• Car Dealer Plus
No Result
View All Result
  • Latest
  • Used Cars
  • Live
  • Forum
  • Power 2020
  • Used Car Awards
  • CDX
  • Knowledge
  • Suppliers Guide
  • About Us
  • Latest Issue
  • Top 100
  • CD Plus
  • Latest
  • Used Cars
  • Live
  • Forum
  • Power 2020
  • Used Car Awards
  • CDX
  • Knowledge
  • Suppliers Guide
  • About Us
  • Latest Issue
  • Top 100
  • CD Plus
No Result
View All Result

Lockdown? What lockdown? November restrictions won't stop most car buyers shopping

New lockdown will prompt shift to more proactive digital approach

Home Car Dealer Live

Car Dealer Live: Why one car dealer expects to reach 50% of typical sales in November – despite being closed

Rebecca by Rebecca Chaplin
November 13, 2020
in Car Dealer Live
0

One English dealer group has said its expecting to do 50 per cent of its typical sales this month despite being closed.

John Smyth, director of Swansway, told Car Dealer that although November and December are usually tough months, this year will definitely have extra pressures.

However, he explained how Swansway has ‘become obsessed’ with its ‘digital presence’.

He said: ‘We’re looking to do 50 per cent of the sales we’d normally do, even though we’re closed. Then obviously we’ve got the Brexit question at the end as well.

‘There are some hurdles along the way but we’re quite good at overcoming those kinds of things in the motor trade.’

It’s more important to get your cars online than it is on your pitch

He joined a special Car Dealer Live with Ian Plummer, director at Auto Trader, and Mark Potter, head of UK sales at Jaguar Land Rover.

Commenting on the shift to digital, Smyth said: ‘It’s part of a dealer’s DNA now. It’s so, so important.

‘I often say it’s more important to get your cars online than it is on your pitch.’

Plummer was positive about the outlook of car dealers for the rest of the year, echoing some of Smyth’s points.

He said: ‘I think the outlook is pretty positive. We’ll still be selling some cars in November that were ordered in October and we’ll still be selling some cars in December that people were looking at in October.

‘The typical search journey lasts around 60 days.

‘It’s vital that everybody really looks at the positives, doing all of the things that we’ve learnt to do differently and the digital acceleration of the last few months.’

He added: ‘If brand’s haven’t got to that phase yet, maybe they didn’t think it was necessary yet, I think they’re seeing now that lockdown makes it necessary but beyond that it’s a permanent change.’

The trio discussed with presenter James Batchelor how the lockdown had affected their individual businesses with new digital strategies, and Plummer commented that ‘there’s absolutely no reason why we’d be going back.’

Potter added that the first three month lockdown had been ‘an intense period of R&D’ where people asked themselves ‘What have we got to do differently?’

42 per cent of people want to do more of the buying stages online

Consistency moving forward will be vital, said Plummer. He commented that many dealers are finding that making these digital changes aren’t as hard as we sometimes try to convince ourselves.

He said: ‘The focus on standout and consistency is the key. Making sure consumers see consistency across all of your different channels.

‘Then having that same experience on the retailer forecourt and that blended approach.

‘That shift you talk about definitely seems to have happened – and it seems like it’s a lasting one.’

He added: ‘If we look at the data today, nearly three quarters of consumers are saying they’re open to a click-and-collect solution or home delivery.

‘It’s fantastic to see that retailers have got themselves in a good shape to do that.

‘The vast majority of people are doing more online; 42 per cent of people want to do more of the buying stages online.

‘The industry is responding with the right measures here and making the shift that the consumer really wants to see.’

To watch the interview in full click play on the video at the top of this page

  • Register as a Car Dealer member and personalise your experience here
  • Car Dealer Mag issue 152 is out now – Read it here
  • Join our breaking news WhatsApp group – Click here to join now
Previous Post

Lockdown? What lockdown? November restrictions won’t stop most car buyers shopping

Next Post

New lockdown will prompt shift to more proactive digital approach

Next Post
Amazon in detailed talks with car manufacturers to sell vehicles online

New lockdown will prompt shift to more proactive digital approach

Want the latest news?

Sign up to Car Dealer's daily news email updates

Subscribe
How many car dealerships does each manufacturer have in the UK? Car Dealerships Locations List 2021 revealed
News

How many car dealerships does each manufacturer have in the UK? Car Dealerships Locations List 2021 revealed

February 24, 2021
Used Car Awards with Mike Brewer and James Baggott graphi
News

Who won what at the Used Car Awards 2020? Mike Brewer reveals our winning car dealers

February 11, 2021
Car Dealer issue 156 front cover and Used Car Awards
Online Magazine

Out now: Car Dealer issue 156 features our Used Car Awards, H.R. Owen CEO Ken Choo and lots more

February 23, 2021
Used car market stronger than ever as August sees sales up by nearly 50 per cent for Big Motoring World
News

Opinion: Here are 10 reasons why I think there’ll be a rapid recovery in car sales when lockdown ends

February 16, 2021
Trophy Cars forecourt
News

Investigation: Meet the hyper-specialist car dealers making their money from weird and wonderful motors

February 11, 2021
Become a Car Dealer Plus member and get more out of this website including free legal advice
News

Become a Car Dealer Plus member and get more out of this website including free legal advice

January 15, 2021
Car Dealer Top 100 – The list in full of the most profitable car dealers in the UK
Car Dealer Top 100

Car Dealer Top 100 – The list in full of the most profitable car dealers in the UK

February 10, 2021
Bitcoin ATM terminal
News

Will car dealers in the UK accept Bitcoin for payment? Dealers speak out after Tesla plans to accept cryptocurrency 

February 18, 2021
  • Latest
  • Used Cars
  • Live
  • Forum
  • Power 2020
  • Used Car Awards
  • CDX
  • Knowledge
  • Suppliers Guide
  • About Us
  • Latest Issue
  • Top 100
  • CD Plus
Call us: 020 8125 3880

© 2020 Blackball Media

No Result
View All Result
  • Car Dealer Plus
  • Latest
  • Used Cars
  • Live
  • Forum
  • Power 2020
  • Used Car Awards
  • CDX
  • Knowledge
  • Suppliers Guide
  • About Us
  • Latest Issue
  • Top 100

© 2020 Blackball Media

Log In
Register
Register
Server C