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Quick route to flogging Fords
Page 70
Page 71
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It's fitting that the biggest trading estate in Europe houses one of Ford's biggest used CV centres in the
UK. Kevin Swallow dropped in on Bramall Quicks. malt Trafford Park doesn't look much from the M60 when it's drizzling and the cloud cover's low but once you're on it the site seems never ending.
Braman Quicks base stands over huge underground air-raid shelters —when the used operation moved across the site to the corner next to the A5081 supports were needed to strengthen the ground even for the lightweight porter cabin where used team leader Mark Hyland and his team are housed. -If you think about it too much it gets to you," he says. Maybe it's a good thing that non-stop calls on his mobile and the stream of used vans coming and going means he doesn't have time to ponder at emptiness just below his feet.
Hyland's working life has been dominated by the CV trade; he started as a YTS parts man at Iveco Ford dealership Harper Gordon Trucks in Bolton which is no longer running. After 12 months at a car dealership he joined British Car Auctions as light CV manager at Belle Vue, Manchester where he spent four years before joining Bramall Quicks in 1995.
He was promoted to management in 2001,just as the dealership went through a period of change.As an established Iveco Ford dealer it handled Italian and British built products before CD Bramall shifted the Iveco part across the trading estate leaving Hyland with Ford. More emphasis has been put on the used market since 2003, creating 40% extra business; Hyland currently sells up to 80 second-hand vans a month.
There are generally about 120 vehicles on site, sourced from Ford Motor Company's used van outlet Ford Direct, auction houses, fleet operators and the rental fleets.Transits account for 75% of all used sales. Curtainsiders command a high premium although numbers are low and Luton-bodied examples with tail-lifts also perform. Panel vans, of course, are the firm's bread and butter.
Creature comforts -There's a big lean towards bigger engines, and a big lead on creature comforts," says Hyland. "There isn't a big difference on residuals but it might make the difference between selling and not selling."
The emphasis is on quality over quantity, with Ford Direct providing good quality late-year products to supplement the other sources Hyland reckons selling Ford products is no problem: "Ford sells itself. It's a simplistic operation; we simply make sure we have vehicles to sale. You can't sell empty spaces.
The Transits are ably supported by a rising Connect portfolio which now accounts for some 15% of sales the rest are nonfranchise vehicles.
The Connect, now three years old, earned strong residuals from the outset which, combined with attractive deals on new products, meant buyers were inclined to buy new.
With plenty of repeat business, and 95% of its vehicles sold locally, Hyland is building a reputation in the North-West as a specialist vehicle seller,with mini-buses at the head of the pack.
There are, of course other Ford sites in the region Trafford Park itself is home to competition from two independents and other manufacturers but Hyland cites Mercedes as Ford's closest challenger.
Auctions provide competition for vans below about £7,500, but further up the price range Braman Quicks wins out. Vehicles that cross the threshold of the Trafford Park site tend to be no more than four years old with older part exchange models taken on merit.
This site is one of Ford's few dedicated used franchises; there are 110 used dealers listed on the Ford Direct website, which offloads around 1,500 late-year vehicles a year.
It's to Bramall Quick's credit that since January it has already handled 115 vehicles through this route; it's on course to account for 15% of the available Ford Direct stock through Ford Direct.
These vehicles make up 30% of the stock on Hyland's forecourt.It's a busy place. When we left Mosley Road the rain was still falling.., and the phone was still ringing.
On the forecourt We noticed two typical vehicles sourced from Ford Direct.The T350 medium-wheelbase highroof 135hp model is the construction specification, with a second row of seats fitted to house five passengers and a loading area at the back.The spec of AGO4 MMX is fast becoming popular. It was registered July 2004, has covered only 2,500km and is priced £15,450 (all prices ex-VAT).
The T350 Jumbo is a strong performer on the used market. AJ54 ONR was registered in October 2044 and has 3,000km on the dial; it is also fitted with a 135hp engine.Yours for £15,850.
All vehicles leave the forecourt with a minimum six-month insurance-backed warranty. • CONTACT
Phone: 0161 872 7711
E-mail: mark.hyland@cdbramall.com Website: www.ford-usedvans.co.uk