Dicksons of Inverness wins social media following with ‘cheeky’ social media videos

Scottish car retail Dicksons of Inverness is making waves with a series of tongue-in-cheek videos that have led to thousands of views on social media.

And staff appearing in the cheeky, fun and occasionally heartwarming videos have become local celebrities with people recognising them as they go about their daily lives.

Among the videos, aiming to demonstrate that the business goes above and beyond normal expectations to satisfy customers and among ‘services’ on display are a naked salesman washing dishes for a woman and another abseiling down a zip wire to reunite a child with her favourite toy.

A recurring theme centres around Dicksons’ sales director Jim Mackenzie telling his staff ‘Anything the customer wants, the customer gets’.

He said: “We are a serious business when it comes to finding the right vehicle for the right person, but we also have a lot of fun too and this is depicted in the videos.

“We have created about 30 videos that are out on social media and the reaction has been amazing. I get people coming up to me in the supermarket saying, ‘you’re that guy in the car video, aren’t you?’.”

Nissan, Kia, MG Motor UK and Suzuki franchisee Dicksons, which has been based in Inverness since 1992, employs about 70 staff at its Telford Retail Park base.

Back in January the business named three new board members as it looks to strengthen its leadership team

And the business has seen the power of social media has impacted hundreds of miles from the Highland capital.

“We have had companies in the industry in the Central Belt and beyond asking who does our marketing because the buzz that has been created has been phenomenal,” said Mackenzie.

“The reality is that our Managing Director Fraser Bryce leads a team that works hard, but likes to play hard too and we want to convey both aspects in the videos.”

Mackenzie said the videos might just play a part in breaking down traditional views on car sales staff.

“We are a motor group, but people have a great affinity with their vehicles and there is a human interest story behind every purchase, every decision.

“We are taking the ‘car sales person’ stereotype and in many ways are satirising the public perception of this, but the message is we are always approachable and we will always aim to go the extra mile and get the most appropriate car, and deal, for our customers.”