Car Dealer Magazine: Issue 5 by Blackball Media

Issue Five August 2008 www.cardealermagazine.co.uk

911 Driving the future of the motor trade

New

Porsche PDK: It’s better than an Audi R8

security

Stop thieves from targeting your site

mystery man

Fiat boss reveals he’s secretly visiting dealers

Car dealer ewards Find out how your website could win one of our gongs

TESTED: 207 GTI + NEW SHAPE FOCUS ST Plus! We’ve got THREE Binatone sat nav systems to give away

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start Issue five | August 2008

‘Turn off the electronic safety aids and things get really interesting. At the merest prod of the go pedal the back breaks traction, shredding expensive rubber.’ p31

journalist pitched an idea to me a while back – ‘the car dealers that don’t have a website and how they’re coping’ was the title. What a brilliant feature, I thought, but there was one obvious problem – how on earth would he find them? I mean, what’s the first thing you do when you want to find something? Tap it into Google! And that’s not exactly going to help when you’re trying to find a car dealer without a website. As predicted, the scribe phoned two weeks later saying he couldn’t find one. Not one dealer without a website. Needless to say the feature was canned, but it got me thinking. Dealers that haven’t got a website aren’t going to be around for much longer – with a staggering 82 per cent of buyers now using the web as their first port of call when looking for a new car, if you’re not online, don’t expect to be in business in five years time. It’s as simple as that. This strange thought process brought me on to what Car Dealer could do to show you what makes a really good motor trade website – and

thus the seed for our Ewards was planted. When I decided to publish Car Dealer Magazine I swore I wouldn’t do awards in the usual boring black tie and canapés sense of the word. If Car Dealer was to do them, I groaned, they’d have to be truly different and help dealers better their business. So, in this issue we’re launching our hunt to find the best motor trade showrooms on the worldwide web. The Car Dealer Ewards (see what we did there?) in association with Motors.co.uk is our way of celebrating the very best online. I won’t go into too much detail – the full round-up of what they’re all about and how to enter is on pages 8 and 9 – but what I will say is make sure you enter. All we need is your link and a few words as to why you think your site should win sent to us on email (of course) and that’s it. Simple eh? All the Ewards judges and I are looking forward to checking out your sites! We’re also tackling another vital subject this month – security. I remember when my brother had a used car site and some gits smashed 10 windscreens in one night. It cost him a fortune to sort out and all because some vandals took a shine to his stock. I’m pretty sure you’ve got

some similar horror stories to tell, but with some help from the experts we’ve chatted to you might just be able to prevent it happening again. Find out more on page 39. We’ve got some top cars too – and that’s all down to one man, our new deputy editor Richard Aucock. He’s been instrumental in sorting the road tests out, all of the features as well as updating www.cardealermagazine. co.uk on a daily basis with news stories – make sure you check out his hard work! I’m delighted Richard’s on board and hope you enjoy reading his features in the coming issues. Rich did leave one car to me though – the awesome SL63 AMG. The noise the thunderous powerplant makes at full chat is simply incredible. Read what I thought about the £100k drop-top on page 31. Happy selling…

James Baggott, editor

CarDealer

www.motortra d e - m a i l . c o m

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Our websites collectively enjoy MILLIONS of targeted visitors each month and are Independently recognised as the busiest in their respective sectors. Each website covers a very specific niche and attracts a highly targeted UK audience. As a result the quality & quantity of leads that we deliver to our advertisers is second to none.

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ignition

08 forecourt

Issue five | August 2008

dashboard 06

Feel the force These web wizards can help you

Car Dealer Ewards In association with Motors.co.uk

I’ve GOT Five on it Customer just loves Daihatsu!

Motor Show Preview Meet the stars of British show

Fiat’s mystery man Why UK chief is visiting dealers

Kia dealers axed UK boss gives 22 sites the chop

20 24 25 27

Porsche 911 pdk Peugeot 207 GTi new focus st volvo xc70

features

39 39

How you can protect your site

43 45 47

Dot Com

50 55

motors on video

Site’s new high-tech offering

competition WIN one of THREE sat nav systems!

Cult Cars

Don’t neglect your van sales

Tried & tested That was a good idea column

On the spot Mondial’s Simon Cook quizzed

Driving the awesome SL63 AMG

Security special

Products The latest gadgets for your car

Recruitment section trading places Meet our new baton holder!

used cars

‘Great things were hoped of the 207 GTI. Surely it would, at last, be a return to form? You’d have thought so...’

CarDealer

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agenda

Getting the best out of the web isn’t easy on your own – so why not leave it to the experts? Experts like these whizzkids from G-Forces

FORCE

he internet. Sure, you’ve got that box ticked. You have a website. It’s really slick, too, showing your latest stock list, images of the staff, even an interactive map of where you are. Surely that’s the web well and truly sorted then? Well, no. Just as you wouldn’t sell your cars from a Portakabin with a stock list pinned to the wall, so too should you not skimp on your website. You may think of it as merely a ‘portal’, but if you view your online presence instead as effectively your digital dealership, are you still as happy with it? Particularly as there are some sobering facts out there if you’re not sold on digital – 82 per cent of buyers now use the internet to search for cars, 27 per cent have actually stopped buying magazines and a startling 45 per cent make contact with dealers via e-mail. That’s where G-Forces come in. These guys produce end-to-end online solutions for automotive dealers. And, music to our ears, promise to make the internet profitable. A useful resource and money in the bank – that’s some deal. ‘Our profit comes from dealers making money with our products,’ says G-Forces sales director Jamie Dixon. The product they use to do this is NetDirector Auto, a fully-customisable internet package. Not heard of it? Well, if not, your rivals probably have. It’s currently used by 10 per cent of the UK’s top 200 dealerships, representing makers including Ferrari, Volkswagen and Lexus. It provides you with a bespoke website, through leading-edge technology and focused online marketing. A look at the potential ‘spec list’ is in itself tempting. You can list new and used stock, email customers with branded HTML mails, give them a printable new car sales info sheet, a deal comparison tool and finance calculator, help drive promotions, even link into RSS feeds from your manufacturer. As well as so much more. You can even, via G-Forces’ e-Trade Pro system, set up an e-commerce site. Enabling, say, your parts division to have an online store, all for no contract and low weekly payments. Like all

06 CarDealerIss5.indd 6

G-Forces’ Jamie Dixon, left, and Tim Smith

G-Forces products, a high Google ranking is guaranteed. And, like everything, it’s all controlled by you via an easy to use content management system. But what’s really exciting are some of the G-Forces-specific items. Take the What Car? feed, for example. A deal struck with Haymarket means G-Forces can offer car dealerships a feed to What Car? road tests – just imagine the draw of having such a brand name on your website. Imagine how much longer your customers will stay if they can do all their research on your site. All the time, you’ll be pre-qualifying as many customers as possible, too. Finding out exactly what they want and how serious they are. We all do this in face-to-face discussions, but rarely is it possible to do with such accuracy via the internet. Yet, it is something NetDirector Auto

prioritises. In terms of credence, G-Forces has plenty. ‘We were formed in 1999,’ explains Dixon. ‘This means we understand the internet better than most. Our strength in the auto market is our extensive main dealer customer base – combined with our strict belief in having a clearly packaged list price system. There are no smoke and mirrors with us.’ Oh, and G-Forces aren’t just specialists in automotive. Their portfolio spreads far and wide, meaning they have a massive bank of experience and knowledge to draw upon. Basically, if it’s happening in the digital world, these guys will know about it. And they’ll be able to offer such developments to you. Don’t think G-Forces sells you all these features then simply forgets you, either. You get an account manager, a project manager, monthly

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‘We don’t bamboozle customers, instead we let our results speak for themselves.’ strategy review meetings and, if you sign up for the managed service, a whole 40 hours spent designing, developing and tuning your website. Talk about bespoke! ‘We look at the digital dealership in three ways,’ explains commercial director Tim Smith. ‘The first is the platform – here, our NetDirector Auto software allows us to create a website that reacts to the target audience. ‘The second is a market-wide presence. Under the banner web marketing, we employ an array of techniques to promote our customers’ sites. This is not just the usual search engine optimisation, but a whole array of digital marketing techniques. ‘Then there’s the web management. Reacting to customers and evolving the digital dealership though the whole life cycle. Simply put,

CarDealer

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we don’t lose customers. We keep them by constantly evolving their offer as new ways to get the message across come up. Their website will never be out of date.’ Fear not, though. ‘We don’t bamboozle customers with all this,’ says Dixon. ‘Instead, we let our results speak for themselves.’ G-Forces are the experts in this field, but don’t demand that you are, too. They simply get on with giving you cutting-edge tools to make money. Never before have car buyers been so web savvy. They use the internet to become even more highly informed. As Dixon adds: ‘The web is the most important starting point for consumers. Therefore, dealers really do need to put their best foot forward.’ Perhaps it’s about time you gave them a call – 0845 055 9040. Car Dealer ewards, p8

G-Forces are attracting more and more big-name dealer groups with their packages for car dealers. Sites already live include, from top, The Westover Group, Toomey Motor Group and TW White and Sons

07 3/7/08 23:36:33

Car Dealer Ewards

winner?

Well, here’s your chance to find out as we launch the Car Dealer Ewards sponsored by Motors.co.uk to find the best motor trade sites on the web

he internet can be a bit of a mystery, but if mastered could be the key to taking your business from mediocre to massive success. Once just the domain of geeks, the internet is now an integral part of our everyday lives. Getting your virtual showroom right is now just as important – if not more so – than your real life one. If your customers can’t find their way around it easily or work out where to contact you, it could be as bad as turning your back and ignoring them. Online customers are fickle beasts – if they don’t get what they want within a few clicks they’ll be off shopping somewhere else. You wouldn’t let a prospective client walk out the showroom that easily would you? So, in an attempt to help you make the very most of the web, we’ve launched the Car Dealer Ewards in association with Motors. co.uk. Our aim is simple – to find the very best car dealer websites on the net! We’ll be handing out gongs in four different categories – so first you need to pick which one suits you. They are: n Independent Car Dealer Website of the Year n Franchised Car Dealer Website of the Year n Special Web Achievement Award n Car Manufacturer Website of the Year Once you know which category

best suits you simply send an email to james@blackballmedia.co.uk with the name of the category – ‘Independent’, ‘Franchised’, ‘Special’ or ‘Manufacturer’ will be fine – in the subject bar, your website address and no more than 250 words as to why you think your website should win. We’ll come up with a shortlist of entries which will be put forward to our expert judging panel – see details right – who will vote for their favourites. To ensure things are fair, each judge will have a set allocation of points to award to the shortlisted websites and then the judges’ scores will be totted up to give us our winners. We’ll announce the results in our December issue, which is published in the middle of November. However, in each issue in the run-up to the Ewards we’ll be featuring an entrant at random and we’ll be chatting to them about their site, how it came about and the thinking behind it. Our judges will also offer some of their thoughts on the site too – so the sooner you get an entry in the higher the chance you’ll get a featured slot in the magazine. ‘We hope that by celebrating the very best car dealer websites we can help give all our readers some ideas on how to improve theirs,’ explained Car Dealer editorial director

James Baggott. ‘By finding the very best independent, franchised and manufacturer sites we can show dealers what they can achieve on the internet, give them some ideas for their site and help more dealers boost their business online. ‘No matter how big or small your business is, we want to hear from you – we’ll take everything into account when we judge these, especially when considering the Special Achievement Award. I’d like to thank Motors.co.uk and our other judges for agreeing to take part and look forward to seeing the results.’ So what will you get if you win? Well, while we’re not offering massive prizes we are offering bragging rights! We’ll be visiting the lucky winners with a photographer and presenting them with an Eward and a framed certificate. Winners will also be allowed to display the Car Dealer Eward sponsored by Motors.co.uk winner logo on their sites for the duration of the year. The deadline for entries is OCTOBER 17 but we want as many entries as possible now – remember, the sooner you get your entry in the better the chance of being featured in one of our monthly previews. Good luck! What can Motors.co.uk do for you? p28 Motors.co.uk’s video breakthrough, p34

Now meet the judges Jamie Dixon

Dave Timmis

0845 055 9040, gforces.co.uk ‘Your website should reflect the experience a customer receives from your business, so the care and attention you invest in your showroom(s) should be delivered online. Ultimately your website needs to generate and support sales: it needs to be easy to find, it needs to be focussed on your customers’ requirements, and it needs to be engaging. It is about delivering a personal service and complementing your business methods.’

