- Ed Kenley Ford in Utah uses a unique approach for luring in buyers with its "E.K. Truck Corral," which houses the headquarters for the dealership's truck sales.
- The building is separate from the dealership in a log cabin complete with a potbelly stove, bear skin and salespeople dressed as cowboys.
- About 70-80 percent of the dealership's new car sales are made up of truck buyers.
LAYTON, Utah — Making a customer feel comfortable is a top priority at Ed Kenley Ford. Sometimes it takes creating an inviting atmosphere for just the right touch.
Separate from the main building, the log cabin is headquarters for the dealership's truck sales.
With a potbelly stove, a bear skin wall hanging and salespeople dressed as cowboys, truck buyers feel as if they're at a mountain escape. The approach is a good one, given that historians say the cowboy is an American folk hero.
About 70-80 percent of the dealership's new car sales are made up of truck buyers, Troy Arave, truck corral manager, told Edmunds.
"It's a way to differentiate ourselves from the other dealers," said Arave, who noted the mountains are about a half-hour drive away from the corral.
The cabin was built in 1993 based on some ideas from employees.
"We've had a fantastic response to the truck corral," he said. "It's all about the mountain lifestyle."
Edmunds says: This savvy dealership taps into a key part of the American psyche.