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Mike Brewer's column
Mike Brewer's worried about the consequences of giving away so many trade secrets to viewers
I have been working my socks off on an exciting new programme that lifts the lid on the tricks car salesmen use. It's called Autotrader, and is essentially the motoring equivalent of the Penn and Teller Show. But instead of revealing how magic tricks work, with the help of my fully kitted out dealership - complete with garage, showroom and even genuine punters - I explain how not to get stitched up when buying or selling a motor.
I must admit I'm a bit worried about the consequences of giving away so many trade secrets to viewers. Some dealers are bound to blow a gasket when the 15 episodes are aired in the autumn on Discovery Real Time. My producer wants me to keep my cards close to my chest until Autotrader hits the screens, but I'll give Auto Express readers a sneak preview by revealing two things covered on the show which you should be aware of when you next visit a forecourt.
One is the divide-and-conquer technique. Here's the scenario: a couple walk into a dealership with different ideas over what type of car they need. The wife wants a practical MPV while the husband reckons a stylish and sporty saloon will do the job. They argue like cat and dog, and the salesman uses this to his advantage. Acting as a broker, he mediates between the couple and, as a result, earns their trust. Once he's got that, his commission is nearly in the bag.
Then he suggests a completely different car: one they hadn't considered, which often costs more than either's initial choice: a 4x4. After all, it has MPV practicality and an image to match any sporty saloon. Husband and wife see this as an end to their bickering and sign on the dotted line!
On Autotrader, you'll see exactly how this type of scenario works. And you'll be amazed at how heated an argument over a car can get between a couple. On one occasion, I had to pull two warring partners apart! When I revealed my divide-and-conquer technique, they were shocked by the way I had manipulated the situation to boost my profits. They certainly won't let it happen to them in the real world. And, now you know what to look out for, nor should you.
Another thing the programme reveals is how many people struggle to sell their vehicles privately simply because they are dirty. This is something dealers use to give a reduced trade-in price, knowing a bit of TLC can make the seemingly tatty car into a moneyspinner. In the 'How to shift your motor' section, my television mechanic Ed China gives an old car that someone's been trying to flog for ages the once-over. Our first example was a mid-Eighties, white Porsche 924 with around 60,000 miles on the clock. Priced at two grand, it should have been snapped up.
But for months, no one was interested. No wonder: it was covered in moss, the steering wheel leather was loose and the battery was dead. With very little effort, we made a silk purse out of this sow's ear. The owner advertised it again, for the same price, and sold it in days. Luckily, he had brought the car to my fake dealership - otherwise, he'd have been left out of pocket by some savvy sales exec offering him some derisory trade-in. That's one trick the seller won't fall for again.
Mike Brewer presents ITV's Wrecks to Riches and Revved Up, the British Rally on Channel 4 and Wheeler Dealers on the Discovery Channel
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| When I revealed my divide-and-conquer technique, they were shocked by the way I had manipulated the situation to boost my profits. | |
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I must admit I'm a bit worried about the consequences of giving away so many trade secrets to viewers. Some dealers are bound to blow a gasket when the 15 episodes are aired in the autumn on Discovery Real Time. My producer wants me to keep my cards close to my chest until Autotrader hits the screens, but I'll give Auto Express readers a sneak preview by revealing two things covered on the show which you should be aware of when you next visit a forecourt.
One is the divide-and-conquer technique. Here's the scenario: a couple walk into a dealership with different ideas over what type of car they need. The wife wants a practical MPV while the husband reckons a stylish and sporty saloon will do the job. They argue like cat and dog, and the salesman uses this to his advantage. Acting as a broker, he mediates between the couple and, as a result, earns their trust. Once he's got that, his commission is nearly in the bag.
Then he suggests a completely different car: one they hadn't considered, which often costs more than either's initial choice: a 4x4. After all, it has MPV practicality and an image to match any sporty saloon. Husband and wife see this as an end to their bickering and sign on the dotted line!
On Autotrader, you'll see exactly how this type of scenario works. And you'll be amazed at how heated an argument over a car can get between a couple. On one occasion, I had to pull two warring partners apart! When I revealed my divide-and-conquer technique, they were shocked by the way I had manipulated the situation to boost my profits. They certainly won't let it happen to them in the real world. And, now you know what to look out for, nor should you.
Another thing the programme reveals is how many people struggle to sell their vehicles privately simply because they are dirty. This is something dealers use to give a reduced trade-in price, knowing a bit of TLC can make the seemingly tatty car into a moneyspinner. In the 'How to shift your motor' section, my television mechanic Ed China gives an old car that someone's been trying to flog for ages the once-over. Our first example was a mid-Eighties, white Porsche 924 with around 60,000 miles on the clock. Priced at two grand, it should have been snapped up.
But for months, no one was interested. No wonder: it was covered in moss, the steering wheel leather was loose and the battery was dead. With very little effort, we made a silk purse out of this sow's ear. The owner advertised it again, for the same price, and sold it in days. Luckily, he had brought the car to my fake dealership - otherwise, he'd have been left out of pocket by some savvy sales exec offering him some derisory trade-in. That's one trick the seller won't fall for again.
Mike Brewer presents ITV's Wrecks to Riches and Revved Up, the British Rally on Channel 4 and Wheeler Dealers on the Discovery Channel
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