Fourteen jobs created in half million dollar car dealer expansion

Auckland car dealer Andrew Simms is defying the global automotive crisis with a major investment in his Newmarket business to provide a new home for three of Europe’s major car brands, Alfa Romeo, Citroën and Fiat, with an initial investment of $500,000 creating 14 new jobs.

‘‘There is no doubt that the car industry is facing a tough period of change,” says Andrew Simms, Managing Director of Andrew Simms European. “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. These three new brands represent a perfect match for our Mitsubishi business and enable us to offer our customers a very complete range of unique vehicles from which to make their choice. The existing customer base of these new brands will also ensure a new, strong business for our service and parts business.’

Andrew Simms has built his business and reputation with Mitsubishi with their dealership one of the largest and most successful in New Zealand and setting high standards for customer care and professionalism, factors that led the New Zealand importer of Alfa Romeo, Citroën and Fiat to approach the company to act as its Auckland representative.

“We could not ask for a better representative for our brands,” says Lawrie Malatios, General Manager of Ateco Automotive NZ Pty Ltd, the New Zealand Alfa Romeo, Citroën and Fiat importer. “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. There can be no doubt that with Simms representing our brands in Auckland, this will open a new chapter in the history of these three unique marques in New Zealand.”

Ateco made it clear that it required new facilities and a new approach for its brands in Auckland and Simms has responded with a dedicated facility at its flagship site at the corner of Broadway and St Marks Road, which has be completely refitted for the new brands. The 770 square metre showroom is matched by a service centre with an 18 bay workshop capable of simultaneously servicing 32 vehicles. A total of 14 new staff have been appointed in a range of sales and technical roles.

But it is Simms’ approach to marketing and advertising that has already grabbed national media coverage with its “Buy one, get one free” launch advertising campaign that offers a free Citroën C4 hatch with every Citroën C6 and a free Fiat Punto with every Alfa Romeo Brera bought during the launch period.

“These 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,” explains Mr Simms. “With our new brands we 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. For owners looking for a single car purchase, we have a range of financial offers that split the cost three ways, making very easy to get into a new car.”

Andrew Simms is not just pumping much needed money into the Auckland economy, creating jobs and boosting consumer confidence, he is also using his new national profile to raise money for charity, with the official launch this week (16 April 2009) also raising money for Camp Quality, the charity for children living with cancer. After the dealership is officially opened by the Mayor of Auckland, John Banks, a charity auction hosted by Stacy Jones will raise money for Camp Quality. Topping a long list of unique auction items will be the New Zealand Small Car of the Year 2009, the Fiat 500, and a unique rally experience with national rally champion, Chris West, plus many more exciting items. New Zealand’s award winning band Opshop will entertain guests after the charity auction.

But, for all the business decisions, designing and developing a new dealership, Andrew Simms is still driven by a passion for cars that started as a boy and has been maintained through the ownership of an Alfa Romeo Spider and racing an Alfa Romeo 147 GTA.

“For as long as I can remember I have loved European cars,” says Mr Simms. “This took me into the car industry for the first 12 years of my career until I opened my own business with Mitsubishi. Now, another 17 years on, I am back with three of the most passionate, emotive and, it must be said, legendary car brands in the world. A boyhood dream made real!”