A television advertisement by Lennock Motors in Phillip, ACT, so impressed me that I sought out its presenter.
We are all so used to seeing ads for cars and car dealerships that try to ram their message straight through the television screen by shouting at us, flashing big numbers and bright starbursts with loud upbeat music.
What was different about this ad was that CEO, Michael Cornock not only spoke to us in a friendly and intelligent manner, but it was what he said that attracted my interest.
Michael Cornock, CEO, Lennock Motors Canberra
I’m left with no doubt that Mr Cornock is a leader in the automotive retail field. The Lennock dealership, started by Michael’s father Len Cornock in 1959, is well known in the district and has become a beacon in the Canberra business community.
Few would disagree with me if I said that car dealers, have a reputation of being charlatans, and that you should always be on your guard because they are out to rip you off.
In the advertisement, Mr Cornock walked around his dealership talking to camera – the sort of thing we’ve seen a thousand times before – but he didn’t shout at us, he didn’t boast about great deals, end of model sales or any of the clichés we are conditioned to hearing. In fact, he didn’t even demand that we buy one of the brands he sells.
In principal, what he told us was that all car dealers in Canberra are good and that no matter what you decide to buy; if you buy from a local dealer you are helping the local community.
When I spoke with Mike further about this he said, “Canberra is the best place to own a car in Australia because of the quality of the dealers here. They are all well established and financially sound. There’s no fly by night operations here, they’re all pretty solid business, well backed and ethical.”
Why do car dealers have such a dreadful reputation?
When you think about it for a moment; car dealers are no different to any other retailer or service provider. They provide a very high quality product and, especially in the case of authorised dealers, they provide very a professional service that meets strict quality standards.
Lennock Motors have been Nissan dealers since 1967 (then Datsun) and they have been the leading Volkswagen dealership in Canberra since1981. They and also run dealerships for Jaguar, Land Rover and Skoda.
No doubt there are shonky car dealers out there, just like there are good lawyers and shonky ones, but the industry has seen tremendous changes in the last 20 years, and the automotive business has endured some of the most dramatic.
To become a VW technician, (what we used to refer to as a mechanic) requires a high degree of mathematical and computing skills, takes four years of study and requires a person with very good analytical and communication skills.
If you think being ‘a mechanic’ is a blue-collar job, think again. It is pretty much the same as any other IT job. The difference is that you sit in these computers, not in front of them, and when they crash the consequences can be far worse.
Mr Cornock’s exemplary demonstration of leadership is evident throughout the dealership, and well worth a look.
To find out more about Lennock Motors visit http://www.lennock.com.au/
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