Stop Being that Guy: Change the Culture of Car Sales

by Bill Playford on Jan 13, 2011 Normally, I have the topics of my blog posts picked out well in advance of posting, however this month I can’t stop thinking about the events that are happening right now. During the last few months of last year, and the first couple weeks of 2011, I’ve been involved in some eye-opening conversations. The subject matter of these conversations is now a matter of public discussion (or amusement?). Whether you’re pointing and laughing, or disappointed, we need to realize that we can be our own worst enemy. One of the reasons I got involved in the car business is that I wanted to help improve the negative reputation car salespeople have. A variety of polls conducted over the years have shown car salespeople to be ...

Sesame Street spoofs the Old Spice Guy

Smell Like a...

New team seeks to move Mazda’s image upscale

New team seeks to move Mazda’s image upscale

Don Romano, Mazda North American Operations: “Shinari is a glimpse of what we’re thinking as a brand.” After changing ad agencies and revamping its U.S. marketing staff this summer, Mazda is reworking its brand image. The plan: retain Mazda’s fun-to-drive image but move it more upscale. As it is, the brand lacks strength to support the rollout of Mazda’s Sky direct-injection engines next year or its future design language, says Don Romano, who took over in March as marketing boss at Mazda North American Operations. The new styling was seen in the Shinari concept unveiled in Milan, Italy, in August. “Shinari is a glimpse of what we’re thinking as a brand,” Romano said of the low-slung, four-door concept car designed...

An ink spot? No, it's a QR interactive ad

If you’re not tech-savvy, you might have thought it was an odd inkblot on your newspaper. But those in the know could link from the QR — for quick response — bar code on the newspaper ad to dealership Web sites through their cell phones. Three New York Acura dealers first used the bar code technology in an April 14 full-page ad in The New York Times. The dealers hoped the ads would build sales and, maybe, a local dealer ad association. Consumers could download a QR app and scan the code with a smart-phone camera. Doing so took them to a special Web site, nyacuradealers.com, where they could access the dealerships’ online content on their cell phones. Paragon Acura in Woodside, N.Y., is one of the three dealerships taking part in the...

Brand Loyalty and Why Customers Switch

Consumer Reports just published a study on why customers may switch to a different car brand.  Although not surprising in today’s economy; Quality, fuel economy, and price are the top 3 factors. Items of note are the things a dealership can have influence with.  Specifically Trade Allowance and Dealership Reputation are strong factors. In a Mazda dealership, we need to be very aware of these factors as we need to keep current owners from defecting and help influence non-Mazda owners both with the things that we can control.  Read the full article after the break… Survey: Car buyers most influenced by quality and fuel economy Car buyers don’t switch brands easily. According to a new Consumer Reports survey, 73 percent said they were...

Why is Business Writing So Awful

Nearly every company relies on the written word to woo customers. So why is most business writing so numbingly banal?