation as to whether it was going to happen, with many dealers and industry experts saying it could only spell doom for their beloved trade sector. But – as we very well know as Car Dealer broke the news – it did happen, and people have been talking about it ever since. The supermarket giant is the trading name of Carsite, and in its first month of trading the website scored nearly 500,000 hits from interested punters. Buyers search the car they want – or, if they need help, the site has a ‘personal shopper’ search which gives advice – and then the car of their dreams is given a 167-point check by the RAC and undergoes an HPI check, and the

RAC even gives the car a video test drive for the buyer too. To match its supermarket background, Tesco Clubcard holders receive 2,000 points when they buy a car.

Autotorq says Headline sponsor’s comment UNASHAMEDLY ‘Tesco’ in its branding and low-frills approach, this site scored highly for good functionality and no-nonsense navigation. With features such as pre-order, lifestyle search and 360-degree inside view, along with RAC inspections and direct access to Tesco Bank finance, it can provide an all-in-one solution.

Stewart Niblock

Even the website looks like the site you’d buy your groceries from. However, just because it’s got the famous name and helpful slogan, it doesn’t mean the website is a winner. But a winner, it is. Tescocars.com won head and shoulders over its competition this year, prompting Ewards judge Roland Schaack to say: ‘The Tesco site is fast, clean and offers the user plenty of information. I particularly liked the ability to order vehicles online. All this combined with loads of stock and one of the strongest brands in the country makes the site a real winner.’ Jamie Dixon of GForces felt the same, adding: ‘Tesco has entered the online arena not using their vast cash reserves to build the ultimate dealership but rather through developing a customer-focused website that utilises the trust of their brand to allow them to learn automotive retailing. This is one business to watch.’

CarDealerMag.co.uk| 53

WebBuilder

PROGRESS automotive solutions

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CarDealer.

EWARDS 2011.

Ewards

2011

I n a s s o c i at i o n w i t h

autotorq.com

Car Manufacturer Winner Winner: Citroen.co.uk | Produced by Dagobert Commended: Volkswagen.co.uk, Audi.co.uk WITH huge budgets and the capability to speak to some of the biggest names in web design, you would think that car manufacturers have the best sites in the business. That, unfortunately, is not always the case. In fact, there are some makers out there who get the game so badly wrong that many of our judges voted on some of the worst. But we’re not here to name and shame the rotten ones – rather to celebrate the creme de la creme of big-budget sites whose aim is to make both consumers’ and dealers’ lives easy. And that maker this year is Citroen. Staggeringly it’s the second year the charismatic French firm has won this gong. It’s not staggering that they’ve won, more that other manufacturers haven’t upped their game. Last year the Citroen UK website wooed our judges with a bold, detailed and engaging design – and the same can be said this year too. There are a few added details this year

such as easier navigation and social media integration at the bottom of the website homepage, but the basic Gallic flavour remains. A sweeping carousel showcases a whole host of features. Included are a year’s free fuel offer

Autotorq says Headline sponsor’s comment CITROEN dares to be different with a beautiful sweeping carousel of images flowing onto the home page as it opens, and gliding from side to side as you navigate. The unique layout with well-thought-out graphics and cinemagraphs make this a pleasure to explore. A great showcase for the new headline-grabbing DS models.

Stewart Niblock

and a game, plus a chance to win a Citroen DS3 Racing, news about the firm’s motorsport successes, the facility to ‘like’ Citroen on Facebook and promotions on ‘actual’ cars. The French firm is a deserved winner – a feeling shared by Ewards judge Ashley Hitchcock from Spidersnet, who said: ‘I like the way this website engages the user. The crisp, clean design helps navigate the user to their chosen destination with ease. The addition of the large image-driven dropdown menu also helps expose all aspects of the site.’ New to the Ewards judging panel this year, Autos on Show’s Adam Price added: ‘It’s a design-led website that is rich in information. ‘They have taken significant steps in putting the forecourt at the fingertips of their online customers. It stood out due to ease of navigation and the ‘‘configure a car’’ option is highly detailed and includes a 360-degree internal view.’

CarDealerMag.co.uk| 55

Over 2 million cars will be sold this year via social networks...

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CarDealer.

EWARDS 2011.

Ewards

2011

I n a s s o c i at i o n w i t h

autotorq.com

Social Media User of the Year Winner: Daksh Gupta Commended: Peter Vardy, Ling Valentine This was a brand new category to find the best user of social media in their respective business. It could be anyone – from a dealer principal to a product or service. The only stipulation was that the winner had, in the last 12 months, had to have used social media – such as Twitter and Facebook – in an innovative and productive way. Marshall Motor Group’s chief executive Daksh Gupta received two nominations in this year’s Ewards, and romped home to outright MotorTrader victory. Judges acknowledged Gupta as one of the leading embracers of social media of anyone in his position in the motor industry. Favouring in particular Twitter, Gupta uses the mini-blogging platform in just the way it should be. He chats to customers and employees about cars, deals, offers and services Marshall can provide. He tweets about his personal life, what

he’s doing at any given time, re-tweets news his followers would be interested in, and shares pictures with his audience. Gupta also uses social media to create a buzz around car buying. During the summer, Gupta,

Autotorq says Headline sponsor’s comment SOCIAL media may be in its infancy in automotive but Daksh knows it’s about engagement and personality, not hiding behind a brand or corporate speak. Great to see the man at the top being open, approachable, human and witty, while tweeting directly with customers on both the good and the bad.

Stewart Niblock

along with Robert Forrester of Vertu fame and Darren Williams from Grants Seat, took part in a Twitter duel by tweeting how many cars they were selling on one particular day. Judge Jamie Dixon from GForces remarked: ‘Daksh is a customer-focused individual and this has shown through in the manner he has embraced the use of social media for Marshall Motor Group.’ Roland Schaack of Codeweavers added: ‘Daksh Gupta has really worked hard on his social media presence wearing his heart on his sleeve. Over the past few months we have watched Daksh personally handle customer complaints in full public view. This for me is what social media is all about, interacting with customers for better or for worse.’ ‘Daksh has embraced the fact that social media can’t be purely corporate,’ says Experian’s Andrew Ballard. ‘He makes it feel real and engaging.’

CarDealerMag.co.uk| 57

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CarDealer.

EWARDS 2011.

Ewards

2011

I n a s s o c i at i o n w i t h

autotorq.com

Web Personality of the Year Winner: Peter Vardy Commended: Louis and Reg Rix, Daksh Gupta The motor trade is full of personalities – from top dealer principals to Nigel and his used car lot under the railway arches. But there are few personalities who have a moralistic approach to doing business, and share this among their customers on the internet. Step up Peter Vardy. This year, Web Personality of the Year was a new category and went in search of someone who was creative and inspirational in their web presence. Like Social Media User of the Year, our winner could be an individual, a company or a service, but unlike the Social Media User category, the winner had to be exceptional on all levels. Since starting the business in May 2006 and opening his first dealership in Perth in June of the same year, Peter Vardy jnr. has gone out to create a unique business model. The firm’s Facebook page – which has almost 1,800 users ‘liking’ it – outlines the business

succinctly and includes the mission statement: ‘The vision of Peter Vardy Ltd is to create the world’s best motor retail operation as measured by our colleagues, customers and communities in which we serve.

Autotorq says Headline sponsor’s comment PETER Vardy proclaims ‘a fresh approach for the 21st century’ and that is certainly evident. With a consistent and engaging presence on Facebook, Twitter and YouTube (and the group website) he is actively exploring how best to interact with customers and bring his personal and brand values to life across every channel.

Stewart Niblock

‘Peter Vardy Limited will promote new thinking, resources and incentives to enhance colleague satisfaction as the primary route to long-term success.’ The business also has strong Twitter, YouTube, Flickr, and LinkedIn accounts. Ewards judge Ashley Hitchcock of Spidersnet said: ‘Peter Vardy’s attitude to selling cars and running his business, by not focusing on being the biggest, but doing it right, is refreshing.’ Bluesky Interactive’s Alan Crane added: ‘Peter Vardy have implemented some great social media campaigns, the most recent being the fun interactive online advent calendar for the build-up to Christmas. The company has a huge social media presence and constant communication with its online audience through Facebook and Twitter.’ James Tew of Webzation concluded: ‘Peter has a real passion for the web and has always been an early adopter of new technologies.’

CarDealerMag.co.uk| 59

CarDealer.

EWARDS 2011.

Ewards

2011

I n a s s o c i at i o n w i t h

autotorq.com

Innovation of the Year Winner: Citroen DS4SEEKERS | Produced by Candyspace Commended: Mercedes-Benz ‘Escape the Map’, Google+ The Innovation of the Year category set out to find a website, programme or special campaign that really made our judges stop and think for a moment. That’s a tall order when you consider our judging panel helps develop innovative websites every day – and some of them even commented they had seen no innovation at all this year. But there was one development which certainly got quite a number of our judges’ pulses racing – and our winner this year was Citroen’s DS4SEEKERS. Launched earlier this year, DS4SEEKERS was an online and mobile platform competition which used mapping technologies from Google to create an innovative multi-player game of hide and seek featuring Citroen’s DS range. Running over two 10-day periods in July and September, players hid and looked for virtual DS4s across the Google Maps and Google

Streetview worlds. Points were earned for hiding and finding cars, and each point gained an entry into a draw to win a top-of-the-range DS4. The more points players collected, the more chances they had to win, and players

Autotorq says Headline sponsor’s comment SEVERAL brands have created interactive social media experiences but DS4SEEKERS really stands out for two big reasons: It really engaged players in a competitive way using visually rich media so they kept returning, and it uniquely works across all platforms and devices. A great social experience.

Stewart Niblock

were ‘given’ new DS4s to hide each day. Aside from the fact that users were playing a game made up of virtual Citroen DS4s, some of our judges said they had heard stories of users being ‘gripped’ and ‘addicted’ to the innovative Citroen campaign, in the hope of getting their hands on one of the quirky DS4s. The campaign certainly impressed Ewards judge Alex Knight from Progress Automotive. Knight remarked: ‘Citroen really cracked it with this clever website game promoting the new DS4. The site was hugely innovative in its all-browser compatibility, with seamless, realtime moves between mobile and online. Its addictive, engaging and interactive gameplay kept people coming back for more.’ Car Care Plan’s Matthew Strudwick agreed, saying: ‘With the DS4SEEKERS game, Citroen took hide and seek to a whole new level. ‘The game clearly raised the profile of this innovate new vehicle.’ [CD]

CarDealerMag.co.uk| 61

Listen to your music and talk hands-free The car receiver with web service apps, voice recognition and hands-free calling. Maps

Scan this QR code using a QR reader on your Smartphone to learn more about the Parrot ASTEROID or visit www.parrot.com.

PARROT MKi9200 Advanced hands-free calling and music connectivity for iPod, iPhone, USB or SD Card. Scan this QR code using a QR reader on your Smartphone to learn more about the Parrot MKi9200 or visit www.parrot.com.

