STAY FOCUSED

I’VE JUST RECEIVED July’s Wheels and noticed that I have just been awarded my second year free subscription to Wheels. I appreciate the recognition and the freebie after many decades of paying my own way. I started out working on my own car, went on to racing on- and off-road in WA, was MD of a Toyota dealership, GM of Chrysler Jeep Australia, MD of Hyundai Australia and have been a car industry watcher all my life (72 years). I left corporate life in 2001 to become a Mr. Mum and experience my young family first hand rather than second hand. As you have no doubt observed I am looking to use my love of the car industry, a little like Robbo (huge respect) to have some minor influence on its direction. When I selected Jeep dealers in the ’90s, I would go straight past the showroom and talk to the Service Manager. That’s where you would find the value they put on their customer base and how they would treat future Chrysler Jeep owners. I have to laugh at the current corporate strategy that FCA has employed to try and win back customers. You will have picked up from my “lemon” letter that some of the industry has lost their way when it comes to understanding the worth of their customer base. I believe there is a place in your mag to assist the industry to refocus some of their energy on understanding the true value of their customers. Also to help potential purchasers to see the total picture of the companies and product they are getting into bed with. I would be pleased to assist if you believe there is a place for end user opinions in your automotive bible. Doug Croker, email

In certain instances, the focus on customer satisfaction has become subservient to managing the power and reach of the brand. That needs to change and the only way it will is with strong, independent voices in motoring media – Ed