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Independents turn to warranties to achieve premium sales

Independent dealers are increasingly looking to compete with the franchised network in providing premium vehicles according to Autoguard Warranties.

The business has seen a 34% year on year uplift in enquiries from independent dealers who want bespoke, manufacturer quality cover for three-year-old premium vehicles, such as Porsche, BMW, Mercedes and Lexus.

Autoguard Warranties chief executive, Robert Dockerill, said: “Increasingly dealers are competing head-on with the franchised dealer sector at the top end of the market. 

“By offering potential buyers, premium quality warranties that cater for higher labour rates and diagnostics, dealers can compete on a level playing field with franchised dealers.

“Many premium car buyers assume that franchised dealers have the best facilities and manufacturer-original parts compared with independents. 

“Independent dealers are fighting back with added-value warranties, that have built-in roadside assistance and manufacturer level cover.”

Samuel Evans of Beck Evans, one of Autoguard’s 1,000 customers across the UK dealer network, said: “We approached Autoguard as we were keen to put together a warranty package for a three-and-a-half-year-old Porsche we were selling.  Our customer was considering buying a similar vehicle from the franchised Porsche dealer nearby and the deal came down to the warranty.

“Autoguard Warranties designed a product that was comparable with the manufacturer warranty, with built-in cover for higher labour rates and diagnostics.”

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