Car Dealer Magazine: Issue 9 by Blackball Media

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CarDealer. Issue Nine December 2008 www.cardealermagazine.co.uk

Driving the future of the motor trade

ROAD TEST OF THE YEAR

BER’S OCTO

T SMM S E L

SA ES FIGpU8R1

EWARDS ISSUE – WHO WON WHAT? Results: The best UK automotive industry websites revealed inside

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start Issue nine | December 2008

‘Ok, so I admit this is a rather eclectic bunch, but there was some reasoning behind our car choices.’

RTotY, p24

WHAT a month it’s been! As you’ll know from the tag on our cover this is our biggest ever issue – and as such has been quite a slog to put together! But it hasn’t all been hard work… As you’ll see by the stunning cover shot, we’ve done our Road Test of the Year (or RTotY as we’ve shortened it to). The idea behind it was to give you something meaty to read over the quiet Christmas period when the punters are more interested in filling stockings than putting new cars on their drive. As you will read, it was an eventful few days, but really did make up for the hard work that was to come. That hard work began with the judging of the Ewards – this involved a huge amount of co-ordination and emailing between ourselves and the judges, but it really was quite exciting as the votes rolled in. Ok, so it was no presidential election, more Eurovision, but seeing the leaders chop and change in each category as each judge sent in their picks was quite entertaining – all it needed was Terry Wogan to spice things up! With the winners picked I set about ringing them up and organising a week on the road so I could drop off the Ewards. If you read my blog at cardealer magazine.co.uk you’ll know it was an eventful week that included a flashing speed camera (doh!). Still, it was great to get out there and meet the winners and hear their thoughts on the market conditions. You can find out who won what on p47. Congratulations once again to all the winners. If you’re feeling slight pangs of

jealousy towards the lucky few, we’ve also chatted to a host of experts about building a winner for next year’s competition. There are a whole host of hints and tips about what makes a champion site and it shouldn’t cost you the earth. Turn to p57 to find out more. While I was on the road I took the opportunity to quiz our winners about Car Dealer. We’re on issue nine now and want to ensure that we’re improving all the time – producing a product that you want to read every month. A number of fantastic suggestions came out of these meetings of how to improve the mag and I’ve put one in place already by including the latest SMMT sales figures in full (p81). It’s the very last thing we put together for the magazine, as they arrive on the day our pages head to the printers. But we know they’ll be useful to you, which is why we’ve modified the way we do things to get them in. It was with this in mind that we decided to launch our very first reader survey too – you’ll find it on the back of the carrier sheet that has your name and

address on. If you’ve already chucked it away don’t worry – you can fill out the survey on our website too. By telling us what you like, don’t like and would like to see included in Car Dealer in the future we can set about improving the magazine for you – so don’t hold back! As a thank you for taking the time, we’ll enter you into a draw to win a cool Garmin sat nav system. Happy selling…

James Baggott, Editor

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ignition Issue nine | December 2008

‘Unlike these spoilt journalists, I don’t get to drive flash cars like these all the time – my day-to-day transport is a Vauxhall Vivaro.’

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Paris Motor Show

Fiat chief’s at it again

New website insight

Ford to launch tlc rival?

The £2.5m McLaren F1

14 16 18 22

Inchcape’s new VW site Suzuki: We can beat this Smart’s on the up Big Mike: The Shark...

The star cars from France What’s Humberstone up to now? Motormarttv’s big plans for you Servicing package for Ka rumoured Not everyone’s feeling the crunch

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forecourt 24 26 31 35 36 38

RtotY 08 Aston Martin DBS Caterham R500 Twingo 133 Mitsubishi Evo X The Verdict

features 47 48 51 53 55

Ewards: The results Franchised winner Independent winner Car maker winner Special achievement

RTotY, p24

Build an Eward winner How you can win next year

The Automatic Why you should be automating

65 67 69 70 73 75 77 78 79 80 81

Right Click LCV Insight Dot Com Auctions On the Spot Win Rally GB Tickets Gadgets Used Car News Trading Places HPI Valuations News SMMT Sales Figures

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dashboard Ferrari California: Sold out until 2011

FERRARI’S California was officially shown at Paris. Controversially, it’s a coupe-cabriolet, with a folding hard-top. Who cares, voted show-goers. It looked great and with prices announced to be around £140,000, it looks set to be popular. The model goes on sale in January, not that customers have much chance of getting one – It’s sold out until 2011! Road test: Next month

BMW’s brave move to show X1

WAS it brave of BMW to showcase a new SUV? Certainly, argues the German maker. For this is its smallest yet, a sub-X3 machine with good emissions and economy on its side. The X1 is due next year, and plans to offer 3-Series Touring buyers a similarly-priced but more stand-out alternative. Sensitivity issues meant BMW did it no favours by tucking it away in the corner of its stand.

...Car Dealer at the Paris Motor Show

Megane steals the show

The Paris show took place just after our deadline last month so, better late than never, Richard Aucock reports on the star cars that made their debut RENAULT’S most important car in years made its public debut in its home nation. This is the car Renault hopes will address its falling family car sales: So far this year, Ford has sold five Focus models for every one Megane moved. The company has invested 1.8bn Euros in the new car – a sum it says will lead to six bespoke versions. Paris saw the world unveiling of the coupe – call it the three-door – which shares only bonnet, wings and headlamps with the five-door seen here. Renault was at pains to stress how it has invested big time in improving the Megane’s dependability record. Stats from the Laguna, the UK MD told Car Dealer, already show marked reductions in warranty claims, to the benefit of everyone involved in the supply chain. The Megane will continue this record and, we wonder, maybe the Laguna’s 100,000-mile warranty too.

Like the VW Golf, Renault has drawn from the current Megane in areas beneath the metal, and there are some familiar engines in the line-up. The 1.5litre dCi diesel continues to give great economy, with dCi 130 and dCi 150 units also offered. New, though, is a highly efficient 1.4-litre TCe turbo petrol. This has the power of a 2.0-litre but the economy of a 1.6-litre – both units that will be available from launch. The TCe arrives

later in 2009. Needless to say, the company also expects a top-drawer Euro NCAP score. Prices will start at £13,995 when the model hits UK roads on November 26. Trims include Expression, Dynamique and Privilege, with Renault pointing out the 1.6 Dynamique is ‘significantly better value’ than a 1.6 Zetec Focus. Options will be vast, including an innovative 3D t stereo. The Coupe version arrives in January.

Custom job for new Ka WHEN it’s launched in January, Ford’s all-new Ka will offer a series of special customisation packs. These were shown at Paris as the model took its official bow. Ford of Europe president John Flemming said that both the Ka and the all-new Fiesta will help lead Ford through the recession – it’s just the thing for downsizing buyers, he said. The Ka’s personalisation packs include exterior stickers and wheels, interior upholstery and

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chrome detailing. They’ll help draw younger buyers into the £7,500 city car – and Ford has even bigger hopes for it than ever before. Remember, in its youth, this used to sell upwards of 35,000 a year… Also shown was the Focus RS, with the maker announcing the waiting list is building. We also saw the Mondeo’s upmarket shift continued to gather pace, with the introduction of an ‘Individual’ trim line. Ford to rival MINI tlc? p11

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Now Fiat boss is mystery shopping the opposition... EXCLUSIVE: Fiat UK chief Andrew Humberstone tells Car Dealer he’s learnt a lot from checking out rival showrooms FIRST it was his own dealerships – now Fiat UK’s managing director is mystery shopping his rivals! Car Dealer exclusively revealed in August that Andrew Humberstone was visting his entire dealer network, but his mystery shopping didn’t stop there. ‘It’s not just my own dealer network I’m visiting,’ he told Car Dealer. ‘I’ve mystery shopped our rivals too. ‘When I’m out and about and see a nice dealership I park up, go in and

check it out. I’m not a well-known face in the industry so can do that.’ While he wouldn’t be drawn on who he’d seen, he did say he’d learnt a lot from the visits. ‘What I’ve liked most is

the rival dealerships that have – and I know it sounds crude – but the right attitude. You can get a nice site, but the key differentiator when you walk in is the attitude of the people you talk to and the chemistry between them, and you, the customer. ‘And that’s something that I think we overlook and I want to bring to our brand. It’s the people factor that counts – and as a business you can overlook that.’ Humberstone added that his visits to his own dealer network will help him shed 25-30 per cent of the network in the coming year, but be believes his job could be made easier by the credit crunch. ‘There will be casualties across our dealer network,’ he said, but added that there are plans to replace the axed sites with new franchises. Humberstone, 44, was speaking to us as he picked up the inaugural Car Dealer Special Web Achievement Eward for Fiat.co.uk. Full details of how and why the site won, and the other winners, can be found on p47. JAMES BAGGOTT Don’t miss an in-depth interview with the charismatic Fiat UK MD in next month’s Car Dealer.

...as Guernsey dealer corners the market FIAT dealer Le Mont Saint Garage has captured a staggering 5.5 per cent of the entire car market – the entire Guernsey market that is! Le Mont Saint’s share is so large, it’s twice what Fiat manages in mainland Britain. What’s more, 2008’s figures to date represent a doubling on what the dealer sold throughout all of 2007. ‘This is far beyond what we expected,’ said owner Dave Beausire, pictured right. ‘We even saw our sales increase during the summer months, which is something that doesn’t normally happen.’ So what’s behind it all? Well, Guernsey residents haven’t been immune from the credit crunch. What’s more, they’ve also had to take on board a

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huge increase in fuel prices – the government there has switched from a traditional road fund licence system to an innovative scheme that adds extra duty on fuel. And it’s here where the Fiat dealer has won through – with the 500 city car. ‘As people were already downsizing at the end of ’07, we set out our objectives to promote the Fiat brand on the economical benefits to increase showroom traffic,’ said the dealer chief. What followed was a mix of advertising, promotions and direct marketing – with immediate results. ‘Small, economical cars are the future. The current financial crisis has seen a slight slowdown, but we are confident the market will steady,’ added Beausire.

Static MiTo helps promote new car

EVERY Alfa Romeo dealer will get a static MiTo in their showrooms to promote the new car before its arrival. ‘Customers can oogle, configure and order, for delivery in January,’ said a spokeswoman. The launch programme is already underway with communications to dealers defining exactly what the car’s about. Prices and specifications have been released way before launch too – the car is due to arrive in January.

New man takes the helm at Volvo

VOLVO has appointed Peter Rask as MD of Volvo Car UK – and regional president of UK, Ireland and Iceland. From January 1 he replaces the current incumbent, Stuart Kerr. Kerr has been promoted to regional president – Europe. Rask has been with Volvo for 11 years and currently holds the position of president of Volvo Cars Switzerland.

Worried motorists putting off buying WORRIED motorists are being put off buying a used car through the fear of being scammed. HPI says nine out of 10 motorists worry they’re going to be ripped off. An HPI survey reveals one in 10 drivers admit they’ve had experience of fraud when purchasing a used vehicle. Now, eight out of 10 want more information on current scams, to avoid falling prey to crooks.

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New website for the motor trade Richard Aucock reports on Motormarttv’s plans to revolutionise the trade AS OUR Ewards show – it’s an exciting time for car dealers on the internet, and this new project certainly proves that! Motormarttv is pitched as the MySpace for cars or YouTube for motor nuts – with new and used car sales thrown in for good measure. And the people behind new sales channel Motormarttv.com say it is set to revolutionise the way people buy, sell and interact with cars. The launch process is underway, and the first viewings are already said to be exciting the public and traders alike. Key to the concept is a high level of car-nut entertainment. Owners can post videos, set up profile pages, buy parts and interact in a real online community. But dealers will be reassured to hear the business side has been just

as well thought out. The proposition is unique. Motormarttv is free for the public and a pay service for dealers – but not in the usual way. Instead, the site charges for referrals only. Dealers pay as little as £100 upfront, which sets up a dealer profile page and the ability to brand all adverts with their logo – or

even embed a promotional video of their dealership. Motormarttv can arrange the filming of a corporate video, for just £200 plus VAT. Charges come from every qualified lead the dealer gets. This can be a telephone call, website click-through, or email. For a small independent, this will be £8 per call, £4 for an email and £1 for

a website click. Motormarttv will also cap the weekly spend, though. Small dealers will pay no more than £75, no matter how many leads are generated. And a large dealer, listing more than 351 cars, won’t be charged more than £350. The only requirement is that dealers sign up for a 12-month contract, and leave a deposit. To make sure content is relevant, a postcode input by site users can mean pages are tailored specifically to customers in your locality. The site has high aims, and by the middle of 2009 plans to be listing more than 400,000 cars. The man behind the project, Antony Spear, said: ‘The low cost is proving attractive to dealers. We’ve so far interviewed 100, and are getting a 90 per cent uptake rate. In the credit crunch, people are thinking differently.’ Interested? So are we – that’s why we’ve lined up Spear to give us the full low-down next month. Build an Eward Winner, p57

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Is Ford set to launch a rival to MINI’s tlc? EXCLUSIVE: Car Dealer sources reveal Blue Oval could be planning service package for new baby Ka FORD could be about to launch a rival to MINI’s popular tlc servicing package. Trade sources have told us an announcement is imminent on a scheme that would see buyers charged a one-off fee when they purchase their car to cover servicing costs for three years, possibly even five. Car Dealer understands a number of Ford retailers have been briefed about the servicing product and it could even be available for the new Ford Ka, due in dealers in January. It’s likely that the product would then be rolled out to the new Fiesta too. The current MINI tlc product allows buyers to pay a fixed rate of £150 to cover servicing on their cars for three years. It’s a hugely popular offering with some 95 per cent of buyers taking it up and it is even transferable to second owners. MINI view it as a great way to retain customers, guaranteeing they’ll see that buyer every year with a far greater chance of eventually selling them another new car. ‘It also means we know that the cars have been looked after properly when they come back into the system to be sold as

Burgess Just checking Working together to help dealers beat the downturn used models,’ added a MINI spokesman. Ford’s new Ka will be a key rival for the MINI, so offering a similar servicing package would be a clever marketing move. The only stumbling block could be the fact Ford is in serious financial turmoil which could mean subsidising such a product wouldn’t be a wise move commercially. A Ford spokesman wouldn’t confirm whether the manufacturer was looking into a tlc rival, but did say: ‘Ford is constantly considering its products and those of key rival manufacturers to ensure we stay competitive. ‘A servicing package is not something we’ve ruled out for the future.’ So, that’s not a no then… JAMES BAGGOTT

Lancias set to be sold alongside Alfas IN the second half of next year, Lancia will return to the UK and Ireland. The launch car will be the posh Focusrivalling Delta, below, with a new Ypsilon supermini coming in 2010. That’s what Lancia’s European markets director, Eric Laforge, told Car Dealer – confirming relaunch plans remain afoot, despite the current economic woes. He also told us Lancia models will be sold through sister company Alfa Romeo’s dealerships, but not all of the 35-strong network at first. ‘We haven’t decided how many, but we’re starting to contact them and, in the next month, will start to show cars. We’ll invite candidates over, with a view to, in

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the first part of 2009, preparing the network,’ he explained. This was confirmed by an Alfa spokeswoman, who added that boss Christopher Nichol would determine the criteria for the Alfa-Lancia collaboration. ‘We need to maintain our corporate identity,’ she said. ‘Lancia needs a fully professional sales environment – and has to be the right partner for the Alfa dealer. They have to sit comfortably alongside one another.’ So, what do interested dealers need to do? Reflect the corporate image, said Laforge. ‘We don’t want corners of dealerships – we need space to display one or two cars and display the corporate ID.’ RICH AUCOCK

here’s no denying that times are tough as the latest car sales figures confirm. Consumer confidence is at a low ebb and car dealers are feeling the pinch. The recent interest rate cut is welcome news, but it won’t keep the wolves from the door or entice customers back to the forecourt. There’s only so much weathering the storm savvy dealers can do before it becomes time to act. Effective marketing can set a dealership apart from the competition, especially if they affiliate themselves with brands that enhance their service. Take a look at the results of our latest survey, which reveals that more than two thirds of customers bought their last car from a dealer. Nothing too remarkable in ‘There’s only that you may think, but a so much whopping 90 per cent of those said knowing that weathering dealer was an HPI custhe storm savvy tomer gave them greater confidence. Now there’s dealers can do some food for thought. before it’s time Having spent many years to act.’ listening to you, we know that you need to provide your customers with real benefits, such as peace of mind and security. By demonstrating to customers that you understand their needs and exceed their demands, you can really stay one step ahead of the pack. Easier said than done, I hear you say. But there are tools out there to help you reach your customers. We have created a digital media pack which offers dealers everything they need to show customers that their vehicles are checked with HPI before being offered for sale. The pack comes on a simple CD that is full of graphics, designed to help our dealers stand out from the competition, whether it’s press advertising, online or on the forecourt. The simple fact of the matter is that by working together we can not only benefit car buyers but protect profit margins and increase showroom traffic. It’s no longer enough to simply claim to be bigger, better and cheaper than the competition and there hasn’t been a better time for us all to explore new opportunities as we seek to retain, if not increase, our market share.

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

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dashboard McLaren defies crunch selling for £2.5m

Tew Net gains CREDIT crunch? What credit crunch? That’s probably what the buyer of this supercar’s thinking anyway! They’ve just paid an amazing £2.5m for the McLaren F1. The sale took place at RM Auctions’ Automobiles of London event, run in association with Sotheby’s and is said to be the first time the car’s been offered since sold new. The car sold was the original Park Lane dealer display car – which sat in the showroom being ogled for years. Bidding was reported to be ‘spir-

ited’ – you can say that again – and it ended up achieving twice the presale estimate. That’s £2,530,000 in all – a new world record. Max Girardo, MD of RM Auctions’ European Division, said: ‘The £2.5m sale price redefined the market for these superb vehicles. The McLaren F1 is quite simply one of the most contemporary cars ever produced, and tops a sale that has again shown that great cars attract great prices.’ No wonder it was standing room only at the seven-hour sale!

Project Landlord will help Hyundai boom Brand’s MD tells Car Dealer his marque aims to attract entrepreneurs with clever new dealer initiatives DEALERS from rival makers are beating down Hyundai’s door, says UK boss Tony Whitehorn. And to help encourage them on board, the Korean brand has launched two innovative incentives. The first is called ‘Project Landlord’ which is aimed at getting the Hyundai name into the key territories the marque has earmarked, explains Whitehorn (right). ‘Metropolitan locations are key for us; we already do well in rural areas,’ he told Car Dealer in an exclusive interview. ‘Basically, we buy the dealership in the key territory – and appoint someone to run it.’ This is already underway

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in Nottingham, and Whitehorn sees it as a more manageable way of growing the brand. But the manufacturer’s other initiative is even more innovative. ‘Here, we appoint sponsored retailers,’ says the former Toyota GB operations director. ‘We give a lease to an entrepreneur, of a decade or more. This helps them attract a lot of key people – first and foremost, banks. We give them a soft loan over a long period, which the banks see as equity.’ How much is on the table? ‘Well, if you have £200k, and there’s £500k of equity from us, banks will see this proposition as far more compelling to loan against.’ Whitehorn expects both initiatives to attract plenty of interest and at a crucial time, too. The brand, he says, is well placed to prosper in the coming year. ‘Next year will be the year of the B segment – and, with the i10, plus next January’s new i20, our dealers will have cars in the heart of the volume,’ he says. RICHARD AUCOCK

We can all learn a lot from this year’s Eward winners

his year’s Ewards have been a real success – but it’s also been a lot of hard work! I set aside a Wednesday evening to run through the 20 websites. And, despite starting at 7pm, I wasn’t finished until way gone half past one! It certainly was interesting, though. My process was one that you should apply to you own site: I simply put myself in the customer’s shoes. Starting with the homepage, I rated them on the overall appearance and ease of navigation. How did I like it? Was it confusing or clear? Was I daunted or encouraged in? I then applied a set test – to search for a specific used car. I tracked the processes to find a particular car in mind, noting down what information I found along the way. ‘I’d made my I used this test to analyse ideal website the thought processes a in my mind – it customer may follow. The great news is that all were was a sort of very good indeed. They Frankenstein were websites that showed site with bits their companies ‘got’ the from each internet, understood the importance of investment. contender.’ These businesses were eager to move the game on and fully recognised the value of the internet. Indeed, by the end of the night, I’d made up my ideal website in my mind. Which would take bits from all! In my head, it was a sort of ‘Frankenstein’ site, with attributes from each contender. For example, I liked the images on Citygate, the video on Seward’s and the motor insurance service of Perrys. I’d include the finance calculator from Autoquake and the What Car? reviews from Lifestyle SMC, too. To this end, my advice for all would be to look closely at each other. Spend several hours doing this, as there’s plenty to learn. If you’re still not convinced, incidentally, arrange to ask customers themselves! When they enter showrooms, find out what brought them there. Never forget the voice of the customer. It’s what I applied to this judging process, after all. It was a really encouraging experience, overall – but none of them should rest on their laurels. There’s plenty each can learn from one another, and it will be interesting to see, in 12 months’ time, how things have moved on.

Ewards winners, p47; Build a winner, p57

Who is James Tew? James Tew is managing director of Codeweavers. Learn more about how he can help you at www.codeweavers.net or call 0870 443 0888.

