Auto brands make innovations to satisfy customers

Auto brands make innovations to satisfy customers

Primastuti Handayani, The Jakarta Post, Jakarta

For a young executive like Ronny who does not have the time to go
to a auto workshop, after-sales service means a lot. Just how
much became clear to him after several bad experiences with a
certain car company.

"It took me over two hours at an authorized dealer just to get
my car tuned up. I don't mind going to the workshop but the place
was far from my office and when I got there I had to sit and
wait ... what a waste," he grumbled. "In the end, after only
three months, I decided to sell my car and buy another brand that
provides better service."

Given this type of reaction, it is small wonder that many car
companies are acutely aware of the importance of customer
satisfaction. They realize that it is vital to keep customers
happy if they want ensure brand loyalty.

Customer satisfaction begins even before a sale is made. But,
in the auto game, the real key is keeping customers happy with
excellent after-sales service.

This is why three car companies -- PT DaimlerChrysler
Distribution Indonesia, PT BMW Indonesia and PT Ford Motor
Indonesia -- are constantly striving to find new innovations to
both satisfy and attract more customers.

DaimlerChrysler -- which deals in Mercedes-Benz, Chrysler and
Jeep -- is launching a new program called iD1, which is hoped
will open a new market segment for used Mercedes-Benz and
Chryslers.

The one-stop solution program -- which will be available at
five authorized dealerships soon -- will display used cars in
their optimum conditions, and with mechanical breakdown coverage.

Those dealerships involved in the program will also provide
extra service and parts sales.

Since not all customers know their way around an engine, which
can be a huge disadvantage when buying a used automobile,
DaimlerChrysler will only be selling used cars no more than five
years old and with a maximum mileage of 100,000 kilometers.

The iD1 program also will provide a multipoint check, which
includes engine compartment (such as oil, V-belt), vehicle
(paint, tires), under vehicle (front axle, exhaust system) and
inside vehicle (seat belts, clutch).

DaimlerChrysler deputy director Kurt Koch said: "We're very
glad to reach a new segment of customers in the used cars.
Through this innovation, we hope they can make their choices
based on the information available and guarantee of quality,
service and products."

As for BMW and Ford, getting closer to customers is very
important, leading them to open new branches in the heart of
Jakarta.

BMW, in affiliation with Tunas Group, opened its latest branch
at Jl. Prof. Dr. Soepomo No. 174 in Tebet, South Jakarta, last
Thursday.

The Rp 25 billion (US$2.7 million) dealership is located on a
2,000-square-meter lot of land with a 4,600-square-meter five-
story building consisting of a showroom, a used car center, a
workshop, a training and mechanic room and a spare parts center.

What makes it different from other dealerships?

Well, you can't miss it because it has a huge "Bearing
Structure" for a signboard.

The building, which was designed by German architectural
consultants, displays a complete range of BMW cars and the latest
BMW motorcycles.

As for the after-sales service, BMW provides, among other
things, DISPLUS (a computer system to diagnose the cause of any
problem)s, Group Tester One (a portable diagnosis system) and a
"Reception-at-the-Car" area for service advisers to check the car
with the owner or the driver.

All this advanced technology is operated by highly qualified
mechanics who have been trained in Germany, Singapore and
Indonesia.

Ford -- which just launched its Sports Utility Vehicle (SUV)
Escape, priced at Rp 259.5 million for the 3.0lt V6 4x2 and Rp
325.6 for the 3.0lt V6 4x4 on the road -- also opened two more
branches at Jl. K.H. Hasyim Ashari No. 45 in Central Jakarta, and
Jl. M.T. Haryono Kav. 29-30 in East Jakarta, last week.

As with its two dealerships in West and South Jakarta, the new
dealerships also offer Brand@Retail, which allows Ford owners to
enjoy all the available facilities.

Ford also offers a nationwide service guarantee for all
owners, allowing them to get service and parts all over the
country. Ford can also send mechanics to owners homes to fix
their vehicles.

With such services on offer, customers won't have to waste
their time like Ronny. There are more options to select from, all
of which offer top quality after-sales service. And with that
kind of service, brand loyalty is all but guaranteed.