bmw mount kisco brand review - lisa merriam · 2016-03-22 · 4 proximity tops everything else in...

BMW Mount Kisco

Brand Review

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Gather a comprehensive understanding

Look at the state of the market and dealer marketing:

Customer attitudes and values (customer phone interviews)

Internal opinions (sales and service)

Competitive practices (Greenwich and Westchester)

Existing message review

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Contents

Drivers of Dealer Choice

BMW Mt. Kisco Reputation

Competitive Reputation—Westchester, Greenwich

Competitive Experiences

Comparative Online Practices

Comparative Current Messaging

Implications

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Proximity tops everything else in choosing a dealer

From external interviews:

“I look for convenience first—I don’t want to drive far unless the deal is worth it.”

“Because it is close by, I am pre-inclined to buy there.”

“Mount Kisco wasn’t that much farther away, so I thought it might be worth the extra effort.”

“It was easy for me to get to.”

“I have no loyalty to a dealer—I choose them by proximity, not by their warm and fuzzies.”

“It is a plus it is convenient.”

“I called the closest dealers”

“It is about convenience. When I need service, I don’t want to have to drive far to get it.”

From Internal Interviews:

“People buy local. Most like 70% want to buy where it is easy to get service and be picked up and delivered.”

“Most people want to deal close to where they live. There is a 15-18 mile radius where we can go and pick them up for service.”

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Next in importance: The people


“I will only deal with people I perceive to be reputable.”

“I work with people who are truthful, who listen, who know me and take care of me.”

“I tend to be very loyal to working with people I know”

“I am loyal to my salesman—I’ll follow him wherever he goes.”

“I chose the dealer based on a combination of price and the feel of the dealership.”

“I am looking for a relationship—if you treat me well, I am loyal.”

“Price is important, but it is more about attention—the level of service I get.”

“What is most important to me in a dealership is the people.”

“I want to be treated with respect and integrity. I want things done right the first time. I want information up front and promises kept. Don’t surprise met. I want to get out fast.”

From internal interviews:

“ People want to buy from a knowledgeable person who is also courteous. They will buy just because they like you and aren’t afraid you will cheat them.”

“People want to be comfortable with who they deal with. It is about chemistry. They will pay more for chemistry.”

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The importance of service is mixed--not everyone

gives it consideration


“I was concerned about the services provided.”

“I didn’t look into service in advance.”

“For me it was the quality of care..what they were able to offer in terms of service.”

“I didn’t consider the service record.”

“I take service very, very seriously, but I use my own guy.”

“I look for someone with commitment to service and integrity.”

“I buy where I am going to get service so I have continuity.”

From BMW forums:

“I’m looking to see how their service is before I commit to the sale.”

“I buy my cars where I intend to service them—so for me, the service aspect is important.”


“Sales are driven through the service department sometimes. I always walk customers through the service department.”

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BMW buyers mostly know what they want in advance


“The dealer was of no help; I made my decisions through my own determinations.”

“I know what I want and what I like.”

“I know what I want and what I am looking for and I know (the price) going in.”

“I have had lots of BMWs and know what I want.”

“I am usually looking for something very, very specific and I know what it will cost and what terms I can get.”


“People who come in know what they want to a great degree.”

“Some customers know more than we do.”

“60% of people already know what they want, and then it is a matter of if you are good to them.”

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People research cars and consult a variety of media


“I did my homework; I check with online boards and read reviews.”

“I checked Consumer Reports, Kelly’s, Edmunds.”

“I went to the BMW site and built a car.”

“I figured out the ball-park price from the BMW site.”

“I start with Car & Driver.”

“I looked at car magazines like Road & Track. I also spent time on cars.com.”

“I researched Kelly’s Blue Book and Car & Driver.”

“I looked at car magazines, but I didn’t do any Internet research”

“We looked at Edmunds and Cars.com, plus we built cars at the brand sites.”


“The majority look at either the BMW site or our local dealer site”

“You hear New York Times once in a blue moon”

“Yahoo, MSN Auto—Edmunds is the biggest.”

“There is an even split between BMW’s site, our’s and third party sites like Auto Trader and Edmunds.”