0161 482 7650, reallygooddomains.co.uk ‘We will be looking for websites that capture enquiries and generate business. Our developers, designers and search engine optimisation experts will be looking for eye-catching, easy-to-navigate, quality websites which are quick to load and simple to use. Clear navigation, cross browser compatibility (including mobile technology) and features like RSS feeds will be very important.’

G-Forces Sales Director

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Really Good Domains MD

Josh Berkovits

Motortrade-Mail MD

020 8800 1118, motortrade-mail.com ‘Our business is totally designed around the internet and helping dealers make that sale online, so we have a good idea of what people like to see in a website. It’s not just about your name – we’ll be looking for ease of use, contact details that are simple to find and other handy features. Sites should look smart, but not flashy – we’ll really be judging winners on the end user’s experience.’

CarDealer

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....sponsored by Motors.co.uk

sponsored by Motors.co.uk

How to enter! 1. Choose the category that best fits your business 2. Write an email with the name of the category you want to enter in the subject title 3. Include your website address 4. Write 250 words explaining why your firm’s site should win 5. Include a contact name and telephone number 6. Get your entry to us by October 17 7. Cross your fingers!

ewards headline sponsor and judge...

helen rapp

Motors product manager 0845 265 5502, motors.co.uk

‘At Motors.co.uk we’ll be looking at your website from a used car buyer’s perspective. Therefore the things we think are important are ease of use of the search, quality of stock and quality of response. We’re interested in how the stock is described and presented (specification, quality of photography, number of images and videos) and in terms of response how many ways can a customer contact you and how quickly and well do you respond? Finally, we’ll be looking for a website which stands out from the crowd and will stick in the minds of its audience.’

Daniel Burgess

hPI automotive director

0845 300 8928, hpi.co.uk ‘Priding ourselves on our successful online stock publishing system, we know the power the internet holds in building brand recognition and increasing sales. We will be looking for a rounded online offering to the consumer which not only delivers a valuable service, but true peace of mind. Your website will ultimately be your virtual showroom for your stock, but it should also mirror your business culture and customer experience.’

CarDealer

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James tew

James Baggott CarDealer.

0870 443 0888, codeweavers.net ‘I won’t just be looking at your website – I’m interested in “outside” it, too. I’ll be seeing how easy it is to find, by running a Google search for it! Think about the bloke walking past a dealership one night with his wife. All he’ll remember is the garage name… and how will he find that car he’d convinced her was worth a look? By Googling the dealer name. If your search engine optimisation isn’t up to scratch, people won’t find your site.’

‘I don’t profess to be an expert on the web, which in some weird way qualifies me to be a judge. I’m babbling, so let me explain. I’m really going to be looking at sites from a consumer’s point of view. I’ll be looking to see if they’re easy to use, and assessing them like your clients would. Plus, being the editor, I get the final say in the event of a tie!’

codeweavers MD

car Dealer editor

If you think you should be on the judging panel, call Car Dealer on 023 9252 2434

09 3/7/08 23:36:39

dashboard Aston Martin could float in three years

ASTON Martin is set to be floated on the London Stock Exchange in what is being viewed as one of the most soughtafter offerings ever seen. It has been reported that the listing could value the business at around £500m. Aston Martin chairman David Richards says the company will go public in three years’ time to help fund the next round of its expansion.

Buy a car, get a gun free at dealership YOU might give away a free service or a set of mats to buyers – but a gun? It sounds like madness, but that’s exactly what one dealer in America is doing! Max Motors in Butler, Missouri, says sales have quadrupled since the start of the special offer. Customers can choose between a gun or a $250 petrol card, but most so far have chosen the gun! ‘We’re just glad to live in a free country,’ said owner Mark Muller.

For daily news updates, editor’s blog and an all-new job search engine visit cardealermagazine.co.uk

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I’ll take five...

Central Motors Chard’s joy as customer picks brand’s cars a staggering five times in two years

WE all like a bit of repeat business – customers buying from you again is a great sign you’re doing something right. So, what on earth are Central Motors Chard doing that’s so good? The dealer has one of the most loyal Daihatsu buyers around – he’s bought five new cars from the showroom in just two-and-a-half years! John MacKay was looking to replace his wife’s car with something a little sportier and the couple were bowled over by the diminutive delights of the Copen Vivid and placed an order with Chris Renfree, sales manager at Central Motors. Mr MacKay said: ‘When we came to pick up the Copen, we saw the all-new Sirion in the showroom for the first time. I made the decision that day to buy one, and took delivery of

my 1.3 S the month after.’ Just 18 months later he decided that with their increased family commitments, reluctantly it was time to change the Copen. Mrs MacKay began using the Sirion and her husband bought a new Terios. In April 07, she took delivery of a new Sirion of her own. In March 2008, following his retirement from the army, he purchased his latest model, the funky Materia, which he uses to commute to his caravan on many a leisurely weekend. Mr MacKay added: ‘I wouldn’t buy anything else.’ Which is great news for Central Motors…

Error in results for MOT test stations

Dagenham splashes out

THOUSANDS of MOT Testing stations subject to a recent government appraisal have been sent the wrong results. The Vehicle and Operator Services Agency has recently completed a baseline risk assessment for all 19,000 UK Vehicle Testing Stations (VTS), but a problem has arisen. ‘Any VTS receiving a letter dated May 28 with reference numbers IB/C661, IB/ C662 or IB/C663, should ignore and destroy it,’ said an RMIF spokesman.

Dagenham Motors has splashed out £1.2m on a new site in south east London. The outlet, which will open in August, will create 32 new jobs. It boasts a fivecar showroom, eight-bay workshop and a first floor used vehicle display area. MD Bob Grant said: ‘This is a key milestone development for us, as it’s the first Dagenham Motors site in south east London within the M25.’

Tel: 0845 257 8105 Fax: 0845 257 8106

www.flagpoleexpress.co.uk Email: sales@flagpoleexpress.co.uk

CarDealer

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22/4/08 11:11:37 3/7/08 23:36:51

dashboard

Burgess Just checking Online buyers increasingly worried about fraud

ou’d have to be living under a rock not to notice the rise in consumers choosing to shop online for everything from music to holidays – even cars are being bought from virtual showrooms. However, HPI’s latest survey on online car buying habits reveals that nearly 70 per cent of used car buyers believe they are more vulnerable to buying risks when shopping online. In addition, 60 per cent of respondents fear fraud the most. Dealers need to ensure they advertise their HPI Check credentials to provide much-needed reassurance to used car buyers. Choice and convenience are the main benefits of ‘Two out of three buying a car online for 71 per cent and 62 per cent people believe of respondents. Although that not being only 48 per cent of those able to see surveyed would be more likely to carry out a basic before they buy check when buying online, is a downfall of nearly all recognised the value of an HPI Check. buying a car on Some 98 per cent said the internet.’ the online HPI Check offered them the ultimate peace of mind, making it essential that dealers use the HPI brand at point of sale on vehicles, as well as online. Two out of three people believe not being able to see before they buy is a downfall of buying a car online. However, 45 per cent of those surveyed said they would be prepared to travel more than 100 miles for the car they wanted, having done all the necessary online checks to ensure it was worth the journey. The power of the HPI brand, combined with online retail opportunities, means dealers can attract buyers from far and wide. With nearly 100 per cent of respondents recognising the importance of an HPI Check, it is clear dealers can use the brand to add value to their stock and help them close that essential sale. The HPI Check is a sign of quality and assurance, making it an essential tool for dealers.

Who is Daniel Burgess? Daniel is automotive director of HPI. Find out more about HPI‘s services by logging on to www.hpi.co.uk or call 01722 422 422

Motor show is go!

New Focus RS and Vauxhall’s Insignia to star at British Motor Show along with clutch of eco-friendly models

This year’s British International Motor Show is almost upon us. Around half a million people are expected to visit the event, held at London’s ExCeL from July 23 to August 3. More than 60 marques and 600 new cars are expected, with many high-profile unveilings building upon the 13 premieres of the 2006 event. Show organisers are holding on until the day of the show to announce them all – people are still signing up, even now – but the list of world-firsts currently stands at 20. And they include some very exciting new metal indeed. Grabbing the headlines will be Vauxhall’s Insignia. The Vectra replacement really will make its full world debut at the show, with Vauxhall aiming for it to be a stylish challenger to the Ford Mondeo. Ford will pull the covers off the Focus RS – pictured above testing at the Nurburgring – a 280bhp super-hatch that has a limitedslip front diff and no-nonsense bodywork very much in the vein of the original Focus RS. There will be no missing this bruiser. Alongside it, debuting in the UK, will be the all-new Fiesta. Here, a sub-100g/km

ECOnetic version will be unveiled, to take on the VW Polo Bluemotion and SEAT Ibiza Ecomotive. Lotus shows its first all-new car since the Elise. Even the name won’t be known until the show! But ‘Project Eagle’ will be a midengined 2+2 sports car, with construction even more advanced than the hightech all-aluminium Elise. The SEAT Ibiza SportCoupe is the Spanish company’s new three-door supermini, taking on a sportier stance than the recently-launched five-door. London will be the first show to see the production version. There are also facelifts and model additions galore, too – including the 2008 Land Rover Discovery, 200mph Bentley Continental Flying Spur Speed, and Nissan’s new seven-seat version of the Qashqai, cunningly called Qashqai +2. Concepts will be in force too, including Toyota’s bonkers 200bhp Aygo Crazy. Prices for all that little lot start at £10 for adults, £6 for kids, and more info can be found (including advice on how best to get there!) at www.britishmotorshow.co.uk. Next month: Full Motor Show review

GM ponders Hummer sale as fuel prices rocket GENERAL Motors may sell off its gasguzzling Hummer brand as motorists opt for fuel-sipping models in the wake of rising petrol and diesel prices. The company has also announced that it will close four truck plants in the US and Mexico and launch the electric Chevrolet Volt car within two years. GM’s chief executive said the manufacturer would cut total production by 500,000 cars – from 4.2m to 3.7m a year – because rising oil prices had triggered a structural shift that

had drawn the American population away from buying large vehicles. Part of GM’s efficiency drive is a strategic review of its Hummer brand that could include either a partial or complete sale.

.EX

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3/7/08 23:37:02

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Fiat boss mystery shops his dealers! If you’re a Fiat dealer, you need to memorise this face. he’s the uK boss and could be secretly visiting your site soon GUESS who! If you don’t know what the boss of Fiat looks like and you work at one of the Italian marque’s dealerships, take a good look at this picture – he could be mystery shopping you soon. Andrew Humberstone, the UK managing director, has revealed he is currently visiting every single one of his outlets in the UK and sometimes even takes along a secret weapon – his wife! He started in the north and Scotland and is gradually working his way south and plans to have the job done by the end of the year. So far he’s covered half of the brand’s 160 showrooms. ‘I usually know within just a short while what the dealer is all about,’ he exclusively told Car Dealer. ‘We have made big changes to the entire product range and I believe it is imperative that we get right the dealer representation too. It is so important in the current market.’ That means there could be a number of dealers for the chop – with as many as 20 per cent facing the axe. ‘I am studying the Fiat brand representation hard but fair,’ explained Humberstone. ‘Sometimes I am deeply disappointed, sometimes I can save the site by lots of communication and working behind the scenes together but, always, the onus is on ensuring excellence.

Tew Net gains Time to get your house in order if you want an Eward!

