Rowe Auburn:
“It’s bricks and mortar, or click to order”

By Donna Rousseau
Freelance Writer

Combine low interest rates with generous manufacturers’ rebates and good trades and consumers have the right recipe for purchasing cars today. Car shoppers visiting Rowe Auburn on Center Street, can expect to find pricing on 2009 vehicles in line with pricing traditionally seen only at year end.
Says Rowe Auburn General Sales Manager Jake Anderson, “In this economy, people are waiting to make vehicle purchases, but are unsure of exactly what they are waiting for. Right now, it’s a buyers’ market. We’re seeing new cars priced for less than we’ve ever seen and the deals are out there. Cars and trucks are already priced for year end and some rebates are up to $8,000.”
According to Anderson, Ford is the only manufacturer that does not need bail-out money. “People are continuing to purchase Ford products without hesitation,” he says. “Even with the prices coming down, the quality of design remains the same or better. With Ford, there isn’t the question of who will stand behind the product.”
Manufacturers are employing creativity and thinking “outside the box” to encourage buyer confidence. Hyundai, for instance, is promoting its vehicles by providing insurance plans designed to support a buyer who suddenly finds himself or herself unemployed or struggling to make payments in a tough economy. Two plans feature one to three payments made by the manufacturer for the buyer as well as a potential buy back should the buyer not be able to continue payments after manufacturer assistance.
Anderson, and Customer Service Representative Dean Swindler, are excited for the new designs for cars and trucks for 2010. Driven by the challenges recently presented to the industry for positive change, manufacturers are adopting “greener” designs, cars that are easier on the environment and lighter at the gas pump. An engineer by trade, Swindler deems the new vehicles “impressive.”
“People will want to come in to see these new designs – the 2010 Mustang, redesigned Mazda 3 & 6, and Ford’s F150. The new Volkswagen Jetta TDI (turbo direct injection) is the quietest diesel on the road and gets an incredible 40 plus miles to the gallon.” He adds, “The Ford Fusion is coming out with its first hybrid; it made its first appearance at the Daytona 500 and also gets 40 plus miles to the gallon.”
For buyer convenience, Rowe Auburn has adopted the philosophy that “we can replace the vehicle, not the customer.” That means buyers can expect a shopping experience that provides them with choice, flexibility, and straight-up deals at the first visit. At their one location, the dealership offers eight new car and truck lines and an inventory, larger than any in the state, featuring Ford, Lincoln, Mercury,Volkswagen, Mazda, Mitsubishi, KIA, and Hyundai.
“We want the best experience for our customers,” says Anderson. “We are committed not only from the first visit to the showroom, but throughout a buyer’s ownership of our cars and trucks. We have been around since 1922 and the longevity of our staff, particularly in our service department, speaks to that commitment.”
In an effort to further deliver service to their customers, Rowe Auburn also offers a Web site, www.gotorowe.com for those customers who prefer shopping from the comfort of their own homes. Swindler, who has designed and maintains the site, says, “Many people do not like the showroom experience. With our Web site, it’s today’s technology meeting the customer in his or her comfort zone.”
Swindler keeps the site updated weekly and designs its layout based on what consumers have indicated is important to them. Features include used inventory with at least 20 pictures of each vehicle, inside and out, Carfax reports at no charge, rebate information, and discount coupons.
Swindler likes the uniqueness of the site, 24 hour shopping and being open 365 days a year. “It’s bricks and mortar, or click to order.”
Anderson and Swindler agree that now is a great time to buy. Whether shopping in the showroom or online, Anderson says, “There are a lot of good dealerships out there. Now may be the once-in-a-lifetime opportunity to get a very good deal on a vehicle upgrade that combines good price with style, amenities, and improved gas mileage. We want people to come on in and take a look for themselves.”