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Selling cars is entertainment and car dealers should do their best to make customers happy

Selling cars is entertainment and car dealers should do their best to make customers happy

Selling cars is working in the ‘entertainment business’, says a boss of a dealer group that still finds customer enjoyment and a special showroom experience vital.

Hendy Group chief executive Paul Hendy appeared on the Car Dealer Podcast this week, sharing his thoughts on what customers really want when buying a car.

‘We provide joy. This is a great experience and people spend a lot of money so let’s make sure this is something they stay away from that they feel good about,” he said.

When asked about the future of online car sales, he said, “We’re going to see a mixed approach, absolutely. My personal view is that in the totality of the market, the minority will still want to trade entirely online.

“At this point, people will still want to do their research, shopping and forensic work online, but we’re still seeing a significant population of our customer base that enjoys coming in, talking to the sales manager that they may already have a historical background on.” have experience. relationship with because we are part of the community.

“They spend significant sums of money, so they want to spend time on the process and get it right. It’s our job to facilitate that.’

In the extended discussion with the Hendy boss, he talked about how Mokes are selling across the country, whether dealers should be selling Range Rovers for more than list price and what opening the Tesla Supercharger network will mean for EV sales.

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After successful and profitable years for many dealers, Hendy commented on whether we’ll ever see results like we’ve seen recently.

“I think we would all like to aim for that level of profitability. Why not? We work hard and want a good return on our investments, but will we see the value of used cars rise again? Probably not,’ he said.

“I think that was absolutely extraordinary and not something the industry has ever seen before. I think there’s a certain dynamic that we won’t see again and the support from the government has obviously been extremely helpful.

“However, I think as everyone’s business evolves, matures, and when and when you buy companies and improve them, we hope to maintain our profitability there rather than some of those very unusual but welcome headwinds from last year.”

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