H ‘We owe it to the customer to get things right and, to this end, we have a fiveyear manufacturer warranty, 48-hour test drive facility and a 30-day return option if they’re not happy with the car. We are leading from the front and have service and satisfaction very much in our sights.’ Humberstone has worked at executive levels for Ferrari, Maserati as well as Volkswagen and Mercedes-Benz. The likeable, and very outspoken, South African also has considerable knowledge of the Chinese market. His two children are learning Chinese and his French wife ensures English is not the only spoken tongue. ‘The Chinese influence will get bigger and bigger and we must be up for this rapidly emerging market force,’ he added. ‘It is all very exciting.’ RICHARD GIBBON

Prices revealed for all-new Scriocco PRICeS for one of the coolest-looking VWs to arrive on our shores in decades have been announced. The reborn Scirocco, which goes on sale on September 1, will start at £20,940 for the 2.0-litre TSI 200 GT. Order books opened on June 20 and dealers have already reported interest in the new model. It’s not hard to see why. It looks stunning and is pretty swift too – 0-60mph takes seven seconds and it’ll hit 146mph. The economy figures are impressive too; it averages 37.2mpg, which is better than the Golf GTI that donates the powertrain, while the CO2 figure is a decent 179g/km. In early 2009, the

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2.0-litre will be joined by the 1.4 TSI 160, shortly followed by the 2.0 TDI 140 that will do 52mpg. Volkswagen reckons it will sell 3,350 Sciroccos in the UK this year, rising to 9,000 in 2009, the first full year with a full line-up of models.

as your interest been roused by the Ewards? Thinking about entering? Well, now’s the time to start getting your house in order. You need to start thinking now about just what needs doing, if you want to really impress us judges. But where to start? Well, a good place to begin is to consider how clear and simple your site navigation is. This may seem pretty obvious, but it often isn’t – remember, it has to concur with your customers’ needs, too, not just your own. Consider how much experience they have of using websites; it’s possible some may be far less savvy than others. Video is another rapidly ‘People only developing technology, a new and emerging aspect want to see you on the internet. Are you incorporating it? If so, how? when they’re committed to This brings us on to another key aspect: how buying – a good much info you’re giving website is key customers. Nowadays, to this.’ people expect to do all their research on the internet, not in the dealer showroom. You therefore need to be putting across as much information as possible, while always remembering the need for it to be easy to navigate. Web 2.0 is the new buzzword in the industry. What is this? Well, there are all sorts of acronyms surrounding it but, basically, it’s a more modern look and feel. For the customer, it relates to how the page loads, how well the tools are integrated, how the pop-ups work, how the images look. Then there’s how you’re measuring the results. Basically, I’ll be looking at the entire process, the whole shooting match. How you found the customers, what they were able to do on the site, and what their experience was at the end. Was it good, or a pile of crap? You can’t get away with just showing me a ﬂash-looking website, because I’ll soon see beyond it! Of course, that’s not to say you can’t impress me with something unique... People don’t want to do the mundane jobs with you that they can do themselves online. They want to only see you when they’re committed to buying. A good website is key to this. With the Ewards, I plan to help find the best in the country!

Who is James Tew? James Tew is managing director of Codeweavers. Learn more about how he can help you at www.codeweavers.net or call 0870 443 0888.

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Henstock Auction stations Should it be buy, or bye bye for large off-roaders?

t a time when prices are under pressure in the used market, surely the 4x4 sector is feeling the pinch more than most? These big gas guzzlers, as they are so often called, have been under attack from a number of quarters in the past 12 months, with Vehicle Excise Duty increasing, plus dual effects of the credit crunch and rising fuel costs. In an entirely unrepresentative survey, I polled the views of a number of customers during my travels in recent weeks. A buyer for a south east-based family dealership admitted their current stock levels of larger 4x4s were in twos and threes, rather than 10s or 20s that they might have held in recent years. Demand simply was not there at a retail level. A remarketing manager ‘The reason for for a sizeable ﬂeet company suggested price really static prices is was the key in the current market, adding that proper, simple – the used market for well-specified vehicles at sensible mileages were still larger 4x4s is making good values. He driven by need, believed it was critical to not fashion.’ be seen as a ‘seller’ in the current market, rather than bid after bid going to the provisional office. Meanwhile a private buyer in the Midlands was moving into the bigger 4x4 sector for the first time because he had just brought a caravan. It was his third attempt to buy, having been outbid on two previous visits. His view also suggested there was lots of interest. Looking at our own price data would back that view up as – perhaps surprisingly – values in this sector seem to be holding up well. Concentrating on the bigger 4x4s such as Discovery, Range Rover, BMW X5 and Grand Cherokee, prices were firm in January, averaging around £10,750 but declined in February – possibly linked to crude oil reaching $100 a barrel and general concerns over fuel prices. Average values remained relatively static in March before rising to a highpoint of £11,250 in May. The reason for this is simple – the used market for larger 4x4s is not driven so much by fashion as by need. That said, if you are coming to market with bigger 4x4s, remember they are going to be increasingly price sensitive. So what’s my advice? Set reserves to sell rather than to test the buyers’ resolve!

Who is Simon Henstock? Simon is UK network operations director for BCA. Find out more at www.bca-europe.com or call 0845 600 6644.

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PM backs Nissan

sunderland plant gets Gordon Brown’s support as cash paves the way for all-new compact model production

NISSAN’S Sunderland plant has been given a multi-million pound cash boost from the government. The handout safeguards hundreds of jobs and paves the way for production of an all-new model. The car manufacturer has revealed it will start production of a new compact car at the factory in 2010, when manufacturing of the current Micra ends. Business Secretary John Hutton announced the government would support the project with a contribution of £6.2m, with the whole investment in the UK totalling more than £55m. The new deal was unveiled by Prime Minister Gordon Brown. He said: ‘Nissan is a global manufacturer with strong roots in

Dealer bosses are prime targets for ID fraudsters IF you’re the boss of a dealership with more than 50 employees, watch out! Research shows you’re five-and-a-half times more likely to become victim of identity fraud than the average UK resident. Compared to the national average, directors of smaller companies are almost twoand-a-half times more likely to become identity fraud victims. Experian’s most insightful analysis to date into the growing number of ID fraud victims has revealed that company directors are increasingly becoming prime targets. Kirk Fletcher, managing director of Experian’s Automotive division, said: ‘Directors at dealer groups are just as likely to be targeted as are directors of any other business.’

Britain and I’m pleased to welcome Nissan’s new investment in the UK. Sunderland’s success shows what an innovative, talented and highly committed workforce can achieve, and reaffirms the UK’s position as a strong player in the global car industry.’ The decision to build a new small SUV at the factory builds on the success of the Qashqai, which is already being produced on Wearside. Nissan CEO Carlos Ghosn added: ‘By delivering on tough commitments, our employees at Sunderland have demonstrated our plant can be a globally competitive centre for the production of high-value products.’

lexus Bradford’s rugby star LEXUS Bradford has signed a deal with rugby star Sam Burgess. The Bradford Bulls and Great Britain International has been described as a teenage sensation and becomes the outlet’s first personal sporting sponsorship. Aside from the obvious draw, it was a no-brainer for centre manager Paul Fagan. ‘We wanted a sponsorship which would send a clear message about our commitment to the local community. He’s a Yorkshire lad who is already making the world of rugby sit up and take notice,’ explained Fagan.

CarDealer

3/7/08 23:37:09

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Telephone: 020 8800 1118 3/7/08 23:37:10

dashboard exchange & Mart do deal with MInI

MINIS will now be sold on Exchange & Mart as the maker signs up with the well-known sales avenue. All 145 MINI sites in the UK can now use Exchange & Mart as an approved sales platform. The deal follows a similar one forged with BMW Used Approved last year – and dealers are quickly taking advantage, with around 600 cars advertised to date. MINI’s Suzie Hewitt said: ‘The site offers our dealers a highly flexible package.’

Bidders snap up new-shape Focus

IT might seem like it’s only just arrived on the roads, but BCA Nottingham is the first to launch the new-shape model into the used sector. Eight new Focus models were sold in a sale that featured 140 cars from Ford. Bidding by more than 100 dealers for the new-shape Focus – launched in January – was reported to be strong, with online bidders securing two cars.

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22 Kia dealers get the chop... But uK boss tells car Dealer exciting cars like this Kia Kue concept are attracting more new dealers to the brand than ever before

KIA’S managing director has revealed dealers from a host of mainstream manufacturers are interested in taking on a franchise from the Korean firm. Paul Philpott said so far he had received interest from current Peugeot, Citroen, Ford, Vauxhall, Renault and Mazda outlets. And the Kia boss has revealed he has axed 22 dealers in recent months and more could follow. ‘We are filling open points on a very pro-active scale,’ he told Car Dealer. ‘We now have seven outlets within the M25 which is a sure sign of the times in terms of growth. ‘We have terminated 22 dealerships in our quest for genuine growth and half a dozen more may still go. The fact that Ford dealers are approaching us is very encouraging. We now have Hendy on board plus Arnold Clark in four venues including Aberdeen, Lookers in Belfast, Stockport and Macclesfield as well as Pendragon repre-

senting no less than eight sites.’ Philpott said Kia now boasts 140 outlets across the UK, but he’s aiming to hit a total of 170 soon. ‘Interest in our brand is very positive and we are getting a lot of applications from other franchises,’ added the Kia chief, who believes by 2010 his brand will be responsible for 50,000 new cars a year in the UK – compared to 30,000 in 2007. This growth has a lot to do with improved image, believes Philpott. ‘We

Get online and sign up to code now! DEALERS need to get on the t’internet if they want to sign up to the new Motor Industry Code of Practice for service and repair. Clicking on service. motorindustrycodes.co.uk will take you to an online process, which is set to be launched to consumers in August. This early heads-up allows plenty of time to prepare, by describing the process and allowing instant subscription. More than 5,500 garages have

already said they’d do so since the Office of Fair Trading launched the code to the trade last month. Many more are expected to follow, now the system is live. ‘By logging on and subscribing now, individual garages will benefit by having time to familiarise themselves fully with the code workings and also add to the considerable support of this initiative,’ said Chris Mason, Motor Codes director.

are now much more about dynamics, style, sporting pedigree, excellent build and lots of standard equipment,’ he said. ‘We are aiming for the UK to soon become the number one market in Europe for Kia ahead of Germany and Spain. The key to it all is that we are really getting recognition. We are one big happy family and that includes our customers very much. Dealer representation will get stronger and better in line with our growth.’ RICHARD GIBBON

Ford completes sale FORD has completed the sale of Jaguar and Land Rover to Indian firm Tata in a deal valued at £1.7bn. The negotiations started last June and the deal was announced in March – but it’s taken the two firms time to hammer out the details. These include Ford paying £600m into the pension fund for the two British brands and an agreement on the dealer finance side which will see credit supplied for a further 12 months. Ford is selling the firms to try to boost overall performance. Land Rover is profitable, but Ford has never made money from Jaguar.

CarDealer

3/7/08 23:37:20

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3/7/08 23:37:27

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S D ame

ifference?

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CarDealer

3/7/08 23:37:32

Ok, so this 911 might not look different, but Porsche’s new DSG-style gearbox is big news. So big, we now rate the 911 over Audi’s R8. Really. Words: Peter Burgess

o, this is the ‘new’ 911 then, eh? Doesn’t look very new does it? Well, squint a bit harder. You may spot the fog lamps have disappeared at the front, replaced by LED driving lamps. Oh, and aren’t the air intakes bigger? Those rear lights, they’re new too, aren’t they? Those wheels and some of the colours don’t look very familiar, either. But the rest of it does. Very familiar. This is, in Porsche-speak, just another ‘997’, right? Ah, don’t be fooled. This is ‘Zee Germans’ we’re talking about. Not only is there no such thing as just a 911, there is also no stopping the engineers from tinkering. No,

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the 2008 model year 911 Carrera and Carrera S (either Coupe or Cabriolet) don’t look much different from last year’s. That’s how Porsche evolution works – it’s why the 911 is the familiar icon it always has been. But, beneath the surface, Porsche has introduced some of the most significant changes since the 911 went air-cooled back in 1996. Such as? Try an entirely new engine with direct fuel injection, a new double-clutch DSG-style gearbox, tax-beating CO2 emissions and, of course, a thorough makeover of the chassis. This is comprehensive stuff, for sure. The 3.6-litre engine in the Carrera produces 345bhp, up 20bhp. The Carrera S though, has a 3.8-litre unit. Both are brand new. Simpler, lighter and flatter, which helps the handling, the main draw of them is the >direct

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forecourt Porsche Carrera S Price: £70,360 Engine: 3.8-litre, flat six Power: 385bhp, 417Nm 0-60mph: 4.7s Max: 187mph Ins: Group 20

injection. This helps improve economy, up 14 per cent, meaning we now have – can you believe? – a 29mpg 911. It’s also there to reduce CO2 emissions, a concern even for sportscar makers. The base Carrera actually falls into the sub-225g/km bracket, making it the greenest sportscar in the world! As for power, the extra 30bhp of the Carrera S we drove, taking it to 385bhp, makes it even more blinding. Smoother and faster to respond, the 911 is now even faster. More like a rocketship than a car; don’t sneer at even ‘base’ 911s, because they’re in a different league compared with almost any other car. Particularly as releasing the power is now so easy. You see Porsche has made optional a seven-speed (yes, seven speed!) VW DSG-style gearbox, called PDK. That means something very long in German (oh, if you must: Porsche Doppelkupplungsgetriebe), and it works blindingly well in practice. The usual Tiptronic-style buttons remain, rather than paddles, but shifts are next to flawless – and, in Sport and Sport Plus settings, amazingly rapid. Choose the optional Sports Chrono Plus pack and you even get launch control. Coupled with the car’s famed rear-drive traction, traffic lights are going to become very interesting places. And if it’s not manly enough for you, consider this: not only are they more economical, PDK cars are also faster than standard manuals. The PDK lever is a rare stand-out in an interior that’s very similar to before. Don’t look for Aston Martin-style here, as it’s all sensible,

