Consumers have placed warranty and MOT with a service at the top of their wish lists when buying a used car. The two key features were chosen by 82% in a survey by RAC Dealer Network, when almost 2,000 motorists were questioned about their buying preferences.
The survey demonstrates the necessity for car retailers to offer a wide-range of quality aftercare products. Warranty can be a deciding factor for a customer when purchasing a vehicle from your forecourt but it can also lead to an ongoing relationship, as they are more likely to return for repairs and, eventually, a new car.
Download our free eBook – Complete guide to Warranty – for further information.
Code of practice also a priority for consumers
Following warranty and MOT with a service as key features is; having the car prepared to a high standard (76%) and reassurance the dealer conforms to a recognised code of practice (56%). A good example would be The Motor Ombudsman (previously Motor Codes) Code of Practice, which Car Care Plan Chief Executive Paul Newton spoke about in our previous blog.
Paul said: “Subscribing to a Code of Practice helps customers identify responsible business operators, it helps them build trust and, ultimately, raises satisfaction levels and retention. I’m absolutely convinced voluntary commitments raise standards of service and provide buyers with extra layers of protection without them having to resort to regulatory bodies.”
Other benefits mentioned in the survey include; a money-back guarantee (57%), a full valet with a free tank of fuel (28%), free breakdown cover (19%) and drive-away insurance (15%). The survey also asked why motorists would not buy from an independent dealer, with pre-existing mechanical issues (67%) topping the list, followed by not trusting independents (38%) and an insufficient sales package (31%).
Internet plays key role in purchasing decisions
Further headline findings from the survey included 95% of respondents saying online reviews have some impact on choosing a dealer, while 58% said online reviews affected their vehicle choice. The findings highlight the need for car retailers to embrace digital technology as advances in mobile devices, the increasing accessibility of the internet and the proliferation of social networks have all had an impact.
In our free eBook, Digital Technology for Dealerships, we look at how customers’ purchasing journeys have changed, with the ability to quickly and easily explore their options online. We delve into the importance of digital technology for both consumers and retailers and what your business can do to attract customers to your forecourt through your website, social media and other online communication channels.