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Hyundai-Mazda sale Extended to Thursday

Published:Monday | March 30, 2015 | 3:00 AMDaviot Kelly
Renée Maitland (right), sales consultant at Key Motors, tells Jason and Julene Allen about the Hyundai Tucson.
The majestic Hyundai Genesis was a real head-turner at the Hyundai/Mazda clearance sale.
Lyn Shue
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Between Thursday March 26 and Saturday March 28, car buyers were treated to great deals at the Clearance Blast sale conducted by Executive Motors, dealers of Mazda, and Key Motors, dealers of Hyundai.

The two brands, though competitors, hosted the three-day event at Executive Motors' headquarters at Marescaux Road. Prices on models from 2012 to 2015 were substantially reduced. Potential buyers not only came to look and learn the specifics of the autos, but also to meet with various financial institutions providing comfortable payment options. Managing director of Executive Motors, Sandra Lyn Shue, said the event came together quickly.

 

evaluating the market

 

"We were actually evaluating the market and we were hoping that we would have seen the market get a little more vibrant since the start of this year," she said. "Recognising that it is sluggish, I took the decision only about two and half weeks ago." She said a number of factors were looked at when planning the sale, including the budget, potential increase in taxes, which would affect the buying public, as well as the carnival and Easter seasons and their related expenses.

"So, by the time people absorb those expenses at the end of the month, then we would be looking at going into summer; then you are looking at model year changes," she said. "So given that whole situation, and given also the actual imposition of the gas tax, I recognised that the direction that the market is taking is one that it could get softer. And the window of opportunity was narrowing."

For these reasons, the sale has now been extended to Holy Thursday. There were models for every buyer of any size, including the Hyundai i10 hatchback, the more spacious Mazda 3 and Mazda 6, and big luxury sedans like the Hyundai Genesis. But Lyn Shue noted that SUVs like the Mazda CX-5 and Hyundai Tucson also got plenty of attention.

 

SUV country

 

"Remember that Jamaica has become SUV country," she said, noting the trend was also global. "However, you do have people who are sedan people ... so we have had traffic through the range." Lyn Shue admitted that crossing the brands was a different concept, noting that even with dealerships which have the same brand on the same premises, it's not normal to market them collectively.

"I took the decision to marketing them collectively because it was not done before," she said. She noted the manufacturers also look at the local market and sometimes you can't stick to the 'hard and fast' rules. And taking that approach seemed to pay dividends. Lyn Shue said the feedback from staff at all levels of the organisation was positive.

"Personally, I am pleased, the principals of the companies are pleased. We also take into consideration that you have to measure also not only the traffic, but the seriousness of buyers," she said. "And that is why we have decided to extend the sale till this Thursday," Lyn Shue said.

daviot.kelly@gleanerjm.com