As we have been considering our marketing strategy for the future, this is the question that comes up. What brings you back to your car dealership? Any ideas would be appreciated.
When Shaker SAAB was still in Shaker Heights, I kept going back for a number of reasons: (1) the parts guy was very knowledgeable, (2) the service writer listened and seemed trustworthy, and (3) they had old collector SAABs parked in the service area (I’m a SAAB nut). The dealership had some negatives though. It was located in a poor neighborhood, the building was old and unimpressive, the lot next to the dealership was gravel, and they didn’t have free Cappuccinos or donuts. But something kept me returning to that dealership. I actually wanted my car to have a problem so I could visit as often as possible. They got me to drive from Painesville to Shaker Heights for repairs. I think that says something about their rapport with customers.
P.S. Another related question: What keeps you from returning to a car dealership?