When the first impression a customer has of a dealership is its online presence, the channel must be become be recognised as the new sales frontline.
This was a key takeaway from a recent webinar discussion between Auto Trader’s new car performance director Bex Kennett and Alex Houghton, group stock manager at north west AM100 dealership group Halliwell Jones, in which they explored best practice in online advertising, customer engagement, and the future of electric vehicles (EVs).
Halliwell Jones’ approach to modern car retailing exemplifies how businesses can adapt to changing market dynamics while maintaining the personal touch that builds lasting relationships and the impact of digital transformation on the car buying experience.
Established with a first centre at Southport in 1987 Halliwell Jones has grown to an AM100 dealership group employing 600 people. In 1992, its Chester centre was opened, followed by Warrington in 1999, Mini Wirral in 2005 and Llandudno in 2007. In 2014, it acquired the BMW/Mini centres in Wilmslow.
Halliwell Jones has seen significant expansion recently and this growth has kept the dealership busy, managing both new and used car stock ranging across BMW, Mini, BMW Motorrad and Ineos Grenadier brands.
Even so, identifying how a customer prefers to communicate and ensuring smooth, hassle-free engagement to build trust and foster a positive relationship has been a priority – aligning their online interactions with in-person experiences.
As Houghton notes, excellent customer service is no longer an added bonus – it’s the expected standard in today’s digital-first landscape.
“The key is making the process seamless, whether online or in the showroom,” Houghton shared. “It’s easy to overlook the basics when dealing with multiple customers, but maintaining clear, honest, and consistent communication is what sets a business apart.”
Understanding customer preference
Customers often enter dealerships with a preference for either new or used cars. However, Houghton noted that they are increasingly open to switching.
“I think customers still come in with a preference, but they are open to considering alternatives when you explain the approved used car benefits or manufacturer incentives,” he said.
He also pointed out the distinct purchasing styles between the two groups: “New car customers are more methodical, wanting to go through every fine detail, whereas used car buyers tend to make decisions quicker because it’s a moving market.”
The consumer research backs this up, showing that new car buyers take longer to research, often linked to leasing cycles or planned purchases. Used car buyers, on the other hand, frequently make trigger purchases due to immediate needs, such as replacing a broken vehicle.
The role of information in the buying journey can not be understated. Used car buyers typically arrive with a set budget and are focused on value for money. In contrast, new car customers are often prepared to wait weeks for factory orders.
“With a used car, once they’ve seen it, driven it, they want it. With a factory order new car, they’re only looking at it on a screen, so it’s a different journey altogether,” Smith agreed.
While new car buyers are more educated about their purchases due to that extensive research, the gap between the two buying journeys is narrowing as access to detailed pricing and specifications becomes more widespread online.
“The internet and third-party websites have levelled the playing field,” said Houghton, “Customers are now more informed about both new and used cars before stepping into the dealership.”
Marketing for new and used cars
Marketing strategies for new and used cars are becoming more aligned too, particularly with digital platforms driving visibility.
“We treat our physical new car stock like used cars – get it on the internet, ensure competitive pricing, and use high-quality photographs and detailed descriptions,” Houghton said, who explained that this shift has made new car marketing more dynamic and accessible to a broader audience.
Halliwell Jones has embraced best practices in digital marketing, showcasing vehicles with turntable photography and detailed online listings.
While initially challenging to implement for new cars, Houghton noted that the results speak for themselves: “Once new car managers saw the inquiries coming in, they knew it worked. Years ago, new cars were hidden in the showroom or in a compound. Now, they’re visible to the masses online.”
Kennett spoke of the pre-requisites for online advertising as the gateway to customer interaction. “It needs to be powerful, informative, and compelling enough to make customers reach out – whether by telephone, email, or WhatsApp,” she noted.
Selecting the right vehicles to feature online is also critical. “Having a good spread of stock at different price points helps capture a wider audience,” Kennett explained, adding that the use of retail rating tools to determine the desirability of a vehicle ensures that dealers maximise their visibility and appeal in a highly competitive market.
Building trust and loyalty
In a market increasingly dominated by digital experiences, Smith stressed the importance of impeccable customer service. “Customers today come in fully educated. Our role isn’t to tell them about the car – they already know. It’s about transparency, trust, and ease of doing business.”
Halliwell Jones prides itself on its long-standing reputation and strong customer relationships. “We’re a family-owned business with a history dating back to the 1980s. We have customers who bought from us back then and now bring their children to buy from us,” Houghton said.
The dealership fosters a welcoming environment where customers feel comfortable returning, not just for transactions but for conversations about cars, football, or a simple coffee.
The longevity of the Halliwell Jones team further cements these relationships. “We have sales executives who have been with us almost as long as the company itself. Customers recognise them, and that familiarity builds trust. It’s not just about selling a car – it’s about creating an experience.”
The shift toward EVs
With consumer interest in electric vehicles rising, the conversation turned to how dealerships are adapting to this transition. “Customers today are much more knowledgeable about EVs than before,” Kennett observed.
“Previously, early adopters had little information, but now, with more widespread education and availability, inquiries have naturally increased.”
A major challenge for dealerships is ensuring that sales teams are well-equipped to answer detailed questions about EVs. “Training is essential – customers arrive with researched queries, and sales executives must confidently provide insights,” Kennett stated. “Having fully charged, test-ready vehicles on-site is crucial because once customers drive an EV, they often love it.”
Both noted that short test drives may not longer sufficient for potential EV buyers. “An extended test drive – such as overnight or over the weekend – allows customers to experience how an EV fits into their daily routine, from charging logistics to range considerations,” Smith suggested.
The future of car buying
Looking ahead, the car buying process will continue evolving with digital tools playing a crucial role. Halliwell Jones has embraced online engagement, recognising that many consumers browse outside of traditional business hours.
“Sixty per cent of consumers are looking at cars when we’re closed – in the evenings or early mornings. That’s why it’s crucial to replicate the showroom experience online, with high-quality images, walkaround videos and detailed descriptions,” Houghton said.
The emergence of new brands, particularly in the EV sector, is also shifting customer loyalty.
While Halliwell Jones benefits from the strong reputations of BMW and Mini, Houghton acknowledged the need to differentiate themselves from other retailers offering the same brand:
“We’re not just competing with other brands,” he said, “but also with other BMW and Mini dealerships. What sets us apart is our approach to customer care and long-term relationships.”
Ultimately, as consumer expectations rise and technology continues to reshape the industry, the core principles remain the same – transparency, trust, and service.
“At the end of the day, it’s about making the process easy, seamless, and enjoyable for the customer,” Houghton said.
“It’s about doing what you say you’ll do – on time and with integrity,” Kennett affirmed. “Customers value honesty and a hassle-free experience, which ultimately fosters long-term loyalty.”