Daihatsu drives home

By JANE BAINBRIDGE, Marketing, Thursday, 19 June 1997 12:00AM

Daihatsu is to launch a network of direct-response dealerships which will deliver cars for test driving straight to consumers at home or at work.

Daihatsu is to launch a network of direct-response dealerships

which will deliver cars for test driving straight to consumers at home

or at work.

The initiative is the latest attempt by car companies to take sales out

of the showroom, which is thought to deter many customers.

The service, called City Daihatsu, will be available initially within

the M25 and uses a no-pressure selling strategy similar to that of rival

Korean car manufacturer, Daewoo.

Instead of commissioned salesmen, Daihatsu is using salaried

’consultants’ to drive the cars to the customers and present the firm’s

sales package.

The strategy is designed to establish the Daihatsu brand among urban

consumers, following the launch of a range of new small cars including

the Cuore, Move and Grand Move.

The company, which has previously been mainly associated with off-road

vehicles, already has a dealership network but does not have a strong

presence in big cities.

Consumers in the London area can contact City Daihatsu, which is being

run by Inchcape Motor Retail, through a phone number on the company’s

advertising.

A dedicated direct response press and radio campaign for City Daihatsu

is to be launched later in the year through Banks Hoggins O’Shea, which

handles Daihatsu UK’s pounds 10m account.

This article was first published on Marketing