AUTO MARKET WATCH EDITION 8
What does carsales’ postenquiry survey data uncover?
GET THE FULL SALES PICTURE Buyer enquiry analysis • Hottest used cars • VFACTS Q2 Review
ZOOMING PAST ROADBLOCKS Inspiring industry leaders talk personal motivation, success and ideas for greater female representation.
Edition 8 at a glance
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COVER: carsales National Photography Manager Jess Beatson with the Ford Mustang. The information contained in this document is general information only, is current only as at the date it is provided and has been prepared using information from carsales.com Limited’s (carsales) own internal analytics systems available at the time of preparation of this publication and from third parties. carsales takes care to ensure that the material in this document is accurate and complete, however it does not warrant the accuracy or completeness of any representations made in the document or that the material is suitable for any purpose. You are responsible for assessing the material and rely on it at your own risk. To the full extent permitted by law, carsales excludes all guarantees, warranties or representations of any kind in relation to the material and all liability for loss or damage (including indirect or consequential loss or damage) which may be incurred in connection with your use of or reliance on the material contained in this document. The information contained in this document is © carsales.com Limited and is carsales’ exclusive property. You will not acquire any intellectual property rights in this information. You must keep this document and its contents confidential and must not disclose it to any third party without carsales’ prior written consent. carsales.com.au
post-enquiry 06 carsales’ survey data reveals all
Survey data uncovers diverse buyer behaviour in areas of brand and segment preference, and customer experience expectations.
Zooming past roadblocks
Inspiring industry leaders talk personal motivation, success and ideas for greater female representation.
The auto market landscape
Understand which auto classifieds websites buyers visit to find their next car.
Buyer enquiry analysis - 4x2 and 4x4 segments
2017 new car 18 Q2 market review
The siren has blown on Q2 2017. Discover which models proved the most popular with buyers.
No shopping centres for Ford
Global customer experience head rules out outlets in retail centres.
Top 10 news, reviews and videos
Keep in the know with breaking news beyond our shores.
Find out which motoring.com.au articles, reviews and videos are running hot.
Tips, tricks and advice
Assist your customers in making more informed purchase decisions with expert tips and advice.
Australia’s hottest used cars
Discover the most in-demand used cars in Australia based on their available supply.
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ADVANCING INNOVATION, TECHNOLOGY & ENGAGEMENT
Introduction Welcome to the latest edition of what has arguably become the must-read market review of the Australian automotive space. As we bid farewell to the last financial year, the earnings season has proved to be a bit of a mixed bag for the Australian auto market with some great results and some not so. This week the Federal Government released its response to the Senate Economics References Committee Report on the Future of Australiaâ€™s Automotive Industry. It is a lengthy document addressing how the industry should transition after the end of local vehicle manufacturing. In its response, the Government recognises the importance of the automotive industry and that it is currently in transition and will continue to monitor and work with the industry as it transitions. The Government has committed to supporting fair and transparent franchising relationships between motor vehicle dealers and manufacturers/importers. It notes the changes of the last few years and has set a watching brief on the changes to the Code on the franchising sector following its comprehensive review. The Government will continue to monitor and receive stakeholder feedback on the Codeâ€™s operation and will help inform future reviews of the Code.
the Australian Government decided not to proceed with this proposal, noting the cost and complexity of providing appropriate consumer awareness and protection arrangements. When weighing these up against the modest benefits of the personal import arrangements - including price reductions estimated to be less than 2% across the market - the Australian Government concluded that the benefits do not justify the cost and complexity of this particular change.
The Government will continue to monitor the smash repair industry to better understand the issues arising from it. Where there is a demonstrated competition issue the Government will investigate appropriate options for action. The committee recommended that the Government continues to work with the industry to ensure suitable access to manufacturer information by independent automotive service and repair businesses. As we all are aware, the ACCC is currently reviewing the issue of access to data in its New Car Retailing Market Study, with a final report due in late 2017. This study will inform further Government consideration of the issue.
