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Lifestyle Motors Limited

LifeStyle Motors, the appointed Suzuki dealer in Trinidad and Tobago, started its operation in January 2004. LifeStyle Motors is a joint venture between The BARADA Group of Trinidad and Tobago and Hadeed Motors of Antigua.

After many years of disappointing representation by the former dealer, Neal & Massy Motors, Suzuki’s Caribbean distributor, Interamericana Trading Corporation, decided to set up a new dealer aiming to enhance Suzuki’s penetration and expand its market share.

LifeStyle Motors’ new facility was completed in May and the inauguration ceremony was celebrated on May 28th, 2004. This facility which incorporates full service and parts warehousing, is located on 6,100m2 with a 1,100m2 showroom.

In the first short year, LifeStyle Motors had been able to improve on this share and to enjoy an increase to 4.8% of the new passenger vehicle market and has improved its position to 5th with a total unit count of 399. In 2006, we were able to increase our market share to 5.9% which placed LifeStyle Motors 5th in the market for passenger vehicles and a total of 605 units sold. The demand for Suzuki vehicles are very strong and supply unfortunately cannot keep pace where many models are sold out for up to three months in advance. For 2007, we have improved Suzuki’s position to 3rd in the passenger vehicle market with 9.9% share and a unit count of 1,157 new Suzuki vehicles sold.

These achievements would not be possible without stellar Customer Service in After Sales regarding the high quality of our technical staff to complete and efficient parts distribution. Without proper After Sales Service it would be impossible for LifeStyle Motors, as a new upstart, to maintain the previous market share. LifeStyle Motors’ market share gain is a testimonial to our Customer Service and the confidence earned within the purchasing public.

Furthermore, we have been able to “take Suzuki up-market”. Suzuki’s reputation under the previous dealer was one where the marque was looked upon as being “cheap, small cars that rust and turn over”. Through a vicious marketing campaign, beautiful showroom, stellar customer service and parts availability, we have been able to turn Suzuki’s image into one that is now the envy of the industry.

LifeStyle Motors has also been appointed as the exclusive Porsche dealer for Trinidad and Tobago. Operations commenced with our official launch on December 5th 2005. For the model year 2009, Porsche has awarded LifeStyle a revised price list in US dollars. This is a testimony to Porsche’s trust in LifeStyle being able to move a significant volume from mid-2008. Porsche has decided to sacrifice unit margin for volume with a dealer that can deliver.

Chrysler, Jeep and Dodge franchises have also been appointed to LifeStyle Motors. The availability of suitable Right-Hand Drive vehicles has been the challenge here. However, we do expect these marques to continue to build. For 2007 and 2008, this has continued to be a challenge with RHD supply as Chrysler struggles to reorganize.

Our new State of The Art Showroom and Service Center opened in San Fernando in March of this year. On the day we opened our doors to the public, we sold five Suzuki vehicles. Our customers are very pleased and Service and Parts are due to open by the end of April. A facility for Tobago will then follow.

Development of in-house financing will also be completed in the very near future. Innovative products will be introduced into the Trinidad and Tobago market. Products that will ensure further growth of LifeStyle Motors’ market share and the marques that we represent.


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