BEYOND MONEY: What Car Dealers Want





Peer into the soul of a car dealer and what do you find? Not just the dollar signs you might have been expecting. Researchers at Penn State recently surveyed 400-plus automobile dealers and found that, given a choice, they’d ‘rather get some respect than get rich from the manufacturers whose lines they carry.’ While profit margins can be a point of contention, the researchers found dealers more touchy about matters of ‘procedural justice.’ According to the study, ‘manufacturers’ policies are considered fair if manufacturers are knowledgeable about local conditions in which dealers operate; treat dealers with courtesy and impartiality; provide explanations for decisions impacting dealers; and allow opportunities for dealer input and appeals against unfair manufacturer decisions.’
Copyright Adweek L.P. (1993)