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value added dealers (auto). Value added dealers Automobile dealers are
front line of customer service in the auto industry yet it ...
... the unique BMW Lifestyle through a host of value-added programmes all ... Customers may
choose to go to the other dealers instead of Auto Bavaria based on ...
... 6.0 Conclusion Oriental-E Auto (OEA) has a great ... powerful presence of existing
experienced used car dealers. ... this plan has given to value added service after a ...
... of customers, thereby building long-term, value-added customer relationships ... home
improvement stores, consumer electronics dealers and auto service providers ...
... 0.8% of GDP, 6.2% of manufacturing value-added and 11 ... are performed by new car dealers
and independent ... Lube Russia” implemented by Premier Auto Service LLC is ...
Submitted by chidder on March 6, 2007
Category: Miscellaneous
Words: 593 | Pages: 3
Views: 179
Popularity Rank: 55,602
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Value added dealers
Automobile dealers are front line of customer service in the auto industry yet it is something that manufactures often have too little control of. It was not until Toyota developed the Lexus brand in America did we understand how much dealers can affect the perceived value of a vehicle. The question for many (especially luxury) automobiles makes is how manage and implement better quality dealers. There are multiple examples of turning dealers from sales forces to a value added process even before the car is sold.
Lexus originated their dealer experience to provide something beyond what anyone else had. It started by sales staff training that was regulated by the manufactory and a strict policy on warranty service. They followed up with constant surveys of customers that is the standard today in the industry. They also created a dealership that felt more like Nordstrom’s than a Wal-Mart. The result is people began to expect quality for the service of Lexus. People were going to dealerships because Lexus provided of the service not just the product.
The most shining example is BMW. Their first step to increasing the quality of dealers was to increase the quality of warranty service by forcing dealers to guarantee replacements with BMW vehicles. No one wants to drive in with a luxury car and be forced to drive out with a Korean economy car. Today this has even gotten to the point where BMW dealerships will guarantee you will drive out with a BMW that is equal to or better than your car so customers that have a 7 series will not be forced to drive out on a 3 series.
The next move for BMW was to add in guaranteed service. This means that the car is sold with full service expense covered under the warranty (even wear items such as brakes). The result is that anyone who purchases a BMW has already purchases all their service for the first 50,000 miles. It’s basically a way of guaranteeing their dealers service...
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