Car Dealer Magazine: Issue 53 by Blackball Media

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New Mitsubishi

Issue 53 | August 2012 | CarDealerMag.co.uk | ÂŁ3.50

OUTLANDER

UK boss on the firmâ&#x20AC;&#x2122;s first new car launch for two years Feature Sales Process Maximise profits at every step of a car sale

Best o f Britis h

We cele with a pbrate British m atriotic road trianufacturing p to Eur ope

Specia Reportl

Awards Green team Winners of our green gongs

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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 Advertising EXECUTIVE Natasha Smith natasha@blackballmedia.co.uk Twitter: @CarDealerTash

Contributors Mike Jones, Big Mike, James Litton, Tim Naylor, Tim Smith, Tim Heavisides and Jonathan Such

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does it matter Welcome. What where the cars you sell

are made? Does anybody really care? More importantly, does it really matter to your customers? Well, if you want my opinion, and if you’re reading this you’re going to get it, it does matter. A lot. With the UK economy in a state of flux and the European piggy banks well and truly smashed, the British consumer could do with knowing that buying British built cars keeps British people in jobs. Yes, the profits might be diverted off into Japanese and Indian pockets, but keeping the 800,000-odd people who work in the UK car industry in employment is just as important. For the first time since 1976, we have exported more cars than we’ve imported. That’s a landmark worth celebrating. And it’s certainly one worth shouting about if the cars in your showrooms are built on UK soil. The Brits are nothing if not patriotic – you only need to look at the amount of flags that sprung up for the Jubilee and footy for proof of that – so if you can play on that Built in Britain advantage, then it has got to be worth trying. And if you think customers already know about it, don’t be so sure. Ask anyone what they think of the UK car industry and I’ll bet most will think it’s dead. Only recently I posted one of our stories on Facebook and a friend – who works for the business desk of the Daily Telegraph no less – commented that ‘we don’t have a British car industry anymore’. He’s wrong. We do. It may not be British owned, but the people who work in those plants dotted around the UK are pumping their wages back into UK PLC. And that’s just as important as where

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the profits end up. To celebrate the cars built in Britain we took a road trip to France to do our bit for the struggling European economy – by buying some plonk and smelly cheese. Ok, it’s no bank bail-out, but every little helps, right? Read our feature on page 38. Sales Process You don’t need me to tell you about the importance of having a good sales process in place at your dealership. Not only does it help you maximise every lead that comes into the showroom, but it also helps you squeeze every last drop of profit out of them too. There are dozens of companies that can help along the way. From building a website to capture those leads in the first place to ensuring the cars are sparkling when a customer finally arrives to look at them, we’ve highlighted the lot. Our Guide to the Sales Process starts on p47. OTHER NEWS Also in this issue I’ve taken a look at whether Le Mans, and motorsport in general, really does help you sell more cars. We reveal the winners of our Green Car Awards and also hear from the boss of Mitsubishi about the importance of his first new car launch since 2010. His dealers will certainly be looking forward to the new model arriving. Enjoy the issue.

James Baggott, Editor

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INSIDE. ISSUE 53 I August 2012

dashboard

Best of british

Brit built cars invade France

Astra VXR

And we try Vauxhall too

Focus ST

‘‘

Without one of these cogs your sales process could falter.

Does the big race really sell cars?

Car Dealer’s Guide to the Sales Process

Outlander

Mitsubishi’s vital new car

a month in A picture...

Le Mans: Is it worth it?

Green Car Awards winners

Peugeot’s new £3m dealership

Ford: No Focus RS

That Was The Month

Finance

Around The World

Big Mike

Car Dealer Club

forecourt

Verdict on Ford’s new hatch

Le mans

More Nismos on the way

See that man? That’s a pilot that is. Why’s he here? Well, every now and then we go on car launches to report on the new models you’ll be selling soon. Sometimes car makers charter planes to take us places to do this. Mitsubishi did just that. However, their plane was so exclusive the cockpit didn’t even have a door – hence the pic. In fact it was so small, the first officer even did the safety briefing. It was all very strange – and a little scary – but helped us get this month’s cover story in the bag.

Mitsubishi Outlander

Vauxhall Astra VXR

Ford Focus ST

Fiat Punto TwinAir

VW Golf Cabriolet

features Best of British

Guide to the Sales Process

DATA FILE The Statistics

Right Click

Auctions

Auto Trader

Net Gains

Long Termers

Suppliers Guide with Batch

Trader Directory with James Litton 84 Workshops

Time is Money

CarDealerMag.co.uk | 05

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

I disagree with Big Mike... I WAS surprised to read Big Mike’s article on LVLOs. I would agree that they used to be dismal places with queues out of the door and unhelpful staff with horrendous waiting times and no parking. In my own opinion of using the Bristol LVLO over the past 15 years, their service has improved beyond all measure. Yes, one has to collect a ticket and wait while your number comes up. The longest I or my staff has waited in the past few years is 20 minutes. The staff are, generally speaking, very helpful and patient considering they have to deal with customers from the whole of Europe, Africa, India and Hong Kong. Most of these people speak very little English and are accompanied by their brothers, sisters, aunties and children. The staff patiently explain to them what they need to do. For the most part, traders who know what they are doing and have the correct paperwork find that things just fly through and I can do no more than commend them for their hard work, politeness and forbearing with some of the clients and scenarios they have to face. God forbid though when the DVLA takes over all matters concerning driver licensing and vehicle excise duty. Their helpline is a disaster; their knowledge of what is actually happening is beyond belief. It will become just like the HMRC is now, no local offices, just faceless civil servants on 0870 numbers who are rarely able to answer questions concerning VAT, PAYE or taxation. The LVLO offices from my point of view have been a success although I object to having to make a round trip of 50 miles to sort out a cherished transfer or register a new vehicle or an import. Not everyone is on AFRIL. David Hendry, David Hendry Cars

twitter comments

The selling power of motor racing success We asked our Twitter followers whether they thought manufacturers’ racing programmes helped sell more cars. Here’s a selection of the views that were expressed: It doesn’t sell cars directly, but helps build brand image which is much harder to quantify. Via @JBAEdmonds Builds brand values and makes people want to be associated with success. Le Mans provides more relevant test for tech than F1. Via @stuartg917

A definite advantage... At Contact Advantage, we recently got involved with the events run by the team at Car Dealer magazine. We made this decision for a number of reasons. Price coupled with value plus scope and scale were all discussed and the subsequent exposure has proved we were right. This initial probe into the world of Car Dealer led to the team attending December’s Profit Clinic, and that rewarding experience led to us attending and delivering core messages at the recent Lead Generation event. We have used the events on a number of levels. We have been talking directly to dealers which always makes sense and it’s something

Depends on the company. LM fits very well with Audi’s grown-up, efficient, techy performance image and some buyers will be fans, but I don’t see Toyota selling more Yaris/Auris/Prius off the back of its programme. And GT86 comes from a different place. Via @83ste Yes, but I think it’s the advertising they do with it that is more important. Via @Roundstone_Vans

that we carry out daily, but at events people are often more open and ask the questions that come before a decision is made rather than postagreement. We obviously get a chance to pitch to dealers at events but more importantly our networking structure has grown enormously. Many manufacturers take full hub services from Contact Advantage and our global lead in this area ensures we have the skills and the fresh thinking to work with leading automotive suppliers at the highest level. Car Dealer events have certainly added to our dialogue and interaction at the highest levels – for us at Contact Advantage in manufacturer speak, a ‘definitely recommend’. Bob Feltham, Contact Advantage

MY CONFESSION

S*** happens I used to be a salesman for Toyota. I’d had a bit of a stomach bug for a few days, and was rather off-colour. But like a hero, I struggled through. One Saturday, I had a 10am test drive. My potential customer was driving, and I was chatting about this new Avensis. Enough to make anyone feel a bit sick, eh? Anyway, I needed to let one go. When I say let one go, I mean a fart. I turned up the radio to disguise the approaching noise. As Kylie Minogue blasted out Spinning Around, I let out a gust, then a sigh, then what felt like another fart. But it was very warm, and more solid than air. Had I? Surely not. I wriggled about and

discovered my worst fears. I’d followed through. What was I going to do now? I was experiencing that feeling of dread you feel when something that you really don’t want to happen, happens. Luckily we were on our way back and approaching the dealership. As we turned into the car park, I said: ‘Well, that’s the car then. ‘Unfortunately I have another appointment now so I will have to call you later to talk about the deal.’ My punter got out as I stayed sat in the car waving. Looking somewhat confused, he just slowly walked away.

As soon as he was out of sight, I called the valeter. ‘Come and get the car, and bring a plastic bag,’ I told him. I got out and waited for him, holding my trousers tight so I didn’t ‘lose’ anything. As he walked over, I said: ‘The audacity of some people, eh? He sh@t himself in there! I’ll come and get it when you’re done, yeah?’ He looked like he was about to cry and could only utter the words: ‘OK boss’. I took the plastic bag out of his hand and walked like Pingu to my demo. I put the bag on the seat and drove home to get changed. To this day, no-one apart from me knows the truth. Thank God for leather seats. RF, London CarDealerMag.co.uk | 07

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Heavisides

warranty wonders

Scaremongering that’s not helpful to anyone

Juke Nismo will be the first in a range of hot Nissan models

national newspaper ran a story a couple of weeks ago urging its readership to ‘avoid taking out expensive loan insurance’ when buying a car. This was curious for a couple of reasons – firstly because they actually meant GAP insurance and secondly because the rest of the item went on to outline precisely the reasons why a customer should buy GAP. Their main argument was that GAP insurance was expensive and generated profit for dealers selling it. They also warned that the regulator was looming large in the same way that they did with PPI. But oddly, they outlined that two-thirds of new cars and a fifth of used vehicles bought annually in the UK were purchased on finance arranged by the dealer, with even more purchased with an unsecured bank loan. Surely these are precisely the customers who should be looking closely at GAP insurance to help protect them should the worst happen and they find themselves with a written-off car and an outstanding loan agreement? Of those new owners, thousands could potentially end up out-of-pocket because their car will be stolen, burnt-out or damaged beyond economical repair. What sort of message is sent out to consumers if newspapers start scaremongering over the cost of insuring against such a risk? And perish the thought that dealers should make a return on selling a product. We all know that GAP insurance is one of those products that’s ‘sold instead of bought’ but if dealers didn’t offer cover to customers, those new owners would drive away unprotected and thousands could find themselves in a hole when their cars were subsequently written off. Does the press expect dealers to lay out all the financial options to customers for no return whatsoever? We sometimes need to be careful what we wish for. If regulation forces GAP down the same route as PPI, there’s a very real danger that products become more expensive and unobtainable for precisely the people they’re designed to protect. And then who’ll be the first in the queue to try to protect the customer? Probably the newspapers.

‘We sometimes need to be careful what we wish for.’

Who is Tim Heavisides?

Heavisides is CEO of Car Care Plan, the UK’s leading provider of motor warranty and GAP products. 08 | CarDealerMag.co.uk

‘We have performance in our DNA and Nismo will extend that’

he head of Nismo has promised the firm’s tuned Juke will be the first in a range of hot Nissan models. Flown over from Japan for the first public unveiling of the Juke Nismo, above, Miyatani-San told a press conference at Le Mans that we can look forward to plenty more exciting models. ‘The Juke is designed to incorporate motorsport aerodynamics and performance,’ he said. ‘It will be launched in Europe in January with big performance. It will have horsepower and handling that drivers can really enjoy. But it’s just the start of new Nismo and we’ll be soon coming to market with more versions.’ Simon Sproule, corporate vice president for global marketing communications, said it was time for Nismo to hit the ‘prime time’.

‘It’s known by enthusiasts, but Nismo is now ready for a wider audience,’ he added. ‘Nissan has always had sports cars, we have performance in our company DNA, and Nismo will allow us to extend that. ‘Juke Nismo is just the start of a series of Nismo products.’ Miyatani-San explained all models in the Nissan range were being considered for Nismo treatment, but no decisions had been made yet as to which will be next. The ‘March Nismo’, essentially a Micra Nismo concept, was recently unveiled, but Miyatani-San said it was still a concept. However it shows that even the baby of the Nissan range could be in line for some Nismo treatment in the future. Jerry Hardcastle, Nissan’s technical guru, added: ‘Clearly we’d like to work over all new models for Nismo. We tweak ride, handling and performance and it’s hard for me to say what we’ll do completely but I can say the Z is likely to be next. The team are looking at all models.’ JAMES BAGGOTT

UK car manufacturing still increasing UK car manufacturing continues to rise, the latest figures from the SMMT reveal. The UK manufactured 141,146 cars in May, the month’s highest output since 2004. Car manufacturing posted a 42.2 per cent hike, with year-to-date volumes up 17.3 per cent. ‘Car manufacturing in May hit the highest level of output since 2004 posting 42.2 per cent growth, a sizeable recovery against volumes hampered by last year’s Japanese tsunami,’ said Paul Everitt, SMMT chief executive.

‘This boost, coupled with robust year-to-date results, demonstrates the strength of UK automotive manufacturing and shows why it continues to attract high levels of international investment. ‘While commercial vehicle output remains subdued, in line with restrained levels of demand, the year’s engine output volume passed one million in May and is more than 40,000 units ahead of last year.’ Best of British, page 38

motors.co.uk The used car site that’s used more.

With over 3,500 dealers advertising 160,000 cars, motors.co.uk is the UK’s second biggest used car network. Every month, 1.35 million car buyers use it to search for a car, plus it reaches a further 19 million readers weekly via our regional news partners. Now, isn’t that useful?

There are many ways to search at

Your search ends here. Traffic ﬁgure: comScore October 2011

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Le Mans: Why do it? Can car manufacturers justify spending millions of pounds on a race that gets less attention in the UK than a round of the BTCC? James Baggott asks the awkward questions

anufacturers invest millions of pounds in racing exploits around the world. From the heady heights of Formula 1 to the more spit and brake dust events that dominate the BTCC calendar, manufacturer backing is rife. But why do they do it? At the end of the day car manufacturers simply want to get punters into your showrooms so you can sell their cars, but is battling on the race tracks the best way to do that? This year Car Dealer made the petrolhead’s pilgrimage to the Le Mans 24 Heures – courtesy of Nissan – where three manufacturers tackled the challenge in very different ways. The mighty German monolith, Audi, attacked the race with vigour. Ploughing millions of pounds into its Le Mans programme, it fielded four cars, two of which debuted hybrid technology. The Japanese makers took two very different approaches. Toyota went with the traditional route and aimed for an assault on Audi’s party, while Nissan backed the wacky DeltaWing ‘Batmobile’ car in an attempt to steal the pre- and post-race coverage highlights. Car manufacturers will tell you they do battle on the race tracks to help pioneer and showcase new technologies. While that’s true – disc brakes and traction control are direct results of racing endeavours – many car makers are just as interested in the publicity or ‘brand awareness’ they can gain from their on-track exploits. With that in mind it’s interesting to see how the media reported on this year’s Le Mans race. Despite Audi cleaning up the podium places, the maker’s dominance didn’t please everyone. PistonHeads editor Dan Trent blogged after the race: ‘Audi’s investment in Le Mans is incredible

and so completely out of step with anyone else’s it’s hard to avoid the sense the race has been bought. Any true Le Mans fan shouldn’t begrudge success on the track, but it’s the lack of corporate humility – an arrogance even – that pervades the rest of Audi’s presence that’s easy to scorn.’ In stark contrast CJ Hubbard, of rival website MSN Cars, celebrated Nissan’s backing of the innovative DeltaWing project. In a blog posted before the start of the race, he wrote: ‘Whatever ensues, the incredible amount of interest the DeltaWing has generated is not only good news for Nissan but motorsport in general. Motorsport needs to reach a wider audience if it wants to survive, and innovation like this has got to be a key part of the way forward.’ These two polar opposite posts from journalists at Le Mans, both of whom were there thanks to corporate cash from the subjects of their respective posts, says a lot. Despite crashing out, Nissan’s mad DeltaWing car stole the limelight away from Audi’s dominance – and when manufacturers are trying to enhance their brand awareness so you make more sales in the showroom, that’s quite a coup. Especially when Nissan’s entry didn’t even make it to the end of

THE RACE IN A NUTSHELL PEUGEOT’S announcement in January that they were to quit endurance racing and this year’s Le Mans resulted in a large quarter of the motor racing community heaving a huge sigh. Peugeot quitting only meant one thing – this year’s Le Mans would be an Audi walkover. I’d love to say it wasn’t a show of Audi dominance, but it was. That said, the German giant didn’t make it easy for itself. Their podium lock-out was initially stinted by a surprisingly strong pair of works Toyota Hybrids. However, as the 12th hour ticked past, both Toyotas were 10 | CarDealerMag.co.uk

out – Britain’s Anthony Davidson was involved in a massive accident that broke his back, while the other Toyota collided with the Nissan DeltaWing and retirement resulted. Audi missed locking-out positions one to four thanks to driver Romain Dumas in the number three Audi. An accident meant Dumas lost time – time he never caught up – allowing the Lotus-branded Rebellion Racing LolaToyota to finish a well-deserved fourth. For the spectator, it was another brilliant race. BATCH

the race. That certainly didn’t stop it grabbing a large slice of the coverage. ‘By backing a truly innovative project like the DeltaWing, Nissan managed to gain attention from a huge variety of media,’ explained Tom Barnard, communications director for Nissan GB. ‘Publications that woudn’t normally be interested in motorsport wanted to know about the DeltaWing and it caused an incredible amount of noise on social media sites and blogs. ‘Backing projects like this is not only important to showcase Nissan’s innovation, but to also put the brand in front of people who wouldn’t normally be exposed to it. DeltaWing, and our other partnerships at Le Mans, helped us win a large share of the voice in the media. Despite the car being punted off the circuit, it was still a great success for us.’ But why go racing at all all? Well, Paul Willcox, sales and marketing president for Nissan Europe,

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told us there were a number of reasons for backing DeltaWing. He said: ‘Firstly, it’s a brand marketing exercise. Of course we wanted to create some noise and develop some brand association with the innovative project. ‘We also wanted to be associated with the designer Ben Bowlby and learn from him for future adaptations of the technology used here for our road-going models. That doesn’t mean to say we’re going to build a road-going DeltaWing but we will learn from the experiences it has had here. And thirdly, it’s a great opportunity for us to link through to our road products. The DeltaWing engine is from a Juke and it’s a good way to associate with that. Plus we are launching NISMO here so it’s a good way to link with that too.’ Toyota may not have grabbed as many headlines as its rival did, but that doesn’t mean the manufacturer was upset with its Le Mans story. ‘Motorsport is a technology proving ground and brand building exercise,’ said a spokesman for Toyota. ‘As such it is impossible to

‘‘

link to sales or showroom traffic directly, but we know it can build awareness and influence the perception of a brand. ‘Based on the coverage I saw in the mainstream media the main, and in many cases, the only Le Mans related story, concerned Anthony Davidson’s accident. As such I think no one stole the show. From a UK perspective, a BTCC race will get a larger TV audience than Le Mans.’ So what about the winners? Audi has pumped millions into Le Mans and it’s paid off – it secured the top three places at this year’s event and its presence around the

Despite the car being punted off the circuit, it was still a great success for us.

track was massive. It’s little surprise that some are accusing the maker of ‘buying’ the event. ‘It’s all about building the brand for the future,’ said a spokesman. ‘It’s not about selling cars now, it’s about selling cars in four or five years time. You have to invest in building a prestige brand and events like Le Mans are ideal for that. ‘I talk about the “souffle effect” with other manufacturers, like the French firms, where their reputations are sinking in the middle. We have to ensure Audi’s reputation keeps rising and Le Mans success is perfect for that.’ So motorsport isn’t about selling cars or new technologies – though it does help. The real reason for taking to the tracks is getting brand names indelibly marked in fans’ heads. However, whether Le Mans is the right place for that to happen for UK dealers is still up for debate. [CD] CarDealerMag.co.uk | 11

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The award winners who really care about our planet The inaugural Green Apple Awards for Car Dealerships have shown that the motor trade is doing its bit to look after the environment. James Batchelor reports

fter months of deliberating and judging, Car Dealer can reveal the winners of the Green Apple Awards for Car Dealerships. Held at The Wintergarden in Canary Wharf in June, the Green Organisation’s Green Apple Awards for Car Dealerships – supported by Car Dealer Magazine – marked the culmination of months of judging. In their inaugural year, the Green Apple Awards for Car Dealerships’ aim was to find and celebrate car dealers who were embracing and promoting green endeavour. The awards also celebrated the greenest cars dealers are currently selling. The winner of the overall Green Apple Award for Car Dealerships was chosen by the SMMT’s chief executive, Paul Everitt, while the car manufacturer awards were judged by a panel consisting of motoring journalists, representatives of the Green Apple Organisation, industry experts and Car Dealer. ‘The Green Organisation has been going since 1994 and we have always welcomed nominations from the motor industry,’ said event organiser, Richard Collins. ‘This year, with the support of Car Dealer magazine, was the launch of an awards scheme specifically for car dealerships. ‘Showrooms are traditionally large and airy places with lots of glass and many are architecturally a horror story. So we decided to reward the ones who have made the biggest effort to reduce any negative eco-impact. ‘When a dealer wins an award, they can use that as a badge of honour to entice customers to their showroom to see not only green cars but also show consumers that their own dealerships are good to the environment. ‘I’d like to congratulate our winners this year. The Green Apple Awards have been a tremendous success. We knew celebrating green endeavour in the world of car retailing would be embraced, and we have been impressed with the quality of entries this year. We hope this year is the first of many for these important awards.’

THE GREEN APPLE AWARD FOR CAR DEALERSHIPS

Calling all car dealerships! GOLD was given to the JCB Group for their A.W.A.R.E programme. Standing for Accountable, Worthwhile, Achievable, Responsible, Environment, it’s a scheme that is designed to provide all dealership staff with a full understanding of the group’s environment policies and

Composer and screenwriter Martin Kiszko handing awards to representatives from Jemca Toyota, left, and Essex Auto Group, below

thereby to develop new initiatives. The silver accolade was jointly won by Jemca Toyota Enfield for their brand new multi-million-pound eco-friendly showroom, and to Essex Auto Group Ltd for their energy management programme.

