Case Study

Ali Haider loves what he does. He just isnt crazy about how others see him. Ali is the owner of A&H Automotive Sales, a used-car dealership in Kabul with about 30 cars on his lot at any time.

Used-car dealers deal with pretty bad reputation, says Ali. Just why, he isnt sure. He didnt realize there was such a stigma attached to used-car dealers until he opened his dealership in 2017. At Eid, when family members would ask what I was doing, Id tell them, and theyd ask me why Id want to do that.

Regardless of the publics impression of used-car dealers, Ali loves his business. He enjoys being his own boss. He likes being the sole salesman on his lot. He relishes the diversity of his work-he does everything from buying the vehicles, to fixing them up to sell, to helping buyers arrange financing .And, very importantly, Ali likes the opportunity to work with customers. There are thousand guys out there selling cars who are better at selling than I am, Ali says. Im more interested in having a relationship.

One of Alis strengths is that he loves cars. Its in his blood- his father worked for a newcar dealer and frequently traded the familys cars. Ali believes his intimate knowledge of cars make it easier for him to sell them. I can tell you whether the car has 75 percent of its brake pad left or if the brake pads are new, because I did it

To build a meaningful relationship with a customer, Ali has to overcome the stereotype of a used-car salesman. He thinks this might be coming from the hard-sell techniques used by some in his business. I dont think it would take a customer long to get jaded if theyre out shopping for a car. That is a hard thing to overcome.

Its frustrating to Ali when potential customers see him as just another shady salesman.

Because he works hard to build a customers trust, it hurts him when he realizes that hes failed. If they [customers] question my integrity that is the hardest thing.

Requirements:

1. Explain how you think the stereotype of used-car dealers developed.
2. What if anything, can Ali do to counter this stereotype? iii. In what ways might this stereotype be beneficial to Ali? To potential customers?

iv. AutoNation is #93 on the 2019 Fortune 500. It has created a huge business by exploiting the publics perception of used-car dealers. What do you think they have done to change the stereotype?