£150m incentive as BMW targets local firms for growth
04 December 2006
Local businesses such as law firms, accountants and estate agents are to be targeted by BMW under a new initiative that will see each of its dealers take on a specific corporate development manager.
The German firm is putting a total of £150m of dealer incentives into the programme, which signifies a shift to a more proactive approach than simply dealing with enquiries as they come in.
"It's different from someone handling enquiries, which is basically corporate admin," said BMW sales director Tim Abbott. "We're in a good position in terms of whole-life costs. We just need to deliver that message. Because our message is so strong, our ability to win new business is quite significant."
The £150m is money that has in previous years been allocated to dealers that have upgraded facilities to the required level. Now that initiative's been successful, the pot of cash is on offer to dealerships that get their local corporate development managers up to scratch in terms of facilities, training and customer satisfaction.
"We're looking for people with specific skills to talk proactively with companies," said Abbott.