North Park Lincoln in San Antonio has been selling so many vehicles that the Ford Motor Co. executives just couldn’t help but notice. During their survey, they found out that North Park offers a lot of customer perks, including offering fresh-baked cookies, complimentary bottled water, car washes and morning pastries.
Billy Vaughn, 54, general manager and partner at North Park Lincoln, said that customers get the sense that “the dealership is dedicated to them."
Ford’s executives now think that Vaughn's practices should be used as a model for how Lincoln dealers should handle their customers. C.J. O'Donnell, Lincoln's group marketing manager, said that Vaughn possesses an “innate understanding of the luxury marketplace.”
O'Donnell also cited Vaughn's innovative thinking. O'Donnell said that before meeting with Ford leaders in October, Vaughn pushed Ford to consider investing in "people at the dealership level.”
This means that margins have to be adjusted so that dealers can reward staff for outstanding work. Ford is hoping that other Lincoln dealerships will emulate Vaughn and be more competitive against Lexus and other luxury segment rivals. [via autonews - sub. required]