Kawasaki takes Costco sales program nationwide

Publish Date: 
Jun 9, 2011

On July 1, Kawasaki Motors Corp., will roll out its Costco Customer Referral Program on a nationwide basis. The program allows Costco Wholesale club members to purchase Kawasaki vehicles at a special Costco member price through participating dealerships.

“This expansion of the Costco Customer Referral Program is a win for Costco members and a win for our participating dealers,” said Bill Jenkins, Kawasaki’s vice president of sales. Kawasaki is the first powersports marketer to give its dealers the opportunity to partner with Costco in this program.

No vehicle transactions take place in Costco facilities. The program is similar to one that the popular warehouse chain has been implementing for several years with automobile and boat dealers. Costco and participating Kawasaki dealers assign a specific price for Costco club members, and they are referred to one of these retailers, based on geographic location. After purchase, the member receives a $250 gift card for use in a Costco warehouse.

Consumers will be able to select from Kawasaki’s complete line of motorcycles, all terrain vehicles, Jet Ski personal watercraft, Mule utility vehicles, and Teryx recreation utility vehicles.

Jenkins said “the program gives Kawasaki additional exposure of our premium brand and wide selection of products to a broader consumer base.”

The test program was implemented in Southern California several months ago. Product displays in the warehouses were accompanied by literature explaining the program. In an article (read it here) in late 2010 in Dealernews, Kawasaki talked about the pilot program.

According to Bruce Gill, Kawasaki’s west region sales director, “Dealers that didn’t participate in the pilot program are very anxious for the national roll-out.”

posted by Dennis Johnson

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