New Wave News


May 1991 New Wave International                                   Vol. X, No. V


+Peagler Auto Emporium Wins Dealer of the Year

"Winning dealer of the year was a team effort," says David Peagler, owner of Peagler Auto Emporium in Atlanta.  The dealership won the outstanding dealer of the year after achieving number one ratings in sales and customer satisfaction.

"Our sales staff does a tremendous job of listening to the customers, and then our administrative and financial staff follow up each sale, making sure that our customers understand each step of the car-buying process," says Peagler.  This is the first year that Peagler Auto Emporium has won top honors, although they have been in the top five for the last several years.  Last year the dealership was shy only two votes for the top "Last year was tough for all of us.  We really thought we had it," says Peagler.

Located in booming North Fulton county, the Peagler Auto Emporium has an upscale clientele that can be difficult to impress, says Peagler.  "Many of our customers consider buying expensive imported models, but they are so impressed with Sartra's feature that we don't really have to sell them.  The car does that," says Peagler.

His secret for a successful dealership?  "The customer is always right - even when they're wrong." laughs Peagler.  "No matter how outrageous a demand or how incredible the complaint, we always make our customers happy."  What - even if Peagler loses money?  "No way.  We are still a business.  We need to make a living, but we want to give our clients the most for their money at the same time."

The award for the dealer of the year is an all-expense paid trip to Hawaii.  Who will be taking it?  "That's up to the team." says Peagler.  I'm letting them decide who the outstanding team member was, and that person gets the trip."

When last seen.  Peagler and the rest of the Auto Emporium were seen tooling around in a Sartra sporting the sign "Oath or Bust!"

If you think your dealership is outstanding, you can enter next year's contest.  You can pick up an entry form at this year's.


+Sartra 320X Top Seller of First Quarter

New Wave's newest edition to its family, the Sartra 320X, had the highest sales of any model in the first quarter of this year.  "The Sartra 320X appeals to everyone."  says New Wave president Michael Lee.  "Our clients are the new car buyer who wants a sporty ride, the family who wants a car with room and power, and the senior citizen who may never have purchased a sports car before."

The Sartra earned Autotrend magazine's car of the year award this year.  Autotrend cited the Sartra's aerodynamic styling and ergo and comfortable interior at its outstanding features.

According to Lee, New Wave expects the Sartra to gain popularity each year.  "Many customers see the Sartra on the highway and are sold by its sleek look and performance.  Of course they are usually looking at the back of car." joked Lee.


+New Wave Introduces New Ad Campaign for the Apache 4WD

Due to the rising popularity of four-wheel drive vehicles.  New Wave is increasing its advertising of its own 4WD model - the Apache 4WD.  "As baby-boomers start their families, they will continue to look for a good-looking family-orientated alternative to the stadia wagon." says advertising director Sally Siceo.  "We want to let people know about our superior product."

Any predictions or names yet?  "We don't want to release any name until the campaign starts.  The more suspect we can build, the more interested our clients will be.  Until then, we are all under a code of silence" grind Siceo.