“Made for iPod” and “Made for iPhone” mean that an electronic accessory has been designed to connect specifically to iPod, iPhone, respectively, and has been certified by the developer to meet Apple performance standards. Apple is not responsible for the operation of this device or its compliance with safety and regulatory standards. iPhone and iPod, are trademarks of Apple Inc., registered in the U.S. and other countries. The Bluetooth word mark and logos are owned by the Bluetooth SIG, Inc. and any use of such marks by Parrot is under license. COYOTE, iCOYOTE and COYOTE logo are trademarks of COYOTE. LIVERADIO, ORANGE LIVERADIO and ORANGE LIVERADIO logo are trademarks and/or registered trademarks of France Telecom. Parrot trademarks figuring on this document are the property of Parrot SA. Other trademarks and trade names are the property of their respective owners. Parrot SA - RCS PARIS 394 149 496.

www.parrot.com

focus on.

12 for 2012 Parrot

Keeping us connected W: parrot.com/uk T: 0844 472 2360

‘‘

Our top of the range MKi9200 shows album artwork, playlists and more.

‘‘

here was once a time when a deal rested upon whether the customer liked the colour of the car, or whether it had a leather interior, or even air conditioning. But these days, buyers are more demanding. It’s not uncommon for a customer to want to be totally connected to the outside world all of the time. Keeping in touch with phone calls while on the move and having the facility to listen to the entire back catalogue of Lionel Richie is what customers want to do. This is fine if the car you’re selling boasts these capabilities, but what if it doesn’t? Happily there are simple solutions available. Parrot is one company that can help you out. It’s the world leader in wireless devices for mobile phones, and has become the by-word for aftermarket hands-free systems. The firm can help dealers both by supplying products customers crave, and helping them offer simple solutions. ‘We have the best-selling car kit in the UK,’ says Parrot’s sales director, Asif Gillani. ‘It’s the CK3100 and has become popular among fleet users. We’ve also got the MKi range which has the advantage of full iPod integration which is technology a lot of car manufacturers struggle with. ‘Our top-of-the-range MKi9200 shows album artwork, playlists and more, and allows two phones to be connected at the same time – a real advantage if customers have both a work and a personal phone as they can handle calls from both of them with MKi9200.’ The firm is respected among car manufacturers too. ‘We have close relationships with many car makers supplying Bluetooth technology at factorylevel,’ explains Gillani. ‘This includes the Volkswagen Group, Renault, Peugeot and Citroen, Kia, selected vehicles from the BMW Group, and even the Aston Martin One-77. The firm also works with manufacturers at dealer level, but in 2012 Parrot wants to talk to independent dealers. ‘We haven’t spoken to independents before,’ says Gillani. ‘We have been very happy in people buying our products and for being behind the scenes, but now we want to be known among car dealers. For us, it’s very much a change of strategy to make car dealers more aware who Parrot is, what Parrot can do and what support Parrot can offer.’ That level of support includes POS supply and a field-team can be dispatched to a dealer to help

train up their staff. But dealers installing the kits themselves is just one way of providing customers with the type of technology they want in their cars nowadays. ‘We don’t supply to car dealers direct,’ explains Gillani. ‘There are two buying methods for car dealers: the first is they can buy from our

distribution network, or we can put them in touch with certified installers. These are people who have been vetted and accredited by Parrot. ‘What we find is a lot of car dealers tend to have a local arrangement, and they can phone up a local specialist who will supply and fit the kit. ‘You might find car dealerships who have spare capacity in their workshops, and their technicians are qualified or have the right ability to install a car kit – those dealers can buy from our distributors if they wish. ‘There are other dealers who really don’t want the hassle and don’t want to hold stock. In which case we would put them in touch with an installer who would come to the dealer’s premises and be ‘‘invisible’’ to the customer.’ And the result? A happy customer and a dealer who has made a little more money by paying attention to their aftersales business. CarDealerMag.co.uk | 63

Make the best use of your showroom, even the virtual one...

IAL SPECER! OFF

My Car Dealership

“45% of Auto Trader’s users accessed Auto Trader Mobile on a dealer forecourt”

WiFi from Wicoms delivers your brand, your messages and your offers straight to the customers in your dealership. Providing your customers a coffee and Free WiFi might seem like an obvious move, but consider the advantages of a fully managed WiFi solution from Wicoms:

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Push your seasonal offers and promotional messages straight to customers in your service area and control your virtual showroom

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Control how long customers can use your WiFi, online reporting gives you real-time statistics on data usage.

For a smarter customer experience, call Wicoms: tel: 0207 841 1040 visit: www.wicoms.com email: info@wicoms.com

focus on.

12 for 2012 Wicoms

Watchful eye on surfers W: wicoms.com T: 0207 841 1040

‘‘

Wicoms supplies businesses with analytics about what goes on when people connect to wi-fi on their premises.

‘‘

ow much time and money is spent making sure that your showroom looks good, presents the right image and above all, properly projects to customers the credentials of the brand you represent? What would you do if a rival stole a major area of that showroom and used it for their own purposes? It could be happening right now! A recent survey showed that 45 per cent of Auto Trader’s users accessed Auto Trader Mobile on a dealer forecourt. Would you know if customers looked at your website from the forecourt before they came inside? Wicoms could tell you. Wicoms supplies businesses with analytics and information about what goes on when people connect to wi-fi on their premises. The analysis, reports and products can help you understand how your customers use wi-fi, and help you make the most of m-commerce. When your customers use Wicoms wi-fi, your business will be shown in the best possible light. Wicoms has built many wi-fi services for the motor trade and has relationships with a wide range of dealerships. The firm has truly exciting services to develop your customer’s experience and relationship with your business and what they offer is different from other wi-fi solutions – even ones that you build yourself. A key feature of Wicoms wi-fi is that a customer sees both national and local branding when using the service, ie, the name of the manufacturer and the dealer group. It’s a tailored service your potential customers will appreciate and which will provide you with a wealth of invaluable information. Wifi is not just a free way of accessing the internet of course. Besides the legal issues (all of which Wicoms handle), Wicoms knows that your dealership will gain huge value from what they can do. In the motor trade, price comparison and vehicle test reports are all online and the need to engage with customers across these areas is vital. Add to that the key data about what the wifi is being used for. How long are customers online? Where are they searching? Are they repeat or regular customers? Are they customers with a company car or more than one car? Do they know about the latest local promotions from your business? Would you know if customers looked at your website from the forecourt before they came inside?

And don’t forget, potential customers could be checking out cars on your forecourt even when you’re closed – another way Wicoms wifi could be of use. Mobile sales have jumped over the past year as retailers push the channel more aggressively in response to new consumer buying habits. A new tracking initiative by Interactive Media in Retail Group (IMRG), called the Quarterly Benchmarking Index, found average mobile sales as a proportion of a retailer’s sales have increased from 0.4 per cent at the beginning of 2010 to 3.3 per cent in the

second quarter of 2011. Over the same period, the percentage of website visits via mobiles has increased on average by 5.6 percentage points with some retailers seeing up to 12 per cent of website traffic from mobile phones. Another survey, by Barclays Corporate, found Britons were set to spend £19.3bn a year using their mobile phones and tablets within the next 10 years, compared with £1.3bn today. By 2021 this figure is expected to top £5bn. The figures show that consumer confidence in the channel has grown as mobile sites have become more sophisticated, leading to lower levels of basket and checkout abandonment. Basket abandonment dropped from 63 per cent to 59 per cent and checkout abandonment moved down from 37 per cent to 32 per cent, according to IMRG. Research with motor dealers has shown that you spend more on window cleaning each month than you would on a Wicoms wi-fi managed service – in that case, surely Wicoms is a service that your business should be aware of? Get in touch and let them help you make the most of mobile technology.

CarDealerMag.co.uk | 65

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focus on.

12 for 2012 Tradeouts

Get exactly what you want W: tradeouts.com T: 01327 844099 ‘They know what they want to buy, how much they want to pay, and not have to wait for it to go to auction.’ So, how does it work? ‘Well, if you’re a motor dealer and you sign up to Tradeouts you will have the opportunity to buy cars from there and

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In our eyes, there is nothing available for the modern dealer to buy stock from other dealers who are trusted and are checked out.

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f there is one company that can offer the full package in 2012, it’s Tradeouts. com. That’s because they are launching a brand new service, and will be in the perfect place to help out dealers with all their buying and selling needs in 2012. In essence, it’s a portal where dealers can buy and sell cars in the simplest way imaginable from other dealers. ‘There is nothing currently available for the modern car dealer to buy stock from other car dealers who are trusted and are checked out, in our eyes,’ says Tradeout’s marketing director, Rob Harriss. ‘What we do is work with genuine dealers and not people who profess to be a car dealer. We’ve got plans to work with large groups and normal dealers, and companies who deal with ex-fleet cars and so on. We’ve currently got large dealers signed up who can see the benefits of the service. ‘The site is very easy to use and is full of listings from dealers who have been checked to see whether they are legitimate traders. There are other companies available who do a similar job, but their systems are so antiquated, dealers cannot be assured of what they are buying.’ Harriss is also a car dealer running an operation that sells around 50 cars per month. He is, therefore, in an ideal position to know exactly what dealers want when they are sourcing stock. ‘We are always out sourcing good stock, not stock from auction,’ says Harriss. ‘There’s nothing wrong with stock from auction rooms, but with my business, I need to look up on a system get an accurate description of a car rather than go to auction in the hope of buying a car.’ Tradeouts enables dealers to build relationships with other dealers in a trusted manner. Being able to advertise your own stock to liquidate money is another important benefit too. ‘The modern car dealer is not like the car dealers of old. It’s not about a dealer with a Glass’s Guide hanging out of his pocket these days – there are some intelligent individuals out there.

sell your cars – it’s a two-pronged offering.’ There’s a simple search facility to find the car you’re after, and then there are three options for buying – a make an offer option, a buy-now price, or in the region of a price provided by Glass’s or CAP. It’s that simple. ‘Another feature we have developed is an immediate bid offering,’ says Harriss. ‘For example, if a customer is part-exchanging a Jeep Cherokee for a Range Rover, and the dealer doesn’t want to keep the Cherokee in stock, you can fill in the details of the car and have an underwritten value within 30 minutes.’ Dealers can also sign up to email and text alerts to notify them of new stock being added to the site, and there’s an iPhone app currently under development – all in an effort to make dealers’ lives easier, and the process of buying and selling stock less of a chore. It costs £50 per month, but the first month is free – and there’s an added bonus when dealers recommend other dealers to the site: they get another free month of Tradeouts membership.

CarDealerMag.co.uk | 67

Calling all car dealerships! Get rewarded for your environmental and sustainable best practice?

Launching 15th November 2011 Awards dinner to be held at the

Heritage Motor Centre July 12th 2012 Hosted by Robert Llewellyn

Do you have a green policy? Are you green and want to be seen? If you would like to raise the profile of your dealership then enter the Green Apple Awards for Car Dealerships.

Enter online NOW:

www.greenappleawards.com/CD2012 Our supporters and partners

focus on.

12 for 2012 ALPHERA

Quality and service first W: alphera.co.uk T: 01256 749 236

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We offer a better service for our partners, helping them to increase customer retention and ultimately boost profit.