Get rewarded for your environmental and sustainable best practice? Launching 15th November 2011

14 | CarDealerMag.co.uk

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ELECTRIC CAR OF THE YEAR

GREEN CAR MAKER OF THE YEAR Martin presenting the award to Faye Steward of Chevrolet

AMERICAN brand Chevrolet took this important accolade. Judges were impressed by the firm’s Volt and also by Chevrolet’s attitude that being green does not have to come the cost of owners’

lifestyles. The Volt is powered by a frugal 1.4-litre petrol engine and an electric motor giving 300 miles of motoring. Finishing as runner-up in this category was Renault.

ECO CITY CAR OF THE YEAR

THIS highly-competitive category was won by the Kia Rio 1.1-litre CRDi 85g. The judging panel were highly impressed by the car’s low emissions of just 85g/ km and its capability of returning

Nissan’s Carrie Holton receives the company’s award from Martin Kiszko

NISSAN’S Leaf won Electric Car of the Year. Launched in 2010, the Leaf has gone on to find 30,000 owners worldwide. The judges particularly liked the near-silent driving experience,

and concluded Leaf is at the top of its game compared to its rivals. UK production of the car starts at Nissan’s Sunderland plant next year. Renault’s Fluence finished as runner-up here.

ECO EXECUTIVE CAR OF THE YEAR

88.3 mpg on the combined cycle. Despite it being equipped with wind-cheating body panels, they felt it did not ‘look’ like an eco car. Taking the runners-up spot was Volkswagen’s Up BlueMotion.

THE judges voted the Audi A6 2.0-litre TDI as the winner of this category. Its economical 2.0-litre diesel engine wrapped up in an attractive body that mixes style, refinement and good

build quality won the day for our panel. Citroen’s bold new DS5 Hybrid4 99g took a well-deserved runners-up spot due to judges liking its striking looks and aircraft cockpit-like interior.

ECO 4x4 OF THE YEAR

ECO FAMILY CAR OF THE YEAR Martin presenting the award to Brian Bennett of Ford

THIS was a closely-fought category but the eventual winner was a deserved one. Ford’s new 1.0-litre EcoBoost engine may sound like the type of engine you’d find in a city car, but it’s

fitted to a generously-sized family car – the Ford Focus. Judges thought the 1.0-litre’s refinement was exemplary, and awarded the impressive Golf BlueMotion the runners-up place.

LEXUS have come to define eco 4x4 motoring over the past few years thanks to their green RX range. The petrol electric hybrid powertrain which returns 43.4mpg on the combined cycle

was well liked by the judges, as were the distinctive looks and comfortable interior. Peugeot’s new 3008 HYbrid4 99g fought hard but ultimately earned the runners-up spot. CarDealerMag.co.uk | 15

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Mason

CRAcKING THE CODE

Track every caller who has reached you through us

n previous columns, I’ve focused heavily on numbers when outlining how to get the best out of your Motor Codes subscription. In particular, I’ve highlighted the significance to the consumer of a near 7,000-strong network of OFTapproved garages, the huge impact made by search engine optimisation and the volume of traffic this delivers to your profile pages on motorcodes.co.uk. Forgive me, I’m going to talk numbers again! And specifically, about how you can see just how many of these online leads become converted customers. After all, if Motor Codes isn’t making a difference to your bottom line, something’s wrong. Of course, achieving maximum ROI is central to all of your marketing programmes but, as my PR people keep telling me, the results of a promotional campaign – and you should certainly see subscription to Motor Codes as part of your marketing arsenal – are not always instantly apparent. Well, we’re confident that a Motor Codes subscription brings in business so we tasked some researchers and telecoms experts to help us prove this. When they told us that studies show that 74 per cent of phone responses to marketing are now generated through online leads, we knew we were right to champion the value of your Motor Codes profile pages – the localised adverts for your business where currently 100,000-plus people each month are landing, via online searches. What we’ve done off the back of this research is introduce a call-tracking service – free to all subscribing dealer groups and garages. By substituting your telephone number with an alternative, pre-assigned to your business, you can track every call made by a person who has found you through Motor Codes. Our confidence hasn’t proven unfounded. Initial trials have yielded impressive results. In the first threemonth period, one dealer group generated 385 calls. With an internally verified 90 per cent call to conversion rate, when that dealer looks at its average invoice value, that’s serious new business won, simply by subscribing to Motor Codes.

‘Results of a promotional campaign are not always instantly apparent.’

Who is Chris Mason?

Mason is managing director at Motor Codes, the government-backed, self-regulatory body for the motor industry. 16 | CarDealerMag.co.uk

Coventry Peugeot dealership given a striking new look VIP event held after completion of refurbishment work

obins & Day Peugeot has celebrated the launch of its brand new £3m showroom on Phoenix Corner, Coventry. At the VIP event, guests including the city’s Lord Mayor, Councillor Tim Sawdon; David Peel, Robins & Day chief executive; and Peugeot UK managing director Tim Zimmerman were among the first to set foot inside the brand new 1,940 squaremetre, state-of-the-art dealership. The refurbishment took nine months to complete and showcases Peugeot’s striking Blue Box exterior. Inside there’s space for eight cars, a café and lounge area, and the new dealership provides sales and service, with specialised support for mobility and fleet sales facilities. A state-of-the-art workshop and two MoT lanes feature, and the dealership has a selection of Peugeot commercial vans. David Peel, chief executive of Robins & Day, said: ‘Robins & Day Coventry is renowned for great customer service and this is because we continually strive to exceed customer expectations. This new flagship dealership is part of our multi-

Daughters on board THERE’S not many fathers who have one, let alone two daughters joining the motor trade but that’s exactly the case with Paul Brayley. Having decided against careers in other industries, Amy and Alice Brayley have both entered the motor industry to join their father’s Honda dealership business in St. Albans. Brayley, managing director of Brayley Honda, said: ‘Although I never expected my daughters to want to join the car business, it’s important that they are given the opportunity to follow their own careers. ‘They’ve already proven to their colleagues and me that they have the skills and understanding when it comes to sales administration and broader accounting requirements. ‘They may have a hankering to have their own name over the door one day but I’m not retiring any time soon!’

million-pound national development programme and represents our vision for an enhanced customer experience at Robins & Day and Peugeot dealerships in the UK.’ Commenting on the new dealership, dealer principal, Mark Warrilow, said: ‘The new Blue Box dealership highlights our commitment to providing our customers with the best possible visiting experience. ‘We look forward to welcoming both existing and new customers into the showroom and hearing their feedback on our attractive new services and facilities.’

TESTING TIMES LUXURY car retailer HR Owen completed more than 500 customer test drives at Canary Wharf Motorexpo, as a result of the largest-ever test-drive programme at the show. The company ran 14 vehicles simultaneously, with cars available from Aston Martin, Ferrari, Lamborghini, Maserati and Rolls-Royce. Chris Harris, marketing and customer director for HR Owen, said: ‘We know that test-driving a car is vital part of the purchase process, but that customers sometimes find it hard to find the time to visit a dealership. By bringing a test-drive programme to where they work, we’re making it as easy as possible for customers to try cars they are interested in.’

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DASHBOARD.

Nissan to hand over £31k to British forces charities bit.ly/Nissan31

Bitter blow to fast Ford fans as Focus RS model ruled out Ford categorically states there will be no RS, reports James Baggott

ord has categorically stated it won’t be producing an RS version of the current Focus model. At the launch of the hot ST variant at Goodwood, product marketing manager for Ford of Britain, Steve Humbles, said: ‘I know there have been a lot of rumours about an RS, but I can state here and now that there won’t be an RS model.’ That news will come as a bitter blow to fast Ford fans, but critics will point to the fact Ford probably wants to shift a few ST models before an RS arrives anyway… The new ST starts at just £21,995 and now features a four-cylinder powerplant producing 250bhp. Humbles explained that the ST will account for 10 per cent of Focus sales and added that some 37,000 Focuses in the first five months of 2012. The product planning manager also revealed the Focus range is set to benefit from two Econectic diesel models this year which will emit 88 and 99g/km of emissions – a stark contrast to the ST. That said, the new sporty derivative has 20 per cent improved economy over the last model – while still producing 10 per cent more power.

COSTS

Fuel economy a big concern FUEL economy is still more important than emissions to motorists, a new survey by Auto Trader has found. How much fuel a car uses will be a priority for 71 per cent of motorists when buying their next car with 43 per cent believing that low-carbon emissions should be a priority. Nathan Coe, group director at Auto Trader, said: ‘Increases in fuel prices and the growing pressure on family budgets over the past three years are all having an impact.’

TECHNOLOGY

JCT600’s new mobile site

‘We expect to sell 4,000 a year,’ added Humbles. ‘It is the first ST that will be a global car, selling in 40 countries. The Americans have recently driven it and the press reports were very favourable. ‘Some 90 per cent are expected to be the five-door with 10 per cent estate, but the estate has gone down very well

Fleet vendors reporting healthy conversion rates CONSISTENT prices of around 97 per cent of CAP Clean were being achieved during May for ex-fleet cars, according to the latest figures from the Vehicle Remarketing Association. A good steady balance of used stock has been consistently entered for sale which has helped fleet vendors in particular report healthy conversion rates as well as consistent prices when selling to the trade and to retail buyers. There are signs that the aggressive new deals being offered by manufacturers are putting a downward pressure on prices of nearly new cars and vans. However, the biggest immediate concern is whether the busy summer of events such as the Jubilee and Olympics will dent demand for used cars and light vans.

with the press so we may revise that number.’ The ST arrived on July 2, but the official launch will be tied into the film, The Sweeney, in which the car takes a starring role. It will be released alongside the new plate in September. Ford Focus ST handbook, page 35

New Clio shows its colours RENAULT has revealed the first pictures of the eagerly-awaited new fourth-generation Clio. Set for its official debut at the Paris Motor Show later this year, the new Clio is the first Renault to completely boast the firm’s all-new design language courtesy of Laurens van den Acker, senior vice-president, corporate design. The new car will only be offered as a five-door variant and features rear door handles

hidden in the rear quarterlights. Eight body colours will also be offered, and buyers will be able to personalise the outside of their car with a selection of colour touches to the front grille, rear and side door inserts. Two new engines will be on offer – an 899cc three-cylinder petrol turbocharged Energy TCe 90 unit which is Renault’s first ever three-pot – and a 1.5 dCi diesel unit.

DEALER JCT600 has made a five-figure investment in a new mobile-specific website to capture multi-channel customers. The mobile version provides speedy access and easy navigation as well as enabling users to view pages more easily with less scrolling. Charlotte Murray, digital media manager of JCT600, said: ‘We have seen traffic to our website via mobile phones more than double in the last year. Customers browsing on a mobile while out and about want a different, quicker experience.’

NEW CAR

Seat’s third Toledo on way SPANISH brand Seat has taken the covers off its new Toledo and revealed it’ll be on sale early next year. The new car is the third Seat to wear the Toledo name – and this generation is the sister car to the Skoda Rapid. New Toledo will initially be launched in Spain and Portugal this November, but UK customers will have to wait until 2013. CarDealerMag.co.uk | 19

DASHBOARD.

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

JUNE 18-22 THE head of Nismo promised the firm’s tuned Juke will be the first in a range of hot Nissan models. Mitsubishi announced it will show off its Outlander Plug-in EV at the Paris Motor Show later this year. It’ll mean the Outlander is the first vehicle on sale to be sold with a choice of an internal combustion engine or a plug-in hybrid EV powertrain. Kia’s Sorento SUV will receive a host of significant improvements when the new upgraded model goes on sale later this year. The used van market has plateaued slightly since the market dipped in the April bank holidays, but it still has ‘potential’ says the boss of Shoreham Vehicle Auctions. Two of the UK’s largest dealer groups became SAF Approved – Eastern Western Motor Group and Hartwell. It means 27 of the UK’s biggest 30 dealers are now SAF Approved. Consistent prices of around 97 per cent of CAP Clean were being achieved during May for ex-fleet cars, according to the figures from the Vehicle Remarketing Association. Aston Martin revealed its new flagship model the Vanquish. The car replaces the DBS and sports an all-new look and interior, and a highly revised 6.0-litre V12 engine. It can be ordered as a 2+0 or as a 2+2 and is priced from £189,995. Electric vehicle charge point provider, Elektromotive Limited, will create the UK’s largest pay-as-you-go, ‘open source’ network of public access charging stations for EVs. Their target is 10,000 pay-as-you-go charging points across the UK.

JUNE 25-29 MINI announced its Oxford plant will build a van variant of the Mini Clubman. Called Clubvan, it appears in the autumn and will be the seventh model of the Mini currently in production. Dealer group JCT600 has made a five-figure investment in a new mobile-specific website to capture multi-channel customers. Scores of delighted passengers – both Londoners and visitors to the capital – have been treated to free ‘taxi’ rides in the zero-emission Nissan Leaf. To get a lift, passengers just had to tweet. Hyundai announced its New Generation Santa Fe SUV, which goes on sale in the UK on October 15, will start from £25,495 for the 2.2-litre CRDi Style 2WD model. The Mercedes-Benz A-Class will cost from £18,945 when it is launched in December. Buyers

Clockwise: Renault Clio; Ford Focus RS; Mini Clubvan; and Aston Vanquish

NO FORD FOCUS RS

Story of the month FORD has categorically stated it won’t be producing an RS version of the current Focus model. At the launch of the hot ST variant at Goodwood, product marketing manager for Ford of Britain, Steve Humbles, said: ‘I know there have been a lot of rumours about an RS, but I can state here and now that there won’t be an RS model.’ That news will come as a bitter blow to fast Ford fans, but critics will point to the fact Ford probably wants to shift a few ST models before an RS arrives anyway… Full story p19 will be able to choose from two trim levels. Citroen UK announced the appointment of Martin Hamill as fleet director with effect from July 9, 2012. His appointment follows Andy Wady’s recent decision to take up a new position outside the group. Vehicle purchases on eBay via a smartphone are booming with tech-savvy shoppers spending upwards of £40k on exclusive cars. Motorists’ biggest concern is the cost of fuel new research from auction firm BCA found.

JULY 2-6 SUZUKI revealed its Alto SZ city car will be available for just £5,995 VAT-free until September 30. The UK’s cheapest car now also emits just 99g/km of CO2. Kia launched a new top-of-the-range ‘KX-4’ version of the Sportage that features a higher output turbodiesel engine – a 181bhp 2.0-litre diesel unit – and special equipment such as a parallel parking assist system and an engine start/stop button. To keep it looking fresh, Citroen updated its C5 model. The car features the brand’s new chevron badge, a new body colour, a new alloy wheel design and a new option pack. The Nissan Leaf rewrote the record books at the Goodwood Festival of Speed. Driven by Terry Grant, the car set a new record as the fastest car over a measured mile in reverse. Grant covered the course in 1m 37.02s at an average speed of 55 mph. The average used car value fell by 2.2 per cent in June compared to May, new data from auction firm BCA’s latest Pulse Report showed. Bentley’s half-year results for 2012 showed continued strong growth. Sales were up in every region leading to a global increase of 32 per cent and bringing the British marque’s total customer delivery count to 3,929 cars. [CD] CarDealerMag.co.uk | 21

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FINANCE. CRIME

Finance fraud cases fall by 27 per cent MOTOR finance fraud cases fell by 27 per cent in quarter one 2012 compared with quarter one 2011, according to the latest figures from the FLA. In total, there were 169 recorded cases of motor fraud in quarter one 2012, involving around £2.4m of outstanding finance on the associated cars. Lenders and dealers also stopped 1,687 attempted frauds at the application stage in quarter one 2012, saving the industry more than £20m. ‘First party fraud’ – where a person either hires their car out for profit, or applies for credit on behalf of someone else without informing the finance company, or otherwise misuses their credit account – was the most common type of fraud in quarter one 2012. It accounted for 37.3 per cent of all cases. Selling a car still on finance (known as ‘conversion’ fraud) accounted for 34.3 per cent of cases, and 21.3 per cent of cases were caused by fraudsters lying on their finance application. Paul Harrison, the FLA’s head of motor finance, said: ‘The downward trend in motor fraud reflects the rigorous application of lending criteria by finance companies and the use of the array of anti-fraud tools at their disposal. ‘The motor industry continues to take the fight to fraudsters.’

SAF Approval for two of the UK’s largest dealer groups Eastern Western Motor Group and Hartwell receive allimportant kite-mark

wo of the UK’s largest dealer groups have become SAF Approved. Eastern Western Motor Group and Hartwell are the latest highprofile motor dealers to be awarded the status under the Specialist Automotive Finance (SAF) scheme. The announcement means 27 of the biggest 30 dealers in England and Scotland are now SAF Approved. SAF was introduced by the Finance & Leasing Association (FLA) in 2007 to improve finance knowledge in showrooms and increase customer confidence in their dealer. SAF Approved demonstrates to customers that a business has committed to educate its staff on all of the different finance products available in dealerships. Around 165 staff across 27 Eastern Western showrooms and 14 Hartwell showrooms passed the online SAF competence test in order

‘‘

This shows that we are going the extra mile to make sure customers are getting the best deal.

to achieve the increasingly popular kite-mark. Paul Harrison, head of motor finance at the FLA, said: ‘It’s testament to Eastern Western and Hartwell’s commitment to their customers that they have become SAF Approved. ‘Car buyers across England and Scotland talking finance with these two groups can

expect improved levels of competence and professionalism in those showrooms.’ Douglas Hartley, general manager at Hartwell, said: ‘Our dealers’ dedication to achieve this standard shows that we are going the extra mile to make sure customers are getting the best deal Hartwell can give them.’ Sandy Risk, business development manager at Eastern Western Motor Group, added: ‘We are confident that our commitment to SAF will help us to improve our performance, and more importantly give our customers that extra confidence that they are receiving the best advice available on new and used car purchases.’

Supply chain growth constrained by lack of finance, says SMMT THE growth of automotive supply chain companies is being constrained by restricted access to finance according to a new report published by the Smith Institute, commissioned by the SMMT. ‘With over £5.6bn pledged to the UK during the last 18 months, there is a ‘‘window of opportunity’’ to strengthen the UK supply chain,

creating jobs and prosperity for the long-term,’ said Paul Everitt, SMMT chief executive. ‘A lack of expertise within the finance sector is holding back growth in the UK automotive industry. Vital opportunities for companies to grow and develop their businesses are being hampered, because banks

have not responded quickly enough to the need for local knowledge and sector expertise. There is a unique opportunity to rebuild manufacturing capability and capacity in the UK, but it requires industry, finance and government to shift gear and ensure growth businesses get the financial support they need.’

Valuing Service – Valuing You! First Response Finance is the first choice for the UK’s small to medium sized dealer market. 24 | CarDealerMag.co.uk

..in association with

DEAL FINDER Latest finance deals on hatchbacks SEAT MII SPANISH firm Seat has been absent from the popular city car segment for a number of years now. Its Arosa model proved a hit among buyers, but it disappeared from UK price lists in 2004. Now Seat dealers can tackle the popular segment with the Mii – the Seat version of the Volkswagen Up – and offer customers a tempting finance deal. The Mii SE 1.0-litre 57bhp – which boasts 14-inch alloys, air con, and front electric windows – can be ordered after a Seat UK contribution of £160, an acceptance fee of £125 and no customer deposit.

Forty-one monthly payments of £160 at 8.4 per cent APR follow, and at the end of the agreement there’s an optional final payment of £4,293.24. It brings the total amount payable to £11,198.24.

24 monthly payments of just £79 at 4.9 per cent APR. If customers wish to keep the car, the optional final payment comes to £4,150, bringing the total amount to £8,261,29.

RENAULT TWINGO TO keep it in the game, Renault has treated its Twingo to a make-over with a bold new front-end, new colours and trims. That’s a good thing because, prior to the facelift, the Twingo lacked visual appeal. Whether the new look will spur customers to buy one is another thing, however. But the French firm is trying to win buyers by offering finance on the 1.2-litre Dynamique model, which boasts alloy wheels and Bluetooth. Customers begin the deal by putting down a desposit of £499 after a dealer contribution of £505 and a £99 acceptance

time is money

What is your USP?

FORD KA ITS predecessor was arguably the sector-leader. The Ka’s mix of style and affordable prices based on tried and tested mechanicals won over buyers. However, the second-generation model – which shares its construction with the Fiat 500 – has not had such an easy time of it. The Blue Oval is hoping to draw in punters with attractive finance deals such as this. Available on the 1.0-litre 66bhp Studio model – which features manual windows and steel wheels – customers can put down a deposit of £2,205.29 followed by

Meldrum

fee, and then this is followed by 48 monthly payments of £169 at 8.5 per cent APR. The optional final payment is £3,117 and the total amount comes to £11,976. The car comes with the 4Plus programme.

f your sales staff are unable to tell you what your unique selling points are then how on earth can they possibly communicate that to prospective customers? At a recent team meeting we discussed the importance of ensuring USPs play a big part in all discussions with potential buyers. All too often we fail to mention the one thing that will gain us a new customer purely because we can’t see it making a positive impact on the buying decision. Our assumption is usually based on previous experience with other customers and most certainly has no bearing whatsoever on the current opportunity. At other times it will be a result of us trying to speed things up for the customer because he or she ‘isn’t interested in all that malarkey’. We believe nothing could be further from the truth and that your business deserves to have the best possible chance of making every sale. USPs should be discussed at every opportunity. So, taking my own advice, I want to ensure you know about the free help that’s available when you work in partnership with First Response Finance: Advertising support; point-of-sale material; remarketing assistance; event sponsorship; stock profiling; website design; internal management systems; sales processes; staff training; regular business reviews; enhanced finance earnings; business leads from FRF customers; online application systems; flexible underwriting and the services of our business development managers. Our BDMs are one of our major USPs – their expertise helps dealers to sell more cars, improve business processes, stop wasting money on stock that doesn’t sell, cut advertising costs and make more profit. You can call us anytime if you need advice … we’re here to help.

‘USPs should be discussed at every opportunity.’

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 | 25

dashboard.

Around the world

Spanish brand Seat reveals all-new Toledo hatchback bit.ly/newToledo

MICHIGAN

SAIC Motor, MG’s parent company, has opened a base in the USA to extend its North American operations. Nearly 100 people will be based in SAIC USA’s 30,000 sq. ft. offices in Birmingham, a city in Michigan.

Dealer news from somewhere other than here BRAZIL

Dealerships in Brazil are expecting the national market to shrink this year for the first time in nearly a decade after rising defaults and tighter lending have had their effect on sales. 2003 was the last year the market contracted, but every year since has seen double-digit growth as middle-class Brazilians had access to credit – making Brazil the world’s fourth largest car market.

