this morning, i experienced an interesting contrast in understandings of trust and branding, at two separate dealerships in the local car industry here in Singapore.
both visits were spontaneous, and - therefore- unannounced.
at Trans Eurokars (i'm deliberately not including the hyperlink, as any publicity can be construed as good publicity), they had brought in a left-hand-drive unit of one of their new models, as a preview for potential customers (while the right-hand-drive units were being homologated by the local regulatory authorities).
i arrived at the showroom actually pretty keen on being positive about the car, as i nearly bought its predecessor back in 1999, and my cousin actually owned two.
i was therefore quite prepared to overlook the fact that the rear lamp units had obviously poor panel gaps, as water had clearly condensed in them; further, i didn't really mind that the boot couldn't be opened because the battery had ostensibly run flat.
after about ten minutes in the showroom, i was still feeling perky and therefore i remarked to the salesperson that i would like to take a photo - i made this remark more as a courtesy, than as a request for permission.
the salesperson's facial expression betrayed a lack of understanding and concern, so i went on to attempt to assuage him that "i am trying to help you publicise".
to which he replied that he needed to seek clearance from his supervisor first.
this threw me, and i was further disappointed when i saw the salesperson and his supervisor having a non-brief conversation (with glances in my direction).
i therefore promptly walked out of the showroom and drove off.
*****
i drove to the Citroën showroom, which is managed by Cycle and Carriage.
my intent of going there was actually to see the C3, which is being launched in Singapore this weekend.
when i entered the showroom i was greeted by one of the salespersons - admittedly a friend of mine - who promptly (and totally without any initiating on my part) invited me to drive her own personal car - a newly-delivered DS3 1.6 THP with the 6-speed manual gearbox.
of course, i kindly declined (it was her own car, after all) and thanked her for her magnanimity.
she pressed on, however, so i followed her and got into the passenger seat.
she said "no, you drive" and handed me the keys.
i held the passenger door open for her.
she then floored me with "no, you go ahead on your own - i trust you"
needless to say, i verified with her, just in case i had misheard.
she insisted she was fine with me taking her own freshly-minted DS3 Turbo unsupervised.
*****
the moral of the story?
i had really wanted to promote the car that Trans Eurokars had brought in, but in the end i find myself blogging about my experience at the dealership, for all the wrong reasons - as a direct result of their Ludditic attempt to exercise total control of their brand, based on an anachronistic (mis)understanding of trust and social capital in this age of viral marketing and social media.
the irony is that i as a middle-aged politically-liberal academic, i believe i fit into the typical demographic profile of the marque's target clientele.
in contrast, at Citroën Cycle and Carriage, i went in with no intention of test-driving anything, but was instead entrusted with someone's precious personal car, and given carte blanche to go where i liked, and how i liked.
vive la France :-)