Company and brand reputation key to success
Light pours in through the large windows of the showroom, bouncing off the chrome F-150 stamped on the side of a sparkling red pickup truck and onto a plaque hanging on the wall.
In black lettering, ‘2016 Ford Diamond Award’ is carved in bold, the plaque graciously accepted by D. Alex MacDonald Ltd. Ford for its outstanding achievement in sales and customer service.
Nick Heer, sales manager, said it’s a reminder of the Summerside dealership’s commitment to go above and beyond for customers, a promise made to the community more than 56 years ago.
“Our employees have been here for so long; the customers get to know us here. We’re a smaller dealership, we know the customers by name.” Locally owned and operated by the same family, the D. Alex MacDonald name is known throughout the Island for its reputation built on quality service.
Heer said customers appreciate the atmosphere and the personal touches making them feel like friends and family. “We have a reputation of treating everyone as a person and not just going through a script or sales process. We’ll cater to their needs.” Respect is key when it comes to finding the right vehicle, Gallant said.
“We have a low-pressure way of selling to them. We don’t put on the hard close. We let the salesman get to know the customers and find the right vehicle for them. If you treat people right they’ll keep coming back.”
D. Alex MacDonald’s reputation is strong in the community, just like the brand it carries.
“There’s a reason people stick with Fords; they’re so strong on their trucks. They’re so innovative with their product and keep it fresh. It keeps people coming back.”
Fresh products have Summerside’s Ford enthusiasts excited to see what’s next.
The Eco Sport is a brand-new compact SUV coming in 2018. A sporty design, Heer said it will be great for those who don’t need a larger SUV.
“I could see younger people driving it, or as a family’s second vehicle. It will be a great vehicle on mileage, and fun to drive.”
Old favorites will return to the showroom floor with the Ford Bronco coming out in the latter half of 2018, and the Ford Ranger returning in 2020. Trucks reign supreme on P.E.I. and the F-150 rules the road. Small changes will be made with engines and transmissions in 2018, including a 3-litre diesel. A mid-model refresh will bring a few changes to the front end, as well as transmissions switching from 6-speed to 10-speed.
Heer expects F-150s to continue dominating the market, and for good reason.
“Gas mileage is so important, pairing that with the aluminum bodies and the better engines. Their power increases and the mileage is getting better.”