The Australian auto industry is certainly up to the challenges thrown at it by technology, Government and global markets; we are experts at change and the new financial year will be no different. I hope you enjoy this issue of Auto Market Watch. Kindest regards,
As previously announced, the committee recommended that the current restrictions and requirements on the parallel importation of both new and used vehicles be maintained and after detailed work on implementation arrangements,
Cameron McIntyre CEO & Managing Director carsales.com Ltd
Webinars for better business outcomes Extra insights on the changing dynamics of the automotive and advertising industries are available now with the carsales webinar series.
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carsales’ post-enquiry survey data reveals all Brand, segment and expectation patterns evident in latest findings Females are less price conscious, swayed by stock availability and more accepting of poor dealership treatment.
likely than males to enquire on Hyundai, Mazda and Suzuki, Kia and Honda – all brands with a strong presence in small passenger car and SUV segments.
These are some of the key takeaways from 30 months of post-enquiry survey data analysed by Australia’s number 1 auto classifieds website; carsales.com.au.
With the new Hyundai i30 now a fixture on consideration lists and the Hyundai Kona soon to hit showrooms, will Hyundai further increase popularity with female car buyers?
The data uncovers some marked differences between male and female car buyers.
When it comes to premium and luxury brands however, females are less likely than males to submit enquiries on Volkswagen, Mercedes-Benz, BMW and Audi.
Small segments in vogue
With a number of these brands prioritising the introduction of small and medium SUV offerings in the near future, it isn’t inconceivable that the enquiry dynamic might shift once more.
Females show preference for small vehicles, with a greater propensity than males to submit enquiries on small and light passenger cars, and small and medium SUVs – two booming segments as evidenced by the latest VFACTS results.
Males are also more likely to submit enquiries on Ford offerings – the only mainstream brand to buck the trend - underscoring the dominance and importance of Ranger 4x2 and 4x4 models to the brand’s monthly sales tally.
Contrastingly females are less likely than males to submit enquiries on 4x2 and 4x4 commercial vehicles, medium and large passenger cars — which are enduring a sustained sales slide — and large and upper large SUVs.
Price and service expectations differ
The data also revealed that female car buyers are significantly less price conscious than males. After 14
In terms of brand preference, females are more
days, 26.5% of males didn’t buy from a dealer due to Price or Trade-in Price, as opposed to just 19.1% of females.
The data also suggests that convenience and specific vehicle availability may have a greater influence in the purchase decisions of female buyers, than their male counterparts.
Females were also less critical of dealer treatment. 17.7% of males purchased elsewhere due to dealer treatment, compared with only 16% of females.
40.9% of females purchased a different make or model to their carsales enquiry, compared to 34.8% of males.
Females are more likely than males to enquire on:
Are females less price conscious?
bought from another dealer due to price or trade-in price.
Are females swayed by stock availability?
Males are more likely than females to enquire on:
Are males more expectant of better customer service?
Females are more likely than males to enquire on: SMALL PASSENGER CARS
LARGE PASSENGER CARS
MEDIUM PASSENGER CARS
bought from another dealer because of poor dealer treatment.
To what extent does vehicle location influence purchase decisions?
Males are more likely than females to enquire on: UPPER LARGE SUVS
bought a different brand or model to their carsales enquiry.
Segment Preference LIGHT PASSENGER CARS
bought elsewhere because the dealer was located too far away.
Source: carsales post-enquiry survey data, January 2015–June 2017. carsales.com.au
Inspirational industry leaders Edwina Gilbert, Madeline Tynan and Kylie Pagent prove success in the Australian automotive industry knows no gender boundaries. By David Toscano, Trade Marketing Content Producer, carsales.com Ltd
Historically in the Australian and global automotive industries, high-ranking female executives, directors and owners have been unreasonably outnumbered by their male counterparts.
While female auto brand heads are still significantly in the minority, OEMs such as Audi Australia now have a workforce that is 42% female, with a clear policy of pay equity regardless of gender for all roles. Audi also showed its decision to make equality a topic for conversation via its highly-publicised Superbowl advert “Daughter” which is closing in on 13 million YouTube views.
But times are changing—and for the better. Gender equality in the automotive workplace is now the expectation and more women are ascending to the senior management positions they have always merited. Back in 2013, General Motors sent shock waves through the auto industry and business world with news that Mary Barra would become its next CEO. At the time, many doubted Barra’s ability to run the then world’s largest automaker. Now, few can dispute her achievements. Three years of record earnings, the sale of Opel to focus on higher-margin operations in the USA and China, and the delivery of the industry’s first long-range electric car for the masses, the Chevrolet Bolt, to name just a few.
