Dealership spotlight: Fiori’s secret to success – strict car quality control and employment of social media

Founded in 1964, the Fiori dealership has been serving customers in Italy for 60 years. Initially starting as a Renault dealer, today it also represents Dacia, Fiat, Lancia, Abarth, Hyundai, Jeep, DR, and Evo brands. In addition to new cars, the dealership offers an extensive range of used vehicles, selling over 2,000 cars per year.

Most of Fiori’s used car buyers are new drivers looking for their first car or families searching for a reliable and spacious vehicle. Customers in the second-hand market are often seeking practical cars that are available immediately.

Over the years, the company has employed various strategies to attract customers, maintain its reputation, and increase sales. Since Fiori partners with carVertical, we asked them to share their insights on the industry and the marketing tools they use.

Strict car quality control builds a solid reputation

According to Vincenzo Pennacchio, the manager at Fiori, there’s growing concern among customers about purchasing cars with hidden issues and the lack of transparency in the second-hand vehicle market.

“The biggest challenge in the used car market is maintaining customer trust in an environment where quality and reliability can vary widely. Implementing thorough inspections, providing extended warranties, and ensuring transparent communication about vehicle details are key to overcoming this challenge and building a solid reputation,” explains Pennacchio.

However, not all Italian dealers take the extra steps needed to provide transparency. According to a study by carVertical, only 20% of Italian dealerships allow buyers to conduct a technical inspection, 19% provide service records, and only 6% offer a vehicle history report with the car they sell. This lack of transparency among many dealerships creates an opportunity for businesses like Fiori to stand out and attract new customers.

Fiori has a rigorous selection and quality control process to ensure that every used car in its inventory meets the highest standards. This commitment helps the company maintain its strong reputation and keep customers satisfied with their purchases.

Fiori works to ensure buyers find cars that fit their needs. Many people may have a misunderstanding of the kind of vehicle best suited for their lifestyle, so offering expert advice is a crucial part of the dealership’s service.

Targeting specific groups on social media

No business can thrive without marketing, but the strategies companies choose vary. Fiori Marketing Director Vincenzo Pennacchio emphasizes the importance of an effective media mix to reach diverse target audiences, reflecting the variety of products and services the dealership offers. Special attention is given to digital advertising and especially to social media, for direct and immediate interaction with customers.

The company promotes its offers and new inventory on Facebook, Instagram, and TikTok, effectively targeting specific customer groups.

“Social media provides the ability to target specific market segments, enables direct interaction with customers, and offers detailed data to optimize advertising campaigns,” says Pennacchio.

However, not all Italian dealerships are as modern in their approach. While 73% of Italian dealers sell cars online, many still rely heavily on physical marketplaces. In an ever-evolving market, Fiori's focus on transparency, quality control, and targeted marketing sets it apart from competitors. As customer expectations continue to rise, these strategies will help the dealership maintain its success for years to come.