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Auto Dealership Tips: How they’re attracting the Millennials

by Approved Garages | 12 Jul 2016

Industries everywhere are upping their game to attract a new type of customer: The millennial!

These customers, also known as the Generation Y are the generation born between the early 80’s to the early 2000’s.

These customers are attracted by experiential customer service and transactions.  We take a look at what the big players in the auto dealership game are doing around the world and how you can attract these customers using some similar methods:

  1. Lexus store in Tokyo

Lexus wanted customers to experience the brand without getting behind a steering wheel. So they developed a retail space, where guests could experience the brand by experiencing the brand personality – right from the design, artwork, culture, film, music and more. They also serve a world renowned coffee at their very own Lexus Café.


What an independent garage can do:

  • Create a unique brand for your business by giving it a personality
  • Play music that resonates with the image of your brand for your customers in the waiting area
  • Display some artwork in the reception area or try placing photographs, plants or other items that brighten up the space


  1. Island Lincoln in Florida

This auto dealership allows customers to enrol into a ‘club membership’. The members are entitled to benefits such as gourmet coffee from their very own coffee shop called ‘Carbucks’ (Are you also picking up that artistic coffee is trendy with dealerships?), access to their full ‘Work Out Room’, a play area for children as well access to their games arcade. As if that isn’t enough, the dealership has an 1890’s style barbershop and hairstylist on site.

What an independent garage can do:

  • You needn’t rush off to hire a barber or hairstylist. Instead, opt for subtler ways to attract the millennial customer
  • Buy a coffee machine to serve your customers some posh coffee
  • If you have space then create a play area with some toys. Keep your magazines up to date and you could even buy a television to put in the waiting area
  • For quirkier upgrades in your waiting room, you could get a massage chair for the customer to use whilst they wait.


  1. Aston Martin Los Angeles

The Club Aston in Los Angeles is the ultimate breath-taking experience for any Bond-loving consumer. Aston Martin have created a James Bong adventure within their dealership. Entry to this upscale place requires a pre-booked appointment and a thumbprint identification opens a vault like door. The customer is to go onwards from there to a stark circular chamber with James Bond music playing softly in the background. The salespeople then approach the customer with a classic Bond beverage: martinis (Shaken, not stirred, of course!). The interior boasts a mirrored ceiling, steel panelling and huge doors to protect your new Aston Martin from evil-doers. We really can’t make this stuff up!

What an independent garage can do:

  • From this we learn that with many millennial customers, it’s all about having a unique experience – something that sets you apart and something they can tweet about to their friends later.
  • That is why it’s especially important to create an atmosphere worth experiencing.
  • It’s not necessary to think of this on a grand scale – you can simply host an event night for ladies’ car maintenance, or a 007 themed evening for your regular customers.
  • Allow digital parity – make sure you have a Facebook and twitter page to publicise any events you decide to host.

EVEN MORE Dealership TIPS for your garage:

  • Allow flexibility in timing by working around the customer’s day
  • Impeccable presentation in all customer exposed areas is vital.
  • Invest in a coffee machine and some fresh coffee beans.
  • If a customer drops off their car before work, offer a breakfast bag – or if they are picking up their car at 7pm after work, wouldn’t it be nice to leave a snack and drink on the passenger seat?
  • If your customer brings a small child, then why not offer a colouring book and a pack of crayons? You can even just simply give them a balloon or a sticker. It will make speaking to the adult far easier and make them feel comfortable.
  • It pays to be tech-savvy in this digital age and sign up to Facebook, Twitter and maybe even Instagram!
  • Some garages have started sending their customers video clips of the work being carried out on their vehicles. It’s all about being transparent for the millennial customer!
  • Offer free Wi-Fi connection
  • Why not give first time customers a loyalty discount? It will make the decision of returning simpler.

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