It’s been said that “back in the day,” dealers would paper over the showroom windows to add to the suspense of new models coming. Today, you would have to paper the windows every other month to herald the arrival of a new model. Still, there is an increased buzz all across the industry as some game changers are rolling out for 2013. Nissan has the Altima, Honda the new Accord, Chevy the next Malibu, and Ford the new Escape, just to name a few.
Two words come to mind that are relevant to the unveiling of new 2013’s: educate and excite! These new vehicles are arriving on your lot with levels of technology capable of generating incredible buyer interest. This is why your salespeople MUST know the vehicle benefits at a walk-around level. From a merchandising standpoint, you need to begin a calculated owner-body assault inviting them into your dealership to experience these vehicles.
No need to paper the windows, but you can roll out the red carpet. These new models are tomorrow’s stars, so give them and your customers the VIP treatment they deserve!
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive Merchandising.