As coffee shops, plasma televisions and internet access in stylish waiting rooms start to become common in car dealerships, a new Mazda and Skoda outlet in Cheshire has come up with a novel idea – canal boat rides.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
The Mitchell Group has built a £2.5 million complex, creating over 50 new jobs in the local area, with a 16-car showroom, 20 bay workshop and a first floor lounge for customers.
The £40,000 lounge has views into the showroom, workshop and beyond across the Cheshire countryside and is equipped with plasma screens, an internet café and complimentary refreshments managed by the full-time centre host team.
So far, so expected.
But the dealership also owns 200 metres of Shropshire Union canal frontage, and is close to purchasing a 25-foot Mazda-branded narrow boat to provide relaxing trips – average speed 4mph – for customers while their vehicles are serviced.
Owner Mark Mitchell claims his dealerships are already well-known for unique customer relationship marketing.
“Mitchell Group has long-since recognised that selling cars is about people and an engaging experience,” he said.
“We have always offered unique customer services whether that is a “wash and go” car washing service every Saturday for life, or a “drop-off and collect” shopping trip to [nearby factory outlet mall] Cheshire Oaks while we service the car.”
The new complex opens on 23 August and is part of a £6 million project which includes the company’s existing Lexus centre next door.
