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Buyers turn out at Wealth Auto Show

Published:Sunday | July 10, 2016 | 7:00 AM
Denyque, ATL brand ambassador, with a new VW Tiguan at last weekend's Wealth Auto Show in Montego Bay, St James.
The driving simulator was a big attraction.
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A number of Jamaica's new car dealers were out in full force for the 2016 Wealth Auto Show last weekend in Montego Bay, St James. But, more importantly, so were the buyers, said show organiser Garth Walker of Creative Media and Events Ltd.

Montego Bay maintained its reputation for producing sales for the show, with brisk business being reported by car dealers as well as title sponsors Jamaica National Building Society (JNBS) and JN General Insurance Company (JNGI). This follows the precedent set in 2014 when the Wealth Auto Show was first held in the north coast city and generated greater sales than the 2011 show in Kingston.

"An auto show in Montego Bay will generally not get the same number of visitors as one in Kingston," Walker said. "Our experience however, is that the people who come here are buyers and many want car loans and insurance."

Walker said consideration is being given for future Wealth Auto Shows in Montego Bay to be promoted as buyer shows. He declared that "the number of visitors to a show doesn't sell cars; it is the quality of the numbers that counts."

Those visitors included Damion Barnett, who drove from Kingston primarily to secure the special five per cent rate JNBS was offering on auto loans during the show. Barnett said "I saw the ad on Smile Jamaica and decided to come and assess the offer. It is a game changer."

Chris Hind, general manager of JNGI, was among those appreciating the value of such committed customers. He said "as insurer of choice for the show, along with JNBS as its prime lender, we have picked up solid leads and everyone expects good sales."

"We were able to explore our product options with a very businesslike set of attendees," Hind said. He pointed out that the island's improved highway network made it easier to draw persons from across the island and not only the western region. "In addition, the attractive mix of vehicles on display made this is a great opportunity for us to get our brand more exposure," Hind added.

Participating new car dealers included ATL Automotive Group, Fidelity Motors, Stewart's Auto Sales Limited and Toyota Jamaica, with used car dealer Carland offering a treat with their Ferrari and Bentley displays.

David Crawford, marketing officer at Fidelity Motors, said "this is mainly about getting prospects and exposure for our brand on this side of the country. And, it has been a positive experience."

"Once the sales representatives are happy, we are happy."