Jaguar and Aston Martin to Develop a Showcase Dealership
9 October 1997
Jaguar and Aston Martin to Develop a Showcase Dealership
NEWPORT BEACH, Calif., Oct. 9 -- Jaguar Cars and Aston Martin
have revealed joint plans for a new approach to automotive retailing, to be
launched in the influential market of Southern Orange County. The flagship
dealership will be known as South Coast Motorcars.
The opening of South Coast Motorcars, slated for the autumn of 1998, marks
the return of an authorized Jaguar and Aston Martin dealership to the locale
following a four-year absence.
"Restoring the presence of Jaguar in this vital market is a high
priority," says Michael H. Dale, president of Jaguar Cars North America. "Yet
there's another, equally important mission we intend to accomplish. We have
established South Coast Motorcars as our prototype for the future, a benchmark
that will help us realize our corporate vision of the ultimate Jaguar retail
experience."
Concept Aims To Deliver A Singular Dealership Experience
Designed to serve as a role model for Jaguar dealerships throughout North
America, and for Aston Martin worldwide, the development of South Coast
Motorcars involved extensive research, including focus group sessions with
Southern Orange County Jaguar and Aston Martin owners as well as competitive
owner groups. Most influential in the planning of an automotive retailing
environment created to be unlike any other was the benchmarking of non-
automotive luxury retailers.
Development of the dealership is a joint corporate effort of Jaguar and
Aston Martin in North America, encompassing every detail from construction of
the facility to the recruitment of the personnel that will work to deliver the
ultimate Jaguar and Aston Martin ownership experience.
"The emphasis will be on showing off the products rather than selling
them," says Lawrence Williams, National Franchise Development Manager for
Jaguar Cars North America. "Our focus is to create an experience that will
crystallize the passion and excitement of Jaguar and Aston Martin."
Williams is the Project Manager for South Coast Motorcars, holding overall
responsibility for development of the dealership.
While South Coast Motorcars is a corporate-developed dealership, it will
not be a factory-owned flagship operation. Rather, it will become a privately
owned enterprise at the time it opens for business.
South Coast Motorcars: Creating A Most Exquisite Motorcar Gallery
According to Williams, "In order for South Coast Motorcars to reclaim the
prominence of Jaguar and Aston Martin among luxury-car customers in Southern
Orange County, it is essential that the dealership deliver a special and
memorable experience all day, every day."
To that end South Coast Motorcars will incorporate a number of innovative
elements. "We will be displaying our vehicles in outdoor landscaped garden-
like settings, as masterpieces of automotive artform," says Williams. "But
that's only the start. The balance of leading-edge technology and an elegant
ambiance separates this dealership from anything seen before."
The special experience at South Coast Motorcars will begin at the entrance
to the site, which features a circular drive surrounding a majestic fountain.
This theme of classic elegance will be carried through to the showroom
entrance, accessed through an elegant reception lobby, reminiscent of a fine
European hotel.
The indoor display of Jaguar and Aston Martin automobiles will be no less
dramatic, an artistic presentation focusing on the beauty of these legendary
motorcars. State-of-the-art technology will support a multimedia showroom
theater and presentation stage that will enable customers to preview the
vehicles of their choice within a dedicated environment, an experience similar
to being fitted at a fine clothier.
The Spa At South Coast Motorcars
A spa dedicated to the pampering of fine motorcars will be another
innovative element of South Coast Motorcars. "Given the large population of
luxury vehicles in Orange County, we feel it is quite fitting to create a
haven dedicated to the cosmetic care of fine motorcars," says Williams.
The dealership will operate an on-site car wash, The Spa at South Coast
Motorcars, that will be outfitted with state-of-the-art equipment specifically
designed to deliver a gentle, non-abrasive wash to protect and preserve the
finest of automotive finishes.
Building The Customer Relationship
Reinforcing the commitment to showing off the products rather than selling
them South Coast Motorcars will not employ sales and service personnel in the
conventional sense. Instead, Client Managers will provide a single point of
contact for all customer transactions at the dealership. Furthermore,
compensation for the Client Managers will not be based on a traditional pay
plan, but on a system that fosters teamwork and thoughtful attention to
customer needs.
Tailoring the dealership's operation and design to the demanding schedule
of the Southern Orange County lifestyle is another key element that
distinguishes South Coast Motorcars. Leading edge technology will drive a
laptop computer management system that will enable the Client Managers to
deliver a virtual South Coast Motorcars experience within the comfort of the
customer's home or office.
Pulling It All Together, An Extraordinary Staff
As much as the South Coast Motorcars experience is a result of efficient
design, advanced technology and artful execution, its greatest distinguishing
factor promises to be the people who serve the clientele.
"South Coast Motorcars' strategy is to prove that people matter more than
the process," Williams says. "Our job over the next year will be to seek out
the highest caliber employees and provide them with training that will combine
their passion for cars with their personality for service."
Says Mike Dale, "Jaguar's resurgence continues to gain momentum, and the
opening of South Coast Motorcars is poised to play a key role in expanding our
reach. Not only are we going to provide unparalleled representation for our
customers in Southern Orange County, we are going to develop the methods
necessary to better satisfy our customers throughout North America."
Construction of the South Coast Motorcars facility will begin in the
spring of 1998, with opening scheduled for autumn. The location, on
Marguerite Parkway in Mission Viejo, offers convenient access for all of
Southern Orange County, including Newport Beach and other coastal communities.
Inquiries regarding Jaguar at South Coast Motorcars may be directed to
888-222-9004; inquiries about Aston Martin may be directed to 888-222-8990.
Information is also available through the South Coast Motorcars website, which
can be reached at http://www.southcoastmotorcars.com .
SOURCE Jaguar Cars
