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

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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.

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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.

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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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