Rt. 22 Dealers in Central Jersey Teaming Up
06-09-2008, 12:26 PM
#1
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Rt. 22 Dealers in Central Jersey Teaming Up
Probably more BS than anything, but maybe someone in the area can get a deal on a car. 
June 9, 2008
Slowdown shifts car dealers' tactics
By KARA L. RICHARDSON
STAFF WRITER
Ten auto dealerships along Route 22 in Bridgewater and Somerville are hoping to get better mileage from their advertising budgets by promoting the area as a vehicle-shopping destination.
At least 3,000 vehicles are for sale in the two-mile stretch between Interstate 287 and Routes 202/206. In a time of declining auto sales and rising fuel costs, William Vince, owner of Bridgewater Acura, thought his dealership and the ones around him would have more success as a group — an "Auto Dealers Row."
Vince contacted each dealership from Somerset Nissan to Lexus of Bridgewater and convinced them to pitch in for a print, television and radio advertising campaign.
"The ultimate goal is to let (customers) start thinking of this area when it's time to buy a car," Vince said. The dealerships will celebrate their partnership Thursday through Saturday with a block party.
Each dealership will have food, drinks and, of course, specials on in-stock new and pre-owned vehicles, said Steven Pell, president of Timely Advertising, the company that created the auto dealerships' campaign.
Pell said the dealerships along the Route 22 strip don't compete against each other. They compete against dealerships selling the same brands of vehicles elsewhere. He called the Route 22 dealerships' relationship "pragmatic."
"When someone goes out to buy a car they pretty much know what kind of car they're going to buy," Pell said. In fact, along Route 22, "If someone comes to the Volvo dealership and they really want a Nissan, the fellow at the Volvo dealership will give them a name of someone to contact at (Somerset) Nissan."
Pell said the important thing is to drive people to Route 22. The campaign, which has already begun, includes a cartoon map of Route 22 highlighting each auto brand's logo along the way from the Bridgewater Commons mall and just beyond Interstate 287.
"In this relatively small area — with Interstate 287 on one end and Route 202/206 on the other end — you've got 10 dealerships and 16 brands of automobiles," Pell said. "People can drive up and down a couple of miles of Route 22, and, in short order, they can view 16 different brands of automobiles. It's a very efficient way to do it."
The Route 22 dealers include: Bridgewater Acura, Royal Chevrolet, Fullerton Ford/Chrysler/Jeep/Dodge, Autosport Honda, Ray Catena Infiniti of Bridgewater, Lexus of Bridgewater, Millennium Mercedes-Benz/VW, Somerset Nissan, Kemper Pontiac/Cadillac/Buick and Bridgewater Volvo.
Nationwide, auto dealerships are offering major incentives — such as low financing and thousands in rebates — to lure customers during the economic downturn, according to The National Automotive Dealers Association. While sales of small cars are up 7.1 percent from January 2008 to the end of April, sport-utility vehicle sales plunged 28.4 percent and pickup truck sales sunk 17.3 percent during that same span.
News ways of doing business
Auto dealerships around the country are changing the way they advertise, according to The National Automotive Dealers Association. For example, in the past decade dealerships nationwide have dropped newspaper advertising by 10 percent. The typical dealership spent 16.5 percent of its advertising budget online, that's up from 11.5 percent in 2006, according to the association's report.
With the price of oil nearing $140 a barrel, Vince, who said he still sells 200 vehicles a month at Bridgewater Acura, was looking to save costs and increase sales. He figured other dealerships would want to do the same.
Vince, who has been a principal owner in 19 dealerships during his lifetime, said advertising together also is an efficient way of doing business. He spends $60,000 a month in advertising and will continue to do so, he said. He hopes this campaign will bring in more bang for his bucks.
"Instead of each (dealership) spending $6,000 to $8,000 (individually), we can spend $4,000 to $5,000 for one promotion that's a heck of a lot more effective," Vince said.
Howard Turbowitz, Bridgewater Township's economic-development officer, said the auto dealerships are an important piece of the retail diversity along Route 22. The township is currently studying the retail along Route 22 and Route 202/206 to see what, if any, zoning changes are needed to improve the balance of business along the major roadways.
Contact Kara L. Richardson at: (908)707-3186 or klrichard@gannett.com.
