Prime Motor Group Turns Billboards (and the car business) Upside Down
WESTWOOD, Mass., Oct. 7, 2015 /PRNewswire/ -- David Rosenberg and Matt McGovern, owners of Prime Motor Group, decided to take all nine of their big blue Driveprime.com billboards all over the greater Boston area and have them turned upside down. And they did it all right before Columbus Day weekend, one of the traditionally busy weekends in retail automotive.
Why would the owners of one of New England's fastest growing car dealership groups pull such a stunt? "We wanted to catch people's attention," said CEO David Rosenberg, "but we also wanted to make a point. We are not just turning the boards upside down, we are turning the car buying experience upside down with our new sales process."
Prime Motor Group launched the new process about two years ago with the intention of leveling the playing field for the customer and ultimately reducing the time and stress of buying a car. "We use credible 3rd party market data from companies like Edmunds.com, KBB and Autotrader.com to show the customer how they are getting a great deal on both the car they are purchasing, as well as their trade-in," added McGovern. The duo hopes that by adding transparency and credibility to their pricing model, they can spend more time helping customers find the perfect car. They also hope that by reducing the time it takes to sell a car, they can run their sales operation more efficiently.
TURNING EVERYTHING UPSIDE DOWN
Where are the billboards? There will be two on I-90, two on the Southeast Expressway I-93, one on I290 in Worcester, one on Route 3 in Hanover just past the Hanover Mall, one by exit 9 on I-95, one on Mass Ave and one on the famed Norwood Automile across the street from competitor Boch Toyota. However, it doesn't stop there. The group recently filmed a fun commercial that should help to explain the stunt and will be seen all over Massachusetts and Southern New Hampshire this month on television and online. They also plan on turning point of sale materials in their 25 different locations upside down and if you go to driveprime.com, their dealership websites or any of the social media properties you will probably find something flipped there too.
"Anyone can have a sales event, but ultimately, it is really just a bunch of balloons and posters and doesn't contain anything different or of value for the customer. With our new sales process we truly feel we have a different offering, a different experience," said Rosenberg.
Employing more than 1600 individuals and ranking as one of the largest and fastest growing automotive groups in the nation, Prime Motor Group currently represents 20 auto brands in 25 locations throughout suburban Boston, the South Shore, Cape Cod, southern New Hampshire and southern Maine.
A DEDICATION TO METICULOUS CUSTOMER SERVICE
Purchasing a car is a major investment and a big decision for most people. From its beginnings as a family operated business, Prime Motor Group has differentiated itself through meticulous customer service.
Two years ago Prime established a commitment to "A New Kind of Car Buying Experience" – establishing a transparent sales process that eliminates gimmicks and fine print to provide customers with full access to market data and third party research from such trusted industry leaders as Edmunds, KBB and Autotrader. With no sales pressure, the market information is shared with customers upfront to make the process of purchasing a vehicle a faster, more enjoyable and more reliable experience.
David Rosenberg has been involved in the auto industry since he was 8 years old, clearing snow from the windshields of vehicles on a used car lot owned by his father, auto industry legend Ira Rosenberg. The senior Mr. Rosenberg remains actively involved in Prime's Maine dealerships and continues to act as their spokesman in that market.
For more information on Prime Motor Group, visit www.driveprime.com.
SOURCE Prime Motor Group
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