McGeorge Toyota is the undisputed king of great service. They’ve won Toyota’s prestigious President’s Award for customer satisfaction 25 years in a row—one of only 4 dealerships out of 1,800 in the country to do so.
THE CHALLENGE
McGeorge, like all Toyota dealerships, lives in a locked-down and hyper-competitive car market that is designed to make sure consumers get the exact same product no matter which dealership they get it from. So how do you stand out when you sell the same product as everyone else?
THE SOLUTION
Shift the focus from the product itself to our reputation of customer satisfaction. We first built a campaign that said something no car dealership had ever said before. We told the world we didn’t sell cars. We’ve continued the campaign with ongoing messaging speaking to trust.