To highlight the progression and success of women in the Australian automotive industry, Auto Market Watch sat down with three of the industry’s most inspiring individuals - Edwina Gilbert, Madeline Tynan and Kylie Pagent - to uncover what motivated them to join the automotive industry, how they measure career success and their ideas to drive greater local female representation.
“If you’re not making mistakes, you’re not trying hard enough.” Edwina Gilbert
Director at Phil Gilbert Motor Group and Non-executive Director at carsales.com Ltd
“I definitely felt more responsibility working in a family business, not so much the name but certainly the legacy,” she explained.
Edwina Gilbert began working in the family business in 2003. Over the next decade, Gilbert oversaw the opening and acquisition of new dealerships and now manages 200 staff across Toyota and Hyundai franchises in two busy metropolitan-NSW locations.
“You’re trying to please your OEM, your staff, customers, shareholders and your family members— so you have a lot of competing interests.”
Initially it was the law, not the automotive industry, that captured Gilbert’s career aspirations. But once the daily inspiration to work in law faded, Gilbert was passionate and confident enough to seek out the opportunity to work in the family auto business. Quickly apparent to Gilbert was the belief that auto retailing was different to other retail industries— a belief she challenged and saw as a golden opportunity for change.
Despite a long list of major achievements, Gilbert takes the most pride in instilling a workplace culture that sees returning employees as the strongest category of employee referrals. “We spent a lot of time preparing what we deemed the values that we want our staff to live every day— from anything about being innovative to working together as a team. And then, as a result, we were seeing staff who ventured out, keen to realign themselves back in the business.”
“Everybody was quick to tell me how unique our industry was. I didn’t think we were that unique. I felt like we were no different to any other industry— we’re just retailing products and services,” Gilbert told Auto Market Watch.
With a desire to explore new experiences, nowadays it’s developing the next generation of the business’ leaders that occupies much of Gilbert’s thoughts and outlook.
“I felt that we were quite archaic in our business practice and as an industry.”
“Over the next five to ten years I’d like to be able to transition the business to another group of people that have a new idea and new vision for the business. Hopefully [this] continues to see it grow bigger and better.”
Gilbert worked to change this and push innovation through the implementation of best-practice ideas and processes from industries such as hospitality and training. During this time however, the responsibility and weight of a leadership position in the family business was always front of mind.
“If you surround yourself with the correct people, you can achieve anything.” Madeline Tynan
Director of Marketing at Tynan Group
Madeline Tynan has been instrumental in developing the Tynan Motor Group into one of Australia’s most successful private companies, with annual turnover in excess of $500 million. Testament to Tynan’s business acumen and success was recognition as a finalist in the 2017 NSW Women of the Year Awards.
In subsequent years, Tynan has ensured that her father’s philosophies are present in the way the company operates. In celebration of the 50th anniversary of Tynan Motors and in support of the St George Medical Research Foundation, The Michael Tynan Memorial Challenge will take place this October consisting of a walk, drive and paddle from Wollongong to Tynan’s birth place in the Sutherland Shire.
After commencing her career away from the family business and gaining “perspective” in other industries, Tynan saw an opportunity to improve the company’s customer relationship management and jumped at that chance to get involved, despite understanding the demanding nature of the automotive industry.
“Our community pays our bills so we’ve got to make sure we put back. We do it in areas such as medical research [via] our two [local] hospitals, local football, NRL and the arts,” she explained.
“In our family we were encouraged to work outside and then come back in if we wanted to. And I think it was more of a growing process of understanding that I wanted to be involved and thought this is a career path I loved and enjoyed,” Tynan told Auto Market Watch.
“There are not a lot of family businesses left anymore and they’re the ones that tend to get involved in community.” The development of young employees is also a huge source of pride for Tynan and motivation to keep progressing the business.
Tynan draws great pride in her experience of working with her father for many years.
“I feel having a lot of young people coming out of the university and working within our company keeps me on focus.”
“I probably understood pretty well that you work seven days a week and there isn’t really a break. [But] Working alongside my dad for so long is probably one of my proudest moments. Watching him achieve and being a part of his success is something that is set in my heart,” she said.