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Party people

Henstock Auction stations Use the auction hall to help you value part exchanges

ith motorists expecting even better value for money, it is critical for retail dealers to keep up to date with the latest valuations. Appraising and accurately valuing part-exchange vehicles becomes even more important in the current climate. With values moving so quickly this year it is no surprise that even seasoned motor industry professionals might end up scratching their head when it comes to valuing part-exchange vehicles. However, if you know the wholesale price of that car you have all the information you need. This is the baseline figure when you make a deal. It is the figure you know you can achieve today if you sell that car in the whole‘You’ll pick up sale market. So where can you get more market the wholesale price? Our sentiment in online Auction View service one morning at is a good place to start. It contains the average an auction than price paid by make and you would in a model over recent days month at your – matched to age and mileage. It also has CAP dealership.’ and Glass comparisons. It doesn’t hurt to spend some time on the auction hall floor, either. You’ll probably pick up more market sentiment and information in one morning than you would in a month at the dealership. As for the guides themselves – and there are three now including VIP Trader Guide – they certainly have a place, but should never be the last word. Anyone can look a price up in a guide, but the ability to value a vehicle profitably for the benefit of the business is an altogether more evolved skill. Valuation errors often begin with a poor partexchange appraisal, particularly when a franchise dealer is presented with another make in exchange. Over-valuations are regularly caused by poor condition not being picked up at the time, or the specification being badly described. Sometimes an over-optimistic view of value is taken in an attempt to ‘do the deal’. Other times, an over-pessimistic valuation is made, because no-one wants to get the deal wrong. Either way, the auction should be an essential working tool for all car dealers in the current climate.

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

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Inchcape staff celebrate new VW site opening its doors HUNDREDS of guests joined dealer and Volkswagen UK staff to celebrate the opening of Chelmsford Inchcape Volkswagen. And for an added twist the event was run as a ‘Traditions & Icons’ themed party, with many historic cars alongside new models. Chelmsford’s Volkswagen Club ensured VW’s history was in strong attendance and models on display included immaculate VW Campers, Beetles and even a MkI Golf Convertible. Inchcape Volkswagen’s brand manager Darren Thompson said: ‘The evening was a fantastic way of thanking everyone for their hard work and patience while the new building was built. ‘It’s taken more than three years of planning, but it’s been worth the wait. I’m delighted so many people came along to celebrate with us, enjoying the traditional family favourites and viewing Volkswagen cars – both old and, of course, new.’

Fun and games were the order of the night with Alex Hill – pictured above with Thompson, left, and VW MD Robin Woolcock – setting the fastest lap time on a VW Beetle racing game. There’s certainly no missing the new dealer either. It’s built on the site of the former Marconi Marine head office – and includes one of the largest indoor used car centres in the UK where more than 100 cars can be displayed. It’s based around a glass atrium, and spans three floors. New cars are on the ground floor, with the used car centre taking the first floor. The total construction spans 3.7 acres. Woolcock, MD of Volkswagen Group UK, said: ‘The new building will provide a unique sight for anyone passing and also provide all customers with the best possible facilities to service and purchase new and used vehicles.’

BMW boss: Are we in the ‘eye of the storm’? NOBODY knows if we are in the eye of the storm, or whether there’s more trouble ahead, says BMW Group sales and marketing director Ian Robertson. In a keynote speech he admitted the financial turmoil has taken everyone by surprise. But the first Brit to serve on the BMW board said he was sure markets will turn. ‘The industry will weather the storm – it is, and has long proven to be, very resilient,’ he said. He praised governments for playing their part too, saying they had responded constructively. He wasn’t pessimistic about BMW’s fortunes either and said the brand is in

pretty good shape. He added the company is adjusting by altering production schedules and moving cars from markets as per demand. This includes shifting cars from the UK, a market he reveals has been down since the middle of the year. Cars are now going to good markets such as Asia, China, the Middle East and Eastern Europe. ‘We have the largest premium sales volume in the world – supporting our renewed vision of a year ago – to be the leading provider of premium vehicles,’ he added. ‘This vision is steering the company.’ He added the challenge now was making new models environmentally acceptable.

CarDealer

7/11/08 09:01:20

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Suzuki are best placed to beat this recession EXCLUSIVE: Richard Aucock chats to new Suzuki man who has big plans for brand

Rapp Marketing Let online advertising start to do the hard work for you!

s we enter what is traditionally the most financially challenging quarter of the year, it has never been a better time to assess your spend. Advertising on portals such as Motors.co.uk will help your stock to gain maximum exposure across a network of sites, ensuring the success of your business well into the new year. Latest figures from BCA show that it is not all doom and gloom for the used car market, with monthly used car sales rising by £47 in September to an average value of £4,812 for the month, the first rise since May. With this in mind, and the impending dip in high street sales this Christmas, it has never been a better time to advertise your stock online, as more potential customers turn to the internet for a cost-effective shopping solution. Advertising on Motors. co.uk will ensure your stock is showcased on a network of more than 100 sites that include Yahoo Cars, Car source.co.uk, Carsbymail. co.uk, Teletextcars.co.uk, Topgear.co.uk, Fifthgear. co.uk, Desperateseller. co.uk, Independent.co.uk and Dailymail.co.uk. Although maximum exposure is key, how you present your stock is of equal importance. The price, quality of spec and in particular imagery, need to be of the highest quality. After all, the better the photography, or the addition of video to your stock, the more appealing the vehicle will be to the consumer – you’ll get 20 per cent less enquiries without decent pictures. Motors.co.uk offers a variety of packages to suit your requirements, to include Brand Showcase (exclusivity within your postcode area), Chat to Dealer, (an opportunity for customers to chat directly with your sales staff at a click of a button), and the opportunity to profile your stock using the latest video technology, coupled with a reliable enquiry tracking system. So, with eight out of 10 people turning to the internet to look for their next used car, why not let online advertising do the hard work for you?

‘The better your pictures of stock are the more appealing it will be to the consumer.’

Who is Helen Rapp? Helen is UK product manager for Motors.co.uk. For details of the services Motors can ofer motor traders you can call 0845 265 5502

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SUZUKI’S new product manager Rob Lake thinks the marque is one of those best placed for success in these tough times. The former Nissan man – famous for launching the Qashqai and Note in the UK – defected to Suzuki because he felt the brand had untapped potential. ‘Suzuki is the world’s 12th largest manufacturer – but the largest small car manufacturer,’ he told Car Dealer. ‘In the current climate, this can only bode well.’ Problem is, up to now, the maker’s almost been reluctant to spread the message – but not any more. Lake is part of a new team that includes a dealer marketing manager, Shakeel Hussain, brought in from Mercedes, a CRM manager, Rebecca Morrison, from Hyundai, and a PR man from Toyota. And they’re all going to be busy. ‘We need to talk a lot more than in the past – up to now, Suzuki has been far too quiet,’ says Lake. ‘I had the easiest job in the industry with the Qashqai. Here, my role is to draw upon that success.’ Lake, pictured above right, is charged with ensuring UK Suzukis are the right spec and the right price with value for money key. The retail element is important as Suzuki sells few cars to fleets. While it would like to do more, it will remain at a low level. ‘Retail customers are more profitable for our dealers,’ says Lake,

who reckons this could be one key to helping them through the recession. Vital feedback comes from dealers so Lake plans to visit dealers within every region in the UK. ‘Issues, likes and dislikes can be regional,’ he says. ‘We can’t tailor cars, but we can get the possible spec to suit all.’ Customer feedback is also crucial, with Lake attending as many shows as he can. ‘I met customers at the London Motor Show, both current and former, to find out what they want from us,’ he said. There’s no doubt these are tough times though and Lake predicts things will worsen before they get better. ‘The media is full of doom and gloom. People are therefore being reserved,’ he explains. ‘For eight years, we’ve had record-breaking sales – but you can’t break records forever. To some extent, the current situation is a realignment to where it was. ‘Looking forward, it’s less about how fast the crash happens, but how fast it recovers. I’m slightly less concerned than some, due to Suzuki’s strengths – and I’m sure that in a year or two, the market will have recovered.’

Daihatsu dealer principal was born for work! DEALER principal of Browns Lane Garage, John Manning, doesn’t just live for work – the 74-year-old was born there! Daihatsu’s latest dealer recruit is a 10-staff-strong standalone Daihatsuexclusive site. It’s been open a month and has already sold 11 cars, while registering four demonstrators. But it’s Manning’s unique claim that really pricks people’s ears up. ‘The site originally included a butchers and a grocer’s shop, and I was born above the grocers 74 years ago,’ he explains. ‘The family eventually turned the shops into a car showroom, and I have been here ever since. This has helped us build up a loyal band of customers who have tended to stay with us over the years – very useful in these challenging times.’

Paul Hegarty, operations director of Daihatsu Vehicle Distributors Ltd, pictured above right with Manning, said: ‘This is a very welcome addition to our ever-expanding network, and we are delighted that Browns Lane has got off to such a flying start.’ Browns Lane Garage is one of 20 new dealers Daihatsu plans to appoint in 2008. Its current UK total is 105.

CarDealer

7/11/08 09:01:23

w w w. m o t o r t r a d e - m a i l . c o m

WE’VE SPENT MONTHS COMING UP WITH AN ALL-NEW SITE - DESIGNED TOTALLY BY YOU! Dealers told us they wanted to trade commercial vehicles, caravans and motorbikes as well as cars on our site - so now you can! You don’t have to be a geek to use the site - it’s as easy as email and with a TWO WEEK FREE TRIAL there’s no excuse not to have a go. There’s no better way to get MORE money for your part exchanges. Check out the site at www.motortrade-mail.com or call us on 020 8800 1118

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Smart way of thinking Downsizing buyers are heading for Smart as maker enjoys boom

Smart is seeing an upturn in sales

IT might make tiny cars, but Smart is enjoying huge success! Figures from the SMMT reveal the manufacturer is one of the few firms benefiting from the credit crunch as buyers switch to its frugal cars. September’s figures show sales currently stand at 5,029 compared to 2,940 sold at the same stage last year. And dealers are reaping the benefits of this surge – Alex Drury, sales manager at Smart in Portsmouth, said they seem to be benefiting from people downsizing their second car. ‘People are part-exchanging all sorts of cars from 4×4s to superminis, but it is mainly the second family car business where we are succeeding,’ explained Drury. ‘People are buying into a brand

that’s right for the market with benefits of cheap road tax and good miles to the gallon.’ Smart UK confirmed that figures were up dramatically on the previous year and said plans are afoot to increase their green focus with a hybrid model and a diesel CDI. Smart is also piloting 100 fully electric vehicles which are being run by corporate customers with a view to rolling them out to other markets. Neal Page, corporate manager at Smart in Guildford, thinks the brand’s success could even lead to a strain at the German factory. ‘Everything is going very well especially as finance is the big issue and people are looking for cheaper and greener motoring,’ he told Car Dealer. ‘But we only have one factory and the greater demand could lead to restricted production, especially if Smart is a hit in the US.’ DOUG DRINKWATER

Gupta heads to Marshall Group DAKSH Gupta has been appointed chief executive of Marshall Motor Group. The 38-year-old former managing director of Ridgeway Group started at Marshall on November 1. ‘There is no question in my mind that this is one of the best jobs in the retail automotive industry,’ he explained. ‘I am looking forward to helping Marshall achieve the substantial growth opportunities which clearly exist for this company. ‘The firm has a strong pedigree and history, and to be leading the business into a new era is hugely exciting. ‘Marshall and I are very much aligned with our core values. We understand the importance of relationships, which I am committed to maintaining and developing.’

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CarDealer

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You take the wheel ™ 7/11/08 09:01:27

dashboard SsangYong tyre deal helps bring in cash

SSANGYONG dealers are to benefit from another deal struck by the manufacturer to increase their revenue streams. Distributor Koelliker UK has launched a tyre replacement programme, which will see dealers getting the tools to fast-fit tyres for all makes of vehicle. The while-you-wait service enables dealers to retain customers for one of the first components to wear on a vehicle.

Further dealer closures ‘inevitable’ warn experts THERE will be significantly fewer car dealers in the future, due to increasingly stringent standards controls. That’s according to Chris Kent, an automotive director at analysts PricewaterhouseCoopers. He says dealers are already closing because of this and it’s a trend that will only increase.

‘Manufacturers have introduced ever-stricter standards for those who hold franchise agreements, in an effort to exercise closer control over their brand’s corporate identity,’ said Kent. ‘Such restrictions will cause some dealers to resign the franchise while others will be forced out, leading to a smaller pool of businesses repre-

senting each marque.’ Surely this is bad for competition? Not so, says Kent, due to ever-more car brands chasing declining numbers of credit-crunched buyers. ‘With current economic conditions already a serious threat to the viability of some dealerships, further closures seem inevitable.’

THE sub-£50k entry-level Bentley has become a reality! No, the maker isn’t launching a brand-new model line but rather it’s an opportunity available to dealers right now if they exploit their used stock. Continental GTs are now five years old, and dealer-approved retail prices are down below the £50k level. Regional director Richard Gordon says this presents a real opportunity: ‘An entry-level Bentley is an aspiration. Even when part-exchanged, this is still a high-value item. We’re

not quite at a 1:1 new and used split, but we’re heading there, and it’s something I want to see.’ The thinking is that by lowering the bar to Bentley ownership, customers can get on to the ladder sooner in their career. Remember, these guys will probably be future high-earners. Make them Bentley drivers early enough, and they may well stay for life, driving new car sales, too. ‘It gives dealers the chance to bring in customers for a long time, if they look after them

well,’ added Gordon. That’s why he prefers, but doesn’t stipulate, that dealers show their pre-owned models undercover. Used is also seen as Bentley dealers’ way of surviving the credit crunch. The brand has been hit hard – new registrations are down 14 per cent. But that is in a market where the high end luxury sector as a whole is down 20 per cent. ‘We’ve grown our share of it to around 20 per cent,’ says Gordon. RICHARD AUCOCK

Bentley Contis for £50k!

NFDA goes to work for hard-hit dealers DEALERS are meeting with the NFDA to discover how the association is helping them during the credit crunch. ‘Due to the prevailing economic climate, the NFDA has stepped up its work with businesses, providing vital support and advice,’ said the NFDA’s Sue Robinson. The NFDA has also met the government to find out how to reignite buyer confidence.

For daily news updates, editor’s blog and an all-new job search engine visit cardealermagazine.co.uk

“I talk to dealers across the UK every day and appreciate how difficult it is at the moment. Perhaps we can help in a small way?” Laura Cannon

“I sold 4 cars within minutes of placing them, it never ceases to amaze me” FULL DETAILS ON PAGE 30

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7/11/08 09:01:31

the insider

Need The Shark’s number? I

n case you hadn’t noticed, the media has recently worked up the whole developed world into a frenzy about money – and for anyone who sells things for a living, no doubt including yourself as a precherished vehicle relocation specialist (never, ever admit to being a car dealer), this is not good news. The reason for this is two-fold. First, people stop borrowing money because they’re scared they won’t be able to pay it back; and second, they stop buying things with the money they have got tucked under the bed (it was in the bank, but they panicked and stuffed it all into a shoebox). Obviously this is just in case they need it to spend on tinned food come the imminent Armageddon – or maybe I’ve just spent too long with my nose buried in the Daily Mail. Irrespective, you either accept you’ve got a problem and change your business to react accordingly, or you strap on the blinkers and charge headlong toward receivership (which, as many a defunct and reinvented car dealer might tell

you, isn’t always a bad idea, but for the purposes of remaining within the law, I’ll stop myself right there). Assuming you’re a straight and honest individual – and in all fairness, the tin-pushing industry has cleaned up its act somewhat over the past couple of decades – then you should do what I’ve done for the past three and a bit decades and decide how you can turn every challenge into an opportunity. For the used car market, opportunities abound at the moment, and seeing as these days I’m only part-time and tend to trade in specialist vehicles, I’ll share with you a little tactic that helped me through the last recession. The answer is to look beyond the obvious, and move away from some of the trends that you may see your rivals moving towards. In this regard, I’m not suggesting you replace your traditional finance sources with my old mate Eric ‘The Shark’, who was guaranteed to find a loan for any customer regardless of their history, bugger the APR rate, but to instead focus on how to make your stock attractive to customers who are keeping an eye on the pennies.

‘I’m not suggesting you use my old mate Eric “The Shark” for finances, but instead focus on making your stock attractive.’

The unimaginative among them, who queued for three days in the pouring rain last autumn to draw their holiday spending money out of Northern Rock, will follow some of the sage advice offered by the more predictable car magazines, and go off to find themselves a used Toyota Yaris, Honda Jazz or other reliable, fuel-sipping tiddler. The braver, bolder or just plain sensible will, however, recognise that the increase in demand and in screen price on such motors is more than they’ll ever save by running one of the things in the first place, so instead they’ll avoid all the market niches and buy as much car as they can for not a lot of outlay. Last time we were plunged into recession, I went to the auctions, watched my trading colleagues panic buy Fiestas, Novas and Peugeot 205s at stupidly inflated prices, then filled my own lot with Granadas, Carltons and Rover 800s, bought for pennies in a market that shunned them. I then sold them on for a few more pennies, at prices that looked like I was practically giving them away, to customers who mistakenly thought they were ‘doing me a favour’ getting them off my forecourt. Price anything cheap enough, and it will sell. So if you head towards the most unpopular cars in the market right now and buy them at rock bottom, you can still make them look cheap when you sell them on. So, while I wouldn’t advocate filling your lot with V8-engined Range Rovers right now (even if they are phenomenal value) I’d leave the small stuff to the dealers chasing the hyped-up Daily Mail readers, and buy up all the decent mainstream family motors you can get. There’ll be plenty around at silly money, and among those who’ve thought beyond the end of next week, there’ll always be a market for big, safe family cars that cost pennies to buy, and don’t cost the earth to run. If you don’t believe me, carry on as normal, and if you need The Shark’s phone number drop me a line… Who is Big Mike? Well, that would be telling. What we do know is he’s had 30 years in the car trade and picked up some seriously funny tales along the way.

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CarDealer

7/11/08 09:01:33

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Grow your business with the award winning new SsangYong range. ‘It will work for you’ Under new ownership, SsangYong in the UK are relaunching the brand with a new award winning range of competitively priced 4x4s and MPVs backed up by a multi million pound marketing campaign. To support this investment they are looking to recruit entrepreneurial dealers who can help form part of a successful national sales network. Become a SsangYong dealer and benefit from: t An innovative dealer development programme that will help you make more, sell more and deliver a better customer experience t Low cost of entry t Business driven achievable franchise standards t Extensive local marketing support including a new dealer web portal t A full programme of after sales support covering competitively priced parts, warranties, training and technical support t A comprehensive used car programme t All backed up by generous dealer commercial terms

Find out more The pulling power of the new Rexton

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Call Ian Nicholson on 01252 619100

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CarDealerIss9.indd 23 COS00000_Ssang Dealer Recruit_A4_MV02.indd 1

7/11/08 09:01:33 3/28/08 12:24:31 PM

RTotY ’08

oad

est OF THE

YEAR

‘A

n Aston Martin DBS, Caterham R500, Mitsubishi Evo X.. and a Twingo.’ ‘And a Twingo?’ ‘Yes, and a Twingo.’ That’s pretty much how the conversation went whenever I told friends, family and colleagues what we had planned for the inaugural Car Dealer Road Test of the Year. Ok, so I admit this is a rather eclectic bunch of cars – but there was some rationale behind our thinking. As you’ve probably guessed from the vehicles tested over the past year, Car Dealer likes to feature the machines you can drool over rather than those you’re stuck flogging every day. So, with this in mind, we set about planning RTotY ’08. The premise was simple: Pick four cars that arrived in dealers this year that we could enjoy in the supercar playground more commonly known as Wales. There were, of course, other conditions: most notably the chances of wangling one out of the manufacturers. But a shortlist was drawn up and phone calls made. The first – and most important – of the lot was to Aston Martin. Having spent far more time lusting after the DBS in Casino Royale than the leading Bond girl, I desperately

Words: James Baggott | Pictures: Dave Smith

Twingo 133 Price: £11,500 Engine: 1.6-litre, 4cyl Power: 133bhp, 160Nm 0-60mph: 8.7s Max speed: 125mph

Caterham R500 Price: £36,995 Engine: 2.0-litre, 4cyl Power: 263bhp, 240Nm 0-60mph: 2.8s Max speed: 150mph

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CarDealer 7/11/08 09:01:36

wanted to get my hands on the £165k stunner. After a rather exciting game of telephone tennis (40-love Car Dealer), we managed to set a date with the British manufacturer. With the DBS taking care of the luxury category we wanted a raw alternative to pitch it against – and things don’t get much more pink in the middle than a Caterham R500. The legendary pocket rocket underwent a series of revisions this summer, most important of the lot being an all-new 263bhp 2.0-litre Ford unit under the bonnet. We didn’t need much more of an excuse to line the R500 up as our second car. When you’re heading to Wales, car nuts’ thoughts turn to one thing – the Wales Rally GB, so our third car pays homage to that great motoring showpiece. Obviously we couldn’t bring ourselves to take the motoring monstrosity that is the new Subaru WRX – we wanted to be battling to keep our lunch down because of the cars’ cornering prowess not their looks – so instead we opted for the prettier Evo X. With more electronic trickery than Microsoft, the Evo would be a perfect contrast to the refined DBS and simplistic Caterham.

