NewRoads Automotive Group

New Roads is a small collection of dealers owned by one management group. Amongst the five dealers, the brands include BMW, Subaru, Chevrolet and Kia.

We were involved in strategic business planning in order to differentiate the combined offering from other dealers. To that end, the focus was placed on customer retention, summarized in the first campaign (manifesto) ad and more particularly in the copy line:

“The truth is, we only make money if we keep you as a customer, not just if we sell you a car. You see, it’s not just about the first car you buy from us, it’s about the second one.”

This laid the foundation to differentiate the dealers and service through a customer centric attitude instilled into all employees and all touch points, as well as in relevant and category unique offers, such as:

12-month vehicle return policy: Return vehicle without penalty due to job loss, disability, job transfer, loss of driver’s license and bankruptcy.

(We think Hyundai US copied us.)