Car manufacturers use dealers for several reasons:
1. Market Coverage
Dealerships help car manufacturers to reach a wider market by establishing a network of dealerships across different geographic locations. This ensures that their products are readily available to customers in different regions, enhancing market coverage and visibility.
2. Sales and Distribution
Dealerships act as intermediaries between car manufacturers and customers, handling the sales and distribution of vehicles. They help in showcasing the products, providing information to customers, facilitating test drives, and ultimately closing sales. Dealerships have the necessary infrastructure, trained personnel, and expertise in selling and servicing vehicles, which manufacturers may not possess on a large scale.
3. Customer Service and Support
Car manufacturers rely on dealerships to provide customer service and support after the sale. Dealerships have service centers and technicians who can perform maintenance, repairs, and warranty services. They are also equipped to handle customer inquiries, complaints, and other post-sale support needs. Manufacturers can leverage the dealership network to ensure that customers receive timely and efficient support.
4. Brand Representation and Customer Experience
Dealerships serve as the face of the car manufacturer and act as brand representatives. They create a branded retail environment and provide a unique customer experience that aligns with the manufacturer’s brand image and values. This helps in building brand loyalty and generating repeat business.
5. Legal and Regulatory Compliance
Dealerships provide valuable assistance in managing the legal and regulatory aspects of selling vehicles. They navigate complex local regulations, handle paperwork, and comply with licensing requirements. This allows manufacturers to focus on production and innovation, leaving legal compliance matters to the dealerships.
Overall, car manufacturers use dealerships to effectively reach customers, enhance sales and distribution, provide customer support, represent their brand, and ensure compliance with local regulations.