26 | CarDealerMag.co.uk

DUBAI JEDDAH

The McLaren showroom, part of Al Ghassan Motors’ new retail complex in the sophisticated residential and shopping district of Tahliah Street, is the fourth McLaren showroom in the Middle East. Inside it features the new MP4-12C and the 1998 Formula One championship-winning McLaren MP4/13 racing car.

CHINA

Kia Motors Corporation and its Chinese subsidiary, Dongfeng Yueda Kia Motor Co. Ltd., has held the groundbreaking ceremony for its third plant in the Yancheng Economic Development Zone, officially signalling the start of construction of the car maker’s newest state-of-the art manufacturing facility. The plant, which will boast an annual capacity of 300,000 Chinaspecific vehicles when completed in 2014, is an aggressive move by Kia to further strengthen its presence in China.

Al Nabooda Automobiles is to invest £156m in 10 new dealerships for its premium car franchises over the next two years. The firm is sole distributor of Audi, Porsche and Volkswagen in Dubai and the northern Emirates. Al Nabooda’s Audi new car dealership in Dubai will be completed in September at a cost of £20m, and will be the largest Audi dealership in the world.

Tw o m o r e r e a s o n s t o j o i n u s

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Instant notifications sent to Service and Parts V H C p r o g r e s s v i s i b l e i n y o u r Wo r k I n P r o g r e s s s c r e e n Being Android allows you to choose your own devices Up-sell using menu pricing and ICME standard repair times Customers automatically reminded of future work via SMS & e-mail C u s t o m e r ’s V H C r e p o r t s t o r e d w i t h t h e j o b s h e e t a n d v e h i c l e r e c o r d Up-sell items can be added to the job in just one click Unsold up-sell items remain as estimates in your DMS N o d o u b l e e n t r y, n o l o s s o f d a t a a n d c o m p l e t e i n t e g r a t i o n Scan for eVHC Demo

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big mike.

All Big Mike’s columns are on our website. Enjoy here bit.ly/bigmike

A broken radio and a rather shocking find in an old Peugeot

ne day, I’m going to write a book called Confessions of a Car Dealer. We are, after all, privy to our customers’ deepest and darkest secrets. Why? Because your car is like the back of your sofa. It eats things, and only spits them back out when it’s ready. Every time my lad, Jason, gives a car a valet for me, he finds all manner of things. He was pretty much a boy when I took him on, but having spat and polished countless ex-sales rep Vectras, he’s now very much a man of the world. Most people remember to empty the door bins and glovebox when they get rid of their cars, but very few seem to be as diligent when it comes to removing their private DVD collection or ‘gentlemen’s literature’ from the spare wheel well – which in my experience is the commonest hiding place! All very well until your wife borrows the car and gets a puncture (remember that, lads…). Used condoms under back seats are also a frequent (and foul) find, though these are occasionally offset by the odd used note that’s slipped from a careless passenger’s pocket. In my office, in that little locker just behind the tow hitch, I have all manner of kids’ toys, mobile phone chargers and sat nav mounts, along with hair bobbles, fag lighters and A to Zs of practically every town in Britain – all part of the detritus I end up taking in part-exchange… But the other week, I had a quite astonishing find… A young lad chopped in a Peugeot 106 against a big black BMW with a small engine – a fairly common occurrence for a 21-year old who has just ticked over onto reasonably affordable insurance policies, and has a severe lack of imagination. So, imagine my surprise when he rocked up on my lot to try to buy it back. He didn’t have a problem with the BMW, but he did seem pretty desperate. I’d given six hundred quid for it in PX, and it had a £500 mark-up on the windscreen (after all, you may as well give it a go).

Big

mike Our man on the inside spills the beans on the car business...

So I told him straight that if he really did want it back, he’d have to factor in my overheads – a full valet, ‘storage’, the fact it was taking up space on my lot I could have given to something worth four times as much. He didn’t even challenge me – just pulled a wad of twenties out of his jeans pocket, and gave me the sticker price. Somewhat puzzled by his act of randomness, I consulted Jason, who had valeted the car. ‘Any idea why that weird young fella handed me a wad of notes to get his old Peugeot back?’ I asked him. Jason, bless him, isn’t the sharpest tool in the box.

‘Imagine my surprise when he rocked up on my lot to try to buy it back...’ ‘Maybe it’s because he knew I’d mended the radio,’ he replied. ‘It wasn’t working when it came in, so I pulled it out and rewired it, and now it’s working again. It didn’t help that there was a big bag of powder stuffed behind it, no idea why…’ Suddenly the penny dropped, and I scuttled off for a sniff round the office’s storage box. There, behind the gas cylinder, was a bag of Charlie that had a street value of about 10 Peugeot 106s. Despite the obvious temptation to make my best profit ever, I did the decent thing. I kept the money for the Peugeot and got Jason to run the valuable package down to the cop shop, along with the guy’s address. I don’t know which would have funnier – the look on his face when the rozzers knocked on his door, or when he got home and removed the radio. Either way, I doubt he’ll be buying another car off me for a few years, or from anyone else for that matter!

Who is Big Mike?

Well, that would be telling. What we do know is he’s had 30 years in the car trade and picked up some seriously funny tales along the way. CarDealerMag.co.uk | 29

helpdesk.

Ask Lawgistics: The top This month, Lawgistics give the answers to the most common legal questions they are asked. Join Car Dealer Club for £39.99 a year to get advice like this

ar Dealer Club’s team of lawyers deal with hundreds of queries every month. Here we’ve quizzed them on the most common and found out exactly how they can help you and your team deal with them. Members get free access to legal advice like this whenever they need it for an annual subscription of just £39.99. 1. How do I begin a redundancy process? Never rush into a decision to make someone redundant – it could be a costly mistake! Plan out the full process, following these steps: 1. Select your pool. This will usually be a whole department, or all staff who perform one particular function. Meet with the entire pool to inform them that you are having a period of consultation. 2. Set up individual meetings with all involved to discuss the selection criteria and ask for feedback as to how they feel areas could be improved without having to make any redundancies. You will want to be seen to be looking for all alternatives before making redundancies. 3. Work through your selection criteria and make your assessment. 4. Inform the relevant personnel of your decision. So often companies are taken to tribunal and lose because the correct procedure was not followed, regardless of how justifiable the selection was. Also make sure you keep clear channels of communication going with your staff during this time, and confirm everything that is said in writing to avoid any miscommunication. This is time-consuming but might save a lot of aggravation at a later date. 2. What are my customer’s rights under the Sale of Goods Act? A private customer’s rights can take two routes when something goes wrong with the car they have purchased. Firstly, if it’s a significant problem that has been notified to the dealer shortly after purchase or shortly after having the chance to check the car then the customer can ‘reject’ the car, ie give it back and get a full refund. There is no requirement to allow the dealer to try a repair. Secondly, if the customer 30 | CarDealerMag.co.uk

‘‘

does not choose the ‘rejection’ route as above, and the problem arises within six months from the date of sale (although always challengeable as to whether it is a defect by the dealer) then they can require repair or replacement of the car, unless it is impossible or disproportionate to the alternative (repair/replacement) or disproportionate to a reduction in purchase price or giving all the money back. The dealer’s responsibility in the case of repair/replacement is to carry it out within a reasonable time and without significant inconvenience and at no cost. If this isn’t the case then the buyer can require a reduction in purchase price (money back) or a full refund. With all of these possibilities it is always prudent to fully check out customer complaints before agreeing to any of the remedies. 3. Why do I need a contract of employment? This is the most important document that you should have for each member of staff. Regardless of how or why they work for you, family, friends, friends of friends, they must all have a contract. Firstly because it is a legal requirement that must be given to an employee within the first eight weeks of employment. Secondly because it encompasses all your rights against your employees. So often we have cases where no contract has been signed by an employee and the employer wishes to impose on that employee a term, such as deducting from wages when an employee makes a mistake or breaks an item of equipment. However with no contract, such a term cannot be enforced as the employer has not agreed to it prior to entering into the employment relationship.

If you miss them it can lead to the customer having three months and seven days to cancel with no good reason.

4. The parts are not covered by a warranty so why is my customer still trying to make a claim? Warranties, by which we mean a separate agreement with terms and conditions, usually in a booklet, for dealing with breakdowns, are very much a part of most motor dealers’ sales aids. Customers feel much more confident with a vehicle purchase if they have a warranty booklet to hand whereby they can activate a claim in the event of a breakdown. However, one misunderstanding that seems to arise quite often is that dealers feel they can impose time limits on their liability to a customer for faults arising purely

on what they allow on a warranty. The reality of course is that, whilst you can and must set a time limit on the warranty which is a standalone mini contract, the customer will still have the rights under Sale of Goods legislation under which (theoretically) they can pursue a claim for up to six years from the date of sale. In practice, six years is invariably way too long purely on the basis that to gather evidence that the vehicle was not of satisfactory quality six years ago when it was sold, is nigh on impossible. A warranty can only ever add to a customer’s basic statutory rights, not take them away. There are some mixed feelings about warranties, mainly depending on who has the authority to say yes or no to a repair proceeding and what the level of payout is. In some cases, the warranty is essentially an insurance policy and there can be a perception that insurance companies will look for the smallest loophole to avoid making payment. 5. How much information about a car I am selling must be disclosed to a customer? The legal liabilities of motor dealers have changed significantly since the introduction of the Consumer Protection from Unfair Trading Regulations 2008 (the CPRs) which is a piece of criminal law (not civil) and for the first time placed a duty on dealers to disclose certain details. Under the CPRs not only is it illegal to give false or deceptive descriptions but also to leave out important information that is likely to harm or harms ‘the economic interests of the average consumer’. So, if you are aware a vehicle has been a Category D write off this can have a bearing on the money someone would pay you for a car and so it must be disclosed. If a car has been submerged in water, it can have a bearing on its value, so the same applies. Remember, to avoid giving important information is a criminal offence, for which you can be fined by Trading Standards. 6. What is meant by a ‘Trade Sale’ and how do I go about selling vehicles this way? It is a common grey area, as to what constitutes a ‘trade sale’. Trade sales can only be made to persons who are not a consumer. The Unfair Contract Terms Act defines a consumer as someone who ‘neither makes the contract in the course of a business nor holds himself out as doing so’. Therefore anyone who falls outside of this definition will be a trader. As such only if a purchaser of the vehicle is

Join Car Dealer Club by visiting CarDealerClub.com Members get free legal advice worth £199 for a £39.99 annual subscription

legal queries all you can to check the condition of the vehicle before you bid. You will have rights as regards misdescriptions but this will be the limit of your protection when buying. 9. What are my liabilities under the Distance Selling Regulations? The key decision is whether you are going to go with ‘distance sales’ or not. A sale is a distance sale if you and the buyer make a contract without face-to-face negotiation. So, if at a point, eg when the customer pays a deposit, and from that point you would want to take action if he/she does not buy and he/she would equally want to take action if you don’t sell, then there you have a distance sale. There are several requirements which, if you miss, can lead to the customer having three months and seven days to cancel with no good reason but they have changed their mind. That’s a lot of free motoring! If you take the view that you don’t want to go down the distance selling route then, if you carry out negotiations ‘at a distance’, you need to make it clear, particularly if taking a holding deposit, that the customer and you are not committing to a contract of sale. Also, as in all cases, put it in writing at that point so there can be no doubt.

a business, or purchasing a vehicle for business purposes, can the sale be classed as a trade sale. Find out from the prospective buyer if they intend to purchase the vehicle under a company name. If they are buying it as an individual but intend to use it for business purchase this will not be classed as a trade sale. Secondly protect yourself by using a trade sale invoice, specifically making the purchaser aware that they are purchasing the vehicle under these terms. The invoice should have a clear description of what is meant by a trade sale and a disclaimer, symbolising the purchaser’s agreement that they are eligible for a trade sale. 7. I don’t like issuing disciplinaries to staff for minor matters, but would this affect me at a later date when I want to dismiss them for consistent poor performance? In short, yes. Minor mistakes are made every day, and while there has to be a balance in the way you approach things, if a minor incident causes

some negative consequence, it should be dealt with via a formal disciplinary action. You can give as many verbal or written warnings as you like. They will stand you in good stead should one day that employee overstep the mark. 8. Where do I stand with a vehicle I purchased from auction that is not of satisfactory quality? Auctions are widely used by motor dealers to buy and sell cars. The benefit, if you are selling, and the drawback if you are buying, is that the buyer’s rights do not extend to normal consumer’s Sale of Goods rights of satisfactory quality/fitness for purpose (unless the buyer is a private buyer). We therefore have to go back to the phrase ‘buyer beware’. The reality is that you must do

10. I want an apprentice, but do they have additional rights to other employees? As an employer, you will be bound by a formal training agreement with the college or training provider. This differs from the terms you would have with your other employees. This training agreement might insist upon the inclusion of certain information into the apprentice’s contract of employment, as all apprentices must be issued with a contract of employment. The employment contract must include their start and end date, rate of pay (showing any increases due dependent on their age), working times, any probationary period prior to the start of the apprenticeship, and finally, terms for terminating the contract for both sides. Be sure that the contract is only for a fixed term, which terminates at the end of the training period. Should you wish to employee them after this period, they will need to sign a new contract.

Let Lawgistics help you To get advice like this (worth £199) join Car Dealer Club for just £39.99 per year. Sign up at CarDealerClub.com CarDealerMag.co.uk | 31

forecourt.

Lance Bradley

Mitsubishi hasn’t launched a new car for more than two years. The firm’s UK boss tells James Baggott why the new Outlander has been worth the wait What does Outlander really mean to the dealers? It’s an important car for the dealers. Any car that increases our volume is important, and this one, because it’s more refined and has more features, will open it up to parts of the market we’ve not been in before. We sold around 2,500 of the last Outlander per year, this one we think can do 4,000. That makes it very interesting for dealers. After the pick up (7-8,000 annually), it will sell as many as the ASX and new global small car every year. Is the fact there’s no longer a Peugeot Citroen version of it a bonus for dealers? I think the reality was it wasn’t really competition. We outsold Peugeot and Citroen put together with the old model. People certainly trust us as a 4x4 manufacturer and the public are not stupid. They knew it was a Mitsubishi behind the badge. When it arrives are there any launch plans? We are developing those plans at the moment. There will be work to do as there are new features like collision avoidance and lane departure warnings and adaptive cruise which will need to be explained. Everything on this car has been done for a reason – it really is an engineers’ car – so we will need the dealers to explain that. Customers will need to know things like the front grille is smooth not slatted because it aids fuel consumption because of improved aerodynamics. It’s about how dealers explain these engineering advances so customers know they are a benefit to them. In the grand scheme of things, how important is new Outlander compared to other models coming up? It is very important. It’s the first new car since ASX which was two years ago so dealers rightly like new product. And when you have new product that will jointly become your second best seller, then it’s very important. What does Mitsubishi as a brand stand for now? We are a niche manufacturer and cater for people who want something a little bit different. And of course we specialise in four wheel drive, with 70 per cent of the vehicles we sell being 4x4s. That is what we are famous for. But we also have small passenger cars and the new one at the end of the year will cater for those that don’t need a 4x4. You have to be in the B segment market, partly because it enables you to increase volume, but also practically because of pan-European emissions requirements. Smaller cars help you meet those targets that are harder when you sell predominately four wheel drive cars. 32 | CarDealerMag.co.uk

Can this new global small car compete in what is one of the toughest segments out there? Well, we are already in it with Colt. We are looking at doing maybe 4,000 of the global small which is a very small market. Our new model will offer customers, who want something a little bit different, an option. I’ve driven it and it’s a really good little car. The first time I drove it I was genuinely surprised at how good it was. We just need to sort the name out as the one we want to use (Mirage) is currently under trademark with another car firm, but we’re confident it will be resolved before Paris. What are your thoughts on the UK market in general at the moment? It’s OK. I think everyone expects a very good deal, and not just in the car market. They want a good deal on everything. Consumers expect that. There’s quite a high level of activity from some manufacturers in terms of deals and preregistrations which we generally don’t compete in. To some extent those stories of the market being up may be a little out of kilter with what is really happening with the shopping market. It’s tough, we’re in a recession and people are watching what they are spending. The car market is holding up as well as can be expected. What about your dealer network size? Are you looking for any more? Not really. We are looking to increase the volume we get through the current dealer network though. But having said

that we do need representation in certain parts of the country still. We’ve had about a dozen dealers leave and a dozen dealers join and that’s fairly typical for us. The network is at 111 now but we have open points in Liverpool and Manchester. What are your ambitions in the UK? A profitable dealer network. They are still profitable on average but it’s not as good as it was last year and I’m not happy with that. It’s always the number one thing we talk about and we need to get more volume through the network to improve that. They’re at less than one per cent return on sales and we are aiming for an average of two per cent. There are not many franchises that achieve that, but we want to. We can get there, but we need more volume. What are you most excited about when it comes to the brand? Absolutely no question, it’s the new products. First it’s this Outlander, then the global small, then in the middle of next year the plug-in hybrid of this car which will be the first of a raft of hybrids which could transform the franchise. I know that’s a bold thing to say but these are cars where the prototypes are doing 140mpg. These are not hybrids like you get at the moment when in the real world you only get 40mpg, these are doing 140. That’s a game changer. The plug- in hybrids that we have coming will give us a very distinct offering for people. It will be very significant. Meet our new long-termer, p80

in association with KIT

For buyers looking for a practical 4x4, an extra set of seats that fold flat into the boot floor, will be a bonus.

STYLING

It’s not exactly the most dramatic in the looks department but many styling touches are there to improve economy, like the flat grille.

Mitsubishi Outlander

ENGINE

There’s no choice of engines on the new Outlander – currently it’s a 2.2-litre diesel or nothing! A plug-in hybrid will follow.

Car Dealer has secured an early drive of the new Outlander which is due in showrooms in November. James Baggott reports What is it? New Mitsubishis don’t come along very often, so this all new Outlander is much anticipated by the firm’s 111-strong dealer network. The maker has dumped Peugeot/Citroen, who sold a version of the previous generation model, and is now going it alone. Designed from the ground up to cater for forthcoming plug-in hybrid technology, the new model looks and feels more grown up and is impressively refined.

What’s under the bonnet? In the UK, the Outlander will only be offered with a 2.2-litre diesel engine and 4WD. The power plant is barely audible inside (but it’s a little clattery outside). When it arrives, the maker hopes it’ll emit under 130g/km (down from 165g/km). It’s powerful enough on the road too, producing 148bhp. Top speed is around 125mph and it’ll crack 60mph in under 10s (9.7s est). The maker hasn’t ruled out bringing in the

petrol, but it will depend on demand. Buyers can choose between manual and auto six-speed boxes.

little body roll in corners. The steering is a little numb, but the manual box was pleasant to use.

What’s the spec like?

What do the press think of it?

Well, that’s not completely finalised yet, but our test model came with a variety of kit. First up is a much-improved multimedia and sat nav system. Although not perfect it’s far better than before. There’s an electronic tailgate, adaptive cruise control, anti-collision system and lane departure warnings. Mitsubishi is still deciding what will come as standard but expect a higher specification than current models for a little more cash.

What’s it like to drive? Really rather good. The manufacturer is quick to point out this is an ‘engineer’s car’ and what they mean is refinement and economy have been high on the agenda. That means it’s not exactly a stunner, but functional. On the road the diesel lump is responsive and gutsy, and there is

Autocar were impressed saying: ‘It is decent to drive, comfortable and refined but crucially lacks that emotional spark. Roll on the plug-in hybrid.’ While What Car? added: ‘The new Outlander won’t win any prizes for its dynamics but it’s decent enough to drive. With all its space it will be a tempting choice for families.’

What do we think of it? It’s clear fit and finish was high on the agenda for the new Outlander team. Prices have yet to be announced but we’re told it will be slightly more than the current model. The new seven seat layout with easily extendable rear seats in the boot make the new model an attractive proposition for the money. If only it looked a little more exciting.

the knowledge Model: Mitsubishi Outlander Price: From £24,995 (est) Engine: 2.2-litre, diesel Power: 148bhp, 380Nm Max speed: 125mph (est) 0-60mph: 9.7 (est) MPG (comb’d): 50.4 Emissions: 130g/km (est) Residual values (three years): tbc

target buyers: 4x4 buyers who need the option of an extra two seats.

the rivals: Land Rover Freelander, Kia Sportage, Toyota Rav4

Key Selling Points: 1. It’s been designed with efficiency in mind from outset. 2. Third row of seats offers added flexibility. 3. More refined than before.

Deal Clincher: It’s more economical and refined than ever. Monthly AutoTrader.co.uk searches: 89,951 CarDealerMag.co.uk | 33

forecourt. INSIDE

Lower positioned sports seats and VXR badges remind the driver that this is a performance car.

PERFORMANCE

STYLING

Big power and torque, coupled with a trick and efficient LSD make the VXR a serious weapon.

Sleek coupe profile disguises decent headroom in the rear. Lower ride height and optional 19-inch alloys add to the aggressive look.

Vauxhall Astra VXR It’s not just Ford who’ve updated their hot hatch contender Vauxhall has been busy too. Duncan Chappell reports What is it?

What’s the spec like?

Vauxhall’s answer to the calls of the mid-thirties boy racer. This is the second attempt to quash the efforts of the Focus ST, Golf GTI and Megane RS. The first, in 2005, was a little on the scary side and was slated for handling issues. Vauxhall hope that this new one will be a different animal altogether, and it really is an animal!

Rather than fill the car with sat-nav, bluetooth and a big stereo as standard, Vauxhall have fitted an LSD and massive Brembo brakes developed especially for the car. This is a real driver’s car, and if the buyer wants the techno stuff, they have to pay for it. All the usual suspects are available, CD/MP3, USB connection and sat-nav, etc., but at a price.

What’s under the bonnet?

What’s it like to drive?

An inline four-cylinder turbo-charged two-litre. The same as in the previous model, but now developing 276bhp and 400Nm torque. Critics would perhaps think that the 240bhp in the mkV was too much for the front wheels, so adding more power would be a bad idea. But the mkVI has some trick new developments. Most noticeable is the limited slip diff and Vauxhall’s adaptive FlexiRide damping system. It is a cracking mix of power and poise.

This is what the car is for, driving. The LSD makes each corner a joy – where the old VXR would understeer, the new one simply grips with the more power you apply. It is a more subdued experience, however, the car feels bigger and more comfortable. It is easier to live with, not such a go-kart ride as the old car. It is far from boring though, for the focused driver, it is fantastic. The rate in which it shoots towards the horizon is beyond the reach of its rivals.

