Heading to your favorite fast food joint or coffee shop can help you find a new car with a marketing program Ally Financial has designed to drive more traffic into the showroom.
In the hopes of increasing new-vehicle sales at General Motors and Chrysler dealerships, Ally recently launched The Vehicle Intercept Program, which kicks off in Ft. Myers, Fla.; Washington, D.C.; Houston; and Detroit in the coming weeks.
How does it work? Ally, along with the participating dealership, will set up a tent outside a local “hot spot,” like a Chick-fil-A or a Starbucks, where the dealership will display some vehicles. Consumers who take time to learn more about the vehicles will be offered a free gift card to the local business participating in the event.
“It makes for a good outside interaction in a low-key environment,” Dave Large, general manager at Roger Dean Chevrolet, told AutoFinanceNews.net. “It kind of eliminates the fear of walking into the showroom.”
Following the brief vehicle demonstration, consumers will receive a special promotional code to be used to register online for a test drive at one of the local participating dealerships. Consumers who visit participating dealerships and complete a test drive will receive a $50 gas card.
Ally-hired team members at each event will be equipped to answer questions about financing options and provide potential customers with sales information, said Large, whose Cape Coral, Fla.-based dealership is participating in the pilot program. Also, the dealership’s sales team will be reachable by cell phone to answer specific customer questions. “They can come right over,” Large said, since the events are to be held around town. “It’s more on [the customer’s] terms.”
“This program is a creative way to get consumers to experience vehicles they may not otherwise consider,” said Tim Russi, executive vice president of Ally’s North American Auto Operations, in a statement. “We’re excited to conduct these programs with dealers to help generate leads and expand our retail financing opportunities as well.”
Despite Chevy having a “great line of products” right now, the biggest hurdle lies in getting the word out to consumers. “People who don’t have the time or the will are able to see products where they do their daily activities,” Large noted. “We’re excited about it and ready to jump in with both feet.”
