Why don't dealers know about the R56?

[Simon Syddall]

Can someone help me to understand BMWs odd marketing policy, please?

In my experience, the Dealership network know little or nothing about the R56 and BMW have chosen to disseminate details of the new car through inviting selected journos, to rag, sorry drive them and report back to the public, that way.

We all know that the word of the journo - however biased, opinionated and misguided (Clarkson vs Vauxhall Vectra, Nader vs Jensen Interceptor), is gospel and, whilst the dealers know nothing, minds will be made up, based on the press reporting.

Surely, this is all wrong. The dealers actually sell the things, look after the customers in the front line. They should know more than the press - models, variants, what is available when, driving impressions etc. I would be well p***ed off, if I was a dealer, sitting on £xM invested in MINI and some press hack was given preferential treatment to me (who would inevitably thrash the thing and still make stupid comments about cup holders or some such). It smacks of disloyalty. Or, are BMW so **** sure that they contend that they have created/will create the market, using the press, amongst other means and the dealers will just box shift the things?

I made my mind up on the photos, rightly or wrongly and have a month old MCS JCW210 (again, in deliberate preference to a GP). I don't like the R56 headlights, grille or the interior (what little seen.........), so my R53 will have to last!

I am sure those, with more knowledge than I, or an inside line, will comment. I will read that with interest.

[AidenL]

I think the trick is that the car buying public read journals, papers, and now online to find out what they want to know about upcoming new models.

The internet and media in general is a far faster way of disseminating information quickly, to the masses and target audiences rather than via dealers.

Dealers are in the business of selling, rather than promoting primarily. I'm sure dealers will get taken deeper into the loop in the short term.

In the meantime, MINI2 is the fastest and most reliable way to find out what you need to know about the current and future MINIs.

Remember , 3.00 pm tomorrow, beans will be spilled

And I have a feeling you all won't be disappointed after the shaky start

[Olly.]

I think it is because the car isn't finished the dealers can't get their hands on one. My dealer said that they all get to do the track day in the new model, but that won't be until it is nearly ready to hit the showrooms. Also dealers use MINI2 whenever they want to get any info on new models anyway

I guess the press can generate a lot more interest in the car than a dealer can.

[Paul]

There's surely also a financial reason. You send me on a launch, 1 person. I get the images, video and news on MINI2, and about 20,000 people come to the website in one day to get that information.

You pay for 1 dealer, what kind of return do you get on that? Dealers will get their chance to play with the new (finished) car in good time, but obviously it makes a lot of sense for members of the media to get a chance as early, if not earlier, as they will get a lot of publicity and interest for the brand.

[LMB]

Quote: Originally Posted by AidenL (original)

Dealers are in the business of selling, rather than promoting primarily.

That is it exactly. Promoting is the job of the Mini Press office and the best way to get people talking about the car is first to get it in the national press. As Paul said, just by him alone getting access to the test mule, 20,000 others got access to all the info. It makes business sense.

[Hat]

so long as the dealers don't get left behind when it comes to the details again like with the current cars.

[Paul]

A lot of the time I think it's down the dealers. We often see one dealer has a lot of good knowledge, another very little. So often it is available, its just a case of whether or not they use it well.

[ALD0]

Only a true salesmen will research the product he/she is selling!

[Root Ginger]

When I placed the order for my 2008 JCW S the dealers were pretty clued up. Although they didn't know anything about the JCW (but then neither do we) they were fully aware of the R56 MINI in general. The lovely sales lady even said they had seen the photos and watched the videos on MINI2. That put a big smile on my face

I would say if you go to place an order for the R56 and the dealer doesn't know about it, walk out. If the sales team are not interested in learning about the latest models and the latest details in the MINI world then how can they be best placed to advise you on your purchase?

Unfortunately some staff are there for a job but take no real interest in what they are selling. Those that have enthusiasm for the product are the ones to deal with.

[Root Ginger]

Quote: Originally Posted by Interceptor (original)

Only a true salesmen will research the product he/she is selling!

Damn, you've just summed up what took me 5 min's to write in one sentence

[jon vital]

Sales people in the car trade are always moving around. Very few know or care about the brand they are selling.

[mister.t]

Quote: Originally Posted by Root Ginger (original)

I would say if you go to place an order for the R56 and the dealer doesn't know about it, walk out. If the sales team are not interested in learning about the latest models and the latest details in the MINI world then how can they be best placed to advise you on your purchase?

Spot on!!!! The first dealer we went to before the original R50 Mini was launched didn't seem at all interested in our purchase. However, next dealer (Milcars), were more than willing, and we ended up purchasing from them.

[Simon Syddall]

I have dealt with three different MINI dealers.

The two from whom I bought cars personally (2 cars), or directly influenced the purchase (2 cars) lived and breathed the brand and that is what I bought the cars. It is what I hear from them, about how thy are given infromation and how they are treated by BMW, that made me ask my original question.

Having spent £45k personally and influenced another £28k, if not £42k, including my sister, who I recommended, I think that gives me a right to be interested in the future and still contend my delaer is the most natural place to ask.

My partially informed opinion is that BMW operates a "mushroom farm" policy.....................

[Paul]

The problem is it would be hard for your regular sales guy to sell and focus on current models when they're getting information on new models they cannot actually offer to customers yet. Overall it seems to work pretty well, but I can understand their frustrations.

[ned78]

Quote: Originally Posted by Paul Mullett (original)

The problem is it would be hard for your regular sales guy to sell and focus on current models when they're getting information on new models they cannot actually offer to customers yet. Overall it seems to work pretty well, but I can understand their frustrations.

We get our information the same way the Public do, through Magazines and Websites. Info only comes out from BMW/MINI on new models when they've officially been released, and rightly so. Would you rather a Dealer guessing on colours and trims, or knowing concrete facts?

I love speculating on the R56 with my MINI friends, and with the local MINI Club, but will I speculate as a Dealer? No, because I value my customers too much, and I will only give them the correct, MINI supplied information when it does come through the official channels.