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‘It’s a cracking drive and one we’d argue betters that of the Audi R8 and Aston Martin Vantage. Brave words we know, but ones we stand by.’ sober quality. Black leather suits the businesslike environment, showing off the trademark well-stocked elongated dial pack to its best. A classy steering wheel is placed inch-perfect, too, and there is bags of space for adults in the front, even if the rear seats offer bagspace only. A choice of five different front seat types include standard, comfort, sports, adaptive sport or sports bucket; just another example of how bespoke the 911 can be. And the options list is almost a brochure in itself – it’s as long as wallets are deep. Jibes about the engine being in the wrong place, hanging out behind the axle, just don’t hold water when you drive the 911. Driving experiences are rarely bettered. Tactile steering directs the responsive chassis accurately through corners, with instant response and well-sorted feel that really is the stuff of dreams. Even Audi’s R8 isn’t this good. All the time, it’s chattering away, the nose bobbling in that highly satisfying way, rear end sitting down under power as it prepares to fling you up the road – noise trailing behind, unable to catch up. It’s so incredibly rewarding because it flatters you without leaving you out of the action – you’re a com-

plete part of it, even though it’s the hugely talented car that’s doing the real hard work. You can make it even better still with Porsche active suspension, PASM. It might sound like a medical condition, but comes standard on the Carrera S and is a must-have option on standard cars. There is also sports suspension, which sits 20mm lower than standard. The new engine punches you out of corners with real vengeance, boasting both shed loads of torque at low revs and thrilling high-rev bite in the upper reaches. No, the noise isn’t quite as pure as before, but even that’s easily sorted with one of Porsche’s famed sports exhausts. The sort of systems you can’t quite believe have made it past the legislators, so voluminous are they. The new 911 is a cracking drive, and one we’d argue betters that of the incredible Audi R8 or even the Aston Martin Vantage – brave words we know, but ones that we stand by. The new 911’s that good. Of course, whether that’s enough to lure customers tempted by stand-out looks is another matter, but one thing’s for sure, the latest 911 is a blinder. Even if, at first glance, you wouldn’t believe it has changed at all.

CarDealer

3/7/08 23:37:37

COS0

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3/7/08 23:37:37 3/28/08 12:24:31 PM

forecourt

W uccesor? S orthy

207 GTI £15,495

eugeot has, in one sense, suffered in recent years. As the hot hatch sector has exploded, the world has hyped all these ‘successors to the legendary 205 GTI’ with mouth-frothing excitement, yet not one of them has cut the mustard. The 206 GTI was nothing of the sort, not even the curiously unsatisfying GTI 180, leaving the lion wringing its hands (paws?) as the RenaultSport Clio 172/182/197, MINI Cooper S and Vauxhall Corsa VXR cleaned up. Great things were therefore hoped from the 207 GTI. Surely it would, at last, be a return to form? You’d have thought so. So, how odd that Peugeot should raise suspicions before a wheel is even turned. The Clio punches out nearly 200bhp. This GTI 207? 175bhp. Renault fits bespoke panels to the Clio, leaving you in no doubt as to its meaty status. The 207 demands a rushed-through UK aftermarket styling kit to ensure you even notice it isn’t a 1.6 HDi GT (Plus this Octane Pack is £1,000 more, too). Can they really be so shamed by the heights they reached two decades ago? And low and behold, it continues when you get inside. Special detailing is sparse. The gearbox is baggy, and lacks six speeds (unforgivable). The brakes are light and ridiculously grabby. The ride is alarmingly jittery and irritable around town, where rivals seem to have more compliance without losing the sportiness. It’s a Peugeot GTI reincarnate. Only, the 206, not the late great 205. At least it feels lively, despite the power deficit. The 1.6-litre turbocharged engine is actually shared with the Cooper S, and is a free-revving peach. Bags of low-down torque is continued to the red-line, and it has an energetic feel that

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It’s not hard to be better than the 206 GTI, but can the 207 live up to the legendary 205? Nearly, but not quite

combines the vim of the 205 GTI 1.6 with the muscle of the 1.9 GTI of the same era. That’s more like it. And, throwing it down a twisty road like a loadsamoney hooligan, the old Peugeot magic starts to emerge. This is where Peugeot’s expertise gradually wins you over. Damping, for starters, is spot-on, keeping the body tightly under control yet remaining wonderfully supple over nasty undulations. You are jittered, yes, but the ‘breathability’ of the chassis shows greater depth than you first suspect. The steering is also decently weighted, and the 207 turns in energetically to corners. What’s more, unlike with the peaky Clio, you have lots of muscle to drag yourself through and out of them. All this makes for a surpris-

ingly rapid B-road car. Heck, despite its power deficit, it still has a 0-60mph time of 7.1secs, which is only 0.2secs behind the Renault. Base price is £15,495, but that Octane Pack (which also includes climate and cruise control) really should be standard. Economy, however, is better than all rivals except the MINI, with 39.2mpg on the combined cycle. It’s even rated a far-from-bonkers Group 15 for insurance. It isn’t a 205 GTI replacement, because it doesn’t excite in the same way. The Clio, MINI and VXR are all far more ‘wow’ than this. But, scratch beneath the surface and the 207 GTI can still satisfy the driver in the same way. The sophisticated GTI? Well, we all have to grow up some time. RICHARD AUCOCK

CarDealer

3/7/08 23:37:44

till remendous

he Peugeot may be a reincarnation of a blast from the past, but what about the car that virtually defined 80s hot-hatchdom? Yes, the Escort XR3i. Luckily the Ford that follows its ancestor’s bloodline is a far more well-rounded machine than the original fast skateboard. The Focus ST has been treated to a facelift for 2008, gaining the nearly-all-new body restyle of other Focus models, plus an interior makeover that improves perceived quality. They haven’t messed with the fantastic highbacked Recaros, though. They are still a bit high, but clamp you firmly in front of a well-packed, better-quality dash still featuring, joy, a brace of extra dials. The most significant of which is the turbo boost dial. It monitors a 2.5-litre capable of 150mph and 60mph in 6.8secs, which remains a delight. Yes, it’s thirsty, but 225bhp, five-cylinders, a turbo and a ‘symposer’ to filter through the delicious Audi Quattro-like burble into the cabin help you forgive a lot. There’s a mass of torque, at low revs, while performance is both considerable and very refined. There’s little of the Astra VXR’s rush, for example, or its torque steer.

Ford has even improved the six-speed gearbox for 2008, making the shift even easier. But if it all sounds a bit too refined for you, take to the wheel. All Focus’ have brilliant handling, but what the ST does is enhance this, taking it to an even higher plane. Finesse is in abundance, there’s no stodge or stuffiness, while the steering is pure and unflustered. The ST takes all the approximation out of driving, delighting you with beautiful balance and the sort of compliance that has no trouble with a British B-road. It takes time for you to appreciate the Peugeot’s damping quality, but with the Ford it’s clear it has just as much ability, but doesn’t hide it behind a stiff initial ride. It’s taut, but

not harsh. Even being a hooligan won’t faze it (particularly now ESP is standard on all). Large cars with heavy engines up front can get distressed if you really muscle them, but not the ST – capable, incidentally, of an 8min 35sec lap time around the Nurburgring. That’s fast. Indeed, our only grumble was a slightly soft set of brakes when worked hard. Oh, and the need to keep refuelling it… regularly, during a fuel crisis! We like the Focus ST. It’s measured, but very effective, and extremely satisfying. From £18,250 almost looks a bargain, too, despite its thirst. Praise be, the hot-hatch Ford remains a force to be reckoned with. RICHARD AUCOCK

New Focus ST £18,250

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3/7/08 23:37:55

cult cars forecourt

purposes

Volvo XC70 £31,000

here are people out there who actually need an SUV. Yet who, dammit, don’t actually want to drive one. Ah, the irony of those who can justify it while not actually lusting for one… For them, though, there is a solution. The Audi Allroad and its arch-rival, the Volvo XC70. To call them jacked-up estate cars is unfair, to the A6-derived Audi in particular. But the Volvo is also pretty well removed from AWD versions of the V70, both in looks and, surprisingly, drive. In the metal it is a pretty cool bit of it. You notice the higher ride height, but the stance is still squat, appealing, and enhanced by chunky lower body plastics detailed by smart chrome-effect features. The impression of height continues as you step into the lush cabin and plump down on great high-set seats. Volvo has really come on leaps and bounds here. Thing is, the extra confidence this loftier stance gives you, coupled with the inherent ‘drive-through-anything-ability’ all Volvos

Volvo’s jacked-up XC70 might look cool, but is its off-road potential going to tempt buyers? possess, means we wouldn’t be surprised if this car redefines ‘all-terrain’. As in, ploughing safely through all sorts of obstacles – as perfectly illustrated above – rather than merely over them. At speed, the test car’s Active Four-C suspension with continuously-adjusted electronic shockers, coupled with low noise levels and the Premiership footballer couch level of comfort from the decadent front seats, means long distances are an absolute pleasure. Only some grittiness from the diesel intrudes, betraying the fact it’s getting on a bit now. By then, though, you’ll already have clocked that fact. Five cylinders it may be, but the 185bhp unit is certainly a throbby old thing that likes to announce its presence. The sound isn’t objectionable – there’s just a bit too much of it. It also lacks the sheer go of newer, sweeter V6 rivals, and economy is no great shakes, either.

This doesn’t affect refinement at speed, though. This is one very hushed car, with little road noise and great insulation from the road. Through the bends, you have several options thanks to the computer-controlled suspension. We much preferred the extra response of ‘Advanced’ to the light steering, reckoning it worth some grittiness in the ride. Prices don’t look bad when you consider the competition. £31k is less than the Allroad, around a quarter less than the cheapest X5, though the tested £33k SE Sport does cost more than a Freelander HSE. And a seven-seat Disco 3 GS is less than both. Thing is, buyers won’t notice. They’re not looking at SUVs. They’re after a car with true all-road ability. Does this make the XC70 possibly the ultimate blend of Volvo sense, confidence in all conditions, comfort and understatedness? Quite possibly. We liked it. RICHARD AUCOCK

NeXt moNth

Going green>> It seems every day a manufacturer is launching yet another ‘green’ model, but what steps can dealers take to be seen to be green? next month car dealer shows you how to turn your site into a planet-hugging workplace If you’d like to highlight your eco-friendly products to Car Dealer readers call us now on (023) 9252 2434

CarDealer

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motors.co.uk

Rapp Motors.co.uk videos Do video advertisements make selling cars easier?

ith money getting tight and fuel costs rocketing, there has never been a more important time for dealers to ensure they have their stock as visible as possible on advertising portals with good images and spec. Good quality photographs and words are all well and good, but now a video service is also being offered by Motors.co.uk – that’s the nearest a customer can come to driving a vehicle without getting in it. Having selected specific vehicles and ‘Customers viewed them via the have already video link, prospective buyers are far more seen the car likely to close deals quickly when they visit they want. the showroom. When they go Motors.co.uk’s to the showphotography and video experts, Autoexposure room they offer various different are serious packages of video for buyers.’ dealers. Video footage is taken of the cars and then a voice-over is added, complete with details taken from market industry experts CAP. This is then uploaded to Motors.co.uk. Motors.co.uk has so far had a great response from dealers who have signed up to this new service. Helen Rapp, product manager of Motors. co.uk, said: ‘Our new video product has been well received by dealers. ‘With video adverts customers have already seen the car they want to test drive or buy before they visit the dealer, so when they go to the showroom they are serious buyers. ‘This makes it easy for the sales team to convert an enquiry into a sale.’

