Editor's Notebook: Taking Image-Building to New Heights

Editor’s Notebook: Taking Image-Building to New Heights

If you think you’re doing a great job with customer service, you might want to think again. Dealerships in your area may have the upper hand.

Toyota has launched “Image USA II,” a dealership renovation program aimed at upgrading dealership exteriors and interiors with an emphasis on special customer “touch points” to provide a new dealership “experience.” The program is part of an overall strategy to boost sales to more than 3 million vehicles by the year 2010.

Having already spent $2.6 billion over the past five years to upgrade dealerships nationwide, Toyota is asking its dealers to spend an additional $1.2 billion this year to expand and improve their facilities as part of the program.

The Image USA II program features a very customer-centric showroom designed to make every aspect of a customer’s visit worthwhile and comfortable. As part of the program, Toyota is recommending that every dealer provide the following: a children’s play area, WiFi technology, courtesy cars, a car wash, and a fireplace and coffee bar in the service area for waiting customers.

Many dealers, however, are taking the concept to the next level. One Toyota dealer in the Akron, OH, area is also adding a small caf

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