IMDA chairman and Specialist Cars owner Umesh Samani chatted about used car marketing “on the road” and unwinding with a V8-powered hobby “off road” in the latest AM News Show Podcast.
The Stoke-on-Trent-based car retailer and co-founder of the Independent Motor Dealers Association (IMDA), joined AM editor Tim Rose and news and features editor Tom Sharpe for the latest instalment of the monthly production, which is published across Youtube, Spotify and Apple Podcasts.
Samani shared insight into his own car ownership trends and an unusual hobby which takes him off the breaten track to leave the stresses of the car retail sector behind.
But in part two of the podcast, created in partnership with Armchair Marketing, Samani also revealed that he had not faced difficulty in buying used stock, despite the serctor’s vehcile shortages and appreciating used car values.
“I’ve been very fortunate compared to some of my colleagues in trying to buy used cars,” he said.
“Over the years, I have built a reputation of buying cars privately. For 24 years, I have never bought a car from a car auction, I buy mainly from private people or trade contacts who know what I like to buy.
“I get customers come back to me not just to buy cars, but to sell me cars. I’ve got repeat customers coming back to me selling me cars, which has built a reputation up.”
Samani also urged dealers not to compromise vehicle standards in order to fill forecourts.
“In terms of local marketing, it’s always been buying cars, as opposed to selling cars. In one of my videos from 10-11 years ago, I said ‘because I buy nice cars, I sell nice cars’ – it goes hand-in-hand,” he said.
Video: watch the podcast
“If the forecourt is a little but empty for a few days or weeks, don’t panic and don’t just buy anything for the sake of it and never compromise on quality.
“I will not compromise or deviate from what I think I should be buying for the sake of trying to fill empty spaces.”
He also discussed the importance of maintaining a positive reputation with customers and marketing techniques he employs to build trust and ensure the car buying process is transparent and seamless for the car buyer.
In the previous podcast, Waylands Automotive chief executive John O’Hanlon and Samani spoke about how AM Live is a vital source of insight and advice for the car retailers.