Hard Times For U.K. Dealers

Press, Volume CIX, Issue 32166, 9 December 1969, Page 22

Hard Times For U.K. Dealers

Britain’s used-car traders are having a hard time at present, and are anxiously awaiting some action from the British Government which will help get their growing stocks of used cars moving again. Leaders of the Motor Agents Association are hopeful that something will be done to ease the squeeze on used-car buying, and they have suggested that hire-pur-chase deposits should be reduced in the case of cars more than a year old. The feeling is that Britain’s motor trade has had to shoulder more than its fair share of the economic burden, and that some action from the Government is overdue, writes John Langley in the “Daily Telegraph.” With dealers so anxious to do business, there are some bargains to be had by motorists who do not have to worry about hire purchase. But not surprisingly in this situation, the customers are being very choosey. They are proving sensitive about the mileage reading showh on the speedometer; there is a growing tendency to regard anything with more than 20,000 miles on the “clock” as a high-mileage vehicle.

Before the Trade Descriptions Act came into force, many of these cars would, no doubt have been "clocked” •—the trade term for winding back the mileometer to give a lower reading. The Act has made this a risky procedure for dealers, as recent court cases have shown. Yet former fleet cars can often offer good value to the private buyer. Contrary to popular belief, they are usually well maintained and looked after.

Ford, like the other big manufacturers, is paying a lot of attention to the art of selling used cars because it is directly related to the sales of new cars. .It has a team which is constantly investigating methods of reconditioning used cars efficiently and eco-

nomlcally. It has recently been having a look at an “interior freshener” which can make an old car even smell like new. About 52 per cent of used car buyers come from what is called the artisan class and the purchase is very much more of a family affair than is apparently the case with new cars. They like to be able to choose from a wide selection at any one dealer and feel more secure with a fac-tory-backed warranty scheme. A poll among buyers recently revealed that the dealer’s reputation was the point that influenced the sale most, strongly, followed by the stan-

dat’d of reconditioning and preparation. Some used-car dealers are surprised at the number of motorists who will buy a car in the dark, or without even taking.it for a trial run. To those who are dissatisfied with their purchase their advice is to take it back and complain. “These days, the courts are very often on the side of the customer and a reputable dealer doesn’t often refuse a refund or an alternative vehicle if the customer is genuinely unhappy." One dealer has found the secret of success is to "personalise” the car for its new owner. He sticks a vinyl roof covering on and two gold

lines down the side. People love it It is not only the private motorist who is susceptible to this kind of sales psychology. As an experiment, one dealer entered a group of used cars, Which had not received any special preparation, at a trade auction with high reserve prices to see what they would fetch.

None reached the reserve figure. They were taken away and treated to a reconditioning process, including items such as new pedal rubbers, at an average cost of $lO a vehicle. Re-entered in the auction, they fetched an average of $BO a car more.