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Word of mouth matters


“I am very involved with other car enthusiasts…I will talk to friends.”

“I mostly talked to friends.”

“I was so glad to find Jay. I’ve sent my friends to him and will buy my next car from him.”


“Word of mouth is most effective—with BMW it is more somebody knows someone.”

“Word of mouth is very important. If people like you they will refer you. And that is the strongest way to build the business.”

“We get great word of mouth—people know we are here and we are growing.”

“Word of mouth is the most powerful thing and we have to do more to get it.”

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With car enthusiasts, certain boards are very

important


“I am very involved with other car enthusiasts…I will talk to friends.”

“I check the online boards. I keep up with forums like Bimmerfest, M3forum, and things like that.”

“I visit chat rooms and social networks—the best resources are some of the forums—Rennlist, 6Speed, Audizine.”


No Mount Kisco BMW staff mentioned any enthusiast forums or mentioned they took part in them.

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People do not use dealer rating boards


“I didn’t do any (dealer) research.”

“Our research was first and foremost about the cars, then secondarily what is in close proximity.”

“I was up on each car I considered, but didn’t look into dealers.”

“I checked the reputation of the dealership through word of mouth.”

“I didn’t read up on the dealer recommendations.”


“They research the car, though not the dealer.”

“Dealer rate is a horrible site—you have to pay to remove negative reviews.”

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Sites rating dealers are walking dead—

few reviews, old reviews, no reviews

Dealer Rater-No reviews

Edmunds-No reviews

Dealerscene-Not even listed

Yelp-Still listed as Endurance-1 star

Dealership Ratings-Still listed as Endurance-no reviews

My Dealer Report-Still listed as Endurance-83.1 of 100

Car Dealer Check-Still listed as Endurance-no reviews

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Contents







Implications

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The reputation of Endurance still lives on


“The old owners found a way to weasel back into the business. I would be leery about going there.”

“It was horrible; always a battle. They gave me a tire with a bubble in it. Everything was a problem.”

From BMW Forums:

“Mt. Kisco has the same owners as it has always had ... it's a relatively new dealership ... I would say it's not worth driving to.”


“When people hear I sell cars (in Mt. Kisco) they think I work for Endurance—they were really sub-par.”

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Mount Kisco’s people are impressing customersFrom external interviews:

“They were very welcoming. I didn’t feel pushed. They gave me options and didn’t make me feel like I was trading down to go pre-owned.”

“I would say Mt. Kisco is outstanding. They treat people right. I feel comfortable there.”

“I love the way people are there. No pressure and nothing hidden. It is friendly and not pushy. Sort of serene.”

“I love the way the people are there.”

“What got me to Mt. Kisco was the sales person. I will follow him to where ever he is working. I can’t imagine buying from anyone else.”

“They are accommodating. You don’t feel like you have to push to get what you deserve.”

From BMW forums:

“They took care of things all without hassle. They offered me a loaner even though I didn’t buy the car from Mt. Kisco.”

“They were pleasant, professional, and FAIR. This is what is should be like EVERYWHERE and for EVERYONE. A sales experience that is as awesome as the car.”


“These are the best people have every worked with.”

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Mount Kisco’s facility is equally impressive


“I heard they had a new facility and wanted to see what it was about.”

“I thought this place is gorgeous. It is really impressive.”

“I just like the feel of the place. You don’t feel like you are on top of other people or your car is crammed in. It is orderly and spacious.”

“I love the way people are there. No pressure and nothing hidden. You don’t feel closed in. It is friendly and not pushy. Sort of serene.”

“It is the way it should be when you buy an inexpensive car.”

“I am very impressed with the facility. It is beautiful and brand new. I have high expectations. I like the feel—it doesn’t feel so congested.”

“I just like the feel of the place—it is the way it should be when you buy an inexpensive car.”

From BMW forums:

“It really is a beautiful new building and showroom.”


“We have a brand new facility that is state-of-the-art.”

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Where Mt. Kisco can improve most is visibility


“ We need to improve visibility.”

“We don’t help ourselves with the email templqtes saying ‘since 1996’, because it ties us to the old reputation.”

“Advertise less in the NY Times and more locally—the Chappaqua magazine is better.”

