• 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

James Litton: When should fierce growth strategy stop?

James Litton by James Litton
March 11, 2016
0
Home News

I AM sure many of you have been enjoying the BBC’s adaptation of War and Peace.

For those of you who haven’t, nor perhaps have the appetite and staying power required to read the novel, it is a story of humankind set during the Napoleonic Wars – in particular, love stories of Russian gentry who are under threat from the Republican French would-be conqueror.

Napoleon’s campaign to conquer Russia saw one of the most famous Pyrrhic victories (one where the cost of triumph is greater than defeat) in global warfare: the Battle of Borodino, which was fought on September 7, 1812, and left at least 70,000 casualties out of some 250,000 combatants.

With Moscow under threat, the Russians dug in at Borodino and waited for the French to attack.

While the casualties on both sides were severe, by the time the French finally took Moscow there was no prize to be had, and two months later they were in full retreat and disarray.

Now, what on earth does all this have to do with the car trade, I hear you cry?

With the faint hum of Auld Lang Syne growing ever louder, BMW appeared to take action to nip in front of Audi to finish the year some 600 units ahead of its four-ringed rival.

A quick scan of the BMW used car locater may suggest where some of this closing action came from, but the wider question remains, at what point does this aggressive growth strategy cease to make sense?

To be fair to my former employers from Stuttgart, Gary Savage’s frank interview conducted by James Baggott confirms that while Mercedes is aware that some pre-registration exists, the majority of its growth has come in retail and fleet sales.

The top ranking in the NFDA survey would suggest that whatever Mercedes is doing, the network is happy with it.

BMW’s ‘achievement’ is even more impressive when you factor in the lack of an A1 competitor – a significant contributor to the Audi volume.

I am sure that all three German brands have sustainability at the heart of all of their UK growth strategies, and I for one will be watching with interest now that I am on the outside looking in.

Who is James Litton? James is general manager – director of Volvo Cars Poole. He always has something to say about the industry he loves.

MORE: Sinclair Group named as Mercedes-Benz retailer of the year

MORE: New head of business named at Lookers Audi Edinburgh

MORE: CDX is THE place to share online expertise

On SuperUnleaded: Pranksters Turn The Isle Of Wight Into Jurassic Car Park

Previous Post

Trade Plates News: Carwow in Germany, SMMT on leaving the EU and positive figures in February

Next Post

AA Garage Guide announces new partnerships with the IMI and Motor Codes

Related Posts

Ben launches ‘Breakout for Ben’ industry challenge to raise £1m
News

Ben launches ‘Breakout for Ben’ industry challenge to raise £1m

January 12, 2021
CarGurus and Pistonheads combine into one product to increase audience reach
News

CarGurus and Pistonheads combine into one product to increase audience reach

January 12, 2021
News

Auto Trader’s Rebecca Clark wins top gong in Automotive 30% Club’s most inspiring women of the year awards

January 12, 2021
Carwow enjoys healthy car sales in June – despite nationwide drop
News

Car dealers are ready for action in spite of lockdown, survey reveals

January 12, 2021
Jan 12 round-up: Covid rule-breakers fined; Supermarket mask clampdown; New traveller rules; VW e-Golf values
News

Jan 12 round-up: Covid rule-breakers fined; Supermarket mask clampdown; New traveller rules; VW e-Golf values

January 12, 2021
Used car market stronger than ever as August sees sales up by nearly 50 per cent for Big Motoring World
News

Outdoor car lots can stay open in Scotland – and solo test drives can take place as well

January 12, 2021

Want to receive the latest news?

Sign up to the Car Dealer daily news briefing for the latest news and advice during these unprecedented times.

Subscribe Now
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

December 21, 2020
Used Car Awards Shortlist: Find out who made it through mystery shopping and are now in running for our gongs
News

Used Car Awards Shortlist: Find out who made it through mystery shopping and are now in running for our gongs

January 6, 2021
Investigation: Should car dealers be selling and delivering during lockdown?
News

What do we know about online used car dealer Cazoo? Who is Alex Chesterman? And will Cazoo float on the stock market?

January 5, 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 5, 2021
Used car dealer Cazoo accused of online-only U-turn as it sets up physical sites and closes Imperial dealerships
News

Comment: Why Cazoo founder was naive to label this used car sales business as ‘flawed at every level’

December 1, 2020
Car Dealer Power

Car Manufacturer of the Year – Where did your manufacturer rank in Car Dealer Power 2020?

November 23, 2020
Investigation: What do car buyers want from online car sales? New research reveals customers’ likes and dislikes
Car Dealer Live

Investigation: What do car buyers want from online car sales? New research reveals customers’ likes and dislikes

November 28, 2020
Car Dealer Power

The best car dealer suppliers named in the Car Dealer Power Awards 2020

November 26, 2020
  • 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