Speed Dating For Car Buyers
Published: 8th January 2005
In recent years changes by the EU Government in the way new cars can be sold and serviced in Europe, known as Block Exemption legislation, has enabled non-franchised dealers and direct selling agencies to offer the general public new cars direct.
Manufacturers and importers can no longer dictate that their new cars can only be sold and serviced by franchised dealers.
This has opened up the market to consumers and has generally resulted in more cars becoming more affordable and more competitive in price as sellers compete for sales.
Driving Seat is launching a new way of trying and buying. Their first ‘speed dating’ try and buy programme starts on 22 January 2005 at Longcross near Chertsey.
The Driving Seat company is run by Sandy Muir, formerly with Michelin Tyre plc. He says his exposure to the inside of the automotive industry inspired him to tackle car buying from the customer’s perspective.
Muir said, "Our aim is to provide independent advice to car buyers together with a service which saves time and hassle. To achieve this we believe prospective buyers must be able to make direct comparisons between competitive products".
"It is our belief that the single franchise new car retail system is, by its very nature, unable to provide independent advice. We believe it was, and is, designed to serve the needs of the car maker rather than their customers"
"There are a range of internet based automotive retailers that have attempted to simplify the car buying process. However, none of them offers test drives or the touch and feel experience expected by the prospective car buyer when making such a significant financial commitment. Driving Seat is focused upon providing a superior service within these key parts of the car buying process. It is our aim to offer a service comparable to that provided by an independent financial adviser - rather than a bank, or available from Carphone Warehouse - rather than a mobile network’s ‘brand experience" said Muir
The Driving Seat service allows the prospective buyer to test drive a selection of up to four cars from different manufacturers on a track or proving ground in return for a £250 fee. The cost of the fee is then deducted from the price of the car purchased. Currently medium, large, executive, up-market hatchbacks, roadsters, coupes and 4x4s are available and these sectors will be added to in the future.
Driving Seat works in partnership with leading multi-franchise automotive retailing groups, including H.R.Owen.
Initially Driving Seat events are aimed at the London and the South East catchment areas of the UK before being rolled out for the rest of the country. Up to 48 customers can be accommodated at each test day and twenty events have so far been scheduled in the first three months of 2005.
Driving Seat say their process does away with high pressure selling experienced in traditional new car dealership. It provides an instant comparison between similar brands, it provides an easy way to order, ultimately pay for and receive the car and it establishes a link between the dealer and the customer for future vehicle servicing.
Muir said, "The range of franchises held by each of these groups means that, unlike car makers, they don’t mind which make of car a customer ultimately chooses. Between them they hold more than 30 different automotive franchises in the UK, including, Audi, BMW, Jaguar, Jeep, Land Rover, Lexus, Mercedes, Porsche, Saab, Volkswagen and Volvo".
During the test drives, an experienced driver will accompany potential customers.
The Driving Seat experience lasts approximately 3½ hours and is bookable as a morning or afternoon session. ‘Drive time’ on track will typically account for a third of the time spent at the Driving Seat service location. Brochures and prices lists for the cars on offer will be available to customers at the event. Representatives of the dealer groups will also be available to handle enquiries, provide quotations and trade-in assessments.
Potential customers wanting to book their test drives with Driving Seat can do so by visiting their web site www.driving-seat.com.
