Automotive News Canada - March 2024 - 9

* MARCH 2024
9
Bye, tech; hi, neighbour
SPOTLIGHT
For a small-town
Manitoba dealership,
the personal touch
trumps AI and other
emerging technology
By DOUG FIRBY
CALGARY CORRESPONDENT
FORGET CHATBOTS, E-LEADS
and texting. High-tech retailing
tactics used in major cities sometimes
don't cut it for dealerships
in rural parts of Canada.
Dean Cooley Chevrolet-BuickGMC
is thriving in Dauphin,
Man., by defying big-city sales
approaches and following a
time-tested method emphasizing
face-to-face connections and a
highly personalized touch.
" We're kind of behind on technology, "
said Sales Manager
Jordan Cooley, son of General
Manager Dean Cooley. " We
value all of our communication
coming through our people. "
The dealership is owned by
Murray Auto Group, based in
Brandon, Man., which runs 36
franchised stores in Western
Canada.
Dauphin is about 200 kilometres
northwest of Winnipeg
and has a population of about
8,000. The remote location has
not dampened Dean Cooley
Chevrolet-Buick-GMC's sales
performance, customer loyalty
and staff retention.
That's why the dealership
was one of
five finalists in the
retail category of
the 2023 Canadian
Automobile Dealers
" This led to an increase in
BEST PRACTICES
Association Laureate awards, an
annual program recognizing outstanding
dealers.
LOCAL TOUCH
Eschewing third-party agencies,
the dealership oversees
its own promotions and advertising,
Jordan Cooley said. The
dealership spent $142 in advertising
per new vehicle sold
in 2022, while the top 20 per
cent of General Motors dealers
spent $225, according to the
dealership's submission to the
Laureate program.
Yet the store consistently sells
one-and-a-halftimes as many
vehicles as GM expects from
that size of operation, according
to the submission.
For outreach, the dealership
calls its customers by phone,
which works better than hiring
third-party companies that the
customer has no relationship
with, Cooley said.
Trim: 10.875 " x 7.375 "
Bleed: 0.125
Notes:
sales, better ROI and greater customer
satisfaction, "
the Laureate application
stated. " This
has also resulted in
a better, long-lasting
relationship with our
customers, " he said.
The dealership last year sold
419 new and 230 used vehicles,
Cooley said.
NO PANDEMIC PANIC
During COVID-19, Dean
Cooley Chevrolet-Buick-GMC
expanded its marketing efforts.
General Manager Dean Cooley
said he chose not to lay off staff
during the pandemic. Instead,
employees called customers to
let them know the dealership
was open and available for regular
service, reinforcing the
small-town touch.
" That keeping-in-touch message
was well-received, " he
said.
Creative & Production Services, 100 Yonge St., 5th
File: 3267755 Scotia Scene Automotive PRINT_E Jan11
Colours: CMYK
Safety: N/A
The dealership's website was
used to consistently sell new
vehicles before they arrived,
which eventually earned the
company greater allocations.
" Consumers were willing to
wait two months, six months,
nine months for the vehicles
Floor, Toronto ON, M5C 2W1
Customers are " never talking
to a stranger. "
If Dean Cooley Chevrolet-Buick-GMC exudes a family feel, that
could be because the general manager is Dean Cooley and the
sales manager is his son Jordan, left. His daughter, Taylor, is
the dealership's marketing specialist. Their submission to the
Canadian Automobile Dealers Association Laureate awards
says a face-to-face approach has fostered " a better, long-lasting
relationship with our customers. " SUPPLIED PHOTO
and we had no carrying costs, "
he said.
Workfront #: 3267755
Deadline: Dec, 2023
In Market: Dec, 2023
The dealership prices its
vehicles aggressively, so cusDesigner:
TR Prod: CL
tomers aren't tempted to look
for better deals in bigger cenSEE
COOLEY PAGE 16
AUTO DEALERS, GET READY TO
REV UP YOUR REWARDS.
The new Scotia Dealer Rewards program now offers Scene+™ points,
which can be redeemed for travel, movies, groceries and more.
Contact your local sales rep to learn more.
® Registered trademark of The Bank of Nova Scotia.
™Scene+ and the Icon Design are trademarks of Scene Plus IP Corporation, used under license.
https://www.scotiabank.com/ca/en/commercial-banking/industries/automotive/scotiadealerrewards.html?cid=S1eWCCOVE1254-003

Automotive News Canada - March 2024

Table of Contents for the Digital Edition of Automotive News Canada - March 2024

Automotive News Canada - March 2024 - Intro
Automotive News Canada - March 2024 - 1
Automotive News Canada - March 2024 - 2
Automotive News Canada - March 2024 - 3
Automotive News Canada - March 2024 - 4
Automotive News Canada - March 2024 - 5
Automotive News Canada - March 2024 - 6
Automotive News Canada - March 2024 - 7
Automotive News Canada - March 2024 - 8
Automotive News Canada - March 2024 - 9
Automotive News Canada - March 2024 - 10
Automotive News Canada - March 2024 - I1
Automotive News Canada - March 2024 - I2
Automotive News Canada - March 2024 - 11
Automotive News Canada - March 2024 - 12
Automotive News Canada - March 2024 - 13
Automotive News Canada - March 2024 - 14
Automotive News Canada - March 2024 - 15
Automotive News Canada - March 2024 - 16
Automotive News Canada - March 2024 - 17
Automotive News Canada - March 2024 - 18
Automotive News Canada - March 2024 - 19
Automotive News Canada - March 2024 - 20
Automotive News Canada - March 2024 - 21
Automotive News Canada - March 2024 - 22
Automotive News Canada - March 2024 - 23
Automotive News Canada - March 2024 - 24
Automotive News Canada - March 2024 - 25
Automotive News Canada - March 2024 - 26
Automotive News Canada - March 2024 - 27
Automotive News Canada - March 2024 - 28
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