Who is Helen Rapp? Helen is UK product manager for Motors.co.uk. For details of the new video service you can call 0845 265 5502

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Advertisement feature

Big blue Motors on 4.9m buyers are looking for vehicles online – can UK dealers afford NOT to join Motors.co.uk?

otors.co.uk is ramping up its commitment to helping the UK’s car dealers sell more vehicles with a smart new advertising campaign featuring a 10-foot high blue steering wheel. The eye-catching campaign, which is rolling out across the country during the summer, goes under the banner: ‘You take the wheel’. It’s the result of extensive consumer market research learning what customers really look for when they are buying a car and what their likes and dislikes are when purchasing a car. Katie Armitage, marketing manager at Motors.co.uk (pictured right) said: ‘Our new campaign underlines the Motors.co.uk guiding principle of giving the car buyer reassurance and empowering them with the information and advice they need to get a great deal, under the theme “You Take The Wheel”. ‘It further underpins the important security features, such as free history checks, that we offer at Motors.co.uk.’ The campaign’s timing is perfect with an estimated 4.9m car buyers turning to the worldwide web to find their next vehicle and those dealers who don’t take advantage of the opportunities the internet offers will soon find themselves losing business. Today, the internet plays such an important role for customers searching for a new car. The average car buyer looks at more than six websites as part of their search process before buying a vehicle. Go-ahead sites such as Motors.co.uk are in the driving seat of this buying revolution. With so many buyers using the internet to find their next car, it’s vitally important dealers have their stock displayed with good photographs and on advertising websites such as Motors.co.uk to ensure their vehicles are visible to all those people

‘It further underpins the important security features, such as free history checks, that we offer at Motors.co.uk.’ searching online. In just one year, Motors. co.uk has seen a meteoric rise in its fortunes, so much so that network traffic is now ranked among the top three car portals with Auto Trader and eBay Motors, with the number of visitors to Motors.co.uk increasing every month. The site’s unique search function enables buyers to refine their search spanning make, model, colour and transmission, which means leads are filtered to ensure they are totally relevant to the cars a dealer has in stock. Motors.co.uk offers free history checks to purchasers, checking if vehicles have been previously scrapped, exported or stolen, before they are offered for sale which reassures users and means they are more likely to buy from dealers. To find out more or to advertise your stock on Motors.co.uk, call 0845 265 5502 or email sales@motors.co.uk

CarDealer

3/7/08 23:38:13

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3/7/08 23:38:21

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made an additional 3k profit by using the system and have added thousands to the bottom line over the years, and all for £40 per month – unbelievable” April 08

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Brian King, D.P, Ames Nissan Ltd “We had a Nissan Terrano we needed to trade, put it onto Autotrade-mail at 3.00 pm this afternoon, it was sold by 3.15 pm!! What more can I say except that I am absolutely delighted! Excellent!” March 08

Norman Smith, Sales Director, Mertrux “Autotrade-mail - A true credit to the modern Motor Trade. We successfully source over 30% of our used car/commercial stock from the system with so much ease and reliability. Being a main supplier in the north for the Mercedes Commercial market, this tool has proved itself invaluable day after day” February 08 Damien Smith, Sales Manager, Skipton Ford “It’s a brilliant site, it couldn’t be easier to use and we cannot believe how powerful it is. We had a Zafira we needed to trade, put it on the website and had in excess of 10 calls within the first hour. We trade loads through Autotrade-mail now (approximately 50 so far this year alone and it’s only February) and love it. Keep up the good work!” February 08

Call us on 0870 2000 848 for your FREE two week trial and experience the full range of Autotrade-mail subscriber benefits before investing in your £40 monthly subscription. The UK’s leading online “real time” used-car trading network CarDealerIss5.indd 30

3/7/08 23:38:22

Mercedes sl63 aMG

t’s a motor show with a difference. The annual SMMT test day, which we mentioned in last month’s issue, is a chance for hundreds of journalists to sample a host of car manufacturers’ wares in one place. Held at the amazing Millbrook Proving Ground in Bedfordshire, the Vauxhall-owned test facility has a maze of challenging test routes – all private, all one way and all extremely good fun. So, picture the scene. There are 30-plus manufacturers – corporate trucks parked in a semicircle like a cowboy corral, with their motors shining in front of them. With the likes of Porsche, Jaguar, BMW and Bentley at the event, there is a lot to catch hacks’ attention. Some car makers don’t see fit to bring the tasty stuff – they’d rather promote their ‘green’ models (dull), but others see it as an opportunity to show off, letting journos get the chance to sample the fun stuff. Thankfully, that’s exactly what Mercedes did.

Sandwiched between Lexus and Peugeot, the German firm’s silver bullets stood out like shining beacons. And with cars like the C63AMG, CLS320 and SLK350 available to tempt writers, the stand was understandably busy. But getting the hardest time was this, the mighty SL63 AMG. The stunning drop-top has to be one of the prettiest cars on the road. That clever folding metal roof, the McLaren SLR-alike front end and luxurious interior has already marked it out as a legend. And that was before they stuffed one of the most exciting engines of all time in the nose. The incredible 525bhp 6.2-litre V8 creates one of the most intoxicating sounds possible – one that justifies burning even more oil. Like a Spitfire without the wings, the SL63 bellows like a tenor. It starts with a throaty rumble, increasing in volume as the revs rise to an all-out thunderclap. The fact it’s even more amplified with the top

cult cars down only serves to increase the pleasure. With 525bhp and 464Nm of torque on tap, the SL63 is quite obviously rapid, but the way it delivers that power is controllable and refined when you want it. It’s still viciously savage when provoked though, and will crack out the 60mph dash in 4.4 seconds and on to a capped top speed of 155mph. On the road, it’s reassuring, but there’s never any doubt there’s an evil side lurking beneath the surface. Turn off the host of electronic safety aids and things get really interesting. On the tight hairpins of the Millbrook hill route the back end breaks traction at the slightest prod of the go pedal, shredding hugely expensive rubber in the process. At £100k there’s not going to be that many around either – only the seriously committed, or filthy rich, would opt for the 63 over the 55. And it’s this exclusivity that makes it all the more desirable. JAMES BAGGOTT

sl63 aMG

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3/7/08 23:38:28

dot cultcom cars

...in association with Really Good Domains

Vans can be loads better Marketing your commercial vehicles is just as important as highlighting the deals on your cars – and there’s nowhere better than on the internet

t might not get a second look from car customers, but we all know the commercial vehicle section of a franchised dealership is a vital revenue stream. Often overlooked when it comes to marketing, van managers usually have to rely on repeat business from a loyal customer base. There’s good anecdotal evidence that suggests during a house price slump – such as that which we’re experiencing at the moment – sales of vans rise. Why? Well, it’s because home owners aren’t selling and instead are spending their money on improvements. That in turn means builders and other tradesmen are enjoying boom times and are on the hunt for new wheels. It’s important to make sure you grab a slice of this new business and that means getting your offers and stock noticed! Just as you’d promote your cars online you need to do the same with your vans, especially considering so many business decision makers research their prospective purchases using the internet. And it’s worth noting, it’s just as important to have a major online presence for your commercial vehicle section as it is for your finance and retail business. ‘The key is to identify the best source of highly targeted quality leads,’ explained Really Good Domains chief Dave Timmis. ‘TheVanWebsite.co.uk attracts a massive 200,000 users every month all looking to buy new, used or lease vans and light commercials. ‘There are two main sections on the site, one is for leasing, the other for vans for sale. All of the lease or finance offers are fed through from its sister site ContractHireAndLeasing.com and advertising your leasing offers on this site



‘During a house price slump owners turn to home improvements, which means boom times for van-buying builders.’ would be seen collectively by 700,000 users a month. ‘The third section of TheVanWebsite.co.uk is a comprehensive directory of more than 5,000 companies offering van-related products and services. If you add reasonable offers to these sites then you will get enquiries. If you add more offers then you’ll get more enquiries – it’s as simple as that,’ Timmis tells Car Dealer. However, it’s also important to use a site that rates highly in search rankings. How often do you click on a site on the second page of Google? Exactly. And that’s just how your customers use the search engine too. Using a site that’s already at the top to help promote your business makes sense.

‘TheVanWebsite.co.uk is positioned at the top of search engines for almost any phrase of any relevance,’ explained Timmis. ‘For example, on Google.co.uk (pages from the UK) we have top results for all of the key search phrases such as vans for sale, Renault vans, Vauxhall Astravan, and many other similar terms. ‘What’s more, TheVanWebsite.co.uk has an obvious memorable name, enjoys loyal visitors, and is heavily marketed on our other very busy motoring websites like FleetDirectory.co.uk, VanLeasingSpecialOffers.co.uk and ContractHireAndLeasing.com.’ But don’t just take Dave’s word for it – he’s got a lot of very happy customers too! We’ll leave you with one final thought – from someone, like you, looking to promote their commercial stock online. ‘Global Van Solutions has been advertising on The Van Website since June 2005 and I can comprehensively say it has been the single best advertising method we have come across,’ said a spokesman for the firm. And praise doesn’t get much higher than that.

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CarDealer CarDealerIss5.indd 33

reallygooddomains “Number 1 in Marketing For Motoring...”

33 3/7/08 23:38:34

marketing

Can Broadcast Your Cars If the popularity of YouTube tells us anything, it’s that video on the web is here to stay. But how can dealers cash in on the technology? It seems Motors.co.uk might just have the answer... Words: Richard Aucock

ouTube has revolutionised the web. Now, lunchtimes are not spent reading a paper, phoning a mate or, dare we say it, going out of the office. Instead, they’re spent on YouTube surfing for the best goals, the funniest clips, the most extreme oversteering moments. So fundamental has it become, Apple’s iPod now even features a dedicated ‘Tube’ button. User-generated video is behind all this. With cameraphones and digital cameras, it’s never been easier for us to generate our own video clips, making pictures seem almost passé nowadays. And such a revolution has, thanks to new and used car search portal Motors.co.uk, now hit the new and used car sector, too. That’s right, traders selling a car can now give it the ‘Top Gear’ treatment – shoot a video of the vehicle and host it online, embedded within a traditional classified car ad. This is revolutionary – and something you should definitely be considering. It works just like a shoot for TV, but without the hassle. Motors.co.uk partner, photography and video experts Auto Exposure offers various different packages, but the overall premise is simple. They cost-effectively shoot video footage of the cars, run it through an automated editing package, then overlay an automated voiceover with music in the background. There are two ways of shooting a video. Dealers can arrange a convenient slot with Auto Exposure, and one of the team will come down

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and shoot the film for you. This is real hands-off stuff: simply make the car available, and Auto Exposure do the rest, producing a video, with voiceover and music, around one-and-ahalf to two minutes long for fast loading on to the website. In the voiceover, full details of the car will be mentioned, with key details taken from that car’s CAP feed. This highly accurate and compelling video is then uploaded on to Motors.co.uk, and a link to it (marked by a ‘camera’ logo) embedded within the vehicle’s classified ad. Alternatively, dealers can shoot it themselves! Using a digital camera (or even a cameraphone), footage of the car can be shot, then uploaded on to the Auto Exposure system via easy-to-use software. This is the ‘creative’ option: dealers have the choice of MP3 music to play in the background, can do a voiceover for the car themselves – even appear in the video if they so wish! For those who have ever fancied presenting for TV, this is the easiest way to get a captive audience, and is a real marketing opportunity for dealers who want to do something different. Frank Sharp (pictured right), from Auto Exposure is the brains behind it. So how did it come about? ‘It’s a natural progression – video is definitely the next big thing. But, until now, people have shied away from it because of the difficulty and cost involved. ‘We looked at it in a different way. We started with a price people could afford, then >

CarDealer

3/7/08 23:38:36

‘It’s those forwardthinking dealers who are using video now that’ll steal a march on their rivals.’

