Senior Producer Steven Swaim added, "It is so refreshing to see a company that completely embraces the counter culture of their industry. They not only talk about Peace. Love. Happiness. Volkswagen...they live it."
Dallas, TX (PRWEB) August 24, 2010
There's enough tie-dye and San Francisco folk-rock in the showroom of Lewisville Volkswagen to stage a Woodstock reunion. But the dealership's theme of "Peace. Love. Happiness. Volkswagen" isn't just a way to link the VW's iconic automotive brand to a specific era in American pop cultural history. spark360's new business profile shows how a unique, laid-back way of selling cars can put customers at ease by avoiding overly-aggressive sales tactics used by downer dealerships who, like, freak out when they don't meet monthly quotas. You dig?
Yet the spark360 story, available now for viewing at http://www.spark360.tv, also shows how the fanciful "Peace/Love" strategy has a serious underlying message; it's a way for the dealership's management and employees to honor the memory of a co-owner who died in a 2009 plane crash. William "Skipper" Beck wanted Lewisville VW to have a different approach to the car sales business. Beck also used his success with Lewisville Volkswagen to lend his support to philanthropic efforts in Africa, and general manager Alan Brown says his business continues that spirit by giving back to the North Texas community.
"He was very, very forward-thinking in making sure that customers had a wonderful facility such as we're sitting in right now," Brown tells spark360 host Renay San Miguel. "That made us different and still makes us different going forward, because we're still carrying that flag."
Actually, it's more of a mural than a flag - a large DayGlo-rich image complete with peace sign, heart and smiley face that greets customers entering the Lewisville Volkswagen showroom. Summer of Love-era music is heard; many employees - from management to sales people to VW service technicians - wear tie-dyed T-shirts, jeans and tennis shoes. Those style touches are designed to not only spark memories in baby boomers, but educate Generation X and Millennials in the car's history. Indeed, the spark360 cameras show off classic VW print ads from the 1960s and '70s decorating the walls of the dealership. And a mint-condition VW Beetle ("Bug" to a certain demographic) is front-and-center on the showroom floor.
"Our clients have some sort of story that they bring with them," Brown said. "Either a vehicle they had going through college or high school, or a vehicle that Mom and Dad had, whether it be a Beetle or a van. That first-time buyer that's coming in here that's 18-19 years old? Grandpa might have had one. There's some sort of connection within their family nucleus that gives them a story, that gives them an idea of that vehicle lasting forever and that vehicle having incredible quality and a lot of miles on it."
"Peace. Love. Happiness" can look great on a mural; can you sell cars with that philosophy? Absolutely, say Brown and sales manager Kevin Bedford. Potential customers are encouraged to visit other auto manufacturers and to take their time. Sales people will not "bug" them for a signature or commitment. "We actually tell clients right up front, 'We encourage you to take two or three visits with us,'" Brown said. "And that immediately sets the tone for them to have the experience that they are looking for, not the experience we're looking for them to have."
A "happiness guarantee" means if a customer is not pleased with their purchase of a new or used Volkswagen, they can bring the car back within 72 hours - no questions asked. "They (customers) want us to provide them with something different that they do not have when they go down the street to the other manufacturers," Bedford said, "and we provide that by being low-pressure."
Does that tactic work? With apologies to Buffalo Springfield, something's happening here: Lewisville VW is the largest volume Volkswagen dealer in Texas and it ranks high in customer satisfaction surveys in the Dallas-Fort Worth area. And the dealership was tops in sales in Texas - and seventh in the U.S. - in July 2010.
Senior Producer Steven Swaim added, "It is so refreshing to see a company that completely embraces the counter culture of their industry. They not only talk about Peace. Love. Happiness. Volkswagen...they live it."
"As someone whose first car was a used 1960's-era VW Bug, this story was definitely a trip in the Wayback Machine for me," San Miguel said. "But it was eye-opening that the VW brand still had such power in the 21st century, and that customers would respond to this unique take on auto sales. The fact that the 'Peace, Love, Happiness' theme was maintained by a man who is no longer with us, but is still in the hearts of his employees, makes this story such a compelling one to tell."
About spark360
spark360 is a Web-based business television program that celebrates the spark of entrepreneurship in America by featuring the unique stories of small and middle-market businesses.
spark360 also provides a credible and relevant outlet to get your story to a global marketplace through our exclusive 360 Distribution social media platform. spark360 delivers broadcast-quality, network news-style programs via a comprehensive SEO-optimized “full circle” distribution strategy that reaches every corner of the Internet.spark360 is a division of Splash Media, L.P. http://www.spark360.tv
For media inquiries for spark360, please contact: Steven Swaim sswaim(at)spark360(dot)tv
About Splash Media
Splash Media L.P., based in Addison, Texas, creates and develops custom web-based communications and training solutions that are powered by video. We specialize in developing video communications strategies and video delivery platforms that drive our customer’s bottom line. Splash Media is a leader in the Enterprise Video Communications industry and has been delivering Internet enabled strategic video solutions since 2004. http://www.splashmedia.com
For media inquiries for Splash Media, please contact: Chris Kraft ckraft(at)splashmedia(dot)com
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