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An Odd, But Very Good Reason To Stick With A Brand

William Maley

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Recently, I was having a conversation with one of my Grandmas about a new vehicle. She currently owns a last-generation Chevrolet Impala and is pretty happy with it so far, but has decided she would like to get a Chevrolet Equinox. She wants the taller ride height to see the road a bit better and a little more ground clearance to get through the snow. I was asked for my opinion on the matter and I told her that if she sticks with a four-cylinder, then a Equinox would be a very good vehicle.

Right after I said this, I asked her why a Chevrolet Equinox? She gave a reason that I thought at first was odd but making perfect sense a moment after. She explained that the local dealer she bought her three previous Chevrolets have been good her. Like when she brings in her Impala to dealer for an oil change, she'll get 10 percent off the service since she bought the vehicle there and they vacuum out the vehicle.

Why does this make sense? For many people, their only interaction with an automaker takes place at dealer. If dealer treats that person very well, more than likely, that person will come back and buy another car from that brand. Treat them badly and you not only lost a person to a sale, you lost them from ever checking out that brand ever again.



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This only works for dealers with an excellent service reputation. There is a Chevy/VW dealer near me with a notoriously bad reputation. "My" Cadillac dealer became "My Cadillac dealer" because of their excellent service and going out of the way with the little things.

Our neighbors across the street were Pontiac customers for years before they switched to Hyundai on the last cars. Why did they switch from Pontiac to Hyundai? Because their dealer switched. They end up very disappointed with their first Hyundai, a previous generation Elantra, but went back and traded it for a Tuscan.

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I completely agree on dealer service as the primary if only reason to buy your next car from that dealer. Bad car + worse dealer = loss of market share to competition period. Too bad GM did not truly learn this back in the 70s when they needed to.

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I totally agree with this and I can tell you my dealers that I do business with are my friends. Sadly due to sales harassment, I will not be going back to the Bellevue Chevy Dealer. My Cadillac dealer can more than take care of the Trailblazer and I will be happy to have them service it. 4 auto's from this Cadillac dealer and their service shop goes out of it's way to take care of me.

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For me it's quantity of visits. More than 3 visits to a dealer because of issues I don't consider routine maintenance and wear in the first 100,000km would basically kill a brand as contender for next vehicle purchase. For routine maintenance I don't deal with dealerships.

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I can see that...my Dad bought mulitple Mercurys and Lincolns from the same dealer over a 25 year period, multiple Fords from the same Ford dealer as well.

I've moved twice since buying my Jeep, so the original dealer is now 750 miles away...but I am likely to buy another Chyrsler product when I buy next..

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This is so absolutely true. When you enjoy your car and especially enjoy your dealer, it makes everything simpler and nicer to do business with. We moved from center city west about 35 miles further out in suburbs and have clients who make the drive just to see us for service and when their next lease is coming due or otherwise.

There is always the idea to try other brands, and I've had a few clients who have, then they come back. It's nice to see this kind of loyalty, and people appreciating proper service. It's rare in a way but refreshing.

Though not for my brand, between myself and my mother, have now had 3 back to back Pontiac-GMC-etc. vehicles from a dealer in NJ because of a great first and repeat experience we've always had there. Makes a difference, and is a dealer's daily challenge to maintain this atmosphere.

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Good topic and post....its like my work and what I've learned and tried to perform daily, good service, product, personalities, they're more likely to come back and recommend to others!

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I agree with Granny that a good experience at a Dealer would bring me back. However, if the brand doesn't hold up, then even the most wonderful dealership could not get me back. I think the phrase "sales and service" cannot be taken lightly. I loved the classic T-Birds, bought a brand new late model one that was nothing but mecanical and electrical problems. The dealership was great, but the brand lost me (for the newer models) when even with a polite dealer, I was spending too much time bringing it back. It took an Explorer to bring me back to the brand and the dealer.

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I too prefer buying a branded vehicle as branded vehicles are quality made and they go through a lot of quality checks while they are manufactured. I always insist choosing a branded product as they require very less maintenance. Branded products generally come with warranty due to which it gets repaired free of cost when it is under warranty.

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I too prefer buying a branded vehicle as branded vehicles are quality made and they go through a lot of quality checks while they are manufactured. I always insist choosing a branded product as they require very less maintenance. Branded products generally come with warranty due to which it gets repaired free of cost when it is under warranty.

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