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35 3/7/08 23:38:41

marketing ‘We can get a video of a car up on site within 24 hours – in this industry such speed is a real bonus.’

worked out how to do it. Again, anyone can do video – but they charge a fortune. Our service is cost-effective and, best of all, quick. We can get a video of a car up on site within 24 hours. In this fast-turnover industry, such speed is a real bonus.’ Certainly, customers seem to love it. In essence, they have already seen the car they’re interested in before they even visit the dealer. This means they’re more familiar with what it has to offer, have been able to see if it’s suitable, and won’t do that dreaded trait of rejecting a possible test drive at the last minute because they don’t like the colour of the door trim or the spec of the stereo. They’ll have watched the video several times, absorbing all the visuals of the car, so are more likely to be a serious buyer. You don’t need us to tell you what a help this could be in converting an enquiry into a sale. What’s more, Sharp says feedback from dealers has been universally positive. ‘All the people we’ve spoken to have said they’re selling more cars because of it. That’s why I see video as, in time, something all dealers must have. And it’s those forward-thinking dealers who are doing it now that will steal a march on their rivals. ‘I compare it with images. A few years ago, getting an image of a car online was a rarity. Now, everyone’s doing it, and those who don’t will lose their customers’ interest. It will become exactly the same with video.’ Helen Rapp, product manager of Motors.co.uk, confirmed the appeal. ‘Our new video product have been well received by dealers. With video adverts, customers have already seen the car they want to test drive or buy before they visit the dealer, so when they go to the showroom they are serious buyers. This makes it easy for the sales team to convert an enquiry into a sale.’ But video is just one of many areas where Motors.co.uk is upping its UK exposure. The company has also invested heavily in a new consumer advertising campaign. It’s due to be rolled out this summer, and will take many forms, all based around one centrepiece – a 10-foot high blue steering wheel! Remember the Direct Line telephone? The company is hoping this will strike a similarly memorable chord with the public, particularly given its catchy tagline: You take the wheel. Don’t think it’s something they’ve plucked out of thin air, either. The ad campaign follows a welter of consumer research into what buyers really look for when choosing a car. Motors.co.uk also pinpointed exact likes and dislikes, which will both help the ad campaign and, long-term, help

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direct its offer to dealers. Katie Armitage, the firm’s marketing manager, explained: ‘Our new creative underlines the Motors guiding principle of giving the car buyer reassurance, with the information and advice they need to get a great deal – under the theme “You take the wheel”. ‘The big blue wheel came from our advertising agency who were briefed with coming up with a big idea for Motors. We wanted to develop a brand icon which would convey trust – to empower people to feel confidence to buy their new car.’ The campaign is already underway. ‘The wheel was launched in the Midlands in May, with a heavy outdoor campaign on billboards, bus backs, telephone booths and so on,’ explained

Armitage. ‘It is also running on ITV Central East, along with in-paper advertising in our Northcliffe print titles (Motors is owned by the Daily Mail General Trust which in turn owns a host of local newspapers). The adverts are being run in our other print titles across the country, and there are plans to roll out the campaign across the other regions in the future.’ But Motors won’t be stopping there with the campaign. Much bigger plans are afoot… ‘We plan to take the wheel on a road show, possibly to motor shows, shopping centres – who knows where it will appear,’ added Armitage. So, what can Motors do for dealers? Well, load your new and used stock on to the site and

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3/7/08 23:38:44

The Auto exposure and Motors.co.uk combination can offer a strong package for dealers to market their cars online

they’ll also be automatically loaded on to 100 more – including Yahoo! Cars, Top Gear, Fifth Gear, The Independent, The Daily Mail, orange. co.uk and many more. With all these vast numbers of buyers using the internet to find their next car, it’s vitally important your stock has a prominent and farreaching presence, with full information and good photographs. Tapping all your cars’ details into individual sites would need an office fulltime: hence the rise of advertising websites such as Motors.co.uk to ensure your stock is visible to all those people searching online. Dealers are quickly seeing the benefits, the company reports. In a year, it’s risen so rapidly its network traffic is now rated among the top

CarDealer

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three car portals, alongside giants Auto Trader and eBay Motors. What about that for a rise! And those numbers just keep on increasing. Armitage says a key element in this growth is the site’s unique search function. This enables searches to be highly refined, with ease, following a logical structure. This means all the leads you get from it are accurately filtered, ensuring they’re all relevant to the stock you’re carrying. The people you get from it stand a much higher chance of being ‘hot’. They’ll be warmer to you as well. Motors even gives purchasers a free history check on vehicles; this reassures them that the stuff you’re carrying won’t bite them, putting them even more in the right frame of mind.

No wonder, says Armitage, that most of the top dealer groups advertise through the site. The company has conducted research showing that the average car buyer looks at more than six websites as part of their search process. Sites such as Motors.co.uk are therefore becoming increasingly important ‘one-stop shops’ for dealers: pinpointing the six those buyers all look at is impossible – but by advertising with Motors you can ensure you appear on them all! With its new video offering, the appeal of Motors.co.uk looks set to broaden only further. And while the chance to get your stock and face on camera might not mean fame will automatically follow, one thing’s for sure – stronger sales almost certainly will…

37 3/7/08 23:38:51

HOW EFFECTIVE IS YOUR FORECOURT SECURITY?

he price of platinum, a key material in catalytic converters, has risen by 64%* during the last twelve months. This is just one reason why, with the economy slowing, now is the time to review your security arrangements. As Europe’s largest CCTV monitoring company with widespread experience of car dealerships up and down the UK, we know the scams, the attacks, and how best to protect against them. Whether you currently employ security guards, use CCTV or simply lock up and hope, the chances are that Camwatch can improve your security and save you money into the bargain.

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Freephone 0800 294 2826 Email: cars@camwatch.co.uk CarDealerIss5.indd 38

3/7/08 23:38:57

security

D L

n w o ock

t a scumbag le y h w o s s, s e c c ur business a su o y e k a e becoming a m it s to r u rd o y a h p to rk s o w to u Yo re loads of ways a re e h T r dealership ? u it o y in t c ru te l a ro in p m to ri s c eal the best way v re e w re e h o s target, words: Richard Aucock

our stock is your lifeblood, so some low-life half-inching it is never desirable. Alas, it’s probably a sad inevitability. So what’s the solution? Security. Problem is, with all manner of products and services out there to protect your site from thieving scum, where on earth do you start? But don’t fear. We’re going to show you how to secure your dealership from undesirables trying to nick your desirables. Sure, all cars have alarms, and Thatcham has ensured they’re now the best they’ve ever been. But dealer premises? Forecourts? Offices? Workshops? Simply thinking about the logistics

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behind securing them is enough to have your head spinning. Don’t think it’s just actual theft that’s a worry, either. As Adrian Kent of CTR Services points out, most car dealers are also susceptible to vandalism. ‘You can never rule out the bloke walking back from the pub on a Saturday night, who, after a few too many, decides to take things out on your forecourt of cars.’ Sounds like a minefield… The best place to start is your forecourt, though. Physical security is an obvious but well-proven deterrent. But here, care is needed, to blend an open forecourt that’s

easy to manage (how easy is it to get display cars on and off, for example) with good, solid deterrents like bollards and posts. Moving the stock indoors is not an option for most. Apart from anything else, this is a real barrier to customers, hindering outof-hours browsing. However, installing less obtrusive physical security measures, such as a perimeter fence between the public road and the premises, is often a surprisingly effective measure. ‘Anything to make their life hard,’ says Kent. Our sozzled pub-goer would probably struggle to clear it! Mike Nevatt of Aspect Security has >

39 3/7/08 23:39:08

security

’t an n e r a you c u.’ s e iev – but ar yo h t er way ne b o m g e go a ’t m n e o R o ‘ ng t yd e h i t go sure be

another solution. ‘We have been recently installing a number of perimeter alarms – this is a great way of stopping people before they get into the site, by notifying the monitoring company straight away. It is a simple beam setup, which can span areas of up to 100 metres per beam set. This, backed up by the CCTV system, really works.’ Moving further in, there’s the added problem of frontage security. ‘Most dealerships go, or are forced to go by manufacturers, for fancylooking doors – glass and steel,’ says Paul Smith of JP Alarms & Locksmiths Ltd. ‘These don’t lend themselves to high security. They may look it, but they aren’t. What’s more, most thieves aren’t too fussed about simply reversing a car through them. You may think bollards would be the solution, but many manufacturers say no.’ Indeed, observing the standards laid down by manufacturers is one of the biggest issues facing dealership security. That’s why it’s so important to have a risk analysis conducted before you start considering more in-depth security measures. This looks at the possible threats to your site, and the best means of countering them. Peter Speight of Perpetuity CCTV said an assessment will include both internal and external factors – such as crime in the area – and also observe the ground rules in place, such as those dictated by your manufacturer and insurance company. ‘It’s not just hardware – there needs to be methodology behind it,’ he says. ‘Security systems need to be designed in the correct manner – one that underlines responsibilities, too. It’s not good enough to have a super system. There needs to be good housekeeping measures behind it. Duties and responsibilities for the dealer manager on how to manage protecting his site have to be laid down. This is one of the biggest issues facing security – laying down who is responsible for what.’ This should be considered essential, in seeing just what’s needed to best secure your premises, adds Smith. ‘Many insurance companies insist on it, in order to get the right grade of alarm (grades are one, two or three). There can be issues if you have a break-in and haven’t had a risk assessment done. Make sure, though, that it’s only carried out by certified companies. Look for FSAIB or NSI approval.’ Of course, the easiest way to steal a car is to take the key. With modern car security systems,

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this is increasingly becoming a favoured route for thieves. But is your keybox more of a bent piece of metal tacked to a wall? Bad news, says Smith. ‘£500 should be what you’re spending on this – it’s your only real barrier between thieves’ hands and your stock! Make sure it’s bolted to the wall or floor as well.’ Try companies like Keytracker (see back page of this issue), who will be able to help. Smith also warns about the casual thief, doing a ‘reccee’ – they’ll ask for a test drive of something flash, follow you to where the keys are kept, noting it all for later… Many reckon there’s no beating the physical presence of a security guard. But Kent warns that you need to carefully consider what you’re buying in to. ‘A guard on site is not cost-

effective,’ he says. The alternative? There are several if a physical patrol is vital. The cheapest is a keyholding guard – someone who locks up the site, gives the keys to a central control room, then releases it again the next morning. They’re not permanently on site, but will carry out full checks of the perimeter to make sure everything’s secure and nothing dodgy’s going on. But if that’s not reassuring, you can have a series of patrols, where a guard will drive up to the site at set intervals, have a walk-round and ensure it’s all good. Again, not ideal, as thieves quickly get wise to it, but it’s nevertheless a deterrent and can stop robberies in action. Some of the larger, more expensive hauls are not the work of a moment…

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3/7/08 23:39:10

fectively like a big webcam. The images are stored in megapixels, so are higher-quality and easier to blow up. But the first thing you must consider is if you want a straight CCTV setup, or a monitored package. Everyone we spoke to seemed to agree monitored was better. Boyce says the ethos behind CCTV today is to make it a preventative tool, rather than a post-incident means of detection. So what should you consider? The position of the cameras, certainly. A mix of fixed and moveable is important – with, says Boyce, a fixed camera on the gates, so you always have a record of this. ‘Link it with number plate recognition technology, so you have records of all movement in and out, and a searchable archive to help detection afterwards,’ he explains. Your detectors are vital, too. ‘Dual tech,’ says Boyce, a mix of passive IR and microwave, stand the best chance of only sending reliable alerts. False alarms are the bane of the monitoring industry – don’t forget, the detectors are the camera’s real ‘eyes’ so you shouldn’t skimp here. The forecourt should also be bright enough – make sure, says Boyce, that your lights don’t auto-off at midnight, and consider infra-red for areas with strict light pollution rules – but the real magic, the real genius of CCTV, is audio. Basically, speakers, that allow the control centre to target an intruder – and speak to him! ‘This really works,’ says Boyce. ‘99 times out of 100, it encourages intruders to quickly move on. Your monitoring company should meet BS 5579 and BS 8418 standards – this ensures they have interlocked doors, dual communications lines, independent power supplies, a disaster recovery plan, the works. More like bunkers than plain receiving centres. ‘The cheaper alternative is some guy who you hope will get up in the night when his laptop starts flashing,’ says Boyce. The only way to ensure direct police response is for your receiving centre to meet such BS standards. Of course, this raises the issue of false alarms. Have too many and you’ll lose this police priority response entitlement. Hence, the importance of proper design and management. So, considering all this, can you really afford to skimp on security? Remember, thieves aren’t going to go away – but you sure can ensure they don’t go near you.

STARS OF CCTV That’s where the alternative comes in. CCTV. This is your ‘permanent security guard’. Chris Boyce, marketing director of Camwatch, says ‘the best solution is any form of CCTV and alarm activation via motion detection’, while Smith says most people are now aware of the many merits of closed-circuit television. You may already have a system installed. It’s probably been up there a few years, and more than likely records images to a VCR or other such system. That, readers, is now old tech, but you may still be able to use the cameras. Most CCTV cameras, incidentally, are analogue, but digital is starting to come to the fore. These exploit internet protocol technology – each camera has its own IP address, and operates ef-

CarDealer

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41 3/7/08 23:39:11

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Peering into the lives of the motor trade...

