Land Rover dealer builds loyalty with off-roading fun

Rover on the Rocks offers Warren Henry’s two Land Rover shops the chance to showcase the myriad extras Land Rover has made for its autos.

Shows at the party aid boost income of such factors as wheels, brush bars, tents and other off-road gear. Zinn said due to the fact numerous attendees bring their personal cars, they use the prospect to plan service appointments.

The event also aids workforce do their jobs far better, said Zinn. “Most people receives an possibility to travel the study course. Unless they are heading on a education journey, they don’t get a prospect to travel these vehicles off-road, so they get to understand a new ability, which they can use to aid shoppers.”

Rover on the Rocks is much more than a advertising occasion for Zinn. When his father, organization CEO Warren Zinn, commenced them in the late ’80s, Zinn and his sister, Katy, the company’s retail products manager, attended as little ones.

Zinn stated he strategies to continue on Rover on the Rocks, holding it two times a year when possible.

“Following just about every celebration is above, we regroup and place our learnings jointly of what we did that was wonderful, what we could do improved and any ideas likely ahead,” Zinn mentioned.

For decades, Land Rover and Jeep dominated the industry for go-everywhere, off-street autos, and the deluxe Assortment Rover had no authentic levels of competition.

That, of system, has changed, and the Range Rover especially is looking at a lot more and more rivals inch onto its turf, as other luxurious makes this sort of as Rolls-Royce, Bentley, Aston Martin, Maserati and Cadillac roll out six-figure SUVs.

Rover on the Rocks helps hold Zinn’s shoppers from drifting away.

“We have shoppers who drive a distinct Land Rover, and they’ll see we have a distinctive design,” Zinn explained. “They get an prospect to push that car and just take it off-roading. Numerous occasions, they’re going to say: ‘This is what I am obtaining future.’ ”

Jacquelin Burkhammer

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