Why Accessories? 1. Buick customers want to personalize their - - PowerPoint PPT Presentation

LUXURY AS IT SHOULD BE: YOUR KIND OF LUXURY

1. Buick customers want to personalize their vehicle 2. Dealership satisfaction is improved by offering accessories 3. Simply offering accessories generates incremental Accessories sales and Dealership profit 4. Showcasing accessories on a vehicle is a powerful way to stimulate accessory sales

Why Accessories?

LUXURY AS IT SHOULD BE: YOUR KIND OF LUXURY

New vehicle buyers want to personalize their vehicle and actively shop for personalization options ~60% of new vehicle owners shop for accessories….. either

before, during or after taking delivery of their new Buick

After Purchase During purchase Prior to purchase 24% 10% 24%

Accessory Tracking Study – Aug Buyers

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A Dealership can make incremental gross profit and increase Dealership

Satisfaction when customers are offered personalization

Satisfaction with Dealership based

• n who discussed personalization

Accessory Tracking Study – Aug Buyers

No one Someone else at Dealership Dealership Salesperson 72% 84% 94% 22 pt Improvement

Customers have higher satisfaction with their Dealership when

• ffered personalization

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53%

Simply offering accessories can significantly boost Dealership accessory sales

% Customers Offered Accessories at Dealership

Not Offered 53% Offered 47%

Accessory Tracking Study – Aug Buyers

53% Purchase Accessories 34% Purchase Accessories % Customers Who Purchase Accessories 19 pt increase in purchase rate Most purchase from the Aftermarket

60% of customers are actively looking to personalize their vehicle yet less than half are ever offered the opportunity

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PNUR understates the true accessory transaction value

Myth:

• If my dealership PNUR is $200, then every customer who purchases

accessories is worth $200 Fact:

• Transaction value is NOT the same as PNUR
• If a dealership PNUR is $200 and 43% of customers personalize
• The transaction value is $465 plus installation labor

Getting one more customer to personalize is worth more than $465 to this dealership

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Buick Accessories sales represent 65% of Buick buyers purchases during the first 90 days

35% GM After- market Best chance to take $$ from the Aftermarket is to offer Buick Accessories Taking share helps fund new vehicle programs

Accessory Tracking Study – Aug Buyers

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Top Aftermarket accessories bought by Buick buyers who personalized their Buick in the first 90 days

Product % who purchased from Aftermarket Door Sill Plates ~100% Side Window Deflector 67% Floor Mats – Cargo Premium All Weather 50% Floor Mats – Carpet Replacement 50% Floor Mats—Premium All Weather 24%

Accessory Tracking Study – Aug Buyers

LUXURY AS IT SHOULD BE: YOUR KIND OF LUXURY

Showcasing accessories on a vehicle is a significant driver of customer purchases

Over 50% of customers who purchased accessories were influenced to buy based on seeing the product displayed Customer spend is DOUBLE when exposed to a showroom accessory display

Accessory display Accessories on a vehicle 26% 35%

Yet only 35% of buyers saw accessories on a Buick

Accessory Tracking Study – Aug Buyers

LUXURY AS IT SHOULD BE: YOUR KIND OF LUXURY

What can you do to take advantage of Buick Accessories

• Put an accessories selling process in your dealership so every

customer has the opportunity to personalize their vehicle.

• Offer accessories before the customer gets to the F&I dept.
• Remember that offering personalization will increase the

customer’s satisfaction with the Dealership….don’t be afraid to ask.

• If you are asking customers today, understand the impact of

mannequin vehicles

• Look for Accessories opportunities on vehicles in for the first

service visit

LUXURY AS IT SHOULD BE: YOUR KIND OF LUXURY

Buick Accessories….

• Improve your CSI
• Increase your Profits
• Are good for you and Buick