With three bases covered – ultra-luxury, rally, and raw we wanted something a little more real world; something that would prove you don’t need 200+bhp to enjoy a drive. Deputy ed Rich had sung the praises of the Twingo Renaultsport 133 a few weeks before we made the cut – with a sporty chassis and the joy you only get from thrashing a small French car, the tiny Twingo was our final pick. Being a small, but perfectly formed, team here at Car Dealer, we needed a hand getting the cars to Wales and testing them – needless to say, finding some willing participants wasn’t hard. We wanted two truly different opinions to counter those of Rich’s and mine – so where better to turn than to our faithful subscriber database where we found a car dealer salesman and a real life punter. Two calls later and Chrysler salesman Duncan Chappell and buyer-to-be Daniel Harris had joined the team. So that was it. The stage set, our Class of ’08 picked – just 1,500 miles, £643.43p of super unleaded and a barrage of service station sandwiches separated us from our pick of the bunch. Let the fun commence… >

Who’s who? The Editor James Baggott Age: 28 Job: editor FORMER young motoring writer of the year, James has been testing cars for eight years. He loves motors with a decent soundtrack, eye-melting acceleration and a naughty side. Dislikes uncomfortable seats, dull interiors and sheep.

The Deputy Ed Richard Aucock Age: 30 Job: Deputy editor RICH has been testing cars since he won his first writing award in 1996, and has grown to worship sophistication in cars. That’s classy damping, clever ride and creamy engines. Detests crashy suspension, chronic edginess and cruddy dial packs.

The Salesman Duncan Chappell Age: 28 Job: Chrysler salesman SELLING cars for the past six years, Duncan moved from a 100-car used site to his current job at Ridgeway Chrysler, Portsmouth. One for the finer things in life, Duncan enjoys speed, speed and speed in no particular order.

The Punter Daniel Harris Age: 27 Job: Sky technician DRIVING talent honed in a Vauxhall Vivaro Sky van with Dora the Explorer motif. Dan’s better half hails from Wales, so played important translation role. Favourite cars must be enjoyable and easy to drive… fast.

Mitsubishi Evo X Price: £27,499 Engine: 2.0-litre, turbo Power: 295bhp 0-60mph: 4.7s Max speed: 155mph

Aston Martin DBS Price: £162,500 Engine: 6.0-litre, V12 Power: 510bhp, 569Nm 0-60mph: 4.3s Max speed: 191mph

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RTotY ’08 ASTON MARTIN DBS

e’re 50 miles into a trip that will take us 10 hours from our Gosport HQ to Tenby in Wales via Caterham in Surrey. Problem is I’m already starting to feel uncomfortable. It wasn’t meant to be like this; the Aston Martin DBS is a £165k car – it shouldn’t be sending my backside to sleep. Just 10 miles later the numbness has transformed into pain – my thighs feel like they’re being poked with hot needles. I need to stop. As we down double-shot Starbucks, it’s hard to admit a car you’ve wanted to drive all year is physically hurting you – but this one is. We’re on our way to collect the Caterham in a two-car convoy up the traffic-free A3 towards London. Dan’s sat beside me in the DBS and although it probably looks obvious I’m not happy, I refuse to admit it. No matter how much fiddling with the electronic seat controls, the DBS is far from soothing, and I’m fidgeting like a schoolboy. To make matters worse, it pains me to find fault with a car as incredibly beautiful as this. Pictures just don’t do the DBS justice. In the metal, the Aston is positively pedestrian-stopping (in the non-lethal sense). Crowds gather whenever you park it up and these are admiring glances – not those of jealousy you’d get in a flash Ferrari. Classy and understated, Aston Martin’s like the DBS ooze exclusivity – just one of the reasons the model has a 12-month waiting list. And that’s despite the credit crunch... You never quite get over the awesome looks either – all weekend every one of us can be caught staring longingly at it. The huge multispoke alloy wheels – diamond cut from a single block of aluminium – are works of art themselves. Everywhere you look there’s beauty; from the flares and bulges of the bodywork, to the cuts, grooves and huge bonnet air scoops. The DBS truly is automotive pornography. I’d argue it is one of the best looking supercars available too; nothing quite comes close to matching its on-the-road presence – and when you’re spending £165k that’s exactly what you want. Well that, and stomach churning performance. The Aston doesn’t disappoint when it comes to the latter. It all starts with the most glorious of exhaust notes. Slot home the key into the centre of the starter button, depress the clutch and wait – the electrics fire into life and then a Le Mans car bark from the twin pipes sets the hairs on the back of your neck on end. It’s a sharp, race-car like bark that turns heads like no Aston that’s gone before it. The first real taste of the mighty V12 comes as we emerge from Cone City at Hindhead (just how long does it take to build a bleeding tunnel?). Joining the main carriageway on the downhill run to Guildford, I open the taps. The Evo X might be a match on the dash to 60mph, but as the speeds increase the Evo’s left lagging behind in a wake of dirty air. The way the Aston piles on speed is incredible – it’s nuclear-like with an unending well of torque firing you at the horizon. That power is Class A-addictive, and when it’s matched with a sound only a British V12 can make, tanks of

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petrol have a habit of evaporating. Aston claims 11.7mpg on the urban cycle – we were lucky if we touched five all weekend. We arrive at Caterham around lunchtime to pick up the R500. After the maker’s PR supremo Andy Noble’s had the chance to oggle the Aston, we’re talked through the yellow peril’s unique set-up and are soon back on the road. As much as the Aston hurts, I can’t quite give up the keys just yet, so Dunc volunteers for the first stint in the R500. Dan slots into the Evo and we roll out in convoy onto the M25.

If there’s one thing that can make the capital’s concrete-covered orbital ring-road just a little more bearable it’s a quarter of a million pounds worth of metal. We’re soon moving through the traffic like a motorcade from an American spy movie. Swapping places in Olympic cycling team fashion, Dunc nails the Caterham to the front as we approach Heathrow. Dropped into fourth, the car accelerates away and the sound pierces the Aston’s cabin. Caterham weren’t lying when they told us the R500 was devoid of baffles – Concorde would be quieter than this R500.

CarDealer 7/11/08 09:01:43

[SECOND OPINION] Aston Martin DBS

nlike these spoilt journalists, I don’t get to drive flash cars very often – my day-today transport is a Vauxhall Vivaro with ladders strapped to the top. So, when James got in touch and asked if I wanted to help out with the Road Test of the Year I nearly bit his arm off. Would I like to drive an Aston Martin? Do I really need to answer that? My first stint behind the wheel of the DBS was as scary as it was memorable. Slipping behind the wheel of a car that costs nearly as much as my house was always going to be a rather worrying occasion and this certainly was. Heading out of our Haven Holiday home (thanks Haven!) I have to thread the wide DBS along some rather tight country lanes, but when we do head out on to some trafficfree dual carriageway I get the chance to see what this thing can really do. I pull up alongside Duncan who’s in the Evo and at the same time we floor the throttle – wow this thing is quick. The Evo sticks with me until I shift up into fourth and I’m gone. The glorious engine note bounces off the luxurious leather interior and I’m smitten. This is the car for me. I’ve tried the Caterham and it’s just plain scary – I want traction control to keep things in check. I really like the Evo too – it’s comfortable, super fast even in my hands and great fun to drive. But it’s a bit too quiet for my liking. And, unlike the other guys, the Twingo just doesn’t do it for me. I want the sense of occasion that only an Aston Martin can produce – that’s why I’d take the keys to the DBS every single time. Daniel Harris, the punter Joining the M4 for the long slog towards Wales gives me time to enjoy the DBS. The interior is wonderfully luxurious; leather wraps around pretty much every surface and the switchgear is of a different class to rivals here. Most impressive of the lot is the Bang & Olufsen stereo system. Tweeters rise out of the dashboard like super fast-growing mushrooms and the sound the system produces is almost as incredible as that from the twin exhausts. Concert rivalling aural pleasure and the ability to plug in an iPod mean I’m in a happy place for

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the monotonous motorway miles ahead. Aston Martin has worked incredibly hard on the powerplant slotted in front of me. Producing a mighty 510bhp and 569Nm of torque, it can summon huge reserves of power in every one of its six gears. Acceleration is blistering and keeps the Caterham in its sights on the dash up the slip roads from the countless fuel stops we have to make. Despite its weight it’ll hit 60mph in 4.3s. Like all good supercars should, this DBS comes with a six-speed manual box. Surprisingly light and positive, it’s a joy to use. Often manuals in >

‘The glorious engine note bounces off the luxurious leather interior and I’m smitten – this is the car for me.’

27 7/11/08 09:01:45

RTotY ’08 powerful cars of this ilk can be intimidating, but the DBS offering is as easy to use as that you’d find in a family hatch. The DBS really is an engineering masterpiece and when you dissect the spec sheet it’s quite clear to see where your money’s gone. It is by no means a body-kitted DB9 – it’s far more technologically advanced than that. The drive shaft is fashioned from carbon fibre; the bonnet and boot lid – again carbon fibre. Even some of the body panels are made from the super lightweight material as the maker desperately tries to shed pounds. You won’t be able to tell mind – normally when the material is painted you can still see the weave, but Aston Martin has patented a special polymer that lets them achieve a flawless finish. It takes 50 hours in the bodyshop to paint the chassis, but every one of those is worth it. After crossing the Severn Bridge we hurtle away from the tollgates like boy racers dashing to a McDonald’s drive-thru. We lose Dan in the traffic and I’m left following Duncan in the Caterham as we hit a tunnel. Emitting a noise only

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‘This is by no means a body-kitted DB9 – it’s far more than technologically advanced than that.’ the devil throwing up could rival, the R500 lets out a visceral wail that reverberates off the walls. Coaches full of holiday makers and startled car drivers look around to see what’s waking the dead – most can’t even see the thing it’s so low. These are good times – and the experience puts a huge grin on my face that won’t be wiped off until Sunday (bad times…). Once we’ve despatched the long motorway slog past Cardiff and Swansea we hit the A roads – stringing together one dual carriageway after another the three of us are testing our nerve on the wide roundabouts, stretching the trio’s legs as we accelerate away in a wail of noise. Wales is left in no doubt – we have arrived. The Tarmac begins to snake left and right

as we near our Haven Holiday destination at Lydstep Beach and, as is customary in this part of the world, the rain begins to fall. Dunc seems to be enjoying the handful that is the R500, even if it is a bit hot and steamy with the roof in place, but the DBS is completely planted. With traction control fully engaged, I hit the sports suspension button and handling is transformed; it’s no longer a GT, but a thoroughbred ready for action. Those last few clicks of our 339-mile day are made in the dark through thick Welsh forest, but they’re the most enjoyable. The DBS is working hard, but is completely composed, so unfailingly planted. This is one hell of a car and will take some beating – even if it does hurt my legs. It’s raining heavily as we pull up outside the static Haven home we’ve been fortunate enough to be lent for the weekend, but we’re too tired to care about the damp. Cold beer, tall stories and an on-form Jonathan Ross (pre-Manuelgate) end the day – and the best bit? This is just the beginning. >

CarDealer 7/11/08 09:01:49

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7/11/08 09:01:53

RTotY ’08

CATERHAM R500

aturday morning starts stupidly early. It’s cold, dark and damp (still) and we’ve got a 95-mile drive from our Lydstep Beach to rendezvous with snapper Dave Smith and deputy ed Rich in the Twingo in Crickhowell. Having spent 10 hours in the DBS on the way here it’s hard to justify any more time cocooned in luxury, so the keys are reluctantly prised from my fingers by Dan and I head towards the Caterham for the early morning pan-Wales jaunt. Contorting my six foot four frame into the tiny cockpit isn’t easy – especially when the roof is in place. Clambering in headfirst means legs have to bend in ways you can’t imagine they can just to slot into the carbon-fibre bucket seats. If you’ve ever ridden a motorbike you’ll know how long it can take to get ready – gloves, jacket,

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helmet – and it’s much the same in the Caterham. Slot yourself in, fish the four-point harness from under your backside, adjust the straps, slot them home and then settle in. This isn’t a car you pop to the shops in, that’s for sure. Once securely strapped in, comfy like a coffin, I’ve got to remember the starting procedure. Unlike other R500s, this press car doesn’t come with a keyless-go fob to fire up the ignition, instead you need to know the ‘secret handshake’. Press and hold a series of buttons and only then can you hit the starter button. Secure? Not very – just don’t show anyone else! If any of the neighbours were asleep, they aren’t as we rumble out of the Haven site – even on tickover the Caterham is menacingly meaty. Coughing and burbling as the fluids warm, a sense of anticipation starts to creep in. We potter out onto the twisting, damp back lanes of

Pembrokeshire and I hang back – getting used to a machine as raw as this takes time. When you’re driving the Caterham in anything but perfect conditions, there’s a real sense of fear every time you touch the throttle. And that’s not misplaced concern – this thing will spin its back wheels at the merest hint of a heavy right foot. Even in fourth. At 90mph. An hour in and I’m starting to enjoy this animal of a car. Acceleration is every bit as savage, every bit as explosive, as you’d imagine. That 2.8 second time to 60mph is by no means a massaged figure either – it could very well be reality whenever you pull away. As we get closer to our destination, we begin to thread dual carriageway stretches together at a rapid pace – and it’s then, when a hint of complacency, or perhaps an early morning lapse of concentration, sees the R500 nearly get the >

31 7/11/08 09:01:56

RTotY ’08 [SECOND OPINION] CATERHAM R500

lthough I work in the trade, I am one of the few carsales people I’ve come across that is actually passionate about cars. So when I was asked to help out I wasn’t very hesitant when it came to saying yes. It didn’t take long before I fell for the little R500’s charms. Arriving at Caterham we are presented with the bright yellow R500 and were taken through instructions on how to start the thing (a sequence of buttons), how to take off the quick release momo steering wheel and

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how to connect up the racing harness. Then something very strange happened for three people who are supposed to be pure motor enthusiasts – not one of us wanted the first stint. Before I could run, James asked if I was okay to go first, I tried to answer without sounding like a terrified kitten – I mean this thing can hit 60mph in 2.8 seconds, and has no traction control, no airbags and no doors for that matter! Shoe horning my way into it, I try to put a brave face on it, but this is quickly replaced with a very stern look of concentration. So, here we go then… Out onto the dual carriageway I’m feeling the urge to see what it can really do, and what I’ve been so scared of. The Aston and Evo accelerate away with a

torrent of noise and I take a deep breath, shift the ever precise gear stick into second and floor the throttle. Within a split second the world is a blur, with trees just a mass of green either side of me. I sling shot past the other two as I change up to third, plant my foot again and, with a chirp from the rear tyres, the noise reaches deafening volume. It feels like I’ve grown two big red devil horns and I sit laughing my head off waiting for the other two cars to pull up beside me. No words are needed, the look on James’ face, and my inability to say anything confirms not only that this little car is THE fastest thing I have ever experienced, but that it will take a hell of a lot to get me out of it all weekend. Duncan Chappell, the salesman

CarDealer 7/11/08 09:01:58

‘It is clear this is a car you have to treat with respect; like a loaded gun it can be lethal, but you have to pull the trigger.’ CarDealer CarDealerIss9.indd 33

better of me. Following Duncan in the Evo X, we enter a sweeping roundabout a little hot. The Evo – as it always does – simply ploughs on round. That’s not how things pan out in the R500. It all starts well with the Caterham making a decent job of keeping things in check. But then the road cuts sharply to the left as it opens back on to the A40 and with a little too much juice I’m sent skewing sideways. The R500 viciously snaps to the left, inside wheel touching the verge, and then whips back out to the right. There’s no time to think as I fight to keep the car pointing the right way, but fortunately, as quickly as it began, things settle down. I pull over and the fear washes over me. It’s quite clear this is a car you have to treat with respect; like a loaded gun it can be lethal – but only if you pull the trigger. It’s a humbling moment and one that keeps me in check for the rest of the day. As we head over the Brecon Beacons the sun creeps out from behind the battleship grey clouds and the roads begin to warm. We hook up with Rich and Smithy in a Shell garage in the middle of Crickhowell and head back to the hills for the cover shot. It’s then that I really begin to gel with the R500. On the twisty, sheep strewn roads of the Welsh countryside it comes into its own; the small, but potent package really is perfect here. It’s clear that this is what the R500 is made for; roads like these, on days like these. But don’t just think the Caterham’s all power-toweight ratio – it’s a complete and competent package. Steering is direct and to the point like a no-nonsense traffic cop. The tiny, quick-release wheel is no bigger than a saucer, but it’s superb to use. Feedback is blunt and obvious – every input is translated immediately to the front wheels right before your eyes. At slower speeds, it does need a fair old heave – after a spirited drive you certainly feel it in your forearms, but that’s an acceptable trade-off. Power from the 2.0-litre Ford Duratec unit is quite incredible – how 263bhp can feel so hammer-to-thehead is hard to compute. It’s probably something to do with the equally astonishing 520bhp-per-tonne figure. Copious amounts of carbon-fibre have helped the manufacturer keep the car’s weight down to a ridiculous 506kg – for comparison, an average VW Golf weighs in around 1,200kg. Like bank bail outs, this R500 is all about mind numbing figures and neverseen-before statistics. Mid-afternoon, the sun’s out and driving is punctuated by pictures. With the roads dry and tyres sticky, the Caterham really is in its element. Where the DBS is a little wieldy and wide, the Caterham is lithe, scalpel sharp and sets about tearing Wales in half. The sound it makes when driven in anger is ear-bleedingly painful. Couple that soundtrack with the speed and sensation you get from being so low to the ground, and you get a sportscar made for adrenaline junkies. At £36k, the R500 is an expensive play-thing – for that is essentially what it is. It’s a Honda FireBlade for those wanting the safety of four wheels for sunny Sunday mornings. But driving experiences don’t get any more unique than this. Every one of us had our senses warped by the R500 during the weekend, which leads me to one bit of advice: don’t ever drive one unless you’re going to buy one. Why? Because it will skew every sensation you have of speed; every thought you had of what a car could do and of how a car could make you feel. Every single thing you ever drive, before or after, will be compared to the Caterham. And that’s not always such a good thing. >

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7/11/08 09:02:06

RTotY ’08

TWINGO RENAULTSPORT 133

id-afternoon on Saturday and we’re getting slowly stewed like Welsh lamb in a hotpot by the unseasonably warm sunshine. The team are sat in a quiet layby on the edge of a stunning hairpin watching as the quiet of the countryside is rudely interrupted as 263 horses liberally apply black rubber over a bumpy apex. I’m encapsulated in the Caterham as Smithy hides in a bush snapping away as the R500’s howl bounces off the hillsides. With some cracking shots in the bag it’s time for a late lunch, so Rich and I volunteer to fetch some sandwiches from Crickhowell – a 10-mile cross-country sprint. Seeing as Rich is only here for the shoot – a pressing Mazda engagement meant he couldn’t stay the weekend – I grab my only chance for a blast in the Twingo. Packing nearly a fifth less power than the DBS, the car I’ve spent the majority of the weekend in, I was dubious as to how the Twingo would stack up, especially with Rich following in the Evo X. But what begins to play out is one of the most exciting carves through the countryside I’ll have all weekend. The route across the hills is littered with switch back after switch back, crests and blind falls – and the Twingo is screaming. Like all good little French cars should, the 133 loves revs; keep the tiny terror singing near the red line and it comes alive. It reminds me of my soon-to-be-chopped-

CarDealer

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in Citroen Saxo VTR – it only feels involving when the red line’s pointing skyward – the 133 loves to be thrashed, just like the Citroen, and it grips and grips in a way it really has no right to. On our sandwich run, the Twingo’s doing a fair job of holding the Evo off; granted the mighty Mitsubishi is chomping on the 133’s tailpipe, but on these twisty roads there’s nowhere for it to pass and I’m having a whale of a time behind the wheel. As I said at the start, the Twingo is a strange inclusion in this company, but on these roads it’s starting to make sense. Not least when you consider you could buy 14 – yes 14 – for the price of the Aston. Ok, so I know they’re in completely different classes; different schools in fact – but when it comes to fun roads like the ones glued to the side of the Brecon Beacons, the Twingo puts a huge smile on your face. And that’s because you’ve got to work at it; you’ve got to carry

speed through corners; you’ve got to eek out every last one of those precious 133 horses to keep up. And when you do, oh boy does it give you a real sense of achievement. Our test Twingo came with the optional Cup chassis (£650), which includes lowered ride height, stiffer springs and dampers and smart 17-inch alloy wheels. Without having the standard model for comparison it’s hard to say exactly what sort of difference it makes, but there’s no doubt the Twingo’s handling is impressive. It generates staggering levels of grip for such a small car – push hard into a corner and it sticks to the asphalt like chewing gum, cocking a rear wheel as it noses round the bends. One thing’s for sure, Renault certainly knows how to make fizzy little powerplants and this 1.6-litre unit is no exception. The VVT engine makes its headline 133bhp figure at the top of the rev range – 6,750rpm to be exact – which >

