How would you describe Motoreasy?
We are not a warranty company – we like to see ourselves as a motoring association. We sell warranties, car servicing, MOTs, GAP, breakdown insurance. We offer an account area, so people can find out when their tax and MOT is due. We offer valuations and user guides to add value. We make sure the workshop knows what they should be doing, that they are not doing what they shouldn’t be doing and that everything they are doing is at the right price. We are managing the whole process and people really like having that support.
How extensive is your dealer network?
Our database is about 10,000 workshops. We have three tiers and try to get most cars into the first tier, so we can drop down if they are busy. Independents are a large chunk , we also have relationships with two of the biggest fast-fit chains. Franchised dealers are the fastest-growing area in terms of trade relationships. It’s less than 10% of our network, but that’s growing.
How does the pricing work?
We try to give the customer 50% of our margin generated out of the fleet discount based on offering a certain amount of volume. We should be able to compete with any price available. Most workshops we work with are utilising 80-90% of their ramp time – we are saying ‘let’s sell that spare 10-15% for you and all we want is a sensible discount’. We don’t want to be the cheapest car in the workshop, that would be no good for the long term.
How many consumers have joined up?
We have got the customers and we are adding more by promoting our MOT and servicing products. It’s just finding good workshops who like the automated processes and understand how it works.
One of the downsides of working with some of those websites is that you are attracting very price-driven customers. If the car comes in with problems, it is tying up the ramp time, it can be quite unprofitable work. Our customers are looking for a quality garage with the right level of service.
Currently there are about 20,000 warranty, 20,000 GAP and 10,000 service and MOT customers .
What’s your profile of customer?
We do have some cars still covered by the manufacturer’s warranty, who use us for service and repairs and we want to grow that. Ideally, our profile of customer is owners of vehicles aged three to seven years old.
How does technology play a part?
Machine learning is vital in a number of areas, so we can work out where to send customers for certain jobs through customer and engineer scoring. Our software knows the cost of a service for most repairs, we have a generic price and every time we do a service or repair, it all builds into the machine learning so we get the prices better every time.
What are your future plans?
We plan to develop Motoreasy into an all-encompassing motoring association. We already offer car leasing. We have a range of four or five products coming between now and Christmas, such as SMART repairs, alloy wheel and tyre insurance.
We see it developing more into a marketplace. We want to develop the account area, where everyone can promote their products and services. The more of a marketplace it is, the better it is for everyone, it builds into a stronger proposition.
We are also launching a trade pilot programme aimed at independent garages in rural areas, supplying them with parts. In some cases, we can get the parts cheaper. We are striking a really good balance in striking a ‘win-win’ for the customer and the workshop.
How will changing consumer behaviour and attitudes affect the business?
I don’t think people want to do car-sharing. In general, people like to own their car, they want to keep their phone charger in it. I don’t think that’s going to change, but at the same time attitudes are changing, people just don’t want the hassle of looking after their car and that’s where we are helping. We have been going for two years in October and it’s flying. Customers like it and I think we have a lot more to bring. We offer real value to consumers and great service and support to workshops.