FOCUS ON USED CARS - Independents leverage franchise-style presence and no-haggle pricing for success

"Our customers feel that they have stepped into a new-car dealership”, boasts Nassar Rod, dealer principal of AutoRama in North York, Ont.

“we are not a used-car lot; we are a used-car dealership with a new concept and with this goal in mind – that the used-car business should be run as a truly modern, customer-friendly enterprise with the right vehicles customers want to buy”. At this point, AutoRama used cars inventory has over 140 cars indoors in comfort.

Rod says people come to AutoRama for more than just indoor shopping. Customers can get all the information they need about the car they want such as where It was bought, its accident and service record. If available , They also get a guarantee that the reading on the Odometer is accurate and that the vehicle isn’t branded or flooded damaged.

There is no haggling; the sticker price is the price of the vehicle, he says. And no high pressure tactics.

Sales people receive a flat rate for each vehicle or warranty sale. “Our sales consultant’s objective is helping customers find the vehicle they want at the price they can afford, “ he says.  “ we won’t pressure them into buying our car if they choose not to.”

AutoRama store stocks cars in the $8000 to $ 29,000 range.

(Source : Canadian AUTOWORLD , June 2004)