Dorsett Mitsibushi serves the Terre Haute area and a 70-mile radius.
It offers new and used automotive sales as well as automotive repair
services on all types of vehicles. Mitsubishi offers a variety of
models that appeal to a range of drivers. Dorsett would like its
clients to include all new and used automotive buyers.
directly with all other import and domestic automotive dealerships.
Indirectly it competes with all other used car dealerships.
The automotive sales industry continues to be incentive-driven
with a traditional retail sales atmosphere.
Dorsett Mitsubishi feels
its strengths lie in its staff, systems and service.
for Dorsett is to grow automotive sales, automotive service sales
and facilities. This vision is supported by its
is to provide service excellence to its customers. Dorsett
Mitsubishi values integrity throughout its organization.
The tagline used by Dorsett Mitsubishi had been "Catch a
Dorsett Deal." Two key factors were evident in this tagline:
1) the honesty and integrity of the owner, and 2) the fact that
are going to be a part of the automotive industry from this
This positioning focused around the unique background
the owner, who played professional baseball, as a catcher.
statement was unique to the dealership and owner, one
key word used in the phrase, “Deal,” could tend
to be viewed as a negative, or at least not to represent
the above-board and/or integrity
intent that the owner desired.
The word “Deal” could
be construed as one individual getting more incentives,
money back for trade-in, etc. than another
person. Though this may be true, it could create the perception
that it is not always a level playing field. It tends
to resemble the old “wink” from a salesman
that implies he has a special offer or “deal” only
Dorsett Mitsubishi and MillerWhite, LLC partnered to create
a positioning statement by utilizing the proprietary
known as “Unlocking
the Power of Your Pledge®.” The pledge and
tagline, as well as the suggestions for implementation,
developed as a collaborative
effort between Dorsett Mitsubishi and MillerWhite to
business goals. A pledge would not only pull the two
revenue streams of automotive and service sales together
into one “active” thought,
but would also provide the foundation for creating a
strong and positive culture for the dealership – which
also mirrors the leadership of the owner.
Based on the business goals of increasing automotive
and service sales, the two key factors (the honesty
owner and the fact that incentives are going to be
a part of the automotive
industry) seem to align strategically and/or appropriately
with the two goals in the following ways.
and integrity seem to align nicely with the service department,
in that repairs, selection
and the actual
service of the automobile will be performed at the
highest level. Secondly,
honesty and integrity align with the trustful assurance
in the incentives offered – they are legitimate
and consistent from one buyer to another.
this strong alignment, and in an attempt to capture
the personality of the owner, the following
suggested: At Dorsett, “we pledge to earn
your business by providing integrity in our service
and trust in our incentives.”
This pledge not
only pulled the two revenue streams together in
one “active” thought, but provided the
foundation for creating a strong and positive culture
for the dealership – which
also mirrored the leadership of the owner.
tagline, which played on Brian Dorsett’s Major
League Baseball experience, is “Drive it Home
with Dorsett.” When
paired with the logo, this tagline would simply
While the client was happy with
the tagline, “Drive It Home,” he
expressed a desire to revise the proposed pledge.
A revised pledge, “we
pledge to focus on giving you the driving experience
you want, backed by the service you can trust” was
thought to align more with Dorsett's business culture.
was a concern that this statement was not actually
a pledge, but was more of a mission statement,
should be active and create a foundation for the
culture of the organization.
While the pledge may not be strong enough to serve
as a positioning statement to set Dorsett apart
will be utilized because the owner feels more
comfortable with it.