Dealers are being instructed that a new marketing approach is needed to sell green cars. Dealers need a different approach to reach customers for the new environmental sub-brands that motor manufacturers are starting to apply to mainstream, motor industry consultancy Network Automotive advises. Vehicles such as Volkswagen’s Bluemotion range and Ford’s Econetic models have such a strong selling points in their environmental credentials that retailers need to make sure they make the most of them.
Managing director Colin Bruder said: “Most dealers have not had cars in their showrooms before which wore their environmental credentials so proudly and they need a new marketing approach.
“Potential customers for these eco-models will not necessarily be tempted into the showroom with the same kind of marketing tools that have worked for other family cars in the past.
“They are likely to be less impressed by the showroom appeal of a car and more by hard facts about its green performance. A serious minded approach is needed by dealers.”
Bruder explained that one idea that his company was discussing with dealers was environmental sessions where potential customers could find out about subjects such as greener driving techniques.
He added: “We are still really finding out about these customers but it does seem that a customer who wants a very low CO2 car often also wants to know how to drive it as economically as possible.
“It could be that dealers also look at tie-ins with other organisations that wish to promote greener motoring, such as local authorities or fleets operating in environmentally sensitive industries.”
Bruder said that fleets were likely to be among the early major customers for these environmentally branded cars and vans.
He said: “This will happen because of taxation factors such as the CO2-based benefit in kind taxation scheme but also because many drivers and their employers are keen to be seen to be green.”
