Euro Motorcars has an inventory that includes some of the finest new and pre-owned vehicles in the world. Founded in 1976, Euro Motorcars is a leading U.S. dealer of Mercedes-Benz, and also represents Bentley and Rolls Royce.
In the highly competitive luxury auto service business, there is a constant drive to find new methods to market service offerings. Like many other automotive dealers, Euro’s service departments provide a courtesy TV viewing area in the customer lounge. Euro wanted to take advantage of that experience by surrounding the TV content with messaging specific to its service department.
Euro Motorcars realized that customers would value information on how to maintain that “new car” feeling. This represented an opportunity to discuss products and services that the dealership offers and give customers information in a creative and pleasing manner. Euro Motorcars wanted to leverage the highly effective infotainment concept often used in locations where audiences are captive and have to pass time. By integrating upsell product and service messages with other content, the audience is informed and entertained at the same time.
In addition, Euro Motorcars was looking for a solution that would enable frequent and easy changes to its messaging, as well as a way to offer this information without hiring a large communications group to handle this new opportunity. So the automotive company turned to Hughes for an integrated digital signage solution that would enable the combination of TV content with dealer-specific information.
Hughes answered the call with the Hughes MediaSignage solution—a digital signage system that provides Euro Motorcars with a solution that enhances the customer experience within the dealership, offers a targeted messaging tool, and can be easily managed by service managers.
Euro wanted to provide its service managers with the ability to update sidebar messaging using Microsoft® PowerPoint® and to produce a text-based crawler that provided more detailed information supporting the sidebar. Using the Hughes MediaAuthor plug-in for PowerPoint and the Hughes MediaManage service, Euro Motorcars is now able to deliver highly targeted messaging to its customers. The combination of live television content with dealership messaging created a successful communication method for Euro and a viable infotainment solution for customers.
“When we were first introduced to the Hughes solution, we were immediately impressed with their flexibility and willingness to do whatever it took to make us happy,” said Mr. Willard, service manager for Euro Motorcars. “They took the time to understand our goals and objectives and then helped us with a communication solution that met those needs and was also open to future growth and expansion.”
Backed by the new-generation Hughes digital information system, it’s safe to say that Euro Motorcars will continue its leadership in the luxury automobile market, providing its customers with a premier experience befitting the high quality of its vehicles.