There is a certain discerning client who will expect a level of service from a luxury chaucar service company beyond simply being picked up and dropped off on time. Equally, one person`s idea of luxury is going to be different to another`s. If you are building a business in the luxury car service sector, then you need to identify the specific market sector that you are aiming for and ensure that the service you are offering meets those demands. In this article we have highlighted the key areas that you need to take into account so that the investments you make respond to the needs of your potential client base.
Identify your niche market
Have a really good think about who your ideal client is. Are you aiming for the corporate market, the business leader who needs a regular driver between meetings to give him or her additional working hours in between destinations? Or are the silver surfers more your demographic? Do you operate in and around a big city with a high level of celebrity hangouts? You can work with all of them, but in terms of your marketing and overall brand proposition, concentrate on just the one to make sure you get your messaging absolutely on point.
Make sure your website reflects your level of luxury and discretion
A certain level of client is looking for particular traits in their car service supplier. These include a superior level of comfort, blacked out windows, a high level of discretion and the willingness to sign NDAs -- non disclosure agreements, as well as complete reliability
Your fleet must meet your brand
So you have a smart and prestigious website that attracts and converts the right calibre of client, and you turn up to your first job in a second hand Audi A4 that you bought cheap from the car auction place down the road… unfortunately this does not quite make the right impression that you should be making!
Your fleet must exceed the expectations of your marketing. While you are not expected to be driving your clients around in Ferraris, you certainly need to be aiming for the more premium brand of vehicles when building your fleet.
Your client may express their preference in time, but you want to be looking at models such as the BMW 7 Series, Lexus LS, Audi A8 and Mercedes Benz S-Class. If you want to up the ante, maybe go for a Bentley Bentayga, Range Rover or Rolls Royce Phantom.
You also need to have access to larger SUVs if there is a large family party travelling together. Mercedes do a premium people carrier. Alternatively, look to American brands such as the Lincoln Navigator or the Cadillac Escalade.
A spotless impression
The inside and outside of your vehicles must be absolutely spotless. Make sure the interior is cleaned down after every trip -- even if you`re just picking up the same people again, make sure you clear out any trash and restore the interior to pristine for their return.
Make sure you have a console cooler to keep water and other drinks cool, plus another section where you can keep any requested snacks that your client may enjoy. Keep a record of regular clients and their preferences so that you can pre-empt them every time you pick them up.
Driver training
Finally, make sure that your drivers reflect the same impeccable service that you would showcase if you were doing the driving yourself. They need to be immaculately dressed, only speak when spoken to, be completely discrete, non-judgemental, oblivious to gossip, steadfast and confident in their driving abilities.
