WILLEY TO ATTENDEES: DEALERS BEAT FOCUS GROUPS FOR PRODUCT PLANNING

NADA 2007 chairman Dale Willey

February 9, 2008—Dealers could help automakers build products people really wanted to buy—if only automakers would listen—said NADA chairman Dale Willey at Saturday’s general session.

The real-world customer feedback dealers hear every day—about everything from inconveniently placed cup holders to the need for an armrest—should be used in the planning process but is mostly ignored, said Willey. Instead, manufacturers spend millions on focus groups, trying to figure out what the public wants.

Dealers’ unique perspective should be tapped early on, “when there’s still time to be flexible, not three years into the design process.” The result, Willey said, would be a product renaissance.

Another message for manufacturers: Treat all dealers the same and don’t play favorites. Incentive programs that aren’t equally available to all dealers hurt both retailers and automakers in the long run, Willey said.

Willey, who on Monday turns over the chairmanship to Texas dealer Annette Sykora, also urged dealers to share their unique perspective with lawmakers. “We are right in the middle between what’s good for the carmaker and what’s good for the consumer. We are uniquely qualified to understand both sides of the issues and advocate for realistic remedies.”

Speech to 2008 NADA Convention by 2007 Chairman Dale Willey (pdf)

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