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ith new car sales in general suffering, and consumer confidence proving to be as fragile as ever, having a reliable finance provider at your side could be one of the best business decisions of 2012. Alphera Financial Services is just the firm to help out. They’ve had a strong 2011 despite it being a challenging year of business, due to them implementing a number of positive initiatives. ‘We launched a successful partner incentive programme in 2011, which saw us recognising and rewarding our top-performing partners with a oncein-a-lifetime trip to Russia,’ explains Alphera’s sales manager, Kirk Franks. With their dealers – called ‘partners’ – the firm held its fifth annual forum to gain feedback from its dealers. ‘And despite 2011 being a tough year, we saw great success among our dealer and broker partners which we felt was important to share and recognise,’ explains Franks. ‘Our PCP product on both new and used cars continued to be one of the strongest in the marketplace, and we signed a new partnership with Glen Henderson, one of the most prestigious used car dealerships in Scotland.’ Alphera was also selected by Husqvarna as its first finance partner. ‘Recognising that the car sales market was tougher this year, particularly on new cars, we launched a number of tactical low-rate campaigns

to give our partners the chance to boost sales,’ adds Franks. Not content with this activity, Alphera are also braced for 2012 with some new ventures. ‘We have been developing an F&I consultancy programme that will be launched in 2012, and involves our business development managers working with their partners to develop their finance and insurance businesses. The process involves working with partners to develop business plans, action plans and ongoing progress reports to recognise the important contribution that F&I has on their bottom line and to ultimately maximise the performance of our partners F&I operations.’ Alphera also aims to continue investing in its customer retention programmes and on how they can help out dealers with this, and some new finance and insurance products are on the horizon: ‘In 2012,

we are committed to going beyond simply providing finance packages for our partners,’ explains Franks. ‘Our belief is that by developing strong relationships through which we understand a partner’s business needs, it enables Alphera to provide award winning F&I packages, and continue to be a valued and trusted consultant.’ So, why should dealers be working with Alphera in 2012? It’s simple, believes Franks. ‘It’s a common misconception that PCP is only a new car product. The fact that we provide a very competitive and flexible PCP product for used cars is a clear appeal for many of our partners and something which we know will benefit their business. ‘There are various ways in which finance can help dealers strengthen their business. But by offering a wide range of packages and personalising deals, along with the right training and support, we offer a better service for our partners, helping them to increase customer retention and ultimately boost profit.’ The firm’s lead management system is another key attraction for dealers as it can help keep customers coming back for more business. That’s not to mention Alphera’s experience: ‘We have a highly competent management and regional team, with a wealth of experience,’ says Franks. ‘As part of the BMW Group, we can offer our partners the opportunity to form a lasting partnership with a true motor finance specialist, benefiting from the quality and service they would expect from BMW.’

focus on.

12 for 2012 Dragon2000

Supercar performance software W: dragon2000.co.uk T: 0845 838 2000

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We’ve installed software all around the world including Aston Martin Qatar.

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eing in control of your dealership – from its day-to-day operation to the management of customers – is important at any time. If dealers haven’t got a dealer management system in place, they could be missing a trick. With a brand new version of its DMS and some 7,500 users worldwide, perhaps it’s time to see what Dragon2000 can do for you. The Northamptonshire-based business has enjoyed a successful 2011. The firm has recently launched its Version 9.5 software, and installed its software all around the world including Aston Martin Qatar, Aston Martin Oman, and Autoplaza in Haiti. UK dealers have also been snapping up Dragon2000’s services; in November The Car Stable, Finch Motors and Mercia Motors joined Dragon2000’s portfolio. In fact, as Car Dealer went to press, the firm’s latest signing was Victor Wood of Grantham; a multi franchised dealer representing Kia, MG, Subaru and Isuzu on multiple sites, who chose Dragon2000’s web-hosted solution as an easy way of connecting their two separate sites. But, there’s even bigger news coming next year. ‘We have further improvements planned,’ says Mark Kelland, Dragon2000’s commercial manager, ‘and the full release of Dragon2000 Version 10 which will help our dealers with their customer retention and business prospecting.’

Dragon2000 believes that by using simple features like email, text messages, letters and automated phone call lists, even the smallest of dealers can send out stock lists to prospects, or service and MOT reminders as well as promoting seasonal offers, birthdays and Christmas messages. ‘This year saw the release of Version 9.5 and it has been well received by dealers,’ says Kelland, ‘but focused a lot on what couldn’t been seen. Version 10 is more front-end and uses the improvements seen in 9.5, and we’re offering dealers greater control of their marketing, helping dealers to keep the contact they have with their customers. Version 10 is stronger on the CRM, it’s more powerful, and it’s easier to use.’ That’s not all the software does, though. The new version will boast access-anywhere capabilities with low IT infrastructure and maintenance costs. The new CRM capabilities will also help out dealers

with important issues in 2012 such as aftersales, tracking new prospects and dealing with customer reminders. Will 2012 be more challenging for dealers than 2011? ‘Probably not,’ says Kelland. ‘Everyone is experiencing tough times, but customers will still need services for their vehicles – whether that’s for brand new cars or keeping the cars they already have.’ Dragon2000’s software could be the perfect tool to manage those customers – and it needn’t be expensive, either. The firm’s rental option coupled with their ‘try before you buy’ promotion has proven extremely popular when combined with their flexible licensing terms. Dragon2000 doesnt’t ‘tie in’ customers either to a minimum contract. ‘Over the last three or four years there has been a gradual trend for software as a service option,’ explains Kelland. ‘We still allow dealers to purchase the software outright, they can locally-install or they can use our web-hosted install, and they can mix and match. It’s flexible. ‘The strengths of Dragon2000 are that we don’t tie our customers into long contracts, and also the software does what it is intended to do. Straight out of the box it will bring order and efficiencies to a dealer’s business. It is cost-effective and dealers can see a return on what they are doing,’ concludes Kelland.

CarDealerMag.co.uk | 71

Introducing

The UK’s revolutionary new way to get maximum proﬁt with minimum eﬀort Safe Vehicle

Safe Keys

Safe Valuables Safe Expenses

Peace of mind for your customers, piece of cake for you! For a free demonstration and to ﬁnd out more visit www.wizemark.co.uk call us on 0141 633 3007 or email us at info@wizemark.co.uk WizeMARK is a trading name of Supagard Ltd, 19-27 Gavinton Street, Muirend, Glasgow G44 3EF 0141 633 3007 www.supagard.co.uk

focus on.

12 for 2012 Wizemark

Get the ultimate protection W: wizemark.co.uk T: 0141 633 3007

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We were confident the product would be beneficial to our customers.

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ealers are well aware of how beneficial using paint and fabric protection products can be to their bottom line and to their customer’s experience. But what if there was another package that combined all of the leading providers’ heritage and also offered something new? That’s exactly what Wizemark can do for you in 2012. It’s a new service from that trusted and renowned company Supagard and aims to provide dealers’ customers with the ultimate protection from being a victim of theft. ‘First and foremost, it’s a security marking system,’ says Supagard’s head of brand, David Paterson. ‘The idea behind it is that a salesman has got a customer sitting in front of them and they are looking for something that is really wholesome to them – something they can really see the benefits of.’ And customers can certainly see what they are getting for their hard-earned. The system involves etching into the customer’s car’s window a ninedigit code that is unique, and then registering that code with the ISR (International Security Register). The etching has proved to be so effective in fact that you can forget the statistic that 50 per cent of stolen cars are returned to the owner, as a car with the Wizemark system is less likely to get stolen in the first place. In fact, a thief is 55 per cent more likely to move onto another car when they see Wizemark on the window. One happy customer is Alan Green, West Riding Motor Group’s business manager. ‘We have been using it for the last six months and we’ve been tremendously happy with it,’ says Green. ‘One of Supagard’s excellent representatives came in and showed Wizemark to the team here; and we were completely convinced. Already being a customer of Supagard’s products and training, we were confident the product would be liked by the sales team here, and beneficial to our customers. The training we received on the product was also unbelievable.’ Wizemark isn’t only a window etching process. There’s also three-year key cover and valuables protection, and the firm is so confident that customers’ cars won’t get stolen, a £500 out-of-pocket expenses is included if the car does get stolen and is not recovered. ‘We’ve got Wizemark linked in with our Supagard

products as one complete protection offering,’ says Green. ‘This helps enormously, as it not only makes the sales teams’ lives easier but it is better for the customer too. With the different areas the products cover, selling them as separate products would be off-putting to the customer.’ We all know how frustrating it can be as a

customer when buying a new car. With your hand poised to sign the order form, it can be the most annoying thing for the salesman to start offering 16 different protection products. So why not offer them together? Due to Wizemark being a Supagard product, it can be seamlessly integrated into one complete protection package. With the product being so strong and the opportunity for it to be combined into one offering, there are some other big advantages too. ‘We have seen a 20-30 per cent increase in the number of Supagard and Wizemark packages sold in our dealerships, which is fantastic,’ adds Green. Perhaps it is time for dealers to investigate how they can offer more to customers when it comes to aftersales, and 2012 could be the year to do that. CarDealerMag.co.uk | 73

focus on.

guide to saving money Vehicle Repair Solutions

Get rid of the guesswork P

icture the scene. You’ve found the ideal car for your forecourt and you’ve got a customer in mind who would love it. But that 58-reg Mondeo is damaged and needs a bit of TLC. Do you buy the vehicle cheap and pay for it to be repaired, or do you pay more for a mint example? Going for the first option can make more financial sense but, let’s face it, you’ve probably not got the time to repair it. This is how Vehicle Repair Solutions can help. For car dealers the firm can offer two great services – ready to retail, and end of lease. ‘Ready to retail is a complete hammer-to-pitch service,’ says Sarah Brice, Vehicle Repair Solutions director. ‘Dealers often face the difficult decision

‘‘

on whether to buy a damaged car and then spend time and money repairing it, but we can help out in getting it ready for sale.’ So, whether that Mondeo needs two alloy wheels refurbished or a dent in the boot seen to, the firm can help out. ‘Depending upon volume, we can offer fixed-price repairs, or we can offer a pre-quote.’ An exciting development in the pipeline is automated quoting. ‘This will be a great benefit to dealers because they will be able to accurately price-up a car and the repairs it needs before they buy it. So, if a dealer is at auction, for example, they will have the tools to work out the cost of repairs the car needs, and then be able to budget that in the final hammer price. It takes the

Dealers will be able to accurately price-up a car and the repairs it needs before they buy it.

‘‘

W: vehiclerepairsolutions.com T: 01206 729355

guesswork out of the purchase.’ The firm also offers an end-of-lease service which can help out fleet operators, by eliminating expensive end-of-lease penalties and recharges in repairing only the unacceptable damage. It’s a truly nationwide service too. Along with UK-wide transportation of vehicles, the firm’s network of authorised repairers means that the day of damaged stock hitting you in the pocket will be well and truly over.

Ready to Retail..... t Pre-Purchase Repair Quotes t Complete Refurbishment Services t Express Repairs t Nationwide Coverage t Single Point of Contact and Billing t Bespoke Services for your Business Your Complete Automotive Solution

Call us TODAY on 0800 955 8292 Why not ask about our money saving end-of-lease services?

www.vehicle repair solutions.com 74 | CarDealerMag.co.uk

Karcher

Clean up with Karcher W: karcher.co.uk T: 01295 752 142

t is not just the selling of aftersales dealers should be focusing on in 2012, nor just the ways of making a quick buck, but a whole host of other factors. Having a clean dealership and, perhaps of more importance, clean stock, cannot be overlooked. A dirty car and an even grimier reception area will turn away many a customer – but there is no need for this. Cleaning specialists Karcher can help out dealers with a whole variety of tools for different applications, from hard surface cleaners to fullsized car washes. In fact, it’s that hard surface cleaner that has helped Karcher have a successful year in 2011. ‘We’ve successfully launched new products in 2011 to a wide range of customers including automotive

dealers, and have seen our sales grow despite uncertainty in some of our markets,’ says Karcher’s product and marketing manager, Jeff Hilton. ‘A particular highlight for me has been our unique new FRV 30 hard surface cleaner which has proven to be a big success on showroom forecourts – it’s a pressure washer attachment that washes hard floor surfaces very quickly and removes the washing water at the same time. ‘This product is typical of Karcher’s approach to product design: identify a problem – in this case wet floors after pressure washing – and create a simple solution that has minimal impact on power consumption – in this case a Venturi system that uses water pressure to create a vacuum to draw washing water away without the need for a pump.’

