Dealership's Extreme Makeovers

Dec 22nd 2005 at 2:30PM
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.
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