Disclosure and transparency
Rob Mackenzie, VP Sales
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Final Coat’s VP of Sales Rob Mackenzie attended this year’s NADA event in search of “the next little tech piece that we need to roll out to a customer.”
The company is known for offering vehicle protection products sold in dealership F&I offices. With more automotive information being disclosed to consumers via the Internet, Mackenzie said they are more educated about the make and model of the vehicle they want, the warranty, the terms and the rates.
“They know everything,” said Mackenzie. “We really want to be a part of their information acquisition prior to a sale so that they can make an informed decision and not have something left out.”
Final Coat is looking to connect with buyers who have a type of “YouTube” attention span — using digital tools like videos to do what an F&I manager typically does in 10-20 minutes. That short and sweet video that offers full disclosure.
“That’s our shortcut to get the message (about our products) to the customer. And then the other thing that we’re always looking to do is to, is to be right at the front of transparency,” said Mackenzie.
“As you’ve seen with the disclosure of our scientific testing, we’re still very proud of it. We’ve got over 200 pages of a published third-party scientific testing on our website,” said Mackenzie, referring to the company’s ongoing efforts to defend the science behind its electronic rust protection modules.
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