It’s this ingenuity which will continue into 2012 and beyond with new product launches expected which will offer even more convenience and productivity than ever before. ‘Every product we launch is designed to provide a true benefit to the customer and to make cleaning less of a chore,’ says Hilton. But why should dealers be using Karcher in 2012? ‘Because we offer cleaning machines and accessories for every part of a car dealer’s business – kitchens, offices, showrooms, workshops, forecourts and of course vehicles,’ explains Hilton. ‘We have the right products for every size of dealership. Using Karcher products will ensure that it’s more than just your stock that will be well presented.’

Remove Winter Dirt with the Cleaning Power of Hot Water

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Kärcher’s HDS hot water high-pressure cleaners offer incredible dirt shifting performance, and clean more quickly and thoroughly than cold water machines. Our comprehensive range features the right machine for your cleaning jobs, with features designed to save you time and money. With the UK’s largest network of independent dealers, you’re never far from expert help and advice. To ﬁnd out how Kärcher can make a difference call 01295 752 142, email hds@karcher.co.uk or visit www.karcher.co.uk quoting CarDealerJan

CarDealerMag.co.uk | 75

focus on.

12 for 2012 Douglas Stafford

Yo-yo custom W: douglasstafford.co.uk T: 0800 783 1913

76 | CarDealerMag.co.uk

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Dealers will be very keen on getting their customers back to buy again.

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ith doom and gloom merchants saying 2012 will be an even tougher trading environment than 2011, reconnecting with customers is probably one of the best pieces of advice for any dealer over the next 12 months. But that’s easier said than done. As a dealer, you probably haven’t got the time nor the skills to get on the blower to persuade your customers to come back. Performance improvement specialists Douglas Stafford, on the other hand, can do just that. For the last 21 years, the Portsmouth-based firm has been helping dealers source all sorts of customer data to make both the customer’s and the dealer’s lives just that little bit more communicative. ‘2011 has been very busy for us,’ says Douglas Stafford’s chief executive, Nigel Cook. ‘We won some new contracts from our competitors and we have retained our existing contracts. We’re busier this year than we were last year.’ The firm has contracts with 14 of the biggest car names in the business, representing about a 60 per cent share. Their services, such as mystery shopping – both on-site and on the telephone – lead management mystery shopping, video mystery shopping, exit polls and more, have become known as the tools that improve communications between dealers and their customers, and pull in business. ‘Dealers will be very keen on getting their customers back to buy new cars next year,’ explains Cook, ‘and inherently, car dealers do not communicate with their past customers effectively. Our contact centre works with individual dealerships and motor manufacturers to help them keep in touch with their customers, and make sure that when customers are ready they will come back into the showroom.’ If the customer is not in the market to buy a new car, the firm will action-date them and follow them up. ‘The industry now can’t just rely on advertising to get new business. It has got to really look after and communicate with its past customers. Over the past year, we have been very busy doing that on dealers’ behalves.’ And Douglas Stafford will be continuing to do this in 2012 – but with even greater gusto than ever before. ‘I think next year is going to be very difficult for car dealers – the market is going to be very tight. Those dealers who look at their customer service – from how they deal with customers, and how they

interact with past customers – will be crucial to the success of dealers next year. ‘We can manage a dealer’s customer database, and communicate with their customers on a regular basis, and make sure they do return to that dealer to buy another car. At the same time we can also assess the level of service the customer received,’ says Cook. ‘We can talk to all of a dealer’s customer database, identify who’s ready to buy, when they want to buy, and who is unhappy about the service they have received. The dealer has that information on a daily basis – we send daily feeds to dealerships – and we cleanse a dealer’s data.’ Next year is going to be a busy one for Douglas Stafford too. The firm is going to ramp up the work its contact centre does, and turn more of its attentions to aftersales. ‘This is going to play a big part next year,’ remarks Cook. ‘We are running campaigns with motor manufacturers to talk to those people – motivating customers to come back and have their car serviced with their supplying dealer, and finding out if they’re not ready for a service, when will they be? We will then contact them at the appropriate time to motivate them to come back. ‘The motor trade is like every other industry – you need to talk to your customers.’

Google Places

It’s free, so take advantage aggregated from the web so they can be a heady mixture of praise or displeasure, and can be easily viewed by anyone on the internet. In light of this, dealers need to take ownership of their page. This is vital because it can be the greatest free advert for a dealership’s website and it could also be the very worst if dealers let it fester. Undoubtedly, dealers will get the occasional negative review – but the key is how to respond to it. Start with an apology and take the conversation offline to solve any disputes, and if you do this, that negative review could turn into a positive one. Google Places is free – so make the most of it.

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Dealers will get the occasional negative review - but the key is how to respond to it. Start with an apology and take it offline.

‘‘

f all the free programmes and software solutions out there in the marketplace, few rival Google Places for its ease of use. It’s hard to believe but it’s completely free and can be used as an information page about a dealer’s business – something which Google could charge a hefty wedge of money for. This is a dealer’s personal web page where contact details, a map and a picture of their premises are displayed. But, of more importance, it’s here where reviews of a dealer’s business from customers reside. They’re

Social media

Time you got tweeting F

or proof that dealers need to be getting into social media, you need only look at our Ewards this year. Judges debated and argued about who uses social media the most effectively (find out on p57) and, in essence, who makes the most of a free resource. However, while social media sites such as Twitter and Facebook are free of charge to sign up to and used to communicate with customers, they’re not free in terms of time. There is little point in setting up a Twitter account, for example, and tweeting once a fortnight. Or worse, tweeting every minute of the working day about the latest deal you have.

Customers don’t like this. Buyers are increasingly turning to the internet to buy a car in order not to talk boring business terminology with dealers – so, if you’re using social media, chat informally to your potential customers. You’ll see that this year’s Ewards Social Media User of the Year winner communicates in this way while also tweeting important business messages. Our advice for social media in 2012 is to set up an account on Twitter, Facebook, or both, and just start chatting to people. Customers will like this as you’ll be seen to be approachable, and you’ll like it too because it’s free and simple to use.

YouTube

hen was the last time you watched a video on YouTube? We’d be prepared to bet that it wasn’t that long ago. You’re bound to have been catching up on The Apprentice or watching Clarkson on your favourite clip of Top Gear. If you’re doing it, you can be sure your customers are doing the same. Did you know that 35m people in the UK watch videos online every month, with YouTube taking an enormous 30m share of that figure? However, watching TV programmes is just one part of YouTube. The video-sharing platform is increasingly becoming used for online car reviews, with

customers using YouTube to research their next car. Dealers are also using the platform to create their own channels, showcasing their stock to video users. Our tip is to get experimenting with video. Customers don’t expect Top Gear-like graduated fades and punchy music, they just want to see the cars you’re selling. So, as soon as a car comes in, break out the video camera and start shooting. It’s free, so if video doesn’t work for you, it hasn’t cost you a penny. But remember, dealers with video are 50 times more likely to see themselves on the first page of Google. Fact. [CD]

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Our tip is to experiment with video. Customers don’t expect Top Gear-like films, they just want to see the cars you’re selling.

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There is nothing to lose

CarDealerMag.co.uk | 77

DATA FILE.

TopTips n

Our helpful feature that gives you hints and tips to improve your business

Refresh your showroom

Have you thought about how your showroom actually looks to a customer? Dave Brown finds out why it’s vital

ou never get a second chance to make a first impression. And with the economic gloom continuing, and customers proving thin on the ground after the expense of Christmas, it’s more important than ever to make a positive impact. Of course, a car dealership is a busy place. It’s your workplace after all, with people coming and going, phones ringing and maybe the occasional raised voice. And if you just think about that scenario for a second, although the surroundings are familiar to you, a would-be buyer can actually find the whole environment a bit daunting. This month we’re going to look at how you can set up your dealership to provide a pleasant atmosphere for buyers, a supportive one for your staff, and a successful one for business. When you first set up you probably didn’t think about where kit went, but perhaps now might be

TOP TIPS EXTRA

Feng Shui

1. Make sure your business is well marked so opportunities can find you easily. 2. Clearly mark your reception area. 3. Keep your premises clean, tidy and wellmaintained to help clients feel welcome. 4. Ensure your vehicles are immaculate and keep your standards high. 5. Does your company logo represent you well as the first face of your company? 6. Introduce a good creative positive tag line for your company advertising. 7. Choose good artwork to complement your company aims. 8. Ensure all plants are round-leafed, vibrant and healthy. They represent growth. 9. Encourage staff to have a clear-desk policy to encourage efficiency. 10. Clear out your old files – believe in out with the old, in with the new. 78 | CarDealerMag.co.uk

the time to consider Feng Shui. It’s the ancient Oriental study of people placing objects in certain ways so energy flows positively – and although it sounds like mumbo jumbo there are many who praise its benefits. Vanessa Edwards, based near Stamford, Lincolnshire, is one person singing its praises. ‘Incorporating the principles of Feng Shui can be helpful in all businesses, as an aid to help magnify your positive goals and intentions and encourage everyone involved to work efficiently and effectively,’ she told Car Dealer. ‘Introducing Feng Shui into your environment is using common sense, good design and good maintenance to help create a comfortable and supportive space for your employees and clients. ‘This philosophy also helps you begin to understand the power of the subconscious mind in logo design for the business, and choices of positive artwork for the premises.’ Edwards had some practical ideas for your showroom too including having staff seated so there’s a wall behind them to show ‘support for their work’ and suggested hanging a gallery of happy clients in the showroom to show confidence in your company. A nice idea. ‘An alternative is to introduce general pictures of happy people driving cars on open roads to seed the feelgood factor,’ she added. ‘Also, display the cars positioned moving forward to the right, as in Feng Shui this is symbolic of driving away into the future.’ Tim Heavisides, CEO of Car Care Plan, was keen to stress the importance of making a favourable first impression when customers arrive at your business. He said: ‘Give customers somewhere to park, especially those coming back for a service. Make sure your used cars aren’t packed in so tightly it looks like a long-stay car park, either – give the cars space to sell and customers room to get a good look at them all. ‘Inside, make it easy for customers to move

When it comes to showroom design, the boys at McLaren know a thing or two as this German dealership proves around to where they’ll need to go, not just when they come in to buy a car but when they come back for servicing or repair work. Think about where your sales desks go, where you want customers to be greeted and make sure the service desk isn’t tucked away. And make sure your dealership is tidy. Clear away yesterday’s mugs, tidy up the newspapers and sweep the forecourt.’ But have you ever considered the actual smell of your dealership? It might not sound like an obvious consideration but more or less every ad break on TV contains a commercial for an air freshener of some sort. It’s worth bearing in mind. Car dealerships are joining a growing number of retailers finding new ways to enhance the ambience of their showrooms. This is both through the use of scenting to create a more welcoming feel and through designer plant displays, giving customers a sensory experience. Jeanette Van Roy, managing director of Ambius,

DataFile CONTENTS.

