Toyota recently announced their Dealer of the Year (DOTY) Awards with Chris Jones, Dealer Principal at Halfway Lexus Fourways, receiving the award as the Lexus DOTY.
This is the second time in the past four years that Lexus Fourways has won the award after being runner-up in 2019, adding to a long list of awards, including the financial service awards for the past six years.
According to Jones, the past year has been a challenge for all dealers, with all involved being forced to re-think their marketing and client service strategies. “I am lucky that my sales staff are a young, energetic and motivated team who were able to ensure record months during the initial lockdown because of COVID-19,” he recently told Dealerfloor.
Jones continued by explaining how pre-owned vehicles achieved a 63% growth year-on-year. Apart from the increase in used car sales, Jones was quick to point out how the backing of the Halfway Motor Group has allowed for stability and growth for this flagship and first only-Lexus dealership. “Lexus Fourways became part of the privately owned Halfway Motor Group in 2009 and since then many people played a part in growing the business to the success story it is today,” Jones said.
“We are selling and providing an in demand premium brand and with the support from our customers and the diligent, hard work from our staff, we were able to achieve this special award,” Jones said proudly.
During the awards ceremony, the Toyota senior vice president of sales and marketing, Leon Theron, explained how this achievement required dedicated efforts and a balanced approach that were aligned to the core philosophy of the Lexus brand of Experiencing Amazing. “This year’s winner (Lexus Fourways) refused to follow the negative trends and even succeeded in creating positive trends of their own,” Theron said.
Some of the trends Theron alluded to are explained by Jones: “Having a young team, most are very adept at using technology and social media, utilising those skills in a variety of customer- and sales-driven experiences to create awareness, generating leads , retaining clients and establishing Lexus as a reputable premium brand.”
For Jones, being in charge of a dealership is much more than just profits, customer service and upholding the reputation of the brand. “As a business, we are part of and dependent on our community, where we focus our attention on the support of feedings schemes and other social investment activities,” Jones said.
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