The Basement

Yesterday I posted about my negative experience with the Volkswagen dealer, Brad Noe Autoplex in Tulsa, Oklahoma. In that post I said some pretty nice things about Volkswagen. Well, I was wrong.

After I posted, I sent emails through both the Brad Noe website and the Volkswagen website. I heard back immediately from Brad Noe's Internet sales manager Glenn Manning. He apologizes for my negative experience and let me know that my email and blog post were forwarded to management. He also took the opportunity to explain the situation to me…

Regrettably, what the salesman told you on the lot, while maybe not in a "proper salesman" way was indeed the truth. VW does not yet import a Jetta Wagon for 2006. Because of the gas situation, no 2005 diesels are available, period.

Again, I apologize for your experience. While rooted in truth, the presentation should have been more customer aware.

I sincerely appreciate this response. It let me know that someone at Brad Noe cares and wants to improve. It also gave me real information - an explanation that I can understand. Had the sales person offered this explanation instead of being terse and attempting to convince me that diesel engines aren't really worth the extra money, perhaps I would not have made it onto the Jim Norton Scion lot at 98th and Memorial and had the amazingly positive experience that ultimately lead to me ordering a Scion xB from them.

But there is something else here…no 2006 Jetta Wagons, no diesels… shouldn't Volkswagen know this? Why does the Jetta Wagaon remain on the web site? Why did they let me build my own?

I decided to find out. I called Volkswagen's customer service number. I was told that the only a few 2005 Jetta Wagon were made with production ending in April or May of this year. When asked why the car remained on the website, the answer I got was…

"We haven't yet updated for the 2006 models and it's possible that one or two might be available on a lot somewhere…maybe."

What?!?!? One or two on a lot…somewhere…maybe?!?!? Then why the hell did you let me spend 2 hours on your website learning about them and building my own when you knew that there was no way I could actually get one?

As for the diesel engines, Volkswagen didn't anticipate the increased demand and they are slow to react to market changes. So they knew about this too.

So Volkswagen's wonderful website lures customers in and uses products that aren't available to keep attention. This puts the dealers in the uncomfortable position of performing that age old auto industry tradition the BAIT AND SWITCH! I take back all the good things I said.

Volkswagen sucks everywhere!

After I talked with Volkswagen, I got a call from Justin Mullenax, Sales Manager for Brad Noe Autoplex. This was coincidence and had nothing to do with the VW call. Mr. Mullenax again apologized, collected information about my visit, explained to me the current situation with VW products and let me know that action would be taken to try to prevent this from happening again. He was very nice and professional, even complimentary. I appreciate this, and while I wouldn't yet recommend Brad Noe Autoplex, I think I might wander back onto their lot were I ever to regain respect for Volkswagen to see if things had indeed changed. That said, this would have been a lot easier for them if their sales person had been respectful and honest to being with.

No one from Volkswagen has called, emailed or otherwise contacted me. They apparently don't care. As if I didn't already know that.

So why would Volkswagen care? Well, I already discussed the attention thing (2400 time the attention of a regular prime time TV spot - wasted). Why else would they care? Well they not only lost my sale, but the sale of anyone I might have referred (we'll say 2 people over the next 10 years). Also, I'm going to start telling people how much I think Volkswagen sucks and tell my story. I hope this costs them another 2 sales - I call this negative referrals - with my blog and email this might even be more. Finally, I have a daughter that turned 9 yesterday and a son who will turn 12 in December. The car I buy today will probably be passed down to my son and I'll buy a new one and then again with my daughter. That's 2 more lost sales in the next 7 years. To help Volkswagen understand this, I came up with a website idea for them that they could add to their "build your Volkswagen" feature. What do you think?

Lesson to marketers - WOM amplifies the value of a customer. Treat them with respect even if you don't have anything to sell today.