• 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

Mazda showroom revamps ‘relatively easy and cost effective’

Car Dealer Magazine by Car Dealer Magazine
December 18, 2014
0
Home News

050912-1-mazJAPANESE manufacturer Mazda has been revamping its dealerships across Europe to match the sharp lines of its current model range, reports Chris Lloyd from the LA Motor Show.

The manufacturer’s European president and CEO, Jeff Guyton, expects that by the end of 2015, around 80 per cent of European dealers will have adopted the new look and style of showroom.

Key to the revamp is a more natural appearance, which features lots of wood and blends in a more technical exterior design to reflect Mazda’s history as an engineering company.

While dealership updates may be an extra expense for retailers, Guyton says: ‘What we’ve tried to do is make it relatively easy and, we think, quite cost-effective.’

The response from the first pilot dealership shows an increased closing rate and better retained margins too, the Mazda boss adds.

We’re told that changes to showrooms will include ‘a much greater focus on digital tools in the showroom in terms of demonstrating product features’. Also set to change is the customer experience. Guyton told us: ‘What we’re trying to do is give people a different feeling and be positively surprised by the passion of the network for the Mazda brand.’

The aim of this shift in culture is to focus on how customers feel: ‘The intention is to get our dealers and our employees to think in reverse, which is to say: ‘‘What experience do I want this individual to have of my brand? Now how do I need to act to deliver that?’’ ’

Mazda, however, is not planning to be prescriptive about how this is achieved by telling dealers to offer every customer a coffee or to recharge their phone, for instance.

‘We’ll leave it up to the retailer to figure out what it is for that customer that makes it positively surprising and an engaging experience.’

On the cusp of a sales boom

‘LAST IN, best dressed.’ This is how Mazda’s European president and CEO, Jeff Guyton, describes the latest entrant to the small off-roader market, the new Mazda CX-3.

Along with the new 2 supermini, the CX-3 is set to be a big hit, claims Guyton, with dealers on the cusp of rapidly increasing sales: ‘Dealer profits clearly are increasing around Europe and we see in the year coming up quite a big opportunity to increase throughput in the UK with Mazda 2 and CX-3.’

With several new and updated models in the pipeline, what this means is that in a year’s time the recently-released Mazda 3 will be the oldest model in the range. ‘That gives a great opportunity to see better margins on renewed cars and also hopefully a lot of trade-in business that can make some money with the used cars as well,’ adds Guyton.

However, with so many updates to the Mazda range on the cards, getting the training and marketing ready for these upcoming models is crucial to their success, he states.

As to whether dealers can keep up with the pace of change, Guyton responds: ‘I think they can. We’re going to put quite an effort behind training and education this year. There’s no doubt it will be a tough year in that respect to keep up with that change.’

MORE: An open letter to a yob from a cheesed-off Mazda 6 Tourer

MORE: Auto Influencers: It’s going to be a pretty good 2015

MORE: Jennings Motor Group helps Salvation Army Christmas appeal

Previous Post

VIDEO: The 12 Days of Christmas, courtesy of Swansway Group!

Next Post

On its way in spring 2015, Mazda’s new small off-roader

Related Posts

Investigation: Why semiconductor crisis could hit new car supply and make March even tougher for car dealers
News

Investigation: Why semiconductor crisis could hit new car supply and make March even tougher for car dealers

January 24, 2021
GDP could take five years to return to pre-coronavirus level and joblessness set to more than double
News

Three men arrested over £6m Bounce Back Loan scam

January 24, 2021
Jan 24 round-up: Covid strikes DVLA offices; Testing for retail workers; Record jabs given; BMW i4 testing
News

Jan 24 round-up: Covid strikes DVLA offices; Testing for retail workers; Record jabs given; BMW i4 testing

January 24, 2021
Nissan Juke reaches a major production milestone
News

Comment: Why Nissan can live with the Brexit deal and Sunderland jobs are safeguarded… for now

January 24, 2021
Heycar scores as official broadcast sponsor of FA Cup on BT Sport
News

Heycar scores as official broadcast sponsor of FA Cup on BT Sport

January 24, 2021
Investigation: Going, going, gone? Could Covid signal the end of the physical car auction?
News

Investigation: Going, going, gone? Could Covid signal the end of the physical car auction?

January 24, 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
Video: How do you buy a used car online and get it delivered to your house? We put online car dealer Carzam to the test
Car Dealer Live

Video: How do you buy a used car online and get it delivered to your house? We put online car dealer Carzam to the test

January 23, 2021
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
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

January 20, 2021
Car Dealer Live: Data shows there are buyers out there and they want new cars via click and collect, say What Car? team
Car Dealer Live

Car Dealer Live: Data shows there are buyers out there and they want new cars via click and collect, say What Car? team

January 20, 2021
Stellantis: What is it? Which brands does it have? And what does it mean for customers and dealers?
News

Stellantis: What is it? Which brands does it have? And what does it mean for customers and dealers?

January 24, 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 Live: Top tips for car dealers to keep business and spirits high during national lockdown
Car Dealer Live

Car Dealer Live: Top tips for car dealers to keep business and spirits high during national lockdown

January 23, 2021
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