SG Petch Puts People at the Heart of its Success

Staff from local dealer SG Petch, will soon be taking part in an innovative new training scheme which has been introduced by Mazda UK. Britain’s 1991 world championship 4×400 metre relay team of Roger Black, John Regis, Derek Redmond and Kriss Akabusi are sharing their experiences in dealing with change and improving performance, as part of the ground-breaking new Mazda management course.

“The first step on this new approach is the launch of two new programmes designed to put our people right at the heart of our success. ‘New-to-Mazda’ is a brand immersion event, while ‘People@Mazda’ is a leadership development course designed to help mentor new leaders,” explains Sam Petch, Dealer Principal, SG Petch.

Both courses are run by Mazda UK’s renowned Academy which is responsible for training all staff including workshop technicians. The first course, New-to-Mazda, is a day-long brand immersion event for new dealer staff and is described by Mazda UK Managing Director Jeremy Thomson as a “complete immersion in the Mazda brand.”

New-to-Mazda is inspired from best practice brand engagement from outside the automotive sector. Mazda believes its short, intensive day course will equip new recruits at SG Petch with the knowledge, confidence and passion for the brand to talk to customers in an engaging way.

“The day-long course focuses on the Mazda product range with extensive driving on the Donington Park race circuit, while also providing new staff, both sales and after-sales, with an insight into Mazda’s history – improving advocacy and loyalty within the brand,” adds, Petch.

The People@Mazda leadership programme, which features members of the British 1991 world championship 4×400 metre relay team, has been created to ensure that Mazda’s industry-leading SKYACTIV technology models are matched by advanced leadership capabilities within the dealer network.

“The new leadership development programme is designed to focus on how the management team at our Darlington and Durham showroom coach and develop staff to improve performance. The Mazda Academy believes it will be recognised as one of the most innovative courses in the automotive industry thanks to its bespoke nature and approach to individual dealer needs.

“However much we progress as a company with Mazda’s technological advancements, our most important resource is and always will be people.

“People@Mazda is just at the start of an exciting and creative journey during which it aims to break free of all the traditional rules of training and development in the automotive industry and create something truly unique,” concludes Petch.

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