Nissan prepares to launch national brand fund on April 1

Article by Christian Andrei, on February 9, 2011

Nissan Division will be launching a national brand fund on April 1 to enhance customer satisfaction with the sales experience. Nissan has an ongoing campaign to improve how customers feel about its purchase process.

Nissan has scored last in the latest Sales Satisfaction Index, which is J.D. Power and Associates’ industry barometer of consumer impressions of the dealership experience.

At the recent make meeting, Al Castignetti, Nissan Division vice president for sales and marketing, told dealers that their standing was “unacceptable” but that the new brand fund will correct the issue.

Castignetti said that the company had initiatives on SSI in the past that have “lived and died with the executive behind them.”

He said that at this point, the company is taking a fundamental new approach. The fund will make use of factory dollars to directly pay dealers who boost their performance on internal scores.

Castignetti said that some key improvement issues are simple, including cutting the time to deliver a purchased vehicle to a waiting customer and ensuring that the vehicle is clean and undamaged.

Last October, Nissan and its dealers started setting up the campaign, deciding what issues will be measured and how rewards will be paid.

Castignetti informed dealers that their improvement rewards will be paid quarterly. According to Don Forman, who owns United Nissan in Las Vegas and is the chairman of the Nissan National Dealer Advisory Board, the brand fund will help the franchise improve its performance as a whole. [via autonews - sub. required]

Topics: nissan

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