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.
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