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Grip : GRIP September 2012
FLEET GRIP By Gary Johnston National Sales Manager THE grow th of the Subaru business has been built on the back of fleet sales over the past few years. We have seen some major conquests with Liberty and Outback to not only rental companies, but to some very large retail, manufacturing and service industry customers. Our challenge for 2013 and beyond is about growing our retail business. It would be easy to walk away from fleet, but in reality, this part of our business has helped us to achieve many of our goals in some of the most difficult of circumstances over the past three or four years. We will not walk away from fleet. What we will do is work very hard on growing our retail business. More clarity of that strategy will follow in future editions. Our new direction for fleet has begun with a restructure where we have incorporated fleet into sales. As such we are now one team. One pool stock, more support from a regional perspective, and a focus on securing support from the big end of town. Our fleet team (Robert Carney, Peter Clifford and Richard Wells) will focus on major fleets and they will be supported by our business managers, who will be responsible for dealer performance with fleet. Robert has been appointed our Senior Fleet Manager, and Peter and Richard will support Robert in leading our fleet focus. Danielle Ursino will be supported by our sales administrators to help you find stock and get the answers you need to get the orders. Of the utmost importance is maintaining the excellent relationship we have with the FMOs, and this area of our business is critical to our continued success. From a dealer point of view, the oppor tunity with novated lease/salary sacrifice is growing. Failure to grasp this part of the market will cost us sales. The impor tant thing here is this is retail business. We will not be throwing thousands of dollars to secure this retail business. What we need to do is convince these buyers of the merits of our product and the reasons why they should buy. Over the next six months, we will have some really exciting product that will ignite fleet interest in our brand. In January the all-new Forester arrives. Dealers should be thinking now about how they are going to show this market- leading SUV to their fleet customers. Then, in March, we get the long awaited Outback diesel CVT. Whilst we think this will be most attractive to rural customers, fleets will put this on their shopping list. Again, start thinking about how you can tell your customers about this new addition to our range. Our fleet team is focused and committed to a new direction. This direction is not about volume. It’s about quality business. It’s about growing our retained value. It’s about strengthening our already great fleet relationships and it’s about A4TD. We want fleet owners to choose our product because it delivers on value for money, on reliability, on whole of life and on retained value. We don’t want to sell cars to customers where we cannot tick those four boxes. In the end, if we don’t tick those boxes, no one will want to buy our products. Not fleet, not retail. “The bitterness of poor quality remains long after the sweetness of low price is forgotten.” This a quote from Benjamin Franklin, not one I made up. It’s a very sobering reminder of the impor tance of our A4TD philosophy and one that we must apply to fleet. Our fleet success was built because of one thing: the fact that our brand was FLEET: A NEW DIRECTION Rank Retailer Location August 2012 1 DOCKLANDS 69 2 MT GRAVATT 56 3 OSBORNE PARK 30 4 ADELAIDE 28 5 PARRAMATTA 26 6 WANGARA 24 7 SUTHERLAND 23 7 GLENELG 23 9 NEWSTEAD 22 10 VICTORIA PARK 19 10 WOLLONGONG 19 12 PENRITH 18 12 WEST RYDE 18 14 GLEN WAVERLEY 16 14 HOBART 16 14 FYSHWICK 16 14 PETERSHAM 16 18 LIVERPOOL 15 18 TOWNSVILLE 15 20 PHILLIP 14 August 2012 Fleet and Government Sales by Retailer Rank Retailer Location August 2012 1 DOCKLANDS 676 2 SUTHERLAND 261 3 MT GRAVATT 258 4 PARRAMATTA 202 5 SOUTHPORT 182 5 WANGARA 182 7 ADELAIDE 179 8 VICTORIA PARK 176 9 OSBORNE PARK 158 10 WEST RYDE 156 11 LIVERPOOL 154 12 NEWSTEAD 153 13 PENRITH 145 14 GLEN WAVERLEY 143 15 LINDFIELD 131 16 ROSEBERY 119 17 CHULLORA 117 18 PETERSHAM 111 19 TOOWONG 108 20 GLENELG 105 YTD August 2012 Fleet and Government Sales by Retailer CONTACT GRIP worth having and that it delivered on the things fleets wanted. Our direction is plotted. We will not walk away from fleet, but we must continue to ensure the Subaru brand stands tall. INSIDE GRIP HOME PAGE PARTS & ACCESSORIES AFTERSALES MARKETING SAFETY WHO’S WHO AT SUBARU ALLIANCES AMBASSADORS TRENDS DEALER STATS SPORT
GRIP August 2012
GRIP October 2012