“I look at the way when you take on a young woman or a young man and see them succeed. Whether they stay within Tynan Motors or expand out and go into other businesses—watching their careers grow makes me feel very successful.”
“You can’t sit on your laurels anymore, you’ve just got to keep challenging yourself.” Kylie Pagent
Former General Manager of Marketing at Autosports Group, now Director at KMP Marketing Solutions
For over a decade, Kylie Pagent led marketing efforts for now ASX-listed Autosports Group. Pagent spent over a decade with the company and was critical in the rapid growth that saw the business increase annual turnover from $370 million in 2013 to over $1 billion in 2017.
book she inspires people to always love what they do and I think we forget that.” Pagent says the family business environment that she entered also helped to foster inspiration and creativity. “I just feel very comfortable in a family business. I grew up in that environment with my dad. Sometimes there is no switch off, but it’s all good.”
Pagent started in the automotive industry in 1995, before moving back to the UK and working in the hospitality industry. After that concluded, she returned to Australia and then returned to the automotive industry – much to the surprise of family and friends.
“Nick and Ian Pagent have done an extraordinary job in growing the business and being on trend with luxury and prestige brands.” The rollout of a common group culture is a major source of pride, she says.
“In the early years, people were really surprised that I transitioned from hotels with the Intercontinental Group back into the automotive industry,” Pagent explained.
“We learned pretty quickly that we can’t be in all the dealerships at once. To have people understand the way we do things, it was essential that we rolled out that Autosports Group culture across the dealerships.”
“But it [auto] was like hospitality. It was seven days a week, it was always on—hard work, always changing, but a lot of fun.”
“I think we forget the importance of the right corporate and company culture.”
Inspired by role models in the areas of leadership, attention to detail and excellence in customer service, Pagent helped spearhead the rollout of dealership customer experiences that were reminiscent of luxury boutiques and airport guest lounges.
Pagent prefers to measure personal growth and success by the results of the team she developed. “My dad always taught me that the way to grow is to train my replacement, so I’ve been fortunate to have a great team that’s grown with me.”
“I usually look outside the industry, particularly for role models and areas of innovation. I’m currently reading [ex-Westpac head] Gail Kelly’s book Live, Lead and Learn. I think she’s an exceptional leader. In the
“This has enabled me to confidently step away,” she stated.
Luring top talent
Need for work flexibility
Gilbert, Tynan and Pagent all believe that more needs to be done to drive greater female representation, with current initiatives achieving varying degrees of success.
Pagent believes in the many benefits that greater gender and cultural diversity brings in growing customer satisfaction and building relationships. “Nowadays it’s all about customer service and building a rapport. Having a mixture of people in your dealership that can accommodate different cultural backgrounds, can help customers feel more comfortable,” she added.
“We ourselves tried to set a quota for our retail sales teams for female talent and it’s been really difficult to attract people,” said Gilbert. “We’ve got to make a really conscious effort to be looking into areas like hospitality and retail and bring people across and show them that it’s an interesting industry with a solid career path for them,” she added.
To enable greater diversity and empower women to take up more opportunities at dealerships, Gilbert and Tynan both advocate for greater work flexibility such as part-time work, working from home and job sharing.
Pagent and the Autosports Group have had success targeting these industries, backing up Gilbert’s strategy.
“When you’re looking to promote senior women, quite often they will also have primary-caregiver responsibilities. So to enable women to advance in employment I think you’ve got to give greater flexibility to men,” said Gilbert.
“Gone are the days of hard-nose salesmen in white shoes. I think the industry is looking for people that are really customer-focused and can build rapport with customers.”
“There are a lot of roles in our business that can be fulfilled either remotely or on a part-time basis,” she concluded.
“I think of some of the great people we’ve employed recently and they are from the hospitality industry, real estate, travel - those really customer-servicefocused industries,” said Pagent.
Tynan added; “Job sharing is one thing that I think would be fantastic. You have to be very careful that you get the right balance because no one can really replace a mother.”
