Going niche can help dealers keep their heads above water as the
credit crunch bites, and new car sales fall.
There are at least five ‘crunch resistant’ areas where dealers
should focus their efforts in order to maintain profitability,
according to Colin Bruder, managing director of consultancy Network
Automotive.
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Network’s research identified Motability sales, public sector
fleets, blue light fleets, driving school sales, and diplomatic and
tax free sales as likely to reward dealers who make an effort to
specialise and to tailor their marketing.
Bruder said: “There are sectors that offer continuing
opportunities during poor economic conditions and, if success can
be found there, can potentially bring ongoing sales because they
are not so closely linked to the general economy.
“Most manufacturers and dealers who make a genuine commitment to
working in any of these areas enjoy results that make the initial
investment required pale by comparison.”
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