8:36 am, June 20, 2012
LUXURY car retailer HR Owen completed more than 500 customer test drives at last week’s Canary Wharf Motorexpo, as a result of the largest-ever test-drive programme at the show.
The company ran 14 vehicles simultaneously, with cars available from Aston Martin, Ferrari, Lamborghini, Maserati and Rolls-Royce.
Test drives were designed to be as convenient as possible for busy customers, with drive slots bookable in advance and the drives departing from right outside the main tower in Canary Wharf.
Chris Harris, marketing and customer director for HR Owen, said: ‘We know that test-driving a car is vital part of the purchase process, but that customers sometimes find it hard to find the time to visit one of our dealerships.
‘By bringing a test-drive programme to where they work, we’re making it as easy as possible for customers to try cars they are interested in, and judging by the response they clearly appreciated the service.’
Long-term brand awareness
As well as the test drives, HR Owen showcased 11 static models on stands designed to be manufacturer CI compliant, and staffed by HR Owen sales staff. ‘It’s important that we build longer-term brand awareness and value for the manufacturers we work with, as well as trying to make sales today,’ said Harris.
HR Owen sells Aston Martin, Bentley, Bugatti, Ferrari, Lamborghini, Maserati, Pagani and Rolls-Royce cars from 10 sites in London, the south of England and Manchester, and also has three dedicated service sites which add Audi and BMW/MINI to the portfolio.
