Heavy truck dealers: The pain of multi-brand agency

In the previous “Service Competition” column, most of the visits by Xiaoji were 4S stores of various manufacturers, or at least 2S stores with sales and maintenance functions. Even if they visited dealers who represented multiple manufacturers’ products, most of them were brands. Independent storefront. For those distributors who represent several brands and are concentrated in one sales area, there are not many visits. This time visiting dealers in Zhangjiakou, Xiao Ji brings you a “big agent” service competition.

Heavy truck dealers: The pain of multi-brand agency

June 28. Zhangjiakou.

After a series of inquiries from Commercial Automotive News reporters, they arrived at the Zhangjiakou branch of Tangshan Qidong Mechanical and Electrical Equipment Co., Ltd. (mainly represented by Futian Auman, China National Heavy Duty Truck, SAIC Iveco Hongyan, Shaanxi Auto, FAW Liberation, etc.. Hereinafter referred to as Jidong Electromechanical, it is also a Foton Auman's 4S shop, with a dedicated Auman service area) and China Automotive North China Zhangjiakou Ka Wah Automotive Sales Co., Ltd. (mainly North Benz, Sinotruk, Dongfeng Commercial vehicles, SAIC Iveco Hongyan, etc. Hereinafter referred to as China Automotive Ka Wah). According to the taxi driver, this is the focus of the Zhangjiakou sales heavy truck.

From a foreign perspective, the two feel very general to reporters. There is neither the scale of a regular 4S store nor the LOGO that is particularly noticeable. It can only be seen from a few heavy trucks placed at a distance that this is a dealership selling heavy trucks. Compared with 4S stores, how does this agency of multi-brand dealers perform on the service?

Store layout: Despite the order, it is hard to find

Since Jidong Electromechanical Co., Ltd. and Kaoh Wah Group also represented more passenger vehicle brands at the same time, more passenger cars were exhibited in the exhibition hall, and heavy truck products were placed on the outdoor exhibition grounds.

Entering the main exhibition hall of Jidong Electromechanics, it is difficult for reporters to find signage for heavy truck sales from numerous passenger car shows. Walking in the room and there was no corresponding staff approached, which made reporters puzzled: Is it just a heavy parking lot? In order to find out, the reporter decided to enter the exhibition hall. Instead, the reporter got a positive reply from the security guard at the front gate of the parking lot: “Large trucks, sell here.” Then he led the reporter to enter the exhibition hall from a side entrance, on the right The side of a row of glass houses saw the "heavy card department" tips. In addition, there are door numbers in different departments such as cars. If we only look at these numbers, the regional division of Jidong Electromechanical Co., Ltd. is still quite clear. Unfortunately, due to the corner of the exhibition hall and the blockage of the exhibited vehicles, it is not possible to provide orientation instructions to the first-time buyers.

The situation of CNAF Ka Wah is similar to that of Jidong Electromechanical. From the outside of the exhibition hall, the LOGO of SAIC Hongyan Iveco has been replaced, showing the keenness of China Gas Ka Wah to the market reaction. However, entering the exhibition hall, it is difficult to find a department responsible for sales of heavy trucks. After consulting a car buyer, the reporter saw the three characters of the “truck department” on the glass house in the upper right corner of the exhibition hall.

Reporter's comment: This chaotic disorder has little to do with sales of passenger cars or commercial vehicles, because the situation of passenger cars is also not very good. In fact, the reason for this situation lies in the fact that multi-brand agencies: They can't favor each other and they don't have so much money to upgrade. It seems that the popularity of 4S stores still makes sense, and at the very least it relieves consumers of the troubles they are looking for in many brands.

Service attitude: not enthusiastic in the hot days

When the guards of Jidong Electromechanical came to the heavy truck sales staff with reporters, he was listening to music. After hearing that the reporter wanted to buy a heavy truck, after looking at the reporter, he said, “You waited a moment,” and then went off to the music and led the reporter to the sales desk lined up by several tables in the exhibition hall. Due to the reporter's foreign accent, the salesperson's attitude toward reporters has been lukewarm until he noticed a clear demand for a car, he was enthusiastic, and took the initiative to give the reporter a chair. When the reporter stated that the specific intention of buying a car needed advice from friends and relatives in the field, the salesperson volunteered to save the reporter's long-distance expenses and use the phone in the store to make the reporter feel comfortable.

Although the sales staff of Jidong Electromechanical Co., Ltd. still have a bad attitude in service, the sales staff of China Kaohsiung Ka Wah disappeared and even surprised reporters. In the room of other departments of China Gas Ka Wah, there are sales staff or rest, or to negotiate with customers. But here in the truck department, reporters only saw a number of product color pages and mobile phones on the round table, which at least shows that there should be someone on duty. It was a pity that after the reporter had waited more than 10 minutes, the salesperson came slowly. After seeing the reporter, he was still lazily looking. He asked the reporter what the car was to buy and told reporters "We know what we want to buy here. We can discuss the specific price."

