Home' Trinidad and Tobago Guardian : October 30th 2014 Contents BG4 | COVER STORY
BUSINESS GUARDIAN www.guardian.co.tt OCTOBER • WEEK FIVE
For the first time in five years, vehicle sales
in T&T are likely to past 18,000 units per
annum since the impact of the global finan-
cial crisis back in 2009, says Daryl Young,
general manager of Mc Enearney Motors.
According to numbers recorded for industry
registered vehicles so far this year, sales for
January to September totalled 13,767 units.
The number of units moved for the corresponding period
five years ago equalled 13,941 - a mere 174 fewer vehicles.
In a Business Guardian interview on Tuesday, Young, who
headed the Ford partner dealership owned by ANSA Auto-
motive, said at the end of 2008, 18,908 new vehicles rolled
out of showrooms across the country and that volumes for
2014 were likely to surpass that number.
At the end of 2013, 17,246 automobiles were sold.
"Mc Enearney Motors sold a total of 807 units for 2013.
At the end of September (2014), we were at 655. We are
looking to end the year at about 955 units. The market is a
little bit wider than it s been over the last five, six years.
Things are a lot more competitive, but at the end of the day,
the market has grown from strength to strength and people
are buying more cars. The industry is at the highest point
I have seen since 2008. There is a market for new vehicles,"
Young added, "Interest rates are at an all-time low this
year, particularly with the high liquidity in the system. There
are so many players that the market has become a lot more
competitive and prices are a little more affordable. People
in T&T place cars very high on the value listing. A car is the
second highest investment after your home."
At present, Mc Enearney Motors had five per cent of the
local automobile market -- a figure the company hoped to
double in the next five years.
Young said the objective required a lot of work, but the
company was making strategic investments to boost its
efforts, which included expanding the models made available
at the dealership.
To stay competitive in the market, he said, the role of the
sales team had to be strategic -- including using traditional
advertising medium to increase showroom traffic. But in a
market this robust, the company includes the road show
concept where its models were displayed at strategic points
across the country -- be it at malls or other high traffic con-
Asked what the challenges to its plan were, Young admitted
that the two Korean brands Kia and Hyundai had emerged
as market contenders and Japanese made Toyota stayed
strong. Meanwhile, Nissan maintained its competitive price
"It s now a level playing field. Everybody is competing for
the same piece of the pie while trying to get their slices
bigger. There is no such thing as anyone not being a competitor
in our market. We are all going after the same pie. Everybody
has a unit in every segment and everybody had a competitive
price point going after the same consumer," he said.
Mc Enearney Motors culture ensured that savings on the
manufacturing end were passed on to local consumer, said
When the Ford Focus and Ford Cougar debuted on the
local market, customers noticed the reduction in the price
point and the benefits applied to parts, too.
"In some cases, it ranged from five per cent to as high as
eight per cent. Parts have come down by well over 28 per
cent," he said.
But how had Government s decision to allow older foreign
used vehicles into the system impacted those from the factory?
Young said these two segments were not as interconnected
when compared to the entry of foreign used vehicles on local
"The new vehicle market took a bigger hit then than it
was now. People eventually shifted into their own segments.
The second market is large enough to support its own business.
The Trinidadian who and afford a Mercedes or a BMW is
very unlikely to buy a roll-on roll-off car," said Young.
He added, "That s really for someone who wants to own
that type of car. In terms of the middle-income (earner), I
think more and more people are gravitating towards newer
vehicles because the warranties tend to be a little stronger,
the support services are a little more structured and there
is more recourse. You can come to a new dealer and feel as
though you are almost dealing with the principal now."
One of the true benefits of dealing with ANSA Automotive,
he said, was the fact that ANSA Merchant Bank and insurer
Tatil fell under the umbrella of the ANSA McAL Group. That
facilitated the creation of the In-One product for new vehicle
owners where the monthly instalments and premiums were
covered in a single monthly payment.
In the ANSA Automotive family, Ford is accompanied by
Mitsubishi, BMW and Land Rover brands.
They were managed independently and had individual tar-
gets with unique and aggressive marketing strategies.
As competitive as they were, however, Young said they
complemented each other.
In cases where clients of one brand had requests that could
not be met by another, company official would direct new
business to the designated dealership.
story and photos
Daryl Young, general manager, Mc Enearney Motors and exclusive Ford Motors dealer.
Mc Enearney Motors:
New vehicle sales likely to pass 18,000 units
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