Audi dealer turns corner and moves up a gear
headlines in the national newspapers paint a depressing picture of the UK motoring industry. That's especially so when you read of sales plunging 30 per cent in March, traditionally the month when up to a fifth of yearly new cars are sold.
headlines in the national newspapers paint a depressing picture of the UK motoring industry. That's especially so when you read of sales plunging 30 per cent in March, traditionally the month when up to a fifth of yearly new cars are sold.If you add in factory closures or short-time working, redundancies and Government financial assistance to the likes of Jaguar Land Rover, it seems a sorry state of affairs.
But, thankfully, there is good news amid the doom and gloom. firms are selling cars, new and used, and looking ahead to the immediate future with confidence.
That’s the scenario at city Audi dealership Peterborough Audi, part of the long-established family organisation the Cooks group, which has good reason to be positive and upbeat.
Last month saw the company sell 109 new Audis, which is up 24 per cent on the March 2008 figure of 88. It also equates to hitting 120 per cent of target, an impressive achievement which puts it second in the national league of 135 Audi dealerships for the month. Year to date, Peterborough Audi, which says that all models are selling well, is fifth overall.
The used car market is also healthier, up 20 per cent with an increased demand for older models, that is three to five-year-old cars.
Head of business Simon Holdich is buoyant about his firm’s future prospects, but does admit to having had some dark moments.
“The last six months were difficult, and there were tough days, times when I did wonder where the next sale was coming from,” he said.
“In october, we restructured the business, cutting costs and making six staff out of 54 redundant. But we remained positive; our approach was to come to work thinking we’re going to have a good day, not the opposite.
“Throughout the difficult times, Audi UK remained very supportive to customers, offering special deals, low APR finance rates and even deposit contributions, and still is.
“After a slow start to 2009, things have picked up and we feel we have turned the corner, albeit with cautious optimism.”
Key to Peterborough Audi success is customer care, in the present and the future. Central to that philosophy is the 1 million showroom extension which was completed late last year.
A massive investment by the company, supported by Audi UK, it created a showroom whose capacity increased from eight to 13 cars, and accommodates the flagship R8 sportscar. Peterborough Audi is a specialist Audi R8 Centre.
The new facility brings with it an enhanced customer experience.
“This is an investment for the future, we are here for the long term,” added Mr Holdich.
The new showroom, coupled with the strong image of the Audi brand, has made a big impression on customers.
The company’s marketing strategy has played its part, too.
Group marketing manager Alex Gray said: “We target existing customers by personal letters and telephone calls to build personal relationships – from initial purchase through to MOT and beyond. We want customers to be with us long -term, and many are.”
This caring attitude was recognised in the business community when Peterborough Audi won the Customer Care category at the 2008 Evening Telegraph Business Awards.
Mr Gray was also keen to point out there probably wasn’t a better time to buy an Audi than now. But he would say that, wouldn’t he?
The arguments, though, are pretty convincing. Interest rates are very low, finance is attractive and there are worthwhile deals. There is an Audi model to suit almost everyone, from a three-door hatchback A3 to the top-end R8 sportscar.
The range of new Audi models keeps on coming, seemingly unabated.
This month sees the arrival of the Audi S4, May will see the A5 Cabriolet and the V10 version of the R8, followed by the A4 all road in June, the TT RS in the summer and the A5 Sportback in October. In addition, a new range of super-efficient engines comes on stream this month.
The larger showroom was essential to accommodate the expanding range of new Audi models.
Not just cars, there is also a dedicated waiting area, private offices in which to discuss business, with all staff – sales, service and parts – on the same level.
“I like to think we are re-investing our customers; loyalty and goodwill given to us over the years,” added mr Holdich.
To contact Peterborough Audi, Papyrus Road, Werrington, Peterborough, call 01733 384444.
Email to a friend
Print this page - Popular
- Most comments
- Most shared
Looking for...
Featured advertisers
Local pages
Looking for a...
Jobs
Search for a job
Motors
Search for a car
Property
Search for a house
Weather for Peterborough
Thursday 18 March 2010
Today
Sunny spells
Temperature: 2 C - 8 C
Wind Speed: 14 Knots
Wind direction: North west
Tomorrow
Sunny spells
Temperature: 2 C - 10 C
Wind Speed: 18 Knots
Wind direction: North west
Your view
Please sign in to be able to comment on this story.