Word: rikess
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Some see signs of change within this tight circle. Mark Rikess, 45, once ran his family Chevrolet dealerships in Minnesota and now heads a Los Angeles consulting firm that advises other dealers on ways to improve their selling practices. He has noticed that his clients tend to fall into the same pattern: second- or third-generation owners, college educated, between 35 and 45. "They want to change," Rikess says, "not because they are going to see a financial advantage today. They just don't want to run the business the way that Daddy...
...comfortable to ride in. Says Lynette Maker, a nurse in Burlington, Wis., of her new Cherokee Chief Jeep: "It has enough room for hauling and doesn't drive like a truck." The vehicles can also be purchased with air conditioning, power seats and expensive stereo equipment. Says Ed Rikess, owner of Southview Chevrolet in St. Paul: "The biggest option is the fanciest music system we can get." One out of four small pickups is sold with four-wheel drive, which provides greater traction on slippery roads and the freedom to gambol across beaches and hills...
...strong as 20 years ago. Prospective convertible buyers, however, do not care about those boring statis tics. What they want is the wind in their hair once more. As for dealers, the most important thing about convertibles is their uplifting effect on sales. Says Ed Rikess, a Chevy dealer in St. Paul: "If we get people in to see it, we can move 50% of them into something else." -By John S. DeMott. Reported by Dorothy Ferenbaugh/New York and Paul A. Witteman/Detroit
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