Spike Milligan's 1930 Austin Heavy Tourer

Spoke Milligan : The best car accessory.

As we celebrate, what would have been spike Milligans birthday, April 16th 1918, we thought we would look at his history with cars.

The main thing to remember, was that Spike Milligan wasn’t really into cars. Possibly because, since he arrived in London at the age of thirteen – having been born in British Colonial India – he worked in and around the capital. 

Working as a trumpeter during the evenings didn’t call for a flashy car.  Just something you could park easily if the latest gig was too far from a tube station.

"Old Min". Spike Milligan's 1930s Austin Tourer, purchased as a gift by Peter Sellers

Only two cars stand out in period press, The first was the latest, in the 1960’s, ‘new’ Mini (Don’t be confused with the modern BMW Mini, these things were properly small, they made a loss on every one sold, but they were an icon!)

We can really ignore the Mini, virtually every celebrity had one in the swinging sixties, including John Lennon, whose was driven about by a 6 foot 6 chauffeur.

No.  The real hero of this story, is the little car that Spike was gifted by his friend and fellow Goon, Peter Sellers.  Sellers, unlike Spike was a serial car nut, often buying and selling a new car on the same day, as the whim took him.

The car in question was a small 1930 Austin Heavy Twelve Open Road Tourer Deluxe, that the pair quickly christened ‘Old Min’ after a character on the Goons radio show.

Don’t worry if you don’t have any idea what one was either, most under 30s back in the late sixties had no idea what one was.

Peter Sellars bought Spike the car as a gift, not a whim this time as Spike had expressed an interest on first sight.

The twist comes with Spikes preferred accessory, as per the title.

Only a few weeks after gifting the car, Sellars decided to take the car back – his reasoning, “Spike had left the car out in the rain”, an understandable sin to the international movie star who had a fleet of exotica stored in a dry garages.

But also because Spike had replaced the cars temperature gauge – commonly found at the front of the bonnet on pre- WWII cars – with . . . . a coffee percolator.

In case he fancied a cup of coffee on the way back from a gig we assume. Some people had style without shouting about it.

True to all marketing principles, the car was sold recently at Bonhams (photo above) who maximised the previous owner(s) in all their adverts. A bit like Google Reviews or web site back links? I don’t think so.

Apparently AI is already with us. Everywhere.

Do you have an AI Kettle?

Ok, I understand. AI is the latest buzz word.

But do we really need every minor technological introduction or update to be ‘AI controlled . . .’

I was surprised how many mainstream news feeds commented on the Princess of Wales ‘AI manipulated family photo’.  What ever happened to the derogatory term – ‘photoshopped’.

Is everything with a computer AI nowadays - what do you thnk

The same applies with cars.

Hardly a week goes by without the latest AI update to improve battery life, charging time, air-con efficiency or route to the pub.

And most of it is basic mathematics. In a little equation.  Opps sorry, ‘in a little algorithm,’ my mistake.

We didn’t shout in wonder every time the sat-nav software updated and gave us a different route because the A34 was blocked. No, why?  Because it’s not AI. It is created a different result from a predetermined set of parameters, that happened to change.

And that’s what 90% of these purported AI advances are.  “The machine has worked it out. It learned!, ooooooh”.  Er, no.  The parameters of the equation changed that’s all.

AI has to learn the parameters and the initial question. Not just calculate.

But then it does sound good in marketing terms. Something new and shiny to shout about 🙂

We have done a number of campaigns this year where the customer can – “come down and, in addition to the £4,000 discount we’re offering, see the latest AI on the new XYZ EV rocket”

I’m not really moaning.  But it does make me smile. As they say, “nothing is new under the sun”, and AI is just the latest way to make something sound ‘new’, and therefore attractive, and therefore worth buying.

Interestingly – If you forget the early paper based systems, would you say the 1987 Toyota CD driven sat-nav, or the 1990 Mazda GPS sat-nav was the first ‘production’ satellite navigation system? What do you think?

I hope you’re all having a busy March.

Cymark, supporting the Motor Trade for 29 years

Cymark. 29 years young

Cymark celebrates 29 years providing no commitment telemarketing and email campaign support to the Motor Trade.

‘My god, you made it to 29 years.’ This has happened a few times this week. Not quite as catchy as 25 years, or 30 years, but 29 years is a long time supporting one industry.

A great thank you must go to everyone who has worked for Cymark during that time. Lots of late nights and hard graft. You laid the foundations for today’s company.

In those decades, we have worked for numerous manufacturers and hundreds of individual retailers, providing successful and cost effective telemarketing and e-marketing for retail sales, local business and LCV sales and database building, aftersales service bookings and post service follow up.

The pandemic brought a lot of changes. Cymark streamlined its processes (we got rid of the big white binders so many of you remember). It’s all online and easily accessible. We still make on-site visits, we want to make sure we are doing it right for your retailer.

Successful industry marketing and comments are included within other blog pages.  Make sure you subscribe.

Guy Winter

01423 501234

07711 978908

Have a look at the links across the top of the page for Retail / Service / Sales Conversion information.

What would you like for Christmas

What do you want for Christmas?

Santas choice. Do you stock ICE or BEV and PHEV models for Christmas and into the New Year.

In the car world, I think, we would like to know what stock we should be carrying into Qtr1.

In addition to retailers reducing the levels of very expensive stock on the books we also have the dilemma of petrol, diesel or electric and hybrid.

The #BEV and #PHEV models have been looking very unattractive, mainly because retailers were blowing thousands of pounds on the part exchanges they took in.  You don’t want to be caught with a £4,000 loss per car.

And the customers know this.  It took a few months, but buyers cottoned on to the fact that the electric cars they could smugly show the neighbours are now, potentially, a bit of a disaster area for residual values.  At least they purchased the car on PCP with fixed balloon payments.

So no problem them.  Well, someone has got to pay and I’m sure the finance houses will keep their rates high long enough to clear any debt. Which might slow the start of 2024.

So what about January and Quarter 1?

We are urging retailers to get their plans in early, our call centre is filling up with fast start events from retailers looking to get 2024 off to a flying start. The hope is that manufacturers come on board with continued deposit contribution offers.

If you have pencilled in either new or used car events for January and February give us a call so we can reserve your campaign a calling slot.  Don’t leave it too late like many dealerships did in 2023.

Coming next week – The 12 cars of Christmas.

Summer – Flying High or feeling the dip?

How has your summer been in the Motor Trade?

Depending upon the franchise and the available model mix from stock we are seeing a diverse set of retailer results.  All driven by the level of enquiries.

Should we expect it?  The summer months were always a big dip in the years enquiries, but over the past few years the pandemic has smoothed out a lot of the peaks and troughs.

Overall the picture is good.  This August we are seeing the level of enquiries only slightly lower than the peak of 2021.  The agency model sites and the ‘electric only at the moment’ brands seem to be fairing the worst, but the levels are still strong right across the board.

On the marketing side, the push for new car events has returned as we try to drive customers into the showroom and encourage them to start a new customer journey, particularly if September registrations are looking weak.

If you can plan the DM in advance and schedule any calls at least 10 days before the event, you are likely to have some success.  There are some tricks of the trade to ensure provisional bookings turn up, but at the moment if the offer is good or the finance rate attractive enough, event marketing calls are creating strong appointments.

96 sales from our last event is not to be sneezed at.  (Discounted call rate of just £1.65 per record)

#eventcalls, #customerjourney, #showroom