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ttmmtAgaterlotttthrttnittie.ta Continued fiom page 25 Williams says the "talori- ty' of people who buy their cars are people from 35 to 60 years old. But the dealership has seen a lot more business from younger people than before. he added. Williams says the main demographic they're now targetting, according to the Volvo manufacturers. are adults who are educated and well-read - not to mention that they normally also enjoy playing golf and other per- sonal sports. its sporty appearance. Customers look for more than cars "Younger and younger couples are constantly com- ing in, That would be the biggest evolution that I've seen, but that goes back to the simple fact that we have this wave of baby boomers who are more successful than any previous genera- In)": at any age," Williams said, "It's all about what the individual dealership is all about -- it's customer ser- vice. customer satisfaction, and if the dealership is will- ing to take it to the next step. That's really the whole pack- age that you buy as a cus- tomer." he said. But despite the targeted demographic range. In Williams it's not just the car the buyer buys into when it tomes to the price tag. The same goes for Dean at his Mercedes dealership. as well as any special fea- tures that may accompany the car, which nowadays is harder to come by when most luxury cars come well- equipped with everything. l "All or most of the mbaels in the car market have the same features. Our safety features. for example, are quite strong on Mercedes- Henz. Safely's not an option tor us," Dean said. "You don't have to pay for 'x' number of options on our cars because they come standard on every single Williams agrees. with Volvo placing a strong focus on safety in everyone of their cars. "Having a technologica1 advantage [over another brand) is very hard because everybody grows on quickly. You really can't trash any- body's product in the auto- motive industry because they all have everything. What sets you apart is a little set of style and definition to detail." said Williams. "But Volvo still promotes its safety as the strongest key feature. It's one of the safest vehicles in the world. and the status. that mum-s with them. " 'l'iLl said there's no doubt tougher mawrials go into making autornotives like BMW's and Mercedes, which is why there's always higher price tag attached to them than say it GM or a Ford. "We don't (repair) many North American cars any- more but you definitely know the difference when you're fixing the cars," Tikl said, who has been running his automotive repair busi- ness since 1980. "The tech- nology that's behind these cars is amazing, where for years and years it's always been a higher quality of body, durability and is more long-lasting. The European cars are always known for that." Because of the more durable materials that go into the luxury cars, they're also often more dimcult to repair than other automo- tives,saidTUl.