“Car ownership was the norm. Or you borrowed money to buy your car. Now a lot of our products are finance, finance lease or PCP - purchase, contract purchase. “It’s like having a mobile phone contract, but instead of paying £100 on top of your monthly amount for the latest phone, you’re paying a sum to get the latest car. “We are looking at a future where you need the mobility of a car, but don’t necessarily need to own one. Traditional car ownership may not be the way of 2030. It’s an interesting future.” And that’s where the family firm believe they have got a competitive advantage. Because the family ethos is still core to the company, Mr Warner believes the level of personal service that comes with it marks them out from the crowd. “I think the name and local reputation of our business is of great significance,” he said. “It’s a key difference between us and some of the larger national dealer groups in the region. “It is a family business to us still. All of our staff are names, not numbers, and we want that mantra to come across to customers as well. That’s our point of difference. “We use being smaller than our competitors to our advantage. “Our job is to reassure our customers that what they are getting is right for them. “Our sales process is down to that individual sales person to qualify and understand from each customer what it is they need.
“We will ask what the car or van will be used for, if it’s for family use, business use, whether they want a new or used car? “We get as much information as to what they want and their circumstance and we provide them with the options. “Its our job to help and reassure the customer that they are making the correct purchase decision. “Our reputation and service is everything to us. If you look after the customer, they will always come back” l For more information about theWarners Motor Group and electric vehicles visit www.warnercars.co.uk , or visit their Eastern Avenue, Gloucester or ShannonWay, Tewkesbury showrooms.
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