Corvette’s are the King of the Jungle when it comes to
sports cars. Since the 1950’s there hasn’t even been any other car that stacks
up to what the Corvette has to offer. The way Chevrolet draws attention to them
is through the usual social media (e.i. Facebook, Twitter, Linked In, etc.)
that creates awareness. As well as commercials done at three different levels,
let’s call them tiers. Tier 1 is National advertising created and distributed
by the manufacturer. They also do an annual promotion at the Major League
Baseball World Series, where they give the newest model Chevy to the MVP. The
Second Tier is focused on LMA or Local Market Advertising, when the dealers
around a particular area higher a third party advertising firm to create
commercials, print ads, and promotions, for example a firm in Arizona is in
charge of all the commercials for Las Vegas. Lastly there is Tier 3 created by
the Individual Dealer, Findlay Chevrolet is typically allocated around $150K a
month for Ads and Promos. Another promotion that brings attention to the new Corvette
is an Unveiling Party, where they invite all of the Corvette Clubs to attend,
as well as the general public, to personally check out the new “Vette”.
The Amenities that Findlay Chevy has to offer is a
Children’s Play Area, Free Wi-Fi, Free Beverages, and a Never Ending Warranty.
What they lack is what is offered at other dealerships around the country, such
as the Longo Toyota Dealership, with their food court, and the Fletcher Jones
Mercedes in California that has Dry Cleaning, In-house Gym, and a Concierge
Service. Realistically, this isn’t a big concern for Chevrolet, because they do
not generate that kind of clientele and traffic.
The Biggest Challenge is supplying the demand for the
Corvette. Typically, the usual owner of a Corvette, is a retired man in his
late 50’s to mid-70’s. This problems means they can’t get enough cars to create
a real interest or excitement for the Vette. However, they are always looking
for opportunities to improve with Continuous Feedback, from both the Engineers,
who test and disassemble to see the wear and tear of each vehicle, and the
costumers who are encouraged to give honest feedback, good or bad. On top of
everything, they have a "Relentless Commitment to Perfection."
Cited Source:
Doug Fleming
Sales Manager
Findlay Chevrolet
6800 South Torrey Pines Drive
Las Vegas, NV 89118
702-982-4004 Business
702-743-4793 Cell
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