6:02 am, September 11, 2013
LAND Rover’s global director John Edwards has asked Car Dealer to deliver his UK network a rousing message: Things are just about to get even better.
The boss of the British manufacturer used an interview with Car Dealer to get a feel-good message across to his network and explained things may be looking good now, but wait until they see what’s around the corner.
‘I love the dealer network in the UK,’ he explained, in an exclusive interview at the Frankfurt Motor Show. ‘I was MD of the UK for three years through the recession, from 2008-2010. These were very difficult times and as a franchise and network we worked very well together.
‘But it was tough. Now their loyalty through those hard times are starting to be rewarded and they are reaping the benefits.’
Edwards was referring to the recent launches of Range Rover and new Range Rover Sport – both of which have received rave reviews and strong orders. Couple this with on-going success for Evoque, which still enjoys a healthy order bank, and continuing sales success for its other models and it’s clear to see why Land Rover dealers are in good shape.
Edwards added: ‘I happen to know – because they call me often – that our dealers in the UK are enjoying the good times.
‘Now is the time to invest for the future so my message to them is this: I’m thrilled that you are doing well, but let’s make sure we invest.
‘Whether that’s in people, training, customer service – whatever it is we have to build this brand. We are very ambitious and want to really establish Land Rover as a serious and powerful brand.’
Edwards added that perhaps a decade ago the maker was regarded as a ‘cottage industry brand’, but now it is taken seriously – and that means investment is needed from its dealers too
He said: ‘If dealers are profitable then they’re happy and they are investing in the future. As long as none of us get complacent, and we all keep focused on the vision, then we will get there.
‘My message to the network is simple: Stick with us and keep working hard and the rewards will get even greater.’
A full interview with John Edwards will appear in the next issue of Car Dealer. Subscribe to our iPad App free of charge here now to make sure you don’t miss it
