Regional dealerships are taking the vehicle safety message on board by putting crash-tested wrecks under showroom lights.
The Australasian New Car Assessment Program (ANCAP) says regional and rural dealers can play a critical role in selling safety to customers.
ANCAP is urging more remote dealers to think about the two-thirds of all road deaths which occur in rural and regional communities – sometimes within a dealership’s own family network.
“It is important we engage with dealers and consumers at the point-of-sale, and in particular, it is important we bring our display vehicles to regional dealerships,” says ANCAP chief executive James Goodwin.
“Dealers are crucial advocates for ANCAP and the safer vehicles message,” he says.
Clancy Motor Group’s Bathurst Kia is the first regional dealership in Australia to put a hero vehicle like the Stinger beside its untouched, five-star counterparts in the showroom.
ANCAP says Dubbo, Orange and Lithgow dealers are the next dealer locations to receive an ANCAP-crashed display vehicle for customers to think about before opting for a cheaper, less-safer older car.
“We are stepping up our engagement with dealers, working with a range of vehicle brands, dealer groups and the Australian Automotive Dealer Association (AADA) to provide consumers with a tangible example of vehicle safety,” Goodwin explains.
“With the introduction of automated vehicle technologies, the car buying experience must also change, to educate consumers on the benefits and function of safety assist features.”
The AADA has thrown its support behind ANCAP’s efforts to make safety the primary consideration for both sales staff, and their customers who could very well be friends, neighbours or even family.
“Regional dealers have strong ties to their local communities and will no doubt take on the role of educating regional consumers on the emerging safety features available in new cars,” AADA chief executive David Blackhall says.
“ANCAP’s research has shown that safety is an important consideration for the overwhelming majority of new car buyers.
“There is a higher proportion of road deaths in rural and remote areas of Australia,” Blackhall continues.
“ANCAP has significantly stepped up its engagement with new car dealers with their displays and the creation of their app, which allows sales staff in showrooms to use a mobile device to provide safety information to consumers.
“We strongly support ANCAP’s initiative and we welcome the fact that these vehicles will now be seen in regional dealerships.”
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