‘More than half of all visits to UK dealer websites take place outside of hours.’ the world leader in enhancing buildings through planting, scenting and artwork, said: ‘We are seeing an increasing number of car dealers go that extra mile to create warm and welcoming environments for customers to enhance the car-buying experience. Scenting in particular has been shown to make customers want to stay longer and the longer they stay, the more likely they are to purchase. ‘These tools aren’t the exclusive domain of luxury brands. Ambient scenting and planting is very affordable for car dealerships of any size.’ It’s clear first impressions are vital, but what about potential customers who are checking you

Right click 81 Net Gains 83 Auctions 85 The Statistics 87 SMMT sales figures 89

out online? Is the first experience they get of your company a positive one? Elsewhere in this issue, we list the winners of this year’s Ewards, which are designed to recognise the efforts you are making to promote your businesses online. The internet has never played a bigger part in the way we all do business – or in making a good first impression. There are plenty of companies out there with expertise in this field, one of which is Autorola UK, who argue that going online can dramatically increase your new and used sales. Adding a webbased channel to your remarketing strategy offers you the opportunity to more than double your opportunities to sell a car, without so much as moving it off the forecourt. Tim Smith, commercial director at GForces, referred us to a recent study (Capgemini – Cars Online 11/12) which showed that 94 per cent of consumers use the internet to research a car before

Suppliers guide 90 Trader directory 92 Shares 95 Jobs 96 Time Is Money 98

buying, with fewer people visiting showrooms until very close to the point of purchase. As a result, he said, getting the environment right for when they do visit is of huge importance. ‘A reason for this trend is the fact that many modern-day car buyers dislike interacting with dealership staff, negotiating price in person, and fear being talked into buying something they do not want,’ he said. ‘Nonetheless, while the number of people interested in conducting the entire car-buying process online continues to rise each year, 58 per cent of consumers remain unlikely to make their final purchase over the internet. These people cite the inability to test-drive a vehicle as the main reason for this tendency.’ So, dealers are now faced with a situation where the majority of potential car buyers want to visit showrooms, but also conduct research in a noninvasive way, even at the dealership. There are solutions out there which could help – such as interactive touch-screens and showroom displays, which allow customers to continue the car-buying process offline in a comfortable way. ‘Our clients have said that touch screens have revolutionised the way they communicate with customers on site,’ said Smith. And finally a word from warranty and insurance specialist MB&G. The company understands that attracting customers from the beginning is only half the battle. Keeping them coming is an entirely different story, but MB&G says it knows just the trick. The firm encourages dealers to recognise the benefit of offering customers value-added products. Not only will this increase their proposition, but it could attract new customers, increase trust and loyalty, and boost retention. ‘Dealers who do not include a warranty on their used vehicles are missing the opportunity to offer their customers peace of mind and to differentiate their used car proposition from other dealers in their territories,’ said David McPhee, managing director of MB&G. Hopefully this has given you some food for thought. It’s easy to get stuck in a rut and simply ‘put up with’ your current set up, but by taking a step back and having a rethink, especially while showrooms are quiet, it might help kick off your new year in positive fashion. [CD] With thanks to... Tim Heavisides, carcareplan.co.uk Tim Smith, gforces.co.uk David McPhee, mbginsurance.co.uk Vanessa Edwards, vandaehworks.co.uk Peter Grøftehauge, Autorola.co.uk Jeanette Van Roy, ambius.co.uk

CarDealerMag.co.uk | 79

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Resolve to cash in at start of the New Year Forget about that financial hangover... here are some ways you can make the most of the opportunities you get in 2012

he post-Christmas period starts with a financial hangover as consumers shy away from big purchases, and dismal economic forecasts will only depress confidence further still at the start of 2012. Dealers can take steps to ensure that they make the most of all available sales opportunities, however. Start the year with a clear head and a clear plan – think of them as digital New Year resolutions – and you could be cashing in. Plan to succeed: More people see and interact with your business via your website than in your showroom, so make sure you have the right web platform. Your website must be user friendly, and adaptable to ever-changing consumer demands. Be relevant: Your marketing strategy should target the right people with the right product. Collect data on your customers to make sure your offers are relevant. Don’t promote a product to someone who won’t benefit from it. Think natural: Natural searches can increase traffic to your website. Without search engine optimisation, you’ll be losing out on visitors, leads and sales. Being high on natural search listings is the most cost-effective way of generating leads. Be seen: Topping the natural search results

Winter could be a good time to grab a slice of the UK’s £1.29bn tyre market

isn’t a certainty. Investing some money in an effective pay-per-click campaign immediately guarantees that your name is on top for popular search terms. Make new friends: Car buyers are increasingly using social media for research. Nearly half of car buyers use social networking, and a quarter of those are likely to ask their Facebook friends for car advice (Motors.co.uk). Twitter is also a useful resource. Promote, interact and make customers feel involved. Think mobile: Accessing the web via a mobile device rather than a PC is increasingly common, whilst 63 per cent of mobile owners use their device when buying online. A dealership with a website optimised for mobile devices can capitalise on this growing audience. Operate 24/7: Half of dealer website visits occur out-of-hours. The ability to talk to people, real-time, helps ensure that you don’t miss a lead. Customers like to interact online with live chat while browsing, so give them the ability to do so. Makes sure aftersales isn’t an afterthought: Dealerships make up to 80 per cent of their profits in aftersales, thus effective customer

retention is critically important. Enabling staged servicing payments keeps your cash-flow healthy and your customers returning. Invest in some new boots: The UK tyre market is worth £1.29bn yet dealerships consistently lose out to fast-fits. Over half of buyers research tyres online before purchasing them, so add the functionality to do so on your website. Indeed, allow them to order, book and pay online too. Join up the dots: On average, new car buyers visit just 1.3 dealerships (Google). As 94 per cent of car buyers research online, this is unsurprising. When they do visit, give them a means to continue browsing – like touch-screen interfaces – and market yourself further with showroom displays. Avoid high-pressure sales tactics and empower customers to drive the deal themselves by making the car-buying experience seamless.

Who is Tim Smith?

He is commercial director for serial award winners GForces. Learn more about how he can help you at gforces.co.uk or call 0845 658 9290.

‘Avoid high-pressure sales techniques and empower customers to drive the deal.’

START YOUR NEW YEAR WITH A CLEAR HEAD. LET GFORCES RESOLVE YOUR DIGITAL HEADACHE. If symptoms persist please speak to GForces on 0845 658 9290 or info@gforces.co.uk

www.gforces.co.uk CarDealerMag.co.uk | 81

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Make sure everyone gets fair treatment If you offer funding to your customers, it’s important that you abide by the rules

e know that most customers rely on some form of funding facility to purchase their next vehicle, and of course we want them to be using dealer finance. Whereas there has been a huge amount of information on making showroom processes compliant, the same cannot be said of many automotive websites. Making sure that your website is compliant with consumer credit advertising rules is probably not a priority for your business at the best of times, but recent issues surrounding the OFT’s enforcement action against Carcraft have provided evidence that the regulator will take action where it sees customers are not being treated fairly. So this month I’d like to reiterate one or two major points that you should be looking for as far as consumer credit compliance on the web is concerned. Firstly, if you intend to provide examples of monthly payments on any of your used or new vehicles, then you need to make sure that you prominently display a ‘Representative Example’ of finance. This reflects the representative finance deal for all of the finance deals displayed within an advert, and the rules clearly state that there should only be ONE representative example in each advert (or on each web page). So are you showing a representative example?

‘How would not being able to offer finance facilities affect your business?’ If not, you are probably breaking the law. Have you got more than one representative example on any one web page? It is highly likely that your site isn’t compliant. Of course, by not mentioning finance payments of any description, you negate the need to comply with the credit advertising rules – but why would you want to do that? Surely it’s better to compliantly display the information and show how affordable your stock can be? The content of the representative example needs to be spot-on also. Items such as the rate of interest (NOT the same as the APR!) and whether that interest rate is fixed or variable will be new to most dealers – these items weren’t required until the new rules in February 2011. But they need to be there. And we haven’t even started to look at the rules surrounding how prominent the

information has to be. I have come across several instances where the new rules are beginning to be enforced by the OFT. So what exactly could ‘enforcement’ action consist of? The answer depends of course upon the severity of the breach, so it varies widely. For instance, under section 1 of the Consumer Credit Act, you are provided with a Consumer Credit Licence by the OFT. Not many dealers know that this licence can be partly or fully revoked for serious breaches of consumer credit rules. How would not being able to offer finance facilities impact your business? Also, consider the potential for harm from the resulting bad press that will inevitably follow. For instance, I wonder how many car supermarkets or used car dealers are drawing customers’ attention to the OFT reporting of Carcraft?

Who is Martin Hill?

Martin is commercial director at Codeweavers. Learn more about how he can help you at Codeweavers.net or call 0800 021 0888.

WE’RE PROUD TO WORK WITH OUR MANUFACTURER CLIENTS

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CarDealerMag.co.uk | 83

auctions.

Yeomans is Toyota’s Centre of the Year bit.ly/YeomansToyota

Used car values show four per-cent increase Overall picture is similar to previous month, says BCA

A mixed picture NEW analysis from Manheim Remarketing shows that in November, average used wholesale values of small hatchbacks in both the fleet and dealer part-exchange sectors gained ground while values of 4x4s experienced their first decline since August. Overall, average wholesale values in November fell by 1.7 per cent (£122) to £6,848 with the fleet sector down by 2.4 per cent (£145) to £5,794. Dealer part-exchange values increased by just 0.95 per cent (£21) to £2,369 and manufacturer stock values fell by 1.5 per cent (£188) to £12,749. Small hatchback values in the fleet sector increased in November by 2.5 per cent (£108) to £4,400 while in the dealer part-exchange sector, values increased by 3.2 per cent (£60) to £1,945. Meanwhile, 4x4 values in the fleet sector fell by 3.7 per cent (£451) to £11,842 while dealer part exchange 4x4 values fell by 5.8 per cent (£327) to £5,283.

auction stations

Why multi-sourcing will soon be standard practice

verage used car values improved by nearly four per cent in November compared to October, new data suggests. BCA’s latest pulse report showed the rise was due to ‘well-balanced supply and demand’ in November. On average, values rose by £238 (3.9 per cent) to £6,201, the second highest value on record since the market recovered in 2009. Most of the increase was felt in the partexchange sector where values improved by more than four per cent to establish a new record monthly average figure of £2,877. Values also rose in the fleet and lease sector, but by a more modest 1.4 per cent, while nearly-new models dropped in value by 4.1 per cent, largely as a result of model mix in a very low volume sector. Year-on-year, November 2011 is a substantial £409 (seven per cent) ahead of the same month in 2010, and £298 (five per cent) ahead of the figure recorded two years ago. The part-exchange sector

Henstock

saw average values continue to climb as values improved by £113 (4.1 per cent) to establish a new record monthly average figure of £2,877. Year-on-year figures are ahead by £229 (8.6 per cent). Despite this, the performance against CAP Clean fell from 93.2 per cent to 92.6 per cent. Average values in the nearly-new sector fell from £19,786 to £18,597, a drop of £829 or 4.1 per cent. Model mix is largely responsible for the changes in this sector as volumes are so low. BCA’s communications director Tony Gannon said: ‘The overall picture remains very similar to the previous month, with healthy demand for grade one and two cars, but little appetite for cars in grade four or five condition – unless they are realistically valued to sell.’

