You are here:
Auto News >
Dealership's Extreme Makeovers

Dealership's Extreme Makeovers

Posted Dec 22nd 2005 2:30PM

CommentsAdd

Remember when we reported the lengths dealerships were going to attract customers? Well, apparently that report was the tip of the proverbial iceberg. Roger Beasley Mazda Central, for example, has a self-service cafe with fresh fruit and pastries. Over at Don Hewlett Hummer, customers can test-drive the full-sized SUVs on an obstacle course. Still other dealerships across the nation are installing:

Beauty salon/barbershop
Putting green
Rock-climbing wall
Boutiques
Massage parlor
Bowling alley

Many of these changes are to not only attract new customers in the currently fierce market, but to retain them for future purchases as well. "You want repeat business across the broad spectrum," said Paul Taylor, chief economist for the National Automobile Dealers Association in McLean, Virginia. “A dealership that is more attractive for customers makes them show up more often."

We're not complaining. Now we're just waiting for an autocross course for a Mazdaspeed6.

Category: Car Buying, Trends

New Features From Our Partners

Car Finder Helps You Find Your Perfect Car
Automotive Topics In-Depth
How To Read A Vehicle History Report

2010 New York International Auto Show

Add a Comment

Sign in »

10 Comments

Filter by:

Richard Warren

So why is bad to have additional services, when car washes offer flowers, shoe shine, gift shops, high end candy, jewelry and more? Same for some of the new grocery stores.

Hey, if my car is in for service and I decide to wait, if the barber is a good one, I'll get a trim, and what I really like as a luxury is a good shoe shine. If I can get that done while the car is getting done, more power to them.

If the services offered are good and priced right, folks might stop by for that and then look at a car.

So long as they treat you right on the car sales/service side, it's extra money for them and more services for the customer. And hey, who said profit was a nasty word?

December 24 2005 at 10:35 AM Report abuse Permalink rate up rate down Reply

Phil L.

I can live without spiffy dealership features.

And don't spend time or money adding expresso machines until you've got a competent service staff that knows how to correctly fix things the first time.

As a DIY-er, I'm really far more interested in a knowledgeable parts counter, with good stock and reasonable prices. If I don't feel like I'm being ripped off, I'm more likely to buy OEM parts than aftermarket.

December 23 2005 at 11:49 AM Report abuse Permalink rate up rate down Reply

Elias

I got my Audi at The Collection, and I don't mind waiting there for my car to get serviced for several reasons... first off, they carry high-end cars, so it's always fun to walk around and sit in all the Maseratis, etc. Plus they also have a self-serve espresso machine, along with snacks and beverages. There's a high-end shopping center about a block away, so that's not a bad way to kill an hour, either. Recently I went to the Mercedes dealership to pick-up my mom's car, and they had a nice waiting room with plasma TVs, several internet-connected computers, and several phones to make calls.

-- Elias

December 22 2005 at 10:56 PM Report abuse Permalink rate up rate down Reply

Road Tester

Have to agree with Bigel (#3). What is all this stuff worth, when you don't trust your car dealer. The best way to secure repeat business is to give the customer the feeling of being in good hands.

When I go to a dealer to have my car serviced, it's a lot more important to me he does it correctly and for a good price, than having the choice between a Beauty salon, putting green, rock-climbing wall etc. Most people don't have the time to stay at the dealership during services anyway. But if their car breaks down due to wrong maintenance, that is something they remember.

December 22 2005 at 6:53 PM Report abuse Permalink rate up rate down Reply

Finding things for people do to while their car is being serviced (or if there is a wait at to get into the finance office) should be a bigger concern to dealerships. However I think when possible it would be more cost effective for dealers to partner up with other area businesses to provide options while customers wait. Perhaps a voucher for the coffee shop across the street or a coupon for 5% off at a nearby department store. Something like that has to make more sense financially than taking on the entire overhead for similar services exclusively for customers. Dealers that are not located near such businesses have it a little harder. They might have to provide a free shuttle to partner businesses. In my days as an employee of a dealership we often suggested customers waiting for service go to a major book store chain / Coffee shop located down the street. Many people went despite the fact that they were given no incentive. Imagine if we could have offered them a discount.

Now, things like off-road courses and autocross courses are a different matter. I think they would be an excellent draw if it fits the brand. (Buick, for example, would have no use for it) I bet many customers interested in buying a Hummer would drive past three other Hummer dealers to get to the one with an off road course.

December 22 2005 at 6:42 PM Report abuse Permalink rate up rate down Reply

Brian

Personally, I think the US auto retail channel is one of the industry's biggest problems. The fact that they're allowed to alienate prospective customers via their "bait and switch" pricing on new models sucks. Case in point: I wanted to buy a new T-bird when they came out. I was #3 on the waiting list in my market and had a "verbal" from the dealership on the price - MSRP. When the time came the deal called and informed me that the price was $42K - far more than the MSRP discussed (I know, shoulda had it in writing). As it ends up, it's a damn good thing I didn't get the car because it ended up being a huge disappointment, BUT Ford definitely lost a customer that year.

Also, look at the issues GM is having pairing down their HOPELESSLY bloated product/brand lines! Are they having these issues because consumers are attached to Buick or Pontiac? NO, they have to walk on eggshells because of the retail channel!

I say they should loose the whole bunch; completely change the paradigm. Establish regional (market area) "test centers" and sell cars directly to consumers via on-line ordering and fulfillment. Imagine the cost savings of this model. The dealers will, of course, bitch and sue but, in my opinion, they don't deserve our business and their unethical behavior warrants such extreme moves.

December 22 2005 at 5:41 PM Report abuse Permalink rate up rate down Reply

matth

Both of those dealerships are in Texas. Because everything is bigger in Texas (I'd imagine the mark-up as well).

December 22 2005 at 3:46 PM Report abuse Permalink rate up rate down Reply

Simone

Nah, forget all that. Honesty, integrity, and customer service would go a long way towards earning my repeat business. Best of all, it'd cost dealerships nothing.

December 22 2005 at 3:25 PM Report abuse Permalink rate up rate down Reply

Steve_S

Cant say I see the need of a barbershop but Id appreciate a big screen TV and decent coffee at a dealership when you are waiting on a repair.

December 22 2005 at 2:56 PM Report abuse Permalink rate up rate down Reply

Doogs

Carmakers are cutting back free maintenance programs left and right to "cut dealer costs"...but somehow climbing walls and bowling alleys are good to go? I mean really...who's going to climb the rock wall? How much will the insurance cost? What about staffing it?

Here's an idea. Make the dealerships warm, clean, and more inviting. Give people more to do while they wait...a couple of TVs in the service lounge, up to date reading material, complimentary soft drinks and coffee (or splurge if you're a luxury brand). Video games for the kids.

It's not a matter of distracting customers with rock walls and boutique shops, it's a matter of making them not hate the experience of going to the dealership.

The outside stuff...the obstacle course and whatnot...that's different. It is a means to demonstrate a vehicle's capabilities to a potential buyer. An autocross course at a Mazda dealership...fantastic idea. Much better than fruit baskets.

December 22 2005 at 2:56 PM Report abuse Permalink rate up rate down Reply