Customers also take time to check out Ford lineup

Freedom Ford fleet manager Joe Holland takes special pleasure in beating his customers. Beating them around the track at Stratotech Raceway that is.

For Freedom's 4th annual fleet day, customers were invited out to the Fort Saskatchewan track to take a few flying laps in the go-karts, enjoy a great meal, preview Ford's complete lineup of vehicles and then take those same vehicles out on the track to try and keep up with Holland as he tore his way through the nine-turn track in a new Ford F350 diesel truck.

"Doing the lead and follow on the race track is something that you just don't get to do with a vehicle and allowing them to see the handling characteristics in those situations helps them make a more informed decision when it comes time to start buying their fleet vehicles," Holland notes.

"From my point of view, it's always a success to have the customers come out and enjoy the product and do a little bit of fun racing. It gives them something other than a golf tournament to go to."

In the dealership world it's tough to put on an event that truly thrills customers, but for the past four years Holland has made sure to improve the event in whatever ways he is able to do so. Customer feedback is key to this process and Holland has been hearing from his customers all the time since the event.

"I've had lots of e-mails and phone calls telling us what a great day it was and that people got to do a lot of stuff and they were very happy being out there."

The idea behind the fleet days at Stratotech is more geared toward building the customer-dealer relationship and showing the customer what the Ford lineup offers than actually selling vehicles. Aftermarket suppliers are invited out to demonstrate their products for customers as well. Western Truck Body was on hand to show off their custom truck building, while Radio Works informed customers about their newest communications products.

"The reason I do a fleet day is because I get to bring all of the product together in one place at one rime. You get to bring all the customers to the product so that they can see it, touch it and actually use it in a situation they normally wouldn't," Holland says.

"That's what I think is so great about this. It gives the buyer a completely different perspective as to what their vehicle can really do."

Some of the most surprised customers were the law enforcement officers on site. Members of the EPS, RCMP, Solicitor General, Sherrif s department and CN Police were on site testing out the vehicles and doing their best to keep up with Holland around the track.

"It was really good for a couple of the guys from the EPS to see the difference in handling character-istics between the Crown Victoria and the Fusion," Holland notes.

Freedom Ford fleet customers get ready to head out on the track at Stratotech Park near Fort Saskatch-ewan. Photo: Matthew Haase, The Journal

"We had a couple of sessions out there where an EPS member was driving the Fusion and easily could have gotten by me."

In the end though the fleet days have helped forge strong relationships for Freedom and their customers. The confidence gained outside the store has helped bring more customers into the store.

"Since we started doing this we're seeing those companies come to us more for a broader spectrum of supply. Where historically they hadn't bought cars for some of their sales roles and they had bought a small truck, they're certainly looking at the cars and buying more cars," Holland says.

So business is booming for Freedom, which begs the question. Would they be doing even better if Holland let a few customers pass him and his fast truck?

Klaus Maier, Bavaria dealer principal, receives an award from Lindsay Outfield, president and CEO of BMW Canada, while Bonnie Eastman, Quality Management Autohaus team leader, David Minty, Bavaria general manager, and Rick Abernathy, regional manager BMW Canada, hold the award citation.

Bavaria BMW wins service award

This past Monday Bavaria BMW joined the elite ranks of Canadian dealers by receiving their Quality Management Au-tohaus certification. The elite service award is given only to those dealerships that exhibit the highest standards in vehicle and customer service. Lindsay Duffield, BMW Canada president and CEO, was on hand to present the award to the store and congratulate them on their stunning new location.

"We've reached a level that only 20 stores across Canada have achieved," says David Minty, Bavaria BMW general manager.

The QMA certification program was started by BMW Canada to ensure customers would be able to receive the same high level of service, no matter where they happened to travel across the country.

"It's an extremely involved process that actually entailed being audited in over 400 areas of quality management. We hired someone specifically to champion the certification," Minty says.

Duffield says BMW has become a leader in the automotive industry and now all the other companies are chasing to catch up.

"Everybody is targeting BMW. So we need to work smarter and work harder," Duffield says.

The introduction of new products is expected to help keep BMW out front. Duffield noted how excited they are at BMW Canada for the introduction of more high-performance diesels in their vehicles, high-tech hybrids as well as noting the new X6 model that is expected to reach market with a brand new twin-turbo V8 gas engine.

All of the new product and expansion couldn't come at a better time as BMW celebrates a big jump in sales across the country.

"Sales are just phenomenal. We're on pace for a 25-per-cent increase over this past year, as is BMW of Canada," Minty says. "So while auto sales have climbed five or six per cent in Canada this year, BMW has excelled well beyond that."

mliaase@theioiirnal.canwest.com