Tynan too believes that women can excel in customer-facing roles that are now a major focus area for dealerships, in a period of great technological change. “People still need to be shown how the car works and what it does, and I think a woman can do that, they’re very strong in those areas.” However Tynan considers Sunday trading in NSW a major impediment to attracting and retaining top young talent in the state. “I really feel working Sundays is a major downfall within our industry. I don’t believe we sell any more cars because of it. We would keep a lot more of our aspiring young people that have done so well in our industry to stay in it.” “A Sunday is extremely difficult when you’re bringing up a family,” Tynan added.
carsales re-gifts Ricciardo as part of retail marketing campaign
carsales Chief Marketing Officer Kellie Cordner says the synergy between Ricciardo and carsales has laid the foundations for an excellent brand partnership.
Australia’s number 1 automotive classifieds site, carsales.com.au, is celebrating its 20th birthday with ‘The best re-gift ever’ marketing campaign, giving four Australian car buyers the chance to win a trip to Texas to meet Australian Formula™1 driver Daniel Ricciardo during the United States Formula™1 Grand Prix.
“We were thrilled to welcome Daniel to the family earlier this year as our first ever global brand ambassador. Daniel’s authentic and congenial personality, along with his sporting prowess and keen interest in cars, makes him a great fit for the carsales brand,” said Cordner.
Increasing traffic to listings ‘The best re-gift ever’ is carsales’ first retail marketing campaign for FY18, designed to further increase engagement with Australian car buyers and help drive traffic to stock listings. The campaign is visible to Australian car buyers across primetime radio placements, prominent outdoor placements, popular music streaming service Spotify, social media platforms Facebook and Instagram, and remarketing across the Google Display Network – to name just a few channels. The campaign’s channels were carefully chosen in order to capture the attention of more car buyers.
Enhanced buyer engagement Ricciardo was named as carsales’ global brand ambassador in February 2017 and has been helping inspire car buyers and their purchase decisions through his own personal love of driving ever since. The Australian F1 superstar has enjoyed a stellar 2017 season to date, including a miraculous win from 10th on the grid at the recent Azerbaijan Grand Prix.
THE AUTO MARKET LANDSCAPE carsales remains Australia’s #1 auto classiﬁed website
UNIQUE AUDIENCE (UNDUPLICATED, ACROSS DEVICES)1 carsales' average Unique Audience was more than x2 higher than CarsGuide over the April–June 2017 period. carsales CarsGuide Drive
2,000,000 1,500,000 1,000,000 500,000 0
TIME PER PERSON1 Time Per Person on carsales was more than x3 longer than CarsGuide over the April–June 2017 period. 58 mins 20 secs
11 mins 51 secs
1 hr 10 mins 33 secs
18 mins 23 secs
9 mins 10 secs
13 mins 1 sec
4 mins 45 secs
carsales CarsGuide Drive
TOTAL SESSIONS1 Total Sessions on carsales was more than x3 higher than CarsGuide over the April–June 2017 period. MAY
Sources: 1. Nielsen Digital Ratings Monthly, April–June 2017.
VISITS BY CHANNEL TO CARSALES.COM.AU2 carsales Apps (iPhone, Android, iPad, Windows) carsales Mobile Website carsales Desktop
iOS and Android applications were the most popular channel for consumers to browse stock on carsales.3
5,000,000 0 July 2016
CARSALES APP PERFORMANCE - JULY 2017 Australian consumers rely on carsales' iOS and Android apps to browse the latest stock listings and ﬁnd their next car.
DAILY NEW USERS 4
DAILY ACTIVE USERS 4
MONTHLY ACTIVE USERS 4
DAILY NEW USERS 4
DAILY ACTIVE USERS 4
MONTHLY ACTIVE USERS 4
4.5/5 RATING 4.5/5 RATING6
FORBES LIST OF MOST INNOVATIVE GROWTH COMPANIES7 In June, Forbes released its annual list of the most innovative public companies with market values between $2 billion and $10 billion, with carsales the highest ranked Australian company at #12.
#35: REA Group #37: Seek Sources: 2. carsales internal data (Webtrends), July 2016–June 2017. 3. carsales internal data (Webtrends), June 2017. 4. Fabric app development platform, July 2017. 5. iTunes store, August 2017. 6. Google Play store, August 2017. 7. Forbes, 2017 Ranking, https://www.forbes.com/growth-companies/list/
Buyer enquiry analysis: Can the Ford Ranger be stopped?