“We could use a warrantee administrator.”

“The word has to get out more. We have to be more involved. Media and advertising helps, but it is really getting involved with the community.”

“More volume—we need to ramp that up. There are cars we need to blow out of here.”

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Contents







Implications

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Westchester is seen as declining with service

problemsFrom external interviews:

“It is not the same as it was as it isn’t company owned any more.”

“They used to be much nicer when it was owned by BMW.”

“I have made an appointment, so there is no reason for them to say they aren’t ready to help me and that they are too busy. That is not my problem.”

“I was promised a loaner and then when I arrived, I was told they had run out of cars.”

“Made me feel like there was no way I could afford this car.”

“I went to Westchester about five times and they were not responsive.”

“They had a take-it-or-leave-it attitude. There was a total lack of interest in my business.”

From BMW forums:

“Their service is not very good—borderline criminal.”

“I went to Westchester for some collision work and they are horrible.”


“Westchester’s reputation is diminishing.”

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For Westchester, size is perceived as negative


“It is big and overrun by people.”

“It is really big and they treat you like a number.”

“There is always so much commotion there.”

“You feel like you are just on top of each other.”

“It is kind of crowded. It feels busy and that you might get lost there.”


“They have grown out of their place and can’t handle the volume.”

“The waits are long and the showroom is crowded.”

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Despite mostly negative comments, Westchester has

its fans


“I won’t say anything negative about them. There is nothing wrong with them really.”

From BMW forums:

“I have been happy overall with their service. They do I would say an A minus job.”

“They guys at Westchester are pretty nice and don’t really shove sales down your throat.”

“This dealership has a reputation for being hard-nosed, demanding, and not very willing to negotiate. I am happy to say that does not reflect the experience I had.”

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Greenwich has a more negative reputation than

Westchester


“Doesn’t even feel like a BMW dealership.”

“At Greenwich the familiar faces are gone and the service level has dropped.”

“Port Chester is easy for me to get to, but I was annoyed that I had a problem two weeks into owning the car.”

“I did a test drive at Greenwich and they didn’t appear to care about me. It was very impersonal.”

From BMW forums:

“I used to recommend them all the time; now I am not so sure… The expansion seems to have really put a strain on their ability to communicate with their customers.”

“I was going to buy my car from them, but the guy there was on my balls about doing it as fast as possible.”

“The sales buys at Greenwich BMW are straight up a$$holes”


“I wouldn’t send my worst enemy there. They just want to make money and don’t care.”

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But even Greenwich has some supporters


“I haven’t been to Greenwich, but people say they have great prices.”

“We had heard that Greenwich is a good second choice.”

“I have used their service and it is okay in a pinch.”

From BMW forums:

“I have no complaints with Greenwich. We have had no problems with them.”

“Greenwich is my absolute favorite. I love their service department and have ha pleasant experiences with their sales department.”

“The new service center at Greenwich is superb.”

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Contents







Implications

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Greenwich

Negatives

Physically: facility is rundown and unkept

Ignored us as we shopped—had to ask for help

Dressed very casually

Never got my contact information

Positives

Interesting inventory (tasman green exterior; coral red interior)

Asked pertinent questions, lots of listening and had good suggestions

Focused on right person—not talking only to the man

Let inventory/car do the talking; no pressure

Did not bad-mouth competition

Nice test drive

Q: Why is this dealership the

best?

A: Because we are here.

Q: What?

A: Because of the quality of

people here. And people come

from all over the country to see

the ideas we use in our state-of-

the-art service facility.

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Westchester

Negatives

Could not park; jammed and confused lot

Inappropriately dressed greeters

Olga really pushed the food

Almost all black inventory

Salesman talked a lot; no questions

No suggestions

No test drive

Badmouthed Japanese brands and Audi

Higher sticker prices

Positives

Salesman nattily dressed

Salesman did get my contact information

Q: A friend of min said “go there; it’s a company store”

A: Which means...

Q: Better? I don’t know…

A: We were more expensive when we were a company store.

We have more inventory now than we ever had when we

were a company store. And Ray Catena has been known for

years for his service in his Lexus and Mercedes stores. That’s

his thing.

