Pub. 13 2014-2015 Issue 1

N E W J E R S E Y C O A L I T I O N O F A U T O M O T I V E R E T A I L E R S I S S U E N O . 2 , 2 0 1 4 4 new jersey auto retailer Chairman’s MESSAGE | BY ERIC NIELSEN Highlighting Good Deeds is the Best Way to Improve Public Perception of New Car Dealers Ask a consumer what they think of car dealers as awhole and you’re not likely to hear a lot of positive adjectives. The industry’s popularity would probably not rank very highly. But ask themwhat they think of their last car buying experience and the vast majority will give “their” local dealer a glowing review. How can these polar-opposite responses both exist? The almost knee-jerk reaction toaquestionabout the industry is a testa- ment tohowingrainedmisinformationandnegative perceptions about automotive retailers have become. Some peoplemay groupALLnew andused car dealers together. Othersmay remember a bad experience they had years ago and, regardless of more recent successes, still holds animosity against an industry they feel wronged them in some way. Each individual dealer can combat the negative perceptions by treat- ing every potential customer who comes through their door fairly and respectfully. We’ll never hit a homerun with 100% of the people who walk into our showrooms, but we can strive to provide the best service possible. As a group, the industry also needs to do a better job of promoting the goodworkwedo in the cities and towns throughoutNewJersey. When you sponsor a local sports team, make sure the community knows about it. When you collect food, clothes, books or any other item for those in need, make sure the public knows you are a drop-off point CHAIRMAN’S MESSAGE  continued on page 10