ON THE SPOT Name: Simon Cook Age: 43 job: Mondial Assistance automotive director and relationship building is the order of the day.

name: Simon Cook Age: 43 Lives: Redhill, Surrey Any family? Engaged, with a 10-year-old son. What do you drive? Honda Civic Hybrid.

What newspapers/magazines do you read? FT, The Daily Telegraph and Metro. What is the most expensive thing you’ve ever bought? Our house.

What was your first job? Trainee Insurance Broker for Sedgwick Group.

What’s your mobile phone ring tone? Nokia’s Classic.

What was your first car? Renault 14.

What was the first record you bought? ‘Boogie Nights’ – Heatwave.

Who do you work for now? Mondial Assistance (UK). What does this involve? As automotive director I am responsible for the management, development and profitability of our motor portfolio across our principal lines of business specifically roadside assistance, customer relationship management and warranty/GAP.

What’s your favourite film and the last one you saw? Favourite film is The Constant Gardener and recently saw Indiana Jones and the Crystal Skull.

What are your job’s biggest challenges? Maintaining margins.

Favourite holiday destination? South Africa and The Seychelles.

Any downsides? Not really, no – I love my job.

What is the biggest challenge car dealers face? How to meet customer’s expectations and keep them coming back.

Favourite football team? Spurs.

how much do you earn? Not enough once Mr Brown and Mr Darling have taken their cut. Do you have an average day and how does it pan out? Up before 6am and usually in the office early. No day is ‘average’ which keeps me on my toes. Generally client meetings, team meetings, responding to tenders

‘Dealers need to meet their customers’ expectations to keep them coming back.’

What would be your number one tip for car dealers? Make your customers feel important and valued every time you have contact with them. And finally... what’s your motto in life and business? Work hard, play hard.

Want to face the Car Dealer questions? It’s not as bad as it sounds. email james@blackballmedia.co.uk for details

CarDealer

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3/7/08 23:39:18

cult cars tried and tested

...That was a good idea, with Autotrade-mail’s Kevin Watson

Idea’s a cut above the rest E

very month Autotrade-mail’s Kevin Watson recalls those good ideas, hints and tips that can really help you. If you’ve got a good idea that other dealers should know about, get in touch with Kevin using the details below or call him on 0870 2000 848 – he’s offering £100 for the best idea every month!

Hairdressers’ car A successful salesman picked up this idea on a manufacturer training course a while ago, but he still passionately carries it out at least once a month. The beauty is that it makes better use of the large number of company demonstrators the dealership has to run, while at the same time making him more popular with future customers – a great way of sowing the seeds for future harvesting! The idea was to offer the demonstrators to a target audience who would be enthused with the opportunity of driving a car they wouldn’t normally have access to and who would then in turn come into contact with lots of other people the vehicles were more than happy. It turned that they could chat to about it. out to be a very successful enterprise indeed. His most successful audience became hairdressers as, at their time in life, they would Score card be unlikely to afford a new sexy beast of a We were told about a sales team that are motorcar. By lending them a car completely free among the top three performing franchised for at least two days he found they talked about dealers within their zone year-in, year-out. nothing else to their friends, relatives and, most They believe their success is largely due to importantly, to their clients. their continued use of the monthly one-to-one While cutting hair the stylists would have the performance score card. client’s undivided attention for at least an hour The sales manager introduced these indiand in this time they would invariably mention vidual performance cards and discussed the what a nice salesman Ricardo was from their target levels monthly for all profit areas such as generous local dealership, how fabulous the finance, CPI, accessories, PCPs and the volume car was and how reluctant they felt about giving of expected car sales. it back. For the first three months following its inNaturally, due to insurance age restrictions, troduction they treated these sessions with an Ricardo could only provide the loan car to element of trepidation as they felt they were approximately half of all that wanted reviewed with an ulterior motive. ATO45 Car Dealer Ad stylists 20/2/08 15:21 a Page being 1 car, but the crimpers that did manage to get into However, they soon learnt that due to the

sales managers’ previous professional football coaching history he was only looking to improve the overall results. At the end of the month they would swap their score card results for the following month’s objective and would share with him, in detail and in private, what they had considered they had sold well and in turn he assisted them with what they needed help with. After all, their performance was his – therefore it was in everybody’s interest to maintain and improve it. He still believes a one-hour monthly review without interruption is the minimum amount of time needed compared to other coaches within other industries. However, with his other duties he just doesn’t have time to do more, and takes comfort from the fact that even with this small amount of one-to-one personal training he can keep his team motivated, challenged and controlled.

That was a good idea!

Kevin Watson FIMI is a Director for Autotrade-mail and has worked in Franchised Motor Dealerships for over 30 years.

Run by dealers for dealers Est 1999

CarDealer CarDealerIss5.indd 45

“I am not trying to re-invent the wheel, I cannot give you a simple solution to profitability but it does occur to me that over the years we have all introduced good ideas in our businesses but sometimes stop using them. Why? They are still good ideas! I speak to dealers right across the country on a daily basis and therefore “Car Dealer” magazine has invited me to run a

monthly article to simply remind us of these good ideas. I thought this in itself was a good idea! This is not a profit clinic, nor really a best practice plan. They are not my ideas, simply a monthly page to remind all of us of what we probably used to do anyway! I hope you find it of some value.”

If you want to remind us of a good idea then please contact: kevin@autotrade-mail.com and I will send £100 to the best idea that is published.

45 3/7/08 23:39:20

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w: www.codeweavers.net/yourcarloan e: enquiries@codeweavers.net t: 0870 443 0888 f: 0870 443 0889 CarDealerIss5.indd 46

3/7/08 23:39:26

competition

wIn! one of three sat nav units! I

f you weren’t lucky enough to bag yourself one of the portable sat nav units we had to give away in last month’s issue, don’t fear! This month we’ve teamed up with Binatone to offer THREE more Car Dealer readers the chance to get their hands on a road atlas alternative. And the best bit? Entering to win one of the units won’t cost you a penny. Not a dime. Zilch. All you have to do to be in with your chance of snapping one up is send an email with your name and address (so we know where to send the prize) to james@blackballmedia.co.uk with ‘Binatone’ in the subject bar. It’s that easy, will take less than 30 seconds of your time and could seriously improve relations on those long trips to the inlaws! So, apart from the fact it will help you avoid a major row with the other half, why else would you want one of these handy gadgets? Well, the Binatone X350 is a compact piece of kit that helps you navigate with a combination of clear onscreen and spoken directions. The 3.5-inch screen is easy to read and the whole unit fits nicely on the dash, taking up very little room.

You can input addresses via full seven-digit postcodes on the touchscreen LCD display. Maps can be switched for 2D to 3D depending on what takes your fancy and it’s simple to set up – just plug it into your 12v power socket and it’s ready to go! Software includes a list of points of interest, from restaurants to petrol stations, and you can navigate to them by clicking their details on the list and hitting ‘go’! That’s incredibly useful when you’re in an area that’s unfamiliar and certainly takes the stress out of finding a fuel stop. Also included is speed camera spotting software that’ll warn you of fixed traps on your route including Gatso, Truvelo and SPECS units. Costing £80 each the Binatone X350 comes with a car mounting kit, power cable, USB cable for updates on your computer and an instruction manual. For more information on the Binatone log on to www.binatonecarrera.com

or for your chance to win one with Car Dealer magazine simply send that aforementioned email to us now – you’ve got to be in it to win it...

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L2C A

products 1. Garmin Zumo

Price: £479 Contact: www.garmin.co.uk IT’S not just car drivers that hate maps – bikers do too! We tried out the cool Garmin Zumo 550 on an 1,800-mile biking holiday to Scotland and found it worked superbly. Designed specifically for bikes, the unit works with gloved fingers and has an anti-glare screen. We loved the speed camera location software (that got us out of trouble) and the fact it features Bluetooth.

2. Halfords cycle carrier

Price: £55 Contact: www.halfords.com RIDING in the city isn’t much fun, which is why most weekends you see countless cars with bikes strapped on them pouring out of town. This Halfords Rear Mount Three Cycle Carrier is a simple option for first-timers. Unlike rivals, it comes pretty much ready to roll out of the box and has a host of user-friendly features, including rubber mounts for frames with Velcro straps.

3. Bury CV9040

Price: £140 Contact: 01206 500872 THIS new handsfree kit from Bury Technologies features a smart touchscreen and voice recognition. It can download your phonebook and once it has you can dial by saying the contact’s name or just a number out loud. It works very well and the noise-cancelling software is top notch.

4. AA Car Cleaning Kit

Price: from £4 Contact: www.commaoil.com NOT content with fixing cars at the roadside, The AA has branched out into the car cleaning arena with this new range of products. Included is Wash ‘n’ Wax, as well as Wheel, Glass, Tyre, Upholstery, and Trim cleaners. They’re made by Comma, a car care specialist.

5. Hideaway Safe

Price: £32 Contact: www.kamasa.co.uk LEAVE your sat nav on the dash when you park up and you’ll lose it. Fact. The Kamasa Hideaway Security Box is a discreet metal box with a tough cable that allows you to anchor it to a fixed part in the vehicle, under the seat or in the boot, so you can store your navi in a lockable drawer.

6. Pure Highway

Price: £70 From: www.pure.com THIS is DAB digital radio for your car. The Pure Highway is a plug and play device that allows you the increased station choice that DAB offers but plays the sound through your existing stereo via an FM modulator. You do lose the improved sound quality DAB offers, but the extra stations are well worth it. Plus, we think the ReVu function, that lets you pause and rewind live shows, is utterly brilliant.

7. Armor All Bike Wipes

Price: £3 Contact: www.armorall.co.uk CONTINUING our bike theme are these new Bike Wipes from Armor All. Great for sprucing up your machine after a rain shower has ruined your weekend’s hard work, they can also tackle tougher jobs. They come in a five-wipe pack.

48 CarDealerIss5.indd 48

CarDealer

3/7/08 23:41:43

L2C A4 advert:Layout 1

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Love2choose aims to offer the ultimate in choice and flexibility. The love2choose pre-paid gift card means you don’t have to make the choice of reward in advance for your recipients. They can make this decision in their own time, enhancing the reward experience. Love2choose – One card, a world of choice • Offers access to a superb range of vouchers including our own Love2shop multi-option gift voucher, Marks & Spencer, Argos, John Lewis, Debenhams and many more • Discounts available for larger requirements • Simple redemption using on-line or off-line methods • Personalised branding of cards, wallets and redemption site • Innovative reward delivery options utilising sms and email

For find out more about Love2choose, visit www.love2reward.co.uk or call us on 0845 313 0341.

CarDealerIss5.indd 49

3/7/08 23:41:43

recruitment

More top tips for recruiting... Hot Recruitment boss Linda Meehan hands over her advice for finding the best staff

mploying new people can be a right palaver, but not if you follow a few simple rules of engagement. There are a number of ways you can find the best staff for your showroom, as Car Dealer showed us last month, but here are some tips we at Hot Recruitment have put together over the years. I know most of you will be familiar with the process of recruitment and the various ways to do it – of course, there’s the DIY approach using job boards, relying on recommendations or traditional printed media versus the cost and efficiency benefits of using a professional agency. So, let’s take a look at the options to help you decide what is best for your business. Firstly, those job boards. You will need the time to sift through, contact and screen applications and the costs can vary from board to board.

Finding the best staff in very important You may well have to advertise on more than one to get any results too. Newspaper ads may be a traditional method, but they can be very expensive, there is no guarantee of results and, particularly in a generic publication, it may be limited in the demographic they reach. Just how many car salesman read the local paper?

hot !

AUTOMOTIVE RECRUITMENT

Which brings us to the agency route. This can be a superb time and money-saving option as you don’t pay a penny until a suitable candidate starts working for you. Reputable agencies will also cushion you with a rebate period just in case things don’t work out. Using an automotive specialist for your recruitment needs means the agency should have a large database to call upon and will really understand the requirements for the role and all the screening and pre-selection is done for you – saving a lot of time and effort. Always make sure you budget for the agency fee, which should be agreed in advance. Later in this series of columns, I’ll tell you how to get the very best out of your relationship with an agency, which will save you time and have a huge savings impact on your budget. But the important thing to remember when recruiting, whatever method you choose to use, is that your objective is to get the very best candidate available – that is, after all, ultimately what makes good companies great. Next month… Why are you recruiting?