Link
June 9, 2008
Slowdown shifts car dealers' tactics
By KARA L. RICHARDSON
STAFF WRITER
Ten auto dealerships along Route 22 in Bridgewater and Somerville are hoping to get better mileage from their advertising budgets by promoting the area as a vehicle-shopping destination.
At least 3,000 vehicles are for sale in the two-mile stretch between Interstate 287 and Routes 202/206. In a time of declining auto sales and rising fuel costs, William Vince, owner of Bridgewater Acura, thought his dealership and the ones around him would have more success as a group — an "Auto Dealers Row."
Vince contacted each dealership from Somerset Nissan to Lexus of Bridgewater and convinced them to pitch in for a print, television and radio advertising campaign.
"The ultimate goal is to let (customers) start thinking of this area when it's time to buy a car," Vince said. The dealerships will celebrate their partnership Thursday through Saturday with a block party.
Each dealership will have food, drinks and, of course, specials on in-stock new and pre-owned vehicles, said Steven Pell, president of Timely Advertising, the company that created the auto dealerships' campaign.
Pell said the dealerships along the Route 22 strip don't compete against each other. They compete against dealerships selling the same brands of vehicles elsewhere. He called the Route 22 dealerships' relationship "pragmatic."
"When someone goes out to buy a car they pretty much know what kind of car they're going to buy," Pell said. In fact, along Route 22, "If someone comes to the Volvo dealership and they really want a Nissan, the fellow at the Volvo dealership will give them a name of someone to contact at (Somerset) Nissan."
Pell said the important thing is to drive people to Route 22. The campaign, which has already begun, includes a cartoon map of Route 22 highlighting each auto brand's logo along the way from the Bridgewater Commons mall and just beyond Interstate 287.
"In this relatively small area — with Interstate 287 on one end and Route 202/206 on the other end — you've got 10 dealerships and 16 brands of automobiles," Pell said. "People can drive up and down a couple of miles of Route 22, and, in short order, they can view 16 different brands of automobiles. It's a very efficient way to do it."
The Route 22 dealers include: Bridgewater Acura, Royal Chevrolet, Fullerton Ford/Chrysler/Jeep/Dodge, Autosport Honda, Ray Catena Infiniti of Bridgewater, Lexus of Bridgewater, Millennium Mercedes-Benz/VW, Somerset Nissan, Kemper Pontiac/Cadillac/Buick and Bridgewater Volvo.
Nationwide, auto dealerships are offering major incentives — such as low financing and thousands in rebates — to lure customers during the economic downturn, according to The National Automotive Dealers Association. While sales of small cars are up 7.1 percent from January 2008 to the end of April, sport-utility vehicle sales plunged 28.4 percent and pickup truck sales sunk 17.3 percent during that same span.
News ways of doing business
Auto dealerships around the country are changing the way they advertise, according to The National Automotive Dealers Association. For example, in the past decade dealerships nationwide have dropped newspaper advertising by 10 percent. The typical dealership spent 16.5 percent of its advertising budget online, that's up from 11.5 percent in 2006, according to the association's report.
With the price of oil nearing $140 a barrel, Vince, who said he still sells 200 vehicles a month at Bridgewater Acura, was looking to save costs and increase sales. He figured other dealerships would want to do the same.
Vince, who has been a principal owner in 19 dealerships during his lifetime, said advertising together also is an efficient way of doing business. He spends $60,000 a month in advertising and will continue to do so, he said. He hopes this campaign will bring in more bang for his bucks.
"Instead of each (dealership) spending $6,000 to $8,000 (individually), we can spend $4,000 to $5,000 for one promotion that's a heck of a lot more effective," Vince said.
Howard Turbowitz, Bridgewater Township's economic-development officer, said the auto dealerships are an important piece of the retail diversity along Route 22. The township is currently studying the retail along Route 22 and Route 202/206 to see what, if any, zoning changes are needed to improve the balance of business along the major roadways.
Contact Kara L. Richardson at: (908)707-3186 or klrichard@gannett.com.
Link
06-09-2008, 02:14 PM
#2
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I think it's a good move. I got my cars near that strip. There are a ton of cars there. I just went from one to the next until I found a place with 2 cars. And there is a fair amount I was able to do with just saying "the other place has....."