35 7/11/08 09:02:11

RTotY ’08 is why you really need to get it working hard to make swift progress. Peak torque of 160Nm arrives at an equally high 4,400rpm. It’s got a harsh note to it too, but not one that’s intrusive or annoying – more of a satisfying buzz, than painful din. Inside it’s a bit on the basic side. The seats are figure hugging and supportive, but covered in cheap-feeling material. Trim is suitably sporty and the layout of the dash and interior is comfortable. There is a distinct whiff of the former Clio inside though – much of the car is based on that model – and you’ll certainly feel familiar with the driving position. Heading back with two carrier bags full of carbohydrates, Rich and I are having just as much fun. This time it’s uphill and the Twingo isn’t as responsive as when gravity was playing an important part in proceedings. However, it’s still involving and incredibly enjoyable. Parked up, we wolf down tasteless dough washed down by cans of Coke and listen as the Renault’s engine pings as it cools. No-one can quite believe I enjoyed the Twingo as much as I did as I explain the fun I had skipping across the valley – perhaps it had something to do with the surroundings; something to do with the fact my short stint behind the wheel was isolated to the very roads it excels on. But the fact remains – this is a fun machine that, in its own unique way, rivals all three cars here. And for £11,500 that’s quite some achievement. With the rest of photography rattled off, we say our goodbyes to Rich and Smithy as they head back towards England, and the DBS, Caterham and Evo plot a course for Tenby. We revert back to factory settings with me in the DBS – sod the painful thighs – Dunc in the R500 and Dan in the Evo. The two-hour drive back to base takes longer in the dark, and as we leave the hills the roads are still as damp as we left them – our afternoon of sunburn a long and distant memory. We arrive at our Haven home with a boot full of beer and heads full of memories, reflecting on the fact nothing has gone wrong. Yet…

unday – a day for quiet rest and relaxation, or enjoying a quarter million pounds worth of cars on some of the best roads in the UK? Unsurprisingly we opt for the latter and before 9am we’re on the road. Two miles of single-file road winds away from our Haven base before opening up on to straighter stretches. I’m leading in the DBS and as I pass through Penally a glance in the mirror shows the Caterham peeling off into a pub car park with the Evo close behind. Fearing the worst, and remembering what happened in the damp less than 24 hours earlier, I three-point turn and hurtle back. I can’t spot any damage as I pull up but a pair of disappointed faces hint at mechanical ‘issues’. It transpires Dan was following not far behind in the Evo when a cloud of white smoke covered his car. Dunc explains power was instantly sapped and he coasted to the side of the road. Coolant is evaporating as it spills out of the corners of the exhaust mounts and forms a sad puddle on the floor. We pull off the engine cover and sure enough the coolant has disappeared completely – even I know what that means –

36 CarDealerIss9.indd 36

head gasket. The AA call centre insists on sending a patrol out to inspect the car, but sadly he doesn’t know what a Caterham is, let alone how to fix one. So, two hours later, the R500 heads back to Surrey on the back of a low-loader. When I get back to Car Dealer HQ, I called Caterham and they said the R500 we drove had spent many hard hours thrashing around race tracks, bouncing off the rev limiter on dynos and suffering in the hands of ham-fisted journos (what were they trying to say?). We were right in our assumption the head gasket had failed, but they said the one fitted to our yellow machine was an early unit and not the same fitted to customer cars.

MITSUBISHI EVO X

is face says it all – like a smacked toddler, Dunc’s mouth is down-turned like the economy. To make up for his ‘loss’, we point the grieving salesman towards the Aston and Dan and I climb into the Evo. For much of the weekend, the Mitsubishi has been the ugly duckling of the pack (while still not as ugly as the Subaru). Mostly forgotten, the rally-inspired menace has given way to the Hollywood cars; the glitterati of the likes of the DBS and R500. And I think I know why – it’s because the Evo is just so easy to drive. Packed full of gadgetry designed to help the machine carve through corners quicker than any road-going rally car

CarDealer 7/11/08 09:02:16

[SECOND OPINION] TWINGO 133

hit the roof when I first drove the Twingo. Well, my head did. That’s how stiff the suspension is, making me bounce down the road like an old Mini Cooper. The perfect description of this little red rocket – it’s more of a modern Mini than the modern MINI. The 1.6-litre engine demands revs; the step-up at 4,500rpm is appreciable. The gearshift is quickfire, clutch no-nonsense, driving position flawed by awkward pedals and a toodistant steering wheel, space in the rear minimal once the driver’s comfy… yes, there are dozens of parallels with the ‘60s machine. It’s also uncomfortable in town, noisy when revved and surprisingly cheaply finished in many places. And, once I’d cleared the Midlands and hooked up on Welsh twisties to meet the boys on Saturday, a total riot. Yes, it’s stiff. But it’s also got a racer’s ability to sort out gritty tarmac without too much fuss. On that sunny day in Wales, I loved it.

MITSUBISHI EVO X

before it, it’s become so efficient it’s just that little bit un-involving. Like a super-real game of Gran Turismo the Evo feels like it could as easily be driven with a pad and toggles than a steering wheel and pedals. The liberties you can take with the car are simply staggering. Turn in to wet roundabouts at, frankly, silly speeds and the Evo X just ploughs on through – your nerve is far more likely to give out before you reach its limits. Put any driver behind the wheel of the Japanese masterpiece and they’ll be quick; there’s no real talent needed to keep it out in front, just bigger kahunas than your fellow drivers. On more than one occasion the Evo X tied the

CarDealer CarDealerIss9.indd 37

cars following it in knots. The problem is, you trail it in a machine with more power and less cornering prowess and end up in a dangerous situation – just as my heart-stopping moment proved on the Saturday. It’s this unfailing ability to turn in, punch out and attack the next bend that makes you feel a) like a driving god and b) somewhat detached, removed even, from the whole experience. The question on most people’s lips when they ask about the X is whether it’s any better than the IX. Well it is and it isn’t. The nine was absolutely mad; completely and utterly bonkers, with ridiculous amounts of power and a savage delivery. The ten instantly feels more refined >

his is the new Evo. And, as I followed James down some sinuous tarmac, the Twingo is, in many ways, its Evo VIII nemesis. You what? Let me explain. This Evo has 300 horses. A fiendishly clever four-wheeldrive system. big air intakes and an Aston-equalling thirst for fuel. But, after jumping in and nailing it for 10mins, I was puzzled. Steering? Light. Ride? Fantastic. Engine? Bit uneventful, especially with yet another gappy five-speed box. Interior? Plush. Climate control? Chilling. Refinement? Pretty good, actually. Oh my, I thought. Has the Evo gone soft? Only after a quick handbrake turn in a lay-by, and a slightly longer brain reboot, was I won round. So I stood back, and rocketed back to base. I was more genteel in the steering, more measured in my approach. And, you know what? The Evo instantly turned into one of my favourite cars of the day. It’s no longer the headbanger it once was – but has evolved into an accomplished roadgoing missile. I was besotted. Rich Aucock, the deputy ed

37 7/11/08 09:02:18

RTotY ’08 – it’s a grown up car that’s moved on in many ways – and not all of them for the better. Our test model – the FQ300 – generates 295bhp from its 2.0-litre turbocharged powerplant. That’s good for 4.7 seconds to 60mph and 155mph. It feels quick too and with its clever yaw and traction control, plus countless other driver aids, it’s extremely effective on the roads we’re blessed with enjoying in south Wales. On some occasions – not often – but some over the weekend, the Evo feels that little bit underpowered. Hard to contemplate, I know, but there are times when you find yourself looking for that added injection of power. We know there’s an FQ360 available, but for this test we wanted a manual – the SST box we tried earlier in the year didn’t impress – so we had to opt for the lesser output. And the thing is, the X needs that extra 60bhp. So, is the Evo X’s problem the fact it’s too good? Well, in some cases yes it is. Cars often get their soul from their faults; from their quirks – these are the bits that really stand out in your

‘Like a super-real game of Gran Turismo, the Evo feels like it could just as easily be driven with a pad and toggles than wheel and pedals.’

– Aston Martin’s Gaydon HQ where we’re to say goodbye to the DBS. We arrive around lunchtime and crawl through the huge facility in the two cars, checking out what must be several hundred million pounds worth of Astons in various states of readiness. As we’re handing over the DBS key to the press ofmind after driving them. The Caterham is so ficer in the stunning art gallery-style reception, loud it’s probably best to drive with earplugs; company chairman David Richards brushes past, the DBS is leg-numbingly painful; and the but we’re too embarrassed to say hello. Twingo needs so many revs it feels the valves are The current Pro-Drive boss and former team going to puncture holes in the bonnet. But it’s principal of BAR and Bennetton F1 teams is leavthese very traits that make each of them memo- ing for the short hop down the M40 to Prodrive rable. And all of them are so much more of an in his V8 Vantage Roadster. We’re off at the experience than the Evo. same time and follow him along the country roads back towards the motorway. What soon s they have a nasty habit of doing, Monday becomes clear is that he’s either had a very bad morning arrives too quickly and we’re soon day at the office or needs to get somewhere sharpish and he’s not hanging about. He puts packing up for the long trip home. Most of the the Evo to absolute shame as he cuts a dash journey takes place in silence – like the end of the school summer holidays we’re all depressed. towards Banbury – we all nod in agreement as Thoroughly depressed. But, before we head back he leaves us for dead on the M40… legend. It’s a to reality, there’s one final stop-off in dreamland fitting finale to an incredible four days. [CD]

[WHO’D PICK WHAT] James Baggott 1. Aston Martin DBS 2. Caterham R500 3. Twingo 133 4. Mitsubishi Evo X

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Richard Aucock

Duncan Chappell

Dan Harris

1. Aston Martin DBS 2. Mitsubishi Evo X 3. Twingo 133 4. Caterham R500

1. Caterham R500 2. Aston Martin DBS 3. Mitsubishi Evo X 4. Twingo 133

1. Aston Martin DBS 2. Mitsubishi Evo X 3. Twingo 133 4. Caterham R500

CarDealer 7/11/08 09:02:23

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LOOK WHAT’S INCLUDED… FREE Heated Pools & SplashZones FREE All-Weather SportsZones FREE Organised Team Games and Activities FREE Kids’ Clubs from Tots to Teens FREE Play Areas FREE Range of Daytime Activities FREE Evening Entertainment for the whole family Great range of Holiday Homes Use of venues for Group events PLUS… SO MUCH MORE!

The

Privilege Holiday Club Groups & Events

Guaranteed savings all year round with Haven’s Privilege Holiday Club

Haven loves Groups and Events - the perfect choice for your next get together

Save up to 50%* off - breaks from just £90V for the whole family!

You only need 5 or more accommodations to start enjoying the benefits of booking as a group with Haven.

Make the most of your free time and save £££’s off your next family holiday by taking advantage of our fantastic offers. Whatever you book, you are always guaranteed savings!

From Car Rallies to Elvis revival weekends or a family celebration get together - we can help you organise your event and you can save up to an additional 20%** off brochure prices.

For more information or to book, please call 0871 230 1912 and quote PHC_CAR DEALER or for our latest offers visit www.haven.com/PHC

For more information or to book, please call 0871 230 1911 and quote GRP_Car or visit www.havengroups.co.uk

Calls to 0871 numbers will cost no more than 10p per minute from a BT landline – calls from other networks may vary. *Discounts may vary depending on Park, date and accommodation booked up to a maximum of 50% off the published brochure price during off-Peak periods and a minimum of 5% off the best current public price during Peak periods including School and Bank Holidays. V£90 ‘from’ price example is based on 6 people sharing a Superior Holiday Home at selected Parks on selected dates and includes saving. **Groups saving based on booking 40 or more accommodations and applicable to certain dates, Parks and grades of accommodation. Full Terms and Conditions apply to both the Privilege Holiday Club and Group offers; please call the relevant telephone number for details. † 2008 2nd Edition brochure prices held until 28 February 2009 after which they may increase, Terms & Conditions of the 2009 brochure apply, please call for details. Bourne Leisure Limited is registered in England, no 04011660. 1 Park Lane, Hemel Hempstead, Hertfordshire HP2 4YL.

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7/11/08 09:02:23

cult cars

Ferrari Enzo

It’s our favourite supercar of all time and one that truly deserves Cult Car status – RICHARD AUCOCK explains why it’s a legend

t 186mph, the Ferrari Enzo generates downforce equivalent to having a Lotus Elise sat on its chuff. Which is one way of illustrating just how ‘planted’ it feels at speed. Painted on to the road is a more apt description – it can’t quite drive upside down in a tunnel and not fall off, like an F1 car can, but it’s getting close. Befitting of a car named after Ferrari’s founder, the Enzo is little short of amazing. It was built to mark the passing of the great man, back in 1988, and literally spared no expense during development. At the risk of throwing in a cliché, this really is an F1 car for the road – in that many of the brains that worked on Ferrari’s racers offered their genius to the Enzo team, too. Including that man Schumacher. Naturally, it’s made from carbon fibre. It has carbon brakes, too, and a semi-automatic gearshift. Indeed, it goes further than F1, in boasting traction control, active suspension and active aerodynamics – all that rear downforce is generated by a pop-up rear spoiler. And not only is the 6.0-litre engine a glorious V12 (rather than F1’s ‘weedy’ 2.4-litre V8s), but it also pumps out a massive 651bhp. That’s not far shy of F1 power – good enough for 0-60mph in, ooh, around 3.5secs. Blimey. They reckon it’ll do around 230mph all-out. Performance is simply colossal. Here’s one for you: in the time it takes a Focus diesel to hit 60mph, this’ll have covered a quarter of a mile – and will be doing more than 130mph… And all to the most incredible soundtrack. The engine’s mounted behind the driver, who really will feel like Villeneuve, Prost, Lauda or

any of the other many legends who have done amazing things with V12-engined Ferrari racers. It’s a bewildering experience. Yet, thanks to the semi-auto, with its Massa-style steering wheel shift lights, very easy to manipulate. That was a key design focus of this model. Make it awesome, but also relatively easy for mere mortals to experience. That active suspension electronically adjusts to help keep all that power on the Tarmac through bends – mere irritations the Enzo simply destroys. It’s one of the most accomplished handling cars on the planet, as you’d expect given a list price of £400k. Which is nearly double that now on the used market… You enjoy it all from a cockpit that’s special, but not plush or decadent. It’s very much pared back to the racer minimum, with exposed carbon fibre a key feature. If you want gin palace, you need to look elsewhere. If you want something totally bespoke and tailored to fit you, it’s just the job. Chances are, you’ll never get to buy one. They made just 399, up from the original 349 total, and all were constructed during 2003. Well, we tell a lie. They made one more, to help the Tsunami fund. How much did it go for? $1.2m. Mind you, it was presented by the Pope. Befitting, really, given what a God-like cult car the awesome Enzo is. Simply staring at its edgy lines alone is usually enough; it’s almost impossible at first to get over what a sensation it is. But driving it? Well, you really would feel like you’d gone to Heaven…

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CarDealer 7/11/08 09:02:29

Ferrari Enzo

Price: £899,999 (used) Engine: 6.0-litre, V12 Power: 651bhp, 750Nm 0-60mph: 3.5s Max: 230mph Now finance one with Bridford: Option One: £299,999 deposit, 24 x £3,949 plus final payment* Option Two: £179,999 deposit, 48 x £8,499 plus final payment*

‘In the time it takes a Focus diesel to hit 60mph, the Ferrari Enzo will have covered a quarter of a mile – and reached a speed of 130mph.’ *The above options are specifically for applicants who do more than 2/3rds business mileage, limited companies or high net worth individuals. Contact Bridford for a written quotation and full terms and conditions.

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41 7/11/08 09:02:32

sales legends 95 9 1 5 7 9 1

r e i l a v Ca l l a h x Vau

Ground-breaking technology, handsome looks and great engines gave the Cavalier the ammunition it needed to crack the booming family car sector. Little wonder buyers loved it...

42 CarDealerIss9.indd 42

CarDealer

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espite being absent from new car price lists for nearly 14 years, the Cavalier name remains one held in high regard by Vauxhall nuts. Why? Because it helped bring the company right into the modern age. The 1975 original was very much the right car, right size, right spec – and Opel engineering helped banish memories of ropey older Vauxhalls. But the real impact came with the Mark II, launched in summer 1981. It was this model that made Vauxhall the giant it is today. No exaggeration. Prior to it, sales were strong, but not really Ford-level. The instant effect of the ‘J-car’ Cavalier took the Griffin straight into the big league, a position it’s never let go of. Overnight, it added 70,000 annual sales to Vauxhall’s books. Dealers were delirious, particularly as all this new custom was for a perfectly-pitched and marketed car that was now seen as a proper big-league player. It was such a hit because it was totally bang on the money. Whereas Ford was adopting a policy of radical styling coupled with dated rear-drive underpinnings for the Sierra, Vauxhall was winning fleet driver’s hearts. The smartly-styled Cavalier was classy, distinguished – and engineered with the very latest front-drive gear. It also came in a huge variety of bodystyles: hatchback, a later estate and, crucially, a four-door saloon. That was what people in this sector wanted above all, as Ford later acknowledged with the Sierra Sapphire. By offering all variants (there were even odd two-door saloons and convertibles), Vauxhall ensured all bases were covered. Trims were fleet-friendly: base, L, GL, GLS, CD plus an SR with two-tone paint and a racy look that was later enhanced by an 1,800cc fuel-injected engine. The SR i (that’s how it was written on the tailgate, much to customers’ confusion!) had the performance to make it a hit with private buyers – something that saw Vauxhall later take it ever-further upmarket with a 2.0-litre SRi 130. Those were the days when cars were light, so you could get away with 1,300cc engines. Most popular were 1,600cc versions though, with 1982’s 1.8 injection fulfilling company driver’s dreams, and the 1,600cc diesel of the same year causing them nightmares. To be fair, it was nowhere near as bad as Ford’s horrendous 2.3-litre diesel Sierra, but it nevertheless was a secondrate choice compared to the company’s excellent, economical petrols. The Cavalier soon gained a reputation for reliability. Good job, given the high miles most were being subjected to. Thank German Opel engineering for this, something that really helped enhance the car’s quickly growing reputation. Dealers soon found demand outstripped supply of the Luton plant: between 1981 and 1988, more than 800,000 found homes in the UK. The company neatly enhanced the Cavalier in ’87, with a successful facelift giving it more substance and more envious glances from Sierra drivers. Vauxhall boasted of a four-speaker digital cassette player, green-tinted glass and a height-adjustable

CarDealer

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Vauxhall Cavalier steering column. L models got a five-speed ‘box, GLs got central locking, it was electric windows for the GLSi, while the CD won power steering. All heady stuff back then, rather like the cracking new 115bhp 2.0-litre engine. Designed to be leadfree, of course. Remember the fuss over the green pump? It was even one of the first cars to have self-diagnostic ability. As for its arch-rival, supposedly ‘too radical’ for 1982, which looks the more dated car today – Ford or Vauxhall? Griffin literature also pointed to shorter servicing times, hydraulic tappets, more powerful engines, bigger boots, better fuel economy and top

scores for reliability. Not to mention a £281 price advantage for the 1.6 L, over the same-spec Sierra. A healthy amount even today. The Cavalier was a classic in MkII form, which paved the way for Vauxhall to start dominating. Today, with the Insignia, it’s a sales battle with Ford – and it got there because of this car. RICHARD AUCOCK Did you used to sell Cavaliers? Do you remember the impact of the original back in the ‘70s? If so, drop us a line with your memories. We plan to post the best ones on our website – www.cardealermagazine.co.uk.

d in the Mk III V6 engines appeare d a worrying plo Cavalier and gave turn of speed

43 7/11/08 09:03:03

passionate about sailing TEAM BUILDING & EVENTS

Mixing Business with Pleasure Get the full experience even with no experience Charter yachts for races and regattas Great social events that leave an impression Conference facilities in stunning surroundings The ultimate activity for team building Get branded, get noticed WHY NOT JOIN US FOR THE MOTOR TRADE REGATTA - 29TH JUNE 09 Sunsail and Car Dealer Magazine have joined forces to bring you the Motor Trade Regatta. Open to all in the trade providing you with an opportunity to blow the competition out of the water. A fantastic day of yacht sailing, racing and socialising with colleagues and friends, for all abilities. A great way to reward your top sellers and a superb way to build your team with this fun and challenging day out on the water - test your team skills to the limit.

Learn...Race...Relax Whatever you're looking for we can create it!

