LAKE FOREST, Ill. – Brunswick Corp. (NYSE: BC) will expand Brunswick Dealer Advantage to marine dealers in Canada beginning March 1, it reported in a statement today.
Brunswick Dealer Advantage, first introduced in the United States in 2007, is a menu of benefits and services either offered through the company or through program partners. They are designed to help Brunswick marine dealers reduce costs, increase revenue, and improve productivity, according to the company.
Brunswick Dealer Advantage offerings target three specific areas: enhancing the retail customer buying experience; attracting and retaining employees; and operations excellence and cost reduction, the company stated.
“Through communication with our Canadian dealers, we’ve identified specific areas where Brunswick can leverage its resources to assist our Canadian dealers build long-term value in their businesses,” said Dustan E. McCoy, Brunswick chairman and chief executive officer. “This is a win-win partnership for both our dealers and for Brunswick, as stronger dealers contribute to stronger Brunswick brands.”
Qualified dealers include all Canadian marine dealerships that are in good standing and carry Brunswick boats and/or Mercury engines, and Mercury service only dealers. There is no cost to qualifying dealers to participate in Brunswick Dealer Advantage, and dealers may opt to participate in all or as many benefits as they desire, depending on their unique business needs.
Brunswick Dealer Advantage features three levels of participation – Silver, Gold and Platinum – each based on the amount of the dealership’s retail business with Brunswick, the company explained. The deeper the relationship with Brunswick, the higher the dealership’s level of eligibility and the more benefits they can access.
The list of Brunswick Dealer Advantage benefits available in Canada includes preferred pricing on services such as customized retirement strategies and succession planning; supplier pricing on automobiles for dealership use and personal vehicles for employees; discounted rates on computers and equipment, Internet advertising, Web site management and design, and lead management solutions; preferred pricing on programs to enhance the customer buying experience including extended product protection; and long-term business enhancement programs such as discounts on achieving Brunswick marine certification and participation in a 20 Group. There are also more programs in the works, according to the company.
“The pilot program that Brunswick launched in the U.S. in 2007 proved very successful — with more than 25 percent of eligible dealers participating within less than 10 months of kick-off — giving us confidence for a Canadian launch,” said Betsy Lazzara, Brunswick dealer advantage director. “In Canada, we anticipate aggressive growth in its first year and continued expansion and additions in the years to come. We already are pursuing additional programs and benefits specific to the Canadian market for introduction in the spring and summer months.”
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