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Return to Showroom Ideas and Strategies
Round table discussion
- Private and Confidential -
www.tmwi.co.uk
New Car Market
The toughest time in its history
New car registrations almost ground to a halt
in April after coronavirus lockdown measures
were introduced, the motor industry has said.
Figures from industry body the SMMT show only
4,321 cars were registered, the lowest monthly
level since 1946.
April’s figure marked a 97% plunge in sales from
the same month last year.
2 Private and confidential. No unauthorised reproduction – tmwi 2020
Feeling, Sentiment and Anxiety will still be concern to
consumers…
Even when restaurants, pubs and
gyms reopen, most will still feel
uncomfortable about visiting
How comfortable or uncomfortable would you
feel visiting each of the following places once the
government loosens the current lockdown
restrictions and they reopen?
% of those who say they ever visit these places
Source:
https://yougov.co.uk/topics/health/articles-
reports/2020/04/22/dont-count-customers-
returning-once-covid-19-lockd
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Mitigating concerns
Safety, Social distancing, hygiene…
It may be that by the time each of the above does reopen, public fear will have decreased
so people do feel more comfortable returning. Or it could be that pent-up demand in the
economy is powerful enough to overcome concerns.
But for some businesses, particularly those that involve closer contact, or whose clientele
lean towards women or the old, simply opening the doors again may not be enough to
see customers flood back.
Source:
https://yougov.co.uk/topics/health/articles-
reports/2020/04/22/dont-count-customers-
returning-once-covid-19-lockd
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Manufacturing across the UK is starting 5 Private and confidential. No unauthorised reproduction – tmwi 2020
How will we show consumers we are adapting?
Bring showroom experiences to them
The DVLA has confirmed that potential car buyers will be allowed to undertake solo test drives to ensure social
distancing, in another step that indicates authorities are preparing to kick-start car sales as part of an effort to
stimulate the economy as the coronavirus lockdown eases.
In order for the test drives to happen, the selling dealer must use registered trade plates and have full insurance in place. If
so, the potential buyer will be allowed to drive the car without a dealer representative in the car.
A DVLA statement said: “A prospective purchaser may test drive a vehicle on trade plates, without the trader licence
holder being present.
“Trade plates are the property of the secretary of state and motor traders should take all precautions to ensure that trade
plates are not stolen.”
However, the move has already raised concerns, with Jem Emirali, from motor trade insurance brokers Aston Lark,
telling Car Dealer Magazine: “It is highly unlikely motor trade insurance policies will offer this as standard, so dealers need
to speak to their broker.
Source: https://www.autocar.co.uk/car-news/advice/dvla-approves-solo-test-drives-car-buyers-maintain-social-distancing
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One large car dealer group told Car Dealer Magazine it was close to
spending £1m on PPE, perspex screens and signage to enable the group to
open as soon as the government gives them the nod.
General advice for businesses that car dealerships will want to follow includes:
• Providing additional parking so staff avoid car sharing
• Increasing entry points to reduce pinch points on entry – having one to
enter and one to exit where possible
• Handwashing or sanitisation at each entry and exit
• Alternatives to touch based devices
• Storage for staff clothes and bags
• Washing uniforms on site rather than at home
• One way routes around buildings
• Regulating stairs, lifts and corridors
• Staggering break times
• Protective screens for reception areas
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Showcasing safety, social distancing and hygiene
Practices with collateral
Source: https://www.dailymail.co.uk/video/coronavirus/video-
2140342/Video-Tesco-shows-theyre-doing-enforce-social-
distancing.html
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Solo Test Drives to Drive Sales 10 Private and confidential. No unauthorised reproduction – tmwi 2020
Delivering reassurance and guidance on visiting showrooms
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Showrooms & Retail Consumer testing of Building Content Seed Content Get Feedback from
Spaces to change environment and “How to Visit and Build Awareness of Owned, Earned and
layout of spaces feedback Interact In Our change (Advertising, Paid Media on how
Stores and Organic, eComm, consumer
Showrooms – ATL) Prior to interaction is fairing
Safely” Opening and change store
experience
11 Private and confidential. No unauthorised reproduction – tmwi 2020You can also read