34 | CarDealerMag.co.uk

What do the press think of it? Car Magazine says ‘the Astra GTC suggested the VXR could be epic. Generally it is, with an astonishingly competent chassis that indulges huge point-to-point speed’. However, it also says ‘it’s not class-leading’. Auto Express concluded ‘this is the best VXR model that Vauxhall has ever produced – and a genuine contender for a place at the top of this class’.

What do we think of it? The hot hatch sector is more competitive than ever. Ford, Volkswagen, Renault and Vauxhall are all at the top of their game. It’s down to badge loyalty which one will sell the most. But for now, it is the Astra VXR that has taken the game to another level. This is not a hot-hatch anymore, it is a super-hot-hatch with real world pace and handling to rival cars three times the price. Speaking of price, £30k for an Astra? Really?

the knowledge Model: Vauxhall Astra VXR Price: £29,535 Engine: 2.0 litre Turbo Power: 276bhp, 400Nm Max speed: 155mph 0-60mph: 5.9s MPG (comb’d): 34.9 Emissions: 189g/km Residual values (three years): tbc

target buyers: The 25-40 year olds that want the latest and greatest hot-hatch. VXR loyals.

the rivals: Ford Focus ST, Renaultsport Megane 265, VW Golf GTI.

Key Selling Points: 1. Huge performance. 2. Neat styling and high quality materials. 3. Everyday usability.

Deal Clincher: The fastest hot-hatch money can buy. Monthly AutoTrader.co.uk searches: 2,327,295

in association with the knowledge Model: Ford Focus ST Price: From £21,995 Engine: 2.0-litre, turbo petrol Power: 247bhp, 250Nm Max speed: 154mph 0-60mph: 6.5s MPG (comb’d): 39 Emissions: 169g/km Residual values (three years): tbc

target buyers: Previous Focus ST owners, and owners of rivals such as Golf GTI.

the rivals: Renaultsport Megane 265, Astra VXR, VW Golf GTI.

Key Selling Points:

1. Sporty interior with the supportive Recaro seats. 2. Responsive steering, and grippy chassis. 3. More efficient, yet more powerful than old Focus ST.

Deal Clincher: Almost £3k cheaper than VW’s Golf GTI. Monthly AutoTrader.co.uk searches: 2,747,284

CABIN

Interior changes include a unique steering wheel, gearshift, pedals and supportive Recaro seats.

The last Ford Focus ST shifted 35,000 units. Can the new car improve on that? Martyn Collins has driven it What is it?

What’s the spec like?

Ford’s rival to the just launched Vauxhall Astra VXR and the established Renaultsport Megane 265 and Volkswagen Golf GTI. With production of another fast Focus RS uncertain, the new ST could be the hottest current generation Focus available and this time it is serious about taking the Golf GTI’s scalp as top hot hatch. It is also Ford’s first global performance car and will be sold in 40 countries.

Available to order now, in 1, 2 and 3 specifications. ST1 has supportive, colour-coded Recaro seats, the ST2 adds part-leather upholstery, dualzone climate control and auto lights and wipers. Range-topping ST3 versions have power, heated leather seats, bi-xenon headlights, rear parking sensors and keyless entry. Prices start from £21,995 for the ST1 and rise to £25,495 for the ST3 with first deliveries expected in September.

What do the press think of it?

What’s under the bonnet?

What’s it like to drive?

What do we think of it?

The ST might have dropped a cylinder, being a four-cylinder rather than the previous five, but there’s certainly no lack of performance and a clever sound symposer makes you think otherwise. The turbocharged 2.0-litre Ecoboost has 10 per cent more power, with a higher 154mph top speed and increased 250Nm of torque. Acceleration to 62mph comes up in just 6.5 seconds.

There’s excellent steering feel for starters, yet the ST still feels agile and amazes by how much power can be carried through corners. One word of warning though, should the systems intervene, it can feel artificial. Considering the ST is supposed to be a hot hatch, its ride is surprisingly accomplished. Dynamically, the new estate is equal to the hatch.

We think the Focus ST could potentially be the Golf GTI beater that Ford hopes it will be. Potentially, as it is as easy to drive, live with and as practical as the standard hatch and estate – the ST now offers a sharper driving experience. This means, that on the right road, this fast Ford has the power to entertain like nothing else in this class.

Auto Express said that: ‘At a price that’s far cheaper than its main rivals but with driving dynamics that have the measure of the best in class, the Focus ST has the makings of a classic fast Ford’. Autocar concluded: ‘If you want a well-rounded hot hatchback, friendly in everyday use but capable of entertaining on the right roads, the Focus ST stands comparison with the best, no question’.

Ford Focus ST LOOKS

The ST model is unique with a more aggressive body styling kit and 18-inch alloys.

DRIVING

A torque steer compensator and three-mode ESP system means it drives like a more refined version of the old Focus RS. CarDealerMag.co.uk | 35

forecourt. the knowledge Model: Fiat Punto TwinAir Price: £12,100 Engine: 0.9-litre, petrol. Power: 83bhp, 145Nm Max speed: 107mph 0-60mph: 12.7s MPG (comb’d): 67.3 Emissions: 98g/km Residual values (three years): tbc

target buyers: Thrifty hatchback fans.

the rivals: Ford Fiesta ECOnetic, VW Polo BlueMotion.

Fiat Punto TwinAir

Fiat hope their clever TwinAir engine will generate renewed interest in their supermini. Martyn Collins takes a look What is it? Basically a new version of the recently face-lifted Punto, fitted with the TwinAir turbocharged twocylinder engine.

What’s under the bonnet? What’s it like to drive?

1. Ingenious engine. 2. Composed, refined ride. 3. Spacious interior and boot.

The award-winning turbocharged, two-cylinder engine with 83bhp. A dual-mass flywheel and balancing countershaft, plus six-speed manual transmission bring added refinement.

Deal Clincher:

What’s the spec like?

What do the press think of it?

Key Selling Points:

Dealers are offering £1,000 off, £1,090 of extras in a Brio pack or reduced rate finance. Monthly AutoTrader.co.uk searches: 364,048

Priced at £12,100, the TwinAir is a model in its own right. It looks sharp with its unique 15-inch alloys, gloss black mirrors and door pillars, plus the special interior trim.

the move that’s all forgotten’. Autocar concluded: ‘More often than not, the Too much body roll and a rubbery aged supermini feels like a model too gear change spoil the fun, but the ride far for Fiat’s diminutive engine.’ is surprisingly composed.

Auto Express said that: ‘At start-up you do wonder if it will deliver. The noise that penetrates the cabin is unlike any other supermini, but on

What do we think? If you’re after cheaper tax and a congestion charge free alternative to the Ford Fiesta ECOnetic or the Volkswagen Polo BlueMotion, the Punto TwinAir is definitely worth a look.

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VW Golf Cabriolet

the knowledge

Volkswagen has hacked the roof off its conservative Golf to give customers a retro cabriolet. James Batchelor reports What is it?

the supension is more firmly set-up, the ride is composed and perfectly acceptable.

After a nine-year absence, the classic Volkswagen Golf Cabriolet is back. The drop-top Golf sits alongside the folding metal-roofed Eos, and its fabric roof lowers in a speedy 9.5s.

What do the press think? Telegraph Motoring said: ‘Just the job for Le Promenade des Anglais’, while Autocar concluded: ‘It’s well built, fairly rapid and economical to boot.’

What’s under the bonnet? Five engines are on offer in the Golf Cabrio. For petrol there’s a choice of a 103bhp 1.2-litre, a 119bhp and 157bhp 1.4-litre and a 207bhp 2.0-litre. A 103bhp 1.6-litre and a 137bhp 2.0-litre both with BlueMotion technology make up the diesel choices.

What’s the spec like? The range kicks off with the 1.2-litre S at £20,890 which boasts 16-inch alloys and air con, and rises to £30,610 for

the newly introduced GTI DSG model.

What’s it like to drive? Unsurprisingly it drives much like the Golf hatchback. But customers shouldn’t expect a sports car-like experience – nose-on understeer and light steering feature. However, it’s pleasurable to drive and although

What do we think of it? We’re pleased the Golf Cabriolet has returned to VW dealerships as it fulfils a classic position in the VW range. But with the Eos and a high possibility of a new Beetle cabrio, dealers will have their work cut out to sell the benefits of this classy Golf.

Model: VW Golf Cabriolet SE Price: £24,820 (tested) Engine: 2.0-litre, diesel Power: 137bhp, 320Nm Max speed: 131mph 0-60mph: 9.6s MPG (comb’d): 62.8 Emissions: 119g/km Residual values (three years): 45.5 per cent

target buyers: Private buyers who want a classic convertible.

the rivals: Audi A3 Cabriolet, Peugeot 308 CC, Renault Megane CC

Key Selling Points: 1. Large range of engines 2. Quality interior from hatch 3. Well-made Webasto roof

Deal Clincher: Few cabrios have such a classic, classy image Monthly AutoTrader.co.uk searches: 3,764,807

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JAMES

ELOR

BATCH

e’re on a roll. The first quarter of 2012 saw Britain exporting more cars than it imported for the first time since 1976. More than 80 per cent of cars built here are exported to 150 countries worldwide; UK car manufacturing in May hit the highest levels of output for eight years with year-to-date figures up 17.3 per cent; and a string of UK-based car manufacturers have announced more jobs for British workers since the beginning of the year. And, if that’s not enough, continued investment by the government and car makers will see a raft of new global models produced in UK factories over the coming years, strengthening an already

colourful and world-class patchwork quilt of car manufacturing in the United Kingdom. But the headline figure of the lowest car trade deficit since 1976 is also symbolic of how Britain’s car industry has changed. Thirty six years ago, the British car industry could not have looked any more different from today’s if it tried. That hot summer of 1976 saw more than £20m-worth of vehicles lost due to striking workers at British Leyland factories – resulting in 45,000 men being laid off – and imported cars held a 37.9 per cent share of the domestic market. It was a situation that spurred the then-industry secretary to call the situation ‘intolerable’ a year later. Japanese car makers

were also moving into Britain bringing with them the more efficient ‘just in time’ production methods, and once-respected British car names were being axed forever. In true Car Dealer style we wanted to celebrate UK car manufacturing’s new-found vigour by taking four important British-built cars to France for our very own trade mission. From Halewood is the Land Rover Freelander 2, the Astra from Vauxhall’s recently-saved Ellesmere Port, and a Sunderland duo in the shape of a Juke and Qashqai from Nissan. The mission? To promote British workmanship and rid the French of a dozen boxes of vino and half-ahundred weight of Camembert. Cheesy.

CarDealerMag.co.uk | 39

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ueuing. It’s what the British do best. Rows upon rows of grey, silver, black and white cars and cream coaches all obediently lining up in the vast waiting areas at Dover for a P&O ferry bound for the continent. We’re in convoy and have found ourselves at the very front of this collection of British holiday-makers desperate to catch a bit of French sun. It’s a convoy headed up by me in a silver Land Rover Freelander 2. Just behind it’s Duncan in a white Vauxhall Astra, and bringing up the rear are Natasha in a Nissan Juke finished in white, and Jade in a mid-grey Nissan Qashqai. They’re all British and were some of the UK’s most popular cars last year, lining the pockets of their British workforce and families who screwed every bolt together, and provided thousands of people with a brand new lump of metal on their drives so they could brag to their neighbours. Despite their importance, however, the holidaymakers wouldn’t know any better. As far as the coach-load of pensioners with their suitcases bulging with Tetley and Heinz Salad Cream are concerned, these cars are not from car companies that claim to be British in the same way Stephen Fry could. And for the families in their estate cars with badly affixed headlamp deflectors, these cars are just common-place – suitable for a life dished out to them by mothers, babies and bags of shopping. FREELANDER The Freelander is probably the one that most people would call British even though they know its parent is the Indian firm Tata and was originally launched under Ford’s wing. That’s because the name Land Rover emanates heart-warming images of the great outdoors but conducted with elegance and style. This lifestyle image is of course the clever work of Land Rover’s marketing department who have nurtured it from the introduction of the Range Rover in the 1970s. It’s a far cry from the original Land Rover’s agricultural purposes, but one that has resulted in all its products being lapped up by customers worldwide. It is the Range Rover – the firm’s most expensive, poshest, but no less capable off-road model – that was the fifth most popular UK-built car in 2011 with just over 85,000 produced. It’s to the Range Rover the Land Rover Freelander can be partly thankful to. That image of an adept off-road car wrapped up with British elegance has filtered down to the firm’s smallest model. Originally launched in 1997 the car has won over buyers with its mix of SUV style and goanywhere abilities. The car stepped-up a gear in terms of quality and desirability in 2006 with the launch of the Freelander 2 and since then the car has become the leader in the dual purpose sector. It currently holds an eight per cent market share thanks to 13,000 UK buyers last year, and around 70 per cent of them are exported. The Freelander’s home – the Halewood manufacturing facility in Merseyside – is a 40 | CarDealerMag.co.uk

worthy example of Britain being on a roll, too. The factory is currently marking its 50th anniversary – and it’s fair to say the plant’s future has never looked so good. That’s because workers recently celebrated building the 300,000th Freelander 2 there and thanks to continued demand for Halewood’s Range Rover Evoque and Land Rover Freelander, Jaguar Land Rover will invest an additional £1bn with UK suppliers to support demand. Halewood, however, is just one small part of Jaguar Land Rover’s current success in the UK. Along with the Merseyside operation, there’s Solihul. It’s been part of the Land Rover story for the last 60 years and has recently celebrated the no-small feat of building the one millionth Land Rover Discovery. For JLR, at least, the future looks promising. Such strong demand worldwide for products bearing the green oval means the company has

increased the value of UK supply contracts by £1bn, in addition to the £2bn supply contracts it awarded to more than 40 UK suppliers in March 2011. And this summer will see a brand new logistics facility open in Ellesmere Port too, once again, supporting both Freelander 2 and Range Rover Evoque. ASTRA FOUR hours on from our crossing to Calais, our British train has trundled into the fortified town of Vouvant. It’s here where many a British holiday-maker stops off on their travels through the Vendee region due largely to its typically French buildings, its Romanesque church and its derelict castle. It also holds that much vaunted title of being just one of 155 villages in France to be listed as ‘most beautiful’. As a consequence it’s a home to a number of artists in residence. On our visit to the village, however, we see

Halewood The Halewood manufacturing facility in Merseyside was built in 1962 by Ford and the first car – a green Ford Anglia – rolled off the production line a year later. The 300-acre site cost £30m to build and was originally designed to employ 9,000 workers – but Ford announced that the factory would lose the contract to build the Ford Escort in 1997 and 1,300 workers lost their jobs. The factory then won the contract to build the Jaguar X-Type in 1998, and now employs 4,000 people. Freelander 2 production arrived in 2005, and 1,500 jobs were created for Range Rover Evoque production in 2010. This year saw 1,000 new jobs added due to demand for the Freelander 2 and Evoque, and the 300,000th Freelander 2 was produced in May. Halewood workers can build a car every 70 seconds and the plant is currently celebrating its 50th anniversary.

no artists. It’s a quiet Monday afternoon with the sun casting long shadows down the streets festooned with rusting Renaults, and the French are hibernating. But the Astra fits right in here. That’s because the French like them in the same way the British do, and among the decrepit French machinery, there’s a strong band of Astras in the town square. Though they wear an Opel badge, it’s a safe bet that Vouvant residents’ Astras have trickled out of Ellesmere Port – the place that proudly bears the Vauxhall Griffin above its door. The reason why is that British workers built more than 136,000 Astras last year with around 90 per cent of those exported. And they’re going to be building a fair few more of them too, as the plant was recently saved from GM’s carving knife. Astra production will now only be dealt with Ellesmere Port and GM’s other factory in Gliwice, Poland. The future at Opel factory in Bochum, Germany – who only up until recently was the

third factory that built Astras – looks gloomy. ‘We survived because of our flexiblity,’ Vauxhall’s chairman and MD, Duncan Aldred, tells Car Dealer. ‘In these uncertain times it is really important to have flexibility among manufacturing workers – such as with down time, instead of Vauxhall losing those hours, we can bank those hours for when demand picks up in more buoyant times. That flexibility made the plant more efficient – and that enabled it to win the day.’ The resilience of the Ellesmere workers and Aldred’s vocal defences resulted in the plant not only avoiding closure but also winning the contract to build the new Astra into the early 2020s. A minimum of 160,000 vehicles a year will be produced, and the announcement also followed news that Vauxhall’s Luton plant will be building product until the next decade, too. Now Vauxhall/Opel will invest £125m into Ellesmere to make it as modern and efficient as possible. ‘We created the best business case for General Motors to put the new Astra into Ellesmere Port and for it to be the lead plant,’ says Aldred. ‘It’ll create 700 new jobs, production will move to three

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shifts, volume will be increased, and Ellesmere will get two bespoke bodystyles – one of which will be unique to the UK.’ It would seem the Astra has been a true British success story and this looks set to continue. However, Aldred is sceptical that consumers are aware that Britain is an automotive powerhouse. ‘I don’t think consumers particularly know we have a car industry anymore,’ he says. ‘I think it is unknown, but it is becoming more widespread due to a large amount of media coverage with news such as Ellesmere Port. The biggest unknown fact, however, is the component industry. While people are starting to know we are building cars in the UK, people are not aware of engines being built by BMW and Ford in the UK.’ But, for Vauxhall dealers, there’s some good news believes Aldred. ‘We did some research on our recognition in the UK, and we were at the top of consumers’ spontaneous recall of manufacturers in the UK. We find it is almost a default perception that because we’re a British brand, we build in Britain – especially from the

Four hours on from our crossing to Calais, our British train has trundled into the fortified town of Vouvant.

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average buyer. And I would say that if you’re a British brand and you’re not building in Britain, it harms your credentials. Overall, however, I think awareness is growing, but it is still at a relatively low level.’ But should every manufacturer shout about its Britishiness? It’s up to them and whether it’s relevant, believes Aldred: ‘Every manufacturer has a different agenda but they will all be asking ‘is it relevant?’ and ‘will it change the purchasing decision if the consumer knows where it is built?’. To some consumers where a car is built may have an effect on what brand they buy a car from, but to a lot of others, frankly, I don’t think it will. ‘The relevance of buying British has diminished over the last 30 years – and that’s not just in the motor industry. But it is returning, thanks to the Jubilee, the Olympics and the recession – a recession makes consumers introspective and nationalistic.’ JUKE AND QASHQAI NATIONALISTIC is certainly the mood the Car Dealer convoy is in when we roll into a Super U supermarket car park. Our road trip has taken 570 miles and we’ve drunk in the cream of French motorways – their long, straight sections, pale grey in colour, were punctuated by flashes of interesting machinery travelling in the opposite direction returning from the Le Mans weekend. It’s been a fairly hassle-free experience, and though expensive, the toll roads have meant we have travelled from Gosport to Dover and onto the Vendee region in west central France in around 12 hours. You can take off around an hour-and-a-half if you exclude frequent stops for Red Bull, Natasha’s small bladder, and the Nissan Juke’s thirst for the green stuff. Talking of the Juke, it’s clear to see that in 42 | CarDealerMag.co.uk

Ellesmere Port More than 28,000 people are employed directly or indirectly by Vauxhall – direct headcount amounts to 4,000 at its Ellesmere Port and Luton factories and other sites. In fact, Vauxhall is the only volume manufacturer to have continously built cars in the UK for the last 100 years. Last year saw the brand build 150,000 vehicles – 65 per cent of vans built at Luton are exported, while 90 per cent of Astras built at Ellesmere are exported. Ellesmere builds the five-door and Astravan version of the Astra, and is the sole producer of the Sports Tourer in Europe. Around 2,100 workers are employed at Ellesmere and can produce 187,000 Astras a year thanks to three shifts. the Super U supermarket car park the Juke is probably the most radically different car in it. It’s been on sale for around 18 months, but time hasn’t softened its sharp creases, gaping face and pert rear. In fact it makes its sister car, the Qashqai, look as if its around 10 years older – and parked side by side it’s easy to see that Nissan’s Sunderland plant produces two very different – though mightily successful – products. Sales of the Juke in the UK have taken Nissan by surprise. In fact, according to Nissan Sunderland’s plant director, Kevin Fitzpatrick, output from the UK’s most prolific factory is likely grow in the next few years thanks to consumers’ love for niche products such as the Juke. If ‘love’ is used to describe consumers passion for the Juke, perhaps it’s ‘adoration’ when it comes to the Qashqai. The SUV is British through-

and-through after being designed virtually ground-up by the team at the Nissan Europe Technical Centre in Cranfield and has gone on to become not only one of Nissan Europe’s fastestselling models in its history, but with more than one million units to its name it also holds the record for single car production in the UK. The current Qashqai production line has been running around the clock for more than a year to meet global demand with 1,200 of them rolling off the line every day, with around 80 per cent of those destined for foreign shores. Just over 300,000 Qashqais were built last year of a total of 480,000 cars put together by Sunderland workers,

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and 2011 also saw the six millionth vehicle roll off the production line. Sunderland is not just a British success story in the present time, however – Nissan’s Sunderland Plant is an example of how British car manufacturing has changed. When the then Prime Minister Margaret Thatcher opened the plant in 1986, it was one of the first stages in an invasion of Japanese car manufacturers setting up their wares in Blighty; Honda began in 1985 at Swindon and Toyota followed in 1992 at Burnaston. Of Sunderland’s original 450 employees in 1986, 133 remain – several are senior managers – and they have seen the original investment count grow from a ‘paltry’ £50m to an astonishing £3.3bn. And the future looks good too. The plant will produce the Nissan Note replacement which sees the Japanese firm investing £420m in the factory; it’ll build the Nissan Leaf in 2013; and produce axles, cast cylinder heads and engine assembly representing an investment of £125m. That’s not forgetting the Note replacement creating a further 2,000 new jobs at Nissan and with UK suppliers. ‘This plant has a 20-year heritage in producing successful compact cars stretching back to the first Micra rolling off the line in 1992,’ says Trevor Mann, Nissan senior vice president for supply chain management. ‘The additional volume will maintain Sunderland as the country’s largest car plant and we expect a very busy future.’ BACK TO BLIGHTY WITH our boots full of what the French has to offer, it’s time to head home in our British convoy but with the added company of a dozen cases of vin rouge et blanc and a few boxes of champers. Those downright dull motorways give us a chance to reflect on Britain’s special story. 44 | CarDealerMag.co.uk

Sunderland LIKE Halewood, Sunderland is currently celebrating an anniversary – 25 years. It is the UK’s biggest in output terms – a position it has held for 14 consecutive years – and last year built 480,485 cars which was an all-new record. January 2011 saw the plant’s sixmillionth vehicle built and since 1985 it has built 12 different models. Total investment in the plant amounts to more than £3.4bn.

