11:49 am, January 21, 2012
BATCH hates it when I get ‘an idea’. It normally involves lots of emails, stress, and a headache. And this month’s cover story was the recipe for the perfect migraine-inducing storm.
As a regular reader of Car Dealer you’ve probably guessed we like to do things a little differently. So when I floated the idea of putting people on the cover, instead of a car, for the first time it was met with a muted response.
But then these weren’t going to be just any people, I explained – I wanted to get together 10 of the biggest names in the motor trade, those in positions of power with a direct ability to influence the automotive world.
I mentioned some names and the team warmed to the idea (they had little choice). My plan was – in my mind at least – a simple one: Quiz the business leaders and find out what they really think 2012 holds for dealers.
We’ve all been watching the news and hearing the rumours – that this year we’d slip back into recession. I wanted our interviewees to answer five simple questions that couldn’t be spun, or manipulated, but simply got their opinions on the points that really mattered.
SHOOT
It was no mean feat getting these guys together either. We wanted all 10 to be at our photoshoot and as you’ve seen on the cover pictured above, two of the top 10 had to pull out (but still answered our questions). That said, eight top-level chief executives, chairmen and MDs of some of the UK’s most forward-thinking firms isn’t bad going, is it?
One by one our influencers arrived for their date with our snapper Matt at our London location. All interviews had taken place before the shoot so they knew they wouldn’t be grilled, which put most of them in a relaxed mood.
I spent the first 40 minutes chatting to Pendragon boss Trevor Finn. He’d arrived two hours early and in between showing me projections on his iPad and fielding calls from people trying to sell him Porsches, he was amazingly open and candid.
His stories could fill a book, but it was his enthusiasm for the trade and for cars that really struck me. Finn is a petrolhead – just the kind of dealer we like to cater for with Car Dealer – and he told me how much he enjoyed poring over the latest cars in the mag.
As the other influencers trickled in, I got the chance to chat with all of them over tea and biscuits. Tony Whitehorn, boss of Hyundai UK, joked about me trying to catch him out for a story.
‘It’s funny, James,’ he said. ‘When I read your pieces I never quite remember saying what you say I said.’ ‘That’ll be the wine I’ve plied you with first,’ I replied.
Peugeot’s Tim Zimmerman told me about his time in China and the surprising similarities between retailing there and in the UK, while Toyota’s Jon Williams seemed delighted to just be back at work. But it was Mark Terry, Chevrolet boss, who arrived at the shoot on his day off that really impressed. That’s dedication to the Car Dealer cause for you!
It was amazing to get together some of the industry’s most-talented brains and hear their opinions. And, to be honest, I actually feel a lot more positive about our prospects for 2012 now, than I did before chatting to them. I hope you do too.
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