A former Michelin executive is introducing the automotive equivalent of ‘speed dating’. His new way for prospective car purchasers to try and buy will be launched on 22 January.
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The service by a new firm called Driving Seat allows a prospective buyer to test drive a selection of up to four cars from different manufacturers on a track or proving ground for a £250 fee, which is deducted from the price of the car purchased.
Medium, large, executive, up-market hatchbacks, roadsters, coupes and SUVs are available initially.
Driving Seat owner Sandy Muir who said his exposure to the automotive industry inspired him to tackle car buying from the customer’s perspective.
Muir said: “Our aim is to provide independent advice to car buyers together with a service which saves time and hassle. To achieve this we believe prospective buyers must be able to make direct comparisons between competitive products”.
“It is our aim to offer a service comparable to that provided by an independent financial adviser.”
Driving Seat is working with multi-franchise automotive retailing groups and events initially are in the London and South East. Up to 48 customers can be accommodated at each test day and 20 events have to date been scheduled in the first three months of 2005.
Driving Seat claims its programme does away with high pressure selling experienced in traditional new car dealerships, allows an instant comparison between similar brands, provides an easy way to order, pay for and receive the car and establishes a link between the dealer and the customer for future vehicle servicing.
“The range of franchises held by each of these groups means that, unlike car makers, they don’t mind which make of car a customer ultimately chooses,” Muir said.
During the test drives, an experienced driver will accompany potential customers. The programme lasts approximately 3½ hours and is offered as a morning or afternoon session. On-track driving time will typically account for a third of the time. Brochures and prices lists for the cars on offer will be available and representatives of the dealer groups will handle enquiries, provide quotes and assess trade-in vehicles.