4x2 segment The 4x2 segment is one of the Australian market’s most cutthroat, yet the Ford Ranger has captured a significantly greater share of buyer enquiries over the past year. 28.5% of enquiries in this segment are now placed on the Ford Ranger, up from 19.6% a year earlier. The entry XL variant proved the segment’s most popular, highlighting the price-conscious nature of personal and business buyers in this segment.
Top enquired on 4x2 models: Best performing variants July 2017 vs 2016
Click to explore this interactive report.
2017 Ford Ranger
SX HIGH RIDE
LS-U HIGH RIDE 1.1%
SS V REDLINE
HSV Maloo Isuzu D-Max
Source: carsales internal data, based on enquiries on Brand New In Stock vehicles in July 2017 vs July 2016. carsales.com.au
Popular with both business and private buyers, Australia’s fascination with the hay-hauler has continued to grow over the past 12 months. The battle for sales supremacy is now the monthly domain of the evergreen Toyota Hilux and surging Ford Ranger, and forthcoming models such as the Mercedes X-Class and Renault Alaskan are attracting the impassioned online debate once reserved for home-grown RWD sedans.
Even motorsport players have taken note, with diesel-powered ‘Superutes’ hitting the racetrack in 2018 to complement the Supercars championship. With the increased interest in utility vehicles that can quickly transition from work to leisure duties, comes extensive model ranges that better cater to specific buyer needs. In the following buyer analysis compiled from thousands of enquiries on carsales, we examine how interest in variants and specification grades differs across Australia’s most popular 4x2 and 4x4 utility vehicles.
4x4 segment With almost 1 in 2 enquiries (49.89%) on a 4x4 utility vehicle on carsales, the Ford Ranger is by far and away the most popular in this segment. In stark contrast to the 4x2 segment however, the model’s most expensive variant, the Wildtrak, proved the most popular. The continued dominance of the Wildtrak highlights the willingness of dual-cab buyers to purchase higher-specified variants.
Top enquired on 4x4 models: Best performing variants July 2017 vs 2016
Click to explore this interactive report.
2017 Ford Ranger
Source: carsales internal data, based on enquiries on Brand New In Stock vehicles in July 2017 vs July 2016. carsales.com.au
Q2 2017 new car market review APR
Sales dipped slightly, totalling 83,135 compared with 87,571 in April 2016. Light commercials were up by 3.1%, and 4X4 utilities up 11.1% YoY.
Sales tallied 102,901, a healthy 6.4% increase on the same month last year with all market segments increasing.
Sales hit a new monthly record high of 134,171, an increase of 4.4% to surpass the previous best result of 128,569 recorded in June 2016.
Check out key sales scoreboards at half time of 2017: Toyota Corolla
1 9,4 5 4
1 8,0 5 2
1 2,8 3 6
6,5 6 3
Range Rover Evoque
1,6 5 4
1 2,9 2 4
Toyota HiLux 4x4
1 8,5 6 3
1 7,1 4 0
9,2 6 6 Hyundai Santa Fe
6,3 7 3
4,7 1 7
1,4 0 7
Source: FCAI VFACTS Januaryâ€“June 2017. carsales.com.au
Ford Ranger 4x4
6,3 6 7 Mazda CX-9
4,6 5 7 Mazda MX-5
Top 50 models by Q2 2017 sales
Click to expand our sales report.
Model Ford Ranger 4X4
Toyota HiLux 4X4
Holden Colorado 4X4
1,542 1,353 1,206
Volkswagen Amarok 4X4
Mitsubishi Pagero Sport
Mitsubishi Lancer Holden Trax
665 529 553
Toyota Hiace Van
Toyota Landcruiser PU/CC
Mazda CX-9 Isuzu Ute MU-X
Hyundai Santa Fe
Mazda BT-50 4X4
Toyota HiLux 4X2
Isuzu Ute D-Max 4X4
Subaru Forester Toyota Landcruiser Wagon
Nissan Navara 4X4
Mitsubishi Triton 4X4
Mitsubishi ASX Holden Commodore
Toyota Camry (4 cyl)
593 339 363
5K Sales This Month
Source: FCAI VFACTS Aprilâ€“June 2017.
