Indian Victory Charlotte
Showroom Design and Layout
Training and Employee Motivation Practices
Commitment to Customer Service
As Indian Motorcycle Charlotte, and now as Indian Victory Charlotte, our consistent goal has been to attract and maintain customers for life. These are simple words, but they are at the core of everything we do. Call it customer obsession, relationship management or whatever, but we have a very long view of our customers and the motorcycle business.
Some of this stems from the fact that our Indian motorcycle clients tend to be better educated, financially secure -- price is rarely the deciding factor. Most are long-term Indian motorcycle fans and many have Indian stories of relatives who rode Indians in the 1920s and '30s and more recently. The key deciding factors for these client-customers is competence and trust.
As the world’s leading Indian dealer and newer Victory dealer, we work to apply this customer philosophy to everything we do. One ongoing example is that we typically spend an hour or more delivering a new Indian and making sure all questions are answered. We believe the joy of owning and riding an Indian is one of life’s greatest experiences. Taking the time to make sure they understand how all the systems work is very important to them and us.
So while this customer-obsession culture is fully ingrained among all team members, it is not without challenges as we adapt to marketing Victory motorcycles, as well. Victory machines are great American-made motorcycles with advanced styling and very impressive performance.
What we have found is that our Victory customer demographic is very different from our Indian clients. While it is our constant goal to fulfill the needs of every customer and deliver superior service, we are discovering a larger emphasis on price than we expected. This is disappointing, but not unexpected, and we will never lower our standards of quality to compete with dealers who only focus on low price. It is not who we are.
Our response has been to communicate to potential Victory customers that we will meet or beat any written price on any new Victory from any dealer within 100 miles. This has been somewhat but not always successful since there are several Victory dealers competing in our backyard. Bottom line: our goal to attract and keep customers for life, and this will always be our working philosophy.
The Victory line also has two different kinds of customers, and rarely does someone interested in a Victory Cross Country Touring machine cross-shop one of the Victory cruiser models. The touring machines tend to be husband-and-wife purchase decisions, while the cruisers attract a slightly younger rider. Victory cruisers have been a great alternative to lower end H-D models, but the new 2015 Indian Scout with a starting price of $10,999 may change that.
We feel quite confident that we will continue to excel in the area of technical expertise, competence and ongoing customer service, but those are qualities that become recognized by customers over time. We know our approach will prevail over the long haul, even if we lose some sales to price-cutters along the way. Our dealership continues to enjoy great success and solid business growth and we look forward to many great years ahead.
Involvement in the Community
Our community involvement philosophy and goals are rooted in the knowledge that life is short and good works are essential in defining our value as human beings and as a business entity. We all have a responsibility to assist those less fortunate in situations out of their control and to support non-profit organizations that work to improve our overall quality of life. Our goal is not necessarily to become visible and well known for our contributions, but to inspire others to help. We strongly believe in giving back to the community that supports us.
As the world’s leading Indian dealer, our customer base is scattered and relatively few sales are made to those in our immediate neighborhood. Our few staff members mean that time is always an issue, so we are not able to personally volunteer on a regular basis. However, against that backdrop, we believe in and support the local chambers of commerce, civic organizations and broader-based children’s charities like Make-A-Wish and the Victory Junction Camp. (For example, our owner and general manager, Mark Moses, served on the board for Make-A-Wish for several years.)
As a leading motorcycle dealer, we recently formed an Indian RIders Group and support many motorcycle-associated organizations and events such as the AMA, ABATE, Motorcycle Riders Foundation, Iron Indian Riders, Motorcycle Cannonball Run, Trail of Tears, and others. Quite frankly, there is never enough time and/or resources to be involved with all the worthy causes that we are interested in.
The community that has supported us consistently since our opening in 2008 has been the broad “Indian owner” community at large. We are in constant contact with this group and are aware of many of the projects and programs they are working on. We always try to find the time to assist in things that matter to them. (It’s an obvious extension of our “customer for life” philosophy.)
As a Victory dealer, we are working to identify the interests of this diverse group of customers. The reality is that we must select community involvements that satisfy our own interests first and then, those of our customers. We believe this “enlightened self-interest” approach makes sense for anyone in business.
Customer feedback is important, but not usually the guiding principle for our charitable involvement. Our company culture encourages charity in any form, but as a dealer, we cannot put ourselves in the position of over-committing our few resources. From a public relations/community relations standpoint, we want to be known as a dedicated, responsible, community-oriented organization that is always willing to help. At the same time, we will never make promises we cannot deliver on and we believe our community respects that.