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To Whom it May Concern
Opportunity is in Ridgewood for the noticing.
Since 2008, the village of Ridgewood has lost six of its seven automotive dealers. It would be easy to follow the crowd, and abandon the last one as well. It would be easy and wrong.
Ridgewood is a village of 25,000 people and one of the highest median incomes in the United States. This Village boasts over 65 restaurants, because the inhabitants have an extraordinary amount of discretionary income. This combination of wealth and under-served markets have convinced me to write to you today.
I take the train to work every day, as do most of the people who work in New York City, and I notice Ken Smith Motors every day as well. 1800 of the village’s most productive inhabitants share that train with me, and the physical location of Ken Smith, at the train station acts as a continual advertisement for not only the dealership but also the brand that it sells.
No wonder that when my wife needed a car, I leased it at Ken Smith, and when I needed one, I leased it there as well. The service is personable and the pickup and drop off cannot be easier. After all, the train station is right there.
The railroad creates another opportunity. It bisects the village, and there is only one way to cross the tracks in the downtown area. That one way is the underpass in front of Ken Smith. Think about it. If you are not taking the train, the only way to get from one side of downtown to the other is to go past Ken Smith. Every driver in Ridgewood has to do this all the time. Indeed the location of Ken Smith is probably the single largest reason that it alone survived the economic disaster.
My dealing with Ken Smith highlights another opportunity. As an “Intown” dealer, Ken Smith evokes a different kind of culture. A highway dealer must focus on landing that customer during the very first visit to the dealer. As much as the manufacturer would like to nudge dealerships into a higher, quality experience, the reality of dozens of dealers on a highway in close proximity require a market where time to build up trust and rapport simply doesn’t exist. The sales strategy of a highway dealer is more of a caveman approach. Hit them over the head. Drag them into the cave and have your way with them.
A dealer like Ken Smith cannot use the same strategy. As he knows his neighbors and participates in the village life, his typical customer will visit several times before the purchase They will create a relationship with the salesman and the management and when they buy or lease, they will have a more satisfactory experience. They will have a higher multiple purchase relationship, and they will feel comfortable introducing their friends and relatives to the dealership. This can only help promote the brand.
For all of the above, I strongly recommend that you grant Ken Smith Motors the FORD franchise that used to be on Maple Ave. in Ridgewood. Ford will help the dealership that lost the Mercury franchise when that was discontinued. The manufacturer will benefit from having a strong intown dealer with a stellar local reputation.
I am aware that “one size fits all” style guidelines exist that push dealerships onto inexpensive land adjoining a highway, but opportunity hides from “one size fits all”. When we take the decision out of the hands of learned people with the powers of observation, and place our faith in blind paperwork that worships sameness, we will miss the kind of place that will help Ford thrive and help the village as well. After all, it will still be the only dealership left in a very wealthy community.
With all best wishes, Sincerely, Greg Stewart Greg Stewart
The author of “The Smart Guide to Auto Leasing”