There’s no doubt that the motor industry is in a strong place at the moment according to the SMMT’s chief executive, Paul Everitt. ‘UK automotive manufacturing is leading economic recovery with output up 15 per cent on last year, growing export volumes and new jobs being created on the back of major international investment in the sector,’ Everitt tells us. ‘This investment has set industry’s sights on breaking all-time manufacturing records by 2015, fuelled by our engineering expertise, workforce flexibility and renowned motoring heritage, combined with top level collaboration between industry and government.’ Everitt believes that while there is more work still to be done in promoting British manufacturing, dealers still have something to shout about to their customers. ‘The recent resurgence in UK automotive manufacturing has raised the status of the industry to new levels,’ he says. ‘The UK is home to seven volume car manufacturers, 10 major premium and sports car producers and the greatest concentration

of specialist brands anywhere in the world, which means that there’s a good chance many dealer groups have UK-built products in their showrooms. ‘The important factor here is that every UK manufactured vehicle, engine and component boosts jobs, local communities and the nation’s economy, so there’s a great story to tell when a UK product is part of a customer’s decision process – but ultimately, the focus at a customer level should be on the fantastic range of new, highly fuel efficient and technologically advanced models in dealer showrooms, each of which contribute to driving our industry forward.’ What it means is that Britain has something to be proud of. Car manufacturing in this country has changed massively over the last 40 years, but the UK still builds cars no matter what badges sit on their nose or what company owns them. Britain manufacturers some of the best quality and most popular cars in the world – and that is something dealers should be proud of. [CD] Special thanks to P&O Ferries 08716 64 21 21, poferries.com

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The result of SmartShine is a durable, glass-like transparent protective layer, providing protection from weather induced fading, acid rain damage, oxidization and loss of gloss. For the customer, this not only means that the appearance of their vehicle is maintained, but also that exterior maintenance and the amount of time needed to clean the vehicle is reduced, whilst they protect the resale value. SmartShine is a specially formulated application designed to maintain the vehicle’s showroom appearance, both inside and out without the need for polishing, which works by treating the paintwork as well as the interior carpets, fabrics and leather upholstery. The formula also contains a unique element which can be used to show a customer that their vehicle has been professionally protected, contains the same ingredients as the paint protection products used by vehicle manufacturers and motor racing teams - and is also based on those that were originally created for the airline industry.

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GUIDE TO THE SALES PROCESS What’s inside?

Welcome T

he sales process is more than just a customer walking in through your door, you offering them a free espresso, and them signing on the dotted line. The moment when the customer signs on the aforementioned line comes after a number of little cogs that make up the ever-varied sales process. Each and every cog is important in its own right – and without one of them your sales process could falter. We’ve looked at the sales process from the very start to put together this guide. Before advertising your cars online you need a userfriendly and attractive website. Next is making sure your staff are well-trained to deal with customer enquiries – whether they’re by phone, email, or face-to-face – to help seal the deal. But what if a customer walks in and is looking for a particular car? You need a web-based service to find that car. And then advertising your stock? A used car trading platform that has packages to suit your needs is a must. However, with so many cars driving off your forecourt, you need to be organised too, not to mention having the right finance packages in place, making sure the car is in faultless condition and can continue to look showroom-fresh. That’s why Car Dealer has been chatting to some of the best providers of these services, to ensure you have the very best sales process that can run without a hitch. Here’s what they’ve got to offer...

Motor Commerce

P49 Why a good website can make your sales process start with a bang

Martec

P51 The reasons why well-trained staff are a must in your dealership

Autotrade-mail

P53 How to acquire that specific car for the most discerning customer

Auto Trader

P55 Why the UK’s No. 1 used car advertising portal has the right package for you

Sales Tracks

P57 Turn your dealership phone’s ‘ring ring’ into the start of a conversation

Cooper Solutions

P61

How good management products can increase a dealer’s efficiency

CAP

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Moneybarn

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MotoNovo

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New service means valuations are even more up-to-date

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Bolt-on finance calculators can convert ‘virtual tyre kickers’

National Car Cleaning P69 Why having spotless cars should not be overlooked

James Batchelor Staff writer

Supagard

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How protection products can seal the sales process

CarDealerMag.co.uk | 47

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GUIDE TO THE SALES PROCESS WEBSITE DESIGN

Motorcommerce will make your website wonderful! W: motorcommerce.co.uk T: 01724 859600

ou have invested thousands of pounds in your showroom and preparing the cars within it. It’s a great shop window. However, that’s not the first one your customers discover. Your website is. Have you put the same effort and investment into this vital initial contact point – which nine out of 10 of your customers will use before they make any form of contact with you? Edward Legge of MotorCommerce believes a strong web presence is the key first step in the sales process. Make a good impression here and the rest is made so much easier: stumble here and the sale may be lost before it’s even had chance to begin. This is where web experts MotorCommerce help. These guys know exactly how things have changed for car dealers. Indeed, Legge says, ‘it would actually be an understatement to say that the sales process has changed dramatically over the past five years.’ The core team there have all been motor traders, so have watched as things have evolved – most notably with online enquiries. ‘They have changed from being considered almost as spam by many salesmen to one of the most important lead sources – and the industry has had to learn how to generate and handle these inquiries effectively.’ Nowadays, stresses Legge, ‘the internet, combined with a solid digital marketing strategy, has become the main inquiry generator. Customers spend less time in the showroom and more time online, so activity in the online space is now so much more important.’ Dealers should consider their website as a key ‘meet and greet’ platform. ‘Building this value is particularly important when it is so easy for buyers to compare price. You need to stand out and impress. ‘Use of the internet also means that customers have to some extent ‘‘qualified’’ themselves by research and understanding what they really want – which actually makes the job easier for the sales staff. ‘We know from experience that customers on a forecourt are now much closer to making a purchase than ever before, so the next stage of the sales process is even more crucial.’ In short, the leads you get are thus even more valuable than you may think – so don’t waste them. MotorCommerce ensures designers spend time

ensuring the site is fast-loading (they know it is a priority in the fast-paced world of users browsing used cars), has a bespoke design and best utilises the images and photography of your dealer. Indeed, there’s an extra service here: MotorCommerce can arrange for one of its own photographers to take high-quality images and video of your dealership. As for SEO, MotorCommerce has the data that shows its sites generate 50 per cent more traffic within three months – high-quality traffic, too. In other words, 50 per cent more of 90 per cent of your buyers. Not to be sniffed at, is it? SEO should be a cornerstone of your web provider’s business: it is, after all, key to helping generate all those leads in the first place. And for even newer methods such as social media, if you don’t quite understand it but realise the importance of it, MotorCommerce will ensure your site is fully Twitter and Facebook-ready. Managing your contacts once you have them is something the MotorCommerce team also know is vital. ‘When you’ve worked hard for your catch, you don’t want any holes in your net! Our web platform allows manager to track and allocate inquiries to staff, and also to monitor

their progress and even review the dealer-customer communications. This is particularly valuable for marketing teams who can then accurately pinpoint where their inquiries are coming from, and also sales managers who can review the sales process more closely.’ Sales staff, says Legge, are still a vital part of the equation but, yes, can be inefficient, so the MotorCommerce tools enable sales teams to maximise the opportunities they bring through excellent communication and training. Says Legge: ‘The face-to-face car sales process has effectively become compressed. Customers don’t want or need to spend weeks on end wandering around showrooms. So they don’t.’ Where MotorCommerce comes in is enhancing the opportunity for dealers BEFORE then. ‘Once they have inquired, our systems ensure every lead is tracked and dealt with correctly – because at this stage, you definitely don’t want to be dropping the ball!’ MotorCommerce will make sure you don’t do that.

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With TelephoneSuccess™, we can help you increase showroom traffic by over 100% Our re-engineered programme analyses your sales calls, providing sales and service managers with key facts and tools they need to make improvements exactly when and where they are needed. More than 40% of car buyers telephone dealers before deciding where to place their business, can you afford to be without TelephoneSuccess™? Benefits of TelephoneSuccess™: • • • •

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Guide to THE SALES PROCESS TRAINING

Martec will help your sales people hit new heights W: martec.co.uk/automotive-division T: 0844 854 9670

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Training is a key ingredient and an important way of maximising a business’s potential, which is critical for success.

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ature or nurture? Is the perfect salesperson born with the ‘gift of the gab’ or have they been trained in the art of making a sale? Well, while there is no doubt that some are better than others, training company Martec Europe is of the view that no-one is born with the natural ability to sell and that is where they can help. In order to assist and develop the key selling skills of a top salesperson, Martec Europe, the industry leader in providing improved solutions for the customer-facing environment, can give your business the right tools to succeed. Having been involved in the motor industry for 21 years, they offer tried and tested solutions to help dealers in the UK and Ireland be more successful in the customer experience process. So, we took the opportunity to ask Neil Pursell, managing director of Martec Europe, just how the company can play an important role in the whole sales process, improve staff competency and ultimately increase those sales figures. Pursell said: ‘Whilst it is true that some people are born better communicators than others, the skill of selling and giving a potential customer a really good and rewarding experience is not genetic. The better the experience, the more chance the prospective customer is going to buy. ‘Training then, is a key ingredient and an important way of maximising a business’s potential, which is critical for long-term success. Moreover, learning how to lead and manage a team of sales people is essential in a motor dealership in the current working climate.’ So, how does Martec Europe implement its training into dealerships to help out with the sales process? Pursell went on to say: ‘The essence of our training is that we are focussed on individual dealer success. Our training is unique, as we tailor it to each individual rather than the brand. We design and introduce a plan for every team member to follow, that is specifically tailored for the dealership, their clients and the environment they operate in. ‘We can call upon our 21 years of UK motor industry history and experience and the thousands

of clients we have worked with, not to mention the millions of customer interactions we have monitored, to develop each client programme specifically for them. Naturally there is a standard process but it is flexible to suit the style and culture of our client. It is certainly not one basic size fits all. Here is just a selection of Martec Europe’s course solutions, specifically developed for the automotive business. ShowroomScout is designed to give an insight

into what your customers are thinking, while for those wanting to learn more about the dealership inquiry process, there’s mentor.net. Fancy increasing your service selling skills? Well, you’ll need ServiceSuccess and finally ClickCalling is an instant web inquiry to telephone conversation tool. Said Pursell: ‘We try to deliver the course in a direct and enjoyable way and often this can include role play. This can sometimes involve everyone in the dealership from the dealer principal to the car parking attendant.’ So why should dealers use Martec Europe training services? Back to Pursell: ‘Martec’s operating ambitions are to provide each client with the very best outcome from their opportunities. ‘Success for us is when a prospective car buyer or service customer buys a product from our client. Buying the brand is only half the job done for us. We make our clients ‘‘the very best people I purchased from’’ according to their customers.’ Prices for Martec Automotive training are dependant on the course(s) used. CarDealerMag.co.uk | 51

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Gone are the times of trawling the internet and wasting hours at auctions in the cold!

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aking sure you have the right stock for your customers is one of the most important steps in the sales process. It may sound obvious but if you’re not stocking the right vehicles, you’re never going to be improving your bottom line. ‘The majority of customers will not buy a car from you because the likelihood is you won’t have what they are looking for,’ says Autotrade-mail’s operations director, Kevin Watson. According to Watson, more than 40 per cent of buyers will visit more than one dealer – and it’s not due to price. ‘If they like you they will buy from you,’ says Watson. ‘I appreciate that is a rather silly statement, but add ‘‘find what I want to buy’’ and it adds significant weight.’ It would be unrealistic to suggest that car dealers should be like a car supermarket in offering every shade of Ford Mondeo to their customers, and stock everything that a customer may want to buy, but dealers need to be savvy in getting hold of the right vehicle for the ever-more-discerning customer. By putting a ‘wanted’ ad on Autotrade-mail’s system, dealers could reap the rewards of their advert having the potential of being viewed by hundreds of dealers, and their advert being one of 350,000 emails sent out to subscribers daily. And by using Autotrademail instead of putting the customer’s request onto an internal used car wanted list, conversion rates are not only increased but so too are the customer’s feelings towards you. In other words, because the customer feels as though you’re taking their request seriously, they’re more likely to come back to you in the future. ‘Limiting sales enquiries to physical stock has become just too restrictive,’ Watson goes on to say. ‘Dealers who are reporting less sales enquiries haven’t really noticed a reduction in quality used stock because their demand is matching their supply. Dealers that are either maintaining or even increasing their sales are using Autotrade-mail on an ever-growing basis more and more. The good news for them is Autotrade-mail doesn’t charge any sellers or buyers fees on the 25,000 vehicles it advertises each month.’ Watson went on to add: ‘We also now have an

instant alert function for when a car becomes available that matches an Autotrade-mail member’s exact requirement. This happens within 120 seconds maximum. So in addition to placing a specific wanted request which takes no more than three minutes, you can also be notified of prime stock within seconds.’ Autotrade-mail has around 5,000 happy subscribers, and is used by 35 per cent of the franchised dealer network. As examples go, 77 per cent of the Lexus network use the service as do 60 per cent of Jaguar’s network. Don’t take our word for it that dealers are

impressed. ‘I have been a member of Autotrademail for several years now and find it such a valuable tool, not only to dispose of stock but more importantly to source stock,’ says Paul Roberts from Cuckfield Motor Company. ‘In the last three months we have found seven cars that were all additional business for us. Wouldn’t be without it.’ Meanwhile, Carmark’s Mark Capstick said: ‘The website is simple to use and great when you have a customer with a particular requirement – simply add what you are looking for and the details are e-mailed to numerous dealerships throughout the UK. Gone are the times of trawling the internet and wasting hours at auctions in the cold! Quite simply a great value-for-money product that I honestly could not be without.’ Dealers wishing to join Autotrade-mail need to go through a vetting process – quite simply to make sure that Autotrade-mail’s books are full of experienced dealers – and then can take advantage of a free two-week trial. There’s never been a better time to see whether Autotrade-mail is suitable for your sales process. CarDealerMag.co.uk | 53

IS THE WORLD’S

MANUFACTURER

SOMETHING ELSE YOU MAY NOT KNOW – ADVERTISE NEW CARS ON AUTO TRADER, FREE! The big news at Auto Trader is that we’ve made it possible for buyers to search for used, nearly new and new cars in one place. So dealers who take our New Cars package will get their new and nearly new cars seen by the largest audience of buyers in the UK! Plus, if you sign up in July, you can place unlimited new car stock on the website until October - for FREE.*

TO TAKE ADVANTAGE OF THIS OFFER, CALL US NOW ON 08433 088 905

*Terms and Conditions apply. For current New Car Dealer Directory customers this offer only applies to additional new car stock to current contracted stock levels. New customers will need to sign up to New Car Dealer Directory to take advantage of the offer.

D ITE R LIM CA R UN E W K OFFE

N OC ST

LEGO LARGEST TYRE

focus on.

GUIDE TO THE SALES PROCESS ADVERTISING

Choice, flexibility and value for independent dealers W: autotrader.co.uk T: 08433 088 909

o you’ve sourced the stock you need to fill your forecourt with – the next step is the no small task of advertising and drawing the punters in. But who do you choose? There’s a wealth of used car advertising portals on the market that offer different benefits but largely provide the same – a large audience of hungry used car buyers. Auto Trader has long been number one in this area. Why? Because they know how to look after their dealers and deliver an excellent service. Proof of this is the introduction of Flexible Packages earlier this year. Designed to meet the needs of independent dealers, they’re a tailored combination of core products and services and are so far proving a hit among independents. The packages can be adapted to provide greater choice, flexibility and value, and can be tailored for specific requirements such as advertising stock; managing and pricing stock; lead generation; dealership promotion; or providing market research and analysis to identify improvements in dealers’ operations. In addition, Flexible Packages support the development of a dealer’s digital marketing strategy. Being market leaders puts Auto Trader in a very special place, and recent research carried out by the firm showed that they were under delivering to their dealers. ‘We recently asked 2,500 dealers how we were doing, what we could do better and how we could work smarter to support their businesses,’ says Nathan Coe, group director, Auto Trader. ‘The excellent feedback has resulted in a number of new initiatives including the Customer Value Promise, the introduction of Report This Ad, Pulse reports and now Flexible Packages – all examples of how Auto Trader not only listens but also responds and further demonstrates our commitment to work smarter for our dealer customers.’ The new Flexible Packages provide the flexibility and value expected, especially when trying to meet the demands of an ever-changing market. The essential basic products include stock listing, Dealer Portal and Dealer Portal Mobile, market research, lead generation analysis, Price Index report, dedicated one-to-one training, account management and support.

That’s not all, though. ‘Flexible Packages provide dealer customers more choice, with a range of options designed to suit specific needs, more flexibility around payments, quicker stock changes and more value than ever before,’ explains Coe. ‘Ultimately, Flexible Packages not only allow dealers to market their cars on the UK’s largest motoring marketplace, but do so in a way that fits their own business.’ Flexible Packages is not the only innovative service from Auto Trader to help dealers make the sales process run more smoothly. Launched 12 months ago, Auto Trader’s Dealer Portal Mobile iPhone has proved to be a massive hit for dealers wanting to keep check of their adverts while on the move. More than 3,000 UK dealers have used it, more than 50 per cent access it when away from the

office, 41 per cent use the Profit Indicator tool within the app to evaluate the retail potential of a car and 48 per cent upload adverts. Dealer Portal, used by 9,500 dealers in total, allows dealers to market and manage their stock for free. With Dealer Portal Mobile, dealers can take photographs of their stock on their iPhone, view their forecourt and edit adverts, all on the move. Included in Dealer Portal Mobile is a unique tool called ‘Profit Indicator’, which allows dealers to understand the margin they’d make, suggested price to pay and days to turn on a vehicle before they purchase it. This is based on real-time, accurate, market-based intelligence. With products and packages designed to keep dealers at the top of the game, Auto Trader is the perfect partner for dealers aiming to strike it big in the sales process. CarDealerMag.co.uk | 55

HEAR AN EXAMPLE NOW:

FREEPHONE, NO ANSWER 07961 692 248

ONLINE WWW.SALESTRACKS.CO.UK/ MOTORTRADE

WHAT CAN YOU DO IN

20 SECONDS? HOW ABOUT ENHANCE YOUR PROFILE? A UNIQUE AND EXCITING WAY TO BROADCAST YOU AND YOUR BUSINESS TO YOUR CUSTOMERS FROM JUST £2 A MONTH!

Every day, as a motor trade sales person you receive phone calls from your existing customers and more importantly your new prospects. Now consider that before you actually answer your mobile phone, you have up to 20 seconds to play a custom message to them. You could be using these 20 seconds to get key messages across to the people who really matter to you, your customers. Sales Tracks is a mobile service which allows you to replace the normal “ring ring” sound your callers always hear, with a short, professionally recorded audio message of your choice. It’s cost effective, easy to set up and puts you in control of your mobile calls. In business, time is precious, make every second count. Visit www.salestracks.co.uk/motortrade to find out more.

focus on.

GUIDE TO THE SALES PROCESS CUSTOMER SERVICE

Sales Tracks can help get the conversation started W: Salestracks.co.uk/motor trade T: 0207 462 5630

1. The right questions are asked by the buyer. 2. The right answers are given by the seller. 3. Trust is created in the buyer about the seller. Sales Tracks assists in steps one and three. In one, Sales Tracks messages can be tailored to get the buyer to think and ask about certain subjects. For example, special offers on car financing leasing/servicing. In three, Sales Tracks continues to reinforce the professionalism and branding investments that the dealership has made to differentiate themselves. Signing up couldn’t be easier and the minimum contract term is just a month. Pre-recorded messages are available free on the website, with a £2 charge per month to play them as many times as they are called. Personalised messages can also be recorded and mixed at a professional recording studio for £50.

So, how can Sales Tracks help out dealers with the sales process? Back to Jackson: ‘People buy from people, and all people are unique. Sales Tracks makes the mobile call to a car salesperson unique and special – instead of the “ring ring” sound the caller can hear a personal greeting – this helps them know they have dialled the correct number – and could be a conversation starter when the call is answered. ‘Sales Tracks enables the sales person to have the conversations that the dealership wants them to have with their callers.’ So if that’s the case, why should dealers need to sign up to Sales Tracks? Jackson explained: ‘Dealerships invest heavily in making a professional good impression in order to attract their future and existing clients. This is in the form of forecourt entrances, showroom layout, showroom decoration, sales people’s uniform, name badges, brochures, client lounges and service reception areas. ‘Sales Tracks allows a dealership to differentiate

‘‘

Sales Tracks enables the sales person to have the conversations that the dealership want them to have with their callers.

‘‘

icture a car salesman, sitting at his desk with his personalised business cards and headed note paper. Both are important forms of self-promotion with the goal of turning customer prospects into buyers. Well, Sales Tracks is offering the same level of personalisation for your mobile phone. Basically it’s a mobile service which replaces the 20 seconds of ‘ring ring’ that customers hear with your own recorded message or jingle which plays before you even answer your phone. Almost like a switchboard message that your callers won’t have to pay for, these messages are in fact stored on your phone operator’s network. The only demerit is that this service is only available on the Orange, T-Mobile and Virgin networks. So basically, if you’re phoning up your dealer to book a service, you might hear a message about the latest new car deals, which you’ve got to admit is a clever use of dead time. Company director Richard Jackson told Car Dealer: ‘We are important in the whole sales process, as we are a conversation starter with clients. The 10-second personal signature is a chance for the dealer or salesperson to differentiate themselves from others.’ Any sales process is about getting information from the seller to the buyer. In so doing three key things need to happen:

themselves when their clients call their staff’s mobiles. On top of this, our service helps car dealers to reinforce their branding investment – even when their clients aren’t actually visiting the showroom. ‘The inbound mobile “ring ring” sound is a dealership’s or a salesperson’s audio asset. Each mobile will receive more than 2,000 inbound calls a year and play more than six hours of this sound. Use it to stand out.’

CarDealerMag.co.uk | 57

Introducing

our product family... Customer Care Deliver exceptional value to your buyers with this ultimate motoring package, worth over £500. Since its launch last year, the ‘Safe and Sound’ scheme has proven to attract customers, help seal the deal and aid customer retention. Give buyers a reason to choose you by going beyond their expectations - and show them that they are buying a safe car, and making a sound investment.

