ARGO has announced the results of its externally conducted third-party survey of its North American dealer network which showed dealers giving the company top marks on a number of key performance indicators.
The comprehensive survey, which tapped ARGO’s North American dealers, was conducted in October/November by Irwin Broh Research, a research firm with decades of powersports and marine industry experience. The survey revealed that dealers are unanimously positive on the improvements that have been made to ARGO’s Xtreme Terrain Vehicles, wholesale & retail programs and profitability levels since President Brad Darling took the helm eight months ago.
As a critical barometer on dealer satisfaction with the company, dealers were asked their opinion on the trend/direction at ARGO. Among the findings, dealer respondents felt that products were on average 62 percent better over the past year with the in-house support provided by ARGO, 39 percent better than in years past, while field support was 31 percent superior. Lending further weight to the positive changes that have been implemented under Brad Darling’s tenure, dealers indicated that the company’s sales programs were significantly better than in years past, dealer profitability had improved 20 percent from 13% gross margin (GM) to over 15% and the company as a whole was rated as 33 percent better in terms of its ease to do business with.
Among other findings, dealers were asked how satisfied they have been with the ARGO Xtreme Terrain Vehicle as a product during the past year in a number of different areas. There was near unanimous agreement among dealers on their satisfaction for the ARGO’s performance, capabilities, visual appeal, product qualities and features, with the overwhelming positivity bolstering the upgrades that have been made to the iconic amphibious vehicle, which next year celebrates its 50th anniversary.
Brad Darling, president of ARGO commented, “The results from our Dealer Satisfaction Survey provide great affirmation for the positive changes and improvements that we as a business have implemented over the past number of months. Everything that we’ve undertaken has been done with our network’s best interests at heart and I’m thrilled that our dealers have been so receptive and positive. All these changes and the fact that we can offer a product with high dealer margins have made it attractive for new dealers to join the ARGO family. We’ve got lots more exciting initiatives, products and improvements in the pipeline as we work towards our 50th Anniversary and 2018 model launch. I’m confident that our network will continue to embrace each of them with open arms.”
To round out the survey, ARGO dealers were also asked their opinion on ARGO vehicle use and how customers are using their vehicles. Among ARGO riders, dealers felt the principal use was hunting (44 percent). Adding up the other non-work uses were General Recreation (18 percent) and Fishing (10 percent). The balance of vehicle use was thought to be work related, either Commercial/Industrial (20 percent) or Patrol/Search & Rescue (7 percent).
