Harr Motor Co. believes it has found a way to retain customers and attract new ones: free tires for life.
"We think it's helping us close deals. People are asking about it all the time," says Arthur Wolpert, president of three dealerships that handle Dodge, Ford and Toyota in Worcester, Mass.
The program was implemented Sept. 21, and although it's too early to gauge sales results, plenty of indicators point to a success.
"Our competitors are telling us that prospects are mentioning our program," Wolpert says.
"Harr's service absorption was in the 70 percent range prior to this program. It's now in the mid-80s," says Alan Berman, executive vice president of Davis Advertising, Harr's agency for the past 10 years. "And the Toyota store, which was 42nd or 43rd in sales in the region, climbed to seventh in November and ninth in December."
According to Berman, Harr wanted to create a campaign that would benefit both sales and service. "At the same time, the automotive group wanted to be different and - in the mind of the consumer - add value to the sale," he says.