Safety inspection Wear & tear warranty Provenance check Mileage veriﬁcation Independent price check Rescue and recovery Dealer buy-back promise

Paint & Fabric Protection Key Beneﬁts • • • • • • •

Free training and certiﬁcation for your staff Full range of point of sale materials No specialist handling required Formula contains a unique element to show your customers that their vehicle has been protected Application is guaranteed for the customer’s entire period of ownership Customer receives a signed certiﬁcate from the technician, an eight piece aftercare pack and access to a customer care support platform Same formula as the paint protection used by manufacturers and racing teams.

To ﬁnd out more about the ‘Safe and Sound’ product family, please call Eric or to request a dealer pack, email your business contact information to Sal

Our four ‘Safe and Sound’ products endorsed by Sir Stirling Moss OBE are continuing to boost dealership’s proﬁt margins substantially, whilst taking complete care of their customer’s motoring needs.

TStish E K TIC o Bri

! N WI

c t e Qip ns Day a h t o t pio urse Chamt Raceco Asco

0 0 4 £ orth

You and nine guests could be treated to premier admission for this prestigious event on the 20th October, with access to all of the best viewing areas and facilities. How to enter: Simply email your name, business name and address, and contact telephone number to Comps@SafeandSound.co.uk. The draw closes at 11.59pm on the 1st October 2012. For full T&C’s please visit www.SafeandSound.co.uk/qipco.

‘Safe and Sound’

MOT

Cover

Ensure that your customers are protected against expensive MOT failure bills, with our ‘Safe and Sound’ MOT cover. We have 12, 24 and 36 months cover is available, each with a claim limit of £750 which includes the costs of parts and labour. Hundreds of components are covered, such as the lighting, steering, brakes, suspension seats, seatbelts and so much more.

c Stone on 07789 682502 les@SafeandSound.co.uk.

Don’t mind the

GAP!

In the event of a Total Loss, your customers will only receive an insurance settlement for the current market value which will be less than they paid originally. Our GAP will cover the ﬁnancial shortfall between purchase price and settlement, up to a maximum payout of £10,000. Available as paymonthly and straight payment with cover lasting up to 3 years, and no excess if your customers make a claim.

focus on.

GUIDE TO THE SALES PROCESS WEB SOLUTIONS

Cooper Solutions: Helping you work more efficiently W: coopersolutions.co.uk T: 08445 611 224 cars, but the real job is working a well-organised business that turns over profit. For years, dealers have relied upon dealer management systems to take care of a whole variety of important functions in a dealership – but a dealer management system won’t be the solution to all of your problems. Often, you’ll need a little help to get the most of your dealership system and, more importantly, to ensure your business is running as efficiently as possible. This is where Cooper Solutions come in. ‘We help dealers niche around their DMS,’ says Barry Cooper, Cooper Solutions’ director. ‘Our products are as simple and straightforward as possible to enhance a dealer’s profitability and efficiency.’ Cooper Solutions has been offering dealers web-based solutions for the last 11 years, and their expertise ranges from enhancing customer service to increasing management control. Their products are designed to work with existing dealer management systems such as ADP Kerridge to ensure the best possible user experience. The firm can offer three products tailored to make sure a dealer’s sales process is as efficient as possible. The first is FullControl. ‘The clue’s in the name,’ says Cooper, ‘FullControl gives dealers complete control over their used car stock. ‘It monitors a car from its preparation time, the number of days it’s sitting on the dealer’s forecourt, the selling price adjustments to the gross profit achieved – it’s the complete solution. ‘It sounds very simple and quite often a spreadsheet would do a similar job. But FullControl contains information and data that, if you asked a dealer tell you about, probably couldn’t.’ FullControl is suitable for all sorts of dealers, and is a favourite among BMW dealers – they’ve been using FullControl since 2003. Do you need full insight into your business’s

‘‘

Our products are as simple and straightforward as possible.

‘‘

ou’ll know more than anyone there’s more to being a car dealer than just advertising a car at a hefty mark-up, selling it to an unsuspecting punter, and moving onto to the next motor. Being a car dealer may involve working with

operational costs? Web-based application FullForecast focuses on giving dealers real insightful data on management accounts, daily operating control, and it’s a management forecasting tool. FullForecast – one of Cooper Solutions’ most popular products – works by extracting data from a DMS to produce an online DOC showing costs and revenues, meaning that each department within a dealership can stay in full control of what’s going on. It also provides a daily financial picture of month-to-date and year-to-date aiding forecasting, and does much, much more. What’s the benefit of this? It’s all about transparency, and allows the decision-makers to know exactly what’s going on. FullAuction is another Cooper Solutions product that can make a dealer’s sales process run more smoothly. Need to get rid of a part-exchange quickly and simply? FullAution can help. In essence it’s a trade-only, vehicle auction website that works with a dealer’s DMS to quickly upload a car’s data saving time, and features an intelligent proxy system. For registered buyers it’s completely free and there’s only a small seller’s fee of between £35 and £55 per unit based upon the selling price. Another advantage is that dealers can liquidate trade cars within a week, and dealers receive a full portfolio of buying and selling performance analysis reports. And in these difficult economic times, more dealers are turning to Cooper Solutions for help. With big names choosing Cooper Solutions, perhaps it’s time you worked with them too in your sales process. CarDealerMag.co.uk | 61

The ONLY independent, fully researched and ‘live’ valuation tool available in the UK that ensures your vehicle valuations remain up-to-date at all times.

Total conﬁdence With Black Book Live you can be confident that any vehicle purchase or disposal decision you make is based on the most up-to-date and accurate valuation for the vehicle, ensuring your profits are optimised at all times. Black Book Live is sensitive to the economic trading conditions in which dealers continue to find themselves because price amendments are made as and when the value of a vehicle changes. All valuation changes are supported by expert opinion from the CAP editorial team, providing you with a full understanding of the reason why the value has changed.

One Month FREE TRIAL W. www.cap.co.uk/bblive

T. 0113 350 0602

Trusted Automotive Intelligence Fact and foresight from people in the know

focus on.

GUIDE TO THE SALES PROCESS VALUATIONS

You’ll always be right up to date with Black Book Live W: cap.co.uk/bblive T: 0113 350 0602

e all know that the CAP Black Book is the industry bible when it comes to those all-important trade prices. The monthly guide is relied upon by thousands of us up and down the UK every day of the week as we work our way through the sales process – and now it’s got even better. The reason? The addition of Black Book Live, the first first fully researched independent used car valuation system to publish trade price changes as soon as they are identified. Black Book Live, based on CAP’s Windows product, solves the problem of uncertainty around changes in vehicle values between the publication dates of the ‘traditional’ monthly price guide. CAP believes this will enable Black Book Live users to be more confident in their trading decisions on a day-to-day basis and remove the ‘wait and see’ caution that can emerge several days before publication of the guide. It will help car retailers and traders to improve profit per unit and enable fleet disposers to fine tune de-fleet activity to potentially maximise returns. Black Book Live is researched by a team of expert editors, each specialising in their own vehicle sectors. This granular focus on the market enables CAP’s editors to maintain the greatest possible accuracy. As soon as an editor is satisfied that sufficient evidence is available to justify a price alteration, the new value is published – together with a brief editorial commentary explaining the rationale behind the change. The monthly version of Black Book continues

‘‘

Black Book Live is researched by a team of expert editors, each specialising in their own sectors.

in all its current formats. However, accuracy and relevance will be enhanced for monthly Black Book customers due to a later production deadline. This has been enabled by new database systems and more efficient processes introduced to create Black Book Live. Car Dealer caught up with Mark Bulmer, Black Book editor at CAP, who told us the new system had won plenty of praise so far. He said: ‘We’ve got lots and lots of very big dealer groups trialling it at the moment. It’s been really well received. We’re really positive about it. The editorial team were at a roadshow recently and we were showing the system to buyers, not just from the bigger groups, but the smaller groups as well and independents, and showing them how it works and it was being really well received. ‘The complaint we’ve had over the years is that if the market changes or if values change, we’re sometimes too slow to respond. Nobody can say that any more. ‘It doesn’t mean to say that we have the prices bouncing up and down every day because that’s not the case. We still have a structured calendar as to what we look at and when, it’s just that as we make the movement, the customer can see it. ‘It’s all about empowering people with

ON THE ROAD BLACK Book Live editors are taking to the halls this summer for a special series of roadshows. The events are giving auctiongoers a chance to meet the team behind CAP’s benchmark used car trade values to discuss the marketplace and ask questions. For CAP it is a chance to give something back to these businesses who provide such vital focal points in the research processes that drive its range of trade valuation products. CAP editors are already a familiar sight for many auction visitors as they travel the country daily, basing much of their research around the key sites.

information. How they use that information is up to them. We don’t want to overwhelm people and have them think that things are changing every day, or that they have to take this information every day. ‘They might wish to take it twice a month or they might wish to take it once a week. It’s entirely up to the customer. If you’re a sales manager in a very busy dealership, these snippets of information are really useful.’ CarDealerMag.co.uk | 63

‘‘

Hey you… Want to sell more cars? The time has come to turn your difficult finance declines into straightforward and profitable sales.

Moneybarn cover the whole of the non-prime market, so it’s just one company and one call and we’ll take care of all your declines. For all the facts on Moneybarn finance,

0845 50 50 194 Or visit: moneybarn.com/introducers Call:

             

focus on.

GUIDE TO THE SALES PROCESS FINANCE

Moneybarn can make it a summer to remember! W: moneybarn.com/introducers T: 0845 50 50 194

The company is called Moneybarn for a reason!

‘‘

We have great relationships with our brokers that have been developed over many years.

‘‘

f you’re dreading the days of high summer, when many potential car buyers might be topping up their tan rather than taking a test drive, why not do something about it? In fact, you could access a whole new kind of customer over the next few weeks and months with guidance from the experts at motor finance specialists Moneybarn. We’re talking about non-prime purchasers. It’s thought that between 30 and 40 per cent of adults in the UK fall into this category – so if you only sell cars to buyers in their prime, you could be missing out on a LOT of business. Getting into this sector with Moneybarn couldn’t be easier – or safer. You’ll be guided and advised every step of the way, and crucially, the credit risk on any Moneybarn deal rests with them, so once you’ve sold that car, you can relax in the knowledge that there will be no clawback of commission and no nasty surprises down the line – guaranteed. Car Dealer spoke to Shamus Hodgson, director of sales and marketing at Moneybarn, who told us: ‘We like to think we offer the widest footprint in the non-prime space of any motor finance company. The proposition we bring to the market is one that’s about getting the highest level of acceptance across the widest range of non-prime customers. It’s a customer base we really understand.’ Moneybarn is keen to expand its operations and is hungry for new business. Last year saw the firm double in size and Hodgson wants to see that rapid pace of growth continue throughout 2012. Up until now, the company has worked with brokers, forging excellent working relationships that have certainly stood the test of time. But now the company is partnering with dealerships too. Working with Moneybarn can either be through a dealership’s existing finance broker or as a direct funder, depending on the needs of individual dealers. Hodgson explained: ‘We have great relationships with our brokers which have been developed over many, many years. We very much see them as partner relationships and we are as committed to them as we have ever been. ‘Now though, we’re keen to push on and make more dealers aware that there is a very vibrant and

active non-prime funder out there. They might not have heard of us, or might not know how easy it is to work with us. In some areas of the dealer community, there is still a perception that nonprime can be quite a difficult thing to deal with. In actual fact, our proposition proves it’s not. ‘Our model is based on achieving prime levels of efficiency and interaction with dealers and brokers and giving prime levels of service to customers. Part of the push that we’re having this summer is to work with brokers and their dealer partners, and in some cases dealers direct. We want to help dealers sell more cars.’ Moneybarn will be raising their profile in dealerships with a marketing push that’s sure to get the company’s name more widely known. The company already enjoys a reputation for speedy and efficient service as finance decisions are given in seconds. Literally. Explained Hodgson: ‘We have a highly

automated, highly user-friendly web application system called Eclipse. You put in a customer’s details and you will get a decision on that customer, subject to proofs, in a matter of seconds. It presents back to the broker, the dealer or the customer a decision that we will stand by as long as it is proof-supported. ‘All the way from the prime line down to deep sub-prime, we’re looking at higher acceptance rates than anyone else in the market and we’re looking at delivering our service in a very slick, automated way that has high levels of customer service attached to it. ‘Dealers have a hard enough job trying to shift cars and keep customers happy. The last thing they want is a finance company putting hurdles in their way. While the non-prime market has different complexities to the prime market, we make it as easy for dealers as possible. ‘Dealers who work with us, either directly or through brokers, will find a whole new market open up to them. We have the appetite, the resources, the systems and the funds to access a whole new set of customers . We have a very simple question that we ask dealers: Do you want to sell 25 per cent more cars?’ If you do why not give Moneybarn a call? You could make it a summer to remember – for all the right reasons. More information can be found at www.moneybarn.com/introducers CarDealerMag.co.uk | 65

TURN BROWSERS

INTO BUYERS HOOK MORE CUSTOMERS

With so many customers using the internet to source their next car it is critical they can see the value of dealer finance from your website and are able to choose the quote that suits them and apply there and then. The more customers that choose dealer finance, the more income your business creates. Install the ability for your customers to run their own finance quotes and propose themselves directly from your website, 24 hours a day, 7 days a week, free of charge!* Please contact us on 0844 770 4438 (option 3) or at marketing@motonovofinance.com or visit www.free-calcs.co.uk for more information

*For dealers currently using Spidersnet and Raszor websites

focus on.

GUIDE TO THE SALES PROCESS FINANCE

Convert those ‘virtual tyre kickers’ with MotoNovo W: motonovo.com T: 0844 7704438

inance – it’s the bit that can make or break the sales process. In the past, dealers would never have even seen many of the customers who dream of owning one of the cars they have for sale. These would-be customers simply assumed that there was no way they could ever afford something so fabulous. But with the rise of the internet, more and more of these ‘virtual tyre-kicking customers’ are browsing dealers’ websites and falling into a dreamy state of car ownership: They want a BMW M5 but, in reality, they still believe they can only afford a Ford Focus. MotoNovo’s new service in partnership with three leading providers of motor trade web solutions could solve this. Following detailed development and testing with Raszor, Spidersnet and Webzation, MotoNovo Finance can now offer the complete suite of website finance calculator services and online credit checks to every dealer, without charge. Their calculators ‘bolt-on’ to a dealer’s website, taking stock data and enabling customers to build their own finance deal. While looking at their dream BMW, customers can play with the numbers thanks to the calculator and find out if they can actually afford the M5. With a few further clicks of the mouse, they can enter their details and apply for finance there and then. ‘Everyone knows that customers can research cars, look at dozens of pictures and make an enquiry for almost any car from just about any dealer in the country. However, the vast majority of these people are ‘virtual tyre-kickers’, who disappear back into cyberspace at the click of a mouse,’ explains Karl Werner, head of sales and marketing for MotoNovo. ‘The challenge is to convert them from this ‘browsing’ state of mind and involve them in a real conversation about buying. And the first step in achieving this is to place interactive finance calculators against every car, which tempt browsers to test the viability of dealer finance by constructing their own quotes in light of their personal budget.’ However, while such functionality is not exactly new to the world of car retailing, research carried out by the firm reveals a range of operational weaknesses in current offerings, plus often prohibitive set-up and

ongoing costs to dealers. MotoNovo’s solution is free. It’s not just good news for the customer either as for the dealer there is a bigger bonus. Once the customer’s details have been captured and assuming the customer is approved, the dealership receives an email with the customer contact details and finance approval. ‘The customer is told that the dealership will notify them regarding the outcome of the credit check, and that is an email every dealer loves to receive when they arrive for work in the morning,’ says Werner. That’s not to mention with so much regulation surrounding finance, tools to take that headache away from a dealer are very much welcomed. ‘Our strategic partnership with Webzation

is a big step forward because if a dealer chooses MotoNovo Finance they get the calculators, the F&I information and the proposal process all included as part of our service,’ explains Werner. ‘We have integrated the full service with two of the leading web providers and are overjoyed to be working with Raszor and Spidersnet on this initiative. So for dealers on their platforms we can offer the complete service. These dealers just have to ask us to implement the solution – and it’s done, simple as that.’ The new partnership isn’t the only service MotoNovo can help dealers out with. Their existing range of innovative products based around hire purchase still remains – so if the bolt-on finance calculators are not for you, MotoNovo can still provide you with payment holiday, balloon, dealer funding and insurance products and more to make the sales process as stress-free as possible.

CarDealerMag.co.uk | 67

Advertising feature

Franchised Dealers profit from trading online Gavin Smith and Clive Colyer, directors of Dealer Auction, answer questions asked by franchised dealers who want a simple method to maximise the profit from their trade cars I have no problem disposing of my trade vehicles, why would I use Dealer-Auction. com? Any franchised dealer can dispose of trade cars, that’s easy. We’re about maximising the profit opportunity on every trade car. A modern dealership wouldn’t dream of being without an online sales channel for retail cars, so why should trade sales be any different? The exposure we can provide for a vehicle is far greater than by any other method.

listing with full vehicle condition report and up to seven photographs takes just minutes and is incredibly simple to do. Our ‘My Dashboard’ feature ensures that dealers have full control of their auctions from a simple interface. What are your backgrounds? We each have more than 20 years’ experience in the motor trade, in managerial and buying capacities for franchised dealer groups. Our office and field-based team are all experienced motor trade professionals who fully understand the needs of franchised dealers and trade car buyers.

So what is it that you do? We are an online auction site, offering trade cars exclusively from franchised dealers to over 4,000 pre-vetted, registered trade-only buyers. How will it make my dealership more profit? As well as the large exposure we provide, our system doesn’t rely on the right buyer being in the right place at the right time. Our listings system allows you to really ‘sell’ your vehicle in a way that other methods do not. In addition, our experienced team works hard behind the scenes to make sure your vehicle is sold for the highest possible price. Our cost savings over physical auctions and other methods are substantial. There’s no subscription, no listing fee and there’s no charge until the vehicle is sold. It is completely no sale, no fee – meaning nobody works harder to maximise the profit on your trade cars.

‘‘

What convinces dealers to sell trade cars through

Dealer Auction’s Gavin Smith

Dealer-Auction.com? Just by talking to us. We can demonstrate just how dramatically we can help a dealership’s bottom-line. Because there’s absolutely no risk in trying us out, dealers don’t need much convincing. The managing director of a large dealer group who joined us said: ‘I’ve never seen anything like this, it makes sending cars to auction seem old-fashioned.’

The exposure we can provide for a vehicle is far greater than by any other method.

Online systems can be complicated and timeconsuming. Is yours? Our user-friendly system has been designed with the modern franchised dealership in mind. Creating a detailed, attractive

What support do I receive? Our professional office-based team are experts in remarketing and negotiating. In order to achieve the best possible prices for your trade cars, they are on hand to assist with any day-today enquiries. Our field-based team is perfectly placed to help dealers in making the most of our service and get the most from our system. Ultimately making more profit. How successful have you been so far? Our launch objective was to sell 50 cars per day for our dealers. We smashed that milestone and now auction more than 700 vehicles a week. Once a franchised dealer gives us a try, their own success speaks for itself and they don’t look back. The increases they see in their trade profits can be incredible and their gratitude results in lots of referrals for us. Franchised dealers wishing to sell on the site or trade buyers wishing to register to purchase can visit Dealer-Auction.com, or contact Gavin Smith on 0116 2301444 or gavin@dealer-auction.com

focus on.

GUIDE TO THE SALES PROCESS VALETING

Get in the professionals W: nationalcarclean.co.uk T: 01268 565050

ar cleaning and valeting is ‘the most important element of the sales process,’ says National Car Cleaning Company’s managing director, Justin Macal. ‘It’s towards the end of the sales process when customer expectations are at their highest,’ he says. You have to agree with Macal – making sure the customer’s car is clean and in the best possible condition is as important as a good finance deal to the customer. That’s not to mention how an unhappy customer can affect your reputation. And this is how National Car Cleaning car help. Their team of 400 subcontractors can help out dealers with all of their valeting needs – whether it’s

a team of one or 15, National Car Cleaning is there to assist. Their fully trained and monitored operatives perform to the highest levels enabling dealers to hand over a car to a customer in the best possible condition. National Car Cleaning provides all of the labour, equipment and products meaning dealers just have to provide the customer’s car. Family run National Car Cleaning was established 30 years ago and now has a staff of 20 in its Essexbased offices. They work with around 120 dealers across the UK. ‘We’re one of many cleaning companies available to dealers, but I really believe we offer something

different. We really do offer a quality service and we really understand how dealers operate and their expectations. Before I came into the business with my father 15 years ago, I worked in car dealerships – so I know what a dealer expects from a cleaning company, and vice versa.’ To prove that they are committed to providing a quality service, any new dealer working with National Car Cleaning Company can take advantage of a three-month trial, too. Considering its importance to the sales process, perhaps it’s time to make the decision to work with National Car Cleaning Company so your customers are happy customers.

we clean more, you pay less!

Our underlying aim is to offer the most cost effective service we can. As a family company defined by traditional values, NCC have established a reputation for exceptional service. Rule out the competition and contact us today to take advantage of a modern business dedicated to adding value.

Call us NOW on 01268 56 50 50 or visit: www.nationalcarclean.co.uk or email: sales@nationalcarclean.co.uk CarDealerMag.co.uk | 69

PAINT AND FABRIC PROTECTION

Tried and tested in the real world

t The UK market leader for over 22 years t Endorsed by over 20 car manufacturers and 75 car dealer groups t Continually testing and developing products to work specifically on motor vehicles t Free on-site training from our local Business Development Managers t Our world class products are guaranteed to boost your profit potential Supagard Limited 19-27 Gavinton Street, Muirend, Glasgow G44 3EF Tel: 0141 633 5933. Fax: 0141 637 7219

www.supagard.co.uk

focus on.