Australians buying diesels in record numbers, says ABS Consumers buck a global trend in falling diesel sales, shunning LPG instead. carsales.com.au
NO SHOPPING CENTRES
Ford global customer experience boss says Ford will stay in dealerships By Mike Sinclair, Editor-in-Chief, carsales.com Ltd Ford is not going shopping any time soon. That’s the takeout from the Blue Oval’s global head of customer experience, Elena A. Ford, who last night opened a multi-million-dollar dealership in Melbourne’s north.
“Ford has a long term commitment to partnerships with dealers. The format will evolve with feedback… [But]We want dealers to have facilities that are destination.”
Bayford in the outer northern Melbourne suburb of Epping, is just the third dealership globally built to Ford’s new dealership model.
“We are not going to put dealerships in shopping centres,” she stated.
Focusing on integrating sales, service and community elements, the new design is the handiwork of Fitch Design.
In recent months, Renault has pursued permanent sales outlets in retail centres and Melbourne’s (in)famous Chadstone Shopping Centre has hosted pop-up stores for brands including Holden and Audi. Tesla now has a permanent shopfront at the burgeoning ‘Fashion Capital’. Mitsubishi announced a shopping centre-based retail outlet in Geelong (Ford’s home town in Australia) in conjunction with its dealer King’s Cars.
Ford, Henry’s great-great granddaughter and the eponymous company’s Vice President Global Dealer and Customer Experience, took the opportunity to categorically state the Blue Oval is not interested in moving away from its existing dealership model. Nor will it be placing Ford outlets in conventional retail centres.
Ford says the new dealership design places a significant emphasis on customer experience and technology.
Branding and product promotion is exclusively electronic and can be cycled accordingly. carsales.com.au
“Every automaker is striving to unlock long-term customer loyalty but Ford is focused on connecting with consumers on their terms and building an experience they will love, regardless of where they meet us,” said Ford.
“The Ford showroom will become more than a place to buy a car, it’s the focal point of the customer relationship”
From left: Elena A Ford, Hugh Bayford, Graeme Whickman
“processes” used in the business too, Ford Australia boss Graeme Whickman intimated.
“The Ford showroom will become more than a place to buy a car, it’s the focal point of the customer relationship,” she added.
“The time’s right for a facility like this in Australia,” Whickman said.
Posters have been banished from the interior (and exterior) of the dealership – branding and product promotion is exclusively electronic and can be cycled accordingly. The Bayford set-up includes a huge external screen as part of its façade.
“We’ve been working to improve customer experience. Australia is a mature market [so] this is a good opportunity to apply what we’ve learned,” he stated.
Inside, the dealership’s ‘tech-bar’ complete with captive tablets is prominent.
Ford Australia says that by 2020 “90% of Ford’s local customer base will be covered by a total of 90 stores having been refreshed”.
“The rationale behind the ‘tech-bar’ is to create a web-based experience inside the showroom, giving customers the chance to interact with their dream vehicle guided by an experienced Ford sales person,” Ford Australia said.
“Using a blend of the best of bricks-and-mortar retailing with web-based innovations, these showrooms will make it easier than ever before for customers to buy and service vehicles,” the company stated.
Seamless customer experience
The opening of the dealership comes just months after the Bayford group celebrated its 100th anniversary. The dealership organisation was one of the first businesses Ford Australia engaged as a dealer when the company was incorporated 92 years ago.
As evidenced by the new Bayford facility, there is also less separation between showroom and service areas in the new design. Ford Australia and Bayford have changed the
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• Land Rover Range Rover Evoque: 2014, $51,918 • Mitsubishi Pajero: 2012, $32,393
• Volkswagen Caddy: 2012, $18,762
• Hyundai iX35: 2014, $22,698
Identify which vehicles have the highest sales rate relative to current listings on the market. The lower the days supply, the faster a vehicle is likely to sell.
• Mitsubishi ASX: 2015, $19,894 • Toyota FJ Cruiser: 2013, $37,398 • BMW X3: 2014, $46,656 • Toyota Corolla: 2015, $17,476
• Subaru Outback: 2015, $34,682 • Subaru Forester: 2015, $30,352
Source: carsales LiveMarket actionable market intelligence data, July 2017. Vehicles 2005–2015, minimum $15,000 price, minimum 40,000kms travelled, minimum of 50 delistings on carsales over the previous 60 days. carsales.com.au
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Discover the latest news across the global automotive industry.
