In today’s healthy new car market, it would be very easy to assume the carmaker’s brand is far and away the primary one in the retailing equation.
A manufacturer’s product marketing brings consumers to the dealerships. Once they are inside, its influence and rules then ensure, as much as possible, that the dealer completes the transaction to their satisfaction.
After the recession, the pressure is back on dealers to invest more in premises and technology and pay increasing attention to processes defined by the manufacturer to ensure a uniformity of experience throughout their centres, generating the expectation of universal goodwill among customers.
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Jeremy has been a journalist for 30 years, 20 of which have been in business-to-business automotive. He was a writer and news editor on AM-sister brand Fleet News for three years before setting up the AM website. For the last five years he has been Bauer B2B’s head of digital helping to manage the digital assets of AM, together with Fleet News, Commercial Fleet, Rail and Smart Transport.
James davids - 20/02/2017 18:31
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