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Precision Touch-Up: The Paint & Body Shop on WheelsPhone: (229) 242-1375
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How Precision Touch-Up Can Help New and Used Auto Dealers
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Prior to starting Precision Touch-Up, Wesley Parks spent over 9 years refining his skills in the paint and body shop at one of Valdosta's premier car dealers. This auto dealership experience has proved invaluable in helping Precision Touch-Up recognize and meet the specific needs of new and used auto dealers. |
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Auto salespeople notice when dealer management takes proactive steps in improving product quality by removing cosmetic defects that can otherwise result in lost sales. Morale goes up. Unit sales and margins increase. Not only does touch-up work help sell cars faster...it also allows dealers to increase their prices far more than the cost of the touchup work! Precision Touch-Up also understands that in a capital-intensive business such as car sales, time is money. By repairing defects on-site, Precision Touch-Up helps dealers minimize the time inventory spends in the body shop.  |
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Perhaps the biggest reason that car buyers
focus so much attention on car appearance is that relatively few
consumers have the technical skills to evaluate the condition of a car's
engine and transmission. In contrast, anyone can judge the appearance of a car.
Because of their inability to evaluate technical issues, car buyers
often use appearance as a means of estimating the overall condition of
the vehicle...including the powertrain. If the outward appearance of a car is
lacking, many car buyers assume that the mechanical components have also
been neglected. |
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Looks can indeed have a profound impact. Consider this statement by marketing guru Harry Beckwith... |
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More reasons why
paint and body
touchups |
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Changing Priorities as Autos Become More Reliable: |
Over the years, auto engineering has improved considerably. The rule of thumb for a typical life expectancy of a car used to be around 100,000 miles. Today, cars can easily last far longer. As a result of the continued improvement in powertrain technology, many car buyers' attention has shifted away from mechanical issues such as engine and transmission concerns. With the greater reliability of cars, consumers are focusing more and more on style and appearance during their shopping for a previously owned vehicle. Fortunately - with fewer mechanical defects to worry about - auto dealers can now afford to spend more time and money on improving the appearance of their vehicle inventory. |
Mileage: |
While the majority of auto dealers are honest, television shows like 60 Minutes have made consumers very aware of the dishonest practice of rolling back or disconnecting odometers. Not trusting the mileage shown on odometers, consumers often estimate mileage based on the car's cosmetic wear and tear. Defects such as dents, scratches, and rust can result in lost sales. It is no longer good enough for vehicles to be just mechanically sound. Today, they have to look the part. |
Personal Expression: |
Autos are increasingly being purchased as "accessory items" - to express their owner's individuality. Sport utility vehicles, for example, are purchased in considerable numbers even though the SUV's are rarely driven in rugged territory. People buy huge pickup trucks for their rugged look but never haul anything. Men in middle age crisis go for high-performance sports cars even though traffic and speed limits constrain their speed. These are all examples of people buying cars for image rather than the vehicles' performance capabilities. If people are willing to spend thousands and thousands of dollars on image, they aren't going to settle for cosmetic defects. It can be argued that appearance now matters more than price, value, or performance! |
With cars
costing more and more each year,
consumers expect their vehicle purchases to have
an appearance that matches their price
tags.
Reselling Touchup Services... |
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New and used auto dealers can re-sell Precision Touch-Up services to the public. |
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... as a Dealership Profit Center! |
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