06-09-2008, 02:25 PM
#3
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Thread Starter
Originally Posted by RaviNJCLs
I think it's a good move. I got my cars near that strip. There are a ton of cars there. I just went from one to the next until I found a place with 2 cars. And there is a fair amount I was able to do with just saying "the other place has....."
Between that area and the Rt. 202/31 dealers down in Flemington, you really don't have to travel far.
06-09-2008, 02:26 PM
#4
Senior Moderator
As my wife works in the area (Somerville) and I frequently shop at the Commons, I am always in that area. (I was on the Bridgewater Acura lot just yesterday checking out a TL-S, which I am kind of considering vs the G8 GT that currently tops my 'next car list'.)
That said, the pricing at AutoSport Honda and Somerset Nissan was terrible in comparison to where I ultimately made my Honda and Nissan purchases (Open Road and Acme, resepectively). So, Bill Vince and his Rt 22 Bridewater compatriots better pass some of the savings down to the customers.
Sidenote: Bill Vince Acura has some of the best preowned sport compacts for sale but the prices can be VERY discouraging.
That said, the pricing at AutoSport Honda and Somerset Nissan was terrible in comparison to where I ultimately made my Honda and Nissan purchases (Open Road and Acme, resepectively). So, Bill Vince and his Rt 22 Bridewater compatriots better pass some of the savings down to the customers.
Sidenote: Bill Vince Acura has some of the best preowned sport compacts for sale but the prices can be VERY discouraging.
06-09-2008, 02:58 PM
#5
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Thread Starter
Originally Posted by F23A4
As my wife works in the area (Somerville) and I frequently shop at the Commons, I am always in that area. (I was on the Bridgewater Acura lot just yesterday checking out a TL-S, which I am kind of considering vs the G8 GT that currently tops my 'next car list'.)
That said, the pricing at AutoSport Honda and Somerset Nissan was terrible in comparison to where I ultimately made my Honda and Nissan purchases (Open Road and Acme, resepectively). So, Bill Vince and his Rt 22 Bridewater compatriots better pass some of the savings down to the customers.
Sidenote: Bill Vince Acura has some of the best preowned sport compacts for sale but the prices can be VERY discouraging.
That said, the pricing at AutoSport Honda and Somerset Nissan was terrible in comparison to where I ultimately made my Honda and Nissan purchases (Open Road and Acme, resepectively). So, Bill Vince and his Rt 22 Bridewater compatriots better pass some of the savings down to the customers.
Sidenote: Bill Vince Acura has some of the best preowned sport compacts for sale but the prices can be VERY discouraging.
06-09-2008, 03:40 PM
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Originally Posted by LuvMyTSX
I've only been to Bridgewater Acura and Bridgewater Volvo once. I didn't have a great experience at the Acura dealership so I haven't been back there. I live 10 minutes away so I wish it were better.
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06-09-2008, 03:51 PM
#8
Senior Moderator
We've got some places up here that have been doing it for years... The "Auto Mile" up on Route 44 is an example...
Makes sense from a marketing standpoint... Doesn't matter the make, just get the people up on the lots...
Makes sense from a marketing standpoint... Doesn't matter the make, just get the people up on the lots...
06-09-2008, 08:18 PM
#11
Senior Moderator
Originally Posted by LuvMyTSX
Precision Acura in Princeton.
06-09-2008, 10:08 PM
#12
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Not a new idea. We've had the "Bedford Auto Mile" here in the Cleveland area for decades.
06-09-2008, 10:33 PM
#13
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Originally Posted by F23A4
Word of mouth seems to indicate that Precision Acura (Lawrenceville) rates fairly high in customer satisfaction.
they hooked me up big time replacing my tranny when I was over the mileage and time.Justin in the parts department is a great guy.
06-10-2008, 04:44 AM
#14
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Originally Posted by NSXNEXT
they hooked me up big time replacing my tranny when I was over the mileage and time.Justin in the parts department is a great guy.
If I do get the TL-S, I will likely go through Precision.
06-10-2008, 07:55 AM
#15
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Thread Starter
Originally Posted by F23A4
Word of mouth seems to indicate that Precision Acura (Lawrenceville) rates fairly high in customer satisfaction.
I've been going there for 3 years now. I've always been treated great there, and get a loaner even though I didn't buy my car there.I believe Whiskers used to go there as well.
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202, acura, bill, bridewater, bridgewater, commercial, dealership, howard, rt, turbowitz, vince, volvo, wife
