In the two years since Brunswick Dealer Advantage was first introduced in the U.S., the number of available programs has virtually doubled. Brunswick dealers participating in Dealer Advantage also have saved a total of more than $5 million since its inception, and similar campaigns have been introduced to Brunswick Billiards dealers, Life Fitness dealers, and Brunswick marine dealers in Canada.
“Supporting our dealers and protecting the overall health of the distribution network has always been a fundamental principle at Brunswick, and Brunswick Dealer Advantage is an important element of this strategy,” explained Brunswick Chairman and Chief Executive Officer Dustan E. McCoy. “We work with dealers on every level to help them succeed and distinguish themselves, which anyone can tell you is no easy task in today’s difficult marketplace.
“Our wide-reaching efforts, in concert with our dealers, are targeted toward protecting and advancing their businesses,” he continued. “Beyond Dealer Advantage, these efforts include such items as floor-plan financing, same- or next-day availability of parts and accessories, dealer certification and a number of other measures to help dealers be more efficient, effective and profitable. Brunswick Dealer Advantage augments and enhances this multifaceted approach to supporting our dealers.
“Dealer Advantage eclipses anything being offered in the industry today. With a proven track record entering its third year, Brunswick Dealer Advantage has provided opportunities to create real, incremental profit for our dealer partners, while ensuring that we differentiate the consumer’s experience with Brunswick-branded products,” McCoy concluded.
Building long-term value
Originally touted as “a bold initiative designed to help Brunswick marine dealers build long-term value in their businesses,” the Brunswick Dealer Advantage of today is a menu of 28 benefit and service programs targeting three specific areas: enhancing the retail customer buying experience; attracting and retaining employees; and reducing costs through operational excellence. Dealers eligible to participate in Brunswick Dealer Advantage include marine dealerships that are in good standing and carry Brunswick boats, Mercury engines, Brunswick parts and accessories, and Mercury service-only dealers. There is no cost to participate in Brunswick Dealer Advantage, and dealers may opt to participate in all or some of the benefits depending on their unique business needs.
“One of the greatest things about Brunswick Dealer Advantage is that you get to pick and choose which programs work best for your business. And several of the programs are with companies we already use, but now we get to save money by using them,” said Jeff Miller, Millers Boating Center, in Ocala, Fla.
Although Brunswick management is quick to point out that Dealer Advantage’s primary emphasis is on building long-term dealership value with cost reductions as a secondary goal, the average participating dealer is saving thousands of dollars annually.
“Cost savings are definitely easier to quantify and – given the current economy – they have certainly taken on greater significance,” said Janel King, manager of Brunswick Dealer Advantage. “However, programs like Web site development, lead generation, on-site retail financing, extended service plans, and employee benefits like healthcare really have the most potential impact on the dealership’s long-term success.”
Popular with dealers
As Brunswick Dealer Advantage celebrates its second anniversary, more than half of Brunswick’s 4,200 marine dealer locations in the United States are participating in one or more of the programs.
“Brunswick Dealer Advantage is a great way for our dealership to save money, use some great services, and get more customers to our dealership,” said Luke Payne, Pros Choice Marine, Warsaw, Mo. “We have been using Brunswick Dealer Advantage for the last nine months, and we are currently enrolled in seven programs.”
As the stepdaughter of the sales and operations manager of Monadnock Marine, in Rindge, N.H., Erin Granger was eligible to apply for and to receive a $2,000 college scholarship in 2008. She said, “This definitely sends a good message that Brunswick cares ? not only about the dealers, but also for the dealers’ families.”
Dealers can learn more about Brunswick Dealer Advantage by calling 1-877 GO-ADVTG (462-3884).
About Brunswick
Headquartered in Lake Forest, Ill., Brunswick Corporation endeavors to instill “Genuine Ingenuity”(TM) in all its leading consumer brands, including Mercury and Mariner outboard engines; Mercury MerCruiser sterndrives and inboard engines; MotorGuide trolling motors; Teignbridge propellers; Arvor, Bayliner, Bermuda, Boston Whaler, Cabo Yachts, Crestliner, Cypress Cay, Harris, Hatteras, Kayot, Lowe, Lund, Maxum, Meridian, Ornvik, Princecraft, Quicksilver, Rayglass, Sea Ray, Sealine, Triton, Trophy, Uttern and Valiant boats; Attwood marine parts and accessories; Land ‘N’ Sea, Kellogg Marine, Diversified Marine and Benrock parts and accessories distributors; IDS dealer management systems; Life Fitness and Hammer Strength fitness equipment; Brunswick bowling centers, equipment and consumer products; Brunswick billiards tables; and Dynamo, Tornado and Valley pool tables, Air Hockey and foosball tables.By: Daniel Kubera
