Buyers of Hyundai’s high-end vehicles like the Genesis or Equus luxury sedan are being treated to a luxury experience at Burns Hyundai in Marlton, N.J. The dealership offers buyers of high-end units a place – the Genesis lounge -- where they could relax on leather chairs while watching HDTVs, sipping coffee and snacking.
Peter Lanzavecchia, president of Burns Hyundai, likens the Genesis Lounge to airline club lounges for frequent flyers. He remarked that while not a requirement, the lounge and other perks that Burns Hyundai offers its Genesis and Equus buyers are essential to capturing customers from more established luxury brands like Lexus, BMW and Mercedes-Benz.
He said that pampering buyers of high-end Hyundai vehicles would prevent customers from thinking that the dealership is the not the right place for them to buy their luxury cars. Lanzavecchia disclosed that the pampering of those buyers starts as soon as a deal is reached -- when they are escorted to the private lounge to complete the paperwork in a conference room separate from the showroom floor.
Sales are handled personally by the dealership's general manager so as to provide a sense of exclusivity, Lanzavecchia disclosed. He added that making Genesis and Equus customers comfortable continues even after deal is completed with service technicians leaving handwritten thank you notes as well as Godiva cookies for customers whose cars were serviced.
Staffers also refuel gas tanks and hand-wash customers’ vehicles during each visit. Likewise, Burns Hyundai also offers complimentary wine tastings, strolling dinners or open-bar events at a nearby fine-dining restaurant.
But when customers are invited on these events, Lanzavecchia has standing orders - "No selling whatsoever." Despite that, those events help customers arrive at a sales decision.
The focus on high-end customers has affected the entire sales team at Burns Hyundai, Lanzavecchia says. Burns Hyundai even has three so-called Equus Champions, employees certified by Hyundai to sell the Equus and prospect Equus customers. [source: automotive news - sub. required]