Exciting product lines, value-added service let
Tyson Motor prosper in lean economic times.
If you look at the sales figures of Tyson Motors in Shorewood, and listen to the upbeat tone in general manager Jim Kinney’s voice when you talk to him, you might be inclined to believe that the current economic downturn is a myth.
Not true, unfortunately.
Times are still lean, the competition has never been more keen, and any prosperity the Chrysler dealership experiences is due to vigilance when it comes to customer service; not to mention the meticulous eye that’s kept on the design, manufacture and marketing of its product.
The result has been an impressive rise in sales that saw Tyson move 2,200 new vehicles in 2012, compared to 1,500 in 2011. When you experience a 47-percent increase in sales, you have got be doing something right.
Today’s motorist is still willing to pay for a new car. He or she, however, is also aware that every known manufacturer is putting out vehicles that provide good bang for the buck.
Old-fashioned brand loyalty is not so much on the customers’ minds. One of their top priorities is the quality of value-added after sales services.
Tyson has responded to this with parts and service departments that are open from 6:30 a.m. until 9 p.m., Monday through Friday, and 7:30 a.m. to 3 p.m. on Saturdays.
“There was a time when the garage dictated the hours you could bring your car in,” Kinney explains. “Now it’s the customer who does the dictating.”
The 35 to 40 people who comprise the staff of these departments are constantly being upgraded in their training to ensure a vehicle is getting top-notch care when it enters one of Tyson’s 30 service bays.
Such painstaking attention to details is paying off; the Tyson sales figures testify to that.
What is equally important, however, is that North American car companies are finally shedding a stigma that was built up over the 70s and 80s.
Namely, the largely unfair perception that foreign makes were superior to North American products when it came to engineering and craftsmanship.
“I’m seeing customers trading in BMWs, Lexuses and Mercedes,” says Kinney. “People are doing their homework and they’re coming back to North American cars.”
One example is the 2013 Dodge Dart; the rebirth of a reputable Chrysler car that is being well received by a compact-buying public that may have once automatically conceded that the class of that category was the Toyota Corolla.
Built on an Alpha Romeo platform, the Dart offers the choice of a 2.0L 16-valve Tigersharkfour-cylinder engine, a 1.4L 16-valve intercooled Turbo with MultiAir, or a 16-valve 2.4L Tigershark MultiAir II four-cylinder engine.
It generates up to 184 hp, yet it’s a gas sipper that gets 40 mpg.
Top all that off with a very competitive base price of under $16,000.
“As soon as we get them, they’re driving off the lot,” claims Kinney. “Sales have skyrocketed. We’re moving about 25 of these cars a month.”
Meanwhile, pickup trucks are one area where the foreign makers have not made a major dent on North American dominance.
This has not caused Chrysler to rest on its laurels, however. Thanks to state-of-the-art four-cylinder shutdown multi-displacement, the heavy duty V-8 Dodge Ram is somewhat of a fuel-efficient marvel with its 25 mpg consumption.
It all comes down to a simple formula at Tyson…sophisticated sales and service equals continued sales to an increasing sophisticated car buying public.
Written by Dan Pelton