Everybody has some experience in buying a new car and entering the cardealer ship that looks cold and is staffed, by men that wear Donald Duck ties and and no only one phrase...Hello, looking for a car ? Doh. Wouldnt it be nice that when you decide to spend that hard earned money on a car that the environment is rewarding you, welcoming you with open arms, providing you with services you dont need, but still like to have?
Well the guys at Lexus have been doing that for a number of years. They feel that customer loyalty is the key to success and in the luxury market it is the only way forward. So how would this cardealership look? First of all, its not a dealership but an experience. Lexus Newport have created a huge place that is more a luxury hotel than a cardealership, with a plush cafe, grand piano, wife access, golf course, reading room, water wall, palm trees, clothes store, concierge service, ... But also more hightech services with built in microchips that monitor customer behaviour, LED screens welcoming new owners to the dealer, car delivery to your house and navigations courses through mobile phone units.
Customers are expecting a lot and Lexus doesnt want to disappoint and invested 75million in this car dealership. Result? They have been selling between 600 to 1,000 cars a month! Lexus is treating them well and in return the customers spends more and stays loyal, even women are loving it (maybe thanks to the nail salon on site).
Furthermore they guarantee a service that is top of the range! Cars can leave the place after 90 minutes ! Try that in France !
The owners of Lexus is Toyota and their strategy is simple, treat each customer as we would a guest in our home!
Lexus loyalty rate is over 60%, the highest in the car industry and they grow rapidly each year. Clearly Lexus has understood how to position its brand and interact with its potential and current clients in a luxury segment!
Take note European cardealerships ! If you want our money, make us want to spend it your place!
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