The trend for technology in today’s automobiles is still high on the list of buyers, especially those who own what J.D. Power identifies as the “non-premium” vehicles. In reading an article reviewing their 2015 APEAL Index survey, there was one point that jumped out to me and it is certainly information to be shared with salespeople.
J.D. Power spokesperson Renee Stephens, in noting that more non-premium brands are available with tech features that used to only be found in premium brands, explained: “The positive impact these technologies have on owners is more pronounced among non-premium owners. In fact, owners of non-premium vehicles that include the latest technology register higher APEAL scores by 50 points, compared with just a 29-point increase among owners of premium vehicles with the same technologies.”
Technology comes with a price, which is exactly why premium brands introduced tech features first. But to see that non-premium owners are so satisfied with tech features in their vehicles is a positive selling point, worthy of mentioning in the walk-around of the non-premium vehicles. There are so many different attitudes towards technology especially by age group. These are the kind of numbers that overcome objections.
John Paul Strong: As owner of Strong Automotive Merchandising, a company that increases traffic up to 1,000% for dealerships, Strong lives by the simple concept that your attitude affects your success. Without a positive mind set he would not have been able to grow the company over the last decade from just 10 to over 80 full-time employees. The rapid growth is thanks to his ability to keep the company on the forefront of technology, market changes and an infectious talent to motivate and keep employees striving to fulfill their potential. His beginnings in direct mail gave him the tools and skills to develop incredibly successful marketing plans. From there he moved on to traditional forms of media and has now mastered the dynamic world of digital and social media advertising.
With over 150 dealers to please, Strong takes a hands-on approach and personal attention to detail in all aspects of marketing strategies. His expertise in plan development gives him a keen sense on how to maximize a dealer’s budget and ultimately increase their bottom line. Strong is a passionate speaker in the automotive industry. He has authored two books on creating next day traffic. He graduated from the Executive Education Program at the Harvard Business School. Strong received a B.A. in Communication Studies from the University of Montevallo. He lives with his wife and three children in Homewood, Alabama.