Building a new generation of enthusiasts

A luxury car manufacturer had one of the most enviable reputations in the industry for product quality, performance and engineering, but that was just the problem. After decades of selling luxury sports cars to brand enthusiasts, and riding the wave of creating the Performance SUV category, the brand's customers were changing. Over time, a new customer appeared in dealerships - ones who had minimal loyalty to the brand, little knowledge of the company's design heritage and philosophies and most of all ... choices. Suddenly, the way its North American retailers diagnosed, treated and accommodated customers was just as important as the way it built cars.

‍To meet this challenge and change culture within dealerships, we created and piloted a three-part skills curriculum consisting of intensive, workshop-driven two-day learning programs for dealership Sales, Service and Parts personnel, along with Manager's modules designed to support the learning within retailers. The program is now being adapted as part of its Global Certification System.