GUIDE TO THE SALES PROCESS PAINT PROTECTION

Put some super shine into your sales process W: supagard.co.uk T: 0141 633 5933

‘‘

More than ever, dealers should be fully exploiting the benefits protection can give to dealers

because they’re very likely to have been impressed with the product’s quality. But what’s the best way to introduce the product into the sales process? ‘There’s two ways,’ says Supagard’s head of sales and marketing Nick Horton. ‘The first is the qualifying stage whereby the dealer explains and advocates the benefits of paint protection can bring to a customer’s car, gradually introducing the product in a step-sell way. This is a great way because the dealer is showing transparency in the process. ‘The other is more to do with part exchanges. On appraisal of the customer’s car, a dealer can subtly point out the benefits of paint protection if that car’s paintwork is dull or tarnished. If

‘‘

ith it being at the end of the sales process, paint protection is a hard-sell. Picture the scene: The customer has just bought their shiny new car from you. They’ve handed over their wedge of money, they’ve got the keys and the bunch of flowers from your good self, and now they just want to hit the road and drive. However, don’t shy away from the all-important paint protection pitch. Why? Because it’s one that can be highly lucrative and can ensure the highest levels of customer satisfaction. But with so many paint protection providers on the market, which product should you choose to talk to the customer about? Why not choose the one that trips off the tongue when a customer thinks of paint protection and is the industry’s number one choice? ‘We class ourselves as market leaders in protection because that is where we are positioned,’ says Supagard’s head of brand, David Paterson. ‘We have been market leaders pretty much from day one. ‘We have found that in dealers’ showrooms, if customers are looking for protection for their new car, they will ask for Supagard as a way of describing the generic product. In fact, the word Supagard has almost become a word in itself – much like Scotchgard did for interior furnishings.’ Paterson adds that one of the reasons why Supagard is so well-known among consumers is the three-year guarantee. ‘We guarantee interior and exterior paint protection for three years – and it is a no-quibble guarantee as well and there are no conservers involved either which a lot of competitors’ products use,’ says Paterson. More than ever, dealers should be fully exploiting the benefits protection can give to dealers in not only the sales process, but also winning back custom in the future. ‘Customers are holding onto their cars for longer, so they are seeing the benefit in Supagard. They are thinking to themselves, “I might not trade-in my car in three years, I might hold onto it. But I want my car to look as good as it did when it left the showroom so that when I do trade it in, I get the best price for it.’ The three-year guarantee means that the customer is likely to return to buy another Supagard package

protection was used, the car’s part-exchange value would therefore be more.’ The firm knows that some dealers may need some help in the selling of protection packs in the sales process. That’s why they offer one-day workshops to help dealers in the best way possible. ‘It’s proven to be a help to dealers,’ says Horton. ‘We have proof that the average increase in performance in selling protection packs is 144 per cent.’ Selling paint protection may well be one of trickiest parts of the sales process, but with Supagard you’ll have a trusted and respected name at your side to make it easier and, more importantly, a profitable experience. [CD] CarDealerMag.co.uk | 71

DATA FILE.

Thestatistics Used Cars n SMMT Sales Data

Another month of growth as buyers get more confident Interest rates look set to stay low and there are some attractive deals to be had

ew car registrations rose 3.5 per cent in June to 189,514 units, the latest figures from the SMMT reveal. It was the fourth successive month new car registrations grew, and registrations over the first half of the year increased 2.7 per cent to 1,057,680 units. ‘Driven by demand from private buyers, June new car registrations grew 3.5 per cent to push 2012 half-year volumes through the one million mark,’ said Paul Everitt, SMMT chief executive. ‘Despite domestic and international economic concerns, UK motorists are responding positively to new products and the latest fuel-efficient technology. ‘The industry has performed better than expected in the first half of the year and we will now need to work hard to sustain growth.’ David Raistrick, UK manufacturing leader at Deloitte, said: ‘While incessant wet weather across

‘‘

Customers are being tempted back into the showroom with some great offers.

FIRST BIRTHDAY EMPLOYEES at Jaguar Land Rover’s Halewood manufacturing plant are celebrating one year of Range Rover Evoque production. Twelve months ago, when the first vehicle rolled off the production line, the Evoque had already generated more than 18,000 advance orders from customers worldwide. This interest continues today with demand for the Evoque driving sales of almost 80,000 units in just nine months. 72 | CarDealerMag.co.uk

the UK has hurt the high-street retail sales earlier this year, it does not seem to be troubling car retailers yet. ‘The UK also continues to perform incredibly well in new car sales compared to our European neighbours. ‘Recent months have seen UK dealerships reporting increased sales as against FY11, while there have been significant contractions, ranging between seven and 19 per cent over the first five months of FY12 in the Spanish, Belgian French and Italian markets. ‘The new car buyer in the UK is having the confidence to go ahead with their purchase on the basis that all indicators point to

Ford’s Fiesta took the number one position for June

interest rates staying low with the added benefit that there are plenty of attractively-priced products available to entice customers into the dealerships.’ Sue Robinson, director of the NFDA, added: ‘It is very encouraging that new car sales increased again in June with a boost to private registrations of 9.8 per cent. ‘Customers are being tempted back into the showroom with some great offers on new cars. This is coupled with consumers still looking to reduce motoring costs by buying vehicles with lower maintenance costs and better fuel economy. ‘Consumer confidence is, however, still fragile.’

Recession is changing UK car parc, says SMMT THE recession has changed the shape of the UK’s car parc according to new figures released by the SMMT. Over the last 10 years, the total number of cars on UK roads (parc) has grown nine per cent, but that is a slower rate than the previous decade which recorded a 17 per cent rise. To the end of last year, the total parc increased to 31,362,716, up on 2010 by 104,519 units (0.3 per cent). The average car on UK roads is now 7.44 years old, around two months older than a year ago, suggesting cash-strapped motorists are keeping cars for longer. However, this could be a false economy as the average new car is 20 per cent more efficient than a

typical seven-year-old car, saving the average motorist around £400 each year, says the SMMT. In the average car’s lifetime, it will have four owners, but there are 341 cars on UK roads with more than 20 registered keepers, and more than 5.3m cars over 12 years old. The data comes from the SMMT’s largest ever annual Motorparc census that analyses full details including make, model, variant, colour, emissions and age of every car, van, truck, bus and coach on UK roads. The SMMT report also showed that the car segment to have seen the biggest growth over the last decade was MPV recording a 205 per cent rise.

SMMT sales data June/year to date June Marque

Abarth Alfa Romeo Aston Martin Audi Bentley BMW Chevrolet Chrysler Citroen Daihatsu Fiat Ford Honda 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

2012

103 628 60 10,936 105 14,302 1,189 341 6,381 0 4,678 23,654 5,726 7,362 28 1,156 214 5,971 3,772 813 3 21 2,077 8,211 19 7,151 457 10,818 34 8,708 771 17 3,099 33 3,431 5,463 507 44 145 2,200 7,098 21,334 17,121 3,146 117 70 189,514

% market share

0.05 0.33 0.03 5.77 0.06 7.55 0.63 0.18 3.37 0.00 2.47 12.48 3.02 3.88 0.01 0.61 0.11 3.15 1.99 0.43 0.00 0.01 1.10 4.33 0.01 3.77 0.24 5.71 0.02 4.59 0.41 0.01 1.64 0.02 1.81 2.88 0.27 0.02 0.08 1.16 3.75 11.26 9.03 1.66 0.06 0.04

RENAULT -56.99%

LAND ROVER +46.03% Year to date (YTD) 2011

% market share

2012 % Change

104 988 80 10,701 113 12,419 1,301 59 6,261 0 4,741 24,461 3,308 5,351 9 1,214 238 5,097 2,583 582 18 41 3,362 7,400 48 5,917 912 8,763 45 9,471 478 32 7,205 265 3,072 5,096 544 1 91 1,671 5,664 23,613 16,447 3,237 52 70 183,125

0.06 0.54 0.04 5.84 0.06 6.78 0.71 0.03 3.42 0.00 2.59 13.36 1.81 2.92 0.00 0.66 0.13 2.78 1.41 0.32 0.01 0.02 1.84 4.04 0.03 3.23 0.50 4.79 0.02 5.17 0.26 0.02 3.93 0.14 1.68 2.78 0.30 0.00 0.05 0.91 3.09 12.89 8.98 1.77 0.03 0.04

-0.96 -36.44 -25.00 2.20 -7.08 15.16 -8.61 477.97 1.92 0.00 -1.33 -3.30 73.10 37.58 211.11 -4.78 -10.08 17.15 46.03 39.69 -83.33 -48.78 -38.22 10.96 -60.42 20.86 -49.89 23.45 -24.44 -8.06 61.30 -46.88 -56.99 -87.55 11.69 7.20 -6.80 4,300.00 59.34 31.66 25.32 -9.65 4.10 -2.81 125.00 0.00 3.49

607 4,158 482 66,005 663 64,514 8,811 1,606 37,330 0 25,485 150,378 27,511 35,168 296 7,107 1,181 33,478 26,075 4,751 82 171 15,034 47,790 530 24,614 3,549 53,977 245 52,482 3,939 155 19,575 176 19,186 28,076 2,682 420 1,234 12,768 45,299 115,932 95,805 17,297 545 511 1,057,680

%market share

0.06 0.39 0.05 6.24 0.06 6.10 0.83 0.15 3.53 0.00 2.41 14.22 2.60 3.33 0.03 0.67 0.11 3.17 2.47 0.45 0.01 0.02 1.42 4.52 0.05 2.33 0.34 5.10 0.02 4.96 0.37 0.01 1.85 0.02 1.81 2.65 0.25 0.04 0.12 1.21 4.28 10.96 9.06 1.64 0.05 0.05

2011

Figures supplied by SMMT

%market share % Change

694 6,488 585 61,921 587 60,606 6,942 313 35,985 2 23,126 144,481 26,023 31,576 162 6,888 1,047 27,281 19,960 4,114 218 213 17,463 41,692 127 24,620 6,112 48,671 295 51,267 2,959 287 36,814 3,509 18,500 24,234 2,798 10 1,494 10,599 38,312 127,459 94,332 17,831 535 506 1,029,638

0.07 0.63 0.06 6.01 0.06 5.89 0.67 0.03 3.49 0.00 2.25 14.03 2.53 3.07 0.02 0.67 0.10 2.65 1.94 0.40 0.02 0.02 1.70 4.05 0.01 2.39 0.59 4.73 0.03 4.98 0.29 0.03 3.58 0.34 1.80 2.35 0.27 0.00 0.15 1.03 3.72 12.38 9.16 1.73 0.05 0.05

-12.54 -35.91 -17.61 6.60 12.95 6.45 26.92 413.10 3.74 -100.00 10.20 4.08 5.72 11.38 82.72 3.18 12.80 22.72 30.64 15.48 -62.39 -19.72 -13.91 14.63 317.32 -0.02 -41.93 10.90 -16.95 2.37 33.12 -45.99 -46.83 -94.98 3.71 15.85 -4.15 4,100.00 -17.40 20.46 18.24 -9.04 1.56 -2.99 1.87 0.99 2.72

Smmt Has Removed The Following Brands As They Registered No Vehicles In The Uk In 2011: Cadillac, Corvette, Daimler, Dodge, HuMMER CarDealerMag.co.uk | 73

SIMPLIFY YOUR REMARKETING 4 Auction Centres 10 Sales Per Week ‘Dashboard’ stock control & reporting Complete Account Management Commercial Sales Starting Thursday 26th July at Prees Heath Then every other week at Prees Heath & Westbury Chelmsford 01245 450700 Prees Heath 01948 663166

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www.astonbarclay.net

RIGHT CLICK.

Don’t be afraid of negative feedback It’s time to be transparent before your customers start to see through you

nline reviews that are based on consumers’ first-hand experiences are increasingly influencing purchasing behaviour. Evidence of how a retailer transacts with, and provides support for, its customers encourages consumers to build trust in that retailer and its products and services. This trend is very relevant to the modern car-buying process. Consumers no longer choose what and where to purchase by visiting multiple dealerships and reading brochures. Instead, they rely on online research, and as much as two-thirds of them now read owner reviews before visiting a dealership and before making a purchase decision. A forward-thinking minority of dealers and car manufacturers are already helping consumers by providing ready access to reviews from customers as well as from expert sources (e.g. What Car? road tests). A recent survey from Reevoo revealed that 73 per cent of consumers now expect to see reviews on dealer and manufacturer websites, and over half are either ‘more’ or ‘much more’ likely to buy from a site that does. It is important, therefore, that dealer and manufacturer websites act as a platform for these conversations to take place. This, of course, also

..in association with GForces

Volkswagen reported some interesting findings based on reviews of its dealerships

allows the dealership or manufacturer to monitor and react to any bad reviews they may receive, and respond to them accordingly. Volkswagen found that dealers who attained a score of four out of five stars received 32 per cent more traffic to their websites from Google searches than those with two stars or fewer. Similar trends are mirrored on social media outlets. For example, clients who regularly reproduce reviews on their Facebook page see an increase in traffic back to their company website, and a single positive review shared on Facebook each day generates extra visitors and up to 2.5 times the number of page ‘Likes’ per month. GForces’ experience of managing dealer webmarketing strategies proves that the sharing of positive reviews of dealerships’ products and services is a valuable lead generation tool. If a review is to have impact, it needs to be trusted. Consumers don’t like to be spoon-fed glowingly positive critiques, and they are alert to the possibility that reviews could be edited or falsified. Almost a third of consumers say they are worried that only good reviews are shown on internet websites. A report from digitalvisitor.com highlights the importance of leaving consumer reviews uncensored, with 70 per cent of people trusting

reviews more when they see both positive and negative comments. Dealers and manufacturers need not fear the consequence of occasional online criticism through reviews or social media, as 95 per cent of people surveyed would still be inclined to buy a product or service even if it has had a poor review. Put simply, transparency won’t necessarily harm business and can play a crucial role in building trust online. The automotive brands that succeed online are those that go further to support the needs and expectations of the consumer in researching a product or service. That now means adding a new layer of transparency, revealing both good and bad aspects of existing customers’ feedback. This will seem counter-intuitive for many organisations focused on unrelentingly positive customer communication, but having the confidence to share warts-and-all reviews boosts online traffic and increases showroom footfall.

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.

‘Sharing warts-and-all reviews boosts online traffic and showroom footfall.’

IT AIN’T ROCKET SCIENCE A STREAMLINED, FLEXIBLE AND HASSLE-FREE ONLINE SERVICE BOOKING SYSTEM. Call GForces on 0845 658 9290 visit www.gforces.co.uk to find out more.

CarDealerMag.co.uk | 75

auctions.

Henstock

auction stations

Attracting customers in midst of a busy summer

e’re certainly in the middle of a busy summer. We’ve had the Jubilee and the European football championships and the Olympics start soon. How are we going to persuade motorists to buy a car with all this going on? Well, for a start, it is important to re-appraise the stock you have on your forecourt and look at your pricing strategy. Be ruthless in pruning over-age stock, and keep a close eye on your part-exchange line. Cash in these non-retail and over-age vehicles and invest the money in attractive new stock. And don’t write a car off just because it does not fit your retail profile. A professionally remarketed partex, well prepared, with the relevant paperwork and valued sensibly, is an appealing proposition to the right buyer in the wholesale market. In fact, average P/X values have been on a high for the past six months, and year-on-year, are ahead by 3.6 per cent, despite both average age and mileage increasing over the period. You should be a regular player in the remarketing arena, because there is no quicker way to wash through non-retail cars or acquire fresh stock. When it comes to sourcing used cars, dealers need to look at all the available channels. The remarketing sector is offering the widest choice of stock and more ways to buy than ever before: Live Online, physical auction, Bid Now, Buy Now and e-Auctions mean dealers can buy cars at wholesale prices 24/7, 365 days a year. The switched-on dealer really needs to go out and forage!

Trader Media Group acquires Deltapoint bit.ly/TMGDeltapoint

Average diesel car price much higher than petrol Report highlights a ‘clear and significant’ difference in values

iesel-engined cars’ values retain a substantial price premium, but petrol cars hold their values better, says BCA. New price data from BCA shows that while volume diesel cars continue to enjoy a substantial average price premium over petrol in the wholesale market, their retained value is actually lower over a 40month cycle. The auction firm suggests this should provide food for thought for the wider industry at a time when new diesel registrations by fleets and businesses are at record levels. Typically the average used fleet and lease diesel model sells for up to £1,500 more than the average petrol car, broadly equivalent to a 25 per cent premium. However, in terms of retained value compared to MRP (Manufacturer’s Retail Price), fleet diesel cars average around 36 per cent, compared to nearly 39 per cent for petrol cars. Some of this is undoubtedly down to the sharp divergence in the average mileage covered during that time, says BCA.

Who is Simon Henstock?

Simon is UK network operations director for BCA. Visit british-car-auctions.co.uk or Project3 17:03 Page 1 call 0845 60023/4/12 6644.

No cowboys. Just Just trade trade professionals. professionals.

For petrol cars it is around 30,000 miles, for diesel cars the average is nearly double that figure. But with average diesel MRP being around £4,500 higher than the equivalent petrol MRP, this tips the scales in petrol’s favour. Tony Gannon, BCA communications director, said: ‘The average price of a diesel car always outperforms that of a similar average petrol model. ‘Research from BCA’s Pulse report shows there is a clear and significant difference in average value at remarketing time – rarely less than £1,200 and peaking at £1,553 in October last year, which was equivalent to a 31.9 per cent variance. ‘However, when looking at the retained value over the typical 40-month working life of a volume fleet and lease car, the petrol car – perhaps surprisingly – is the stronger performer by some three percentage points.’

Triple success for Gloucester Manheim team MANHEIM has won its eleventh LeasePlan award in recognition of industry-leading service levels and commercial vehicle auction performances. In seven of the eight quarters assessed by LeasePlan, Manheim Auctions, Gloucester came top in the supplier accreditation process. Most significantly the auction centre team has scooped

the prestigious ‘Supplier Excellence Auction Provider of The Year’ award for the last three years. LeasePlan has regular van auction programmes at Manheim Auctions, Gloucester and Haydock. Manheim holds more than 600 commercial vehicle auctions each year through its network of seven dedicated van auction centres.

Strictly Trade only (VAT No. and verified bank details reqd). Purpose built 12 acre auction complex . Enclosed and heated auction halls. Fleet Car Sales every Monday & Thursday. Excellent variety of weekly stock from premium sources. Collection of vehicles 24 hours a day. Fixed cost buyer’s premium. Excellent on-site restaurant. Call now for account applications. Brindley Road, Stephenson Industrial Estate, Coalville, Leicestershire LE67 3HG T: 01530 833535 email: info@fleetauctiongroup.com www.fleetauctiongroup.com

76 | CarDealerMag.co.uk

TRADER TALK

..in association with AutoTrader

It’s really good to talk in real-time Why keeping the art of conversation going could be great for your business

s we come to rely more and more on emails and texts in our business communications there is a real danger that the art of conversation will soon become a lost art. This would be great shame as talking directly with a potential customer is still a great way to convert a prospect into a sale in an online retailing environment Direct, real-time interaction provides the opportunity to fully engage with consumers and develop a relationship in a way that simple online web pages or social media alone cannot achieve. It allows you to influence a consumer by engaging with them in a dialogue at the earliest possible opportunity in the buying process. Cambria Motor Group has been trialing Auto Trader’s new Live Chat, launched in conjunction with industry leading online chat provider Contact At Once!, to turn warm leads into hot prospects. Cambria has been operating Live Chat for five years and since incorporating it into its Auto Trader activity this year has seen a 27 per cent increase in leads. Ian Godbold, marketing director of the Cambria Motor Group, said: ‘Live Chat gives buyers the opportunity to engage with us when they are at work or at times when they may not

‘My advice to anyone considering Live Chat is do it immediately.’ be able to talk. The lead quality is very good and if it’s not qualified already it’s very easy to turn the enquiry from a generic enquiry to a qualified lead. ‘My advice to anyone considering Live Chat is do it immediately, you’ll get an instant uplift in leads and your showroom will always be open.’ Live Chat provides such an opportunity and unlike telephone calls and face-to-face conversations which can only occur one at a time, Live Chat enables dealers to have several conversations at the same time and at any time of the day. There is a level of commitment to provide a dedicated resource as response times are critically important. And it is not only response times and

knowledge that are important to the success of Live Chat, but also the tone of the conversations which need to ensure that the customer is truly engaged and not just provided with a list of standard answers. The clue is in the name – Live Chat should be just that. Recent research has shown the power of this technology. Sixty-seven per cent of consumers who engaged in online chats were ready to purchase a vehicle within 30 days. Furthermore, Live Chat led to a 20 per cent increase in consumer engagement, with 50 per cent of chats subsequently converting into a lead. Live Chat simply lets potential customers, who are ready to talk, connect with your sales staff at a click of a button, giving dealers the best chance of converting a warm lead to a hot prospect’.

Who is Tim Peake?

Tim is group strategy director at Trader Media Group, publishers of Auto Trader, the UK‘s largest car marketplace. Visit autotrader.co.uk

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NET GAINS.

..in association with Codeweavers

Getting the right recruits is vital Follow these top tips and take the stress out of selecting new staff

ecruitment is time consuming, frustrating, expensive and a massive drain on any business, but unfortunately there is probably no more important activity. In order to succeed in any business you need the best quality people. In this article I offer some of the tips and best practice that I have garnered over the past 10 years or so. While not directly related to the internet it may be of use especially if you are venturing into recruiting people for roles new in your business such as digital marketing, internet sales or digital managers. Tip 1: Be patient This is key. If you are desperate to recruit then unless you are extremely lucky you will almost certainly rush in and regret your recruitment decisions. Where possible plan your recruitment well in advance, perhaps keep a channel open with the agencies so that they send you CVs even when you are not actively looking. Tip 2: Go with your gut Gut feelings are important so don’t ignore them. After you have completed your interview ask yourself ‘Do I want to work with this person?’ If the answer is no or you are not sure then reject the candidate. You need to be thinking ‘I really want this person in my business’. If you’re not, then they are almost certainly not for you.

‘To succeed in any business you need the best quality people.’ Tip 3: Involve your team Ask someone currently in the same or similar role to join you in the interviews. Having people that are doing the job already enables the candidate to quiz the person on the shop floor. You also often find that they ask questions you would never think of asking. Finally it’s a great experience for willing members of staff as they feel more valued and can also see how the interview process is conducted. Tip 4: Experience is overrated If your business is a learning organisation (see last month’s article) or if you have experienced people that new recruits can learn from then I suggest you recruit a junior. Train them to do the job you want done the way you want it done, not how someone else thought it should be done. Use

the enthusiasm of an inexperienced candidate to your advantage. Tip 5: Use an online agency I am a big fan of these services, mainly because I am tight and won’t pay more than 10 per cent to traditional agencies. For a small fee (relatively), around a couple of hundred pounds, your job advert is checked and posted to dozens of online job boards. CVs are then submitted to you directly and you can recruit as many people from a single ad as you require at no extra cost. Many have automated filtering although I don’t rely on this as it can be a bit unpredictable. If you don’t want to look at all the CVs yourself then some services offer a manual filtering process for a fee. Just type ‘online recruitment’ into any search engine. So there you have my top tips for recruiting. Let me know how you get on.

