Letter of the week
THE KEY TO BRAND LOYALTY
Will Rimell’s report on picking up his long-term Dacia Duster (28 May) and the feelgood experience of the bells-and-whistles handover from Renault London West struck a chord with me, as I have recently bought a pre-owned RX 450h from Lexus Cheltenham and enjoyed a similar experience.
The car was not new (although the as-new condition of it after the dealership’s pre-sale prep could have led you to believe otherwise), but my wife and I got the full treatment, with covers on the car, a bouquet for my wife and a big ‘Thank you for buying from us’ card.
I believe that such things are important these days, especially now with car sales to private buyers like me on the decrease in the UK. The price of the car was about half that of the upper range of their new cars, but we still left the dealership with the feeling that we were the most important customers they had. I’ve bought many high-end cars over the years, including from Jaguar, Mercedes-Benz, BMW and Porsche, but if in a few years’ time I look back at the day I picked up each of my vehicles, there will only be one that sticks in my mind.
Other dealerships should take note and understand the brand loyalty encouraged by Will’s excitement and mine during handover. It’s not rocket science, but it is important.
Stuart Crewe, Winchcombe, Gloucestershire