Autoprotect Motor Trader Feature: Prime Location

A growing role for added value services

Marc Schwartz, Paint Protection Development Manager, AutoProtect Ltd

Establishing a new franchise site in a new location inevitably comes with challenges. The location on a high throughput roundabout on arguably the busiest road into Crewe will have been a great help; it will have been hard to miss that the site was coming.

Supporting this has been the type of proactive database and wider awareness building that will be crucial in creating a presence with both new and used buyers and those seeking aftersales support.

What will unquestionably help Swansway Jaguar is the new product line-up that Jaguar is delivering. Building on the sporting heritage of the marque and taking it into conquest sales territory with its new SUV and electric offerings.

The move next year by Jaguar into electric cars with the I-PACE is certainly fresh territory, but it also points to a wider change to the car retailing model. Less moving parts in electric cars mean that aftersales activity may decline. Certainly, battery upgrades may create a new sales opportunity but at AutoProtect, we believe that an evolution in profit centres must take place.

We see a greater role for added-value services such as paint protection, which fits very well with consumers’ desire to keep their new purchase in pristine condition and GAP/RTI insurances, which gives them valuable peace of mind; dealers need to widen the product portfolio and to make greater inroads with these into the sales model.

With its all-new customer base, now is the perfect time for Swansway Jaguar Crewe to start by addressing its product line up, beyond just cars, setting the tone now by making added value products an integral part of every sale will help them to meet the challenges ahead. I wish them all the very best.

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