So..... Marketing to customers with open recalls....

Linda Loepker
Is this allowed? I have been told since I arrived here that we are not allowed to market to people with open recalls. I have never questioned it - it's been a firm rule here. Now questioning the "rule" after a conversation with Master Recalls, who were a bit snippy with me: The reason why we ware in business Linda is because we find 4 to 5 X more open recalls in your area than the factory provides. You should know by now how POORLY the manufacturers do in providing accurate data to dealers for recalls. And you would also be the only hevrolet dealer i have ever spoken with who told me that you are NOT allowed to market to customers with open recalls. We work directly with NHTSA on this program. So, i dont know where you are getting your information from but it is VERY innaccurate. Let me know if I can be of further assistance or speak to someone else at your store. So.... Is this perhaps an Illinois law? Dealers are not well liked by our Attorney General. I'll venture on over to their site.... Would appreciate any feedback - thank you!!
Shawn Ryder
IF you can't market to them... can you do a walk around on their vehicle when they arrive and look for anything obvious? Then do an inspection and make recommendations?
Robert Karbaum
Maybe it's a public image thing. If dealers are advertising recalls, it adds to the public awareness of recalls? Maybe they want it treated like a secret. Like you are selling drugs. "Psst... You. Yeah you. Do you want some free warranty work. No charge, just meet me around the corner in 5 minutes...."
Linda Loepker
LOL Robert - too funny. But, I guess it could be. I was told GM said not to. I kind of view it as a customer service thing - let's get that taken care of for you as soon as possible. Put them in a comparable demo vehicle for a bit. Sigh. Won't happen here.
Robert Karbaum
You can still accomplish your goals, just via a different route. If you have a really great recall process in your store, then simply attracting conquest customers will increase your recall warranty work. You can advertise concepts like "Peace of Mind Driving", "100% Serviced", "Fixed right, drive safe", or anything related to safety that would be on the minds of customers with pending recall fixes. Do some keyword analysis on customers searching for recalls in your area, and target everything but the word "recall"
Shawn Ryder
Check out this blog posting that I just saw this morning: http://www.shakerautoblog.com/ford-recalls-one/ It may give you some ideas!

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