Martin’s the new man at the helm in Chelmsford AUCTION firm Aston Barclay has appointed Martin Potter to take the helm of its Chelmsford auction site. Potter has more than 20 years’ experience in the industry with a number of senior operational and sales roles, most recently with Manheim as corporate sales director. He follows the appointment of Tim Hudson last year as another one of Aston Barclay’s ‘big signings’. Potter said: ‘What Tim and the team have achieved here, in such a relative short space of time, is phenomenal. The entire business has made massive strides which have been well noted in the industry. ‘Aston Barclay is a family-owned business that has real drive and ambition, and those are factors which truly appeal to me. Tim and the team provide a high level of service whilst maintaining personal relationships with all customers, ethics which I passionately believe in.’

ext year is going to be a testing one, whatever market sector you operate in. In the remarketing arena, the potential supply shortage of used cars may push average prices up, while economic pressures may lead to reduced demand which will push prices downwards. Either way, we can be sure that there will be plenty of competition for every pound spent in the retail car market in 2012. At the risk of spreading more doom and gloom, the whole car market is operating in a stagnant economy, where consumer spending is severely restricted and disposable income is reducing month by month. While there will always be activity in the used car market caused by changes in lifestyle – the growing family, a young driver passing the driving test, a windfall purchase – the continuing pressure on consumer funds must impact the retail sector, which in turn will affect wholesale demand. Sourcing is going to be critical to success and used car dealers need to look at all the available channels when acquiring stock. Good-quality used cars are going to be at a premium next year, so don’t expect a steady stream of retailready part-exchanges to be turning up on the forecourt – be ready to go out and forage! This is echoed in BCA’s recent Long View Report, in which Prof Peter Cooke suggests that dealers need to explore their options in an increasingly competitive marketplace for used cars and indicates that multisourcing will become standard practice. It’s equally important to maintain a ruthless approach to managing overage stock and be prepared to trade out non-sellers for product you can sell. Look at your stock profile and local customer demographics – are there market sectors you can tap such as cheaper cars for young drivers, 4x4s, sports cars, an ‘oldie but goodie’ line for drivers on a tight budget? The most successful companies over the coming months will be the ones who do the basics well, while exploiting every business opportunity that presents itself.

‘There will be plenty of competition for every pound spent in the retail car market.’

Who is Simon Henstock?

Simon is UK network operations director for BCA. Visit british-car-auctions.co.uk or call 0845 600 6644. CarDealerMag.co.uk | 85

Safe and Sound Dealerships Whatâ&#x20AC;&#x2122;s making your business different from the next? In a rocky market place under tough trading conditions, giving your dealership a competitive advantage is essential for attracting new customers whilst retaining the old ones. If you want to stand out from the competition, ask us about our award-winning car warranty scheme endorsed by Sir Stirling Moss. To find out more about becoming a Safe and Sound dealer visit

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..in association with

Thestatistics Used Cars n Top 10 Searches n SMMT Sales Data

Could we be facing a very tough winter? T

he MD of BMW and Mini believes this winter could be the toughest yet for the car market as he fears sales are about to hit rock bottom. Tim Abbott, pictured right, says the car industry is facing a bleak six months which could result in some brands closing dealerships and swathes of staff facing the chop. The German manufacturer is on course to finish 2011 with healthy sales and profit margins, but that hasn’t stopped Abbott worrying about what’s to come. ‘We’re in for the toughest winter yet,’ he said. ‘The market will bottom out. The retail share is down a huge amount with only fleet sales staying buoyant. ‘We all thought 2011 would be tough to begin with then get better in the second half. In fact the opposite has been true – the first half was strong but it’s really fallen away. There’s no doubt things will be tough going forwards.’ In September, the Society of Motor Manufacturer and Traders chief executive Paul Everitt told us that he feared the car sales market could remain flat for five years. However, Abbott doesn’t share that view. ‘I don’t agree with Paul there,’ he said.

Market insight

People are still buying!

‘I think come 2013 things will be starting to get better. But 2012 is going to be very tough indeed. ‘If we manage not to go back into recession then I think that’s as good as we are going to get. ‘The market will be flat-lining for the next six months then I hope the Olympics will give us a good boost.’ Abbott is also concerned the current crisis in Europe could spread further and have a big negative impact on the UK. ‘With Europe stuttering we can’t just carry on on our own,’ he explained. ‘We’re connected to Europe so if it isn’t working my fear is the contagion will spread.’

Motoring ahead: New partnership is announced MOTORS.co.uk has announced it plans to partner with Trinity Mirror Regionals – one of the UK’s largest newspaper publishers. The partnership will see Motors extend its regional network to nine newspaper groups across the UK. The firm will also replace Fish4Cars as the search engine on the motoring channels of

Kelleher

Trinity Mirror Regional’s websites. A second phase of the partnership will see the motoring sections of Trinity Mirror Regional’s print titles rebranded as Motors. co.uk with new co-branded motoring channels on Trinity Mirror’s leading newspaper sites including the Liverpool Echo and Manchester Evening News.

f you’re a marketing director within the automotive industry at the moment, the likelihood is that even if business is moving along relatively well, you’re probably having to fight pretty hard to stop your finance director trying to take chunks out of your budget to offset slower trading conditions and rising fixed costs. Whilst this type of economic climate may be tough to trade in, it does foster an appetite for innovation, with consumers and businesses alike more willing to try new things in order to save or make money. The spectacular growth in visits over the last 12 months to ‘Deal of the Day’ sites such as Wowcher and Groupon reflects this attitude and demonstrates that consumers are still in buying mode – but that they need to be suitably incentivised to transact. Research that we conducted back in September with 1,000 in-market used-car buyers reveals that there may be scope for the most innovative car dealerships to take advantage of this greater comfort with the group buying principle. Eight per cent of respondents we spoke to said they would use these sites to actually buy a used car and seven per cent said they would use them to buy a new one. While this might seem like a relatively low percentage at the moment, we believe it is more important than ever to help the consumer feel as if they’ve ‘won’ when buying a car. Group buying sites help deliver this feeling and working with them could help reinforce your local brand awareness with potential buyers and act as an excellent advertising channel.

Who is Dermot Kelleher?

He is head of research at Motors.co.uk. Find out more about how the portal can help you on their website or call 0845 265 6000.

sales@motors.co.uk

0845 265 6000 www.motors.co.uk/mediacentre

CarDealerMag.co.uk | 87

DATA FILE.

Thestatistics Used Cars n Top 10 Searches n SMMT Sales Data

The most searched-for cars on Motors.co.uk

Most popular manufacturer 1 Ford 2 Vauxhall 3 Volkswagen 4 BMW 5 Audi 6 Peugeot 7 Mercedes-Benz 8 Toyota 9 MINI 10 Nissan Most popular models 1 Ford Focus 2 Volkswagen Golf 3 BMW 3 Series 4 Ford Fiesta 5 Vauxhall Corsa 6 Vauxhall Astra 7 Ford Mondeo 8 Peugeot 206 9 Renault Clio 10 Audi A3 most popular sub £10k cars 1 Ford Focus 2 Ford Fiesta 3 Vauxhall Corsa 4 Vauxhall Astra 5 Peugeot 206 6 Renault Clio 7 Volkswagen Polo 8 Peugeot 207 9 Vauxhall Zafira 10 Peugeot 307

Confidence in short supply as the retail market declines Fuel efficiency is playing a key role in decision making

n contrast to October, new car registrations fell 4.2 per cent in November, the latest figures from the SMMT reveal. A total of 134,027 cars were registered in the month but that figure was some 5,000 above forecast, and the market looks set to better the full-year forecast of 1.923m units. ‘While the November new car market saw a 4.2 per cent dip, the fuel efficiency of new models broke all records with the average new car achieving 52.5mpg,’ said Paul Everitt, SMMT chief executive. ‘Despite the Chancellor delaying the 3p rise in fuel duty, our cost of fuel is still among the highest in Europe, so customers are sure to welcome the 29.3 per cent improvement in new car fuel efficiency over the last 10 years, a demonstration of the industry’s commitment to delivering good value to motorists.’ ‘The decline in the retail market highlights the current lack of consumer confidence,’ said Sue Robinson, director of the RMI National Franchised Dealers Association. ‘While the economy remains fragile and the European debt

crisis continues to affect stability, consumer confidence remains very low. Many consumers are finding their finances very constrained due to inflationary pressure on household bills. Those who do have money to spare are putting off larger purchases until there are signs that the economy is starting on a road to recovery. ‘In previous months the strong fleet market ensured the new car market remained stable. However we predict that new registrations in this sector will begin to fall and continue into 2012 as businesses have now caught up with their change cycle having delayed purchasing during 2009/10. ‘The NFDA 2012 forecast for the new car market, in conjunction with Deloitte, suggests that the total number of new car registrations for next year will be in the region of 1.84 million.’ David Raistrick, UK manufacturing industry leader for Deloitte, said: ‘As we predicted,

November’s new car registration figures are down 4.2 per cent as consumer confidence continues to fall. ‘While the market remains subdued, with only 134,027 new registrations in November, this is slightly better than may have been expected. This decrease does not come as a surprise to the industry, as various factors have been contributing to a fall in new car buyers’ confidence. While retailers are certainly feeling this decline, fleet sales continue to perform well. ‘Taking into account various economic and environmental factors; our work, in conjunction with the NFDA, suggests that total new car registrations for 2012 will only reach 1.84m, and could even fall as low as 1.80m. ‘In the retail marketplace I believe there will be a levelling-off of sales both in new and used car sales. This follows a decline in used car sales from just under 7.5m in 2007 to a predicted 6.78m for 2011.’

sales@motors.co.uk

0845 265 6000 www.motors.co.uk/mediacentre 88 | CarDealerMag.co.uk

..in association with

SMMT sales data Nov/year to date

MAZDA -52.96%

CHRYSLER 568.57%

Figures supplied by SMMT

November Marque

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

2011

57 689 62 7,586 65 9,395 0 952 234 4,813 0 0 0 0 2,368 18,101 3,863 0 3,510 68 924 142 3,581 3,162 873 38 23 1,361 6,071 7 4,411 491 6,911 31 6,193 523 30 4,202 24 2,538 2,942 318 72 143 1,336 5,321 14,807 13,176 2,490 66 57 134,027

% market share

0.04 0.51 0.05 5.66 0.05 7.01 0.00 0.71 0.17 3.59 0.00 0.00 0.00 0.00 1.77 13.51 2.88 0.00 2.62 0.05 0.69 0.11 2.67 2.36 0.65 0.03 0.02 1.02 4.53 0.01 3.29 0.37 5.16 0.02 4.62 0.39 0.02 3.14 0.02 1.89 2.20 0.24 0.05 0.11 1.00 3.97 11.05 9.83 1.86 0.05 0.04

