CHAIRMAN’S MESSAGE The Value of the Franchise System NJ CAR’s Public Relations Campaign by A. ANDREW SHAPIRO, Chairman, NJ CAR Franchised dealerships have always strived to promote the many ways they work to protect, support, and build relationships with their customers. Elevating the image of our members is one of NJ CAR’s primary missions. However, as some manufacturers explore direct sales, they sow doubt in the minds of some consumers about the benefits of the franchise system. Our position is that the franchise model remains the most effective vehicle distribution system. It is critical that we promote the value our stores bring to hundreds of New Jersey communities. NJ CAR constantly highlights the many ways the franchise system benefits consumers: intra- and inter-brand price competition; easy access to warranty and recall repairs; serving as advocates for consumers; local accountability; and community support. We have the attention of our elected officials. Now, we need to educate consumers about the value of the franchise system. CAMPAIGN MESSAGING & SCOPE OF STRATEGIC POINTS NJ CAR has once again teamed up with award-winning public relations firm Moxie Strategies on a broad multimedia campaign to highlight all the benefits dealers offer consumers. Moxie’s success in helping with last year’s campaign to pass the Motor Vehicle Open Recall & Fair Compensation Act made them a natural choice for this year’s proactive messaging. The mission of the campaign’s first phase is to demonstrate the franchise model as the system that is most affordable, consumer-friendly, and economically trustworthy. The second phase — expected to launch later this year — will showcase the problems direct sales poses for competition, pricing, access to service, and accountability at a local level. The breadth of this public relations campaign rests on four strategic pillars: 1. Clearly defining the benefits of the franchise system vs the pitfalls of the direct sales model 2. Validating the franchise model through credible, third-party endorsements 3. Emphasizing the negative consequences of direct sales at the local level 4. Using consumer-facing messaging to capture the attention of legislators 7 NEW JERSEY auto retailer
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