For five days Kasim Prescott had a brand new Mercedes-Benz M Class — priced at about $65,000 — on his lot and wanted to show it off. That didn’t happen.
“The first one came in last week and it’s gone already,” Mr. Prescott, a sales manager at International Motors, said Friday, describing the sale of the dealership’s first Mercedes. “I didn’t even have a chance to road test it properly to other customer who were interested. That should give us the indication that we’re sitting on a little baby monster there.”
Even though the Virgin Islands is a small market for auto manufacturers, it can be a lucrative one. With the territory’s estimated GDP per capita of $42,300, compared to the Latin America and Caribbean average of $11,700, there is an appetite here for pricey cars. But a small population has been a major hindrance to dealers’ efforts to import and service luxury brands, according to Neville Sorrentino, a partner in International Motors.
“I think the demand for the higher end luxury models has always been there but the support hasn’t,” he said.
He added that International found that Mercedes was one of a few manufacturers willing to invest in the extensive training that they require of a dealer’s mechanics.
“When you have a premium brand, you have to make sure you have the back-up and the training,” Mr. Sorrentino said.
Previously, wealthy customers who wanted to have a Mercedes here were forced to import them from St. Thomas or Miami and found that they couldn’t always get the cars serviced locally by an authorised dealer if something broke. Although the dealer expects to do a “fairly low volume” of Mercedes, International will benefit by having its 10 mechanics trained to an exacting standard, Mr. Sorrentino said. Mercedes has already sent a representative to assess the mechanics’ skills and will require them to undergo a 12-month online training programme.
“We’re elevating our staff to understand how to deal with a premium brand,” Mr. Sorrentino said.
He added that the company is planning regular shipment of the brand — its GLA-, GLK- and M- classes — and may build a small showroom for them if interest continues.
Land Rover
At Burke’s Garage, which features Land Rover among its offerings, sales of premium vehicles can be “touch and go” in this economy, according to Theodore Burke, the garage’s general manager. The company has sold cars in the VI for 40 years but adopted the Land Rover brand in 2002. Customers like the vehicles, he said, not just because they’re a status symbol but also because they can handle Tortola’s topography.
“They’re capable vehicles, you feel safe in them,” he said. “There’s a lot of technology in them and it makes people feel comfortable.”
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