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The Rootes Group Proves Value of Personal Contact
Page 84
Page 85
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I F there be one factor which stands out clearly amidst all the doubt and uncertainty that clouds world trade to-day, it is that the future, prosperity of Britain's motor industry, the third most important in the land, rests in ever-growing measure upon the sound. and speedy development of the many potential markets within the Empire and elsewhere overseas. , Gone, never to return, are the halcyon days when the motor-vehicle manufacturer could contemplate with satisfaction an expanding home market that would provide for the progressive increase of production year by year, which betokens a thriving business.
It was to the recognition, almost a decade ago, of this turn of events, and the determination to embark upon energetic policy of overseas trade development that the continued success of the Rootes group of companies in the export field is mainly attributable.
Comprising, on the manufacturing side, the old-established concerns Commer, Karrier, Humber, Hillman and Sunbeam-Talbot, the group is controlled by the brothers W. E. and R. C. Rootes, and it says much for their able direction that, following successive years of progress, •the export business during the season just ended showed an increase of over 18 per cent,
In I928—the year before the Humber and Hillman companies combined—the total exports of Humber, Hillman and Commer vehicles numbered only 262, whilst for the past year they easily exceeded 10,000.
How have such encouraging results as these been brought about? The answer is threefold. First, it has always been an axiom that a successful sales campaign could be built up only on first-class service. No matter in what part the world the group's products are in use, however remote the districts may be, facilities 'for speedy repairs and the supplying of replacement parts are always to be found within easy reach.
Secondly, the vehicles must not only be competitive in price, but also equal to meeting the severest demands likely to be made upon them. In otheiwords, " vehicles designed and built for the roads of the world " is the keynote of the Rootes manufacturing policy.
Thirdly, but perhaps most important, the group has beer. ever mindful of the paramount necessity of mainta.ming the closest personal contact with overseas markets with a view to obtaining thoroughly reliable first-hand information with regard to local requirements. Each country has its own difficulties of climate, road conditions, tariffs, foreign competition, etc„ and by means of " on the spot "inquiry and representation, effective provision is made to meet every contingency.
With headquartets at Devonshire House, Piccadilly, Rootes, Ltd., sole exporter for the group's products, has a distribution and sales organization that practically covers the world. Staffed by men of great experience, the Export Division is in, close contact with every phase of export development by means of its vast Detwork of dealer representation spreading across the globe.
In many parts of the world, especially within the Empire, Routes, -Ltd., has its own representatives. These men are not -only familiar with every aspect of local business conditions, but also have the advantage of head office and factory. experience.
Messrs. W. E. and R. C. Rootes have themselves made numerous business tours abroad in the past 15 years, and it is no exaggeration to say that there can be few places of any importance which one or other of them has pot visited and carefully surveyed.
Tours of a similar nature are undertaken from time to time by leading executives in order that they may be fully acquainted with conditions overseas, especially in respect of territories for which they are primarily responsible.
Mr. J. G. Chaldecott, joint managing director and director-in-charge of the Export Division, made, some months ago, a comprehensive market survey of South Africa, Egypt and the Near East, in company with Mr. John Byfield, who has charge of these territories at Devonshire House.
Only recently Mr. G. A. W. Laird, the export service manager, completed a world tour to Canada, the U.S.A., Fiji, New Zealand, Australia, Tasmania, South Africa, etc.
Mr. Laird, who alsp controls the departments concerned with spare parts, claims and " C.K.D." developments, is the link between the Export Division and the production, engineering and service departments at the various group factories, his wide, technical knowledge and long experience of markets abroad thus being of benefit to both overseas distributors and the factory at home.
In the course of his trip through Canada and the States, Mr. Laird visited all the principal automobile manufacturing plants, thus keeping abreast of the latest technical developments in those countries and cementing the goodwill which is to-day so evident between executives of the motor industry on both sides of the Atlantic. In Australia and New Zealand he made investigations into the possibility of further extending the " C.K.D." system of importation. [C.K.D. means "Completely knocked down."—ED.] Immediately before Christmas Mr, L. C. Cunningham, manager of the Export Division, left London for an extensive business tour which will take him to Australia, New Zealand, Peru, Chile, Argentina, Uruguay, Brazil, Madeira and Portugal. He will be away until early autumn. Another member Of the Rootes export staff at present engaged on a mission overseas is Mr. C. H. Hylton, manager . of the 'commercial, vehicle department of the Export • Division. who is visiting British West Indies and Central America to make personal contact with distributors and effect improvements where possible in distribution arrangements and service facilities. He is also to appoint distributors in certain rapidly developing territories hitherto not covered.
Now Mr. G. L. Dixon, sales manager of the Export Division, is about to leave for a business tour in India and the Far East.
From this brief survey of the activities of the Rootes Export Division it will be seen that this enterprising concern is not content merely ta possess a distribution organization of world-wide character and proved efficiency, but it also has its "trade ambassadors."