2010

Year to date (YTD) % market share

2011 % Change

109 808 68 6,398 54 9,962 0 842 35 5,578 0 2 0 10 2,848 19,641 4,403 0 3,772 30 1,386 174 3,372 2,382 355 78 20 2,893 5,466 6 3,117 768 6,165 40 7,617 603 43 6,315 594 2,661 2,985 478 9 189 1,267 5,312 16,124 12,802 1,991 51 52 139,875

0.08 0.58 0.05 4.57 0.04 7.12 0.00 0.60 0.03 3.99 0.00 0.00 0.00 0.01 2.04 14.04 3.15 0.00 2.70 0.02 0.99 0.12 2.41 1.70 0.25 0.06 0.01 2.07 3.91 0.00 2.23 0.55 4.41 0.03 5.45 0.43 0.03 4.51 0.42 1.90 2.13 0.34 0.01 0.14 0.91 3.80 11.53 9.15 1.42 0.04 0.04

-47.71 -14.73 -8.82 18.57 20.37 -5.69 0.00 13.06 568.57 -13.71 0.00 -100.00 0.00 -100.00 -16.85 -7.84 -12.26 0.00 -6.95 126.67 -33.33 -18.39 6.20 32.75 145.92 -51.28 15.00 -52.96 11.07 16.67 41.51 -36.07 12.10 -22.50 -18.70 -13.27 -30.23 -33.46 -95.96 -4.62 -1.44 -33.47 700.00 -24.34 5.45 0.17 -8.17 2.92 25.06 29.41 9.62 -4.18

1,213 10,955 971 107,487 986 109,107 0 11,819 1,073 64,434 0 3 0 0 39,409 251,205 48,316 0 57,478 348 12,974 1,933 51,106 34,890 7,586 319 370 29,584 77,058 249 45,860 9,374 90,480 522 90,346 5,664 425 63,901 4,130 33,604 42,183 4,709 143 2,493 19,073 68,094 218,928 168,741 30,656 1,054 812 1,822,065

%market share

0.07 0.60 0.05 5.90 0.05 5.99 0.00 0.65 0.06 3.54 0.00 0.00 0.00 0.00 2.16 13.79 2.65 0.00 3.15 0.02 0.71 0.11 2.80 1.91 0.42 0.02 0.02 1.62 4.23 0.01 2.52 0.51 4.97 0.03 4.96 0.31 0.02 3.51 0.23 1.84 2.32 0.26 0.01 0.14 1.05 3.74 12.02 9.26 1.68 0.06 0.04

2010

%market share % Change

1,338 7,757 1,009 94,753 945 102,045 24 12,784 1,301 69,761 2 170 2 766 50,253 266,411 59,824 4 58,644 188 15,325 1,892 53,650 35,036 5,984 526 430 43,006 69,653 272 39,120 11,354 83,278 724 103,146 6,171 729 89,601 5,148 30,896 38,345 7,208 239 3,473 19,894 82,543 230,717 163,827 35,103 995 763 1,907,029

0.07 0.41 0.05 4.97 0.05 5.35 0.00 0.67 0.07 3.66 0.00 0.01 0.00 0.04 2.64 13.97 3.14 0.00 3.08 0.01 0.80 0.10 2.81 1.84 0.31 0.03 0.02 2.26 3.65 0.01 2.05 0.60 4.37 0.04 5.41 0.32 0.04 4.70 0.27 1.62 2.01 0.38 0.01 0.18 1.04 4.33 12.10 8.59 1.84 0.05 0.04

-9.34 41.23 -3.77 13.44 4.34 6.92 -100.00 -7.55 -17.52 -7.64 -100.00 -98.24 -100.00 -100.00 -21.58 -5.71 -19.24 -100.00 -1.99 85.11 -15.34 2.17 -4.74 -0.42 26.77 -39.35 -13.95 -31.21 10.63 -8.46 17.23 -17.44 8.65 -27.90 -12.41 -8.22 -41.70 -28.68 -19.77 8.76 10.01 -34.67 -40.17 -28.22 -4.13 -17.50 -5.11 3.00 -12.67 5.93 6.42 -4.46

CarDealerMag.co.uk | 89

data file.

Alex Goy

all torque

Take a tough decision – it might pay dividends

have a question for you: is it time to become a SsangYong dealer? I ask this because I spent today pootling around in SsangYong’s latest – the Korando. As a car it’s all right. It’s average to look at, ropey inside and has a diesel engine that, while powerful(ish), appears to have been lifted from a bus. I’d look at it if I was in the market for a Chevrolet Captiva. Then I’d head over to Skoda and pay more for a Yeti. But that’s just me. Still – is it time we started paying attention to the often-mocked, lesser-spotted SsangYong? After years of offering ugly people carriers and SUVs, a perfectly serviceable car has risen, Terminator-like, from the factory floor. Much like those of you who became Kia dealers in the 90s, I reckon the few brave souls who take on a SsangYong franchise will be laughing in a few years. There will (I hope) at some point be a similar rise to fame. Kia was, largely, a bit of a joke. Its cars weren’t up to much, looked pretty shonky and were on very few people’s ‘to give a toss about’ list. Suddenly though, people started taking note – clever marketing, top PR and making genuinely better cars became top of the firm’s agenda. This had a predictable knock-on effect – more sales, better R&D and the c’eed. Now Kias aren’t a joke, but a viable alternative to a Focus. In the process, previously empty Kia forecourts became hives of activity. Will this be SsangYong’s fate? Are the few dealers dotted around our green and economically broken land about to be rolling in money? Well… probably not. The Korando is a good first album for the mainstream, where the Rexton et al were failed demos, laughed out of execs’ offices. The few that were sold went to fans at pub gigs who ‘fancied trying something new’, but had £16,000 to spend rather than a fiver. If taking the SsangYong bet sounds good, there are a few things to consider. 1) Would you be comfortable driving one? 2) Can you convince others that a Korando is right for them (without telling porkies, not that you would)? 3) Are you in for a long-haul game? It’s a hard decision to make but one that could be very lucrative indeed.

‘Previously empty Kia forecourts became hives of activity.’

Who is Alex Goy?

He‘s a motoring journalist with a lot to say. He also produces a brilliant podcast. Check it out by typing bit.ly/alexgoy into a browser 90 | CarDealerMag.co.uk

Suppliers Video

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mini test: Audi RS3

Display Products

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is alive and loves four-wheel drifts. But it’s the five-cylinder soundtrack that thrills the most. At full chat, it whines and splutters, enticing you to play. Price: £39,930, tested in Issue 40

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Insurance

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Keytracker Ltd

mfldirect.co.uk

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THERE is no doubt that Citroen is pushing the premium DS range in a more practical direction, which will appeal to new customers. It’s also clear that the DS4 is stylish and quirky and has a premium, luxury factor attached to it – which we like. But as a package, it’s not so successful as we’re not sure what it is trying to be.

Finance W: itsabsolutelyfree.co.uk T: 0844 880 0660 E: absolutely@dsgfs.com Info: Give your customers an improved online experience by presenting finance options that they can configure themselves.

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Price: £22,950, tested in Issue 41

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data file.

James Litton trader tales

Strong brand, great dealer group... and friends too!

long with 9/11 or the day Diana died, there are pivotal moments in your personal life which are indelibly marked in your memory. Wednesday, November 9 will be one such day for me. ‘Looking for a sales manager, any interest?’ came the text. You may recall that I had considered returning to the franchised trade last year but having made the decision to persevere with the Internet Car Lot despite economic pressures, the idea had been banished from my mind. If I had received the text from anyone else about a job anywhere else, I would have been appreciative but turned it down. This company and job made me think, however. I am not a car trade professional who is on the perennial job merry-go-round. I value loyalty and recognise excellence. I do not subscribe to the large group modus operandi. I like and respect mainstream brands but having worked with a German manufacturer, their strength is hard to ignore. When I started this business, the only negative aspect was that I had to return home. Devon is a wonderful place and over the last four years I have rediscovered my affinity to not only the place I grew up but most importantly to my family. However, the majority of my friends do not live here. They live in a mixture of places, all within an hour of London. With this in mind, being the prospective sales manager for Mercedes Benz of Guildford interested me. Following a three-hour interview with the sales director, I knew I wanted the job. As I write this column I have a lot to be thankful for. I am fortunate to have been given the opportunity to work on my own project, and whereas some family relationships suffer as a result of being in business together, mine have strengthened. My dad will take over the business albeit on a much smaller scale. Finally, having been appointed to the role, I am blessed that I get to return to the franchised arena with a strong brand, excellent family dealer group and, from a personal perspective, be close to my friends.

‘As I write this column, I have a lot to be thankful for.’

Traderdir Alfa Romeo

Alfa Romeo

Aston Martin

Sturgess Alfa Romeo

Benfield Alfa Romeo

Aston Martin

Audi

HWM Aston Martin

Wimbledon Carriage Company Limited

Walton & Epsom Audi

John Crisp 07885 211872

Mark Loughnane 01932 220404 07739 519306

BMW

Bentley

Williams Rochdale

Vines Group

Harwoods

Bentley

Chrysler

Daihatsu

Jack Barclay Bentley

Horsham Car Centre

Alan Nicholas 07703199478 alan@horshamcarcentre.co.uk Best buyer for all late Chrysler/ Jeep

Stephen Barnard 0208 504 0017

Daihatsu

Ferrari

Proven Daihatsu

HR Owen Ferrari Nick Carey

Scott Allen 0116 275 8800 scottallen@ sturgesscars.co.uk n Buying used Alfa Romeos up to five years old

Paul Spires paul.spires@hwm.co.uk 01932 240611 07850 326755

Craig Fenlon 01706 717700 07808 092110

Derek Bennett 020 7629 7444 07713 887 88

Keith Pattison 01428 652554 07771 547406

Dax Pearce dax.pearce@Benfield motorgroup.com Alfa stock wanted up to 40,000 miles. n Call for immediate bid. 07501 257220 or 0191 211 2200

Dominic McConnon 07776 246905 dominic.mcconnon@ vinesguildford.bmw-net.co.uk n Buying used BMWs up to five years old

Mangoletsi (Holdings) Limited Fraser info@mangoletsi.com 01565 722899

Simon Elkin 01798 877211 07803 088711

Woodford Motor Co Ltd

Monza – Ferrari

nick.carey@hrowen.co.uk 07824 362229

Andrew Ludlow ferraribuyer@ntlworld.com 07889 305 053

Ferrari

Fiat

Maranello Ferrari

Glyn Hopkin Ltd

Sturgess Fiat

John Dutton 07817 019 456

Glyn Hopkin 07730 711889

Ian Callis 0116 254 1717 icallis@sturgess cars.co.uk n Buying used Fiats up to five years olds

Who is James Litton?

James runs theinternetcarlot.co.uk. He's been in the business for 13 years and always has something to say about the industry he loves. 92 | CarDealerMag.co.uk

To have your details included here log on to CarDealerMagazine.co.uk/trader-directory.htm

ectory

Finding the right cars at the right prices isn’t always that easy. On top of that, selling cars that you don’t necessarily want to put on the forecourt can be tough too. Our Trader Directory aims to alleviate these problems. Instead of thumbing through endless pages in

price guides looking for the right trader, you can consult the Trader Directory, either in the magazine or online, and find them right away. If you’d like to be included you can submit your details in the Directory find out how at the bottom of this page.

