Dealerships suck. I'm sorry if you're a dealership employee, but come on, you know this, I know this, everyone knows this. It's not an inviting place, the people are there to rook you, the lights are hard fluorescents, and you're more likely to find the Ark of the Covenant than the actual machine you were looking for when you stepped into it. Even some of the more high-end or vibe-based dealerships still fall victim to some, if not all, of those traps, too.
But you can't have that type of experience if you're trying to relaunch a brand—i.e., Norton Motorcycles—as well as launch it properly in markets you've never been before. You can't have suck because that's basically a death sentence to your reemerging brand and its success. And Norton knows it.
