Dealer branding poll - Your thoughts please

[crampie]

Do you prefer individual or corporate company branding?

For example: Ocean Plymouth or Plymouth BMW? - 'Bristol Audi' or 'dealer name Audi' - you get the idea.

Is it better for a customer to have the sense that they are dealing with the brand rather than a local company or the other way round?

Would your chosen Dealer lose it's sense of identity and/or any appeal if it lost its name in favour of a more universal branding? (I can think of some great BMW Motorrad dealers with very strong individual brands).

Would we be seen as a more 'modern' retailer if we changed to Plymouth BMW for instance?

I'd be interested in your feedback - please let me know your thoughts.

Thanks in advance.

Peter

 

[Timolgra]

For example: Ocean Plymouth or Plymouth BMW? -

Would we be seen as a more 'modern' retailer if we changed to Plymouth BMW for instance?

Although it makes no difference, the name Plymouth BMW 'sounds' corporate, you just know it's going to be expensive but you know what you're going to get (or not) for your money
Ocean Plymouth gives the impression of a friendlier dealer, you're likely to be under the illusion you'll get a slightly better deal.

But with brands like BMW, Audi etc. there's a certain niche of customers who'll want the status of a 'BMW Dealer'

 

[cookie]

it's all just bullshit.

hard to imagine anyone but you and bmw giving a stuff what it's called


you did ask.

 

[Crapaud]

I assume that some marketing type person at BMW Head Office has had a bright idea to try to justify their existence. I bet they want all dealers to be known as "location" BMW. I suppose this is meant to make them all appear part of one large happy BMW family.

I can see that this might appeal to a tiny minority who want to feel part of the larger multinational corporate body. However, for most customers I think they would prefer to deal with "their" BMW dealer who they know by local brand name whether it be Ocean, CW, Rainbow etc.

I still like to think (perhaps naively) that the dealers are independant to a small degree. In that, if I get better/worse service/deal at one dealer then I can go to another as an alternative. I would hate them all to be like branches of Tesco where I know they will all be identical on prices etc. In recent years, I have had good service from Ocean and therefore would use again.

Is it an attempt by BMW to stop any inter dealer competition?

I am always wary of any company that rebrands itself. The money could usually be put to better use than wasted on reprinting everything and buying new name signs etc.

Hope this helps and is the sort of response you were after.

 

[MikeP]

Before it was Ocean (Plymouth), to avoid confusion with Ocean Torbay and Ocean Falmouth, it was Grevan.

If it is to change again, may I suggest that the spelling is 'Plymuff' to align better with the locals (lowcoes in the vernacular)?

 

[Nice 'n' Fat]

Ocean BMW Plymouth wins it for me

There are loads of muppets out there who still seem to think that the dealer network (regardless of brand) is owned my the manufacturer

 

[slow motion]

Ocean BMW Plymouth wins it for me

I concur Ocean BMW Plymouth covers all bases for me. A local name tied to a national company giving the location.
Job Done

 

[Mrs C]

I concur Ocean BMW Plymouth covers all bases for me. A local name tied to a national company giving the location.
Job Done

As far as I'm aware, the only stipulation from BMW UK is the 'BMW' bit always follows the dealer name, never before it. Only BMW-owned dealers (Park Lane, Battersea, Nine Elms and Westminster) are allowed BMW before the name.

Certainly new dealers joining the network aren't being told it has to be 'Soggy Bottom BMW' or whatever.

I don't particularly like what Audi have done with their 'Anytown Audi' thing .. all a bit faceless but hey ho.

 

[crampie]

Thanks for your contributions

Your input has been very useful - thank you.