Automotive News - October 13, 2008 - (Page 21) 28 • OCTOBER 13, 2008 INSIGHT MICHAEL A. MARCOTTE PHOTOS A workout area with exercise equipment is among the extras at Fields Infiniti. A big-screen TV plays movies in the dealership. On Saturdays the TV is tuned to sports, and customers are welcome to spend the afternoon eating popcorn and watching. FIELDS Restaurant has pluses for dealership continued from Page 26 mitting that a small number of people appear to be using the dealership as their personal cafeteria. It’s a cost to be endured, he says. And who knows, he says. The dealership might end up selling them an Infiniti. “It’s an inviting place to sit and have a sandwich,” McDonald concedes. “So maybe there is a Lexus guy sitting here, hanging out with his buddies. But you know what? That’s exactly the person we’re looking for.” For the most part, Fields’ in-dealership restaurant (it doesn’t have a name) is there for the convenience and entertainment of Infiniti customers. That, in turn, has benefits for the dealership, especially in scheduling the service department. “Normally, customers want to drop off their car for servicing in the morning and get a ride to work,” he says. “With our restaurant service, they know they can come in during lunch, have something to eat — our treat — and get back to the office in the afternoon. “So the shop isn’t so jammed up in the morning, with little to do in the afternoon. It evens out our schedule during the week.” Costs It also makes customers more willing to stay at the dealership while simple services, such as an oil change, are performed. For McDonald, that translates into lower transportation costs for the store. “I don’t have so many loaner cars out driving around because the customers are here,” he says, “so I’m even saving money on gasoline.” The dealership offers other extras, such as providing free car washes when customers visit, even if they’re only browsing. A workout area with exercise equipment is available, as well as Internet workstations. A big-screen TV plays movies in a theater setting. On Saturdays, the TV is tuned to sports, and customers are welcome to come into the dealership to spend the afternoon eating popcorn and watching. Is all this really necessary? “I get some teasing from the other dealers in the area,” Fields says. “They probably think I’m giving too much away. But we wanted to establish some new expectations, and I think we’re reaching people.” c Some accidents get tired of waiting to happen. In the Auto Dealer industry, risks can come out of nowhere. With Travelers IndustryEdge, you’re covered. Our experts have a deep knowledge of the Franchised Auto and Truck Dealer world, and can identify the risks unique to your business. Even those that might be in your blind spot. Call your Travelers agent today, or find an agent near you at travelers.com. ©2008 The Travelers Companies, Inc. All rights reserved. The Travelers Indemnity Company and its property casualty affiliates. One Tower Square, Hartford, CT 06183 travelers.com
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