Proton completes a year in the market with the Safe and Sound scheme
|   Tuesday, September 04, 2012
Car makers Proton completed a year in the field this month and to celebrate the occasion they launched a new warranty scheme for this month. In spite of the economic downfall, the WMS group managed to expand its business close to 30 % and the milestones that the company has achieved in the process is phenomenal.

The used car industry has been tough recently and the dealers are fully aware of it. The footfall has been on a constant decline and hence to fight the situation, the dealers are looking forward to attract customers by various other means.
The warranty scheme is such a step taken by Proton to help sales.

The introduction of the award winning safe and sound scheme in 2011 was aimed at changing the face of the used car segment and this network has been growing since. People are interested in purchasing used cars but are skeptical about their conditions. Safe and sound was aimed at removing such questions from the mind of the customers so that they could take a decision without pressure.

The decision to introduce the warranty scheme was based on a research which showed the customers' mood while purchasing a used vehicle and hence WMS came up with this innovative prospect.

The prospective buyers usually turn away if they sense a low level of security on what they are purchasing and this was the main reason for the low used car sales. However, once the warranty scheme was unveiled, potential customers could trust the cars as they were assured of instant replacement in case of any problems.

The used car market is actually undergoing a war to attract customers and this is actually good news for the buyers as they have a lot of choice to choose from. The profit margin of the dealers is hence on a decrease and the WMS Group has managed to hit a bull's eye with this new scheme.

The safe and sound scheme included a six month warranty on all mechanical and electrical parts of the vehicle with a comprehensive vehicle recovery module, mileage verification, provenance check, exclusive dealer buy back guarantee and independent valuation.

After the sorting out of the terms, the WMS Group searched for a suitable brand ambassador to endorse the product and they looked for somebody who represents trust and honesty. The basic choice was Sir Sterling Moss, the greatest race car driver ever and he accepted to the proposal.

Sir Moss was happy to lend his name to a product and he was satisfied by the cause which was put forward to him. This was an innovative choice and Proton is riding the success waves for the last one year.

These are the tough situations where extensive marketing is the only way to save your skin. It is only by innovation that one can survive these tough competitions and the key to success is to go beyond the customer's need and provide extra features that are sure to be beneficial. The warranty scheme is one such example.
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