Historically there has been significant push back from franchise partners to maintain sole representation, however is the new trend going to become the norm? With the likes of Vertu adding new brands to their portfolio recently and other groups like Chorley Group adding MG to their head office location, this is certainly a trend becoming more popular.
As the online consumer journey gathers pace, reduction in dealership locations across the country, the multi-franchising of sites makes complete sense as long as the site doesn’t become congested so that the consumer experience suffers. Sweating the asset as much as possible is of benefit, however maintaining controls, USP’s for that brand when the customer journey begins and managing the dealership appropriately are all areas of focus that need due consideration when looking at this strategic option.
The next steps
If this is something that we at UHY Hacker Young can assist you with then please contact David Kendrick or visit our dedicated automotive page for further information.