France to ban petrol and diesel vehicles from 2040 →
Dutch students tease solar car that goes months without charging →
French Government announces end of petrol and diesel sales.
Lightyear’s first model said to be able to drive for months powered by northern Europe’s sunshine alone.
Einride launches full prototype T-pod →
UK to ban internal combustion cars from 2040 →
Driverless electric vehicles could travel on Swedish roads later this year.
Britain set to follow France in embracing electric vehicle strategy.
Audi halts petrol A4 and A5 sales in Europe →
Car makers call on China to ease “impossible” EV targets →
Embattled German automaker forced to stop selling volume-selling models including S4 and S5.
Global automakers urge China to delay EV targets and soften planned quotas.
Car vending machines for China →
Driving Goodwood in the HSV GTSR →
E-commerce giant Alibaba to offer buyers the ability to shop for new cars and collect them from a large vending tower.
Two Aussies, one of them a supercharged V8, take on the hill that typifies the English car gathering.
Top 10: News stories Discover the most popular news stories read on motoring.com.au in Q2 2017. Click on an image to read the story.
2018 Toyota LandCruiser Prado facelift leaked →
US racer banned for life in Oz →
Kia Stinger interior eases fears →
Range Rover Velar pricing update →
Mazda3 MPS dead and buried →
Audi A1 and Q3 all-new for 2018 →
2017 Honda Civic Type R in Australia →
2018 Hyundai Kona SUV previewed →
Mitsubishi Pajero replacement “50:50” →
Volkswagen Polo Mk 6: 10 2018 Full details → Brought to you by motoring.com.au.
Top 10: Reviews Discover the most popular reviews stories read on motoring.com.au in Q2 2017.
Click on an image to read the review.
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Kia Stinger GT 2017 Review →
Hyundai Kona 2017 Review →
4WD Dual-Cab Ute 2017 Comparison →
Ford Ranger FX4 2017 Review →
Nissan X-TRAIL 2017 Review →
Volkswagen Arteon 2017 Review →
Skoda Kodiaq 2017 Review →
Suzuki Swift 2017 Review →
10 Hyundai i30 2017 Review → Brought to you by motoring.com.au.
Top 10: Videos Check out the most popular videos watched on motoring.com.au in Q2 2017.
Click on an image to watch the video.
2 Mazda CX-5: Video Review →
Ford Ranger FX4: Video Review →
3 Hyundai i30: Video Review →
Kia Stinger 2017: Video
6 Review →
Best Off-Road: 2017 4WD
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Land Rover Discovery: Video
Hyundai i30 2017: Video
4 Review →
ABDC 2017: HSV GTSR W1
7 Video Review →
A guided tour of the new
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Brought to you by motoring.com.au. carsales.com.au
Tips, tricks and advice
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Help your customers make more informed purchase decisions and grow loyalty.
Top five family must have features →
Tips for Aussie drivers visiting the USA →
Our top five family features prove sometimes it’s the little things which matter the most, particularly when children are involved.
You’ve booked your flight and will soon be driving in the United States. Here are a few pointers before you take the wheel.
Tyre rules to live by →
Buying a used car with confidence →
Black, round and not exactly glamorous, tyres nonetheless have a huge impact on the safety of you and your family when you’re on the road.
Manufacturer-approved Certified Pre-Owned programs take the uncertainty out of buying used.
Ute v SUV: Which is the best weekend warrior? →
Capped Price Servicing: Large luxury cars →
Aussies are buying utes in droves but are dual-cabs the best fit for families? We pitch Holden’s Colorado against its SUV equivalent, Trailblazer to find out.
Buying a new $70,000-plus luxury car holds no maintenance surprises with CPS.
Industry Market Watches The carsales networkâ€™s Market Watches are a must for savvy dealers and industry professionals looking to get an edge with unique insights and content.
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Published on Sep 15, 2017
Published on Sep 15, 2017
In this edition we analyse the findings of the latest carsales post-enquiry data, chat to three of the industry’s most inspiring women about...