12
MARCH 2018
MATCHMAKING AUTOMOTIVE STYLE EARNS TOP NATIONAL AWARD FOR ALBERNI TOYOTA Dealership Named The Best Of 248 Stores In Canada
P
ORT ALBERNI - Selling a car should be closer to matchmaking than marketing. It may sounds fanciful but it makes sense. For the owner who has a long daily commute or a job on-the-road, more time could be spent with the car than with a spouse. Matching vehicle and owner is the goal of Alberni Auto’s Toyota and Chrysler divisions. The approach is embraced by more than customers: Alberni Toyota was just named the best of 248 stores in Canada. This accomplishment under the Toyota President’s Program is even more impressive since the dealership is in a small community an hour drive from the closest urban centre. “We achieved the top score in Canada for sales excellence,� says General Manager Shawn Elder. He defines sales excellence as finding the perfect vehicle for the buyer.� “I don’t consider myself a sales person. I provide information and options and help the person seeking a vehicle find their best value,� he says. For many people a vehicle is both a major financial commitment and a partnership that lasts for a decade or more. The average owner now keeps his or her vehicle for 11.5 years. People LOVE their cars in a way that they don’t love other purchases. Many even choose to name their cars. A 2017 survey by carjojo.com reported 42 per cent of owners bestowed names upon vehicles. Because it is a major purchase, many buyers descend on the car lot seeking the best possible deal. By contrast, Elder encourages buyers to seek the best possible value: the vehicle that meets all their requirements and that they
s ’ l e rg
U
Shawn Elder
“You need to love the vehicle – you’re going to be looking at it and living with it every day.�
Number One in Canada, the staff at Alberni Toyota are celebrating their President’s Program award at the best of 248 Canadian stores
will love owning and driving. Even when people arrive determined to buy a specific car they’ve seen on the lot, Elder insists on a test drive. “You need to experience the vehicle. Once you do, either you’re going to figure out this is exactly what you want or you will find out you don’t like it. You need to love the vehicle – you’re going to be looking at it and living with it every day.� O f ten p eople a r r ive se eking a specific vehicle or colour and leave with something else that turns out to be their better choice. For the right vehicle, price is secondary to value. “You pay for
the vehicle because it is the right vehicle and even years later, there is no buyer’s remorse.� For s o m e o n e s t a r t i n g t h e search, Elder recommends talking to trusted family/friends about their experiences. “See what they have bought and where they have bought and if they’ve been happy,� he said. “Have they enjoyed a good buying experience combined with excellent follow-up service?� The service aspect is important because modern vehicles are heavily computerized. “They don’t build them like they used to,� Elder said. “The amount of technology that’s in a vehicle now is just amazing.� Computerized veh icles a re often self-monitoring and can be updated by dow n load i ng software. Elder also predicts the market is 10 years from self-driving cars. These cars will have optional user control but the ability to override driver choices. “The second you mess up, the self-driving car will take over.� Electric cars becoming common with legislation and widespread
Services Include: • Aluminum & Fibreglass Boat Painting • Automotive Painting • Windshield Repair & Replacement
auto collision
&KH\HQQH 0F*LQQLV 5HODWLRQVKLS 0DQDJHU %XVLQHVV %DQNLQJ
Phone: 250.724.3234 4780 Tebo Ave, Port Alberni
development of charging stations supporting their use. Alberni Chrysler just sold its first electric hybrid Pacifica mini-van to the city of Port Alberni. Elder notes the vehicle market is diverse. He sees everyone from starter buyers acquiring their first vehicles to seniors choosing their ‘last car’. There is always a following for trucks and the new, sporty Toyota Camry is a popular option for younger buyers seeking a
blend of security with style. Compact SUVs are also popular, since they combine fuel efficiency with the safety of all-wheel or four-wheel drive, multiple passenger, and cargo capacity. The bottom line when establishing a relationship with a new or new-to-you vehicle is making the right match. “Do you like it – or do you love it?� Elder asks. “To get your best value, you need to love it.�
&RQJUDWXODWLRQV WR $OEHUQL $XWR *URXS IURP HYHU\RQH DW %02 :LVKLQJ \RX WKH EHVW LQ \RXU QH[W \HDUV RI EXVLQHVV DQG EH\RQG
Proud partner of the Alberni Auto Group
The team at Alberni Chrysler helps clients find and maintain their perfect vehicles.
'LFNLQVRQ &URVVLQJ %UDQFK 1 ,VODQG +LJKZD\ 1DQDLPR %& 9 9 3 7HO &HOO
HUB International Insurance Brokers The Insurance People to See Autoplan - Private Auto Travel - Snowbird - RV Business - Contractor - Home Condo - Tenant - Boat Farm - Life - Accident & Disability Ins - Construction Liability -Bonds - Strata
#8 - 1551 Estevan Road Nanaimo, BC V9S 3Y3 Phone: (250) 753-4169 Fax: (250) 753-4998 Open Monday - Friday 9:00am to 5:30pm Open Saturday 9:00am to 5:00pm
&RQJUDWXODWLRQV WR WKH $OEHUQL $XWR *URXS RQ DOO \RXU VXFFHVV 6HFRQG $YHQXH 3RUW $OEHUQL 3