23 January 2012

Writing a few words of appreciation about Sir Tom Cowie, who died on Thursday last week, led inevitably to some hearing some great anecdotes about one of the original characters in auto retailing. There seems no doubt that Sir Tom was man who knew, and spoke, his mind.

It’s very tempting, and rather glib, to say: ‘they don’t make ‘em like that any more’. I’ll admit that was my first reaction. After all Sir Tom, and others like him, working through the post-war boom in private and corporate ownership of cars more or less created the industry we all now work in.

But then I thought: ‘actually, they still do’. There are still plenty of dealerships (and retail groups) being run like by strong minded and charismatic individuals. And there’ll be plenty of entertaining and original characters working in dealerships up and down the country this weekend.

Because, despite the fact that we now live in a world where corporate correctness is often the overwhelming priority – and despite the fact that many customer now buy on brand, above all other considerations – people still buy things from people.

Okay, you could argue that internet selling has reduced the importance of the relationship between the salesperson and the customer. But I would argue that nobody is going to buy a car from somebody they don’t like and trust; even if that bond is created online.

The problem for the industry will come when we stop employing, promoting and championing the characters in this business and start to play safe. I’ve a feeling Sir Tom would have agreed with me.

Rupert Saunders

Agree or disagree: if you’ve a view, drop me a line at rupert@auto-retail.com

Tags: Arriva, Cowies, our blog, personality, selling, Sir Tom Cowie