“Ultimate Luxury Car Experience”
Author: Mike Edwards, Chief Sales and Marketing Officer
It’s not every day, a Grand Prix driver opens a new Ferrari dealership. Which is precisely what Scuderia Ferrari F1 driver Carlos Sainz did recently, opening the latest part of the H.R. Owen multi-franchise site in Hatfield, which will house Bentley, Ferrari, Lamborghini and Maserati.
An ambitious project representing the biggest and arguably boldest project in H.R. Owen’s history, It’s much more than the premium car super centre for which it will be recognised. The refurbished footprint features some interesting future thinking for which the business must be applauded, notably luxury dining, personalisation and sustainability initiatives.
The thinking behind these initiatives should not be reserved for the premium car market. Leveraging greater value from existing assets and reducing operating costs by focussing on sustainability needs to become a trend as traditional profit centres get squeezed.
H.R. Owen Bentley brand director John Stone’s explanation of the sustainability measures in place is compelling. Heating, lighting and water costs represent a significant overhead for many retailers. Cutting these makes sense, apart from the obvious environmental benefit. Even the smallest dealership should be looking to retrofit measures, and H.R. Owen provides an excellent case study.
I’m also impressed by moves to open new profit centres by optimising the square footage of a dealership. Leading retail chains view profit per square foot as a critical metric. The motor trade can learn from this. With parking, E.V. charging and valet facilities, what’s to stop retailers from opening parts of their premises for meetings from groups to one-to-one catch-ups? Hotel reception areas point the way. Once they were lounge areas, now they are bustling coffee shops – and they often charge for parking… Increased car personalisation and accompanying leisure wear is another profit opportunity – lust look at F1!
We’re proud to be working with H.R. Owen – a great case study on being more than just a car sales emporium, but then with the brands on offer, it never was!
Read the full story here.