Raising the game
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It’s common practice in the car and van markets, now MAN TopUsed and ProTruck Auctions have joined forces to deliver branded sales to the used truck sector
Words: Kevin Swallow
Branded sales have long been a feature in the car and van markets. With thousands of de-leeted cars and vans going through auctions each year, manufacturers, rental companies, inance houses and leasing companies employ the uniquely branded sale to raise the proile of their stock to the masses.
Exclusivity, guaranteed vehicle conditions and standards, as well as reputation, all help to raise awareness and, hopefully, the selling price. Now the tactic is being employed in the used truck market.
While this market might lack the volumes of the car and van sectors, it is more than made up for by the level of investment required to buy a truck.
Charlie Wright, MD of ProTruck Auctions, has introduced two branded sales: one exclusive partnership with MAN to sell vehicles from its TopUsed division (see sidebar) and a second as a preferred supplier for Barclays Asset Finance. With MAN TopUsed, Wright has struck a 12-month deal. “We are selling the trucks, but we are also selling the conidence in it being an MAN TopUsed vehicle.
“We guarantee the documents for the vehicle, we decide early on to declare any known faults and any work done on repair and maintenance packages, and have somebody on the rostrum to make decisions on the day,” he says.
Wright works closely with MAN UK trade manager Andy Holliday, who provides details on trucks entered for the sale so that ProTruck can get on with the marketing process in the weeks leading up to the auction.
The sales attract a broad mix of buyers from trade to retail, and end users to exporters. “We do sell for other truck manufacturers, but no one has taken it by the horns like MAN has – it views auctions as a positive,” he says. And it has rubbed off to other parts of the industry, with Barclays Asset Finance following a similar tack.
“We sell the Barclays brand to people as well, it is good vehicles coming off end-of-lease and early terminations,” he says. “At the inaugural Barclays sale, we sold every single piece.” Wright says both sales with MAN and Barclays have led to further enquiries from corporate customers. “In this job, it’s looking after people,” he adds. “It’s not just the idea of delivering the service: we are trying to focus on looking after customers and doing what you say you’re going to do.” Initially, buyers were a bit sceptical, he says, but the fact is people will travel to buy the vehicles because they know they are able to buy them on the day. “It’s a good add-on to the business, something that is different from the normal, it creates a bit of a buzz. There have been more and different faces coming to auction, both trade and end users.
“It helps lift the proile of the whole auction, they have come for the branded sales, and if something catches their
eye, they tend to bid on that as well,” he says. ■