Send To:
DEALER magazine
1116 W. 7th Street
PMB 239 Columbia, TN 38401 (931) 388-1800 ext. 203
Fax (931) 388-4881 e-mail: mroscoe@dealeronline.com

I have never seen more dissatisfaction, mistrust and hostility towards upper management at Ford Motor Co. We used to have our differences, but we could at least communicate and have respect for each other.

The bottom line is that Mr. Nasser just doesn't understand that his loyal dealers are his biggest asset and most valuable customers. If I treated my customers like Mr. Nasser treats the dealers, my CSI would be down the toilet! He just doesn't get it! Keep up the good work and please withhold my name because I do have to try and get along with Ford Motor Co.

Multiple Chairman's, President's and
Distinguished Service Award Winning
West Coast Ford Dealer
Name withheld upon request

Jim,
It is almost scary how right you are and how often. I saw the AutoNation superstore fiasco coming, but I have to say, I thought they could have done a little better with new cars. Looking back 3-4 years ago at comments from Berrard and Huzenga "We will offer customers a convertible in the summer and then swap for a sport ute in the winter," "We will cut interest expense heavily because of our AAA credit rating," "We will save 50% on our advertising costs" and one-price throughout. None of it made sense to anyone who spent 6 months or 40 years in this great biz of ours. But coming off the Blockbuster coup, who, in the "mainstream" press, was going to ask questions?

While there is still plenty of room for improvement in most dealerships, and some should probably not be in business at all, the franchise system needs to be tweaked, modernized not replaced.

Dealer name withheld upon request

Mr. Roscoe,
I just received the September issue today and within minutes, received a dealer communication from Ford regarding a Ford test program involving working with a Ford customer relationship center with all calls or visits from customers. I am not a large dealer (about 750 total sales annually) but I do have a full-time Customer Relations Manager and really don't need Ford obtaining additional information on my customers' buying habits. Do you think that is an attempt to re-direct customers to favored dealers as suggested in Mr. Ziegler's column?

Your thoughts, or Mr. Ziegler's, on this program would be appreciated.

California Ford Dealer
Name withheld upon request

I think first, we need to be honest with ourselves and admit most dealers do a poor job with customer relationship management. And with the technology available today, most dealers can put in a system, but for a myriad of reasons; as of yet, they have not. That's one of the reasons why I have had an article on Business Development Centers in every issue for the last 3 years.

But to answer your question, I don't know whether or not it is, in fact, "an attempt to re-direct customers to favored dealers." But since there is that possibility, with Ford's recent efforts taken into consideration, it is quite reasonable for us to suspect just that.

Mike Roscoe

Dear Jim,
"Mayhem in Mayberry," what a great article! You should try to relax a little and just speak your mind. Ha!

Regards,

Buddy Vickers
Jimmie Vickers Jeep Suzuki
Merritt Island, FL

Mr. Roscoe:
Thank goodness for this so-called "ugly" magazine! It's about time people started realizing the Internet is not the "savior" of the car business. We don't need a "savior," we just need the manufacturer to let us do our jobs and order vehicles we can sell.

I have been to some Internet conferences and nobody will say the truth about these Internet services. I don't know what they are afraid of. I made the comment that these referral services were like a bunch of sharks waiting to take a bite out of our profits and every one looked at me like I didn't know what I was talking about.

Keep up the great work. I look forward to reading your "ugly" magazine every month.

Tracy Cooper
New Car Manager
Royal Chevrolet Oldsmobile Cadillac
Lynchburg, VA

I've been to all of these conferences Tracy, and outside of the AROW conference, dealership personnel make up an infinitesimal percentage of the audience. Therein lies the reason for the strange looks you received; they were coming from the very people who think you are an endangered species.

Mike Roscoe

Hi Jim,
I just finished reading your article in the September issue of DEALER magazine and you are right on the target. I think Ford is trying to drive the hometown dealer right out of town. Just last week my factory rep told me that Tasca was the first in this area to be certified. Why am I not surprised at that one, since he made the most noise at the Blue Oval meeting. I think all the hype started with excell 2000, the biggest brainwashing seminar that I have ever attended, and it has continued since. By the way, they made that mandatory to attend also.

We met in Providence, RI a few years ago and had dinner together. The filet mignon was too small, so I told the waiter to bring you two.

Northwest Ford Dealer
Name withheld upon request

Jim Ziegler:
I appreciate your writing with concern about Ford's Blue Oval attack on small dealers. But what about Lincoln-Mercury's LPE and Mercury Advantage? I'm a select dealer, 2nd generation with over thirty years' worth of happy customers. The price tag on this LPE horseshit may very well be impossible to pay. Also, have you heard about Lincoln-Mercury offering small dealers a buy-out program to just close down? The program makes a very small offer with guarantees about no new Lincoln-Mercury stores opening in your area. I'd be glad to give you more information if you like.

Lincoln-Mercury Dealer
Name withheld upon request

Mr. Roscoe:
I am the dealer operator of a Ford dealership in the "Mayberry" Jim Ziegler referred to in the September issue (San Saba, Texas - Pop. 2700). We have a planning volume of over 900 new retail units. We are a select dealer. There are many metro dealers that do not come close to our #'s (2,165 total units in 1999). The Blue Oval program has proven to us that maybe we are on the right track. The requirements are customer-related following a lot of the "rules" I had been taught by my father and the Goldings, who have been in the automobile business since the early 20's. Our approval letter came in the mail this week and all 43 employees are proud. Do you think maybe there is a parallel between these customer-related requirements of the Blue Oval, our ease at meeting these requirements, and our success?

Kenny McCarty
Golding Motors Inc. (Ford/Mercury)
San Saba, Texas

Yes.

Mike Roscoe

Mike,
I've just finished reading your "Dealer Undercover' article in the September issue of DEALER magazine and couldn't agree with the interviewee more.

I started talking to my management about selling tires a year before Ford announced "Around the wheel."

Question: What consultants do you like and how do I get hold of them about pay plans to integrate all of my departments? I have an idea but would like more info before I institute a major pay plan revision. I must take into account "Blue Oval" when they (if they) ever get a plan together that makes that work.

Thanks and keep up the excellent writing!

Jeff Inskeep
Inskeep Ford-Merc.
Greenfield, Indiana

I could tell you who the "Dealer Undercover" subject was, but then, of course, I would have to kill you.

Mike Roscoe

Mr. Ziegler:
I am a Lincoln Mercury dealer who faithfully reads your editorial every issue. You are the only one that truthfully represents the majority of dealers' opinions and are a real breath of fresh air after reading all the distortions in Automotive News.

Something I think might be of interest to you is the fact that Jacque Nasser never attends the dealer council meetings. All of his predecessors, such as Peterson, Caldwell, Polling, etc., always personally addressed the councils. I guess old Jacque is just too busy dreaming up ways to undermine dealer morale! Also, he preaches the line about customer satisfaction, but he didn't even attend the Presidents Award ceremony this past spring where all of his top Ford and Lincoln Mercury dealers are paid tribute for their hard-earned efforts in taking care of the customer.

Back To Table of Contents • Dealer Home Page • e-mail