In terms of a sales strategy, I've been in this business for 25 years and there are two fundamental elements to a solid sales strategy. The first is product. In a declining market it's difficult to bring out the kinds of products that will excite customers to come into showrooms. Without that product, without the R and D, without the profitability of the industry, there is no new product. And when there is no new product, there is no future sales strategy.
But all future sales strategies of success will be led by new products, exciting products. You've heard from a number of manufacturers, some of whom will disclose some of the future products they have coming up. Some of us keep them closer to the vest. The most important thing we can do is keep focused on the future and bring out the products that meet the needs of the customers--more fuel efficient, more environmentally friendly, more cost effective, and just more exciting design and engineering attributes. The product has to be number one.
Number two, then, has to be the ability to finance those new products and to promote them to the middle-income Canadians who cannot afford the higher payments today, to be able to have, for instance, lease options, where they're not taking full possession of the vehicle and the ownership and the cost associated with that, but they can lease it, understanding that after a certain number of months they can return the car and buy another car. This increases term rate as well and improves profitability not only for the manufacturers but also for the dealers.
The sales strategy for us is really twofold. It's to ensure the R and D investment continues to bring out the exciting products, and then to work with the government and the banks to ensure financing is available so that they can finance those new products.
Thank you.