RE: Ramping up the image.

["Michael S. Sweigart" <msweigart@domain.elided>]

I know that from my many years working with dealerships on the advertising
(and Internet) side of business, that offering to pick up a car that needs
service is not something dealers will do. Some have tried it, but have run
into a variety of issues such as customers not being there, liabilities,
etc.

On the other hand, some dealers have drastically increased service business
by offering customers a "drop-off" service. Meaning that a customer brings
their car in for service, and the dealership will drop them back at their
home or office as long as it's within a certain mile radius of the
dealership.

I've also been in hundreds of dealerships first hand, and one of the biggest
factors for satisfying customers and making an "image" is the hiring
philosophy of the dealership. Staffing is not controlled by the factories
for the most part, and I've witnessed some scary people trying to sell and
service cars at the dealership.

For example, here's 2 sides of the coin:
1) I've witnessed someone who doesn't speak English try to sell a car to an
English-only speaking person.
2) I've witnessed a Spanish-only speaking person on staff to talk to
Spanish-only speaking customers.

So some dealers are adapting their hiring philosophies to best match the
needs of their customers. Not particularly an Alfa-related issue, but a
nationwide issue that possibly Alfa can capitalize on...just some thoughts.

-Michael

-----Original Message-----
From: owner-alfa@domain.elided [mailto:owner-alfa@domain.elided]On Behalf Of
Jacob Haagerup
Sent: Thursday, September 13, 2001 5:07 AM
To: alfa-digest@domain.elided
Subject: Ramping up the image.


Just read a tid-bit of news regarding Fiat Auto SpA. In connection with the
launch of the 156 GTA and 156 SW GTA there has been a lot of media invited
to Torino for test drives, launch presentations etc. etc. in particular
since the Fiat group is not only launching the GTAs (whatever the sentiment
regarding those might be) but also the Fiat Stilo, which btw looks like a
real contender in the Golf class market, and the Lancia Thesis who's styling
is a bit of an acquired taste.

In connection with the launch some 6000 European dealers were invited to
Torino and apart from the presentation they were told to ramp up service. No
more 'You want it, you buy it - otherwise get out' and 'Ohhh - your car
isn't running? Bring it over and jump on the bus to work'.

The car should be picked up and delivered to the customer's home and a
replacement car offered for the duration of the service. Showroom service
should include much (if not all) of the things discussed previously on this
list - cappucino, toys for the kids, silk scarf for the missus, Snap-on tool
set etc. (my projections - not actual items - YMMV).

Already in place is very favourable financing from Fiat Auto SpA which no
known banks can compete with.

During the first 7 months Alfa Romeo sold 100.000 new 147s and the goal is
that total Alfa production should be DOUBLED by 2008.

Also Fiat Auto SpA will be spending 700.000.000 Euro on advertising in 2002.

It seems to me that attitudes are changing in Torino and that marketing
efforts are being ramped up to prepare (among other things) for the US
reintroduction of AR. I wonder if we are beginning to see the hand of the
General coming into play. Sandro? Any comments from the mother ship?

Regards

Jacob Haagerup,
'75 GT 1600 Junior 'M'

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