Car City’s newest sales manager is banking on the company’s reputation.
‘It’s all about choice,’ said Lolita Esteban, who has led the sales team since January.
She said sales at Car City have always been strong because customers know they’re not just purchasing a vehicle, but the guarantee of good service.
Car City’s sales department offers vehicles from four distinct brands: Chrysler, Honda, Mitsubishi and Daihatsu.
‘We have a versatile model line-up, from small economic cars to more upscale vehicles like the 300C,’ she said. ‘We also provide work trucks, vans and the more versatile luxury Ram trucks. It’s this choice of product that clients appreciate and we plan to continue expanding our lines.
‘After Ivan, there was the panic-buying phase. People just needed a car, any car,’ she said. ‘That frenzy spurred the industry sales temporarily. Now customers are in a position to consider what they really need; what vehicle would best suit them, their finances and their lifestyle. Basically, it’s the market that determines the type of product required, and that’s where we look to understand what sort of vehicles we need to sell. Ultimately, the key to any successful sales operation, is meeting the needs of the public.’
Mrs. Esteban notes that part of Car City’s ongoing success can be attributed to the personal touch and strong work ethic of management and staff.
‘We treat people the way we would like to be treated. It’s part of who we are and that attitude filters down throughout the organization.
‘A sales team’s strength lies in strong organization skills and a professional approach; and it helps when you have a good product,’ she said. ‘This confidence in our cars and continuous improvement, supported by the four manufacturers, provides our sales staff with the tools and knowledge to assist customers in making the right decision.
‘We understand that a car is a big investment, and sometimes people need time and a lot of information when considering their options.’
Before joining Car City, Mrs. Esteban, who is married to sculptor Horacio Esteban, worked for General Motors’ regional office for five years. Already equipped with strong administrative skills gained in Cayman’s banking and tourism industries, she started out as General Motors’ human resources and office manager and was then promoted, first to corporate marketing administrator and then to the position of district sales manager for the Caribbean region.
Coordinating the sales function for 12 different countries has provided her with a unique view of the car industry in the Caribbean.
‘Obviously there are many similarities in the car business throughout the region, but each market also has very distinct differences that need to be considered. The overall theme may be the same, but if you add to that the countless variations of industry, economics, local policies and politics, suddenly you understand the complexity of this business.
‘The right attitude is a critical ingredient in any service related business. I grew up in retail, in my father’s supermarket on the Brac. My father always taught me that the customer was not just the reason for our business but that they were the business and I live by that.’
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