Authors: Monika Jedli?ska
In highly competitive automotive environment a company’s ability to introduce innovations is a key success factor for sustaining competitive advantage. Launching new strategies on the market is important since constant, well-planned improvement of one’s business is necessary for companies: on importer and dealers level to adapt to changing conditions in markets, technologies and competences.With a large dispersion of automobile dealers, it is critical that a coherent long-term brand strategy on customer treatment and care, possible financing sources and assurance of long-term growth is developed and implemented in the whole network equally. The customer should clearly understand the brand’s values, the dealers’ values and turn to the salesmen in every stage of the product’s life to generate loyalty. From the dealer’s perspective this strategy can be easily called “follow the money”, meaning supporting the customer on every stage of his contact with the dealer: from new vehicles sales, through service, spare parts, finance and insurance (F&I), to the used cars sales. The strategy emphasizes two aspects. First, assuring the highest quality of customer service, not focusing only on artificial standards such as ISO or GVO audits or producer requirements, but to real assurance that the customer is welcomed at the dealership as a guest in a private home, shaping a unique dealer experience and thus giving a customer added value, through this unique experience. Second, focusing on recognition of profit centers in the dealers’ stations. Modern dealers in Europe are recognizing new cars sales as a primary income center, forgetting about other important pillars, such as: spare parts, service, F&I products or used cars.
Journal: n.a. (n.a. – n.a.)
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Publish Year: 2016
Conference: Poznan, Poland (2016)