The event attracted franchised and independent dealers from all over the UK and 17 car brands that are actively recruiting partners to fill open points. The event, believed to be the first of its kind, provided dealers with a unique opportunity to assess the latest generation of cars around the country's leading test facility and discuss retailing opportunities with franchising managers.
Visitors were able to test drive cars around Millbrook's extensive Hill Route course which replicates extreme road conditions and features hairpin bends, steep inclines and adverse cambers. Cars were also driven at motorway speeds around the High Speed Bowl, while professional drivers were on hand to put sporting derivatives through their paces on the Handling Circuit.
Dealers were also given an opportunity to test drive 4X4 vehicles around the facility's extensive off-road course.
Simon Elliott, managing director of ChryslerJeep, was pleased with the level of interest in the brand and expects to fill some open points as a direct result of discussions with visitors.
“We're delighted with the show. We've had plenty of positive dialogue with the dealers we've seen and have three or four very good prospects which we'll be following up,” he said.
“We've been pleased with the geographical spread of visitors — some have travelled from as far away as Scotland and Wales,” he said.
Chrysler used the event to unveil its 300C executive car ahead of its November launch as well as show the Crossfire, PT Cruiser convertible and the latest version of the Grand Voyager with Stow ‘n' Go seats. Visitors were also able to test drive Jeep's latest Grand Cherokee ahead of it going on sale next month and view the SRT 10 pickup and Viper from the forthcoming Dodge brand.
“There's been a lot of interest in the franchise and the event has also given us an ideal opportunity to show some Dodge vehicles,” said Elliott.
The event also provided an ideal opportunity for General Motors' entry brand to share its franchising plans for the Chevrolet franchise which took over from Daewoo at the beginning of the year.
The franchise currently has 87 dealers and is looking to fill around 25 open points and used Dealer Drive to showcase its Lacetti and Kalos models.
“We've established some good quality contacts and are pleased with the way the event has gone,” said John Cham-berlain, the brand's franchising
As one of the country's fastest growing franchises Daihatsu is currently looking for around 20 more dealers to add to its network.
“We're really pleased with the way the day's gone and have had some good conversations with dealers and have definitely got some good prospects,” said Paul Hegarty, operations director.
“Some of the dealers we already knew, so it was good to catch up with them, but there was also quite a few who were unknown to us — we'll set a number of appointments as a result of Dealer Drive,” he added.
The day also proved to be a busy one for visitors as they lined up test drives and discussions with franchising staff.
“I think the event is a good idea and it has been a really useful day,” said Bill Hunt, director of Tran City Car Centre, which operates Skoda and Kia franchises.
As a Skoda dealer, Hunt took advantage of the opportunity to sample the Octavia 4X4's abilities on the off-road courses.
“It's given me the ability to sell the car with more confidence — I expected it to be good but was still surprised by what it can do,” he said.
Hugh and Richard Evans, the managing partners of Evans Autos, an independent dealer assessing franchising opportunities, were pleased with the scope of manufacturer representation.
“We planned to use the event to update ourselves on what is currently available and speak to one particular manufacturer and we have achieved both objectives. We think the day's gone really well. It's been well organised and the venue is superb,” said Hugh Evans.
Martin Ward, director of Westons Car and Commercials, the former Vauxhall main dealer, found the event provided a practical opportunity to assess future franchising opportunities.
“It has been a useful day and a good opportunity to look at the franchises on offer,” he said.
With the first Dealer Drive judged a success by exhibitors and visitors plans are already underway for the 2006 event and Motor Trader will provide further details over the coming months.