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Discussion Starter #1
I want to let anyone that is living in new york to know that Paragon Acura located in Northern Blvd in New York is a total rip off, full time BS ,and they are not honest about anything. I had dropped off my car there 3 times for a window tint job and they told me it was a 1 days process that one day process lead to 2 days with nothing done to the car. They didnt tint the window and they told me that my sachs molding were damage. I waited for a week and also paid for the parts and then dropped the car again at the dealer. They told me it would be done by afternoon. Got off work and went to the dealer hoping they were done with the car and guess what they didn't even tint the window or fix the sachs molding. they lied to me when i called them in the afternoon and said they had already started fixing the sachs molding and tiniting. When i got there they're excuse was the other side of the sachs molding were damage so the tint guy didnt want to tint the window until the sachs molding was fix and i was told early that both the sachs moldings were damage and i had already paid for it. So this is my experience with this dealer and i want EVERYONE to know not to go to this place to buy a car or get anything fix. They just gonna BS you with your time and money.
 

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, Administrator Emeritus
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A competent tinter can complete a full tint job on a sedan in approximately 3-4 hours. I cannot see how it's a 12 or 24 hour process. Dealerships like that ought to be shot and being allowed in business.
 

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Vancouver, B.C.
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255 Posts
wow.. i had mine done in 2 hrs.. is it just the salerperson tho? coz we can't judge a dealership from only one bad experience with their worst employee.. peace..
 

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whatever
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sorry to hear that.
I have read many, many bad reps about PARAGON Service...don't think I ever read a good one. Basically just stay TF away.
Their pricing is very cut-throat.

But why oh why would you let dealer do the tinting ?
1) Last time I checked, tinting is illegal in NY. So would a play-it-straight dealer do illegal things for customer ?
2) They most likely take the car to a tint shop elsewhere, if not, I don't want no "traveling-tinter" do the job.
 

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TSX of the Month Winner
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Discussion Starter #5
The reason why i went to them was becuase i had alot of scratches on my tint now on the car . I went back to my tint shop and showed them the problem and they said that i had to put a felt inside the door panel or something like that to prevent it from scratching. So i went to them figured it was close to my job and also i bought the car there which was also another bad experience.
 

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Donating TSXCLUB Member
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I was going to buy my car from there. They quoted me the lowest price so far but I've also read on other boards that their reputation is not very solid. Does anybody have any experience with Rallye Acura or Acura of Manhattan? If so what was your impression of them.
 

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Discussion Starter #7
Acura of Manhattan on 46 street and 11 ave is pretty good. I went there for service and they did the job pretty quick as for pricing or buying a car there im not sure.
 

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whatever
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farkingicehole said:
I was going to buy my car from there. They quoted me the lowest price so far but I've also read on other boards that their reputation is not very solid. Does anybody have any experience with Rallye Acura or Acura of Manhattan? If so what was your impression of them.
I bought mine from Manhattan, they're willing to deal. But unless you live in Manhattan, I doubt you'd ever want to take the car into the city for services.

yes, service turn around is pretty fast in typical NY fashion, they took only one day to swap out my tranny. They have to be fast - not much room indoor to keep cars around.
 

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farkingicehole said:
I was going to buy my car from there. They quoted me the lowest price so far but I've also read on other boards that their reputation is not very solid. Does anybody have any experience with Rallye Acura or Acura of Manhattan? If so what was your impression of them.
Try Acura dealer on Nostrand Ave. great experience i will definitelly buy from them again
 
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Acura of Manhattan

shadowlegz said:
Acura of Manhattan on 46 street and 11 ave is pretty good. I went there for service and they did the job pretty quick as for pricing or buying a car there im not sure.
My experience at Acura of Manhattan couldn't have been worse. They quoted me a competitive price on the phone, then when I came to the showroom, they denied ever having made such a price quote, and were quite rude about it as well.
 

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whatever
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lenoxroad said:
My experience at Acura of Manhattan couldn't have been worse. They quoted me a competitive price on the phone, then when I came to the showroom, they denied ever having made such a price quote, and were quite rude about it as well.
I have a feeling thing were not so simple but anyway....

which salesperson you dealt with ?
Before you went in, did they have the car you wanted ?
 

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I got my TSX from Paragon, and they also installed the A-spec package for me. They treated me very good when I went back for the A-spec upgrade and cut me a very good deal, gave me a new TL loaner.... thats because I filed a complain with the DA's office about their bad pricing tactics and services after my initial purchase. But now that they are in their new location. Their service in general is a bit better then before.

As for Manhattan Acura, a friend whos much older then me got his 04 MDX from them. Said how they treated him good and such. When I walked into the showroom to shop for a TSX, they didn't even say hi to me once. I know I might look like a kid but what the hack. I did took my car there for my 7.5k service; cost me $162.89 including tax. Engine oil, filter, check & adjust fluid levels, Check air cleaner element, inspect belts, inspect front and rear brakes, rotate and balance tires. It was on a Saturday, took almost 5 hours.