Call 0844 463 6518 and quote CARD Email: events@sunsail.com www.sunsail.co.uk/cardealer CarDealerIss9.indd 44

7/11/08 09:03:04

cult safe cars voice

Advertising feature

Why you should listen... A revolutionary call recording system is not only improving dealer productivity, but keeping them safe. Here’s why you’ll want it for your dealership...

s a dealer principal it’s hard to keep track of everything that’s happening in your showroom – let alone worry about what sales staff are saying on the phone. However there is a solution – Voice Safe. It’s an intelligent call recording system and, according to director of the company Paul Cleverly, it can save dealership directors from big trouble. ‘We’ve discovered examples of sales people on the phone describing £30,000 Audis as “a clocker’s dream” while in one group several members of male staff at various outlets were sexually harassing the group sales administrator at the main centre,’ Cleverly told Car Dealer. Call monitoring using VoiceSafe soon revealed these incidents, along with others that, while less disturbing, were still having an effect on dealers’ bottom lines. The system’s ability to display the top numbers called from, or to, each phone at the dealership, whether the top 10, 50 or 100, has proven particularly illuminating. ‘We discovered a business manager in one company was receiving six to seven hours of calls a week from one single number, and when we checked the number out it turned out to be his wife calling – for six to seven hours a week he wasn’t working for the company,’ said Cleverly. These may be extreme examples, but the VoiceSafe chief points out that the system has proven very effective in more basic ways, improving the professionalism of the business. ‘We piloted the system with six dealerships and one of the first things we discovered was that 11.7 per cent of their incoming call traffic was not even being answered,’ he explained. ‘They had spent good money on advertising yet they were immediately losing 12 per cent of the generated leads by simply not even talking to them.’ By simply recording and analysing the call traffic at their centre, dealers have been able to improve the professionalism of their staff and increase productivity. ‘The system cuts the traditional bull-factor that sales departments have long been renowned

VoiceSafe lets us check and clarify CALLING Andrea Foster at Town Centre Citroen, we’re greeted with a message, saying our call may be recorded. Then, while the call’s transferred, we’re treated to ads, telling us all about the latest offers from the Sunderland dealership. ‘They’re changed every month,’ says Foster, who reports Voice Safe has

proven very advantageous for their needs. ‘For training, it’s great, and has helped improve telephone standards. It’s also great for customer service. Where customers say, “you told us this on the phone”, we can go back and clarify. ‘Sometimes, too, when people are ringing up for

for,’ added Cleverly. ‘Quite quickly 100 outgoing sales calls can be turned into 200.’ VoiceSafe uses an entirely web-based interface, enabling management to listen to calls from anywhere on its network that has an internet browser. Staff response to calls can be monitored and training improved as a result, while the staff themselves can listen to calls they have taken to confirm such aspects as address details and crucially any commitments they might have made to the customer. Cleverly adds that dealers are seeing a whole range of benefits from VoiceSafe, and at surprisingly little cost, particularly if dealers make

advice, it’s hard to write everything down. Voice Safe enables you to go back and clarify things.’ Town Centre also runs Close It, and has integrated Voice Safe with the system. ‘This is a real benefit,’ says Foster. ‘Every customer has a contact page and their phone calls are stored. It’s easy to review calls.’

use of yet another feature which allows outgoing calls over a mobile phone network, dialling out via a SIM card and saving the dealer great amounts in call charges. And he thinks analysing the true effectiveness of a dealer sales force is something that is overdue. ‘Dealers have been monitoring productivity in their workshops for years but the sales department have been getting away with it,’ explained Cleverly. ‘In these days of ever more difficult sales environments the best productivity is ever more essential and VoiceSafe offers a highly effective way to achieve this, at little or no cost to the dealer.’

FOR MORE DETAILS ON WHAT VOICESAFE CAN DO FOR YOU

0845 421 5050 | VOICESAFE.CO.UK CarDealer

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45 7/11/08 09:03:05

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7/11/08 09:03:06

...in association with Motors.co.uk

ewards [08]

Meet Our

Web

Winners Our task was simple: find the best automotive trade websites in the UK – and here they are, the first ever Car Dealer Eward champions

he deliberation is over, the votes have been cast and on the next few pages you can find out who’s won what in the inaugural Car Dealer Ewards. Held in association with Motors. co.uk, the gongs have been handed out to the very best automotive trade sites on the web. We had literally hundreds of entries from across the UK as well as countless nominations from our panel of eight judges – and now the waiting is over. The Car Dealer Ewards were launched because we know just how important the internet is becoming to the motor trade. Research has proven that a huge percentage of customers now research their car online before deciding where to spend their cash. So if you’re not on the web, or worse still are but can’t be found, you’re potentially losing out on lucrative business. And when times are as tough as they are now that can be disastrous. Over the following pages we’ll reveal our judges’ picks of the very best websites in Franchised, Independent, Car Manufacturer and Special Web Achievement categories. Judging took place completely impartially with each judge given the

[

same number of points to allocate to the shortlisted websites. For the Franchised, Independent and Special Achievement categories a shortlist was drawn up from the nominations and entries received and the judging began. For every website placed first 10 points were awarded, nine went to second place and so on from there. When all judging was in we totted up the points and had our winners. For the Car Manufacturer of the Year category our judges assessed every manufacturer site for the UK and picked their top five – 10 points were given to the winner, eight to second and so on. Each category was fiercely fought with a few points separating the winners and those in the highly commended slots. If you fancy the glory of winning one of our Ewards next year we’ve been speaking to experts about how to plan and build a winning website. Turn to p57 to find out more. Which just leaves me to say congratulations from the Car Dealer team and our judges to all those that picked up one of our Ewards in association with Motors.co.uk! James Baggott, editor

]

We’re already planning our Ewards 09 – if you think you should be on the judging panel next year get in touch on (023) 9252 2434 to find out how you can get involved.

CarDealer

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47 7/11/08 09:03:09

ewards [08]

Franchised Dealer Website [ ROLL OF HONOUR ] Winner: Commended: Commended:

LifestyleEurope.co.uk Citygatevolkswagen.co.uk Smc-cars.com

s new starts go, they don’t get much more successful than this! Lifestyle Europe launched their new website just two weeks before the judges picked it as number one in the Car Dealer Ewards – and the dealer group couldn’t be happier. The firm’s winning website was produced by G-Forces – whose marketing director Tim Smith sits on the Ewards judging panel – and it was only launched at the beginning of October. Lifestyle Europe has nine sites across Kent and Sussex with franchises for Ford, Mazda, Renault, Isuzu and Subaru. The company is run by managing director Peter Isted and chairman Marc Matthew after the pair launched the firm following a management buy-out of the HMG Group in 2001. ‘It’s good to know that this Eward was voted for independently,’ said Isted. ‘We’re delighted with the work G-Forces have done for us, but it’s nice to know that the other judges had to allocate their points to our site for us to pick up the title. We’re delighted.’ And Isted is right – the site wouldn’t have secured the number one slot without the points from the majority of the judging panel and it certainly impressed our web experts. HPI’s automotive director Daniel Burgess said: ‘LifestyleEurope.co.uk is an example of a stylish website that provides real impact and fantastic user content.’ All judges were impressed by the clear and clean appearance that is easy to understand and interact with. The use of sound and animation was singled out for praise as was the large amounts of pictures of stock. Isted explained huge emphasis is placed on this with each dealer in the group given targets for the amount of cars they’re expected to upload each month. ‘Staff can’t add a car without a minimum of six pictures and they can add up to nine,’ he explained. ‘We know it’s important for the site to be fresh and up-to-date so our dealers are given targets for the number of cars they must upload – some have to put on 60 a month.’

The website is co-ordinated by the firm’s group IT manager Carys Jukes, who Isted singles out as instrumental in the new site’s success. ‘She has been so dedicated to getting it look the way it does,’ he says. Jukes was tasked with coming up with a more professional offering to the outgoing website with an emphasis on search engine optimisation that would catapult the group up the rankings. Isted, and his management team, also wanted

to be able to modify the site in-house rather than rely on an outside agency. ‘The original site had just got too complicated and we’d added to it and chopped and changed too much, so with the new one we had to take a step back and start again to get it right,’ explained Isted. ‘I think we’ve done that.’ So, just how important is the internet to the Lifestyle business? Absolutely vital, says the MD. ‘You only need to look at the fact that we em-

MEET THE JUDGING PANEL HELEN RAPP T: 0845 265 5502 W: motors.co.uk HELEN is product manager for Motors.co.uk – the headline sponsor of our Ewards. She was looking at websites from a used car buyer’s perspective and wanted ease of use when searching and multimedia.

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TIM SMITH T: 0845 055 9040 W: gforces.co.uk TIM is the marketing director for web design firm G-Forces. He was looking for sites that reflected a professional image and helped a business generate leads. He likes engaging sites with a personal touch.

DAVE TIMMIS T: 0161 482 7650 W: reallygooddomains.com AS MD of a company that helps dealers market their cars online, Dave is well placed to spot a good site. He was looking for sites that capture enquiries and play a role in generating new business.

JOSH BERKOVITS T: 020 8800 1188 W: motortrade-mail.com JOSH is MD of an online vehicle trading site and has recently revamped his firm’s own site. He says his business is totally designed around the web and knows the importance a good site can make.

CarDealer

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...in association with Motors.co.uk

of the Year winner... Our headline sponsor says ‘The Lifestyle site is bright, colourful and very lively. It’s great that when you click through to the franchise you want from the group’s homepage it brings up special offers and other really useful information. It’s a very good site.’

Judges were impressed with the site’s new and used car listings, above, and the clear layout of the homepage for each of the group’s franchises, left

Lifestyle Europe MD Peter Isted receives his trophy from Car Dealer editor James Baggott

ploy a staff member full-time to look after the website to see the importance we place on the web,’ he explains. ‘We’ve doubled our spend on it this year and cut back on local press advertising which wasn’t working for us. A good 75 to 80 per cent of customers say they used the website before coming to see us and that’s a huge number of people.’ While chatting to Car Dealer, Isted produced a half-inch thick marketing report that listed huge

DANIEL BURGESS T: 0845 300 8928 W: hpi.co.uk DANIEL is automotive director of provenance giant HPI. The firm prides itself on its online publishing system and knows exactly the power the internet holds. He likes sites that are virtual showrooms.

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amounts of statistics on the website. He explains it is produced monthly for the directors and goes to show how key the web is to the firm. ‘Who’s emailed in, when the busiest and quietest days are for traffic and how many people have visited the site are all included – this all helps us plan our next step online,’ he says. Traffic is increasing too. Despite the latest figures only detailing stats prior to the new site launching, they still showed a 20 per cent

JAMES TEW T: 0870 443 0888 W: codeweavers.net MD of forward-thinking firm Codeweavers, James analysed entries from all areas. From the position in search engine results to how the site worked – all were checked before delivering his verdict.

increase in traffic. What helps drive this traffic is the huge amount of information provided on the site. Ewards judges were particularly impressed with the detailed listings for the cars that include the ability for customers to make the dealer an offer and work out finance calculations on the page. So, how did the firm plan the new site? One of the hardest parts of getting things right online is knowing what you want, but Isted said they had clear objectives. ‘We did a large amount of research and looked at a number of other car dealer websites when planning ours,’ he explains. ‘G-Forces helped us out immensely too in terms of the homepage look and putting the branches that feed off it in place. The web is going to become so important to the car trade in the years ahead. ‘At the moment there are still people out there that can’t turn a computer on let alone log on to a website, but you only have to look at your kids to see how important the web will be in the future. My children – I have four – are always online and that shows how things will grow. ‘If car dealers aren’t online then that’s ultimately going to cause them to falter and will be inherent in their downfall. It’s as simple as that in my book. ‘We know how important the internet is and it’s why we’ve invested in the new site. The team has put in a lot of work recently, so winning this Eward means a huge amount to Lifestyle Europe. We get really passionate about things like this and are delighted to win.’ >

LEE COOMBER T: 0870 122 2211 W: cap.co.uk AS a key account manager for CAP, Lee deals with car dealer websites daily. He wanted websites to be packed with all the information customers needed, with nothing to distract them to go elsewhere.

CAR DEALER NBHB[JOF T: 023 9252 2434 W: cardealermagazine.co.uk EDITOR James Baggott and deputy ed Richard Aucock analysed the sites from a consumer point of view before allocating their points. They wanted them to be easy to use and packed with information.

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ntractHireAndLeasing.com SaveMoneyOnCars.co.uk CarSupermarkets.co.uk TheVanWebsite.co.uk CarAndVanAuctions.co.uk The Website.co.uk RoadTestReports.co.uk CarLeasingCompanies.co.uk FleetDirectory.co.uk CarLeasingSpecialOffers.co.uk Cabrioletc ntractHireAndLeasing.com CarSupermarkets.co.uk TheGreenCarWebsite.co.uk VanLeasingSpecialOffers.co.uk SaveMoneyOnCa adTestReports.co.uk TheVanWebsite.co.uk ContractHireAndLeasing.com CarLeasingSpecialOffers.co.uk FleetDirectory.co.uk Contr Leasing.com SaveMoneyOnCars.co.uk CarSupermarkets.co.uk TheVanWebsite.co.uk CarAndVanAuctions.co.uk TheGreenCarW uk RoadTestReports.co.uk CarLeasingCompanies.co.uk FleetDirectory.co.uk CarLeasingSpecialOffers.co.uk Cabrioletcar.co.uk Contr Leasing.com CarSupermarkets.co.uk TheGreenCarWebsite.co.uk VanLeasingSpecialOffers.co.uk SaveMoneyOnCars.co.uk tReports.co.uk TheVanWebsite.co.uk ContractHireAndLeasing.com CarLeasingSpecialOffers.co.uk FleetDirectory.co.uk TheGreenC .co.uk Cabrioletcar.co.uk VanLeasingSpecialOffers.co.uk TheVanWebsite.co.uk CarSupermarkets.co.uk ContractHireAndLeas eMoneyOnCars.co.uk CarSupermarkets.co.uk TheVanWebsite.co.uk CarAndVanAuctions.co.uk TheGreenCarWebsite.co.uk tReports.co.uk CarLeasingCompanies.co.uk FleetDirectory.co.uk CarLeasingSpecialOffers.co.uk Cabrioletcar.co.uk ContractHireAn com CarSupermarkets.co.uk TheGreenCarWebsite.co.uk VanLeasingSpecialOffers.co.uk SaveMoneyOnCars.co.uk RoadTestRepor VanWebsite.co.uk ContractHireAndLeasing.com CarLeasingSpecialOffers.co.uk FleetDirectory.co.uk ContractHireAndLeasing.com neyOnCars.co.uk CarSupermarkets.co.uk TheVanWebsite.co.uk CarAndVanAuctions.co.uk TheGreenCarWebsite.co.uk RoadTestR uk CarLeasingCompanies.co.uk FleetDirectory.co.uk CarLeasingSpecialOffers.co.uk SaveMoneyOnCars.co.uk Cabrioletcar.co.u tHireAndLeasing.com CarSupermarkets.co.uk TheGreenCarWebsite.co.uk VanLeasingSpecialOffers.co.uk SaveMoneyOnCars.co.u tReports.co.uk TheVanWebsite.co.uk ContractHireAndLeasing.com CarLeasingSpecialOffers.co.uk FleetDirectory.co.uk TheGreenC .co.uk Cabrioletcar.co.uk VanLeasingSpecialOffers.co.uk TheVanWebsite.co.uk CarSupermarkets.co.uk CarLeasingSpecialOffe ntractHireAndLeasing.com SaveMoneyOnCars.co.uk CarSupermarkets.co.uk TheVanWebsite.co.uk CarAndVanAuctions.co.uk The Website.co.uk RoadTestReports.co.uk CarLeasingCompanies.co.uk FleetDirectory.co.uk CarLeasingSpecialOffers.co.uk Cabrioletc ntractHireAndLeasing.com CarSupermarkets.co.uk TheGreenCarWebsite.co.uk VanLeasingSpecialOffers.co.uk SaveMoneyOnCa adTestReports.co.uk TheVanWebsite.co.uk ContractHireAndLeasing.com CarLeasingSpecialOffers.co.uk FleetDirectory.co.uk Contr Leasing.com SaveMoneyOnCars.co.uk CarSupermarkets.co.uk TheVanWebsite.co.uk CarAndVanAuctions.co.uk TheGreenCarW uk RoadTestReports.co.uk CarLeasingCompanies.co.uk FleetDirectory.co.uk CarLeasingSpecialOffers.co.uk Cabrioletcar.co.uk Contr Leasing.com CarSupermarkets.co.uk TheGreenCarWebsite.co.uk VanLeasingSpecialOffers.co.uk SaveMoneyOnCars.co.uk tReports.co.uk TheVanWebsite.co.uk ContractHireAndLeasing.com CarLeasingSpecialOffers.co.uk FleetDirectory.co.uk TheGreenC .co.uk Cabrioletcar.co.uk VanLeasingSpecialOffers.co.uk TheVanWebsite.co.uk CarSupermarkets.co.uk ContractHireAndLeas eMoneyOnCars.co.uk CarSupermarkets.co.uk TheVanWebsite.co.uk CarAndVanAuctions.co.uk TheGreenCarWebsite.co.uk tReports.co.uk CarLeasingCompanies.co.uk FleetDirectory.co.uk CarLeasingSpecialOffers.co.uk Cabrioletcar.co.uk ContractHireAn com CarSupermarkets.co.uk TheGreenCarWebsite.co.uk VanLeasingSpecialOffers.co.uk SaveMoneyOnCars.co.uk RoadTestRepor VanWebsite.co.uk ContractHireAndLeasing.com CarLeasingSpecialOffers.co.uk FleetDirectory.co.uk ContractHireAndLeasing.com neyOnCars.co.uk CarSupermarkets.co.uk TheVanWebsite.co.uk CarAndVanAuctions.co.uk TheGreenCarWebsite.co.uk RoadTestR uk CarLeasingCompanies.co.uk FleetDirectory.co.uk CarLeasingSpecialOffers.co.uk Cabrioletcar.co.uk ContractHireAndLeasing.com markets.co.uk TheGreenCarWebsite.co.uk VanLeasingSpecialOffers.co.uk SaveMoneyOnCars.co.uk RoadTestReports.co.uk TheV .co.uk ContractHireAndLeasing.com CarLeasingSpecialOffers.co.uk FleetDirectory.co.uk TheGreenCarWebsite.co.uk Cabrioletc LeasingSpecialOffers.co.uk TheVanWebsite.co.uk CarSupermarkets.co.uk CarLeasingSpecialOffers.co.uk ContractHireAndLeas Supermarkets.co.uk TheGreenCarWebsite.co.uk VanLeasingSpecialOffers.co.uk SaveMoneyOnCars.co.uk RoadTestReports.co.uk T bsite.co.uk ContractHireAndLeasing.com CarLeasingSpecialOffers.co.uk FleetDirectory.co.uk TheGreenCarWebsite.co.uk Cabrioletc “This is the only place to look CarSupermarkets.co.uk “The service from Really Good Domains LeasingSpecialOffers.co.uk TheVanWebsite.co.uk ContractHireAndLeasing.com SaveMoneyOnCars.co.uk markets.co.uk CarAndVanAuctions.co.uk TheGreenCarWebsite.co.uk RoadTestReports.co.uk CarLeasingCom forTheVanWebsite.co.uk the top deals. 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ns.co.uk TheGreenk Cabrioletcar.co.uk MoneyOnCars.co.uk .co.uk ContractHireeGreenCarWebsite. ...in association with Motors.co.uk .co.uk ContractHirenCars.co.uk RoadTheGreenCarWebHireAndLeasing.com ebsite.co.uk RoadontractHireAndLeasadTestReports.co.uk Leasing.com Savek RoadTestReports. rioletcar.co.uk ConOnCars.co.uk[ ROLL Road-OF HONOUR ] Winner: Motorpoint.co.uk TheGreenCarWebCommended: Carcraft.co.uk gSpecialOffers.co.uk Commended: Taylors-pitstop.co.uk ns.co.uk TheGreenk Cabrioletcar.co.uk otorpoint lays claim to being Britian’s MoneyOnCars.co.uk ‘biggest and best’ car supermarket – .co.uk ContractHireand now the firm can add ‘with eGreenCarWebsite. the best independent dealer website’ to that slogan too! .co.uk ContractHirefive-site giant was head and shoulders nCars.co.uk The Roadahead of the competition in the independent TheGreenCarWebcategory and was heaped with praise from the HireAndLeasing.com judges. The website is a big and bright showcase ebsite.co.uk forRoadthe firm, packed with offers and features that capture the user’s imagination and attenontractHireAndLeastion. Singled out for praise were the use of video adTestReports.co.uk and the excellent search facilities. Leasing.comJudge SaveDave Timmis, boss of ReallyGood k RoadTestReports. Domains.com, summed up the site perfectly: ‘It’s brash and in your face which is a little Leasing.combright, CarSulike what car supermarkets are all about.’ .co.uk TheVanWebWhile Lee Coomber, from CAP, added: ‘The k Cabrioletcar.co.uk site incorporates everything that you would HireAndLeasing.com want from a car supermarket, with everything ports.co.uk TheVanunder one roof.’ HPI automotive director Daniel Burgess was uk Cabrioletcar.co.uk equally impressed, adding: ‘It’s fun, exciting nCars.co.ukand CarSueasy to navigate, coupled with top-notch LeasingCompanies. information and promotions to make it a real ets.co.uk TheGreenwinner. Simply put – a great site.’ What’s quite clear is the firm’s website plays uk ContractHireAnan important role in Motorpoint’s success, and k CarSupermarkets. this was confirmed by managing director David mpanies.co.uk FleetShelton who picked up the Car Dealer Eward. eGreenCarWebsite. ‘In the last 10 years the importance of having a website in the car trade has taken off and we’ve HireAndLeasing.com always tried to be at the cutting edge of that,’ ffers.co.uk TheVanhe explained. ‘We are very focussed on the web. Motorpoint MD David Shelton with his ers.co.uk FleetDirecIndependent Dealer of the Year Eward Everyone in the business has an input – from dVanAuctions.co.uk salesmen to valetors – so this is an award for Offers.co.uk everyone Cabriothat works for Motorpoint.’ The website was launched in its current guise o.uk SaveMoneyOncheck out what they can get before making the back in 2000 and has been constantly evolving FleetDirectory.co.uk journey here. A large proportion of buyers who ever since. Produced on site by a team of two, .uk CarLeasingSpeenter the showroom say they’ve looked at the it can be altered very easily with offers updated uk FleetDirectory.co. site at some point in their buying process – and in seconds. A dedicated sales team at the Derby many say it was actually their first port of call.’ officeVanlook after online enquiries, and Shelton rWebsite.co.uk One of the elements of the website that parbelieves this is very important. ng.com CarLeasingticularly impressed the judges was Motorpoint.tv Peak traffic is from 7pm-10pm and visitor CarAndVanAuctions. – an online video section. It features clips starring numbers have grown 20 per cent in the past gSpecialOffers.co.uk TV legend Tiff Needell explaining the Motorpoint year. Year to date the site has clocked up 47.1m buying process in bite-sized video chunks. .uk TheVanWebsite. page impressions with 5.1m unique users – huge ‘Some people come here and see the big numbers by anyone’s standards. HireAndLeasing.com showroom, lots of cars and 10 or 15 salesmen ‘The site has developed over the years as we’ve ebsite.co.uk discovered Road-exactly what people want from it,’ and that can be intimidating,’ said Shelton. ontractHireAndLeas‘Originally we used Tiff to produce a DVD which added Shelton. ‘It’s a great tool to allow buyers we showed in showrooms explaining the sales adTestReports.co.uk to research purchases and then, when they feel process, GAP and stuff like that. they’re ready, they can come and see us. It has site.co.uk Cabriolet‘It put people at ease and it was a natural procertainly grown our reach, with buyers able to ontractHireAndLeasadTestReports.co.uk site.co.uk CabrioletCarDealer ”MoneyOnCars.co.uk lOffers.co.uk Saveco.uk FleetDirectory.

