People driving on I-75 in Davie, Fla., can't help but notice Rick Case Honda, a $7 million, 60,000-square-foot dealership that opened in March on 10 acres of land. Because of the design of the complex, prospects are sure to realize that Honda Certified Used Cars are sold there.
"When people pull in to our dealership, the first thing they see is Rick Case Used Cars, our certified department," says dealer Rick Case. "It is totally free-standing. We have 14 sales offices, six managers' offices, their own restrooms, their own lunchroom, their own meeting room, their own customer lounge. It's like a separate franchise" next to the showroom with new Hondas.
"Anybody driving down the interstate knows we sell Honda cars, but when they pull in, they see the Honda Certified Used Cars banners," adds Case, 60, chairman of Rick Case Enterprises Inc. of Fort Lauderdale, Fla.
"And that really helps (sell the certified program) because those guys are really like competitors with our new-car store."
By doing it this way, customers get "two franchises in one, a double bang for the buck. People can buy a Honda, pay a lot less money for it, and get as good a warranty, or maybe even better, depending on the year of the car," Case says.
The dealership group has 10 stores in three states and is ranked 58th among U.S. dealership groups by Automotive News, based on new retail units sold in 2001.
An increase in sales isn't the only reason that Case is gung-ho on American Honda Motor Co. Inc.'s certified used-vehicle programs. "It just helps build brand loyalty for Rick Case and for Honda," he says.
Case attributes the instant success of the Davie Honda dealership to brand loyalty.