NZ dealer creates jobs with Ateco expansion

PROMINENT New Zealand dealer Andrew Simms has expanded his operations to become the sole representative for Ateco Automotive’s Alfa Romeo, Citroen and Fiat brands in Auckland.

Launched officially last week, but trading since April 1, the new ‘Andrew Simms European’ dealership has created 14 new jobs after a $NZ500,000 ($A396,000) investment to house the Ateco brands.

The outlet, which adds to Mr Simms’ profile as one of the leading Mitsubishi dealers in New Zealand (with six branches), has also attracted headlines with a “buy one, get one free” launch campaign, which throws in a Citroen C4 with every C6 bought, and a Fiat Punto with every Alfa Romeo Brera.

Ateco’s previous Auckland representative was Continental Car Services, with former Alfa Romeo brand manager John Statham and team members David Millar and Clive Sellers among the sales staff and technicians transferring to the Simms operation.

“There is no doubt that the car industry is facing a tough period of change,” Mr Simms said. “But we are taking the long view that we have to invest for the future and make decisions now that will protect jobs and maintain the growth of our company.”

Left: Andrew Simms.

Ateco Automotive NZ general manager Lawrie Malatios said: “Ateco wanted one company to represent all its brands in Auckland and we were attracted to Simms by their national reputation for customer care and professionalism. As our business relationship has developed we have been greatly encouraged by their plans, their long-term commitment and their passion for our new business.

“Simms is has already taken our brands to a new level of visibility in the New Zealand’s most important car market and this will be followed by new sales records in coming months.” Simms is one of four metropolitan and four provincial dealers representing the three marques across New Zealand.

Mr Malatios has told GoAuto that Ateco is aiming for a 10 per cent sales increase across the three brands this year, despite the current industry downturn. Ateco sold 917 new vehicles in New Zealand last year (170 Alfas, 229 Fiat passenger cars, 332 Fiat commercials, and 186 Citroens), and has forecast a rise to 1050 in 2009, with the split as follows: Alfa 220, Fiat passenger 240, Fiat commercial 350 and Citroen 240.

“This represents a 10 per cent increase in a market which is 25 per cent down, and clearly highlights the significance of this new dealer appointment in the Auckland market, which accounts for over 50 per cent of national sales,” Mr Malatios told GoAuto.

Official first-quarter figures obtained by GoAuto indicate that Alfa Romeo, Citroen and Fiat are all down compared to the same period last year, with, respectively, 21 sales (down from 68), 18 (down from 61) and 79 (down from 115).

The Simms expansion includes a dedicated 770-square-metre showroom and 18-bay service centre. The new staff members cross a range of sales and technical roles.

In explaining the headline-grabbing “buy one” launch campaign, Mr Simms said the offers “not only deliver a clear and unequivocal message about the unique value for money we are prepared to offer, they also talk to our new customer group”.

“With our new brands with will be talking to a range of families with multiple car ownership, with requirements not just for a family car, but also the need for a second car for partners or children,” he said.

Mr Simms told GoAuto that the European business was achieving new-vehicle sales above expectations in its first few weeks. And the business had sold two Breras and one C6 on the “get one free” campaign – “with three other deals pending and several other customers negotiating deals on alternative models”.

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