ewards [08]

Independent Dealer Website of the Year winner... M

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Our headline sponsor says ‘Motorpoint. co.uk is a worthy winner in the independent category. It’s a professionallooking site with simple search facilities and plenty of eye-catching offers. Congratulations to the Motorpoint team.’

gression to add this to the website – it’s proved very popular as people can watch this at home and then they know what to expect when they get here.’ With the economy taking a turn for the worse, Motorpoint sees the site as key to keeping its showrooms busy. With many people looking for cheaper cars, the discounts car supermarkets can offer are very attractive to cash-conscious buyers and that means 2009 could be a busy year for Motorpoint. ‘We’re confident our business model will see us through the downturn but there’s no doubt the website will play a major part in that,’ said Shelton. ‘It’s great to win this Eward – the fact it is independently voted for makes it all the more special.’ >

51 7/11/08 09:03:25

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...in association with Motors.co.uk

ewards [08]

Car Manufacturer Website of the Year winner... [ ROLL OF HONOUR ] Winner: Commended: Commended:

Jaguar.co.uk Volkswagen.co.uk Fiat.co.uk

t was the fiercest fought category of the lot, but as the votes rolled in it was soon clear one manufacturer was managing to claw itself a healthy lead – Jaguar! A classy combination of excellent information, flash and video eventually helped seal victory, with the Ewards judging panel very impressed with the car maker’s site. ‘For me this site epitomises what Jaguar is about,’ said CAP’s Lee Coomber. ‘It is clear, crisp and sophisticated.’ While HPI’s Daniel Burgess added: ‘The Jaguar site is simple but sophisticated and very sexy. It truly reflects the brand values and you can’t help but paw it.’ Jaguar were delighted at winning the inaugural Eward and UK managing director Geoff Cousins, marketing director David Steele and web manager Lindsay Scaife accepted the accolade on behalf of the car maker. ‘Awards like this are evidence that customers like what we do and have received it well,’ said Cousins. ‘The website is only going to get more and more important to our business.’ Steele agreed, confirming the website is core to the brand’s plans during the tough times ahead. ‘The website is vital to our business,’ he explained. ‘It is one of the most important touch points for consumers to interact with Jaguar; to find out information about the products and find out more about the brand too. ‘Next year will see another step change in web activity for Jaguar, because we are aware that so many people are using it as a primary source of information and we are investing much more money as a result.’ The manufacturer is seeing real, tangible benefits to the site too, which launched in its current guise around three years ago. ‘One of the most interesting statistics is that when someone goes online and books a test drive for the XK then that is more or less guaranteed to develop into a sale,’ said Steele. ‘We get one of our highest conversion rates on leads derived from the website. At the moment the site is about information and gaining leads, but we see it becoming more of a relationship centre for Jaguar and its customers.’ Scaife added: ‘The internet is the primary shop window for Jaguar and that’s not just for new cars, but used cars as well. The levels at which we can showcase our cars have shifted dramatically. We can show 10 pictures and have videos moving in and out of our models.’ But what of the conception that Jaguar owners are older and therefore not so web savvy as buy-

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Jaguar UK managing director Geoff Cousins accepts his Eward from the editor

Our headline sponsor says ‘Congratulations to Jaguar on winning the first Car Manufacturer Website of the Year Eward.’

ers of other marques? How does Jaguar tackle this? What’s quite obvious by the chuckling from the three executives is this is something that’s been researched heavily by the manufacturer. ‘I think that profile is changing,’ says web manager Scaife. ‘We were actually quite concerned that when we moved into flash elements on the site people’s machines would not be able to take it, but the uptake of this technology, particularly

in the older buyers, is very high. These buyers are increasingly web savvy and are actually leading what we do on the website.’ The manufacturer – just like dealers – places high importance on search engine optimisation and making sure giants such as Google and MSN return its site in the right place in searches. ‘We want to appear as the primary site above the plethora of those purporting to be Jaguar,’ says Scaife. ‘Safeguarding our place in results is very important as a huge proportion of our traffic comes from there.’ Currently two people at the manufacturer look after the website – Scaife and colleague Natasha Hughes – and both work with an outside agency, as well as the marque’s global web team, to update and manage it. The UK portal currently attracts around 5,000 unique users per day – some 155,000 per month – and when Jaguar sends out its monthly e-newsletter visitor numbers can touch 18,000 a day. ‘I think it’s quite an achievement that two people and an outside agency can produce something as good as our website,’ says Cousins. So where do the opportunities lie now? ‘I think it’s on mobile phones,’ says Scaife. ‘Website technology is moving on quickly and the web viewed on mobiles, like the iPhone, is the way forward. ‘We need to think about the whole customer experience – from the moment they click to when they sign on the dotted line. The website plays an important role and it will only become more important in years to come.’ >

53 7/11/08 09:03:30

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...in association with Motors.co.uk

ewards [08]

Special Web Achievement of the Year winner... [ ROLL OF HONOUR ] Winner: Commended: Commended:

Fiat.co.uk Nicarﬁnder.co.uk Autoquake.com

lthough it didn’t get enough votes to pick up the Car Manufacturer Eward, judges felt Fiat’s visually stunning site was worthy of its own recognition. The website really is a showcase for what is achievable online when firms think outside of the box. Looking like a virtual showroom, it combines flash images, video and fantastic content to entice the user in further. Among the judges impressed by Fiat.co.uk was Lee Coomber, from CAP. He said: ‘It is a very appealing website. It is aesthetically pleasing and has that attention-grabbing factor.’ Really Good Domains chief Dave Timmis was equally in awe, adding: ‘It epitomises the Fiat brand very well and is an excellent example of a good manufacturer’s website. ‘It uses flash and video content seamlessly. The designers have incorporated lots of detailed, high-resolution images of models, giving the visitor a great picture of what to expect when they see the car in the metal. It’s a fun website.’ The site is currently enjoying huge visitor numbers – so far this year there have been 5m visits of which just under 4.1m were unique users. Some 250,000 unique visits are clocked up every month. Collecting the Eward for Fiat, UK managing director Andrew Humberstone told Car Dealer the internet was hugely important to the manufacturer. ‘The site absolutely represents where we want to be and how we want to portray ourselves as a brand,’ said Humberstone. ‘In today’s society the internet is such an important medium for the car industry. ‘We see ourselves as a brand that wants to be at the forefront of the web; we want to be exciting and we want to be aggressive in getting ourselves there. ‘The website will only become more and more important to us and I certainly wouldn’t be investing what we are in the site if I didn’t think it was key to our business.’ Key driving force behind the domain is the group’s IT director Phil Mastris. He works closely with an in-house team and design agency AKQA, who produced the site, to make sure things are constantly evolving. ‘We’ve had fantastic recognition for the site,’ he explained. ‘But we’re not resting on our laurels and are continuously trying to improve it. ‘We worked with AKQA, who we chose after a long period of tendering, to produce the site as they stood out from the rest. They have been able to produce the dream we had of how we

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Our headline sponsor says

Fiat UK managing director Andrew Humberstone, left, receives his award

wanted to show our cars online. ‘Dealers don’t have the luxury of countless customers walking through their doors these days, so they need to show off their wares online and it’s our job to help them with that. ‘The dealer portal on our website is one of the most popular parts and that’s a great way we can channel business to our network.’ So what was the original idea behind the site? And how did Fiat manage to come up with such a unique experience? ‘Primarily we wanted consumers to be able to change and configure the cars online in a unique way,’ says Mastris. ‘This is the second incarnation of the site, the first guise looked identical but didn’t do everything we wanted it to. However, after a seamless transition around six months ago we can now let

‘We like the Fiat.co.uk site because it really feels like you are in a virtual showroom with the cars superbly laid out. We think this also helps put the customer at ease and keeps them interested.’

customers do what we wanted when configuring their car. The web has changed our lives so radically – consumers who used to only spend £10-15 on the internet are now spending thousands on a new TV and things like that, so the internet is only going to grow and grow. ‘We’re fortunate in the UK to have high broadband users which meant we could produce a site like ours.’ Both Humberstone and Mastris hinted at big plans for the site in the future – and didn’t rule out one-day selling cars directly via the internet. ‘We’ve got big plans for the web in 2009,’ said Humberstone. ‘We still need to be creative, but the internet is at the forefront of our strategy. All I can say is watch this space because next year we’ve got some exciting stuff in the pipeline.’

55 7/11/08 09:03:34

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How to build an

Eward winner Envious of th e use the award success our Eward winne rs Then now’s ths as a wake-up call to get y have enjoyed? Keen to RICHARD AUC e time to start building ne our own house in order? xt year’s winn OCK investiga ing website. tes how

t’s working out where to start that’s the hard bit! If your website hasn’t really changed since the 90s, you’re probably more than a little daunted about the prospect of building a new one. Don’t be. Here we’ve chatted to a whole host of experts that can show you just what it takes to build one of the snazziest websites around – one that not only looks good, but will also seriously improve your profit margins. Think of it, explains Richard Lawton of Reallygooddomains.com, like this. ‘The internet is so ubiquitous, having a poor website – or, even worse, not bothering with a website at all – is corporate suicide! ‘There are numerous studies that all point to the internet as the number one resource in researching pretty much anything. Penetration among adults now stands at 73 per cent – and internet usage for them has passed the one-hour mark a day!’ Gary Ennis, boss of NSDesign, adds that ‘most people search on Google. If you’ve not got a website, you’ll NEVER be found by these (ever increasing) numbers…’ While James Tew of Codeweavers advises you remember the bloke walking home from the

CarDealer

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pub with his missus. ‘All he’ll remember is the garage name – and how will he find the car he’d convinced her, on the night, was worth a look? By Googling the dealer name!’ Yes, you could say it’s crucial… ‘This idea,’ adds Lawton, ‘that you can rely on flooding the local press with adverts is getting more and more outdated by the month.’ Tim Smith, of G-Forces, goes one further: ‘It is tantamount to a dereliction of duty not to engage with this medium.’ As for not being able to justify the cost of a new website, listen to Ennis. They’ve just built a new site for a car dealer, with an interactive used car finder. ‘The dealer recouped every penny they spent on the website with the sale of just one used car… a car that might not have sold had it not been for someone finding it online!’ So you sold, then? Ok, so here’s where to start – make sure you’ve got a clear idea of what you want in mind. Without this direction, you stand no chance of getting the site

you planned. As Lawton says: ‘It has to reflect your brand values. It also has to make people stay on your site – research shows the longer they stick around, the more likely they are to visit in the flesh.’ Generate ideas by looking at other car dealerships. See what works and what doesn’t, using this to influence your own decisions. Once you have a clear plan in mind, it’s time to go to your web developer. You really should >

57 7/11/08 09:03:36

Keep it simple Simplicity and time are key ingredients to making a great site, according to motoring web guru Antony Spear ANTONY Spear created his own website from scratch. Motormarttv is to be big – but it will only become so, he said, if the fundamentals are right. ‘And this meant getting the design of the site correct was imperative. It was the starting point for all that we’ve done.’ A highly structured evolution process was vital. Spear started by recruiting a project manager, to handle liaisons between him and his software developers. ‘I have the ideas – it’s up to my manger to take them and communicate them to the software development team.’ By this stage, he had already formulated his USP: the reasons why people would visit the site and stay there. The team then ‘started with the end in mind – even though this will inevitably change with time. For this reason, the back end was built from the ground up, with the flexibility to be built upon’. Spear places great emphasis on the site’s ability to evolve with time. As for his design, he stuck to the mantra of simple is best. ‘This is key. Our site has some incredible features, but all the time, we’ve thought of the user experience. Think of the world’s most popular site – Google. Could it be any simpler?’ You must also be prepared to invest the time – and the money. Spear has spent a year creating Motormarttv, and financially is looking at six figures. Dealers don’t need to spend that much, of course. But they do, says Spear, need to go into any development programme with a clear plan in mind. ‘You can get clone-sites, copies of what’s been done in the past. But will they stand the test of time? That’s another question…’ Creating a new site is work in itself. So why not ensure it’s time well spent? The business growth opportunities, if you do it right, are considerable. Just ask Spear…

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be getting one on board to do the job for you. They’re a savvy lot and don’t change the earth – you can have bespoke sites running for under £500. Smith says they’re a must. And he goes further: have you considered an in-house web specialist? ‘The companies that perform best online have normally employed people who have specialist skills in understanding the internet and of online marketing.’ The benefits such people bring are engagement with the internet at all levels of the business. They will also, says Tew, ensure you’re up to speed with all the latest technology. ‘Web 2.0 is the new buzzword,’ he says. ‘This is, in essence, a more modern look and feel. For the customer, it relates to how the page loads, how well the tools are integrated, how the pop-ups work, how the images look. Basically, the result is a more enjoyable website to use, that’s easier and less frustrating to navigate.’ Ask them, he says, to consider technologies such as Ajax and Dynamic HTML. They’ll know what you mean! Speaking of those enjoying internet success, Smith says: ‘It is no coincidence they have dedicated technical experts and a marketing manager, both of whom understand how to market online, and how to measure and report those successes to the directors.’ Don’t overlook this – support from the highest level is essential in understanding trends, leading the direction of the company thus, and generating greater returns. Having a team in place will also help you sort the most fundamental visual aspect of the site – how it looks. This is, believe it or not, one of

the easiest aspects to sort. ‘Simply make sure it’s clean, not confusing to the eye, and is full of related images if you’re a used car dealer,’ says Tew. Good designers will have an array of tools and options to create a bespoke look. More fundamental is the structure. Sites should be as easy as possible to navigate. ‘Ensure you insert text links where users would expect to find them; little things like hyperlinking the company logo back to the home page are important,’ says Lawton. A logical, commonsense mindset that involves looking at the bigger picture during development is vital – do not get bogged down in pictures and words. They can later be changed. If the structure of the site is junk, it’ll be like rearranging deckchairs. You pay for a website to be built to your specification. If you don’t know what it is, or spend too much time instructing the web designer on how it looks rather than how it does it, your money will be wasted and you’ll end up with a flawed site. Pay great attention to the navigation. ‘This may seem pretty obvious,’ says Tew. ‘But it often isn’t. Remember, it has to concur with your customer’s needs, too, not just your own. Consider how much experience they have of using websites; it’s possible some may be far less web-savvy than others, so what’s acceptable for one group will be simply too in-depth for another.’ Of course, once the site is handed over to you, then content becomes king. This is where dealers usually become interested. And now, the work begins. Keeping on top of your content is important: don’t advertise ‘new 08’ plates when

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web design We help businesses maximise their success online. it’s September and the 58 plates are around. Don’t date the ‘about us’ sections either, advises our panel – things like ‘The company started in 1995 and we now have 11 years’ experience’ immediately turns off many savvy users. The content should be reviewed regularly and any content which dates should be flagged and changed when appropriate. That’s the bare bones, but to be a working, profit-generating tool, you need information on there, too. ‘Getting your stock on the website is very important,’ says Ennis. Indeed, it’s probably one of the most crucial elements, given people’s expectations. ‘Give the user the option to search for the car; by make, model, price, anything really. Keeping on top of this can be time consuming, but worthwhile – and clever use of a contact us form can give immediate feedback on a popular car type.’ Don’t stop there, though. To get a really good site, an award-winning site, you need to do more. ‘You can’t simply load your stock up to a portal and expect your vehicles to get the phone ringing,’ says Smith. ‘You have to view your corporate website as an extension of your business, so it becomes your digital dealership. ‘By viewing your website this way, it becomes easier to understand the value it can bring to your business. By investing in it properly, you are actually increasing the value of that asset, much like you are when you buy a showroom, improve its appearance and get footfall through it.’ Ah, investment. Distrustful of the internet? You probably think ads in the local paper are more worthwhile. Smith disagrees. He admits >

‘The companies that perform best online have normally employed people who have specialist skills in understanding the internet and of online marketing.’

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59 7/11/08 09:03:40

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web design ‘Don’t date the about us sections. Things like “The company started in 1995 and we now have 11 years’ experience” immediately turns off many savvy users. The content should be reviewed regularly and any content which dates should be flagged and changed when appropriate.’

that putting a figure on how much dealers should be spending ‘is the million dollar question, but with over 80 per cent of car buyers beginning their buying cycle online, I would hazard a guess there are very few dealers truly aligning their marketing expenditure with the sources of enquiry’. Tew says you should ‘remember – you get what you pay for’. ‘A website that performs well on search engines and generates good levels of enquiries and sales actually has a value much like the showroom or plot of land it sits on,’ continues Smith. If you do it right, your website can be your biggest asset, so invest in it appropriately. And make sure people can find it. The best website in the world is pointless if people aren’t discovering it. This is where you and your web developer should consider SEO – search engine optimisation. It’s how people will ‘Google’ you! And if you’re not on the first page, says Lawton, you’re nowhere. ‘Think about how often you click on the second or third page of a search result!’ ‘Natural results are displayed where websites are ranked by Google in order of appropriateness to the search term entered – the search engines rank using a variety of criteria (which

often changes) but ensuring you have good, relevant content and your link structure is intuitive goes a long way in helping. ‘Linking to other sites is important, it helps people find your site and it helps with search engine optimisation. If you advertise on another website – link to them!’ This is where your deals with providers come into play. Indeed, it’s these reciprocal links that Antony Spear sees as crucial for Motormarttv.com. Even simple housekeeping, such as supplying good, current information about the dealership in ‘About Us’ will help here, says Codeweavers’ Tew. You should also have good means of measuring who’s using it. Analytics isn’t something that mathematicians pour over – but something you should study carefully, too. Because you can only gauge the success of your website by measuring its performance. Luckily, there are dozens of ultraclever tools out there to help you. But be cautious, warns Smith. ‘Information comes from so many sources and is often marred

by vested interests. Your marketing and advertising partners want you to spend with them every month and they will claim great results or mask their inadequacies with bamboozling statistics. You have to cut through the noise.’ You must understand where enquiries come from, where the leads ‘live’, and how well you deal with them. Google Analytics is the stock-standard tool, and is good, but Smith says it has its limits. His company has designed NetDirector Leadbeast, which takes these various packages a step further. It can merge the data, to provide an overall picture of ‘return on investment’ across all your marketing campaigns, both online and offline. ‘You have to get behind the numbers to gain a true picture of what they actually mean to your bottom line.’ Doing so will help make best use of the website you’ve invested so heavily in. In short, dealers can’t afford to ignore the internet. As our Ewards showed, there are some out there reaping the rewards of getting it spoton. Can you say the same? How in order is your online house? Simply put, you can’t afford to ignore it anymore. Money spent here really will be money earned… and who knows, you may even bag an Eward in 2009 because of it!

