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Suzuki boss spells out dealer challenges for 2024

Dealers must become reacquainted with the skills needed to operate in a ‘push’ market.

That’s the view of Dale Wyatt, Director of Suzuki, UK and Ireland. Wyatt, a contributor to Cox Automotive’s Insight Report, said some needed to be more proactive to succeed in an altered commercial landscape.

“Many people haven’t the muscle memory for performing in a push market. That’s one where you’ve got to create activity rather than manage it.

“We’re in a period of what I call post-covid cosiness. The key thing to think about now is how to survive in a market that punishes inactivity and rewards consistent proactivity.”

Wyatt added that both new and ongoing geopolitical events will impact the sector this year, and he thinks shifting market dynamics will play a part too.

“The used residual values issues, as well as the shortage of three to seven-year-old cars, will have an impact,” he said. “It’ll be interesting to see what happens to early-generation EVs too. They could prove to be quite undesirable in the used market.”

Asked what dealers should do to remain competitive this year, Dale said mindset was hugely important and that dealers’ to-do lists should become ‘do-it-now’ lists.

“I also think too many are following the crowd,” he said. “There are close to 40 brands in the UK now, 100s of products and thousands of places to buy them.

“There are plenty of businesses delivering bad experiences to customers. To stay competitive, it’s about getting your core processes right. Let your people shine and do the basics brilliantly. Don’t get in the way of your management team, become an enabler rather than a blocker.”

Discussing the agency model, Wyatt described it as a design-and-build project rather than a purpose-built one.

“If you watch Grand Designs, the houses are invariably fantastic by an episode’s end. But they normally go over budget and take much longer than planned. That’s how agency will go; some will get it right, and a lot will get it wrong in the process.”

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