BUYING A CAR

Dominion, Volume 27, Issue 34, 3 November 1933, Page 15

BUYING A CAR

Value of Good Service In automobile advertising you read ' of the high quality of service rendered by the dealer from whom you bought or are about to buy your car, states an American newspaper. You may dismiss the phrases dealing with service if you wish and contend that they are merely another lure, but they are important. They are important because manufacturers, having passed the industrial cemeteries in which the remains of their shortsighted competitors lie buried, know that in the last analysis a buyer comes back only because the dealer has kept him happy. - The manufacturer therefore attempts to see that the dealer gives good service, which does not necessarily mean free service. And the dealer, who has also passed by the cemeteries in which shortsighted competitors’ hopes sleep, needs no prodding from the factory. He has survived in this highly competitive business because he has realised that his best booster is the satisfied owner. When he fails in that respect he has begun to close his doors. There is another side of the picture, that depicting the automobile owner who succumbs to the lures of the cutprice repair shop or shops which represent that they are specialists in some particular make of car, better equipped even than the regular dealer to keep the machine in repair. The claims frequently are fraudulent. The authorised dealer, schooled carefully by the factory in the best methods for ’keeping the. product serviceable, is assuredly the person to cure the ills which a motor-car develops after long and hard use. If he has been in business long you may be certain that his service kept him there.