In conclusion, I hate going for car service any where. Thats why I bought an Acura! No stupid break down like some other brands. Going in to deal with stupid people just drives me nutz...
 

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2005 TSX 6MT Nav
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692 Posts
Rallye Acura of Roslyn, NY

I bought my TSX 6 speed w/ nav from Rallye in Roslyn, NY. The service was great. I have yet to try the service department, I have to go see them about a steering alignment issue I have along with a minor blemish on the roof.

I'll let you guys know how they handle it.

As for tinting, I was offered that option the day I picked it up, he said $299 for the tint job. Overnight job. Anthony Muniz was my salesperson.
 

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Donating TSXCLUB Member
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Every sales person is different

I took mine from Paragon Acura today 27,500 + tax for 05 w/ navi, took about 30 min

my family also took 4 hondas previously from paragon honda.. i still have my 99 accord v6
 

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whatever
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ForceSHO said:
Every sales person is different

I took mine from Paragon Acura today 27,500 + tax for 05 w/ navi, took about 30 min

my family also took 4 hondas previously from paragon honda.. i still have my 99 accord v6
all the bad rep I ever heard about Paragon is about SERVICE dept.
Have you brought your cars in for services at Paragon ?
 

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robert_tsxgeek said:
all the bad rep I ever heard about Paragon is about SERVICE dept.
Have you brought your cars in for services at Paragon ?

And yeah, its pure BS.. the line is out the door on Saturday morning before 8AM.. first few times, I got there around 6:45 to get an oil change.. after 9k on my accord, I justed switched to mobil 1 and never been back since..
 

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spyguy said:
I bought my TSX 6 speed w/ nav from Rallye in Roslyn, NY. The service was great. I have yet to try the service department, I have to go see them about a steering alignment issue I have along with a minor blemish on the roof.

I'll let you guys know how they handle it.

As for tinting, I was offered that option the day I picked it up, he said $299 for the tint job. Overnight job. Anthony Muniz was my salesperson.
I totally agree with you. I found the salesmen at Rallye to be the nicest of all the places I went to. What kept me from buying from them was the fact that they weren't willing to negotiate very much. I ended up buying from Acura Valley Stream. That was a mistake that I hope you guys dont make.

I can't hold them totally at fault, the bank also had a hand in this, but I found them to be unresponsive and slow getting things done. What should have been a 30 minute wait to pick up my car turned out to be a week. On top of that they lied to my wife, who went to pick up the car, about the air conditioner. The blower wasn't working but they said it will kick on when she's driving. The wheel locks that were part of the deal were never installed. Now I have to waste a day and go back up there.
 

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Suffolk TSXer
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Paragon plays a lot of games with bait and switch. I had a really bad experience with them -- will not go into details again, but BUYER BEWARE! Just look at the Better Business Bureau site -- they have over 50 complaints against them. Got my SSilver w/Navi AT5 at Smithtown Acura and liked the salesman. He matched Paragon's price and I did not have any of the stress created by Paragon.
 

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#1


It is extremely difficult to increase market share ranking among the top 20 Honda and Acura dealers in the country. Paragon, however, has managed to move up in market share for both brands, from #17 to #1 in Honda New and Used and #36 to #1 for Acura New and Used, and became the #1 Certified Pre-Owned Dealer of the Year in 2010 by selling over 4,000 Certified Pre-Owned. Paragon continues to break records, selling 338 in CPO last month—an all-time Honda CPO record. How did they do it?

Paragon was spending a lot of money on mass marketing and was attracting a lot of customers, but not always the right customers. By casting a broad net with mass advertising they were attracting customers that were not profitable and had a low probability of returning for service and repeat sales. These customers cost more to attract, but generated less revenue, so in the end Paragon was spending too much money per sale, trying to reach the 15 plus million people across the New York City area. An unhealthy gross and a slim chance of customers returning for service or buying another car from them, meant ultimately the lifetime value of these customers was negative.

“We used to pride ourselves on selling customers from across the entire city and state, but after analyzing our numbers we learned those customers are usually not profitable and not loyal, because it’s difficult to retain them for service and repeat sales,” says Brian Benstock, VP and general manager of Paragon Honda and Acura.

Another problem that Paragon faced was working with multiple vendors that had different messages and often competing strategies that were not integrated and confused not only the customers, but also the employees.

Paragon’s goal was to create one strategy, work with one company, and develop an integrated marketing platform across multiple mediums that included research, targeted marketing, traditional, digital, public relations, social, niche marketing, and merchandising, so the message that the customer receives is the same whether it’s seen on television, heard on the radio, viewed online, or on the showroom floor.

While there is no one answer to how Paragon has achieved great success, there is one key approach—they aggressively seize opportunities to implement integrated marketing strategies to attract in-market consumers to buy and service their vehicles with their dealership and they deliver a world-class customer experience that not only ensures customer satisfaction, but also customer loyalty.