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61 7/11/08 09:03:46

automation

The

If your employees are spending more time on admin than working with customers, you’ve got the wrong IT system, according to q.bit Systems’ Nigel Pates

automatic

ar dealers are poorly automated. They are wasting money in employing more staff than is necessary to process their current business activities. Their staff are doing time-consuming tasks that are unproductive and spending time on administration when they should be talking to customers. This means cost bases are higher than necessary. And it’s a problem that’s rife through the industry. So says q.bit Systems’ Nigel Pates, who says the issue has become even more serious now the credit crunch has really started to bite. ‘Dealers are simply unable to react at the right moment to a rapidly changing market.’ His solution? Automated process management systems. In short, this is the substitution of unproductive administration manpower costs for productive customer activities. A whole hour currently spent carrying out administration work could be spent selling to customers – but that’s only if you’ve got the right systems! Starkly, Pates uses the simple examples of the number of sales managers in the business spending hours keying in spreadsheets or the hours spent typing in sales invoices. ‘All that

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‘An hour currently spent carrying out administration work could be spent selling to customers – but that’s only if you’re working with the right system!’

time, the business is not selling – yet it is perfectly possible to design automated systems that replace this activity,’ he says. ‘And it’s a problem almost every dealer has – the inefficiencies are vast. ‘There are a thousand inefficiencies in the car business that could be solved by automated business process management systems. The primitive situation we’re in at the moment shows that existing solutions simply aren’t working.’ Pates says q.bit provides the answer. He can offer a range of integrated dealer modules that save time and money. These cover areas including showroom sales management, delivery and customer satisfaction, stock efficiency, sales invoice automation – plus the key business drivers of prospecting and retention, marketing and database, lead management and increasingly importantly telephony integration. Large organisations have already been won over. Perrys Group, for example, was as sceptical about the introduction of automation by providers outside of their DMS systems as many. After years of discussions, it was finally convinced to take on q.bit’s automated finance process – providing a single entry point for multiple finance proposals. Now, Perrys has real-time information on where finance is being placed – and can rapidly deal with the increasing incidence of multiple placements before acceptance. ‘They have a clear picture of the financial situation, and have been able to bypass difficulties tighter sub-prime lending criteria have introduced.’ Allen Ford’s MD, Kevin Quigg, was far less

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Nigel Pates (main image) reckons that every dealer could be more efficient. The right IT package means employees can spend more time with customers

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sceptical about these systems. ‘He said yes right away, and has been with us for a number of years. We created systems for them to communicate with customers in high volumes. ‘They look at customers in their database every day, and can instantly devise strategies on how to talk to them. The system simultaneously manages customer communication by their two internal call centres, external call centres and all their sales teams. ‘Quigg never asks can it be done? He knows it can. The system is his servant. And he exploits it to be at the cutting edge of operations.’ ‘We use it for data capture, lead management and CRM, amongst others,’ said Quigg. ‘It’s improved out data capture, the quality of that data, and has really enhanced customer prospecting. Once they’re in the system, they can’t be lost.’ ‘Dealers will not understand how good they are until they see them in operation.’ Most dealers are wedded to DMS systems, but Pates says this mindset has created ‘lead boots’ for the industry. ‘These systems have failed to create a sophisticated, responsive set of processes. This means dealers are less able to introduce a planned and evolving approach to, say, customer communications. ‘Statistics show, for example, when most new car buyers are likely to change their car in the future. Why not make it easy to identify these, and contact them at the right time? Or identify when services are due, and do the same? Because current models do not easily allow it, it’s just too hard for most dealers to be where they really want to be. Whereas, with automation, this could be done.’

‘When I shop at Tesco, my invoice at the till is posted straight to accounts. The distance between management and the transaction is reduced. In most showrooms the distance between the deal and the management is too long and too costly. The two businesses are worlds apart. ‘The underlying attitude is that invoices are so complex, they can’t be automated. That’s rubbish! This attitude is seriously holding back dealer efficiency and profitability.’ Efficiency processes are self-fulfilling, too. Once the mindset is instilled in a dealer, it doesn’t stop. ‘It creates an urgency for people to think, what could I automate next?’ The future is full of even more potential. ‘The big area is telephone integration. IP telephony and such like are crucial technologies in automation allowing customer processes to be distributed more widely and cheaply.’ Pates illustrates a scenario where a dealer takes a call: what do they know of the customer before they pick up the phone? Usually nothing. So, he explains, imagine linking telephone and database together, so records flash up when the phone rings directing your staff to manage the customer correctly. ‘Automation is giving the right information at the moment a dealer needs it.’ The customer relationship experience then becomes very different. ‘The motor trade is constantly evolving, and dealer processes need to do this, too. There is a disbelief among car dealers that IT can work in this environment. It can! Automation means change. And change means profit…’ If it helps drive out the ‘feet of clay’ attitude Pates says pervades the industry, then he will be a happy man.

63 7/11/08 09:03:52

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7/11/08 09:03:53

cultclick cars right

...in association with G-Forces

Making marketing work When times are tough you need to ensure the cash you spend on marketing is working – but how can you do that? G-Forces’ Tim Smith investigates

s Gordon Brown tries to dig us out of the hole many believe he dragged us into, we are blitzed with figures that justify every decision he has ever made. The only problem is Cameron and Clegg are dragging other numbers out of their bag to prove he’s wrong. It’s not just the politicians that do this either. Many grand claims are made about the effectiveness of marketing media which often include phrases such as ‘number of eyeballs’, ‘volume of page impressions’, ‘visitor rates’ and ‘brand reinforcement’. Of course what an automotive dealer really wants to know is how many sales or enquiries they generate. According to Dr Robert Heath, lecturer of marketing at Bath University, the average consumer is bombarded with 5,000 brand messages a day, and most of these don’t actually work. In fact AKQA, the world’s leading digital agency, states that up to 99 per cent of these messages are ineffective. So why is this? In the automotive market it is often to do with misdirected marketing and a lack of understanding as to the effects of each campaign. Most of us turn off when we hear phrases like return on investment, cost per enquiry and cost per sale, but it is this information that should be used to keep your marketing partners on their toes. The next time they come knocking on your door for monthly budgets, ask yourself ‘do I really, truly know how successful their last campaign was?’ Or are you just spending out of fear because your competition is doing it? To understand what is working you have to understand the figures and to understand

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‘The bottom line is you have to cut through the noise to understand how your marketing is working.’

out how many calls each piece of marketing generated. Additionally, there are many good tools that analyse web-generated enquiries and your competitors’ search traffic including Google Analytics, Webtrends, Nedstat and Alexa. Unfortunately, almost always these tools are used in isolation, so you can only get half the picture. the figures you need to have the tools. A major Your full marketing landscape can only be problem is that many dealers have not fixed the mapped by tools that collate online and offline roof while the sun was shining, and now it’s tipenquiry data and then allow this to be compared ping it down they don’t have the tools or exper- in a like-for-like scenario. NetDirector LeadBeast tise in place to measure marketing accurately. is one such tool that can be used to huge effect Some dealers have attempted to understand to deliver this information. their campaign performances using phone trackThe bottom line is you have to be able to cut ing and internet statistics packages. Suppliers through the noise to understand how your such as BDM, Mediahawk and The Airtime Group marketing is working. After all, good marketing is allow specific phone numbers to be assigned to good marketing, bad marketing is bad marketing, individual marketing campaigns to help work but inaccurate marketing is plainly disastrous.

65 7/11/08 09:03:55

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7/11/08 09:03:56

...in association with Vansunited.co.uk

cars LCVcult insight

Staying one step ahead With Christmas just around the corner, Vansunited.co.uk reveals its top tips to increase sales well into the new year

ven in difficult economic times, if you are switched on you can still remain one step ahead of your competitors. As we head into the season of goodwill, Vansunited. co.uk has found ways to raise some seasonal cheer with a guide on how to prosper in the new year. Not all sectors in the van market have been affected by the crunch, with BCA recently reporting that September’s figures show the average value of nearly-new vans has increased by 2.9 per cent to £9,126. Used vans have become a more attractive option to customers who are seeking transport that is affordable and can be funded independently without the need for finance deals. It’s important to advertise in the right places though. With positive figures for used van sales, it’s imperative you advertise your stock correctly to gain the most sales. Vansunited.co.uk has recently experienced a surge in dealers signing up as their reputation for generating sales grows. Stock on Vansunited.co.uk has increased by 25 per cent in the past year and can be viewed across a network of additional sites including Carsource.co.uk, Teletextcars.co.uk, Vansbymail. co.uk, Transitsbymail.co.uk, Contracthireweb. co.uk and Vanweb.co.uk, giving your stock maximum exposure on the web. Presentation is key too. When advertising online, it is important to ensure the photography and the description of your vehicle is first class. After all, the better the photography, the more appealing the vehicle will be to the consumer. Professional quality images, better still video, will set you apart from your competitors and

VW adds to van world’s ‘GTI’ range VOLKSWAGEN Commercial Vehicles has just launched the latest additions to its Sportline range of vans. The Caddy and Caddy Maxi Sportline extend the stylish range to five models. In now-established Sportline fashion, they’re effectively the GTIs of the van line-up, with aggressive looks and good

performance. The Caddys are distinguished by chrome side rails and front grilles, lower front spoiler (with built-in fog lamps), rear roof spoiler, bodycolour bumpers, mirrors and doorhandles – oh, and 17-inch, six-spoke alloys. Inside, things are no less appealing. There’s black Italian leather with red stitching, red

guarantee quicker sales. ‘Chat to Dealer’, an instant messaging tool offered by Vansunited.co.uk, is designed to help dealers reduce their costs, taking communication to an entirely different level. The service enables sales staff to chat with customers online and receive leads directly to their desktop, while offering consumers an alternative method of

centre panels and an embroidered Sportline logo. Also standard are air con, electric windows, CD stereo and electric door mirrors. Under the bonnet? A 140bhp 2.0-litre TDI, that hits 116mph, after dispatching the 62mph dash in 10.1 seconds and there’s 320Nm of torque, between 1,800-2,500rpm.

enquiring and communicating with the dealer. And despite the forecast of a drop in sales on the high street this Christmas, the internet is predicted to continue its boom, with more people shopping online to get the best deals on gifts. With this in mind, couriers will be looking for vans in which to deliver these presents, and where better to look than on Vansunited.co.uk!

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67 7/11/08 09:03:58

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7/11/08 09:03:59

dot cultcom cars

...in association with Really Good Domains

Reasons to be cheerful! It’s all too easy to get depressed by the doom and gloom – but if you look in the right places there are still areas that are growing, says Really Good Domains

he days are short, the nights are long, no doubt you’ve been driven mad by the Christmas adverts and music already on the radio and television, and not a day goes by when there is yet more doom and gloom, global crisis and financial meltdown in the news. So here at Really Good Domains (in the online motor-industry for nine years) we thought we would look at the positive aspects of the motor-industry and show that it is not entirely doom and gloom out there. It’s challenging, certainly, but there is some silver lining – you just have to know where to look! So, without further ado, here are the Really Good Domains reasons to be cheerful... Firstly, take a look at the growth in the contract hire and leasing market. At Really Good Domains we talk daily with many dealerships and leasing companies on ContractHireAnd Leasing.com and most have experienced an uplift in leasing deals as consumers and businesses look to fix their motoring costs and protect themselves from re-sale and depreciation issues. Many advertisers on ContractHireAndLeasing. com sell an extra 50 units a month with the best closing more than 100 deals. Secondly, there’s the rise of the city car. While the reduction in new car registrations is very worrying for all in the motor trade it is not an across-the-board drop. Several manufacturers bucked the trend, as well as some car segments. The top car searches on SaveMoneyOnCars. co.uk have mirrored the rise of the city car among consumers; with perennial favourite the Ford Focus being dethroned by the smaller and more frugal Ford Fiesta. The Renault Clio, Ford Ka, and Vauxhall Corsa also feature promi-



‘It’s challenging out there, but there is some silver lining – you just have to know where to look.’ nently in the top 10 searches. This is further evidence of the switch to smaller, more economical models. Thirdly, don’t forget the growth of the green car. Okay, so it’s still a small, niche market in the grand scheme of things, but this is changing and fast. TheGreenCarWebsite.co.uk reports on the latest news and developments in the growth of green cars and we have seen surging traffic which shows that consumer (and fleet) interest is really growing. Impending VED changes, fuel

costs, and people’s growing environmental conscience are the main drivers for looking at this new segment. There have been some excellent green variants arriving on the market; the SEAT Ibiza Ecomotive, Ford Fiesta Econetic, and VW Polo Bluemotion to name but three. To summarise, this is the time to explore new avenues to market, whether by looking at the leasing market, or by offering the types of cars consumers are currently interested in, such as greener, smaller, more efficient cars. Importantly, make sure you still get your brand and cars under the noses of the people that are looking with SaveMoneyOnCars.co.uk, ContractHireAnd Leasing.com and TheVanWebsite.co.uk the perfect platform to advertise to large numbers of prospective customers looking to change vehicles right now. It’s time to let customers find you!

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reallygooddomains “Number 1 in Marketing For Motoring...”

69 7/11/08 09:04:05

auctions

Honda’s plane good value Dealers get a taste of the high life as FLAG holds Honda auction on a plane raising £1.8m in the process

ealers have joined a mile-high club with a difference… with the first ever car auction on an aeroplane! Honda UK teamed up with The Fleet Auction Group to sell off 140 cars from the company’s used car department. And what better location than on a plane, taking Honda dealers to Spain? Soon after take-off, the sale commenced and by the time of landing every car had been sold. Steve Clarke, the auctioneer from The Fleet Auction Group, said: ‘This was a truly unique event that Honda dreamt up. The months of planning that went into it was well worth the experience from an auctioneering point of view. ‘This is the most unusual place I have ever offered cars, and at one point, due to the cabin pressure, I thought I was going to lose my voice!’ Richard Battams-Scott, used car sales manager at Honda UK, said: ‘We are delighted with the outcome, especially in the current difficult trading conditions. Although it was partly a dealer incentive, the most important point was selling £1.8m of stock, at values in excess of our reserves. The dealers could view high definition pictures of the cars on PDAs we supplied and were sat in aisle seats to help Steve Clarke see all bids. The feedback from those who took part has been excellent, so it was a hugely successful auction.’ Elsewhere in the auction market, evidence from BCA suggests buyers are moving from new cars into used. During September, a small increase was recorded in the average value of used cars. It’s modest – just one per cent – but does stem a series of losses that have run since May. BCA is cautious about the upturn, pointing out that September is traditionally a strong month for average values. It also notes that year-on-

Honda and FLAG got together to hold the first ever auction on a plane!

‘This was a truly unique event that Honda dreamt up and the months that went into planning it were well worth it.’ year values remain well behind 2007. However, as the company’s Tony Gannon said: ‘September’s average values offered some relief for vendors as prices crept up, even if only marginally. While it would be foolhardy to suggest this heralds a recovery for used market prices, it was a welcome change from what we have seen in recent months.’ He was at pains to ensure the full scale of this year’s losses are not overlooked, though.

‘It is the third month running that the average auction value has been below the £5,000 threshold and, compared to earlier in the year, values remain down by around £1,000,’ he explained. ‘Year-on-year values are behind by a similar amount. In previous years, September has heralded a significant rise in average prices and that simply has not happened this year.’ So which cars put in the strongest performance? Well, fleet and lease rose by £71 while nearly-new cars, on the other hand, continued to fall, although the loss was reduced to £8, against an average rise of £47. It is far from an upturn, but against such a gloomy new sector, the used situation at auction is a little brighter – and any glimmer of positive news is very welcome indeed.

Jaguar XF makes an impressive debut at BCA auction JAGUAR’S sleek XF has made its auction debut – with some success. BCA Nottingham hosted the special Jaguar closed sale, where 93 lots drew in 67 dealer representatives and a further 20 bids online. The results saw an 80 per cent conversion rate, generating more than £1.3m. The XF – pictured left – went down very well with seven 07/57 cars entered. Premium models averaged 85.1 per cent of list, with Premium Luxury models

70 CarDealerIss9.indd 70

averaging 84.1 per cent. The average selling price was £30,786, with the best performer being an Azure Premium Luxury which went for £32,500. Annette Clay, BCA account manager for Jaguar, said: ‘The new XF model made an assured entry into the used marketplace, creating another significant auction benchmark for Jaguar. ‘This strong result highlights Jaguar’s continuing desirability in the marketplace.’

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FLAG feeling - Car dealer

22/7/08

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You just can’t beat that FLAG feeling Strictly Trade only (VAT No. and verified bank details reqd). No cash accepted. Fleet Car Sales every Monday & Thursday. Excellent variety of weekly stock from premium sources. Fixed cost buyer’s premium of just £85 per car. Collection of vehicles 24 hours a day. Feels good doesn’t it?

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‘WHAT ‘WHA T NEXT?’ Those two little words are vitally important to us. They sum up our attitude, our ethos, our spirit. We always believe that even more could be done to improve the remarketing of your vehicles and to bring you even more choice of great used stock to buy. And we’re continually striving to ﬁnd new and innovative ways to help. It’s one of the reasons why we’re Europe’s No.1 Vehicle Remarketing Company.

Why should you advertise your business in CarDealer. ? Don’t ask us – we’ll let our happy clients tell you instead... ‘The response from our Car Dealer adverts was immediate and appropriate, after only a few hours of the edition being read, I received more quality calls than ever expected. The publication gained us an invaluable springboard to which to reach our audience.’

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Peering into the lives of the motor trade...

On The Spot

Name: Les McLaughlin Age: Is but a number... Lives: Bedfordshire Any family? Yes, three wonderful children and three beautiful grandchildren (two of the kids work in the business and do a great job). What do you drive? I always thought that points mean prizes. I was wrong. I have a driver. He drives an Audi A8 Quattro. What was your first job? I was a trainee accountant. What was your first car? I was the proud owner of a green and silver Vauxhall 101 super deluxe. Who do you work for now? The Warranty Co UK Ltd. I’m the managing director. What does this involve? As MD I am responsible for all departments – the buck stops with me!

What are your job’s biggest challenges? Keeping the sales team on their toes and opening new accounts, regularly reviewing our products and services and ensuring our dealers are supported. Any downsides? Paperwork! Need I say more? How much do you earn? Enough to live within my income

even if I have to borrow to do so. ring tone? The Winner Takes It All – Abba. Do you have an average day and how does it pan out? What’s your favourite No such thing as an average day film and the last one you for me. My day starts with emails saw? My favourite film is and telephone calls. I get upBlazing Saddles, last one I saw dates from each department and was The Shawshank Redemption. then it’s team meetings, board meetings or teleconferences. I’m Favourite football team? happiest when I get out of the Celtic. office and visit dealers. What is the biggest challenge What newspapers/magazines car dealers face? Every dealer do you read? I receive all the I know has their own set of trade publications so try to challenges; take your pick from keep informed through them. funding, taxes, regulation… During the week it’s the normal broadsheets – weekends it’s the What would be your number one tip for car Racing Post. dealers? ‘Maximise your profits per deal’ with The Warranty Co What is the most expensive thing you’ve ever bought? UK Ltd. A National Hunt Racehorse called Putup Or Shutup. He won And finally... what’s your motto in life and business? and was placed many times in his career and he is now in hon- Copy the tortoise who beat the hare – you don’t get ourable retirement. anywhere without sticking your What’s your mobile phone neck out.

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

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CarDealer

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7/11/08 09:05:03

competition

Win tickets to Rally GB!

othing quite beats the thrill of the World Rally Championship. Even the world’s greatest drivers, like those in Formula 1, hold their rally counterpart’s skills in higher regard than their own. And it’s not until you see them live do you realise just how amazing these talented drivers are. Watching the WRC on the TV is all well and good – the camera angles are stunning and the in-car footage incredible – but it doesn’t quite compare to trudging through a forest and seeing it for yourself. Not until you’ve felt the rush of air pass your face or smelt the spent super unleaded as another on-it rally driver carves a graceful arc around a mud-covered corner, can you call yourself a real fan. Every year the World Rally Championship decamps to Wales to slice up the cold damp countryside and it’s a spectacle every car nut must experience at least once. We’ve teamed up with the organisers of the event to offer Car Dealer readers the chance to experience the Wales Rally GB spectacular in fine style. The prize is split into two parts, as we’ve got

CarDealer CarDealerIss9.indd 75

tickets to give away for the Saturday night special stage at the Millennium Stadium as well as tickets for the finale on Sunday so you can find out who’s won. The Saturday night special is a fire and ice-themed show that includes performances from new girl band The Saturdays – pictured above – stunt driving from Terry Grant and motocross rider Jamie Squibb. Following the night’s entertainment, the four-wheeled rally action begins as drivers battle it out for crucial

points in the championship. The event is held on December 6 and starts at 5pm, with doors opening at 4pm. So you can make a weekend of it, each winner will get a pair of tickets to the final day of action from the rally on Sunday, December 7, too. Access to both stages are included with tickets, as well as entry to the Swansea Service Park at the SA1 Swansea waterfront development. The adult tickets include a copy of the official programme which usually costs £8.50. We have FOUR pairs of tickets to give away for the Saturday and Sunday events, which we will be bundling together so winners get a pair of tickets for both days. This way you can make a weekend of it. The prize does not include accommodation and is for the tickets only. To enter, all you need to do is send your name and address on an email with ‘WRC’ in the subject line to james@blackballmedia.co.uk. The first four emails picked out of the hat on Friday, November 21, will win the tickets. For more information on how you can get tickets the normal way you can log on to www.walesrallygb.com or call 0844 847 2251.

