The ‘Price Promise’ offer, which includes tyres, exhausts, brakes and clutches, was created in a bid to demonstrate to customers that main dealer service can compete with independent and fast fit garages.
David Collins, commercial director at Benfield, said: “Feedback has been great, with customers coming to us with what they consider to be competitive quotes that are actually higher than our usual prices.”
Benfield is implementing the new Price Promise initiative across its network of 25 dealerships.
Staff are now being trained to incorporate the Price Promise scheme into the point of sale process.
Benfield is investing in marketing to promote the Price Promise through local press and radio, as well as through marketing programmes via email and direct mail.
Benfield Motor Group has 25 dealerships located throughout the north of England and representing Nissan, Ford, Skoda, Toyota, Renault, Volkswagen, Kia, Alfa Romeo and Fiat.
It employs more than 1,200 members of staff and has a turnover of £310 million.