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Contents







Implications

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Websites: Mt. Kisco’s Web site is similar to

Westchester’s

Designed by same

company

Westchester dealer branding is

more prominent

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Websites: Greenwich’s Web site features clearer

navigation

Greenwich focuses direction to

New, Certified Pre-Owned, and Specials

Greenwich dealer branding is

very prominent

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Social Media: Westchester’s Facebook effort hasn’t

gotten off the ground

Greenwich focuses direction to

New, Certified Pre-Owned, and Specials

A missed opportunity with little

information, no photos, no discussions

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Social Media: Greenwich seems to have given up

about a year ago

Also missed an opportunity to brand

themselves

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Social Media: Mt Kisco has a good start, but can do

more

Here is an area to tell an enriched story

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Social Media: No dealer is effectively using Twitter

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Social Media: Linked In is similarly underused or

misused

DCH is building the wrong brand

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Social Media: No dealers are active on enthusiast

forums

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SEO: Dealers do a decent job with dealer specific

search

Westchester is dealer-specific and region

specific

Competitive sponsor links appear

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SEO: Westchester dominates more common and

generic searches

Westchester is dealer-specific and region

specific

Competitive sponsor links appear

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Contents







Implications

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Mt. Kisco key messages

Proud member of the Premier Collection

For Premier Service and Value

Excellent purchase and ownership experience

Complete line of new and used inventory

Dedicated to serving all your automotive needs

Making your car buying experience as easy and enjoyable as possible

Extensive selection of new and used vehicles

Our friendly, professional staff will exceed your expectations for personal service

Prompt, quality service from our Service Center

Large indoor showroom and inventory display

New state-of-the-art facility

Invite you to celebrate the grand opening

Luxury has never moved faster

The All-New BMW Mt. Kisco

Operating Under New Ownership Since August 2006

The joy of driving a BMW begins at Mount Kisco

Our Business Principles:

� Fair & Competitive Pricing

� Excellence in Service

� Integrity

� Respect for the Individual

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Mount Kisco: Tone and manner

Polite/inviting messages:

“Do everything possible to ensure that you are completely satisfied”

“Let us know the best times for a service appointment”

“If we can be of any assistance”

Third person voice:

“Their service department offers loaner vehicles as well as a pick-up and delivery service.”

“For BMW Mt Kisco service customers, they offer shuttle transportation and service loaners when arranged prior to the appointment.”

Generic statements:

“Bring your vehicle into an authorized BMW dealership for maintenance”

Passive voice used:

“Complementary wash and vacuum will be completed.”

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Greenwich key messages

The premier BMW dealer in Connecticut.

Providing award-winning service

Exceptional BMW cars and BMW SUVs

Best new car deals

Carry a wide range/shop our wide selection

Offer a vast selection of used BMWs and Certified Preowned cars

Backed by the name you trust

Purchasing a luxury car should be a satisfying experience

Our team goes the extra mile to give you the attention you deserve

Recognized for outstanding customer service

Provide extraordinary care for each client

Recognized with the J.D. Power and Associates Dealer of Excellence Award

A member of the DCH Auto Group,

A leading BMW dealer

An innovative industry leader

Totally committed to customer satisfaction, employee satisfaction, integrity, and teamwork

Core values:

• Innovation

• Customer Satisfaction

• Employee Satisfaction

• Integrity

• Teamwork:

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Greenwich: Tone and manner

Use of superlatives and exclamations (!):

“Premier,award-winning, exceptional, best, vast, extraordinary, leading”

“World-class service and unmatched quality”

Typos:

“In fact, our BMW dealersh (sic) was recognized with the J.D. Power and Associates Dealer of Excellence Award”

Use of third person:

“This BMW dealer is a member of the DCH Auto Group”

“BMW of Greenwich has a lot of New, Certified and Pre-Owned BMW cars at their dealership.”

Casual/slang and guideline violating “distress language”

“Check out these great deals”

“Preowned Specials: BLOW OUT PRICE - $29,888”

“Many more fantastic Finance Offers from BMW of Greenwich!”

