Value-driven #1 Cochran finds opportunities for future growth

Everyone knows that the automotive industry faces its share of challenges, but Rob Cochran has no doubt that for every challenge there is another side of the coin — opportunity. “I am very bullish as to what the future holds,” said Cochran, president and CEO of #1 Cochran dealerships throughout Metropolitan Pittsburgh.

More than merely giving lip service to such optimism, Cochran has stepped up his company’s investment in the business with three economic initiatives in the past three months.

In February, a brand-new collision center was opened in Robinson Township. “It is,” said Cochran, “an environmentally friendly facility.” Another plus: the new, expanded facility has added jobs to the payroll.

Soon after the opening of the new collision center, a new, state-of-the-art #1 Cochran Kia dealership facility opened in Robinson Township. The two months following the opening, said Cochran, were the best two months yet for Kia at the Robinson location.

This feat was all the more impressive, said Cochran, because it came on the heels of Kia’s string of year-after-year sales increases in the Pittsburgh market. “Kia,” Cochran explained, “has a lineup of great products and offers great value.”

And, before 90 days had elapsed, Cochran took yet another initiative, relocating the company’s South Hills Hyundai dealership from an older facility into a newer one.

With #1 Cochran dealerships currently found under 12 different rooftops located in Monroeville, Robinson and South Hills, the company has a mega-presence in the Pittsburgh market. Franchises currently include GMC, Pontiac, Buick, Cadillac, Hummer, Saab, Saturn, Hyundai, Infiniti, Kia, Nissan and Subaru. There is also a second collision center in Monroeville.

Originally founded in the 1960s by the late Bob Cochran, Rob’s father, the company has weathered any number of the automotive industry’s ups and downs. “What we’ve learned over the years,” said Cochran, “is that you have to adapt.” To that end, #1 Cochran has geared itself to the current and future needs of consumers. That means, said Cochran, that the company is putting an ever-greater emphasis on becoming a value-driven organization.

“The brands that are performing best are the brands that speak to value. We feel that we have just such brands in our portfolio.”

One of the outstanding performers, according to Cochran, is Subaru, which he described as a “wonderful” value. It not only beat year-over-year sales figures, but also offers excellent lease terms.

Two more highly value-oriented brands, said Cochran, are Kia and Hyundai. Both deliver well-designed, high-quality products with affordable transaction prices.

And what about the GM brands? Cochran has had a longstanding relationship with GM, and he expects it to continue into the future. “I am optimistic that when GM comes out of its current situation, it will continue to be a strong competitor and a strong partner for us. As GM comes back, we’ll be even better positioned because of it.”

Right now, said Cochran, GM offers terrific value in a number of its makes and models. As one example, he points to the 2009 Saturn Aura, a midsize sports sedan. Introduced in 2007, the Saturn Aura won North American Car of the Year honors. It was hailed as a true competitor, and the 2009 model continues to earn accolades. Nimble, responsive and smartly styled, it comes in four models, starting at an MSRP of $23,375.

With 12 different franchises, representing six different automobile manufacturers, at various locations throughout Pittsburgh, Cochran feels the dealerships have much to offer in the way of choices and value. And what is offered also includes pre-owned vehicles, which have become a growing part of the business during these value-conscious months. Because of consumer demand, said Cochran, pre-owned vehicle lots have been expanded or added at nine of the dealerships. Manufacturer’s certified pre-owned vehicles are subject to a vigorous inspection process, come with a warranty, and offer buyers excellent benefits and pricing.

“If we don’t have a pre-owned vehicle that a buyer wants at one location,” said Cochran, “we have such an extensive inventory, at so many locations, that we can find the specific make, model and year a person wants.”

In addition to providing value to the customer in terms of product and choices, Cochran also puts an ever-increasing emphasis on service. The newly opened collision center in Robinson speaks to that commitment. Hard assets such as automobile inventory are essential, but soft assets — service, relationships with customers — are every bit as important. “We can never forget that we have to satisfy and serve our customers to the very best of our ability, day in and day out,” said Cochran. “And we have to keep improving.”

One important aspect of Cochran services these days involves financing of vehicle purchases. Finance departments for the various dealerships can assist buyers in securing loans, refinancing car loans or adjusting the terms of their contract. “Because we do so many vehicle transactions,” said Cochran, “we have a great number of lender contacts. So we can help people acquire the financing they need.”

As far as new initiatives go, Cochran isn’t finished looking at fresh opportunities just yet. Now, he believes, is the right time for the company to pave the way to the future. “The next few years,” he said, “will be a good ride.”

In the midst of this period of change and challenge, said Cochran, there has seldom been a better time to purchase a new vehicle. Incentives offered by manufacturers and dealerships, he points out, are at an all-time high. These incentives mean the customer is able to buy more car for less money than at any time in recent memory. But, said Cochran, as the economy begins to get back into gear, the cost for new cars will inevitably go higher.

“Don’t wait,” said Cochran, “because there will be a cost involved in waiting too long to buy a new vehicle.”