Who is Roland Schaack?

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

MORE THAN JUST CALCULATORS

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78 | CarDealerMag.co.uk

SHARES.

..in association with ASE-global.com

Pendragon in pole position as June provides time to reflect There’s still a sense of unease about prospects for recovery... but there are bargains available

FORD STRENGTHENS ITS MARKET POSITION

here were relatively few announcements from the listed motor retailers during June, leading to a fairly stagnant month with regards to share price movements. This is generally true of this time of year, and provides a good time to take stock and reflect on performances over the first six months of the year. As normal, the stock market reflects expectations over future performance (and inbuilt current risks) and this is shown in share price movements. The best performer, from an investment standpoint, has been Pendragon. It entered the year at 8p and has spent the last couple of months hovering between 14p and 15p, a very healthy return on the year. The overall valuation is still low, compared to other car dealers with a significantly higher P/E ratio, however there appears to be increasing stability in share price, with all the

‘The market remains nervous of any company with a mountain of debt.’ excitement contained in the rejection of the board’s remuneration plans. The shape of the graph, albeit with a lower percentage gain, has been produced by Lookers. The share looked like it was giving up some of the gains made during February and March, however a strong bounce-back at the end of June has brought the price back up to its 2012 high. Inchcape looked like they were going to beat Pendragon’s share price performance at the end of the first quarter. However, there has been a significant fallback during Q2 leading to an overall improvement in the share price of 10 per cent in the first six months. The performance of the other listed companies has been in marked difference to

FORD has reported its car sales were up 3.6 per cent for the first half of 2012, compared with 2011, to 189,514 units. However, sales of 23,466 were down 4.1 per cent, from 24,461 in June 2011. For the year to date (end June) total UK car sales were 1,057,680 up 2.7 per cent compared with 2011, while Ford car sales for this period in 2012 were 149,681, up 3.6 per cent compared with 2011. The Fiesta continues to sit in the number one slot in the UK market, with sales for the year to date increasing from 51,643 to 59,570, compared with the same period in 2011. The majority of Ford’s range has also been strong. The C-MAX, the Mondeo and Galaxy all secured sales and share increases in June, while for the year to date Focus, Mondeo, S-MAX and Galaxy have all recorded sales increases,

the shares mentioned previously. Despite a bullish trading statement, Vertu has continued a slight decline over the second quarter more than wiping out the small gains made during Q1. Vertu has re-emerged on the acquisition trail at the end of June and it will be interesting to monitor whether they can pick up any profit-enhancing bargains in the current tough trading conditions. Cambria has produced a more dramatic drop during Q2 with the share losing more than 20 per cent of its value during May and June. This has also been the picture at HR Owen

compared with 2011. Ford’s combined sales in the UK light commercial vehicle and medium commercial vehicle segments were up 4.0 per cent in June, increasing to 6,362 from 6,118 in June 2011. Mark Ovenden, Ford of Britain managing director, said: ‘Competition is more intense than ever in the UK market so I am delighted that we have succeeded in increasing our car sales and share through the first six months of 2012. ‘Our best-ever product range is a key contributor to our strengthened leadership position and with the new 1.0-litre EcoBoost engine in Focus and the new Focus ST now launched to considerable media and customer acclaim, we are keenly anticipating the new Ford B-MAX and the new Ford Transit, due later this year.’

which has declined steadily during the second quarter. After early price drops, Caffyns has returned to within touching distance of the value at the start of the year. All of the above reflects a general sense of unease over when the recovery will happen, with the market picking shares they think are on the right path, only for a set of results (or economic statistics) to pour cold water on any recovery. There are still some bargains out there, however the market remains nervous of any company with a mountain of debt and is looking for a consistent improvement in profit.

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 | 79

the fleet.

iMiEV: First report Our fleet is now three strong as the editor takes custody of an electric Mitsubishi

expectations, and it soon becomes very normal. I love the way the little Mitsubishi picks up speed too. Its 0-60mph time of 15.9 seconds doesn’t exactly sound impressive, but around town it’s extremely nippy. It darts away from lights and junctions with a surprising turn of speed. The electric motor produces 49Kw, which is around o this car has no engine? Wow, it’s very 66bhp, but the impressive bit is the torque figure quiet isn’t it?’ ‘I didn’t realise Mitsubishis of 180Nm – that explains the punch it’s got and come with leather interiors.’ ‘Is this just with an electric motor it’s available immediately. a glorified biddymobile?’ Inside it’s a pleasant place to spend time too. Three different passengers and three very OK, the controls and dash are pretty basic – different reactions to Car Dealer Magazine’s latest especially when compared to a Nissan Leaf – but long termer. It’s becoming quite clear that if you’re looking to split automotive opinion, an electric car the maker has tried hard to make it feel high spec. Our test car comes with optional white leather is the perfect way to do it. seats and a leather clad dash. Some of the trim is a The little Mitsubishi – sister car of the Peugeot little loose though and we’re not huge fans of the iOn and Citroen C-Zero – was one of the first of the fussy Kenwood multimedia system – the buttons new wave of electric cars to hit the market. Unlike are just too small for use in a road car. the Renault and Nissan offerings, it looks and feels However, where the iMiEV really makes sense extremely different to its rivals – its tiny dimensions is in the cost stakes. First up there’s no road tax to look a little strange and it certainly stands out. For my commute – all 1.6 miles of it – the iMiEV pay and if you’re selling it to Londoners you can tell them they’ll avoid the dreaded Congestion makes a huge amount of sense. Conventional Charge too. Then there’s the juice – it’ll do 93combustion engined cars don’t even get warm. In miles (why couldn’t they round that up?) on a full fact, my commute probably does most cars more harm than good. The Mitsubishi, however, relishes charge and that charge will cost you £2. Or, if you do it overnight on Economy 7, it’ll cost just £1.05. the short hop to work. It takes some getting used Mitsubishi says by recharging it like that, 12,000 to though. Jump in and turn the key and you’re miles of driving will cost £135! Not bad eh? greeted with a series of bongs that let you know Our long termer has only been here a few weeks it’s ready to go. There’s no engine noise (probably because it doesn’t have an engine), which can be a and after two weeks of commuting I have only had to charge it up once. And when I say I, I really little hard to get used to, but once you’ve adapted mean Batch has only had to charge it up once. to it, the silence is actually quite enjoyable. I delegated that task… More on our latest fleet We’re so used to cars making lots of noise that member next month. when you get in one that doesn’t it feels very JAMES BAGGOTT strange indeed. However, adjust your senses and

80 | CarDealerMag.co.uk

second opinion

Socket to me... DELEGATED? More like ‘the car is parked just down the road. Get it would you? And charge it.’ Right. Charge it. Where does one do that? A quick look at a rather nifty map showing charging points on the interweb revealed that the closest was 30 miles away, and the nearest fast charging point was in Bournemouth. If you know your seaside resorts, you’ll be aware that Bournemouth is 53 miles away. Time for some improvisation. I roped in the ‘man downstairs’ and engineered a solution involving an open window and an extension lead. It was probably rather dangerous and certainly against what Mitsubishi says. But it was enough charge for me to get home. JAMES BATCHELOR

the knowledge Model: Mitsubishi iMiEV Price: £23,990 (with £5k govt grant) Engine: Electric Power: 66bhp, 180Nm Max speed: 81mph 0-60mph: 15.9s Range: 93 miles Emissions: 0g/km Mileage this month: 91 Costs this month: £0

This month’s highlight: Avoiding petrol stations. Unless buying Costa coffee. Or Red Bull. Or both.

longtermers

Kia Rio: Fourth report M

y turn again for a spell with the Rio and I had a trip to London in mind. When I’m not visiting car factories, race tracks or putting pages together for editor Baggott, I play a minor role in the production of a reasonably well-known newspaper. This involves a round trip of 150 miles to London, up the M3 from Hampshire and into the centre of the city via Putney, Fulham and Hammersmith. In other words, a journey that would give me the chance to put the Rio through its paces on the wide open M27, suburban dual carriageways such as the Guildford and Kingston bypasses... and the clogged city streets that lead to the Hammersmith flyover. At least that flippin’ flyover has been fixed after a lengthy spell of repair work, alleviating the worst of the congestion! Normally I undertake this journey in our family’s second car, an 08-plate Seat Ibiza, which to be honest, I don’t enjoy driving that much. I find it slow to accelerate away at traffic lights and roundabouts, with a gear change that feels vague and a 1.4-litre petrol engine that just seems to make things rather hard work. Having said that, I don’t regret our Seat purchase. The car has been ultra-reliable in the three years we have owned it. But I expect you

second opinion I’VE also been to London in our little Rio this month and was staggered again at just how good it is. I learnt on the trip that not only can you play your music through the iPod in, but if you’ve set your iPhone up with Bluetooth it will stream the music wirelessly too. It’s all rather clever. JAMES BAGGOTT

can work out what’s coming next. I preferred making my London trip in the Rio. Everything just feels more planted and precise, with a guaranteed response from the engine from a standing start that you can achieve without putting your foot to the floor and sending the rev counter haywire. Like our Seat, the diesel-powered Rio is an economical car to run. Of course, diesel is more expensive than unleaded, but once the tank’s full it seems to last forever. And maybe, instead of moaning about the trials and tribulations of driving into London (don’t get me started on the number of speed cameras on the route!) I should take the train instead… DAVE BROWN

the knowledge Model: Kia Rio 1.4 CRDI ‘3’ Eco Price: £14,295 Engine: 1.4-litre, 3cyl Power: 89bhp, 90Nm Max speed: 107mph 0-60mph: 13.7s MPG (comb’d): 70.6 Emissions: 105g/km Total mileage: 7,135 Costs this month: £0

This month’s highlight: Realising it is actually possible to have fun while driving into central London.

Skoda Yeti: Second report D

espite worrying about not doing enough mileage, I still managed to wind more than 1,000 enjoyable miles on to the clock of the Car Dealer Skoda Yeti Greenline II in a month. In fact, as I write after a couple weekends away and two trips to the Goodwood Festival of Speed, the Skoda is edging 2,000 miles. The biggest event for the Yeti last month was a trip across the channel with Skoda, for the Ypres Rally. Unlike Batch, who took advantage of a loaned Octavia vRS estate, I opted to take my Skoda. I had the last laugh, however, as I was the only one to have European mapping on my sat-nav and ended up leading a very patriotic convoy of Skodas from the Chunnel to our hotel in Belgium. This will probably be the only time a Yeti Greenline will ever be in front of two white and blue Octavia vRSs, but it looked really cool. Thankfully, despite mixed weather conditions, I had more luck than Skoda UK Rally team driver, Andreas Mikkelsen, who fell off the road on Saturday morning. But despite loosening up nicely, sadly the Yeti hasn’t been entirely fault free. Whilst on the motorway, just before leaving for Belgium, the rear cap for the roof bar decided to dislodge itself and fall off. I heard something fall on to the road, but thought I’d just kicked up some

second opinion ME going on about how excellent the Yeti is seems to have rubbed off on my Volvodriving father. He’s now threatening to buy one. He even, quite loudly, asked what type of discount he could have when I was chatting to some Skoda press officers the other day. EMBARRASSING. JAMES BATCHELOR

the knowledge

road debris. The first time I realised something was wrong was when I gave the Yeti a clean later on and noticed it was missing. I thought this might have resulted in a trip to a dealer, but instead Skoda UK posted me the part and I clipped it on in a matter of minutes. Despite more careful driving, I haven’t seen the mpg improve by much, but considering the mileage, 430 miles to a tank is still pretty useful. I’ll be working to improve this next month. MARTYN COLLINS

Model: Skoda Yeti Elegance GreenLine II Price: £22,670 Engine: 1.6-litre, 4cyl Power: 103bhp, 250Nm Max speed: 109mph 0-60mph: 12.1s MPG (comb’d): 61.4 Emissions: 119g/km Total mileage: 2,043 Costs this month: £0

This month’s highlight: Finding out the Yeti drives exactly the same on the continent as it does in the UK.

CarDealerMag.co.uk | 81

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Batchelor

BACKFIRED

Brainwashed... by a 23-year-old Norwegian

he conversation went much like this – Andreas: ‘Hi, nice to meet you.’ Me: ‘Hello, the pleasure’s all mine. My name’s James. (We shake hands.) I met you last weekend in Ypres for the rally.’ Andreas (hestitates): ‘Oh yes. I remember.’ It was at this point that Andreas flicked the ignition switch of the Skoda Fabia S2000 rally car, rammed the gear lever into first, and hurtled towards the trees of Goodwood’s Forest Rally Stage. Seven days earlier I had witnessed, from the comfort of a large onion field in Belgium, exactly how this man drives. Andreas Mikkelsen is the reigning IRC (Intercontinental Rally Championship) champion, and is the darling of Skoda UK Motorsport’s IRC rally programme. Mikkelsen was there as the icing on Skoda’s enormous cake – a cake that saw Skoda sponsoring the Forest Rally Stage at the Goodwood Festival of Speed. But Skoda’s activity didn’t just consist of sponsoring the Rally Stage. Goodwood also played host to the first large public unveiling of the new Skoda Citigo, and the Czech brand’s swish white stand was buzzing with punters all day. There was an abundance of cake on offer to keep people happy, and show-goers could let their hair down by taking a trip down an enormous slide too. This was a brand that knew how to have fun and make people happy. Sadly, that’s quite a rare thing these days. More often than not manufacturers are so interested in building cars that they forget they need to appeal to customers. The Ed. was asking earlier on in the mag, does motorsport really affect car buyers’ habits? Most probably not to an ordinary manufacturer. But to a car maker that is vibrant, fun, engaging, and has a large dose of interesting, class-leading, and impressive product I would have to say it does. Customers stockpile images of a Skoda at the front of a pack of sweaty cyclists, free cake being dished out to them at Goodwood, and a noisy Fabia cavorting through a wood with a blond-haired 23-year old at the wheel. Call it brain-washing if you like, but it works.

‘This was a brand that knew how to have fun.’

Who is James Batchelor?

Award-winning Car Dealer writer James is one of the fastest-rising new talents in motoring journalism. Read him here every month. 82 | CarDealerMag.co.uk

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mini test: Kia OPTIMA

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NOW three years old, Toyota has given the Avensis a make-over. Designers have been let loose on the exterior and given the interior a bit of a refresh with new cabin materials, and engineers have had a crack at the 2.0-litre diesel engine. The revisions have been largely successful, but we’ll have to wait until the next-generation Avensis for something that really brings something new – and interesting – to the party.

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Price: £21,525, tested in Issue 47.

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James Litton TRADER TALES

Nightmarish times in a difficult used car market

thought I was a used car man. My dad had a garage for all of my formative years and for my last 14 years in the trade I have considered myself to be something of a specialist. However, trying to value a car accurately in today’s market is an absolute nightmare. I will give you an example. Our compound currently houses a 2010 (10) Audi Q7 3.0TDi S Line in silver with black leather, just 27k, proper franchise history, full multimedia and upgrade alloy wheels. I valued the car for one of the salesmen when I was on a day off and he told me Glass’s Guide positioned the car at £31,725. ‘Good car, nice mileage, right spec, although it really needs a sunroof. £31,000,’ I told him. For the first four months of this year I would have been fighting the trade off and it would have been a case of how much over the guide value I would achieve. We did the deal and when it arrived in stock a couple of weeks ago I started to look at the disposal process. I always check both guides as a matter of interest and my heart sank when I read that CAP valued the car at £28,500. I have yet to grow the required set of plums to take the pain on this car, particularly as I had two cars develop incurable ailments from initial appraisals by the respective salesmen. There is no doubt that the current used car market has softened from the lofty heights of the last 18 months but if the guides have such a disparity, what hope is there for us? I would dare to suggest that the current used car market is as challenging as it has ever been, certainly in my time. Buying the right car at the right money still presents a challenge, yet the retail customer has become more elusive at the premiums required to own the car in the first place. Let’s hope for a clearer picture before too long for all our sakes.

‘If the guides have such a disparity, what hope is there for us?’

Traderdir Alfa Romeo

Alfa Romeo

Sturgess Alfa Romeo

Benfield Alfa Romeo

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

Mangoletsi (Holdings) Ltd. London Road (A50), Allostock, Knutsford, Cheshire, WA16 9NS Tel: 01565 722899 Fax: 01565 722229

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

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

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

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

Perry Beaver 0116 254 1717 perrybeaver@sturgesscars.co.uk

Who is James Litton?

James is sales manager at Tony Purslow Mercedes Benz, Guildford. He always has something to say about the industry he loves. 84 | 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

Lookers Park Royal

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 Kevin Adams 07900 986095 kevin@brayleys.co.uk

Chris Allen chrisallen@sturgess jaguar.co.uk 0116 282 6868

Dave Cooper / Steve Gurr 07831 704134 07921 408983

Jerome Chandiram 0208 845 3551

parkroyaljaguar@lookers.co.uk 0208 938 1300 07534 927 821

Mike Mongiello mikemongiello@sturgess cars.co.uk 0116 282 6969

Land Rover

mini test: PORSCHE PANAMERA 4S

Lotus

Maserati

Beadles Land Rover

Car dealer says HHHHH

Murray Motor Company

Meridien Modena

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

AT speed the 4S feels not too dissimilar to a 911, but can easily carry four people.

Brandon Ware 0131 200 8888 0750 326 0186

Warren Butt 02380 283404 07860 530703

Price: £90,891, Issue 47.

Maserati

Mazda

Mini

Mazda

Nissan

HR Owen

Lifestyle Mazda

Vines Group

Brayley Mazda

Nissan

Toyota

Volvo

General

Hyundai

Kia

Currie Motors Toyota

Sturgess Volvo

Barry Freedman

Sturgess Hyundai

Brayley Kia

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

Dave Cooper / Steve Gurr 07831 704134 07921 408983

Mark Spowage 01293 845045 07974 770020

Scott Allen 0116 275 8800 scottallen@ sturgesscars.co.uk

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

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

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

Kevin Adams 07900 986095 kevin@brayleys.co.uk

Perry Beaver perrybeaver@sturgess cars.co.uk 0116 2541717

Sturgess Nissan Perry Beaver 0116 254 1717 perrybeaver@sturgesscars.co.uk

Kevin Adams 07900 986095 kevin@brayleys.co.uk

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

Payments can be made online via credit or debit card. Or send your cheque made payable to Blackball Media Ltd to Car Dealer, Endeavour Quay, Mumby Road, Gosport, Hants PO12 1AH. Your details will appear in the next issue.

CarDealerMag.co.uk | 85

workshops.

Want to be included in our new section? Call (023) 9252 2434

Get smart and get on the web Many independents missing out on online opportunities

hile independent garages are beginning to adopt the use of websites, progress is still slow according to a report by the Retail Motor Industry’s Independent Garage Association. The report surveyed over 2,000 IGA members and found that a high percentage are not taking advantage of the online opportunities a website could offer them. The report said the region with the highest percentage of member websites is Northern Ireland at 80 per cent, and the lowest is Wales (39.5 per cent). Reviewing website provision by county, those with the highest percentage of garages with company websites were Buckinghamshire (85 per

cent), Berkshire (77), Hampshire (75), Surrey and Warwickshire (both 74). The counties with the lowest percentage were mid-Glamorgan (20 per cent), West Glamorgan (22), Denbighshire (33), Cleveland and Cumbria (both 38). IGA director Stuart James said: ‘Recent statistics indicate that consumers are using the internet as a reliable tool to research which garage they will next use. ‘With the increased use of internet marketing by businesses and sites such as Facebook and Twitter being used as advertising tools, it is more important than ever that independent garages move into the technological age. ‘By modernising the way they portray themselves

ÜÜÜ° °V 86 | CarDealerMag.co.uk 94

to customers, independent garages can begin to move away from more old-fashioned practices to ensure they stay competitive. ‘In order to assist those garages with no website and to help them become part of our increasing web focused society, the IGA is providing this as an additional member benefit which will enable garages to have a website built for them.’ And he added: ‘The only additional cost they will incur will be for the hosting of the page and the website address which they will remain the owners of. ‘This will still cost less than placing an advert in the local press and will raise their profile substantially.’

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One size fits all? Not really – try a more personal approach

can still recall the moment my teacher asked the class if anybody would like to look after me during my first week in a new school. I had just moved to a different primary school and like most seven-year-olds, I wanted somebody to put their hand up and hopefully see me through my integration into a new community. More than 25 years later and the person who was given that task remains my ‘best friend’. As we are very similar, it makes our interactions effortless, regardless of how much time has passed since we last spoke. That is the insight into a successful friendship and relationship. Regrettably, at the other end of the spectrum there are relationships and interactions with other people which are not so pleasurable and where common ground is much harder to come by. As salespeople, we like speaking to customers and prospects similar to ourselves, as the conversation comes very easily and we are able to function and operate candidly. The people we’re not so keen on are the ones who don’t wish to speak to us or who make things feel ‘awkward’. In those cases, we might struggle a little bit more than normal with our sales interactions. When this is the case I have often witnessed sales people moaning about the customer having an attitude problem, or pointing out that it’s the customer’s loss. There might be a comment that the customer will never speak to them or that there is little potential with the customer anyway (when actually there is!). This problem isn’t going to go away; and not only that, it is only going to continue and harm our businesses. Our ability to converse with people who are ‘different

Jonathan

Such TIME IS MONEY

to us’ needs to improve, and quickly. Trading conditions continue to become more difficult on a daily basis and, in my opinion, those of us who can adapt quickly and effectively will have much more business longevity and success. I attended a sales seminar recently where the facilitator talked about two types of selling. The first was the traditional ‘one-size-fits-all’ approach, where prospects are taken through a rigid process which has been corporately taught. Similar things are said to each and every customer with the anticipation that this route will capture enough sales. The second explores the process of understanding the

‘Our ability to converse with people who are different to us needs to improve, and quickly.’ other person as an individual and, in particular, how they think. The salesperson then adapts how he or she sells to them according to how they like to be sold to. For example, somebody who is highly driven and runs their business at 100mph does not want to spend time discussing the weather or how they spent their weekend. They want to know how you can assist in improving their business (if you can), and fast! My best friend would be an easy sell for me, as I know exactly what he is like and how he would like to buy. Somebody who I hardly know, well that is a different story, but first I need to understand how they think as opposed to hitting them with the ‘same-size-fits-all’ sales process.

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

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