75 7/11/08 09:05:06

classifieds Contact Us: Unit 5 Heron Court Quarry Hill Ind Est Merlin Way Ilkeston Derbyshire DE7 4RA

Tel: 0845 257 8105 Fax: 0845 257 8106

www.flagpoleexpress.co.uk Email: sales@flagpoleexpress.co.uk

WARNING: TOP CAR JOBS HERE

TOP CAR RECRUITMENT Supplying you with all your motor trade staff throughout the UK – from valetors to dealer principals T: 01493 721119 -- M: 07793 411385 -- E: topcarrecruitment@btinternet.com

CarDealerIss9.indd 76

7/11/08 09:05:08

products 1. Philips SA5285

Price: £100 Contact: argos.co.uk The Philips SA5285 is a clever portable media player that lets users download video from a PC to watch on the move. It boasts an impressive 8GB memory which is enough room for 1,800 songs or 35 hours of movies. We’ve been trying the pocket-sized player out and have been impressed by its ease of use.

2. Bluetrek Metal

Price: £30 Contact: modelabs.com The Bluetrek Metal is a Bluetooth handsfree headset and is said to be the thinnest in the world. At just 4.2mm we’ve no reason to doubt it – the tiny device tips the scales at a featherweight 5.5 grams! The Metal is compatible with all Bluetooth phones as well as VoIP.

3. Tamiya TT-01

Price: £170 Contact: 01906 605686 IF you need proof boys love toys whatever their age, simply show them a radio-controlled car. Model experts Tamiya have just released a new chassis on top of which you can add all manner of supercar shells including the Nissan GT-R, Porsche GT3 and VW Golf GT. The new chassis – dubbed TT-01 by the makers – is an enhancement to the brand’s entry-level package and offers four-wheel drive for excellent grip.

4. Syrius S600 Truckmate

Price: £300 Contact: snooperuk.com NOT a week seems to pass without a piece in the papers bemoaning yet another juggernaut or HGV getting stuck down a country lane. This new product from Snooper aims to rectify that – it’s called the Syrius Truckmate and has been designed specifically for, you guessed it, truck drivers! Details included in the S600’s mapping cover height, weight and length restrictions.

5. Avon Storm-ST

Price: £170 Contact: avonmotorcycle.com I’ve been trying out a set of the Storm-ST’s on my BMW R1150 GS Adventure. They have been superb, offering a fantastic level of grip in the dry and wet. They haven’t lasted as long as trial-style alternatives with bigger tread blocks, but have managed more than 4,000 miles and counting. Top stuff.

6. Goodyear OptiGrip

Price: from £90 Contact: optigrip.eu Goodyear’s latest range of tyres offer a host of clever technologies for car drivers. OptiGrip is a summer tyre designed to have excellent performance in the wet with special focus on reducing aquaplaning – perfect for the type of summer we’ve just had!

7. Clarion VRX388RUSB

Price: £399 Contact: clarion.co.uk This is the latest DVD-playing headunit to hit the market from Clarion and boasts a 3.5-inch colour TFT display. It fits into a standard-sized headunit slot and offers playback for DVD, DVD RW, CD, CD-R, MP3, WMA and AAC.

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used cars Some traders buck the trend IT’S not all doom and gloom out there! Car Dealer has unearthed a band of traders that boast they’re actually enjoying boom times as the economy plummets. A number of independent dealers have told us that while most firms are feeling the pinch, they’re prospering – and they say it’s because buyers are deserting new cars in favour of used. ‘I’d go as far as saying that at the moment we’re actually benefiting from the credit crunch,’ said John Burton, proprietor of Infront Autos, in Essex. ‘Franchise dealerships are 30 per cent more expensive than independents so it follows that business is good for us now.’ And James Leighton, owner of KBP, in Portsmouth, believes the key is adapting to the needs of your market. ‘If you’ve got the right cars – small, economical and cheap to insure – then you’re unlikely to feel the effects as much as some,’ he said. KATIE GARNETT

78 CarDealerIss9.indd 78

Downward curve easing? There’s some good news for used car dealers as CAP reports dip in used values is starting to turn IT SEEMS the downward curve in used values is easing slightly, according to the latest research from CAP. This was reflected, moving into November, by an overall reduction in Black Book of less than four per cent. This is hardly a cause for celebration in a market which is still proving tougher than many can remember, but does at least indicate that the rate of decline may be slowing. CAP now believes market values will continue to reduce at around three to four per cent per month until early summer 2009. At this point prices will then begin to stabilise. This does not mean a return to the residual values seen in recent years, but it will reduce

the risk dealers currently face on rapidly depreciating stock – an issue which is causing huge discomfort throughout the industry at a time when achieving fast stock turn is simultaneously more important and more difficult than ever. Research in the retail used car dealer sector suggests the majority of dealers do not anticipate the market to remain in freefall indefinitely. When they are asked to anticipate the business climate over the next few months nearly half expect conditions to remain much the same. The majority of the rest are only forecasting slightly worse performance than today. The positive aspect of this is that, despite the obvious problems, the mood

cannot be described as hopeless – just take a look at the story on the left for proof of that. With retail buyer tastes now firmly aligned with money-saving, more than prestige, performance or image, the latest findings on consumer used car priorities will come as no surprise. For example, when asked what comes top of the priority list for buyers, 62 per cent of dealers rank fuel consumption first. Interestingly, however, depreciation still seems to be of relatively little interest to retail buyers. Despite the fact that this is often the biggest single cost in the car ownership equation, there is a roughly even split between dealers who report that it is high priority, medium priority or low priority for their customers. There is clearly a lesson to be learned here about the understanding that the ‘ordinary’ car buyer has of whole life costs.

CarDealer

7/11/08 09:05:13

Trading Places

...in association with BEN

We’re calling it a day... The economic conditions have claimed another casualty as our feature to raise money for BEN falls by the wayside as no-one comes forward to help

t seems the credit crunch is slowly beginning to infect every part of the motor industry – and our charity feature to raise money for BEN is the latest victim. With dealers concentrating on keeping their businesses alive rather than raising money for a very worthwhile cause, the phone has been understandably silent since our call went out for help last month. This is indicative of the industry in general at the moment – most traders are fighting for survival and those that are getting punters through the door are very reluctant to give up a slice of these profits for charity. BEN is the automotive charity that provides care and support to employees and their dependents in times of need. It’s a hugely worthwhile cause and when we started the feature in more stable economic times it looked Our first trader to take up the like we were on to a real winner. baton was Mark Boyt of HS Cars. Autotrade-Mail donated a car for us to sell and start the race with. We He pledged to hand over £250 after investing in a Kia Clarus. managed to get £600 for the little Ford Fiesta and, impressed with our He struggled to find a buyer efforts, the charitable chaps at ATM but promised to hand over the donation anyway. So the £1,250 topped up the fund to £1,000 – expot rolled on to Tim Stentiford tremely generous indeed!

‘The phone has understandably been silent since our call went out for help last month.’ of Tailored Vehicles Solutions. He managed to add £300 to the total. Then we received a surprise call from one Kevin Griffin who, having read about the feature, decided to pledge £100 he’d just received for a part exchange – good man.

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

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

Our feature to raise money for industry charity BEN is the latest victim of the credit crunch The cash then passed to James Khan and the team at Riverside Auto’s. The guys invested in a Megane which they turned around in super quick time giving us a £150 chunk of the profits. So the grand total? £1,800. Not bad for six months’ work and it wouldn’t have been possible without the help of a very generous Autotrade-Mail and those traders mentioned. If any of you feel a sudden pang of guilt for not helping, any donations to top up the total will be greatly received. Send your pledges to james@ blackballmedia.co.uk.

It wouldn’t have been possible without...

CarDealer

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79 7/11/08 09:05:15

used cars

Crisis of confidence?

Where is the wholesale stock? asks HPI’s Valuation Expert, Martin Keighley

ith the final quarter of the year likely to be the worst in terms of industry confidence it is most definitely a buyer’s market. However, there is a shortage of quality wholesale stock which I believe to be due to four main factors. Firstly, fleets are not de-fleeting and are extending existing contracts. Secondly, many fleet vehicles are being marketed for secondary leases, especially large 4x4s. Thirdly, dealers are not doing enough retail business to generate the usual number of part-exchange vehicles and many are keeping older than usual swappers as retail stock. A number of ex-fleet cars are expected to arrive in the coming weeks, but these will only sell if priced to match the market. The new market could be the key to recovery or failure. Manufacturers continue to tell us that new prices have to keep rising, due to increased costs, but this logic flies in the face of a true market where house, used vehicles and even oil prices are falling. Sales will only increase if prices come down. The web is full of large petrol 4x4s, advertised at double their real value. When will the consumer realise that the market has fallen? Reliance in web-based car sales sites for ball park valuations is therefore extremely misleading. There is no substitute for experience and independent market research. Used values for November are generally down apart from smaller cars which remain stable. We can expect further falls for December.

The deepening global recession has exacerbated declining values, according to the latest HPI Used Car Valuations Index

he problems affecting the industry in the UK and across the world are sending consumer confidence plummeting, with a short term recovery remaining elusive. The year-on-year decline in October for all

Large petrol MPVs endured more misery in October – values have fallen 34.5 per cent year on year

Mid MPV sector 10 major fleet players Rank

Model

12-month-old cars has increased on average from more than 20 per cent to 24 per cent and all threeyear-old cars have gone from a staggering 25.5 per cent to an even more staggering 28.1 per cent. Looking closer at fuel type, it is the three-yearold petrol cars that have reported the greatest and most worrying decline, increasing from 27 per cent to a shocking 30 per cent. Look even closer at vehicle sectors and it is the three-year-old petrol MPVs and 4x4s that have taken the biggest year-on-year tumble, with valuations now running at just two thirds of what they were this time last year. Petrol MPVs have now fallen 34.5 per cent and 4x4s 39.8 per cent.

HPI Used Car Valuations Index

Models in range

Average new price

Average RV 36(60) £

Average RV 36(60) % Monthly depreciation cost £

Ranked by residual value % 1 2 3 4 5 6 7 8 9 10

Mercedes B-Class VW Caddy Maxi Life Toyota Verso VW Touran Ford S-MAX Honda FR-V Nissan Qashqai+2 Dodge Journey VW Golf Plus Nissan Qashqai

16 3 10 20 26 9 30 5 19 45

£21,203 £17,162 £18,745 £19,484 £22,066 £18,417 £21,439 £19,835 £17,686 £19,430

£7,758 £6,092 £6,423 £6,519 £7,408 £6,125 £7,050 £6,500 £5,516 £6,026

36.6 35.5 34.4 33.7 33.6 33.3 32.9 32.7 31.2 31.1

373 308 342 360 407 341 400 370 338 372

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

Daihatsu Materia Chevrolet Tacuma Kia Carens CW Caddy Maxi Life SEAT Altea SEAT Altea XL Citroen Xsara Picasso Mazda 5 VW Golf Plus Fiat Multipla

2 1 12 3 12 9 5 10 19 4

£11,395 £11,695 £14,645 £17,162 £15,795 £16,534 £14,915 £17,320 £17,686 £16,025

£3,200 £2,100 £3,965 £6,092 £4,723 £4,872 £2,860 £5,170 £5,516 £3,825

28.1 18.0 27.0 35.5 30.0 29.5 19.2 29.9 31.2 23.9

228 267 297 308 308 324 335 338 338 339

80 CarDealerIss9.indd 80

CarDealer

7/11/08 09:05:17

...in association with HPI Valuations On a brighter note, year-old city cars are seeing depreciation values slowing, while superminis/ small cars have seen the rate of depreciation level out. Encouragingly, three-year-old city cars and superminis are also beginning to see the rate of depreciation level out, offering small signals of hope for the market. Comparing valuations month-on-month doesn’t give much cause for cheer either, with valuations across the board continuing to decline in October

against September. Twelve-month-old and threeyear-old vehicles both slipped a further five per cent in October compared against September, with only year-old petrol cars faring a little better – dipping 4.8 per cent. Although downsizing is the key market trend, the government bail out, falling fuel prices and an imminent decline of inflation should start to oil the wheels of recovery in other sectors. Wholesale and trade used car sale volumes also remain healthy.

SMMT sales data October / year to date

Figures supplied by SMMT

October

Year to date (YTD)

Marque

2008

% market share

2007

% market share

% Change

2008

%market share

2007

%market share

% Change

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

15 360 110 6,387 87 7,961 8 860 138 4,967 0 137 0 264 3,020 21,309 4,284 7 1,856 1,404 122 2,195 1,283 531 38 2,921 3,860 27 1,886 526 3,350 60 6,692 432 122 4,328 0 0 1,009 1,943 2,461 587 41 254 997 0 5,886 19,422 11,701 2,340 70 94 128,352

0.01 0.28 0.09 4.97 0.07 6.20 0.01 0.67 0.11 3.87 0.00 0.11 0.00 0.21 2.35 16.60 3.34 0.01 1.45 1.09 0.10 1.71 1.00 0.41 0.03 2.28 3.01 0.02 1.47 0.41 2.61 0.05 5.21 0.34 0.10 3.37 0.00 0.00 0.79 1.51 1.92 0.46 0.03 0.20 0.78 0.00 4.58 15.13 9.11 1.82 0.05 0.07 100.00

0 631 164 7,246 166 9,065 104 1,124 569 6,430 2 233 5 240 3,794 22,559 6,628 26 2,048 1,147 326 2,330 3,049 968 58 3,658 5,663 0 3,150 998 4,724 61 11,106 700 145 9,356 0 1 1,593 2,357 2,869 983 105 372 1,234 0 7,012 24,938 14,764 1,897 41 158 166,797

0.00 0.38 0.10 4.34 0.10 5.43 0.06 0.67 0.34 3.85 0.00 0.14 0.00 0.14 2.27 13.52 3.97 0.02 1.23 0.69 0.20 1.40 1.83 0.58 0.03 2.19 3.39 0.00 1.89 0.60 2.83 0.04 6.66 0.42 0.09 5.61 0.00 0.00 0.96 1.41 1.72 0.59 0.06 0.22 0.74 0.00 4.20 14.95 8.85 1.14 0.02 0.09 100.00

0.00 -42.95 -32.93 -11.85 -47.59 -12.18 -92.31 -23.49 -75.75 -22.75 -100.00 -41.20 -100.00 10.00 -20.40 -5.54 -35.37 -73.08 -9.38 22.41 -62.58 -5.79 -57.92 -45.14 -34.48 -20.15 -31.84 0.00 -40.13 -47.29 -29.09 -1.64 -39.74 -38.29 -15.86 -53.74 0.00 -100.00 -36.66 -17.56 -14.22 -40.28 -60.95 -31.72 -19.21 0.00 -16.06 -22.12 -20.75 23.35 70.73 -40.51 -23.05

88 5,442 1,479 90,317 1,446 100,982 165 16,694 5,377 73,179 12 4,520 29 3,573 49,701 285,764 76,766 166 25,904 18,450 3,767 28,584 30,241 9,338 605 45,092 67,243 36 36,696 14,869 61,471 573 107,635 5,495 1,356 83,419 2 3 14,547 26,406 33,683 6,527 573 4,332 24,096 1 96,832 267,703 159,245 29,641 885 1,821 1,922,771

0.01 0.28 0.08 4.70 0.08 5.25 0.01 0.87 0.28 3.80 0.00 0.24 0.00 0.19 2.58 14.86 3.99 0.01 1.35 0.96 0.20 1.49 1.57 0.49 0.03 2.34 3.50 0.00 1.91 0.77 3.20 0.03 5.60 0.29 0.07 4.34 0.00 0.00 0.76 1.37 1.75 0.34 0.03 0.23 1.25 0.00 5.03 13.92 8.28 1.54 0.05 0.09 100.00

0 6,133 1,978 89,133 1,927 102,211 330 15,983 8,007 86,823 45 4,431 32 2,749 51,881 306,054 94,215 39 26,690 16,596 5,749 24,675 41,309 13,401 600 45,597 69,562 1 40,119 16,876 58,889 675 130,915 7,674 2,279 112,637 72 128 20,891 30,473 34,292 4,319 1,249 5,146 28,420 2 106,301 291,228 169,953 25,962 736 1,925 2,107,312

0.00 0.29 0.09 4.23 0.09 4.85 0.02 0.76 0.38 4.12 0.00 0.21 0.00 0.13 2.46 14.52 4.47 0.00 1.27 0.79 0.27 1.17 1.96 0.64 0.03 2.16 3.30 0.00 1.90 0.80 2.79 0.03 6.21 0.36 0.11 5.34 0.00 0.01 0.99 1.45 1.63 0.20 0.06 0.24 1.35 0.00 5.04 13.82 8.06 1.23 0.03 0.09 100.00

0.00 -11.27 -25.23 1.33 -24.96 -1.20 -50.00 4.45 -32.85 -15.71 -73.33 2.01 -9.38 29.97 -4.20 -6.63 -18.52 325.64 -2.94 11.17 -34.48 15.84 -26.79 -30.32 0.83 -1.11 -3.33 3,500.00 -8.53 -11.89 4.38 -15.11 -17.78 -28.39 -40.50 -25.94 -97.22 -97.66 -30.37 -13.35 -1.78 51.12 -54.12 -15.82 -15.21 -50.00 -8.91 -8.08 -6.30 14.17 20.24 -5.40 -8.76

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tail light

Sub-Prime Time T

he Bank of England’s Credit Conditions Survey for quarter three of 2008 noted that things in the UK tightened during the period, with lenders reducing the availability of credit. Further declines in credit availability are expected over the coming quarter. This survey was based on data gathered before the collapse of Lehman Brothers, the Lloyds takeover of HBOS, and the nationalisation of Bradford & Bingley. It was only 10 months ago when you needed two hands to count the number of lenders providing non-standard POS motor finance to the main market. At the time of writing this, there are just three. The takeover of HBOS by Lloyds, and the expected merger of their brands, products and services, will limit dealer POS finance choice even further. This is a concern, not just because dealers’ choices are becoming limited but because when any service is restricted and providers of the service reduce, this lack of choice offers the potential for the opportunistic or perhaps desperate to exploit the situation. We’re already seeing some brokers charging dealers for access to POS finance. Dealer margins are already tight, without the overhead of having to pay a third party to get a car sold. This sort of thing may well start in niche finance areas such as sub-prime, self-employed, young, etc where the market’s quite restricted at this time, but where will it end? When some lenders (I don’t place myself in this category) hear that brokers are being paid to get access to their finance facilities, it’s only a question of time before they themselves will want a piece of the new revenue stream that’s on offer. Why stop at niche finance business? It won’t be too long before the rate for risk mentality opens mainstream lenders’ eyes to the potential of supporting ‘marginal’ deals with a charge to the dealer. Of course this

‘You shouldn’t have to pay to gain access to point of sale finance when you’re offering new customer opportunities to a third party.’ will increase acceptances, but at what cost to the dealer? I’ve always said that the dealer/lender relationship has to work for both parties, and unless it’s fair and reasonable for both, ultimately it won’t work and one side of the relationship is going to suffer as a consequence. So, the short term opportunistic value this creates will place further pressure on dealer cash flows and will simply mean that over the medium term we’ll see more and more dealers fail. As the CEO of an independent lender, I have a vested interest in keeping the non-captive dealer market alive and well to support my business in the years to come, and therefore First Response won’t be placing additional pressures on dealers. You shouldn’t have to pay to gain access to POS finance, when you’re offering new customer opportunities to a third party. So find another route to obtain the finance, or go direct to lenders if you can. If this practice continues, it’s the tip of the iceberg, and I think it will be the death knell for some in the independent market.

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

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Car Dealer is published Contributors by Blackball Media Ltd (Company No Duncan Chappell, Dan 6473855) and printed Harris, Mike Askew, Mike by Warners. All rights reserved. Conditions of Hind, Dave Timmis, Dave Smith, sale and supply include the fact Car Dealer shall not, without our consent, be lent, resold, hired Chris Jervis and Simon Evans out or otherwise disposed of in a mutilated way or in any unauthorised cover by way of trade or Sales Executive Thanks to... affixed to or as any part of a publication or advertising, literary or pictorial matter whatsoever. Fiona Russell Justine Hoadley, Tim Marlow, Dealer is fully protected by copyright E: fiona@blackballmedia.co.uk Tim Naylor, Linda Baggott and Car and nothing may be printed wholly or in part without permission. T: 023 9252 2434 Bernard McGranaghan

CarDealer 7/11/08 09:05:21

0115 946 6370

Many Happy Returns 17% of our business comes from returning customers – and we always encourage people to visit the same dealer for their next vehicle (or point them towards a supporting dealer from our network). To help your business benefit from our many returning customers, join our dealer network by calling 0115 946 6370 today. First Response Finance Limited, Chetwynd Business Park, 5 Regan Way, Chilwell, Nottingham NG9 6RZ

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2EPUTATION IS EVERYTHING 7E´VE MADE IT OUR BUSINESS TO HELP PROTECT YOURS

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