COLLIVER STRESSES NEED FOR TRUST

Colliver described how Honda rebuilt dealers’ trust.

February 3, 2007—Though American Honda executive vice president Richard Colliver said in his keynote address that many in Las Vegas live by the wisecrack “Trust everybody…but always cut the cards,” he then spoke about the importance of trust. “Trust is the foundation of the relationship between manufacturers and dealers. Unfortunately, I don’t think that’s always the case today.”

The process of trust begins with the two parties understanding each other, Colliver said.  Automakers must come to know dealers’ business and local market, and dealers must come to know the different corporate culture and management priorities of automakers.

When Colliver joined Honda in 1993, dealers’ trust of the automaker was “in shambles.” He earned back their trust by listening to and talking with them.  Now, most of its programs are developed with the support of its dealers and NADA.

Colliver offered a challenge to dealers: “[Dealers and automakers] have to make a choice to work together and communicate openly, not through lawyers or the media, but through our own initiative.”

In his 45 years in the industry—starting as a repo man with GMAC and moving on to Chrysler and 20 years with Mazda—Colliver said his real teachers were dealers. “The biggest thing I learned from all of you is simply to treat people with respect.” He learned that “smaller dealers are some of the best in the business because the dealer principal has to do it all.”

Audio/Video provided by AutoNetwork.com

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