The Motor Trade Recruitment Specialists

First choice... First class... First call

• Management

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• Friendly service with confidentiality assured • Wide range of positions available • Opportunities with the UK’s leading companies

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• Finance • Office • Fleet • Roadside assistance • Parts • Service

• Vast database of quality screened active jobseekers • The most competitive fees • Wealth of automotive consultancy experience

• Sales • Workshop • Bodyshop

Delivering the right results... www.hotrec.co.uk Call: 01923 431789 Contact: info@hotrec.co.uk hot ! is ISO approved company

50 CarDealerIss5.indd 50

CarDealer

3/7/08 23:41:47

Passionate about Careers At Renault we’re just as passionate about careers as we are about our cars.

www.jobs.renault.co.uk

0845 601 3778

Applications directly to dealerships will not be accepted

WARNING: TOP CAR JOBS HERE

TOP CAR RECRUITMENT Supplying you with all your motor trade staff throughout the UK – from valeters to dealer principals T: 01493 721119 -- M: 07793 411385 -- E: topcarrecruitment@btinternet.com CarDealerIss5.indd 51

3/7/08 23:41:49

recruitment

Advertisement feature

From bedroom to boardroom advert on more than 25 websites and telephone all available matching applicants. The company will then interview all applying candidates using an approved registration process and assess their skill base and experience. This is a process that would take a large dealerearly every month any one of a number of mated call centre here! Next, you’ll find an expert ship around two weeks and cost more than service, with a database of existing candidates magazines will run a recruitment feature targeted at the motor trade, in which the totaling more than 20,000 and access to in excess £1,000 to achieve similar results. Once Perfect Placement has found you your questions of why, how and how much are always of 25 local and national job posting websites, including the firm’s own high-ranking website. If ‘perfect’ candidate, the levels of service do not asked and answered. falter. From interview arranging and preparation, One of the most successful motor trade special- you do wish to place your vacancy with the comists in the industry, Perfect Placement UK Ltd has, pany, it’s a certainty that if the right person is out to salary negotiations, all these tricky processes are handled by the firm. in just four years, gone from a bedroom office to there Perfect Placement will find them. Once a successful placement has occurred, the The process is simple, but how the agency a national company with offices in the cities of achieves it is not. As a client, everything seems to business’s tailored and well practised after-care Norwich and Manchester. service kicks in. This includes weekly check-in It really did all start in a bedroom, but ever since be so easy. Just provide the job description, the calls with both applicant and client, even dispute outline of who you are looking for and agree the firm went national it has managed to stay resolution, and the agency will make sure that terms of business. true to its original methods. even after you think its job has finished, it’s still What happens then is the crux of what makes Any client calling Perfect Placement for the working for you. This really is a company that can Perfect Placement an industry leader. Perfect first time may find a refreshing change. Firstly, Placement will run an exact matching search of its make all your questions about the recruitment professional people are the key to their success: process seem obsolete. database using the most up-to-date recruitment answering calls, handling enquiries and helping Call 0845 021 2123 for more details package (personnel selection software), place the you speak to the right person – there’s no auto-

Perfect Placement has rapidly expanded from a start-up firm at home to a national company. Here’s what they can do for you...

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CarDealer

3/7/08 23:41:51

www.cardealermagazine.co.uk Check out our online jobs search engine – it’s updated daily so you won’t tire of it!

To get your jobs in the Car Dealer recruitment section call (023) 9252 2434 CarDealerIss5.indd 53

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3/7/08 23:42:19

used cars

Trading Places z

...in association with Ben

It’s all fun and games... they just weren’t biting, so saint Mark Boyt of ‘chichester-shire’ tops up our tally for Ben and hands the baton on to tim stentiford – but what are his plans for the cash?

o be honest, the Kia looked a canny buy for someone. On a V, it was pretty fresh, and had covered just 70k. With a stack of equipment and a roomy four-door body, it sounded just the job. Mark Boyt of HS Cars was trying to do the business for us. ‘It’s not my normal cup of tea,’ he explained. ‘But it’s all for a good cause – I’ll see what I can do for BEN.’ Alas, the customers didn’t take to it. Mark’s usual motor is higher-end than the budget Korean, and while there was interest in the cause from customers, nobody followed up with the cash. They could probably afford to… but just couldn’t see how a Kia would sit alongside a Merc CL600 on their driveway. We understood. To be honest, we couldn’t, either. Two months later and still no bites, Mark decided to cut any losses and trade it instead. He got in touch with one of his rivals, who deals in cheaper, lower-end stuff, who agreed to take it off his hands for a small profit. Result? Well, anything is better than nothing.

From Kia to Zafira – it’s a big jump, but can our new baton holder make it happen?

Particularly as Mark then showed he’s a hero – by agreeing to contribute, out of his own pocket, to the cause. He pushed up the Kia’s ‘profit’ to a

very admirable £250 – not bad at all! Thanks for that, Mark. Good Karma will come your way. So now what? Well, we have a total fund of £1,250, so enter Tim Stentiford

you can help raise cash for Ben too! The plan is simple – raise as much money as possible for automotive industry charity Ben. how? With a motor industry-inspired relay race and your help. Autotrade-mail donated our first car and we aimed to sell it for as much money as possible. now we’ve just sold our latest chariot, the beauty that was the Kia Clarus – and, thanks to the help of Mark Boyt,

we have a total of £1,250. now Tim Stentiford has the kitty and is actively seeking out our next machine. Will that Zafira come up trumps, or will he have to hunt out something else? Only time will tell. We still need willing dealers to take up a leg of the relay. Call Car Dealer on 023 9252 2434 or email james@ blackballmedia.co.uk to find out more.

of Tailored Vehicle Leasing. He’s the man in charge of our kitty, and is going to find our next profit-wagon. No pressure, Tim! Trouble is, Tim already had something lined up – a diesel Zafira, like the one above, with lots of potential. This sounded amazing to us – a familymagnet compact MPV? We’d be raking it in! The problem is, even with Mark’s kind allowance, it doesn’t stretch to the tradein cost of the Zafira. Tim was banking on the Clarus being more appealing than, alas, it turned out to be. We hope to get something sorted and on sale before next month, but for now, we don’t know what! We rest assured that Tim’s on the case, though. Tune in next month to see how he got on.

It wouldn’t have been possible without...

CarDealer

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55 3/7/08 23:42:22

used cars

Trouble deepens in the CAP finds things aren’t getting better in the used market as diesel sales take a slide

ot wanting to spread the doom and gloom any further, it’s hard to report the used car market at the moment without an impending feeling of dread. Research by CAP in June only served to highlight the deepening grim picture among dealers. Asked to compare their retail sales performance with May, 65 per cent reported that they had a more difficult month. Just 10 per cent said their sales performance had improved while 22 per cent said they had seen little or no change. Regional variations within the research suggest that some areas of the country continued to fare better or worse than others. For example, the proportion of struggling dealers in the

56 CarDealerIss5.indd 56

north east was just 40 per cent and in Scotland around half. Faring worst were dealers in Northern Ireland and the Midlands, where 80 per cent and 82 per cent respectively said June was a harder month than May. National media headlines during June did nothing to help the mood of the market with frequent subtle, but significant, misrepresentation of reports from within the industry which tended to sensationalise the true picture. For example, the claim reported in a national broadsheet that 25 per cent would be knocked off the value of used cars this year due to the current ‘crisis’ was disingenuous. It was based on a report that this year would likely see an ‘additonal’ five per cent depreciation – a claim which CAP was broadly in agreement with at the time of writing. In another example, motorists with PCPs were warned that they were at risk of negative equity when in truth they faced no actual financial risk. CAP’s view of the current market deteriora-

Is the price of diesel affecting demand?

CarDealer

3/7/08 23:42:23

...in association with CAP

e used market tion remains that there will be pain for the rest of the year but that there are likely to be variations in performance according to sector. Clearly, large petrol engine vehicles are under increasing pressure and are likely to remain so as fuel prices and carbon-based taxation exert ever-greater influence. Conversely, small economical cars may well buck the trend. One of the most interesting issues this summer has been whether the shine is going off diesel cars in view of the growing cost of fuel. The monthly CAP Dealer Insight Panel research confirms that some dealers do believe a proportion of customers are less interested in diesel cars than they once were. When they were asked ‘have you noticed any slowdown in demand for diesel cars as fuel prices increase?’ Some 40 per cent said they had detected such a reduction. Only four per cent reported demand was still rising. While this is significant for dealers, in terms of their stocking policies, it represents a poten-

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tially serious problem for contract hire fleets which are now very heavily weighted towards diesel. This research is critical to understanding where the market is heading after the longstanding surge in diesel popularity. The credit crunch remains a major influence on consumer confidence and research into the impact on customers seeking finance to buy a car continues to indicate that the issue is biting in the used car market. Nearly 70 per cent of dealers reported earlier in the year that their customers were having more difficulty obtaining credit for car purchases than last year. An update on this research confirms that the problem remains, with 55 per cent of dealers reporting that credit was harder to obtain for their customers in May than earlier in the year. Only 30 per cent said their customers were still ‘easily’ able to obtain credit to buy a used car. This ties in with a general perception among dealers that the credit crunch is impacting on sales this year.

Commercials hit too WhILe the retail used van market has continued to prove challenging, there are signs that dealers are beginning to see light at the end of the tunnel. This does not necessarily mean a market upturn, but an easing of the downward pressure witnessed of late. Comparing their retail sales in June compared with the previous month, 62 per cent said their performance was down, while a further 21 per cent wreported little or no change. however, 17 per cent said they had managed to increase their retail sales in the month. The better overall news comes with dealer expectations. Forecasting performance over the coming weeks only 34 per cent expected their sales to reduce further, while 41 per cent were anticipating little or no change. An optimistic 24 per cent believe they will begin to see sales increasing. Worries remain that the general economic mood will hold the market back, with 76 per cent expressing concern that their overall used van sales will be down this year.

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recently went back to visit some mates in Bristol, and we went back to the pub we used to go to when I was single and lived there about eight years ago. It was fabulous. The pub was the same, the beer was the same, the banter was the same and next morning the hang-over was… still the same! We also used to have a laugh and a joke with the barmaids, but try as we might we could not crack a smile from any of them during the evening. Eventually we realised that while we weren’t doing anything that different – we were just eight years older, had less hair and more of it grey, larger waistlines, and talked more about our kids than rugby. Frankly, the barmaids weren’t interested in the jokes coming from the old duffers at the end of the bar. This got me thinking on the trip back home to Derbyshire, and I realised that a lot of customers looking for a new car will still be thinking they’re capable of getting the same deals they used to get two or three years ago, but time has moved on for them too. I’m sharing this with you because it brought home to me the need for a different approach to handling customers that find themselves (perhaps as a surprise) faced with the fact that they can no longer get the same deal they used to get. We all need to consider how we get customers through this realisation and find them an appropriate deal for their current circumstances and credit worthiness. Even if customers tell you they have finance arranged, offer to provide a quote for point-of-sale finance as a comparative. Many customers will think they qualify for the rates and terms they’ve received in a mailing through the post, when in reality many will not.

‘There’s nothing to be embarrassed about as just about everyone is being assessed differently due to the credit crunch.’ In today’s market, finance arranged against the security of a car is likely to be much better than that they can get elsewhere, and of course you’ll get the benefit of the F&I income. Providing customers with an offer may not benefit you immediately, but you might be surprised at how many customers will come back to you. Some customers may be embarrassed about the fact that their aspirations are no longer in line with the level of advance now available to them, but there’s nothing to be embarrassed about as just about everyone is being assessed differently due to the credit crunch. All sales staff should be prepared to positively downsell the customer to a car in line with their current ability. If you can’t overcome this embarrassment then once the customer knows their current market value they might seek an alternative car elsewhere. This might all seem blindingly obvious, but as I found out in Bristol, while it was plain to everyone else that I was eight years older, the fact had clearly passed me by…

is chief executive officer of First Response Finance. For Who is Don Brough? Don more information visit www.frfl.co.uk or call 0115 946 6370

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Many Happy Returns 17% of our business comes from returning customers – and we always encourage people to visit the same dealer for their next vehicle (or point them towards a supporting dealer from our network). To help your business benefit from our many returning customers, join our dealer network by calling 0115 946 6370 today. First Response Finance Limited, Chetwynd Business Park, 5 Regan Way, Chilwell, Nottingham NG9 6RZ

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