In 2009 Paragon seized a big opportunity with the Cash for Clunkers program. When most dealerships were trying to figure out what to do, Paragon quickly seized the opportunity by creating a comprehensive strategy that included a dedicated clunker website, targeted marketing to people who qualified for the program and a publicity strategy that landed Benstock on Fox, CNN, ABC, NBC, and on the home page of MSN.com 2 days in a row for selling the 1st clunker customer in the country. Paragon became #1 selling Honda dealer in country for Cash for Clunkers.

More recently, Paragon Honda aggressively capitalized on the ninth generation release of the Honda Civic. The launch of the 2012 Civic is the biggest new vehicle launch in American Honda history and is projected to pull a record number of consumers into the market. The manufacturer is spending a substantial amount of money to drive Civic customers into the market, and the most successful dealerships, like Paragon, are leveraging this launch to attract those consumers into their showroom.

Paragon has implemented an aggressive strategy to attract as many Civic customers into their showroom as possible. Their Honda Civic campaign, like all their marketing strategies, is a comprehensive integrated campaign across multiple tiers including targeted mail, search engine marketing, digital, social media, publicity, and merchandising.

1st, Paragon performed in-depth market research to identify perfect prospects for the Honda Civic campaign: current Civic owners and consumers driving models that have a high statistical probability of crossing over into a civic, like the Toyota Corolla.

Next, Paragon sought to contact these consumers to notify them about the Honda Civic Upgrade Program via direct mail, email, and text. The campaign message offered buyers additional trade value for their current vehicle and the same or lower monthly payment to upgrade to a brand new 2012 Honda Civic. The campaign drove customers to a campaign website that provided an upgrade calculator that compared their current car to the new Civic, and displayed all the upgrades and improvements of the new Civic compared to their current vehicle, as well as, how much money they would save in gas with the new Civic monthly, annually, and over a 5 year period. A typical consumer can trade-up from a 2007 to a 2012 with over a hundred new vehicle feature enhancements while saving thousands of dollars in gas—a fact based value proposition that is hard to resist and as a result Paragon got more than its fair share of customers with this hard-hitting campaign.

Paragon also implemented a social media component that was centered around a viral video, the 2012 Honda Civic “Heritage” Video, the centerpiece of the Tell Your Story campaign that is aimed to create a visual experience that best represents the theme: “1 Car. A Million Stories.” The video provides Paragon with a custom viral video to inspire traffic and consumer engagement, both on and offline.

The video brings a human element that promotes a generational feel, and connects the Civic with its far-reaching fan-base. “Capturing the Civic’s evolution in correlation with the various people featured in the video was key in attaining the correct tone,” says Sean Wolfington, owner of Tier10 Marketing, the agency that Paragon uses for all its marketing campaigns. Over 50,000 people have viewed the video.

Consumer engagement is paramount to any social strategy, and to further the social media element of their campaign, Paragon launched the Tell Your Story contest that has been implemented to drive user interaction. To enter, contestants visit www.facebook.com/NewCivicand enter their Civic-story as a comment on the “wall.” The story with the greatest number of “likes” wins an iPod Touch at the end of every month during the promotion. This interactive incentive incorporates a viral component to the contest. Organic campaign promotion and positive word-of-mouth branding are just 2 by-products to benefit Paragon Honda.

While Paragon has executed the basics better than their competitors by targeting and marketing consumers with integrated campaigns that are consistent and credible they have also blazed trails and innovated in ways other dealerships have not, including an aggressive Latino marketing strategy, over half the customers in Queens are Latino, and a concerted effort to sell cars to customers in their service department that has resulted in an additional 75-100 vehicles sold every month out of their service lanes.

Paragon has also delved into the future with digital signage that reveals what the dealership of the future will look like with video walls showcasing new products, plasma presentations that emphasize the unique advantages of doing business with Paragon in both sales and service, and even broadcasting a closed-circuit television station that customers watch while waiting for their vehicles to be serviced. These televised broadcasts feature positive programming and videos about Paragon’s vehicles, like their Certified Pre-Owned Program, as well as, educational videos on how to better maintain your vehicle, as opposed to what many dealerships offer: traditional television featuring Jerry Springer, interrupted by ads from their local competitors. Paragon’s digital signage is also complimented by Apple computers on every desk and iPads for all sales staff to engage and help educate the customer on the value of doing business with Paragon and the products and services they offer.

Paragon is successful, because of their unique and aggressive style to capture the moment and seize opportunity. They perform diligent research of in-market consumers, they reach out to consumers with integrated campaigns, and they innovate where other dealerships do not, like through Latin marketing or selling cars out of their service lanes, as well as, leveraging technology throughout all of their departments to create a better customer experience and increase their profitability. Paragon has one strategy and one message integrated throughout multiple tiers. They identify opportunities in the market place where the demand has increased and they are better than their competitors in bringing that new demand to their dealership like they did with Cash for Clunkers and the 2012 Honda Civic—and they will continue to do so.

John Zeiglar is a performance consultant from Performance Company. For more information, please email [email protected] .​
 
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