A survey of 2,500 ‘in-market car buyers’ by Motoring.co.uk shows that motorists still believe franchised dealers are too expensive for servicing.
The consumers asked were a mixture of new, nearly new and used car buyers.
The research conducted in November found that just 23% of motorists use the dealer that sold them their car for servicing.
This despite the introduction of competitive service plans and aftersales promotions by manufacturers.
When asked what other reasons they had for not using a franchised dealer, 42% said it was because they trusted their local independent dealer or a garage they had used in the past.
Chris Green, sales director at Motoring.co.uk, commented: “Boosting income from servicing and parts is one of the biggest opportunities for dealers in 2013.
“It is vital that dealers get car owners back in the showroom once the manufacturer warranty has expired.
“The major problem is that consumers don’t know that dealers and manufacturers are working hard to put servicing and MoT offers together and have deep misconceptions about price.”