Reporter Comments: Although it was always complained about the lack of enthusiasm and enthusiasm of the staff in the 4S store, but after visiting Jidong Electromechanical and SAIC Ka Wah, they began to feel that the relative performance of the 4S store staff was actually quite good. One of the consequences of such a large agency dealer model is that the staff does not have a sense of belonging to the company, and it does not reflect the company’s service philosophy accordingly. On this basis, if the dealers do not manage internal personnel well, it is easy to bring about a lack of service.

Business capabilities: uneven levels, sales tend to be obvious

When Jidong Electromechanical's sales staff learned that the reporter wanted to purchase FAW-liberated single-bridge tractors, he took the initiative to recommend the Liberation Converse to reporters, and they continued to say that the car was the best selling place for them and it was also the market. The best performance. However, when a reporter asked about the configuration of the car, he couldn't say anything. Instead, he said that reporters should understand the configuration. “Why else do you buy a liberated car?” When a reporter asks if other brands need to find someone else The salesman said that he is looking for the same person.

The reporter then said whether or not he could look at the product color pages to understand the vehicle configuration, but was told that they had never prepared a product color page, only a product description of FAW's liberation. However, reporters at the corner of the desk behind the sales desk found only those manufacturers' product pages.

When the reporter finally asked for a price after liberating Aowei 6×4 tractors, the salesman couldn’t tell, but told the reporter that he was a dump truck and was not familiar with the tractor. What makes the reporter feel incomprehensible is that after the salesperson takes out the price list, he cannot find the corresponding information.

In this regard, the performance of the staff of China Gas Ka Wah is strikingly in line with Jidong Electric. Due to the late arrival of the staff, the reporter has already picked up the color pages of the products represented by China Automotive Ka Wah, and decided to “buy” a tractor of the North Mercedes-Benz. When a reporter asks related questions, although the salesman can say the model configuration more smoothly, once the reporter asks about other models, he is slightly less powerful.

What makes the reporter surprised is that the staff of Jidong Mechatronics and China Automotive Ka Wah Group all have quite obvious tendencies when recommending models, especially in Jidong Electromechanical. When the reporter saw that the bronze medal behind the salesman had heavy-duty trucks from Futian Auman, China National Heavy Duty Truck and other manufacturers, and he wanted to know about it, he was not so enthusiastic. Instead, he repeatedly stated that the reporter's car environment was more suitable for the use of FAW-liberated products. The reporter repeatedly asked him to brief the reporter about the products of other manufacturers, but he refused, eventually telling the reporters that Shaanxi Auto Heavy Truck and Auman’s ETX are all good. Of particular interest is that the sales staff also told reporters Jidong Electromechanical or Fukuda Auman's 4S shop.

When the reporter was about to leave, the sales staff of Jidong Electromechanical stated that if reporters really want to buy a car and do an installment loan for them, they can not only enjoy the 30% down payment but also can contact the trailer manufacturer through them. The relevant description of the trailer is in place.

Reporter Comments: Xiaoji had already heard that each manufacturer's preference for distributors is different. In such large agency dealers, the rebate level may become one of the factors affecting the staff recommendation products. The visit to these two dealers undoubtedly made Xiaoji personally aware of this. Without saying anything else, it seems that there is an overt marketing nature in terms of the staff’s recommendation alone. Perhaps the "real users" have already had their own minds, but users who ask for a car like a small note are often at a loss.

Maintenance advice: better than nothing

The reporters did not get much special advice on the maintenance of the vehicle during the operation of Jidong Mechatronics and China Automobile Ka Wah. Jidong mechanical and electrical sales staff told reporters that FAW liberation has been sold for so many years, there are many maintenance points across the country, do maintenance is not necessarily to a professional 4S shop, especially the supply of accessories, in order to facilitate the sports car, who Have their own habits to go to the maintenance point. The staff of SAIC Ka Wah said that truck repair is still very timely and convenient, and only those big customers will consider doing maintenance in a regular 4S shop.

When reporters questioned the service levels of some service stations, the staff of China Gas Ka Wah told reporters that the technical content of repairs and maintenance is not very high for domestic trucks. The key is to look at the cost of working hours and material expenses. "Which company can't directly invest in setting up so many professional service stations, most of them are authorized agents. As long as the price is fair and the technology passes, everything is the same."

As for the maintenance in the car process, the sales staff of Jidong Electromechanical Co., Ltd. merely stated that any driver has his own set of maintenance methods. Different personal habits and different maintenance methods are also different. When the reporter stated that he was eager to learn about the specific method, the salesman said that it was more appropriate to ask those old drivers.

Reporter's Comments: It has been difficult to get a satisfactory answer on this issue of maintenance advice for dealers who have visited such multiple cards. Those outlets that are only responsible for sales will treat it negatively, and the dealers that built the 4S stores will also be so unpredictable. More than one person told Xiao Ji that now the dealers have not earned much money to sell their cars. On the contrary, if they can seize the user's maintenance, they can earn more money. Even if you don't talk about this, isn't it better to impress your users with a more intimate service reminder?

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