Automobile Manufacturer Event - Strengthen Sales, Educate, Motivate


New vehicle product is almost always revealed to dealership owners and manufacturer employees well-before the floor salespeople or the public.  An exciting new model was forthcoming to Land Rover.  A Regional Marketing Manager of Land Rover North America wanted to create a sales volume contest entitled “Road to the Factory” for regional and dealership sales managers to compete for an unprecedented opportunity to preview the product first-hand prior to its reveal in the USA marketplace.


  • To enhance brand knowledge and increase sales ability for all products, while providing an incentive to increase sales of current models 
  • To provide the new model product preview in UK (country of origin) prior to its reveal in USA marketplace 
  • To reward and educate top regional and dealership sales managers of new product design, features, and drivability
  • Provide first-hand experience of complete product line production


A 3-month sales volume contest of current product in southern region. Top 25 dealer sales managers and regional manager hosts qualified for event.

dai provided:

  • 4 day-3 night program to England
  • Land Rover Factory tour – Solihul, UK
  • Land Rover Design Center (highly restricted access) tour, design team presentation and new model product reveal – Gaydon, UK
  • Land Rover Drive Experience* (ride and drive) – Eastnor Castle Estate, home of Land Rover test track, Herefordshire, UK
     *Alternating ride & drive, falconry and skeet shooting activities with group
  • Group camaraderie – meal functions and optional tours of local attractions


  • The participating dealership sales managers produced more pre-orders than other stores in the region within 45 days of their experience
  • Their stores averaged substantially higher sales of New Models within the first year of availability in region
  • The participating dealership sales managers were able to better educate, motivate others and close more business due to their experience
Land Rover Experience

don anderson incorporated - Phone (650) 685-9900 Fax (650) 685-9909


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