Retired American Honda executive Dick Colliver has joined the board of the Automotive Broadcasting Network, a dealer services startup based in Ponte Vedra Beach, Fla.
Colliver, 69, was executive vice president of American Honda Motor Co. until April, running the Honda and Acura divisions. He joined Honda in 1993 after 20 years with Mazda Motor of America, where he had been general manager. Colliver started his career with sales and marketing jobs at General Motors and Chrysler Corp.
Dick brings a great wealth of knowledge on the OEM side, said ABN CEO Jerry Daniels. That will be very helpful in offering manufacturers a chance to reach their existing buyers inside dealerships.
In its first year, Daniels focused ABN on dealers. The company offered an in-dealership private television network with auto-specific content and CBS programming, replacing typical service waiting-room TVs tuned to cable news stations that run commercials from competitor automakers.
ABN currently has more than 200 dealers in 33 states, Daniels said.
The network produces a series of targeted spots, ranging from factual advice to additional-services offers and spots cross-selling new vehicles.
Daniels said that in a one-month test at a single dealership, ABN offered free oil changes to customers who took test drives. The result: 174 test drives and 20 new-car sales.
Colliver said he will act mostly as a consultant to ABN.
If Im a Honda dealer, do I really want my service customers watching Jerry Springer shows and Toyota commercials? he said. This gives dealers a chance to brand themselves.