Good start for dealership

Time 10:09 am, September 11, 2012

DELIGHTED bosses at Brayley Cars say their new dual-franchise operation in Harpenden, Herts., is performing well ahead of expectations three months after its launch.

Owner Paul Brayley said the new outlet, selling Kia and Mazda cars, had been well received by local residents and that he was very pleased with its progress. The new venture represented a 25 per cent expansion of the group.

The site had lain dormant for more than 10 years, but following a complete refurbishment after Brayley acquired it in February, the new dealership is the only new car showroom in the town of 30,000 people.

First-quarter projections reflect an ‘above expectation’ first period and the site’s unique position has influenced its early success.

The company’s owner, Paul Brayley, said: ‘We have been delighted with the response from local residents, who’ve made us feel very welcome. We’ve been running promotions to engage the community and encourage footfall, which has proved a good way of getting the pulse of the market.

‘Sales of new and used units have been brisk and workshop activity has been particularly buoyant. Our new location has been well received.’

Brayley also predicts stronger year-on-year returns in 2012 with his four Honda franchises, located across the northern M25 territory, which have shown equally impressive sales. Year to date, the group has achieved 116 per cent of target.

Good old-fashioned service

Brayley said that last year his Honda dealerships were like ‘pubs with no beer’ after the earthquake and tsunami in Japan meant stock was hard to come by. But he has been impressed by the marque’s turnaround and has welcomed Honda’s new investment at its Swindon production plant.

‘Despite the continuing fragility of the economy, we’ve seen robust increases in sales performance at all our Honda sites and are confident of exceeding our targets,’ he said.

‘Last year was particularly difficult but we stuck to our principle of providing good old-fashioned service and this has come full circle. The pending arrival of the all new CR-V and 1.6 Civic diesel, both of which are built in Swindon, gives us significant optimism for 2013.’

Dave Brown's avatar

Dave, production editor on Car Dealer Magazine, is a journalist with more than 30 years' experience in the worlds of newspapers, magazines and public relations.

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