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Westchester key messages

Westchester BMW The Difference Between a BMW and a Westchester BMW

The difference between a BMW and a Westchester BMW is our achieving of BMW's Center of Excellence award for outstanding customer service every year from 2003 to 2007. The difference is in our empowered staff that has the ability to make a decision and give you the answ...ers to your questions and address your concerns. The difference is our ability to get your BMW, your way. We either have the BMW you are looking for, we will locate it for you, or we will custom order it to your specifications. The difference is our award winning service department that will keep your BMW running like new. It is in our huge parts inventory where we have the part your BMW needs. It is in our terrific location near every major thruway in Westchester. The difference is in our new state-of-the-art facility where you can browse through our 11 car

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Contents







Implications

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Thank You

Merriam Associates New York, NY 10024 917-596-8011 www.MerriamAssociates.com

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October and December Radio Ad Themes

Purchase select 2007 certified pre-owned BMWs and let BMW pick up your first two payments.

Take advantage of 0.9 (zero point nine) percent financing on select 2006 and 2007 certified pre-owned models

Rigorously inspected, BMW certified, and backed by an up to 6 year 100,000 mile protection plan.

BMW Mount Kisco has a large indoor pre-owned showroom and inventory display with a tremendous selection of certified pre-owned BMWs.

Their service department offers loaner vehicles as well as a pick-up and delivery service, giving you a premier BMW ownership experience.

Visit their hidden treasure on the hill

Dedicated to providing premier service and value. Proud Member of The Premier Collection since 2006.

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Grand Opening Radio Ad


Invite you to celebrate the grand opening

All New BMW 7 Series on display

With a 4.4 liter turbo charged engine

Luxury has never moved faster

Great purchase and lease incentives

Available through BMW financial services

For details visit BMW Mount Kisco

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New York Times Ad 11/22/2009





The joy of driving a BMW will all all year, but this sales event won’t

Holiday Finance Credit up to $2,500

No-cost maintenance for 4 years/50,000 miles

The most fuel-efficient luxury fleet in America

As low as 0.9% APR financing

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Passion and Reason Unite

Visit BMW Mt. Kisco this month

Enjoy great offers of select Certified Pre-Owned vehicles

With 0.9% APR

There’s no good reason to wait

Once you’re behind the wheel of a Certified Pre-Owned BMW, you won’t believe it’s pre-owned.

Stay out of the cold and

Visit our large indoor Certified Pre-Owned showroom and inventory display with a tremendous selection of Certified Pre-Owned BMWs

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The joy of driving a BMW will all all year, but this sales event won’t

Holiday Finance Credit up to $2,500

No-cost maintenance for 4 years/50,000 miles

The most fuel-efficient luxury fleet in America

As low as 0.9% APR financing

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Welcome Packet

Member of our family

Achieve optimum satisfaction

Bring your vehicle to an authorized BMW dealership

Please accept our best wishes

BMW Mt. Kisco Service Staff and Procedures

BMW Ultimate Driving Machine: BMW’s philosophy is to build driving machines that…

BMW offers one of the most comprehensive maintenance programs..

Complementary wash and vacuum will be completed

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December Radio Ad Themes

This month at BMW Mount Kisco

Experience the first holiday sales event to ever plan beyond the season

The BMW Joy Sales Event, a time not dedicated to holiday sale gimmicks but the Joy of driving a BMW that lasts 365 days.

Hurry into BMW Mount Kisco

For a holiday finance credit of up to 2,500 dollars on a new BMW.

Their models may not have oversized red bows, but they do come with BMW’s Ultimate Service, the most comprehensive no-cost maintenance program in its class, and their intelligent all-wheel-drive system, xDrive, that allows you to drive in any weather.

Come in for an exhilarating test drive and discover The Ultimate Driving Machine.

Dedicated to providing premier service and value.

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Yankees Radio Ad Themes


Features large indoor showrooms for both new and certified pre-owned BMWs

For BMW Mt Kisco service customers they offer shuttle transportation and service loaners when arranged prior to the appointment

View large certified pre-owned inventory and new car specials

Lease incentives with financing available through BMW financial services

For premier service and value

bmw mount kisco brand review - lisa merriam · 2016-03-22 · 4 proximity tops everything else in...

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