Motorpoint: no push to purchase

The image of car supermarkets is often tarnished with being the prime destination of the bargain-hunter and stories of sales staff looking to push the buyer into a car that they don’t really need. However, Motorpoint, the UK’s no.1 car supermarket, explains that these myths are usually unfounded and are an exception.

Large discounts on manufacturer recommended retail prices which car supermarkets are able to offer, result from a number of factors. Contrary to the thought of many, Motorpoint does not use these to lure the undiscerning customer, but are the veritable competitive savings on a huge range of vehicles which will be passed on to every buyer at the point of sale. They are the same as those which are clearly marked at on the retailer’s website (motorpoint.co.uk), in advertising material, and on every vehicle at the retailer’s five outlets across the UK.

The sale of in-house finance is equally a subject of much criticism, the result of some customers paying rip-off lending rates, meaning that a used vehicle could cost more than one which is brand new following the completion of the repayment programme. However, this is not the case at Motorpoint. The retailer’s highly-competitive Boomerang programme is tailored to the customer’s budget and actually provides a £300 contribution towards the vehicle’s deposit coupled with the added advantage of a guaranteed future value at the end of the three year repayment plan. It is also strictly regulated by the Financial Services Authority, and has been underwritten by Lloyds TSB’s Black Horse Motor Finance arm, eliminating any chance of mis-selling.

Just like the vehicle itself, there is no obligation to utilise the Boomerang facility or purchase any of the Elements optional extras packages, as John Hood, General Manager of Motorpoint explains: “The training of sales staff is a key priority for Motorpoint to ensure a hassle-free experience on the forecourt, and that the individual needs of the customer are clearly met. We have put specific procedures in place to make sure the customer does not feel intimidated, which is something you may find with other mainstream retailers. Our objective is not to sell the most expensive car with the most amount of extras.”

The days of the pushy salesman are also numbered, with the rise in power of the female buyer putting increased pressure on the demographic make-up of the salesforce. Motorpoint has responded to this growing trend by introducing saleswomen across their five sites in the UK, as John Hood states: “Both sexes have always had different requirements and buying behaviour, and we have recognised the benefits of having saleswomen at our premises. Women feel more comfortable if they have the option of speaking to someone that can relate to their particular needs, and it is important that they do not feel disadvantaged in the car-buying process.”

For the latest deals at Motorpoint, visit motorpoint.co.uk