A NEW LOOK OF USED

BY RENNAY CRAATS

Hollywood’s stereotypical 1980s plaid-clad used car salesman was a pushy, shady character who did anything for a sale. Even when Gerry Wood opened Woodridge Ford Lincoln, his first dealership in the Wood Automotive Group (WAG) in 1983, these stereotypes weren’t welcome on his lot. And today, the seven dealerships operating under that umbrella are as far from stereotypical as they could possibly get.

Today’s preowned departments call for tech-savvy salespeople who know the features and history of their cars inside and out, no matter the make or model. Where customers used to have to visit multiple lots to ferret out used car deals, all of that running around is now done virtually. This allows buyers to scour dealerships and online marketplaces, filtering for the features they are looking for, all without leaving the couch.

“The internet changed everything to the point where customers have as much or more inventory knowledge as the dealers,” says Glen Barreth, former general manager at Big 4 Motors.

The dealerships support this by updating their websites every 24 hours so customers are searching the most current inventories. They provide everything a buyer would want to know, from mileage and price points to Carfax reports that outline the vehicle’s history. Customers are confident that, as every preowned vehicle undergoes rigorous inspection and detailing, their new-to-them car reflects WAG’s quality standards, roof to chassis.

After all, it’s WAG’s reputation for service, integrity and quality that attracts customers to its dealerships, and the team prides itself on turning every first sale into a lifelong relationship. As customers are researching available products and determining their used car’s valuation online, instead of information they are looking to the sales teams for support and a personal connection to a dealership they can trust. For the past 40 years, the WAG team has delivered just that.

While each dealership boasts a preowned department dedicated to getting drivers behind the wheel of quality vehicles, WAG took it a step further in 2015 with the introduction of Driverz Auto. This unique operation focuses exclusively on preowned sales and financing, providing incredible personalized service and a wide selection of cars, from a student’s first set of wheels to a luxury SUV and everything in between. The team never wants customers to settle and Driverz Auto shows the Group’s commitment to helping customers find their perfect used car for a great price.

“Driverz started off having off-make vehicles that our manufacturer dealerships wouldn’t normally stock. It would allow us to have a different variety compared to the Ford, Chrysler Ram Jeep, Honda and now VW, and at a lower price point,” says Cailean Wood, WAG vice president Sales and Marketing. “Sometimes used vehicle managers tend to stock certain makes or models based on their own preferences – Driverz has been able to stock a wide selection of what the customers want.”

That is no small feat, especially given the challenges of today’s strained used car market. The microprocessor shortage that manufacturers have experienced over the past few years has brought with it a more limited new car stock and a resulting surge in used car demand across North America aimed at filling the void.

“In the last number of years, the United States market has grown and because they have such a large market, they really feel the pinch. A lot of the vehicles that we have in Canada are being purchased by U.S. buyers,” says Dick Lau, chief operating officer at WAG.

This adds another layer to the already tight used car market, but the WAG dealerships are constantly on the lookout for ways to combat this cross-border competition to better service customers. The team casts its net wide, supplementing the lease returns and trade-ins that come in on the new car side with vehicles from auctions and private listings not just in Calgary but across the country. WAG does everything possible to secure strong used car inventories to make the buying process easier and more satisfying for customers.

“The supply chain has handcuffed us in some ways,” says Rory Wood, WAG vice president, Parts and Service. “And with that, it has driven up the price of used cars depending on the product.”

With multiple dealerships and incredible connections in the industry, WAG’s preowned sales teams can draw from the impressive inventory databases across the organization to help get customers the vehicles they want without breaking the bank. As the market adjusts to the new challenges in preowned sales, WAG will continue to provide customers with the best quality used cars just as they have for 40 years – with no pressure, no pretenses and definitely no plaid.

Y OUR #1 CHOICE FOR PRE- O WNED

ABOVE: CALGARY MEGALOT IS THE WOOD AUTOMOTIVE GROUP’S PRE-OWNED ONLINE STORE WHICH FEATURES EVERY PRE-OWNED VEHICLE AVAILABLE AT ALL OUR DEALERSHIPS

TOP LEFT: THE SUPPLY CHAIN HAS HANDCUFFED US IN SOME WAYS/RORY WOOD/VICE PRESIDENT PARTS AND SERVICE/WOOD AUTOMOTIVE GROUP.

BOTTOM LEFT: AT DRIVERZ AUTO WE FOCUS ON THE PRE-OWNED VEHICLE THAT CUSTOMERS REALLY WANT/CAILEAN WOOD/VICE PRESIDENT SALES AND MARKETING/ WOOD AUTOMOTIVE GROUP

In 2023 the Wood Automotive Group celebrates its 40th anniversary. In this edition and in the coming months, Wood Automotive Group Founder and Executive Chair, Gerry Wood and his team will recollect how vehicles have changed in the past 40 years and how serving customers continues to evolve. In this issue we focus on used vehicle sales.

Gerry Wood - Founder and Executive Chair Wood Automotive Group