"What we want is an unfair competitive advantage," said Yates. He added that since it is not always possible to get it through price, they will get it instead by, "servicing them (customers) to death." Customers are . «mm invited to fill out comment cards when they make their purchase and are given maintenance booklets and gift packages at the special evening seminar. Other service oriâ€" ented initiatives include awarding staff for excellent service with gold buttons that declare them "cusâ€" tomer satisfaction experts." Although not the first seminar of its kind, it is a first for Towne Chevâ€"Oldsâ€"Geo and the customers who recently attended were pleased with the concept. Gertrude McLain, a new Oakville resident, said she came to find out how they plan to service her new Olds Cutlass Supreme. Although she has owned other cars, she said the seminar was a first for her and was delighted to have a chance to become familiar ith the staff. "It gives you a warm feeling bout this company that you‘ve jovested all this money in," she aid. opportunity â€" to meet the departâ€" ment managers, get valuable tips, have a tour of the body shop and ask questions. This way, car buyers are given "You want an opportunity to drive their new 3 o $ $ vehicles for a few 1 think the thlng 1sS months before they are invited y0U know your back to the dealâ€" dentist, you know esP (0" . °* your doctor, and your they have an _ accountantâ€"you | Muriel Smith, who recently Eought a Buick from the dealerâ€" hip, said it gave her confidence in he people and equipment there and a better idea of what to expect. , She said she is soon due for her Erst service checkâ€"up and after the rientation felt more comfortable lbout bringine her car in. Her husband, George McLa alled it a "damn good sales pr motion," and said it was an exce ent way to do business in today versatile market. Dealership aims for competitive advantage with good oldâ€"fashioned customer service The ageâ€"old myths that car dealâ€" érs are more interested in the sale than the customer are being broken down now as dealers show that everything old is new again by returning to oldâ€"fashioned cusâ€" tomer service. Oakville‘s Towne Chevâ€"Oldsâ€" Geo is the latest dealership to embrace "the second delivery" phenomenon. The Trafalgar Road General Motors outlet recently launched a unique program called a "customer appreciation evening" for new vehicle owners. _ According to Towne‘s president, Glen Yates, customers are often so anxious to drive off the lot in their new cars that they may not get all the information they need. By SARA HOLLAND Special to The Oakville Beaver t may sound ironic, but the I latest strategies to keep autoâ€" motive dealerships alive, may actually involve servicing cusâ€" tomers to death. Oakville Towne Chevâ€"Oldsâ€"C Appreciation Night. vout oringing Nner Car in. For Yates, the idea of making ustomers feel comfortable and onfident in the dealership staff, nough to make referrals and buy gain, hits the target of what they re trying to do. "People are mistrustful of dealâ€" rships. That‘s what is comes down should know your car guy." Towne Chevâ€"Oldsâ€"Geo President Gien Yates e McLain sales proâ€" an excelâ€" @0 Towne Chevâ€"Oldsâ€"Geo president Glen Yates talks to his customers at last week‘s Customer to," he said. John Cook, of Oakville, said he was not pleased with his last dealerâ€" ship and came to the orientation in search of more individual service. ‘"You want to think that they‘re taking a personal s s interest in you t thing IS . m and your vehicle Shop foreman Leighton Kemp discusses the dealership‘s computer test centre with customers. (Photo by Barrie Erskine) 547 TRAFALGAR ROAD AT THE Q.E.W.. OAKVILLE 844â€"2320 a The strategy is aimed to have dealerships look more like the carâ€" ing, family businesses of yesterday where customers knew what to expect and exactly who they were dealing with. For Yates, it is a evolution he The return to oldâ€"fashioned serâ€" vice is catching on at dealerships all over as they strive to keep new car buyers as repeat customers and ensure a positive ownership experiâ€" ence. It is becoming more and more of a survival tactics on the front lines as dealers struggle to do business in today‘s competitive market. wel kno ships are rushing in to meet these demands. Towne‘s customer serâ€" vices manager, Lenore Thomas said she can see a future where car owners sit in a glass area watching their cars being serviced. UC W JC me $, 1t 18 I think jlentist, (Photo by Barrie Erskine TOWNE the ! C HEVROLET _OLODSMC th kn Automotive â€" ¢ JF ar A lucky Canadian will drive away with a $155,000 Lamborghini Countach next year as the winner of Alpine Electronics‘ "Better Listen Up" contest. The grand prize automobile will come comâ€" plete with an Alpine car audio system, cellular teleâ€" phone and security system. "No purchase is necessary to enter the contest," says Alex Romanov, Senior Vice President and General Manager of Alpine of Canada, Inc. "People can fill out a ballot at any authorized Alpine dealer, as well, ballots will be included in each Alpine prodâ€" uct box, or you may write in to our head office for an entry form." The contest will run until Nov. 30th. All entries Here‘s your chance to win a Lamborghini 1991 PLYMOUTH SUNDANCE 53â€"0R. 1990 PLYMOUTH SUNDANCE 5â€"0R. HATCHBACK â€"_ ccmmatts. _ HATCHBACK _ on 175 WYECROFT ROAD, OAKVILLE (Between Dorval & Kemr St.) 845â€"6653 1992 CHRYSLER 5th AV. LUXURY SEDAN 1992 CHRYSLER _ DYNASTY LE _ O B IL| *Plus taxes & license, subject to prior sale 1989 CHRYSLER DYNASTY LE 1990 JEEP YJ HARDTOP must be received by midnight Dec. 10th at Alpine Electronics head office, 605 Alden Rd., Markham, Ontario. L3R 3LS. The official draw will take place on Dec. 15th, in Markham, Ontario. The Lamborghini Countach, which was designed by Paolo Stanzani (engine) and Marcello Gandini (body), can reach top speed of 295 km/h in 5th gear at 7300 rpm. Manufactured in Bolognese, Italy, Lamborghini has for years selected Alpine to excluâ€" sively furnish the audio system in each of their cars. That is why Alpine is giving Canadians a rare opporâ€" tunity to win a car that is normally only dreamed about. AFF luxury package, with complete power aquipâ€" Balance 1989 CHRYSLER LEBARON P ear wheel drive O HASSLE P O HASSLE PRI ipped, air, stereo cass . dash, sport susp., m. wheels, real beauty uis1 DdaLit 1988 CHRYSLER 5th AVEN TTA tory warran #92084. 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