NADA Show

Saturn dealers like their friendly reputation

February 02, 2004 05:00 AM
Rob Cochran

Age: 38

Dealer since: 1987

Dealerships: #1 Cochran sells Pontiac, Buick, GMC, Isuzu and Saturn in Robinson Township, Pa.; and Pontiac, Buick, GMC, Cadillac, Saab, Hummer, Saturn, Hyundai and Infiniti in Monroeville, Pa.

Average monthly Saturn sales: 125 new, 250 used

Quote: "They need to come across as somebody who's serious about making world-class product. They need to wrap that in with the best ownership experience in the industry."

Top 3 issues

1. Get products that appeal to target market

2. Get marketing support

3. Strengthen key Saturn characteristics: sales process, ownership experience

After years of squeezing as many sales as possible from a two-car lineup, Saturn dealers find that things are looking better.

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