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Success Stories of Two High-Performance
American Suzuki Dealerships
Leading dealers rely on similar combinations
of right people, product and timing.
Although far apart in both geography and age, these strong performers
share deep loyalty to Suzuki products and respect for staff teamwork.
| Doug Reynolds Suzuki of Little Rock |
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Doug Reynolds sits astride a
custom painted VL1500 Intruder LC. |
For eight straight years, Doug Reynolds Suzuki of Little Rock,
in Little Rock, Arkansas has pulled in the top retail sales volume among American
Suzuki’s dealerships.
Principal Doug Reynolds credits his family’s involvement with much of the
dealership’s success. “Eight members of my immediate family work here,
and most of the rest of my employees have been with me for a long time as well,”
says Doug. “Everybody here works together as a team, and we are able to stay
focused on the same goals: taking care of the customer and minding the bottom
line.”
Reynolds reveals that the service department is another key to success: “We
spend a lot of time, energy and money on our service department. We’re constantly
upgrading, and we have very good technicians.” The dealership has won Suzuki’s
Super Service and Cutting Edge awards many times.
Doug offers this tip for marketing new motorcycles and ATVs: “We put a lot
of accessories on the bikes on the showroom floor so people can see what they
look like all dressed up.”
A single-franchise Suzuki dealership for years, Reynolds says they will stay that
way, because: “…our people know the differences and the advantages Suzuki
has....”
| Desert Suzuki in Indio, California |
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Owner Joe Riso
(second from right) and
general manager
Larry Owens (far left) |
After Desert Suzuki in Indio joined as a dealer in May 2000,
American Suzuki’s expansion in Southern California gathered momentum. At
the time, the Grand Vitara, Vitara, Esteem and Swift lines were doing well throughout
the U.S, and Suzuki was poised to develop a new market for lifestyle vehicles.
Desert Suzuki soared to the top of the sales charts right after opening and has
stayed there, proving that Suzuki can build a loyal following in the Golden State.
Co-op advertising on both radio and television helped Desert Suzuki reach a target
market that is 80% Hispanic. The single-point dealership sold 22 Suzuki vehicles
in its first full month of business, 28 vehicles in its second month, and 65 new
Suzukis, along with about 65 used vehicles, during its third month.
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| Desert Suzuki mascot, Vitara |
Desert Suzuki’s success formula for Southern California
features the right people, product and timing. As general manager Larry Owens
says “Suzuki offers great products that get good gas mileage and the 4WD
can be towed behind a motorhome.” Owner Joe Riso’s 20-year-old son,
Joey, works at the dealership and is currently ranked as one of American Suzuki’s
top three salespeople. A bonus worker on this successful sales team is the dealership’s
canine mascot, Vitara (named after their best-seller), who greets visitors to
the showroom.
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