Ford

Honda

Benfield

Benfield Alfa Romeo

Lifestyle Ford

Honda

Thames Honda Group

Honda

Hyundai

Jaguar

Holdcroft Honda

Bushey Heath Hyundai

Hatfield Hyundai

Sturgess Jaguar

Charles Hurst Jaguar

Jeep

Kia

Lexus

Land Rover

Horsham Car Centre

Tower Hill Garage

Chapelhouse Kia

Lexus Twickenham

Sturgess Land Rover

Des Sammon des.sammon@benfield-ford. co.uk 07831 828024

Luke Regan / Chris Thursfield 07971 543884 07813 737 921

Alan Nicholas 07703199478 alan@horshamcarcentre.co.uk Best buyer for all late Chrysler/ Jeep

Dax Pearce dax.pearce@Benfield motorgroup.com Alfa stock wanted up to 40,000 miles. n Call for immediate bid. 07501 257220 or 0191 211 2200

Jon O’Donoghue 0208 420 5100 07976 177 959

Lee Gilmour 01923 263700 07768 367085

Richard Walker 07748 177889

Mark Littler/Tim Barnes 0161 767 9500 07920 599 394 07787 921 222

Andy / Neil 01925 570800 07891 531129 07825 311 297

Brayley Honda Mark Corr 07812 342 635

Chris Allen chrisallen@sturgess jaguar.co.uk 0116 282 6868 n Buying Used Jaguars up to five years old

Dave Cooper / Steve Gurr 07831 704134 07921 408983

Jerome Chandiram 0208 845 3551

Stewart Begg 0208 938 1300 07534 927 821

Chris Allen chrisallen@sturgess jaguar.co.uk 0116 282 6969 n Buying used Land Rovers up to five years old

Land Rover

mini test: FORD MONDEo

Lotus

Maserati

Beadles Land Rover

Car dealer says HHHHH

Murray Motor Company

Meridien Modena

Greg Wilcox g.wilcox@beadles-landrover. co.uk 07740 717209

THERE’S no denying the Mondeo is great to drive and makes you wonder why its competitors are so far behind.

Brandon Ware 0131 200 8888 0750 326 0186

Warren Butt 02380 283404 07860 530703

Price: £24,295, tested in Issue 40

Maserati

Mazda

Mini

Mitsubishi

Nissan

HR Owen

Lifestyle Mazda

Vines Group

North City Autos (Chingford)

Nissan

Ed Tyrrell 020 8524 8855 07736 610285 n Interested in low mileage FSH vehicles

Sturgess Nissan Ian Callis 0116 254 1717 icallis@sturgess cars.co.uk n Buying used Nissans up to five years olds

Nick Carey nick.carey@hrowen.co.uk 07824 362229

Mark Spowage 01293 845045 07974 770020

Dominic McConnon Buying used MINIs up to 5 years old 07776 246905 dominic.mcconnon @vinesguildford.bmw-net.co.uk

Toyota

Volvo

General

Want this spot?

Currie Motors Toyota

Sturgess Volvo

Sol Cars

Barry Freedman

Your advert here

Dave Cooper / Steve Gurr 07831 704134 07921 408983

Scott Allen 0116 275 8800 scottallen@ sturgesscars.co.uk n Buying used Volvos up to five years old

There’s also a more comprehensive list of traders on the website, updated throughout the month

Tim Hancock 07973722243 timfoxhancock@btopen world.com n Wanting part exchanges of all types up to 4k

01753 543105 07836 338694 barry.freedman@virgin.net n Trade buyer of PX vehicles anything up to £8k

Making sure you’re in front of other dealers when they need to trade their cars on is vital. And for £30 per month can you afford to miss out?

Prices for six month listings: £29.99 On Website Or £39.99 for Magazine & Website.

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CarDealerMag.co.uk | 93

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A calm stock market despite a very tricky retail outlook But at least there is some good news as we teeter on the brink of a possible second recession

FIGURES REVEAL ANOTHER STRONG YEAR FOR CAMBRIA Cambria added a further Renault dealership to its portfolio

side from the announcement of Cambria’s preliminary results for the year to the end of August, it has been a relatively quiet month amongst the listed motor retailers. The Cambria results announcement contained a significant amount of good news. There was an improvement in profit (both EBITDA and profit before tax) and the business achieved this despite declining revenues. The company has announced its first dividend and has also negotiated a credit facility to finance further acquisitions. The first of these has already happened with the acquisition of the Doves Vauxhall business in Southampton. These results are good news for Cambria, and also good news for the remaining listed stocks. Cambria managed to increase new vehicle sales (excluding the effect of scrappage vehicles), used vehicle sales and service hours. To achieve this in the current marketplace is a very good result and one which should provide comfort to the stock market that it is possible to make an enhanced return as we teeter on the edge

‘For the remainder of the listed shares there was minimal movement.’ of a return to recession. The other principal announcement was an interim statement from HR Owen who reported that demand conditions had deteriorated and the company expects a small loss (at the trading level) for the second half of the year. This produced an immediate drop in the share price, however there has since been a stabilisation after an initial bounce-back. For the remainder of the listed shares there was minimal movement. Pendragon has continued to fluctuate around the 8.5p level as the stock held by those who underwrote the rights issue has fed into the market. The other stocks have shown either slight declines or increases depending on current market sentiment. Looking at the overall company valuations, there is still a significant variation in the

DEALER group Cambria Automobiles has announced its preliminary results for the year to August 31, 2011. The group’s total revenue decreased 4.8 per cent year on year to £373.3m – but the removal of the scrappage scheme ‘significantly impacted’ total revenue figures. Gross profit decreased by one per cent year on year, however underlying EBITDA (earnings before interest, taxes, depreciation and amortisation) increased by 17.9 per cent to £7.2m. Underlying earnings per share increased to 3.63p from 3.06p. However, the year saw Cambria’s fourth successive increase in underlying profit before tax, achieving £4.9m compared with the previous year’s £4.2m. New car volumes excluding scrappage increased by nine per cent, and used car volumes increased by one per cent year on year.

relationship between the net worth of the companies and their current stock market values. Comparing the total shareholders’ funds against the market capitalisation of the companies produces some startling results. Cambria is valued at approximately 50 per cent more than its net asset value. Whilst the company holds very little goodwill within the balance sheet, this is still a healthy premium and an indication of a belief in future profit growth. Inchcape lies at a 20 per cent premium, with Pendragon at a 10 per cent premium and HR Owen at a 27 per cent premium. Lookers currently stands at a value very similar to the total shareholders’ funds.

Alfa Romeo and Vauxhall were all added to the group’s portfolio including a further Renault dealership, and major redevelopment of the Maidstone freehold property for Honda and Mazda also took place. Mark Lavery, chief executive, said: ‘The year to August 31, 2011 was another strong year for Cambria with underlying profit before tax growing by 16.7 per cent to £4.9m, up from £4.2m in a very difficult market. ‘While the ending of the governmentsponsored scrappage scheme reduced revenues, the cost reduction actions taken during the year more than offset the reduction in revenues. This is the fourth successive year in which Cambria has delivered significant earnings growth and a high level of return on shareholders’ funds. I am pleased with the performance against the backdrop of challenging new and used car markets.’

The results for the remaining listed stocks, Caffyns and Vertu, are markedly different. Caffyns is trading at a discount of nearly 50 per cent to total shareholders’ funds, with Vertu at a 45 per cent discount. Whilst with Caffyns there is a discount applied as a result of the volume of stock held by the Caffyns family, the Vertu valuation remains surprising given the management structure in place and the historic improvement in trading results. In contrast to some of the other businesses in the sector the goodwill is being valued very negatively and it will be interesting to monitor whether management manage to turn around this perception over the coming years.

Who is Mike Jones? He‘s executive chairman of ASE Global. If you want to talk to him about his column call 0161 493 1930 CarDealerMag.co.uk | 95

simple steps to recruiting success We follow simple, tried and tested methods when it comes to working with our candidates and clients Our ethos is built around providing you with the best possible service we can â&#x20AC;&#x201C; utilising the wealth of local market knowledge and industry experience our Regional Directors offer. This ensures that we can help our candidates reach their career aspirations and our clients to continue to successfully build their business towards a bright future.

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Think differently – you’ll stand a better chance of survival

he words success, potential, bright, future and growth are unfortunately a rare commodity when talking about the current economy. So how pleasing and encouraging it was to see the unexpected rise in retail sales of 0.6 per cent in October that the Office for National Statistics reported. Similarly, sales in small stores also showed an increase with a 5.3 per cent rise year-on-year making it the biggest achievement since November 2004. The ‘thinking’ in the retail sector seems to have changed from one where they wait for the business to come to them to an approach where they say, ‘let’s go out there and attract customers through some excellent offers and discounts’. On visiting a city centre recently, offers were abundant in most shops and were seemingly having the desired early impact. When things are good they are good. However, when they are bad they are really bad. All too often as human beings we adapt and change to the environment that we are subjected to. The risks of this in today’s world are that if we associate and begin to let ourselves ‘feel’ and be ‘drawn’ into the negative connotations and thinking it will only serve to hinder our chances of survival and potential growth in the future. Albert Einstein once commented that ‘the significant problems we face cannot be solved at the same level of thinking we were at when we created them’. Now I am not suggesting that he knew what was coming (I am not sure his intellect stretched that far!) but it does indicate that to move forward we need to be a bit different. The problematic part is changing your ‘thinking’ when

Jonathan

Such TIME IS MONEY

there are so many dark stories in the press and you might be inclined to believe there is nothing you can do to change anything. This shift can take place though. Claudius Ptolemy (Egyptian astronomer) used to believe that the earth was at the centre of the universe. However, Nicolaus Copernicus (Polish astronomer) came along some years later and through some tough struggling and battling created a shift in mind-set whereby the sun was now at the centre of the universe in many humans’ thought patterns. Once you have broken the leash and you are mentally

‘We need to see the light and warmth of the sun a lot quicker than Claudius Ptolemy’ free from the bad atmosphere (sorry for all of the astronomic links!) it is your responsibility to choose how to react to the current economic conditions. The people who will think differently will be those who will make it. Those who possess proactive tendencies and take full responsibility for their conscious actions will be less likely to blame current conditions or be drawn into all of the stories associated in the press. One piece of advice (excuse me if I may) that I would give though is that we need to see the light and warmth of the sun a lot quicker than Claudius Ptolemy. It took nearly 1,400 years for that change of thinking to take place.

Who is Jonathan Such? Such is regional sales manager for First Response Finance. You can contact him on 07917 781608 or email jons@frfl.co.uk

Coming next month

If there’s something you think we should be covering get in touch. Our details are on page three

98 | CarDealerMag.co.uk

INSIGHT Full report on the Car Dealer Profit Clinic, sponsored by Car Care Plan

Big Mike Our man in the trade kicks off the new year in style with a tale of woe

TAIWAN Report on our trip to the Far East and the cars they want in your showroom

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If you’re counting on getting your price right, it pays to know what’s on the radar

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Sell smarter, sell quicker

with GlassNetRadar – the two clicks tool that shows you an instant, accurate, real-time picture of the asking prices in your area and across the country. No more guesswork, no more time trawling classified websites or magazine listings.

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How does Radar work? VRM Search

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Asking Price

£7,920

Radar Results

Radar

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Radar Real-time asking price analysis at a glance