Interest the Driver
Page 32
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MANUFACTURERSare becoming increasingly conscious of the importance of enlisting the sympathy of drivers. In doing so they hope that drivers will influence their employers to buy vehicles in which the men have become interested. The growing popularity of the drivers' clubs promoted by several makers is evidence of the success of this particular aspect of sales promotion.
The maker is, however, by no means the only beneficiary. The driver, of course, gains certain advantages in the way of accident, insurance and social contact, but the operator also benefits by the enthusiasm engendered among employees for their vehicles and occupation. Membership of such clubs is strongly to be encouraged.
There is, however, still a marked difference between the attitude of various manufacturers towards drivers. At an enlightened factory, a driver who comes to collect a vehicle is treated as an honoured guest. He is shown around the plant and production processes are explained to him. Operators who buy vehicles from makers who have this outlook testify to the enthusiasm that it creates and to the subsequent care that drivers devote to their charges.
By contrast, at some factories a driver will be left to wait until his vehicle is delivered at the gate and he goes away with a feeling of inferiority. He would he less than human if he were not influenced in favour of a maker who had shown hospitality to his colleagues.
• The driver is a link between the maker and the operator. His goodwill is important to both of them. The care with which he treats his vehicle can be greatly encouraged by imaginative action on the part of the manufacturer, to the advantage of all concerned.