F&I Management & Training

• By 31 March, 372,401 new cars had been registered through the scrappage scheme.

• Scrappage accounted for 12.2% of all new car registrations in March.

• Average CO2 emissions of a car bought through the scheme were 132.9g/km, 27.1% below a scrapped car figure and 9.6% below the overall new car market average.

Commenting on the data, SMMT chief executive Paul Everitt said, "Final scrappage orders had to be placed by the end of March and already almost 380,000 vehicles have been registered, out of the 400,000 available. The scheme has provided a hugely important stimulus to the market and leaves industry in far better health than we saw in pre-scrappage 2009. Consumers will also benefit from the improved fuel efficiency, the latest safety features and cleaner tailpipe emissions available from the new vehicles purchased through the scheme."

The Scrappage Incentive Scheme (SIS) accounted for just 12.2% of all new car registrations in March, a reduction of around 8% on the average monthly level, due to the scheme coming to an end in March. Since May 2009 the scheme has accounted for 18.7% of total new car sales. For LCVs the figures are 3.2% and 3.7% respectively.

Geely Automobile Holdings, the listed arm of China's biggest private carmaker, has reported a 52% rise in profits and issued an upbeat outlook.

It said full-year net profit increased to 1.32bn yuan ($193m; £125m) in 2009, with car sales up 60% to 326,710.

The carmaker anticipates sales growth of 22% this year, helped by incentives from China's government.

Its results come days after its parent company signed a deal to buy Volvo from US car giant Ford for $1.8bn.

Geely Auto achieved record sales of 326,700 in 2009 - 60% higher than a year earlier. But it is still a small player in its home country, having 4% of passenger car sales in China.

The group said it had undergone a three-year "strategic transformation" and said it would introduce "a large number of new models" this year and open two new factories.

"2010 should be a very fruitful year for the group provided that demand for sedans [passenger cars] in China would remain strong during the period," the company said.

China is a rare bright spot in the automotive world, having overtaken the US as the world's biggest market in 2009.

Car sales in China rose to 7.47 million last year, up by almost 50% on 2008, assisted by stimulus measures by its government, which included significant cuts in sales tax for small cars.

Fewer than one in 10 dealer websites currently use any form of video to promote their businesses.

According to a new study by Kent-based GForces only 14 out of the 200 dealership websites it surveyed – or just 7% – contained any video content.

Tim Smith, GForces commercial director, said dealers were missing out on a highly effective marketing tool.

He said: “If a picture paints a thousand words, then a video is even more impactful.

“It’s far more attractive from a customer’s point of view to watch a short clip than it is to wade through text, or even wait for multiple images to download. Videos help make a website 'sticky' – retaining visitors’ interest for as long as possible so the dealer can communicate crucial details about their business and available stock.”

By featuring videos on their site, dealers can also now support their search engine optimisation (SEO) activities.

“Since purchasing YouTube in 2006, Google has started to integrate more and more videos into its search results, so having one on your site improves your Google ranking and the visibility of your business online.”

According to internet search monitor firm Hitwise, UK traffic to online video websites increased by nearly 180% between 2007 and 2008.

Smith said: “It’s clear the popularity of video as an online medium is growing very rapidly.

“Some of the dealers with more sophisticated marketing strategies are already using video to reinforce a competitive advantage online.”

However, Smith warned that, done incorrectly, a video can potentially do more harm than good. “If a clip goes on too long or feels fake, then it is likely to taint the impression viewers get of a dealer’s business.

“They should only put something up there if it’s going to be of real value or deliver a truthful insight to a potential customer. Look at the Confused.com style – granular home movies shot by actual clients – that’s the sort of human interest everyone wants to watch.”

Smith suggests topics of interest include new and used stock updates, new-car promotional clips (sometimes sourced direct from the manufacturer), special offers, company history and highlights of any charitable or sporting activities. Video testimonials, too, will provide prospects with valuable reassurance, clearly demonstrating how well existing customers are treated.

Smith added: “Sticking a video onto your website won’t turn a floundering business into a booming concern.

“However, every little advantage you can eek out over the competition helps, and the right clip might provide just that.”

GForces’ top tips for web videos:

• Location – Make sure that video content is easy to find within, or accessible from, relevant parts of your website.
• Content – Ensure that potential customers will be interested in what you’re saying. If unsure, gather opinions from customers that visit your showroom.
• Look – Videos don’t have to look like they are shot in Hollywood – integrity and plausible content is the most important element.
• Technology – employ the right kind of streaming technology, to make it easier and quicker for consumer to download content. A good web management firm will provide sensible advice on the latest solutions.
• Duration – Keep it short and sweet. Stick to a maximum of three minutes.